1

TechnologyTrends Today

What Event and Exhibition Organizers and Marketers

Need to Know

7/23/15

Larry Chao

@lpchao

2

Larry Chao BS, MIT and MS/PhD, Stanford Vice President of Corporate Development, OneTraction

@lpchao

Presenter

7/23/15

3

B2B Marketing Tactics

7/23/15

Source: Forrester Research

4

Events Spending and Digital

7/23/15

Source: Forrester/DMA 2014 North American Digital Marketing Online Survey, Forrester’s Q4 2014 North American B2B Marketing Budget Online Survey

5

tech trends = b2b opportunities

5

Social NetworkingSocial connections, communities and communication In consumer driving enterprise adoption

MobileMobile devices with location-based services driving commerce in physical and digital worlds

Technology Trends Today

CloudEnterprise security and manageability concerns driving software-as-a-service adoption

e-CommerceAnalytics of networks driving product merchandising, recommendations, and transactions

7/23/15

6

Technology Adoption

7/23/15

Source: Arena Solutions

7

Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know

Cloud Mobile Social e-Commerce

7/23/15

8

“The cloud, simply refers to software and services that run on the Internet instead of your computer. Apple iCloud, Dropbox, Netflix, Amazon Cloud Drive, Flickr, Google Drive, Microsoft Office 365, Yahoo Mail – those are all cloud services.There are many advantages to using the cloud. Since the videos, photos, documents, games, and other software that lives in the cloud are available on any device with an Internet connection, you can access your stuff from anywhere.”

What is the cloud?

7/23/15

9

Event Resources in the Cloud

7/23/15

10

• High Adoption– SaaS applications are available from any computer or

any device at any time from anywhere

• Lower Initial Costs– Subscription based instead of license fees means lower

initial costs; having the SaaS provider manage the infrastructure means lower IT costs for hardware, software, and people

• Painless Upgrades– SaaS provider manages all updates, upgrades, and

availability and there are no patches for customers t download or install

• Seamless Integration– Scale with a multi-tenant architecture or integrate with

API’s

Benefits of Cloud Software

7/23/15

11

• Custom deployment– More customizable– Have to be product

manager and engineer• SEO, interfaces,

features and functions

– Long term commitment

– “Building an exhibition hall”

• Software-as-Service (SaaS)– Quicker and cheaper to

implement– Don’t need to worry

about hosting, deploying, managing

– More flexibility– “Renting a exhibition

space”

Build or Buy

7/23/15

12

Toy Industry Association’s ShopToyFair365.com

Trade Show Digital Marketplaces

Advanstar Global’s ShopTheFloor.com

7/23/15

13

Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know

Cloud Mobile Social e-Commerce

7/23/15

14

Mobile Technologies at Events

7/23/15

15

Bluetooth

Mobile Tag Drivers

7/23/15

Tag Reader Cost

Tag

Cost

NFC

Passive RFID

Active RFID

iBeacon

QR

Range

Data

Rate

NFC

3G

4G/LTEWireles

sUSB

ZigbeeGSM

WiFi1 GB

100 KB

0.01m 10km

$x0

$0.0x

$x00 $x000

16

Mobile versus Desktop Traffic

7/23/15

Source: CNN, Enders Analysis, SimilarWeb

Mobile devices accounted for 55% of Internet usage in the United States in January [2014]. Apps made up 47% of Internet traffic and 8% of traffic came from mobile browsers, according to data from comScore, cited Thursday by research firm Enders Analysis. PCs clocked in at 45%.

17

68 mobile technology startups have a valuation of $1 billion or more

Mobile Factoids

7/23/15

Source: Venture Beat

Revenue from the mobile internet will top $700 billion annually by 2017

$500 billion in e-commerce revenue will come from mobile by 2017

Mobile Retail sales projected to reach $752 billion by 2016

Google Play store accounts for 20% of overall downloads; iOS accounts for 17%

Mobile growth will surge at least 3x the next 2 years

Asia will account for almost half of the mobile commerce total by 2017The top 1%

grossing apps have 35 times more sessions per day and 20 times the customer lifetime value

$32 billion was invested in mobile tech companies in 2014

18

• Responsive web design is an approach to web design with a strong emphasis on image viewing experience to make reading easier and minimize:– Resizing, panning, and scrolling for

“simpler” navigation.

