The youth of today are the event participants of tomorrow. Already today companies have to gradually adjust their event concepts and strategies to this younger target group, the so-called digital natives, in order to facilitate the imminent generational change.<br>Hybrid events, i.e. live-marketing plus MoSoLo (mobile applications, social<br>media, location-based services) are not a short-lived trend, but will decisively shape live-communication in future. Event organizers thus should not shirk from introducing their participants early on to new functions and possibilities. They should also directly<br>work towards the older target groups accepting these new options and awaken their interest for them.
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