13 May, 2015 – U.K - The focus on digital is growing and consequently brands are losing the personal touch that they once had with customers. More and more people interact with brands via social media and while beneficial, it does lack the personal touch. Conferences help brands to connect with their customers.
Brands are increasingly using conferences as a way to better their awareness among customers. Areport by The New York Times discovered that companies are using conferences to attract customers and bridge the gap between the digital and real world helping them to boost profits. Although “digital is at the centre of our world, [live events are] more popular than ever,” said Arianna Huffington, president of The Huffington Post Media Group. “The need to actually be live and connect with human beings and listen to people in the flesh seems to be the paradox of our age.” As pointed out by Search Engine Journal, the digital marketing industry is staging live events to bring the digital and real world together. Other industries are utilising conferences as well to connect with their customers as companies realise their importance.
Hypergrid Businessused the Oculus Rift, a gadget that quite literally merges the digital and physical worlds together, to show that conferences are the perfect place to test new technologies. “One take-away from this week’s experience was just how disruptive Rift experiences will soon be at future trade shows and conference exhibits,” Jon Brouchoud, writer for Hypergrid said, “it generates buzz, draws crowds around your booth, with people waiting in line just for the chance to look at your product or service.”
Stephanie Ellrott from RIBA Venues, a conference venue in London, said “Brands understand the impact conferences have and are incorporating them into their marketing strategies. It is only a matter of time before brands start to dream up new ways to reach their target customers at conferences.Brands are increasingly attempting to bridge the gap between the digital world and the real world.”Ms Ellrott said that, “conferences allow brands to connect to customers in person, which is especially important to customers in this digital age.”
The personal touch is so valuable to businesses. Ms Ellrott said, “Conferences give business the personal touch. With the digital world growing, conferences are becoming more important as the allow business to show that they are real people that understand consumer needs.”
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