Pictured: Xing Events area manager Christiane Balu
need to educate delegates on the advantages of digital tools at events says
Xing Events, after finding 64 per cent of attendees fear they disclose too much
Xing Events area
manager Christiane Balu said planners should think about proactive campaigns to
ease fears and show the benefits of digital marketing tools.
Speaking at ibtm
world, she said: "What a lot of organisers is not hide the fact that
information is tracked, but instead, be open about it and show the direct
advantage to attendees.
using Google Maps and letting it track you. You know the advantage in that.
Well it's the same for attendees. Yes the information is tracked but you get
more advantages out of it."
The report, Digital
Transformation in the Event Industry, was gathered after polling 2,500
organisers and 2,100 event participants.
Asked what digital
solutions they were planning on using, event organisers overwhelmingly answered
online marketing (57 per cent), followed by email campaigns (45 per cent) and
event apps (44 per cent). Newer digital tools such as augmented or virtual reality
and digital navigation solutions featured lowest on the wish-list, attracting
20 per cent and 16 per cent respectively.
Balu said this
showed planners were fearful of trying new technology.
"Whether or not
to use new technology really depends on the industry and type of event,"
"If it's a
really conservative group of attendees the move to digital transformation of
the event is a lot slower than doing a conference for online marketing sector,
where everyone has three smartphones and a tablet.
"But even for
conservative industries like scientific congresses, it's more cost effective to
move to digital solutions. Instead of printing a huge amount of material, you
invest in an app and everything is online. It pays off."