Maximising ROI from events in a digital world

Like it or not we are in a predominantly digital age. Technology has moved so fast that it is affecting almost every part of our lives. Social media, data security, virtual reality, Blockchain, artificial intelligence, Big Data – the list goes on. We are also living in a world where there are five different generations of people - each of which communicate in entirely different ways - from the Veterans in their 70s down to the digitally savvy Generations Y and Z. Yet the vast majority of organisations continue to act as if there were, at best, two types of target audience - 'old' and 'young'. In today's multi-channel world where there are a huge variety of different niche audiences, it is becoming increasingly important to have a multi-generational business and communications strategy. Unfortunately, a majority of companies – including event organisers - are woefully unprepared to meet the challenges of this new landscape. However, no one should be surprised by this. Human beings don’t like change – including business professionals – especially when it is as potentially life-changing as the one we’re all experiencing as a result of technological…

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