From Content to Clients: Digital Marketing Guest Speaker Amira Akhmetova

Choosing the right event management course is about more than gaining operational and event planning skills .

It is about developing a clear understanding of how event businesses attract audiences, communicate their value and build relationships with prospective clients.

Our students learn from experienced lecturers, specialist tutors and invited guest speakers who bring current professional insight directly into the classroom.

Whether studying event management, sports events, festivals, weddings or luxury events or marketing, students need to understand how digital channels influence visibility, reputation and business growth across today’s events industry.

One of our recent guest speakers was Amira Akhmetova, Founder of Social and More, who joined our students to discuss digital marketing, content creation, brand development and commercial strategy within the events sector.

What Amira Akhmetova Shared with Our Students

Amira joined our students to share her career story, professional insights and advice for those interested in digital marketing and the events industry.

As the founder of Social and More, a digital marketing agency specialising in the event industry, Amira works with event businesses that need to stand out in a competitive and highly visual marketplace.

Her session gave students an insight into how marketing supports visibility, client engagement and commercial growth. She explored the role of content, branding, digital platforms and social media in helping businesses communicate clearly and connect with the right audience.

Amira also discussed some of the practical tools available to marketers, including the evolving use of artificial intelligence within digital marketing.

This gave students a valuable perspective on both the opportunities and the challenges facing businesses as marketing platforms, technology and audience expectations continue to develop.

Why Digital Marketing Matters in the Events Industry

Digital marketing plays an increasingly important role across the events sector.

Event agencies, venues, event managers, suppliers, caterers, production companies and independent event professionals all need to communicate what they offer and why clients should choose them.

A strong online presence can help a business:

• Reach a clearly defined target audience

• Demonstrate its experience and professional style

• Build familiarity and trust with potential clients

• Generate enquiries and commercial opportunities

• Maintain relationships before, during and after an event

For students planning to enter the events industry, understanding these principles is valuable even when they do not intend to become digital marketing specialists.

Event professionals are often involved in developing promotional ideas, creating campaign briefs, working with marketing teams, supporting social media activity and considering how an event will be presented to its audience.

Amira’s session helped students see digital marketing as part of the wider commercial strategy behind a successful event business.

Content, Brand Development and Commercial Strategy

Digital content is often the most visible element of a marketing campaign, but Amira’s session encouraged students to consider the wider strategy behind it.

Effective content should reflect the identity of the business, the needs of its target market and the objectives it is working towards.

For event businesses, this may involve deciding:

• Which services or experiences should be promoted

• How the brand should look and sound

• Which platforms are most relevant to the target audience

• What type of content can build trust

• How marketing activity can support enquiries and bookings

These decisions require both creative judgement and commercial awareness.

A business may have a strong portfolio and an excellent service, but it still needs to communicate that value in a way its intended clients can understand.

Amira’s career story showed students how digital marketing, branding and business strategy work together rather than operating as separate areas.

Using AI and Digital Tools in Marketing

Amira also introduced students to the ways artificial intelligence and digital tools are influencing modern marketing practice.

AI can support areas such as research, planning, idea development and the organisation of marketing activity. It can help professionals work more efficiently and explore different approaches to communication.

However, the effective use of technology still depends on human understanding.

Marketers need to know the business, its audience, its objectives and its professional voice.

They must also review the quality and relevance of any material produced through digital tools.

For students entering the industry, this balance is important. Digital confidence can create new opportunities, but technology should support professional judgement rather than replace it.

The session gave students the opportunity to consider how emerging tools can be used responsibly and practically within an event business.

Thank you to Amira Akhmetova for giving her time, experience and advice to our students and for supporting the next generation of event professionals.

Amira Akhmetova, Founder, Social and More @socialandmore.uk