In my last post, I talked about the evolution of the event industry and how technology is shaping our experiences.
In a $4 billion market that went up 1.1% in revenue in 2013 – 2014 in Australia, there is slow shift from creativity and impact to the E3 model of engagement, experience and efficiency. The language has evolved to reflect not only businesses need for connected experience; engagement and social interactions, but also customer expectations aligned with change everywhere else.
The events industry will not exist in its current shape in 10, 5 or maybe even 2 years from now, in fact it is ever changing. Technological advances and social media have enabled more immersive experiences; allowing consumers to shape how they engage with the events industry – from planning processes right through to participating in event delivery.
Marriott recently tested beacon technology in 14 hotels, becoming the first brand in hospitality to use the low-cost transmitters that have been used in other industries. Beacons offer indoor positioning through Wi-Fi and allow companies to offer more personal experiences with consumer context. Shazam will use it to offer personalised song recommendations, Virgin Atlantic uses it to send its Heathrow passengers information on phones, and Rolls-Royce uses it to give museum goers multi-sensory experience.