Felicia Asiedu, Cvent’s Marketing Director for Europe, emphasized the critical role of attendee engagement in the era of shortened attention spans before her presentation at the IBTM World Show.
She highlighted the challenge of retaining attention during online events, noting that content must be as captivating as a movie script or tailored to “TikTok time,” where brevity is essential.
She stressed the importance of leveraging technology to benefit engagement, such as using push notifications to re-engage attendees. Mobile apps are deemed vital for event navigation, scheduling, and speaker interaction. Tools like polls, surveys, gamification, and badge scanning contribute to audience understanding and event success.
Asiedu advocated for post-event engagement to build a year-round community, suggesting webinars, social events, and continuous content as effective strategies. Ultimately, she emphasized the need for planners to maintain compelling engagement throughout events and beyond to foster lasting connections with attendees.
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