Technology’s Impact on Live Events
Not long ago, we heard digital technology could kill, or severely hamper, the live event industry. But technology is actually enhancing the live event experience. Nowadays, a business’s progress largely depends on how the organization interacts with the customer. The present scenario works based on how well the company has built its relationship with the customer, who is looking for better engagement at events that will result in personal and organizational value. As the event industry adapts to digital, the ultimate game should be improvement, not redundancy.
- Thanks to smart phones, event apps are revolutionizing the way conventions and conferences are conducted.
- Event apps deliver an enhanced attendee experience, offer a show guide with live updates, and present opportunities for real-time interactions.
- With NFC technology, attendees can easily exchange contact information, verify details, scan electronic tickets, purchase or distribute materials and redeem coupons, all without costly bar code scanning equipment.
Pushing Barriers of Interaction
Technology has helped organizations and event planners overcome previous barriers to event execution. Instead of waiting for a phone call or email response from an attendee or exhibitors, interactions are now just a click or swipe away. Thanks to smart phones, event apps are revolutionizing the way conventions and conferences are conducted. They deliver an enhanced attendee experience, offer a show guide with live updates, and present opportunities for real-time interactions for delegates, organizers, speakers and visitors.
A recent survey conducted by the University of Westminster and Propeller Mobile shows a 49 percent increase in use of event apps at U.K. business events over the past three years. About half of the respondents believed that if an event app was available, then it would be beneficial to the delegates. By the end of 2013, EventSpot estimates that 81 percent of U.S. organizations will have offered an event support app.
Leverage NFC Technology
You may or may not be aware of the potential use of near-field communication (NFC) technology, a wireless data exchange technique through smart phones or an NFC built badge that is accurate to within 10 cm. Using NFC technology, attendees with smart phones can easily exchange contact information, verify details, scan electronic tickets, purchase or distribute materials, and redeem coupons, all of which eliminates the need for expensive bar code scanning equipment.
This end-user technology is being used in Japan, Germany, the U.S. and other countries as a complete mobile wallet. The potential capabilities of this technology are exploited for lead exchange and e-ticketing by business groups.
Knowing the power of this hot technology, the London Museum has adopted this technology to enhance its visitor experience. Guests can book tickets for future events, follow, check in, and “Like” the museum via Twitter, Foursquare and Facebook, access vouchers, exhibit their products with NFC tags, show videos and play games. Embedded NFC technology encourages visitors to learn more about the exhibits in front of them. The London Museum has set up a wonderful example of the creative nature of NFC technology for organizations and event industry to adopt this technology to help customers easily interact with their brand and retrieve information.
To enhance its significance in business and beyond, the NFC World Congress held its third event in September to exhibit the live experience of NFC technology on a single platform.
Conclusion
We are moving to times where digital and mobile are overtaking hurdles of transportation, distances and venue cost. There won’t be any slowing down of the process, and the endless possibilities in technology will be embraced to drive events.Technology’s Impact on Check out this infographic for more tidbits about how technology is changing events.
Digital journalist Raisa Elizabeth Mathew is a 360° engagement-centric content strategist and publishing consultant. Her ideas and passion are user engagement, social media, reputation and public relations. Raisa delivers digital content strategy for several start-ups.
