Conference print agendas face obsolescence as event
marketers go mobile
As marketers of live events such as conferences, festivals
and concerts turn to standalone mobile applications to distribute pertinent
information, personalize experiences, drive advertising opportunities and
communicate directly with attendees, print agendas may soon become obsolete.
Marketers that tap mobile for large-scale events can often
use technology to personalize attendees’ experiences even more, as well as
collect valuable data for future use. Brands can also find optimal advertising
opportunities within these apps, as they can reach target audiences in a more
streamlined manner and communicate directly with consumers via push
notifications, beacons or various incentives.
“I do think print conference materials are becoming
obsolete,” said Aurelie Guerrieri, North America general manager, MobPartner,
San Francisco, CA. “Today, conference apps serve many functions from exhibit
hall floor plans and to help attendees manage which exhibitors that they would
like to visit.
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“It can also act as a personal concierge for the attendee by
helping them choose and locate local dining, entertainment, and attractions,”
she said.
“Also, people have become accustomed to the convenience and
the ability to access information easily from their mobile phone and apps in
particular. Conference attendees expect to use their own device - even at a
conference.”
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