• Considerations include font size, fluid images, and layout

User Experience: Responsive Design

7/23/15

19

User Experience: Responsive Design

7/23/15

20

User Experience: Mobile First

7/23/15

21

Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know

Cloud Mobile Social e-Commerce

7/23/15

22

Reasons for Participating in Events

7/23/15

Source: BtoB Magazine

23

46% say social media enhanced their productivity

Social Factoids

7/23/15

Source: Financial Time, DemandGen report, Amazon, Forrester, LinkedIn, Microsoft

Within 5 years, sales via social commerce is expected to reach $30 billion

40% of accounts and 8% of messages on social media sites are spam

9/10 of B2B buyers say when they are ready to buy they will find sellers

58% of B2B buyers and sellers engage with peers online and 48% follow industry conversations

Over 750 million follow a brand online

70% of adult social networkers shop online

79% of online shoppers spend 50% of their online shopping time researching products

53% of active adult social networkers follow a brand

94% of SMB’s use social media as a marketing tool

49% use social media to keep abreast of last industry news and best practices

24

• Build meaningful relationships• Remain on top of industry news and best

practices• Generate content ideas and become more

productive• Increase efficiency by reach targeted

buyers and sellers

Why is Social Important?

7/23/15

25

Focused Social Networks

7/23/15

26

• Build more meaningful relationships– Find, target and interact with buyers through

messaging and social feeds– Open new customer touch points with existing

buyers

• Increase market exposure– Discover audiences in new geographies– Lead generation and analytics

• Promote product with lower costs through social– Easily receive feedback– Product information available any time,

anywhere

Social for Events Marketing

7/23/15

27

Event Social Profiles

• Both company and individual user profiles

• Localization options for both the Site and Content

7/23/15

28

Event Social Networking

• Business-to-business connectivity at the company and user level

• Interactive social feed, including:– Twitter

Integration– URL Display– Comment and

Like– Embedded Videos

7/23/15

29

Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know

Cloud Mobile Social e-Commerce

7/23/15

30

• In 2015, total retail in US is expected to increase by 4.3%. e-Commerce is expected to increase by 14.2%

• B2B e-Commerce is expected to grow at an annual estimated rate of 19%

• Over $270,000 is spent online every minute

• Buyers expect digital– 43% prefer to shop online– 29% made their last purchase

online

e-Commerce factoids

7/23/15

$263BILLION

$1TRILLIO

NB2B eCommerce

B2C eCommerce

Source: Amazon, Bizrate Insights, Forrester, IBM, Ipsos, LinkedIn, Microsoft

31

• Marketplace always open with digital– Company and product information available

24/7/365– Accessible from anywhere through web and

mobile application

• Sell and transact before, during, and after the event– Digital minimizes errors versus pen and

paper– Orders can come at any time from anywhere

• Track business in real-time– Integration with ERP/CRM

Benefits of e-Commerce

7/23/15

32

Event Storefront

• Wholesale sellers and trade show exhibitors can create their own digital storefront, including:– Company Showroom– Filter Functions– Brand Presentation– Product Overview

7/23/15

33

Event Showcase

• Wholesale sellers and trade show exhibitors can showcase and share detailed product information including:– Description– Pricing– Details– Images– Thumbnails

7/23/15

34

• Trade show attendees and wholesale buyers can create a digital purchase order and submit to exhibitors/sellers on the digital marketplace

Event Purchase Order

7/23/15

35

• Enhance and extend the event experience

• Robust simplicity and a focused user experience

• Help people connect and communicate in a scalable manner

• Smooth integration to exhibition workflow

Digital Solution Requirements

7/23/15

36

Larry Chao

Follow me on Twitter at@lpchao

Connect on LinkedIn

Stay in Touch

7/23/15

https://www.linkedin.com/profile/view?id=369468

37

Larry Chao, PhD@lpchao

7/23/15