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Advancement Of Technology Revolutionizing

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Question:

Discuss about the Advancement of Technology Revolutionizing the event industry over the last few decades.
 
 

Answer:

Introduction

The present report provides an overview about the advancement of technology revolutionizing the event industry over the last few decades. The event sector has been expanding around the globe with the advent of new technologies. In the current years, adoption of these emerging technologies has simplified the event management operation in planning an event (Damm 2012). The latest information technology (IT) systems have made it easier for the event company to organize event and motivate more event attendees. Some of the marketing technologies including – social media pages, email marketing software has benefitted the event industry to attract potential event attendees across the globe. The report also focuses on the real events of how the technological advancement innovate events. Furthermore, this study also highlights on how the current technological advancement has been a trend or indispensable tool for the modern event planner.

Technology is revolutionizing the event industry

Technological advancements have revolutionized the event planning industry for over the last few years. This means that emerging technologies have benefitted the event planners by making it much easier to organize their events. It has also streamlined as well as consolidated the event organizers meeting systems (B2bmarketing.net.2018). In the present decade, the event has been considered as the extended cycle of communication as the event organizers communicates with the audiences through registrations, invitations, surveys, events etc. However, with the emerging communication technological tools, the event planners gets opportunity to interact with the audience and take hold of the moment via online as well as offline mode. In addition, technological advancement has also helped the event organizers to understand the targeted audience before the event and deliver the message in effective way (Yeoman et al. 2012)  Integration of online registration system also facilitates the event organizers to save their time and focus on the vital aspects of event (Mair and Whitford 2013). Some of the major technologies that have changed the event industry over the past five years are given below:

  • Digital administration- This is one of the important tools that helps the event planners to manage each of the events, breakout and the attendee across the globe in real time. The relevant content is given to the event company’s registration page so that the attendees inputs as well as answer their registration criteria.
  • RFID ( Radio Frequency Identification)- This technology allows the reader and wireless chip to communicate over long as well as short distances. These wireless chips are usually embedded in different materials such as wristbands and badges and thus causes seismic shift in this industry (Meetingdesigninstitute.org. 2018). One example of event that incorporated this technology and gained good result is the Tommorow land music festival held at Belgium. The organizers of this event used wristbands with the RFID chips for enabling their attendees to connect with each other.
  • Augmented reality (AR)- It is basically the method of digitally imposing data over some physical objects by utilizing mobile. This technology transformed this industry as it permits the vendors to display their goods without even physically transporting it to event. Moreover, it also helps the sponsors of event to show the advertisement at any place throughout the venue. This technology also has facilitates the organizers to increase the attendees engagement by making them more interactive.
  • Virtual Reality (VR)- This technology is used by the event organizers to enhance the experiences of event attendees. This application allows the event attendees to view the festival grounds and 360 degree photos from the last year.
  • Social Media- Rapid implementation of different social media sites ranging from LinkedIn, twitter, Pinterest, Facebook and so on has widened the event marketing. This offers several opportunities for engaging in event from live streaming to updating images post the event (Lee, Xiong and Hu 2012). Additionally, the sponsors also focus on this social media for determining their investment in the specific event.
  • Live streaming-This technology gives insight to the followers about the event and also boosts their involvement in the event. Moreover, the people who fail to attend the event can follow it with the help of this technology.
  • Hashtags- Application of the event hastag facilitates the event organizers to reach out to new audience. Therefore, creating as well as using the hastag helps the event planners to promote their event.

All of these technologies create more opportunities for the event industry to improve as well as shape their events. It also aids the event planners to innovate new event and increase their efficiency in their job. Recent evidences reflects that emerging technologies have been continuously changing the method the event organizers plan their events. Moreover, the event industry gets continuously connected to the social media even after the event in order to obtain feedback from their attendees (Zhou and Chen 2014). This in turn helps them to improve their event plan in future and build good relationship with them. Moreover, the organizers also post the event videos over the social media for promoting their events and motivate the individuals to register.

 

Examples of technology innovating events

Innovative utilization of beacon technology

Beacon technology release signals to the event application and can also be tailored for presenting valuable data to the attendees. For example, Levi Stadium situtated in San Fransico had installed beacon technology in the year 2014 for managing the flow of crowd, provide better football experience to the attendees and also sends alerts during the beginning of any special events (Brown 2014). However, this technology also benefits the attendees by reducing their wait time. Furthermore, one of the biggest music festivals in Romania named as Electric Castle used beacon technology for creating their treasure hunt for over 100 acres of land. This also pushed out riddles for the participants and quest activities in order to meet the requirements for prizes.

