Mobile apps are destined to become one of the most popular pieces of technology for the event industry as they are fuelled by the astounding growth in smartphones’ adoption.
While there are immediate tangible benefits such as reduced environmental impact and new marketing channels activation, other advertised benefits such as higher engagement and improved event perception are still to be supported by evidence.
The value of mobile event apps is still dependent on implementing and designing a wise event app program. Elements like attendee research, organization, tech friendliness, effective measurement framework, and organization buy-in, seem to usually predict a successful app program, pretty much mimicking the social media and wider technology environment.
A proper mobile strategy looks at apps as the tools, or tactics, in the wider event framework of business objectives, making success a relatively easy element to measure.