Event Tech Roundup
ExpoPlatform reveals its hand
The AI-powered software company has revealed its latest report , including insights into implementing the findings
How respondents think their investment into digital channels will change this year xpoPlatform , a provider
E of event management software for exhibition organisers , has released its 2023 Event Tech Forecast . The report was put together with the help of key industry contributors , who also provided their expertise .
By utilising the insights of the industry veterans , the study focused on four topics :
• How much annual revenue will come from digital channels
• Where are the biggest opportunities for event technology to develop
• The most important challenges facing event professionals right now
• The key event tech features moving forward
Digital channels The report made clear that digital revenue has become increasingly important in an organiser ’ s business model , with half of the respondents expecting 10 % -29 % of 2023 revenue to hail from digital channels this year . The figure is an increase of over 10 % from the last research – from July 2022 . Almost 10 % of respondents were ambitious about the rise of digital , predicting that revenue from their digital channels would rise 50 %. Only 5 % of respondents expected their digital revenue to reduce in 2023 .
Big opportunities Upcoming opportunities for event tech growth were also surveyed .
Community nurturing around a product or event is set to be a key focus for 2023 , with 63.6 % of respondents highlighting it as the biggest opportunity for tech growth this year .
Nurturing communities was followed by proving exhibitor ROI and digital monetisation , which both pulled in 50 % of responses highlighting it as an opportunity for growth .
Contributor Rob Millar , director at Devonshire and St Andrews , explains that a good way to capitalise on the need for community nurturing could be to onboard someone with the skillset to forge and maintain marketplaces from a strategic plan – like a community manager .
Challenges and tribulations The top challenge experienced when using event tech was a seamless experience across the platforms , according to 59 % surveyed . This challenge was closely followed by good ROI for exhibitors , integration between suppliers , and lack of skilled resource – all three tied at 55 % of responses .
Stephan Forseilles , head of technology at Easyfairs , describes
a current trans-industry ‘ war for talent ’ in which the exhibition industry is not the best-equipped army to win . To bridge this gap , he suggests the industry further invest in quality-of-life attributes such as work-life balance and remote working .
Key tech Event professionals explained how they are currently using event tech , the top three being :
• Event mobile apps ( 64 %)
• AI matchmaking ( 50 %)
• Lead retrieval ( 50 %)
The report concluded that mobile apps were an obvious choice for event tech , considering that most individuals carry at least one form of mobile device on their person every day . Events need to stay relevant in the digital age , Forseilles concludes : “ The live trade shows are the best place to get current information , because then you can really see what ' s happening in an industry .”
“ It ' s super important data – so collecting it for long enough to be able to use it in a meaningful way is key to the future of trade show organisers .”
www . exhibitionworld . co . uk Issue 1 2023 25