GlobalSignIn's Veemal Gungadin believes that the event tech landscape has several areas that can be improved on, to help organisers build a more accessible and holistic event infrastructure
With more live events returning and technology becoming more integrated, 2022 has been a positive year for the events sector. In fact, the annual growth rate for events is predicted to rise by 11.2 per cent between 2021 and 2028.
As discussions about the metaverse and other technologies continue to dominate the event industry, event organisers and marketers are often looking for the next big thing that would elevate the event experience.
However, this often leads to a chaotic, fragmented and noisy event environment. To successfully deliver a dynamic experience to attendees, they need to be more purposeful and strategic about their platforms and tools.
To remain competitive in the ever-changing industry, 2023 will undeniably be a pivotal year for the events industry as event tech continues to evolve rapidly to cater to each unique individual.
Ensure seamless integration of current event tech stack
Event tech stack, when integrated seamlessly, will provide event organisers greater autonomy to reduce time spent on manual and repetitive tasks so they can refocus towards higher value tasks without creating a fragmented experience. With the event tech landscape being saturated with a myriad of companies providing solutions to improve the event experience, it is inevitable that event organisers face the challenge of integrating the right technology within their stack.
For event organisers who are not well versed in event tech, choosing a platform that integrates third-party apps is a more cost-effective solution to ensuring a seamless integration of the tech stack. Through this, event organisers would not have to worry about data being spread across multiple platforms and attendees would not have to go through the hassle of moving from one application to another, a beneficial situation for both attendees and organisers.
For more experienced organisers, the usage of other technologies to fill the gaps in such platforms would create a more holistic solution.
Cater to both app lovers and web lovers
Gravitating towards a hybrid event, organisers that are striving to create an elevated experience should bridge the gap between the physical and virtual landscape. The usage of an omnichannel event platform, typically in the form of a mobile app, would be able to leverage the data collected across attendees’ digital touchpoints and provide a convenient way for them to interact physically.
Though 91.2 per cent of organisers and marketers are aware of the benefits of mobile apps, they often face the challenge of accommodating both attendees who are willing to download mobile apps and attendees who would prefer to use the phone web browser. By having an application that runs on both mobile apps and web browsers, such as having mini-experiences via Gevme’s Event Companion app, organisers would be able to achieve an experience that leaves no attendees behind.
An application with endless possibilities
Undoubtedly, the pandemic created a shift in consumers’ expectations with them wanting more individualised experiences following the increased autonomy and options offered during the remote period.
To address the shift, event organisers are seeking an alternative solution that allows for customisation to adapt to the diverse needs and desires of attendees for different sorts of events. Instead of having multiple applications serving different solutions, a single application on a single device that smoothly integrates all the needed event features and experiences, from registration to agenda reading to live Q&A sessions, should be prioritised.
A foundation for a thriving event scene in 2023
The chance to upgrade present event infrastructure should be at the forefront of event planners’ minds as 2023 draws nearer. Prioritising the need to upgrade the present event infrastructure should come before exploring more complex event tech innovations like the use of the metaverse and other exploratory event experiences.
Veemal Gungadin is the CEO of GlobalSignIn, a tech company with offices in Singapore, Australia, India, Myanmar, and the US.