Event Technology Will Be Critical to Senior Marketers, ACTIVE Network Predicts

Event technology company ACTIVE Network has looked into its crystal ball, it announced yesterday. What did it see in the year ahead? More integration of technology in meetings and events, which it predicts will become an “essential piece” of the Chief Marketing Officer’s toolkit in 2014.

“As organizations look to get a holistic view of their customers, the valuable intelligence gathered through meetings and events is a critical addition to well-established CRM and marketing automation tools,” JR Sherman, senior general manager and senior vice president of ACTIVE Network’s Business Solutions division, said in a statement. “For most marketers, events are typically one of the highest spend categories, with one of the highest rates of return. Companies realize that they must apply the disciplines of digital marketing to live events in order to capture this intelligence and measure ROI.”

Specifically, ACTIVE Network has three predictions for 2014:

• Big Data: “Companies will continue to implement ‘Big Data’ strategies for their meetings and events, consolidating the associated data into a single technology platform and integrating it with their CRM and marketing automation technologies in order to make better-informed meeting and event decisions, deliver custom content and measure ROI,” ACTIVE Network says.

• Strategic Meetings Management (SMM): “Many organizations will use this consolidation as a first step toward implementing a SMM program in order to increase efficiencies and cost savings, reduce risk, track ROI, and tie their meetings and events strategy to that of the larger organization,” ACTIVE Network predicts.

• Custom Content: “By analyzing touch points with attendees throughout the year, companies can better understand them in order to deliver content and information tailored to their specific areas of interest,” ACTIVE Network concludes.

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