How digital marketing mitigates risk and turns uncertainty into predictable growth
2026 is set to be a demanding year for associations. As managing director of Kabloom Agency, I speak with association leaders who are feeling the strain of longer decision cycles, tighter budgets and rising expectations for every conference. Yet, across regions and sectors, one pattern is clear to Kabloom: when digital marketing is strategic, consistent and data-driven, it can turn that pressure into performance.
Volatile markets, slower decisions – but not weaker results
From London to Chicago to Sydney, the picture remains the same: audiences are still highly interested in attending, which is exactly why digital marketing needs to be consistent, not sporadic or haphazard. A common (and risky) response is to delay activity in line with later registrations, but in practice this always results in lost momentum and reduced visibility. With travel approvals taking longer, personal budgets under greater scrutiny and delegates comparing a wider range of options, associations must remain present throughout an extended decision window. In this context, relying solely on one-off campaigns or late-stage promotional pushes is no longer sufficient; always-on, multi-channel campaigns are required to keep the event front of mind right up to the point of registration.
The revenue surprise digital marketing delivers
What has surprised many associations is that, despite this uncertainty, digital can actually improve predictability. It also reaches and converts audiences they have never engaged before. In many campaigns, the top-line registration curve may look flatter for longer, but under the surface the audience is broadening – with first-time attendees and new segments stepping in, even as some traditional groups pull back. With the right structure in place, you can see demand building earlier, understand which profiles are growing or lagging, and reallocate spend in real time to protect both headcount and revenue targets. That level of visibility is invaluable when you are reporting back to boards, committees or commercial partners who need reassurance.
The digital safety net – what the data shows
Across multiple recent campaigns, we have seen digital channels not only hold, but outperform previous years, even when the external environment has become more complex. A few examples:
- For APLAR 2025, registrations grew by 36% year-on-year, with a multi-channel digital ecosystem driving both registrations and a 34% increase in abstract submissions.
- For ISPRM 2024 in Sydney, digital marketing contributed 48% of total registrations, generated 63% of website traffic and supported 70% international participation.
- For ESCRS 2024, our campaigns drove 35% of registrations and 25% of abstract submissions, contributing to millions in ROI.
- For the 13th World Chambers Congress, focused digital advertising and multi-channel expansion meant that 55% of paid registrations came from digital, a 64% increase on the previous edition.
These are not outliers; they reflect a broader shift where high-performing associations treat digital as a core revenue engine with year on year investment, rather than a support channel. When the wider market feels unstable, that engine becomes your safety net.
What successful associations are doing differently
From my conversations with teams across medical, educational and professional bodies, a few behaviours consistently separate the associations that are thriving from those that are treading water.
- They invest in marketing and digital marketing precision, not just presence. Instead of “being everywhere,” they use persona development, segmented messaging and geo-focused campaigns to reach exactly the right professionals, at the right time, with the right reasons to attend.
- They think in journeys, not blasts. High performers map the full delegate journey – from first awareness and abstract submission through to last-minute registration – and align messaging, content, offers and reminders to each phase.
- They commit to year-on-year investment to maintain momentum. Rather than treating each congress as a one-off, they build on learnings from previous editions, keep audiences engaged between events and compound results over multiple cycles.
- They measure relentlessly and act on what they see. Registration pacing, channel attribution, cost per acquisition and revenue per segment are not just reported after the event; they are used weekly to adjust spend, refresh creative and strengthen underperforming regions or profiles.
This approach not only boosts registrations, it also reduces risk: when one region slows, another can be accelerated; when one message fatigues, a fresh angle can be tested and scaled quickly.
Volatility does not have to mean vulnerability in 2026
If there is one message I would share with any association planning its 2026 calendar, it is this: with the right digital strategy, you can build campaigns that are resilient, measurable and adaptable – even when attendee trends change.
At Kabloom, our sole focus is helping associations and events achieve that stability and growth through digital attendee acquisition, revenue-focused campaigns and long-term partnership. If you are preparing for an upcoming congress or reviewing your marketing approach for the year ahead, I would be happy to share what is working across markets and how it can be tailored to your specific challenges
A thought-piece written by Kabloom Managing Director, Elluria Breytenbach
