ANALYSIS / TECHNOLOGY
Our technology makes it easy for the industry to extend these conversations and maximise the important relationships businesses are building between their brands and their customers
_ Anthony Miller, general manager at Active Networks Events
How can the industry strike a balance between using technology and maintaining physical contact? Over the past few years, the industry has experienced a natural evolution towards multi-faceted events that utilise an array of communications vehicles. Technol- ogy has certainly helped to enrich and extend the dialogue, which in the past was more limited to a specific moment in place and time. We’re now seeing events that are simulta- neously being streamed live, Tweeted, liked on Facebook, registered for via mobile app, etc. and all of these technolo- gies have helped expand the reach of a single event into an on-going global dialogue. We think these new forms of communication, supported by technology, are immensely beneficial and exciting for the industry.
How can the industry achieve optimum ‘audience engagement’ by using technology? Active Network believes that technology has the proven power to extend the life expectancy of an event through engagement marketing. Previously the industry saw a trend in which there was a lot of interaction leading up to and at an actual event, but that participation and communication was virtually non-existent afterwards. Our technology makes it easy for the industry to extend these conversations and maximise the important relation- ships businesses are building between their brands and their customers.
What types of events are best suited to using some of the new technology available? There is a common misconception that only certain types of events are suitable for using new technology, but our
technology allows users to customise virtually every ele- ment of their individual event. We offer organisers the flexibility to tailor our products as appropriate for their audience, while at the same time offering them the tools to incorporate new technology. We create systems that allow our clients to manage
47,000 Active Network customers across a wide range of markets
different types of events or activities. All the data they receive sits in one place, but they can use it in different ways to suit the event or experience they are creating or taking part in. Our technology can be adapted and deployed for a client who, for example, has a booth at 140 different trade shows around the world; a sales and marketing roadshow; and a complex customer conference. By collecting intelligence at these events they can use the information to create the next step in the attendee journey.
Who is embracing technology in this industry and who isn’t? Generally speaking, the industry is starting to adopt and integrate technology into events in some capacity. What’s so exciting for Active Network is that we’re seeing the adoption of new technology across the board, both with our smaller, regional customers and the global, innovative companies we support.
What technology can we expect to be used by the industry for the future? We believe that new technology that will evolve in the industry will be centred on the ‘Attendee Journey’ and will focus on more efficient ways to map, record and utilise the important informa- tion learned from attendees’ participation at events.
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