Event 100 Club's predictions: Claire Stokes

Over the next two weeks, the Event 100 Club 2016's top ten will reveal how they see the industry shaping up in the months ahead. In the fifth instalment, Claire Stokes, founder and managing director of Circle Agency, shares her outlook for 2016.

Stokes says technology will continue to influence experience design
Stokes says technology will continue to influence experience design

Voted number five in the 2016 edition of the Event 100 Club, Stokes reveals her forecast for the next 12 months.

"Technology will continue to influence experience design, but we will see a move towards simplification. Encouraging consumers to use their own device to get involved and share the experience is the best way to ensure participation. If they are moved to generate content, their followers are much more likely to view their post/recommendation and become advocates for the brand itself.

That isn’t to say there is no room for some incredible technology integration. We are having lots of fun developing content to sit on VR platforms, but we are conscious of the need to ensure that the delivery is simple for those taking part, so as to not take away from the content.

We are also seeing a move towards ultra-personalised experiences for the few, rather than the masses. Our ability to measure the effect on consumer advocacy and recommendation has helped our clients recognise that it isn’t always about the number of engagements, but rather the quality of the engagement, that can offer the best value for money and impact on the bottom line.

Finally, it puzzles me how many brands still do not integrate their live programme with their digital and in-store campaigns. Those brands that bring mobile, online, shopper and live together in a succinct way will win over those that do not."

View the Event 100 Club 2016 rankings in full and biographies from this year's top 20.

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