Technology is a potent tool, capable of enriching business events, fostering connections, and streamlining operations for increased efficiency, hence navigating its challenges was addressed during Meeting Client Wants and Needs panel session at the Malaysia Business Events Week in Kuala Lumpur earlier this month.
Nathan Sharma, the director of sales & head of International CVBs Asia Pacific at Cvent, highlighted how online and hybrid technology played a unifying role during the pandemic, allowing business events to continue.
However, the allure of virtual events has waned significantly since international borders reopened, ushering in a revival of in-person meetings and gatherings.
Drawing from customer feedback, Nathan asserted that hybrid events have gravitated towards prioritising in-person interactions, as no existing technology can rival the profound impact of human connections forged during in-person events.
Sabrina Khoo, general manager, USANA Health Services, articulated that post-lockdown, participants at company events are demanding captivating experiences, which is achieved through harnessing the appropriate technology to heighten an attendee’s experience.
Florence Chua, managing director APAC – Professional Convention Management Association (PCMA) then advised organisers considering hybrid event formats not to overlook the engagement of online participants. Emphasising the importance of distinct programme designs for each experience, she underscored the necessity to view the online and offline as two separate entities.
Some challenges event organisers grappled with, Chua shared, included the struggle to keep pace with the rapid evolution of technology. Another hurdle is how seamless the integration of technology applications and tools can be, in order to create cohesive participant experiences.
Cynthia Martin, director, Malaysia-based Bespoke Marketing, also debunked the misconception that physical events are invariably more expensive than their online counterparts. In truth, the technological aspect of an online event can command up to 50 per cent of the total event budget. Martin pointed out: “Hybrid events essentially entail the simultaneous management of two events.”
