Marketing Trends to Look Out For

Posted by Cat Virca in Tips, Trends

The meetings industry is rapidly changing, and old practices just aren’t going to be as effective in the future. There is now a greater focus on connecting attendees, improving event quality, and making more personalized content. Marriott International has partnered with the Professional Convention Management Association to discuss insights from leading industry experts. The group has identified important upcoming trends and what we need to do to leverage them.

1. Sensory Analytics. Sensor technology is capable of measuring heart rate, eye movement, and even stress levels. This precise data will help planners and venues better understand how attendees are interacting at meetings and events. Advances in analytics tools allow us to collect relevant information, analyze the inputs, and make adjustments in real time.

2. Tribalization. Today’s consumers are leaning away from individualism and more towards “tribal” communities of like-minded people. From bloggers to entrepreneurs to CrossFit enthusiasts, niche communities are growing in popularity. Participants seek genuine connections, and events that facilitate a more collaborative approach will hold more value.

3. Content Safaris. Consumers want to personalize their own experience. The meetings industry will need to provide multiple content options from which attendees can choose their own path. This gives participants a sense of self-discovery and engagement rather than being bound to a chair in a crowded conference room.

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