Are we ready for the new era in Marketing ? - Ori Lahav President IAPCO
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Are we ready for the new era in Marketing ? Ori Lahav President IAPCO
THE SCARY FACTS
Millennials and Gen Z now make of more than half of the world papulation
Scientists predicts that a baby who is born today, will live until an average age of 142
Age Pyramid
In 10 years, 85% of USA and Europe humankind will be living will decline as in emerging markets global players
Urbanization By 2030, the UN projects that 4.9 billion people will be urban resident
New middle class of consumers from rising economics According to McKinsey, by 2025 as many as 50 percent of the world’s population will have joined the so-called consuming classes and annual consumption in rising economies may hit $30 trillion
100 years
7 years
#IAPCOEDGE?
#IAPCOEDGEEverything is connected • IOT – Internet of things • Decrease in cost of connectivity costs = more people are connected • Privacy ?
#IAPCOEDGE
The Attention Economy
The term “attention economy” was
coined by psychologist, economist,
and Nobel Laureate Herbert A.
Simon, who posited that attention
was the “bottleneck of human
thought” that limits both what we
can perceive in stimulating
environments and what we can do.
He also noted that “a wealth of
information creates a poverty of
attention” suggesting that
multitasking is a myth.
#IAPCOEDGEPRODUCT
AUGMENTED REALITY
FACIAL RECOGNITION Today can be used for • Security • Register & Print your badge • CME accreditation In the future • Health • Marketing & Retail • Traveling
Emotional Data: The Next Big Thing in Event Measuring? ROI to ROE One of the biggest challenges of event strategists is to measure the Return of Experience and understand how attendees feel like and engage with the different components of a live event, be it a session, an activation, a networking moment etc.
eSport events Top 10 eSports Events for 2019 • Fortnite World Cup - $100 million prize money • League of Legends World Championship. • The International. • Call of Duty World League • IEM Katowice. • The Overwatch League. • HALO World Championship. • PUBG Global Championship.
Think beyond in-person participants and measure the value of your online audience The broadcast numbers can be anywhere from 10 times to 1,000 times Sponsors spent around $450 million last year in eSport events
PLACE
Will this effect the way we consume ?
ESG Report Environmental Social Governance Report
What is covered in ESG report ? • Environmental Footprint of Hardware Infrastructure • Percentage of gender and racial/ethnic group representation for management, professionals, and all other employees • Data Privacy, Advertising Standards & Freedom of Expression
PROMOTION
REAL TIME MARKETING
What is Real Time Marketing ?
Definition 1 : Definition 2 :
Real-time marketing is marketing performed "on- Real-time marketing captures online user
the-fly" to determine an appropriate or optimal information and data, including personal trends
approach to a particular customer at a particular and spending history, to provide instant,
time and place. individual advertisements to that user. Online
data collection gives companies the ability to
offer immediate online advertising that responds
to what individuals are doing, such as what the
individual buys, searches for, and looks at when
online.Bernie Sanders Is Once Again the Star of a Meme President Inauguration
The future of brand social Influencer - Micro influencers
PRICE
BINGE WORTHY
DEPARTMENT EXPERTS
HEADS
SHAPE ✓ Hosted
opportunities
✓ Specialised
exposure
✓ Senior level ✓ Dedicated
PERSONALIZED sessions sessions
✓ Personal ✓ Curated
APPROACH programme networking
YOUNG OTHER HCPs
Whether participants want to flow from DOCTORS
inspirational talks to hands-on practice, gain ✓ Connecting ✓ Find what’s
broad professional skills or just want to with the right trending
explore the exhibition floor, they can build a leaders ✓ Learn
personal experience based on their level and ✓ Creating through
expertise. their own simulations
track ✓ Present your
✓ Practical research
trainingPay whatever it is worth for you
NeuroPricing Combining NeuroPricing™, which
reveals the customers willingness to
pay, with anchor pricing, which
influences willingness to pay, is a
promising approach to improving
Source : Deloitte Pricing strategy of the future pricing strategiesPEOPLE
Friend Matchmaking Apps
• Personalized suggested program
AI in events today • Allow Attendees to Focus on Face-to-face
Value
• Use Real-Time Data to Improve Live EventsAre we thinking enough about mobile ?
#IAPCOEDGE
To end with a smile
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