7 Events Trends You Should Know About In 2017

Category: Event Marketing

event design, event marketing, event branding

Many businesses rely on event marketing to promote products and retain a loyal audience, but putting on effective events means moving with the times and embracing change. As technology advances, event marketing trends also shift and businesses that stand still run the risk of being left behind. With that in mind, here we present seven of the most important event trends you should know about ahead of the New Year.

1. Focus on Experiences

Giveaways have been a staple in event planning for years, but a shift is already under way towards focusing on 'experiences' rather than 'things'. This has even been seen in television advertising and is an event trend that will continue next year, with free items like key chains and pens being replaced by vouchers, tickets to attractions or live games.

2. Virtual Reality

While virtual reality has grown significantly in 2016, it won't be until next year that the average event company will truly realise its potential. From 360 degrees photos and videos to detailed environments to explore, the possibilities for immersing an audience into the very heart of products will ensure VR plays a huge role in 2017. In addition, industry leaders will find ways to merge VR technology with augmented reality.

3. Video Instead of Text

The use of video content has increased significantly over the past few years and is projected to account for around 80 percent of all internet traffic by 2019, according to Cisco. Within events, video is increasingly being used where text would have once been used, resulting in greater creative possibilities and improved audience engagement.

4. Live Streaming

The introduction of Facebook live, the existing technology of Periscope and Twitter's reported desire to focus on streaming opens up new avenues for event planners, because physical attendance is no longer required. Streaming media will, therefore, be a major trend in 2017, potentially turning local events with hundreds of attendees into global events with thousands of viewers and an international audience.

5. Paperless Events

Most organisers try to limit the use of paper already, because leaflets and flyers are often left behind or thrown away, making them a waste of financial and environmental resources. However, 2017 will likely see this trend continue to the point where many events are completely paperless. This will also allow businesses to gain some positive PR by highlighting the environmental advantages of such a move, boosting their green credentials along the way.

6. Mobiles and Tablets

Finally, with advances in mobile and tablet technology, we are now reaching the point where most event attendees will use mobile devices in place of laptops. Mobiles also offer great advantages in terms of portability, ease of use, QR code scanning and quick payments from mobile wallets.

7. Intelligence Over Data

Finally, one of the major trends of 2016 was the rise in use of big data, with the typical event company needing to demonstrate a clear ROI. However, 2017 will likely see a slight change in approach. While data will still have an important role to play, businesses will want to gather real insights and intelligent feedback, rather than relying on pure numbers. Social media, including instant feedback from Facebook Live, will be especially important here.

Posted 14th March, 2017

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