The Main Event
The importance of face-to-face interaction seems to be waning. With meetings, transactions, and even conversations with friends, all increasingly conducted online, people have no need to bother leaving their armchairs, feeling they already have the world in their lap(top)s.
This sentiment could be seen to spell bad news for the event and exhibitions industry which has always had to fight hard for its share of marketing dollars. With all the outgoings and expenses involved in putting together an event, and the fact that people can just shop and do business online instead of turning up, one could ask why marketers even bother.
But in fact the rise of digital communications is something the events and exhibitions industry is viewing as a very good thing. With social media and email communications allowing them to reduce paper communications and keep their audience engaged before, during and after an event, organisers couldn't be happier. And they don't see the rise of ecommerce as a threat either.
