How Event Marketers Will Leverage Technology in 2019

January 29, 2019

Ravi Chalaka

Ravi Chalaka is the CMO of Jifflenow, and a marketing and business development expert who creates and executes business strategies, generating demand and raising brand/product awareness in competitive markets. As VP of Marketing at both large and small technology companies, Ravi built strong teams and brands and enabled faster revenue growth for a wide range of solutions based on Big Data, SaaS, AI and IoT software, HCI, SAN, NAS. 

Thanks to technology, the trade show space continues to evolve. From digital mapping and augmented reality to IoT and predictive analytics, event marketers have a plethora of tools at their disposable to make their events more impactful than ever. While significantly less flashy than an immersive VR environment at your booth, one tried and true way to impact the ROI of your event is through strategic events and meetings. 

Whether they include engagements between executives, subject matter experts, prospects, customers or analysts, strategic meetings help drive business forward. Strategic meetings always have an outcome, ranging from sales and partnerships to investment and potential acquisition. 

As the event and meetings space continues to grow, more and more technology solutions are available to assist event marketers and sales professionals in scheduling, measuring and tracking. Below are three ways I expect the event and meeting space to grow and change in 2019. 

Events get even more personalized

For successful interactions at events in 2019, event marketing and sales professionals must consider their stack for event software. To bolster your company’s events, take a look at opportunities where registration, mobile, logistics, social media, meeting automation and more can all come together to provide a truly rich experience. 

Professionals who incorporate these tools into their event marketing stack will have the ability to personalize interactions with visitors by using software to pre-plan, share event updates with teams and digitally capture and analyze data to revolutionize the way customers experience their journeys.

Exhibitors explore technology solutions to track meetings

Heading into 2019, we expect to see the meeting automation platform(MAP) adoption rate accelerate as the category becomes more mainstream. Industries that are quick to adopt MAP, like technology, telecom and healthcare, will reap the early rewards to doing so and other industries such as retail, finance and transportation will follow suit. 

Meeting automation platforms will add value to an organization’s ability to increase B2B engagement where strategic meetings occur, allowing them to gain insights on the impact on advancing revenue pipeline, the return on investments in events, briefing centers, roadshows and ultimately, drive business forward.

Trade shows go virtual 

Trade shows will continue to become more important to businesses for a variety of reasons in 2019. Trade shows create a one-stop shop to gather information on your industry, including new trends, innovative technologies and products that have the potential to transform businesses. 

No industry or business can ignore the disruptive forces of change. As trade shows continue to provide an opportunity for business leaders and peers to meet in-person, companies will find more ways to incorporate technology to make these interactions more efficient and effective. 

For this reason, we can expect to see an increase in the use of virtual technology. Virtual technology allows companies to connect customers and partners at trade shows with subject matter experts from across the world to answer any questions and foster relationships.

Only time will tell if these predictions come to fruition, but one thing is for sure: the future of the event space is bright. Trade shows remain one of the best mediums to reach your partners, prospects, analysts and influencers. But, as the space becomes more crowded, how event marketers improve upon the way those activities are handled will impact their return on investment in the long run. 


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HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates. Water Stewardship Efforts MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship. In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step. MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas. MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030. From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts. Caring for One Another MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include: Unserved perishable prepared foods from events Perishable unprepared food from MGM Resorts’ kitchens Nonperishable food items from minibars and warehouses The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community. Fostering Diversity and Inclusion To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all. MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.