How technology is and will change the events industry
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.
This post and the next will look at the major changes in events and what it means for all of us.
Increased consumer control
The levelling effect of technology will see more people experienced in managing events and, events ultimately becoming easier to manage. Cloud based tools, more simplistic website design, easier to execute webinars and other advances will result in people across different hierarchies of an organisation becoming more involved in planning functions. The role of IT departments in data and CRM management will also reduce as event technologies become more synergistic and easy to use by any stakeholder.
Events are following the transformation seen in other industries such as travel where software platforms like Expedia and Trip Advisor enable instant access to information, allowing consumers to compare and pay for accommodation. iVvy is the world’s first booking engine specific to the events industry, allowing event organisers to search, compare, book and pay for function space, food & beverage and group accommodation all in the one place, instantly.
Data and cloud driven evolution
A whitepaper published by the International Association of Exhibitions and Events highlights how, as big data tools become cheaper and more readily available, event managers will be able to deliver better events– having mined information collected on customers, the community and the event. Combined with easy access via the cloud, event planners have the tools to shape content and manage experiences anytime and from anywhere.
Forbes recently talked about how a combination of big data, social and mobile adoption redefined the city of Rio as it hosted the FIFA World Cup and now prepares for the 2016 Summer Olympic Games. In a country that has the fourth highest Internet usage in the world, Brazil is using technology to power major events and simultaneously create strong business propositions for different sectors. Converging live data from different traffic and surveillance devices, active social networks, and a variety of other data sources, the city mobilized resources to appropriate places, ensuring the best delivery for every event.
Beyond the macro waves, smaller event planners are also data mining to analyse demographics, gauge engagement, generate leads and measure ROI. Increased data capture across different sources will result in more integrated planning within marketing – especially across social, digital and experience functions.
Stay tuned for more in Part 2…