Technology is becoming a key investment throughout the industry – but it’s not just at work, it is part of our daily lives. That is why the crossover to events continues to be so rapid; technology plays an integral part and shapes how guests understand and network through events.

As events become more immersive experiences, technology has inevitably heightened the expectation of event attendees; basics like Wi-Fi, integrated lighting and sound systems are the norm and can be found in most places as part of the venue’s offering. Our everyday use of technology, from Twitter and Instagram to event apps and ticket purchasing, makes technology the ‘norm’ on any event planners list.

Take social media as an example – every day we immerse ourselves in Facebook and Pinterest to see the latest trends and updates from events past and present. It is still the biggest platform of marketing within our industry, it has the ability to generate buzz around an event, bolster and monitor attendance, as well as keep momentum after. This is why technology has to be fully engaged into events.

Hot investments at the moment is 3D projection and mapping, which is only slightly trumped by the investment in virtual and augmented reality which now has a particular purpose in some cultural venues. Google Cardboard was released last year and the much anticipated Oculus Rift is set to launch commercially next year and will again transform our daily interaction. As a company we’ve noticed a cultural innovation, a trend in VR technology, which is also why we decided to invest in this technology and launched VR in September at Madame Tussauds. It will become the tool to help clients visualise event spaces from the comfort of their office.

Virtual Reality at Madame Tussauds

Virtual Reality at Madame Tussauds

Technology is also about convenience, there has to be a reason for it at an event, it shouldn’t be used just for the sake of it. There can be a tendency to go overboard on tech use, but just because it’s expected doesn’t mean it needs to be integrated into every event. There needs to be a time and a place, and as event organisers we need to take this into consideration.

The last few years has seen technology in the events industry move leaps and bounds and experiential has become the most effective marketing channel. Connecting with one another is the main aim of any event, along with making it personal, engaging and interactive.

Technology exists to allow this experience to happen. It’s a simple formula, in order to connect an audience with an event you must be with them. Whenever the topic of technology arises, I’m always thinking, what’s next? In a few years we’ll be discussing the next big development to transform the way we communicate and promote content. It’s an ever changing landscape, and venues continue to evolve their event technology offering to remain at the forefront.


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