Events marketing tactics are not cheap, and the costs involved make them big investment. Not so long ago, we heard events were going to become extinct due to digital-medium opportunities, but this has not happened. In fact, digital tactics are making events better.
The ROI and equity that events have built and the function they provide simply make them good investments. The game shouldn’t be about redundancy, but improvement. The next major technology driven change in events will support a world brand engagements are becoming highly personalised - in a macro way, not a micro way.
Technology has brought astonishing change to the world of events in the past decade. Smartphones has put an incredible suite of tools in people’s pockets, while social media and live streaming allow practically anyone on earth to actively parpicipate in an event.
For planners, real-time analytics lead to better event management and planning to produce better experiences. Conference organizers are able to create more value for their sponsors and exhibitors by providing visitor profile, rather than just a list of names and contact details. These are all positive improvements.But what are the next trends? At Pico we are already creating live engagements that are connected to the inner workings of a company. This has created new purposes for the events, conferences or exhibitions. It’s not just about connecting to the target audience that is not at the show, but to a wider audience of employees and partners within our client organisations.
But what are the next trends? At Pico we are already creating live engagements that are connected to the inner workings of a company. This has created new purposes for the events, conferences or exhibitions. It’s not just about connecting to the target audience that is not at the show, but to a wider audience of employees and partners within our client organisations.
The evolution in technology at business events in opening a range of opportunities. Key among these are the real-time distribution of leads, which improves response times and opportunity conversion; the creation of content clouds, which radically change the definition of a conference lifecycle; and sample group testing and passive collection of sentiment for new product development and marketing.
