Research
NAVIGATING THE NEW LANDSCAPE OF CORPORATE EVENTS : INSIGHTS ON AUDIENCE ENGAGEMENT AND EMERGING TRENDS
We offer a summary of a recent white paper , published by Conference News in collaboration with IDENTITY , which delves into the evolving landscape of corporate events , emphasising the changing behaviours of audiences and the implications for event planners . With insights drawn from a survey of 119 UK industry professionals , the document highlights significant trends in audience engagement , loyalty and communication preferences that are reshaping how events are organised and marketed .
Audience attention spans One of the most notable insights gathered from event organisers is the widespread agreement on the changing nature of audience attention spans . A significant 82 % of those surveyed believe that these spans have noticeably decreased in recent years . This shift presents a substantial challenge for event planners , who are now tasked with reimagining their strategies to effectively capture and maintain the focus of their participants . As audience attention continues to dwindle , it becomes increasingly crucial for planners to innovate their event formats and structures . They need to ensure that the content presented is not only engaging but also resonates deeply with attendees , whether they are participating in person or joining virtually . This might involve incorporating interactive elements , dynamic speakers and varied presentation styles that cater to the evolving preferences of a distracted audience .
‘ Planners need to ensure that the content presented is not only engaging but also resonates deeply with attendees ’
Audience loyalty and participation concerns As attention spans continue to diminish , there is an increasing worry about the loyalty of audiences across various sectors . The survey revealed that a significant 81 % of participants believe that audience loyalty has either remained the same or has declined in recent times . This shift in loyalty can be attributed to several pressing factors . Economic challenges , such as the ongoing cost-of-living crisis , have strained individual budgets , making people more selective about the events they choose to attend . Additionally , there remains a hesitancy among certain demographics to fully embrace in-person gatherings , a sentiment rooted in the lingering effects of recent global events .
This situation signifies an urgent call to action for event planners and organisers . They must prioritise the creation and implementation of effective customer retention strategies that not only attract attendees but also engage them meaningfully over the long term . By understanding the underlying reasons behind shifting loyalty and adapting their approaches , event planners can cultivate lasting relationships with their audiences , ensuring that their events resonate more profoundly and become integral to their attendees ’ experiences .
Communication and marketing trends and challenges The proliferation of communication platforms has further complicated efforts to reach audiences effectively . According to 69 % of respondents , it
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