Technology is changing the way we live and do business. Digital tools are now a part of daily life, offering unprecedented levels of convenience and efficiency in the way we communicate, shop and operate a business.
From on-demand services to hybrid working, the pandemic has changed the customer experience journey and forced businesses, especially those within the event industry, to engage in a digital transformation strategy at a rate never seen before.
While the concept of a customer-first strategy is not new, it is a lot more demanding than in previous years. Consumers expect to have access to relevant content related to their activities at any time, in any place, in the desired format and across any device. And that’s exactly what a digital transformation will provide.
A digital transformation strategy is essential if you want to stay current and we’ve compiled our top five considerations for an enhanced customer experience.
1. Omnichannel Experiences
Omnichannel marketing is the strategy of taking a holistic view of all online and offline touchpoints that your audience has with your brand and provide a consistent end-to-end experience. A study by Omnisend, found that campaigns that engage customers across three or more interconnected channels achieve 287% higher purchase rates than campaigns that only engage consumers through a single channel. (Schulz, 2021).
Nirvana Unwin, Customer Experience Manager from the DisplayWise Group explains;
“By integrating technology into displays, brands unlock a wealth of advantages, including valuable metrics and providing audiences with an unforgettable personalised experience. Our clients have fully embraced this power, creating activations, exhibition stands and in-person displays that deeply resonate with their customers and drive business growth.
“As we continue embracing digital innovation, the future of our industry holds endless possibilities, paving the way for exceptional experiences that inspire, engage and forge meaningful connections between our clients and their customers.”
It’s true, digital technologies can not only increase efficiency and reach, but they can also create engaging and memorable experiences that keep your customers coming back for more. However, it’s important to note, that it’s not about having a presence on multiple channels. It’s about how each channels works together to maximise the success outcome.
Global spending on digital transformation has increased by more than $5 billion dollars over 5 years (Ariella, 2022), and we’re seeing more emphasis on data-based decision-making, agile marketing, as well as social media brand-building (which often contribute to the fast-paced tactics and pivots needed in the marketing industry each day).
2. Automations
Automation has become the top trend in technology and enhancing the customer experience. Essentially, automation involves setting up a system to carry out tasks that are repetitive and can be duplicated with ease, without requiring human labour.
By implementing automation, event and exhibition organisers can streamline their operations leading to cost savings and improved customer experiences. From automating email marketing campaigns and using chatbots to assist attendees, to lead generation and inventory management, automation has become integral to digital transformation strategies for our industry. By leveraging automation tools and technologies, event organisers can focus on more strategic tasks to enhance the event experience and create more meaningful connections.
Check out our latest article from Euroshop and the Future of Retail Technologies for inspiration, the latest products and customer experience trends here.
3. Personalisation
Personalised event experiences are a powerful way to improve your audience engagement and increase attendee satisfaction. From lead capture tools to on-stand activations, the key to delivering meaningful connections is using data and analytics. Data analysis allows you to better understand customer needs and preferences and this in turn allows for smarter marketing choices.
Nirvana further explains;
“At DisplayWise we witness first-hand that personalised event experiences are the key to boosting audience engagement and attendee satisfaction. From lead capture tools to captivating display activations, forging those truly meaningful connections is reliant on harnessing the power of data.
“Our team is known for their long-standing industry experience and prides themselves on being across the latest of what is on offer in this arena. This allows our clients to deliver their audiences with a unique proposition that connects them to their brand.”
According to Salesforce, 57% of consumers are willing to share personal data in exchange for personalised discounts and offers. Now that’s an opportunity your brand would not want to miss!
4. Virtual and Hybrid Events
Events have drastically evolved since the pandemic as planners, marketers and brand managers alike have sought new ways to combat the uncertainty of government-enforced shutdowns. Hence, the arrival and rise in popularity of virtual and hybrid events. In fact, pre-pandemic, virtual, and/or hybrid events accounted for only 18.9% of all events. Post-pandemic, this has increased to 59.5%. (Mileva, 2022)
Virtual and/or hybrid events, allow for a much greater reach while maintaining cost-effectiveness and a greater ability to increase your ROI. So, if you’re planning an event, be sure you are including digital options.
5. Social Media
Where digital is playing a big role in shaping events is by allowing people to share experiences outside of the physical location, presenting interesting opportunities for brands. By streaming events live on Facebook, Instagram or YouTube not only can brands reach a wider network but you enable a more engaged digital experience. (Howarth, 2022)
Social media channels can be leveraged pre, during and post-event to give your brand maximum impact. For more tips, download our Ultimate Guide to Social Media Marketing at Tradeshows & Events here.
Overall, digital transformation is pushing the boundaries for brands to explore innovative methods of increasing value for their customers. By utilising digital technologies, processes can be improved or reinvented and customer experiences transformed. As such, events and exhibitions will continue to be a crucial tactic for any marketing strategy, allowing businesses to connect with customers and make an impactful impression to establish long-term loyalty.
At DisplayWise, we understand the importance of digital transformation and are here to help you achieve your goals. Contact us today to learn more about how we can help enhance your next experiential campaign, retail activation or exhibition.
