Page 7 - AeM_July_2020

RESEARCH
ANALYSIS
TRENDS

Extended reality (XR) will set new

benchmarks on B2B events

The Coronavirus made clear that there is a need to find An analogue instrument in a digital world
a way to bring people together and if it is virtually, so
that they feel like they’re together even when they’re Unfortunately, interpersonal communication still can’t
not. Therefore, it is of no surprise that conference be replaced by digital technologies, especially not in
organizers try to do exactly that after the cancellation of the B2B area, where trade fairs are one of the most
most B2B events worldwide this year. important marketing and sales tools. Exhibitors see
personal contact as the greatest advantage over digital
Especially the tech and XR (AR, VR, wearables, formats, which is why trade fairs remain a highly
hearables, etc.) conferences are opting for bringing efficient instrument even in the digital age. The
their content virtually to their community. Hence, real- advantages are convincing, such as the opportunity for
and-virtual combined environments and human- trust-building face-to-face contact and comprehensive
machine interactions generated by computer customer advice, and that will most probably be good
technology and wearables, where the 'X' represents a enough arguments to meet again in person when
variable for any current or future spatial computing possible.
technologies, are coming to the fore.
Please, keep in mind that the digital transformation in
Exhibitors start to rely more and more on virtual reality the trade fair area is about digitizing processes of the
(VR) and augmented reality (AR) to present their trade fair organization and offers for exhibitors and
products and make complex issues understandable for visitors - not the trade fair product itself. The trade fair
trade fair visitors. What specific areas of application organizers are required to look for ways to interlink the
there are and how the significance of the trade fair as a real world with digital channels. With mixed reality (MR)
marketing instrument will change due to digitization is applications, exhibitors can offer a new quality of
what interests us. experience at the exhibition booth. Costs can be
reduced, since exhibits no longer must be brought to
the booth, but they are not a substitute for personal
conversation.

7 July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience