Why your mobile event strategy is central to your event strategy

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Events are inherently mobile experiences. It makes sense that mobile technology has emerged as an essential component for creating memorable events. Having a mobile strategy is no longer optional, it’s a necessity.

Many enterprises have historically started strategic planning for their event technology by selecting a website vendor or a registration provider, but in the era of mobile, it is now becoming more common for organizations to choose their mobile app vendor first. We’ve already seen organizations moving significant portions of their event technology budget to mobile apps and away from desktop applications. These portable, digital, interactive event guides are heavily relied on by attendees. We see events where attendees are opening the event app 14 times per day on average - even more than Facebook.

Attendees have come to expect and rely on a compelling mobile app when attending large events and conferences, but also expect a similarly high level of engagement across all meetings and road shows they attend. Your mobile app is where attendees will be looking for information on what sessions are taking place, how to navigate the event campus and what exhibitors they can find. It’s also a place that event planners can enhance attendees’ on-site experience with content, customized recommendations and networking opportunities. Here’s why your brand’s mobile event strategy should be at the heart of your overall event strategy.

Mobile event strategies allow for fully personalized, experiential events

Customer-centricity is nothing new to event professionals, but the way planners create a fully personalized event for attendees has changed with the introduction of Enterprise Event Apps. With access to detailed information before the live event takes place, enterprises can enhance experiences by helping attendees plan their time before they arrive with personalization using their session history, previous preferences and role. Planners are able to engage their attendees with customized session recommendations based on their profile and interests as well as suggest networking opportunities with like-minded individuals at the same session using location-based beacons.

Chatbots and artificial intelligence within event apps are taking this a step further by continuing to learn more about attendees throughout the event. At SXSW, Eventbase provided an AI-powered chatbot named Abby, who was asked 56,000 unique questions over the course of the event, ranging from where to find sessions, to inquiring about nearby dining options (and a few weird questions too). Abby learns a users preferences to make smarter suggestions during the event, and is capable of remembering attendees’ interests for future events.

“This moves the event app beyond being an interactive replacement for the printed guide, it is now an indispensable and intelligent personal concierge that elevates the attendee experience,” says Eventbase CEO Jeff Sinclair.

Improve your data-driven event planning

An Enterprise Event App means a company can centrally collect data and insights across all of their events, giving them a deeper picture of their customer journey. Data from event technology can solve a wide range of event planning challenges, from helping to predict no-show rates to pinpointing which event experiences best-piqued attendee interest and is most likely to drive sales.

In a recent study by Eventsforce, 56% of event marketers said they aren’t using all of the data they collect. Many enterprises begin their event app strategy by considering things like app features and how to incorporate content, but the best mobile event strategies start with the setting of goals and success metrics. Working alongside your team, your event app vendor can you set and understand success metrics so you’re better able to harness data for insights and improvements.

Engage a year-round content strategy

On-site experiences can be improved by providing personalized content that engages attendees long after the event is over. Progressive event strategies include a year-long content plan guided by attendee insights gathered during the event. For attendees participating in multiple events throughout the year, event app data allows planners to engage attendees in the lead up to the next with content relevant to their preferences and interests. Using personalized push notifications it is possible to drive attendees back to the event app where they can see recommended content, including articles and videos, even if the content was from an event that is different to the one they attended. Also, with new attendees, planners are able to create personas from previous events’ data and begin engaging them with content based on their demographic.

What’s next in mobile event strategies?

Desktops computers continue to be the preferred method for event registration, but we see this moving to mobile too. Enterprises that are making a long-term commitment to improved event technology will soon be looking to incorporate registration seamlessly within their event app. Automated check-in terminals and QR code passes have already begun to replace cumbersome human-lead desktop check-ins, but the badge itself may also eventually be brought into the mobile app, just like airlines have incorporated airline tickets into their apps. Wearable beacon badges will also be commonplace within the next few years, and the mobile app will be key to delivering full-circle, interactive experiences.

In spite of predictions early in the new millennium that virtual reality and virtual meeting technology could eclipse the necessity of live experiences, events and conferences are showing no sign of slowing down. Technology is meant to improve our lives, not replace live experiences. Enterprise Event App technology is improving live experiences for both attendees and event professionals. It’s time to begin seeing mobile event strategies as being a key component of you overall event strategy.

Request a demo with Eventbase to see how an Enterprise Event App can evolve your event strategy.