More and more high
technology has been used into events industry. Facial and gesture tracking,
expanded use of virtual reality, and a focus on creating frictionless user
experience are some of the topics that will impact events in the coming year. (Sorrells, 2015)
Mobile
The majority of digital
advertising will be spent on mobile advertising in 2016. Digital components of
event experiences are under even more pressure to be mobile first than other
forms of marketing, and 2016 is the year where brands should not be thinking
responsive or adaptive, but truly mobile first. It is how people are exploring
today’s digital universe in a big way.
When you go through an
event and you will find out most of the time people are just watching their
phones. How we tie technology through their mobile device back to that’s
happening as a real experience on the show floor or in a common area become a
more and more critical issue.
People also concern that
smartphones and tablets to be a disruptive force that interrupts thoughts and
discussions that happen in meeting spaces. (Dubin, 2016)
User experience
The goal for people is to
create the most seamless experience for participants by integrating all
technology together. Participants want to you optimize their experience all by
virtue of the fact that they have some sort of identifiable R.F.I.D. or N.F.C
or beacon on them. This can turn an attendee into an active participant.
Facial recognition
The idea of facial tracking and mapping is coming into a little bit of a
new space. Where you used to use an R.F.I.D bracelet to actively check in and
for tracking and measurement at events, it will accomplish the exact same thing
passively by looking at the human beings.
Virtual reality
Virtual reality is one of
the technologies that will gain traction at events in 2016. Not just the
spectacle of 360 video or 3-D 360 within a headset, but more physical elements
in the virtual reality activation space, longer experiences, and integration of
more sensors to create a more complex virtual world.
Data analysis
Event marketers need to
make sure they have someone who can speak the increasingly complex language of
data on hand, so adding a layer of predictive analytics over that data analysis
can be helpful for them to understand how to anticipate needs, create better
experiences, and make investments where they are projected.
References
Dubin, A. (2016, 1 25). Shoule
you ban cell phones from your meetings? Retrieved 3 13, 2016, from
BIZBASH:
http://www.bizbash.com/should-you-ban-cell-phones-from-your-meetings/new-york/story/31701#.VuWtXpMrKu4
Sorrells,
M. (2015, 12 22). 2016 Preview: Tech Trends for the coming year.
Retrieved 3 13, 2016, from BIZBASH:
http://www.bizbash.com/2016-preview-tech-trends-for-the-coming-year/new-york/story/31574#.VuQ5tZMrLq0
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