chapter  11
17 Pages

Mobile Applications for Meeting and Event Marketing

BySeungwon “Shawn” Lee, Dessislava Boshnakova, Joe Goldblatt

The photo below is representative of the adoption of mobile devices by people with all levels of technological background. The meeting and event industry is an exception to this statement. The explosion of affordable and powerful smartphones with faster wireless broadband is accelerating the mobile applications market. Digital marketing is a term increasingly used by specialist digital marketing agencies and the new media trade publications. Mobile marketing is evolving fast and is rapidly becoming a major communications channel for reaching today’s customers. Its growth is fueled by the explosive increase in the number of mobile users and the number has already surpassed the number of global laptop users in 2014. The meetings and events industry was highly social, mobile, and collaborative in its nature even before the mobile and social media technology began to rule the business world.