Industry professionals discussed the rapid advancement of the event industry with the new event techniques at the 3rd edition of BW Applause Experiential Marketing Summit and Awards
Events industry is blooming at a rapid pace around the world and getting better in countries like U.K, India and Japan. With such an explicit growth, this industry seeks the support of technological advancement to meet the consumers’ experiential expectations. Thus, forth, the event industry professionals, startups, partners and capitalists work together to develop solutions for the same.
In a discussion on technological revolution in the events industry, Pijush Dutta, Programme Director, Apeejay Institute of Mass Communication considers experiential as “engaging with the consumers” and also comments, “technology has helped transform analogue into digital [over the technical revolution] and it comes as an out of the box communication domain”. Contributing to Dutta’s opinion, Mohit Joshi, MD, Havas substantiates the technical advancement in events through available facilities such as Live Streaming of events, Artificial Intelligence, Virtual Reality which make an event’s experience bigger than ever. Adding further, Joshi enlightened the audience on how the data of each participant recorded can help in curating a bespoke experiential experience for the consumers. Ved Shukla, Founder & CEO, Mylomart, agreed on the immersive nature of tech and believes that “such experiences remain with the customers, and brands get better Return on Investments (ROI)”.
On being asked by Emcee Swati Sharma about the free online streaming of events, Mohit Joshi, MD, Havas points out on the monetisation of free streaming and says, “You can monetise that completely; it can be taken to a different level altogether!”
Pijush Dutta further highlights the technological support in the education industry and opines, “Educational institutes take support of technology to bring a sense of complete industry exposure for the students”.
Highlighting the technological disruption in the legal enterprises, Sudhir Mishra, Managing Partner, Trust Legal emphasises on the power of LinkedIn, he says, “LinkedIn has been a big disruption in the technological domain”. He cites an example of how video conferencing is a tool for talking with the prison inmates, again a technological disruption! But in this disruption, Pijush Dutta talked about “Digital Security” and added “proper research should be done” about any technological development.
The session further discussed about the blurring line between traditional and digital mediums, Mohit Joshi comments on the relationship of the two and says, “Physical and Digital ways are becoming one!” Adding to his statement, Sudhir Mishra of Trust Legal opines, “Technology has the power to bring the data breach activity better than a physical [or traditional] way”.
In conclusion, Sudhir Mishra said, “You want technology to facilitate you and not control you!”
These events industry stalwarts were presenting their views at the BW Businessworld Applause Experiential Marketing Summit and Awards, which was held in New Delhi on February 6, 2020.
