How Mobile Technology is Reshaping Events

By: Eric Olson, General Manager
Active Network | Business Solutions

Mobile technology is becoming an event professionals’ secret weapon to success. Not only are mobile applications enhancing the meeting experience for both the event manager and the attendees but they’re helping generate additional revenues for the events through enhanced sponsorship opportunities. We’ll go into that into more detail on this in another post. Today we wanted to touch on a few ways we’re finding that mobile technology is changing events for both the event mangers and attendees.

Improved onsite efficiency and accuracy
Onsite mobile tools now provide real-time access to attendee check in, reports, lead retrieval data and customer feedback. By linking directly to event management platforms, these applications are eliminating out-of-date data, immediate access to attendee records, management of payment issues, monitor exhibitor or session traffic and quickly compile and evaluate attendee feedback.

Flexible, environmentally friendly content delivery
Mobile is making content delivery less expensive, more flexible and “greener” than traditional channels. For instance, organizers can easily update content and send alerts while attendees can update schedules dynamically and access area information, hotel details and venue maps to reduce frustration at events.

Improved interactivity and informed content
In addition to improving content delivery mechanisms mobile applications are improving content itself by expanding interactivity and increasing content relevance. Digital guides come to life with interactive polls and discussions. Attendees can provide feedback through their mobile devices with everything from their likes and dislikes to real-time contributions to live debates. This allows organizers and presenters to respond and react, building informed content around the needs of the audience.

Expanded networking for attendees
Mobile improves the networking process for attendees by providing intelligent matching tools that pair up attendees based on shared attributes. Once matched, attendees can use these applications to schedule one-on-one meetings, share contact information and connect through existing social networks.

Persistent audience engagement platform
Mobile technology’s biggest contribution may be its capacity to extend the reach of events by creating a persistent community platform. Social media groups on Facebook and LinkedIn are pulled together to create discussion. Twitter conversations are marshaled to aggregate relevant tweet subjects. Invitations to new events are delivered through push notifications and registration becomes a one-click process, ensuring that organizers maximize repeat attendance. Additionally, continuing education credits can be tracked and organizers are able to create progressive profiles based on attendee behavior, delivering meaningful data about their audience to their organization.

We recently published a white paper on this topic – How Mobile Technology is Reshaping Events – which goes into more detail.

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Posted: April 5th, 2011 | Author: | Filed under: Best Practices, Mobile | Tags: , , | 1 Comment »

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