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Data, personalization, and lots of humanity, amongst the 2016 IMEX trends

Data, personalization, and lots of humanity, amongst the 2016 IMEX trends

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 Time to get ready for a successful year in an ever-changing world. And amongst the countless market studies published these days, the IMEX team made a selection of trends affecting our industry. More a review of various trends gathered here and there, but a useful summary nonetheless. Here are some highlights.

Personalization

The trend, already well under way for companies like Coca-Cola, Starbucks, McDonalds and British Airways will accelerate. UK marketing title The Drum calls it “one of the hottest topics in the marketing industry today.

Consumers today are living seamlessly across different devices and platforms and today expect a highly personalised experience from brands.” And according to Gartner, this trend will continue to grow. People like to be treated as individuals and to tailor how they are treated, whether as an employee or a consumer. Time for events to be really tailor-made (which, frankly, they have traditionally not been…)

Data and analytics

Obvious complement of personalization, data intelligence (maybe not quite “big data” yet in our industry) will be a hot topic. Data gathering and analytics that drill down into the behaviors of individuals and groups are essential to personalization strategies, as IMEX reminds us.

What use do you make of the data you gather in your events? As often with data issues, the problem is not so much gathering than as analyzing them and using them. Make time for that in 2016!

Being human with F2F

In an ever more technological world, the continuing growth of the meetings industry reflects the essential need for F2F contact. Similarly, in contrast to the data driven approach, marketing expert Alan Hart, founder of marketing consultancy avidimpact.com predicts that “being human will return to marketing” because

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