In 2024, the event industry is embracing a mix of trends that focus on enhancing in-person experiences, integrating digital technology, and addressing the evolving preferences of attendees. These trends highlight a dynamic shift toward creating more sustainable, flexible, and personalized event experiences that leverage technology to meet the evolving needs of attendees. We’ve tapped into the collective wisdom of industry experts, analysts, and 12,000+ event builders from leading Fortune 500 companies, including 10 of the top 20 in life science and pharma and the Big Four professional services networks.
Here are some key trends to look out for
In-Person Events with Digital Integration
In-person events are making a strong comeback, underscored by a desire for face-to-face interactions. However, these events are now being enhanced with digital technology, like mobile event apps, for seamless communication and personalized schedules. The use of technology such as badge printing software and QR code scanning is improving the efficiency of event check-ins.
Hybrid Events
The blend of in-person and virtual elements in hybrid events continues to be popular, offering flexibility for attendees to participate either physically or virtually. This format is not only logistically advantageous but also expands the reach of events, making them accessible to a wider audience.
Sustainability
Environmental consciousness is becoming a central aspect of event planning. From event badges made of recycled materials to lanyards from sustainable fabrics, events are increasingly incorporating eco-friendly practices.
Immersive Technologies
The use of virtual reality (VR) and augmented reality (AR) is creating more engaging and memorable event experiences. These technologies allow attendees to explore virtual venues, participate in scavenger hunts, and interact in virtual environments.
Personalized Attendee Experiences
Leveraging artificial intelligence (AI) and data analytics, event organizers are tailoring experiences to individual preferences. This personalization extends to schedules, activities, and content recommendations.
Diversity and Inclusivity
There’s a growing emphasis on creating events that cater to diverse audiences. This includes incorporating accessibility features, language options, and culturally inclusive programming.
Event Gamification
Incorporating gamified elements into events, such as scavenger hunts and interactive quizzes, is enhancing attendee engagement and creating dynamic, enjoyable experiences.
Digital-First Approach
A digital-first strategy in event planning is becoming essential. By using simple camera setups for streaming, events can engage audiences worldwide without significantly increasing costs. This approach aligns with modern attendees’ expectations for sustainable and engaging event experiences.
Multi-Format Event Strategies
Integrating a mix of in-person, hybrid, and virtual events allows organizations to cater to various audience preferences, extend engagement beyond the event duration, and reduce overall costs. This strategy also supports sustainable practices and risk management.
One End-to-End Event Technology Solution
Shifting to a single event technology platform reduces operational complexities and costs, providing a cohesive experience for attendees. This shift is crucial for effective event management and engaging content delivery.
In North America, 77% of respondents expect attendee numbers to return to or surpass 2019 levels, with 81% of meetings and events planned to be in-person only. Budgets for events are also expected to increase, reflecting a positive outlook for the industry.
In the Know: Latest Marketing Service Trends
The landscape of print, design agencies, fulfillment, event vendors, online storefronts, and ad specialty is rapidly evolving in 2024, with several key trends shaping the future of these industries:
01 Print-on-Demand Evolution
The print-on-demand market is increasingly focusing on personalization and customization, with a significant rise in demand for customized wall decor and t-shirts. Textured wall coverings and textile-based decor are gaining traction, as are custom-designed t-shirts for branding, movies, events, and social causes. The custom t-shirt printing industry, in particular, is expected to grow significantly, reflecting a broader trend toward more personalized and meaningful consumer products.
02 Design Trends
In the realm of design, especially print-on-demand, there’s a move toward more unique visual experiences. 2024 is seeing an embrace of 3D designs, geometric shapes, and natural patterns and textures. This shift toward more dynamic and engaging designs is indicative of a broader trend in consumer preferences for products that are not just visually appealing but also tell a story or evoke emotion.
03 Digital Storefronts
Digital storefronts are becoming increasingly sophisticated, with a focus on enhancing the customer experience. Modern solutions, such as headless e-commerce services, allow for greater flexibility and personalization by decoupling the frontend and backend of websites. This architecture supports a more seamless and tailored online shopping experience, highlighting the importance of keeping digital storefronts relevant and user-friendly.
04 Web-to-Print Success Stories
Companies like DigiCopy have experienced significant growth thanks to high-volume web-to-print (W2P) use. The integration of production, inventory management, and analytics through online storefronts has proven to be a key factor in this success. Customizable and branded online portals have allowed for a more efficient ordering process, highlighting the value of web-to-print and fulfillment services in today’s market.
05 Integrated Business Solutions and Order Automation
E-commerce solutions that are flexible and responsive are essential for streamlining business operations. Customizable storefronts that automate the entire ordering process, from order to delivery, are becoming a standard. These integrated solutions maintain brand control and consistency, demonstrating the growing importance of efficient and automated systems in meeting marketing needs.
