Already one of the most thriving and exciting sectors to work in, the events industry has seen momentous change in recent years. This is down to a variety of factors: from the advent of new venues to shifting consumer preferences. However, one overriding influence that has continued to drastically revolutionise events is technology. Here’s a round-up of some of the most recent innovations that are not only impacting the way we experience events, but also their organisation and marketing too!
Social media has become thoroughly ingrained in modern living, and nowhere has the rapid evolution of these digital platforms made more of an impact than in the world of events. Not only can users discover listings, ‘check-ins’ and trending hashtags around a particular event via Facebook and Twitter, but the opportunity to livestream on platforms such as Instagram and Snapchat, brings the experience even closer.
Livestreaming enables event attendees to share their experience with friends, family and others in real time, making the event feel more inclusive and encouraging user participation from broader locations. However, for organisers, the function of livestreaming can be even more beneficial. The increased and instantaneous exposure allows them to reach wider audiences and attract new customers. And the advent of feedback features gives organisers immediate and valuable insight into how consumers are receiving the event.
These benefits have made the availability of Wi-Fi at sites and venues a critical factor in the success of any event. Consequently, those failing to provide their audiences with opportunity to connect and share will lag behind as the effect digital halo effect increases.
In the past, printed tickets were a must to gain entry to any event, be it a concert, conference or exhibition. Now, thanks to the advent of mobile ticketing, the requirement for paper tickets is gradually diminishing. Progressively, the worry of remembering your ticket will be forgotten as a digital version will be readily accessible via an electronic device. Not only will this paperless advancement help to reduce ticket management expenses for organisers, but it will also remove a lot of the hassle of attending a large event. Long queues will be eliminated and attendees will enjoy quick and painless access using a scan-and-go entry system. Pair this with contactless and mobile payments, and you’re looking at a whole new entry experience that relies solely on technological innovations!
VR (Virtual Reality)
As we briefly touched on earlier this year, AI (Artificial Intelligence) and VR (Virtual Reality) are two rising technologies that are sparking the interest of millions across the globe, but especially those within the events industry.
For attendees, VR, in particular has the potential to totally transform the event experience. This ground-breaking technology makes it possible to view sites and venues via an interactive 360˚ experience from the comfort of your own home. Future innovations are expected to eliminate the need for physical attendance altogether. For future generations, the message that “You had to be there” may no longer apply!
However, here at Gallowglass there’s no likelihood of a drop in business any time soon. Experiential consumption in the live space is more popular than ever, so we’re losing no sleep over the potential for VR to take over completely. After all, can a digital representation ever match reality?
Finally, while many technologies are changing the way events are being presented and experienced, these innovations are also impacting the marketing process too. For event planners and organisers especially, AI, big data and digital software are transforming the once-arduous task of promotion by making it easier to reach audiences via a variety of platforms. Not only that – data can be stored in accessible and sophisticated systems and research can be undertaken and analysed faster than ever before. And the same technologies are helping to segment target audiences; something that was previously incredibly difficult due to a lack of consumer insight.
Today, whether it’s the opening of a small art exhibition or the concert of a global superstar, reaching and engaging with the right consumers has been dramatically assisted by technological advances, saving marketeers money and time and ultimately enhancing the event experience.
As the UK’s longest-standing and most successful event crew provider, we at Gallowglass, have witnessed technology transforming the events landscape in recent years. None of which has reduced the critical role played by reliable and committed crews working right at the very sharp end of event delivery. However, rest assured that no matter what the future holds, our event crew in Manchester, Leeds, London and elsewhere in the UK will continue to provide efficient and high-quality services for many years to come.