9 Event Technology Trends: Insights From a Gartner® Magic Quadrant™Leader
The event industry is propelled by continuously evolving event technology and increasingly demanding and specific attendee expectations. Understanding these transformations is pivotal, so we took a deep dive into the inaugural Gartner® Magic Quadrant™ for Event Technology Platforms — in which we were proudly named a Leader — so we could share the latest event technology trends with you.
Without further ado, here are the trends shaping the future of events:
1. The Push for a Consolidated Event Tech Stack
The drive toward tech consolidation is clear, as event organizers seek streamlined solutions that seamlessly handle virtual and in-person formats. This trend reflects a need for integrated platforms that simplify the technology stack and offer a cohesive user experience, ensuring that no attendee — whether online or onsite — feels friction or like they’re being left out.
2. The Strategic Use of Data Analytics for More Informed Decision-making
Data analytics are critical for tailoring event strategies to attendee behaviors and preferences. Organizers can make informed decisions that enhance the overall event experience by understanding what works and what doesn’t. This strategic use of data sets apart successful events in today’s technology-driven landscape.
Here are some helpful resources to master this trend:
- Read: “23 Important KPIs for Measuring Event Success”
- Read: “The Ultimate Guide To Event Marketing Attribution and Measuring Event ROI”
- Read: “The Complete Guide To Building a Post-event Report”
- Listen: Developing a data-driven event strategy with Nicola Kastner
- Watch: No data left behind: Strategies for transforming post-event data into event success
3. Personalization at Scale Through AI-driven Event Management
Artificial intelligence (AI) is revolutionizing event management by enabling a level of personalization previously unimaginable. AI’s role is multifaceted — from customizing attendee experiences to optimizing operational tasks. It offers the tools to analyze attendee data in real time, predict behaviors, and tailor events to match individual preferences, setting a new standard for attendee engagement.
Here are some helpful resources to master this trend:
- Read: The Complete Guide to AI Tools for Event Planners
- Read: 100+ AI Event Management Chatbot Prompts
- Listen: Harnessing the power of content, AI, and data for event success with Natasha Wood
- Listen: Harnessing AI in event management with Atlassian’s Josh Shepherd
- Watch: Revolutionizing event planning with AI
- Watch: Prepare for the AI revolution: Tips, trends & strategies for event profs
4. The Rise of Regional Micro-events and Localization
There’s a growing preference for smaller, regional events that offer more targeted and personalized experiences. These events go by many names — satellite events, micro events, regional events — and can enhance access, sustainability, and a move toward less corporate travel. They also allow for deeper, more meaningful engagement with attendees, fostering a sense of belonging and community.
Here are some helpful resources to master this trend:
- Read: “The Micro-event Revolution: How Smaller Gatherings Are Making a Big Impact”
- Read: “Satellite Events: How Localized Gatherings Can Help Scale Your Event Strategy”
- Listen: Maximizing ROI and relationships through micro-events with Aleksandra Panyukhina
- Listen: Achieving event scalability with standardization, localization, and continuous learning with Mathias Sondermann
5. An Emphasis on Enhanced, Personalized Attendee Experiences
Outstanding event content isn’t enough to keep attendees engaged — they seek immersive, personalized experiences that cater to their needs and interests. This shift toward enhanced attendee experiences necessitates the use of event technology to deliver interactive sessions, unique engagement opportunities, and content tailored to each attendee.
By leveraging technology innovatively at every touchpoint, from marketing to post-event follow-up, organizers can transform passive viewers into active participants, making personalization a critical component in creating genuinely engaging events.
Here are some helpful resources to master this trend:
- Read: “The Ultimate Guide to Event Personalization”
- Read: “Maximize Conference Success: Building Free Time into the Event Schedule”
- Read: “The Complete Guide to Audience Engagement”
- Read: “How To Create Engaging Event Experiences for Eager Learners and Reluctant Participants”
- Read: “6 Steps for Mapping a Meaningful Event Attendee Journey”
6. The Growing Importance of Data and Wearables
Wearables and other data-collection tools — like our Klik SmartBadge™ — are becoming indispensable for understanding attendee behaviors and preferences. These devices not only improve the attendee experience through personalized interactions but also provide organizers with valuable insights.
Real-time data collection and analytics enable more agile event management, allowing for on-the-fly adjustments to optimize engagement and satisfaction.
Here are some helpful resources to master this trend:
- Read: “The Ultimate Guide to Event Badges”
- Read: “Why You Need Attendance Tracking Software for Events”
- Read: “Why You Need an App for Event Lead Capture and Retrieval”
- Watch: Innovating in-person events with Klik wearable tech See the SmartBadge™ in action
7. Operational Efficiency Through Automation and Doing More with Less
Automation is key to achieving operational efficiency in event planning and execution. AI and machine learning are automating time-consuming tasks, from attendee registration to feedback collection, freeing up organizers to focus on strategic decision-making and creative elements of event planning.
8. The Expanding Arena of Adjacent Market Competition
The event technology space is facing increased competition from meeting solution providers. Initially focused on virtual meetings, these platforms are expanding their capabilities to accommodate large-scale, complex event formats. This trend underscores the need for traditional event technology platforms to innovate continuously to stay competitive.
Transform Your Event Strategy with Event Technology Trends and Insights
These event technology trends will continue to shape how we conceive, plan, and experience events. As we navigate these event industry trends, event professionals must not focus solely on leveraging technology for innovation’s sake but also on creating genuinely engaging, inclusive, and memorable event experiences.
Want to learn more about how Bizzabo’s innovative, all-in-one event technology solution can help you achieve meaningful ROI and scale your event strategy? Let’s talk.
