Investment in CRM systems led the way, with 31% of agencies saying it had been their biggest tech spend in 2015. A further 19% of agencies invested in event apps, while 11% pumped money into production technology.
According to Tom Cordory, production manager at Stagestruck, one of the biggest overall investments is ‘people time’. "Before committing any new technology to our clients it is vital we fully understand its possibilities and its limitations," he explained. "This takes time and requires a large investment in people. Most new technologies are not an 'off the shelf' solution and require development and training for both our staff and our clients to give the most rewarding results."
Mark Scales, head of event solutions at Banks Sadler, agreed that ‘people power’ was a key part of investment. "Due to the fact that we develop many of our solutions in-house, our biggest investment would probably be in overall staff headcount. Beyond that, we have invested our time in the development of richer event applications, and data capture."
Meanwhile, head of digital at TRO Craig Mckay reiterated that it was important to listen to clients and not use technology ‘for the sake of it’. "We never use technology for technology's sake," he stressed. "It always depends on the creative brief and how technology can enhance the experience we are creating and support our clients' objectives."
In total, 63% of agencies said their technology purchases were driven by clients’ needs. "We spend a great deal of time researching new technology to see if it can be developed into a valuable event tool. Our clients have a message to deliver and if technology is the right solution then we will invest in the technology that delivers this message with the most impact and in a memorable way," said Cordory.
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