Looking Ahead: 5 Paths Event Marketers Can Take Advantage of
Written by Alexander Rorty, MCH Group Digital Director, and UFI Digital Innovation Working Group. While every industry has its own benchmarks, it can be said that the retail industry is closely related to our events industry. This is especially true when it comes to value creation, especially in high-traffic locations. Learn how our retail peers far exceed the events industry in terms of value - According to a report by Research and Markets, the global retail industry will be worth approximately US$26.23 trillion in 2022*, while the global events industry will be worth US$887 billion in the same year** — I believe we can consider and embrace the notion that their advancements may be attributed to the strategic use of technology in optimizing and maximizing attendee traffic management. This raises several interesting questions: Are there overlapping use cases between our industries? What existing retail technologies can benefit the events industry, and what technologies can we adopt to address our unique…
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