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1
TechnologyTrends Today
What Event and Exhibition Organizers and Marketers
Need to Know
7/23/15
Larry Chao
@lpchao
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Larry Chao BS, MIT and MS/PhD, Stanford Vice President of Corporate Development, OneTraction
@lpchao
Presenter
7/23/15
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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
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tech trends = b2b opportunities
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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
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Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know
Cloud Mobile Social e-Commerce
7/23/15
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“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?
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• 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
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• 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
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Toy Industry Association’s ShopToyFair365.com
Trade Show Digital Marketplaces
Advanstar Global’s ShopTheFloor.com
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Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know
Cloud Mobile Social e-Commerce
7/23/15
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Bluetooth
Mobile Tag Drivers
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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
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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%.
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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
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• 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
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Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know
Cloud Mobile Social e-Commerce
7/23/15
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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
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• 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?
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• 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
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Event Social Profiles
• Both company and individual user profiles
• Localization options for both the Site and Content
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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
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Technology Trends Today: What Event and Exhibition Organizers and Marketers Need to Know
Cloud Mobile Social e-Commerce
7/23/15
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• 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
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• 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
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Event Storefront
• Wholesale sellers and trade show exhibitors can create their own digital storefront, including:– Company Showroom– Filter Functions– Brand Presentation– Product Overview
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Event Showcase
• Wholesale sellers and trade show exhibitors can showcase and share detailed product information including:– Description– Pricing– Details– Images– Thumbnails
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• Trade show attendees and wholesale buyers can create a digital purchase order and submit to exhibitors/sellers on the digital marketplace
Event Purchase Order
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• 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
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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