Many marketers are missing an opportunity to capitalise on inishgts from their audiences when they hold an event, despite nearly 60% reporting that gathering information and insight from events was either very important, or vitally important, according to a new study.
The survey, form IML Worldwide, found that nearly 90% of organisations surveyed felt they could do more to maximise the insight gathered at events, and 80% noted technology as a key enabler.
Chiefly, the survey highlighted that event organisers see technology as a key enabler in allowing them to gain the insight they need to gain maximum ROI.
Key findings include:
• Nearly 90% of those surveyed believed they could do more to maximise the insight they gather through the use of technology at events. Increased audience engagement and improved data/insight gathering was the main beneficiary of this technology.
• Whilst voting/ polling is still the prime reason for using event technology, this is set to change with 95% noting that more in depth use of interactive event technology offered better decision making and more guidance in strategic direction.
• 89% thought post event feedback is becoming increasingly important. While traditional methods of gauging audience insight after events fail to provide effective and efficient analysis, technology is providing a richer understanding of the value of an event. 79% believe audience insight is lost without the use of interactive event technology.
• As budgets are squeezed, measuring ROI is a key element of any large event. Technology that enables measurement is becoming key, and over 80% of CEOs surveyed now consider event ROI as either very important or vitally important.
• Whilst event organisers and marketers already utilise a variety of technologies to gather audience insight, over 60% believe that interactive event technology has made a major, or the biggest difference to events in the past 5 years.
The global survey of over 350 event stakeholders shows an increasing use of innovative technology to understand audience insight, which will be front of mind for anyone involved in events during 2013.
Richard Fisher, CEO at IML Worldwide commented, “Our industry is rapidly evolving as technology advancements occur and philosophies on shared intelligence develop. With this evolution comes the opportunity to engage with audiences more fully and rewardingly than ever before.
“At a time when ‘Return on Investment’ is a prerequisite, successful events will be those run by informed meeting stakeholders that recognise the merits of the technological solutions available to them; then selecting and incorporating them into their events as appropriate.”
The results survey can be viewed here:
http://imlworldwide.com/pages/event-industry-global-market-research-report-2/
Source: www.imlworldwide.co
