Starting out with one of the biggest stories to come out of the tech world this year. This is of course Mark Zuckerberg’s announcement of Facebook changing the company name to Meta and the company are investing millions into what they are describing as “the next version of the internet”.
According to Meta, in the metaverse we will be able to interact with one another in a completely new and immersive way. Instead of looking at screens, we will be able to have shared experiences in a completely 360-degree environment; essentially heightening human interaction in a digital space. Virtual meetings will feel face-to-face, gamers will be immersed and fully united in a new world.
The question we must ask ourselves is can this technology elevate our work, and how? In an industry based on human interaction, the rise of The Metaverse is something we should be all watching closely.
Engagement rates are being shaped by companies’ response to social issues and inequalities. In fact, up to 94% of younger audiences (16-24) expect companies to publicly decare their positions on social issues. This touches on a vital topic which marketing agencies and brands have wrestled with for years – transparency and honesty. At a time where audiences can research into companies with far greater ease than before, companies must address their approaches to social issues as a part of their overall marketing.
Companies like Facebook, Amazon, and Apple can all faced their fair share of bad press in recent years concerning similar subjects. Issues like sustainability, ethical labour, race and gender, and data usage are all counting towards immerging audiences’ opinions of companies, and thus, their buying habits.
This was included in the last section, but the conversation about caring for our planet is not going anywhere. In fact, it’s growing, and with good reason.
With the world of events beginning to swing back into action, companies and customers alike are looking at where and how resources are being used. After all, the events industry has been historically wasteful with regard to operations. Think about the number of promotional materials that have accompanied an event you have attended in the past. Where these things have been common practise in the past, companies are scaling back on these, and looking at more sustainable ways of promoting their events.
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In our 2021 trend roundup, we discussed how the year was “the year of the hybrid event.” Clients needed to act fast to change the landscape of their event in the midst of changing travel and attendance restrictions.
The last two years have somewhat forced people’s hand when it comes to hybrid. Now that some of the opportunities that it brings have been explored, it looks like hybrid is here to stay.
Now we are starting to return to face-to-face events, organisations are wondering how hybrid solutions will play a role in the future of their plans.
Like the conversation around sustainability, data is something which will continue to grow and become more engrained into how event planners design the user experience.
Data is arguably the most valuable commodity when it comes to understanding audiences. It helps event organisers adapt and shape experiences, it helps people learn what people will engage with. It helps to track behaviours. One thing is clear, in times like these, planners should invest in data to help indicate what experiences are likely to have the largest impact.
This leads us onto our final trend to keep an eye on…
Collectively, we are getting rather used to using some form of immersive tech in our daily lives. This is usually Snapchat or Instagram filters, and heaven knows we have all been using Zoom. The technology is here, but where is it going in the next few years?
Well, Virtual Reality and Augmented Reality are on the rise across almost all industries. It has been adopted across entertainment, education and even healthcare. From virtual tours in events and housing markets, to virtual operations performed by surgeons; this technology is becoming more widely used. In fact, over the next few years it is estimated that the VR and AR industries will increase by 25%, probably resulting in companies making greater investments in these technologies.
VR and AR are shaping how companies, institutions, and organisations engage with and educate their audience. By building completely immersive and purpose-built spaces, your experience can be taken to the next level.