New event technology not being used to full potential, says CWT

Research by CWT Meetings & Events in partnership with London & Partners shows that more than half of event professionals believe new technologies are not being used to their full potential.

New event technology is not being used to full potential
New event technology is not being used to full potential

Over half of the research survey’s 650 respondents agreed technology could be used better, while more than three quarters (77%) agreed that more could be done to integrate sensory technologies into events. This comes after previous research by CWT that showed 70% of planners believe sensory technology is very important at events.

Despite the fact that the event professionals surveyed agreed technology should be used better, 70% of them thought that new technologies made events and meetings more interactive and engaging. The fact that the technologies are not being used as they should could therefore be chalked up to the expense, with more than half of respondents saying event technology is too expensive.

Tracy Halliwell MBE, director of business tourism and major events at London & Partners, said: "Meetings and events are a crucial part of any organisation’s strategy and if industry professionals are to create truly unforgettable events they need to harness the power of new technologies. Tech integration does not have to be expensive and can be easily incorporated into meetings. New sensory technologies in particular can be very powerful tools that deliver tangible results and bring a new dimension to traditional meetings or events."

Thierry Duguet, global marketing director at CWT Meetings & Events, added: "With the advancements in technology, we will continue to see lower cost multi-sensory experiences being created. This includes the use of social media to engage with event attendees before, during and after an event – for example, a tweet wall where people can engage with event speakers in real-time.

"The value of sensory experiences is unlimited. If attendees have a lasting memory of your event, it leads to much better brand recognition. In a world where people are bombarded with 5,000 media messages every day and probably forget 90% of them – it’s still worth recognizing the power of events which can stay with us for a lifetime."

More: 

C&IT Awards: Best Use of Event Technology and/or Social Media

Agency Forum: Event technology remains in the 'Wild West'

World's top technology hotels revealed

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