Event tech is set to
enter a golden age of innovation driven by a new wave of event marketing, according to event tech provider Visit.
The prediction comes
off the back of an influx of R&D activity and grass roots developments that
will support an increasingly robust events industry.
Gerard Conway, global
enterprise director, Visit, said: “It’s no secret that over the pandemic, one
of the main areas of stagnation was innovation and investment in new products.
As a brand, we were big enough to have the resources to continue this investment,
however we are now seeing more and more new companies, and new ideas, entering
the marketplace.
“We’re seeing a new
wave of event professional, but also a new wave of event marketer, even more
data driven, more interrogating around experience, immersion, and engagement.
It’s something Visit has pioneered for some time, and even our own products are
trying to catch up with the increase in demand from data-hungry event
marketers.”
AI integration,
accessibility, and sustainability are the key areas that will see innovation,
from new products and services to patented inventions that boost the market
place. Visit is investing in measurement and data innovations that support
organisers and event marketers, including contactless matchmaking, providing
support for ‘new-style’ event attendees who learn, network and attend events in
a more nuanced way.
The prediction from
Visit also come off the back of an increasingly buoyant events industry, with
more and more businesses reverting to face-to-face communication. Visit has
invested in AI matchmaking, which recommends
potential meetings, products, or contacts to attendees and is aimed at
enriching the event experience.
“Innovation should be
one of the biggest buzzwords of 2024. It’s something the industry is crying out
for,” added Conway. “We’re playing our own role in this, but also seeing some
excellent new products out there. It’s incumbent on us all to keep businesses
seeing the benefits of face-to-face business, and the more data we can give
them, the stronger we’ll all be in the future.”
