Is SMM the successes to Smarter Meetings?

Is SMM the successes to Smarter Meetings?

Strategic Meetings Management (SMM) technology has enabled companies to better manage complex enterprise-wide meeting related processes, spend, volumes and policies while collecting a vast amount of valuable attendee and event data. It has also nearly rendered spreadsheets and conference binders obsolete while boosting meetings and travel policy compliance. Now, at last, SMM technology is offering fresh possibilities by focusing on the attendee experience. SMM technology is bringing back the relevancy of in-person meetings while making them more engaging and measurable profitable.

After the 2008 economic downturn corporations were forced to cut their B2B marketing budgets. First on the chopping block were the in-person events, tradeshows, and seminars. As a result, budgets shifted toward emerging digital technology.

Not surprisingly, Strategic Meetings and technology have had an ambivalent relationship. On the downside, digital technology is replacing the need for some types of traditional in-person meetings.

On the upside, digital technology such as event mobile apps are radically changing the attendee experience, giving them real-time access to the event schedule and map, and allowing them to rate sessions, or in some instances, enabling gasification.

As a result, SMM technology is evolving to capture more Event Intelligence, including digital breadcrumbs pertaining to the attendee experience, preference, interest, desire and behavior. With this Intelligence in hand event planners can design and execute smarter meetings.

 

Event Intelligence must be built upon the foundation of robust Operational Intelligence, or the processes, reporting and accountability tied to the deliverables involving areas such as compliance, and budget and vendor management, among others. During the budget review process, marketing departments are often expected to justify in-person events before requesting increases to their meetings budget. The most effective way to demonstrate this need is to use Operational Intelligence to derive actionable insights about the impact of meetings.

Proving that prior years’ meetings were executed within budget and that every penny is accounted for is crucial to that process. Providing robust measurements of Return On Event investment along with reports on accountability and compliance always results in organizational buy-in and, ultimately, approval.

Today’s attendees exemplify the on-demand economy, where consumers are accustomed to instant gratification and the seamless access to and delivery of content. They expect great venues and service, and a personalized, curated experience along with an emotional connection to an event. In-person meetings are not going away. Rather, dynamic, curated events are replacing only the old-style, passive in-person meetings. And all to the benefit of the attendees and the entire industry.

Reference :

http://www.intelligencesquared.com/category/events/

https://www.predicthq.com/blog/what-is-event-intelligence/

https://www.predicthq.com/blog/slack-integration-event-intelligence-meets-messaging-app/