Nth Degree recently received a report from the Active Network and the Event Marketing Institute that reviews and analyzes survey results conducted by these organizations to better understand the relationship between events and technology, including trends in this space. As shown in the chart above and based on my experience with Nth Degree’s event marketing clients, it makes sense that lead retrieval is currently the most important event technology to respondents’ organizations. The desire for a measureable ROI will always hold true and lead retrieval will continue to be a coveted element of event ROI.
Additionally, improvement in other highly rated event technologies from this survey, such as Social Media and Web Site Development, is allowing brands to take what’s experienced and learned during a physical event and extend the interaction period and span of an event message. Attendees are able to use the combination of websites and social media channels to share an event experience with peers that may not be able to attend like never before. These sustained interactions are sure to grow as the technology improves.