by Matt Alderton | December 20, 2013
Although it’s impossible to say what, exactly, the future will bring, the International Association of Exhibitions and Events (IAEE) is doing its best to make predictions with a new white paper created by its Future Trends Task Force.

Released last week, the white paper — titled “Future Trends Impacting the Exhibitions and Events Industry” — examines trends in the following 13 areas:

• The broad range of generations co-existing in the workforce and their different communication styles
• Collecting “Big Data” to hone in on the most relevant information
• New technologies for data capture, recording and reporting
• The impact of emerging technologies in the business environment
• Social media marketing
• Creating year-round communities for an exhibition or event
• Experiential trade shows
• Addressing and capitalizing on non-attendee engagement
• Educating exhibitors in the ongoing value of face-to-face marketing
• International trends impacting U.S. exhibitions
• Variables affecting internet connectivity at exhibitions and events
• Private events in the corporate marketing plan
• The complexity of managing these elements in the future

“This white paper offers an exceptional overview of what to expect in terms of continuing the emphasis on face-to-face marketing,” IAEE Future Trends Task Force Chair Francis J. Friedman, president of Time Place Strategies Inc., said in a statement. “The goal was to create a picture of the next three to five years in the exhibition industry. Things are changing at a rapid rate and this report provides IAEE members with strategies they can use to anticipate and successfully respond to these changes.”


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