VR technology is one of the emerging technologies that help in innovating events. One of the new trends that the event planners use it at their meetings as well as conferences is the virtual information booths (Rogers 2013). For example, the Coachella Music Festival has recently launched the VR application prior to their event, which permitted the attendees to see the photos in 360 degree and watch interviews with the individuals performing in the event.

Some of the companies including Visage technology uses XOX emotional technology platform that provides sensory wristband for measuring the excitement and biometric measures of the attendees. In addition, several compaies like TeleMe and MantaroBots uses robotic technology in their event in order to capture the activities going on during the event. They also uses dtones for capturing aerial photos or delivers drinks, which have been through mobile application.

Current technological advancements are a trend or indispensable tool for the modern event planner

Some of the current technological advancements that are trend for the modern event planners are described below-

  • Meerkat- This technology allows the attendees in event to share their live streams through their smart phones or other devices.
  • Eventbase- This is basically a mobile platform that has been designed for creating connections as well as lead retrieval between the attendees and exhibitors (Socialtables.com. 2018).
  • Initlive- This technology streamlines the process of communication by coordinating with the staffs in real time.
  • Microsites- This technology helps to convey the message of the particular event rather than implementing information pages into the existing websites.
  • Com- This is a cloud based platform of event management, which provides communication, registration and social media features to the modern event planners.
  • Live slidesharing- Slideshare has been one of the  flexible as well as powerful tool for the event professionals. The modern event planners uses their smartphones to share slides live to their attendees in order to create some memorable events.
  • Geofilters- This technology helps to advertise the event and interact with the individuals in local area.
  • AI ( Artificial events) for events- It is one of the big waves of the event technology. Its matchmaking engine helps the organizers to construe data from the attendee’s social media profiles.

Conclusion

From the above report, it can be concluded that the implementation of new technologies in the event industry helps the organizers to manage the event in easier way. The evolving technologies benefit the event planners by reducing their workload and increasing their efficiency level. Furthermore, it also facilitates the event management companies to reduce cost and generate higher revenue. Emerging technologies such as scannable QR codes has been used by this industry for online ticketing and gather data from the attendees that actively scans object at live events. For staying at the forefront of event industry, the event planners use social media as well as other emerging technologies for engaging the attendees and measuring the ROI (Return on Investment) of the event. Hence, integration of new technologies has been continuously expanding and revolutionizing the event industry. Although some of the event organizers are facing difficulty in adopting these technologies, it has been a trend over the past few year

 

References

B2bmarketing.net. (2018). How evolving technology is changing the events industry? | B2B Marketing. [online] Available at: https://www.b2bmarketing.net/en-gb/resources/blog/how-evolving-technology-changing-events-industry [Accessed 15 Feb. 2018].

Brown, S. (2014). Emerging Professionalism in the Event Industry: A Practitioner's Perspective. Event Management, 18(1), pp.15-24.

Damm, S. (2012). Event Management. Hamburg: Diplomica Verlag.

Getz, D. and Page, S.J., 2016. Event studies: Theory, research and policy for planned events. Routledge.

Lee, W., Xiong, L. and Hu, C., 2012. The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management, 31(3), pp.819-827.

Mair, J. and Whitford, M., 2013. An exploration of events research: event topics, themes and emerging trends. International Journal of Event and Festival Management, 4(1), pp.6-30.

Meetingdesigninstitute.org. (2018). 6 Massive Technology Shifts Happening In The Events Industry | Meeting Design Institute. [online] Available at: https://www.meetingdesigninstitute.org/6-massive-technology-shifts-happening-events-industry [Accessed 15 Feb. 2018].

Padmanabhan, U., Messing, W., Shetter, M., Gershanovich, T., Ricker, M.J., Peters, J.P., Sarin, R.K., Matthews III, J.H., Gonzalez, M. and Park, J.P., Microsoft Technology Licensing LLC, 2015. Event-based media grouping, playback, and sharing. U.S. Patent 9,143,601

Rogers, T., 2013. Conferences and conventions 3rd edition: A Global Industry. Routledge.

Socialtables.com. (2018). 5 Event Technology Trends Shaping the Future of Event Planning. [online] Available at: https://www.socialtables.com/blog/event-technology/event-technology-trends/ [Accessed 15 Feb. 2018].

Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. and McMahon-Beattie, U. eds., 2012. Festival and events management. Routledge.

Zhou, X. and Chen, L., 2014. Event detection over twitter social media streams. The VLDB journal, 23(3), pp.381-400.

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