SEPTEMBER -2022MARTECHOUTLOOK.COM92. Think digital first and expand ­ Don't be constrained by the in-person experience. Focus on building value and driving outcomes rather than emulating formats and tactics.3. Focus on tech that drives engagement ­ Technology is not just a facilitator of transactions. Technology can and should be an integral part of how attendees experience the brand.4. Accelerate meaningful digital capabilities ­ Focus your innovation on technologies that build community, drive personalization and allow for more immersive storytelling.The future of experience looks different, and flexibility & integration will be key to the next stage of event tech. We can expect to see: 1. Targeted, geo-specific, and more personal experiences2. A longer tail on the content and conversation3. Different event portfolio structures ­ different experiences for different needs4. Flagpole events supported by digital and even other physical events5. Connected, interactive and focused experiences based on changing needsThree things you can do now:· Align and refine your objectives - what are you trying to accomplish, what does success look like, how are you impacting the business?· Get to know your audience, again. Have their needs changed, have their expectations changed, how do we create value?· Audit and explore with a newly focused lens - what's working, why is it working, what is missing, how can you fill the gap then evolve it to make it seamless.As everyone struggled to adapt their events to digital formats in 2020 and 2021, the focus was frustrating but understandable in simply getting the basic content elements up and running. The experience, connections and community took a back seat. But now that everyone has a few event cycles under their belts, that's changing. It's critical that as we move into an age of hybrid events that we think about them more as unified experiences. We must keep the attendee experience at the center of everything we create. And when we get that right, we will create more meaningful experiences for our attendees which will create more meaningful results for our businesses. MT AS EVERYONE STRUGGLED TO ADAPT THEIR EVENTS TO DIGITAL FORMATS IN 2020 AND 2021, THE FOCUS WAS FRUSTRATING BUT UNDERSTANDABLE IN SIMPLY GETTING THE BASIC CONTENT ELEMENTS UP AND RUNNING. IT'S CRITICAL THAT AS WE MOVE INTO AN AGE OF HYBRID EVENTS THAT WE THINK ABOUT THEM MORE AS UNIFIED EXPERIENCES
< Page 8 | Page 10 >