Opportunity Technology: The 2021 Guide

What is opportunity technology?

Event technology is any digital tool that helps you plan and organize an event. Examples include event management software, engagement tools, virtual platforms, streaming services, and mobile applications.

Why event technology matters

In response to COVID-19, technology is evolving faster than ever. This rapid evolution has been very beneficial to the opportunity industry. 90% of the event team believe that technology can have a huge positive impact on the success of their events.

Before advances in event technology were made, event planning was a very simple process. Meeting planners define contact person by contact person. Event promotions were limited to media such as print or direct mail. And before virtual event technology, organizers could only schedule live events. But advances in data analysis allow event planners to track and evaluate every part of their events. Likewise, the rise of opportunity technology has made it easier to bring personal, hybrid, and virtual ideas to life.

Opportunity marketers now have a variety of technologies to choose from and add to their technology stack.

Each part of the event technology stack does its part to support the entire lifecycle of an event as it moves from one phase to another. Website creation, event registration, and email promotion are possible thanks to event technology.

Opportunity technology has also led to a better user experience. Attendees can click on each other via platforms, meetings, and networking tools at the touch of a button. Meeting schedules allow attendees to easily navigate the event with features like chatbots that provide instant answers to their questions or maps to help them navigate major conference centers. Live streaming technology is another example that allows attendees to join sessions from around the world.

How to choose the right technological opportunity?

When choosing an opportunity technology, it’s important to keep some basic planning principles in mind. Use the meeting objectives and overview to guide you and help you determine which technology will really benefit you and your attendees. In this section, we discuss considerations and best practices for choosing the technology of opportunity.

Keep your meeting goals in mind

Event technology can help you achieve your goals, no matter what type of event you are planning. To choose the right technology, you need to know exactly what your meeting goals are. Why organize your event in the first place? See what you are trying to achieve and find the technology that supports your goals. Given your business goals, which KPIs for the event determine whether your event was a success? Think about your event strategy and the outcome you want attendees to remember when they attend your event.

If you’re still not sure what your goals are, here are the most common meeting goals.

• To increase brand awareness

• Improve customer/organization relationships

• Teaching

• To generate qualified clues

• Promote more activity on target accounts

• To keep customers

• Promote opportunities on target accounts

Want to know more about goals? Read our article How to define planning opportunities for success.

Think about the type of event

There are many different types of opportunities. To choose the right event technology, you need to discuss the type of event you are offering. Below is a brief description of the most common types of events. Check out our Guide to Virtual Events for an in-depth look at the most common types of virtual events.

see virtual vertices

A virtual dome is the online version of a personal conference. According to our standards for virtual events, these events typically last one to three days, and most (57%) of events last one day. As personal speakers, you will find speakers, banners, and topics for different sessions, product demos, and sponsors. With all the elements involved in a virtual conference, you need a wide range of event technologies to host your event, and the technology you choose is highly dependent on the goals of your event.

Some of the most common event technologies used during virtual domes are virtual event platforms, hearing aids and networking tools, and live streaming solutions.

virtual conference series

A virtual conference series is designed to deliver content for days or sometimes even weeks. These large-scale capabilities allow brands to communicate with visitors for extended periods. It also allows participants to absorb content at their own pace, avoiding digital burnout.

When planning a virtual conference, the most important technology tools for the event are the virtual event platform, audience engagement tools, network resources, and live streaming solutions.

Virtual shows and exhibitions

These types of online opportunities help businesses virtually showcase their products. It can be a standalone event or combined with a series of lectures or conferences where attendees can discover new products and solutions and generate business opportunities.

Key technology tools for a successful virtual trade show or showroom include highly customizable environments, chat capabilities, tools for presenting live or on-demand product demos, and e-commerce capabilities.

virtual laboratories

Virtual workshops provide participants with training on specific topics. These are usually smaller events with interactive elements that allow attendees to participate in discussions, network, and communicate with other professionals in their field.

Event technology such as video conferencing, whiteboard or brainstorming tools, notification capabilities, and file-sharing systems will make the workshop a success.

sales position

Sales Kickoffs (SCOs) are internal corporate events that are typically held annually. The goal of an SKO is to bring the entire sales team together to talk about business goals, share best practices, share exciting product updates, and learn from top executives. This is a great way to lift company morale and set the tone for the coming year.

The technology tools needed to deliver a successful SKO include chat capabilities that allow team members to share ideas, questions, and answers, allow attendees to ask questions, two-way sales communication, and role-play and training for hearing aids such as the recordings.

Web seminar

These virtual events are short, typically no more than 1-2 hours. Webinars cover very specific topics and can be designed for education, brand building, and engaging perspectives.

The technology tools used for webinars include a webinar platform, chat launcher, polls, and Q&A for an interactive experience.

hybrid events

Hybrid events combine face-to-face components and virtual events. Hybrid options are becoming more and more popular. In our evolution report, we found 97% of opportunity marketers believe they will see more hybrid opportunities in 2021.

There will be many moving parts of hybrid opportunities. Event technology will play an important role in planning and execution. Depending on the type of event, tools for setting up, registering, and recruiting virtual audience solutions range from online audiences to streaming and production resources.

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