2013 marked the year that event planners gained access to a new instrument in their technology stack.

That was the year Apple first introduced iBeacon technology into mobile devices, making location technology easily (and pervasively) accessible. Event planners looking to produce highly interactive events found that beacons helped introduce proximity marketing to their events. It opened up a new level of engagement that was more personalized to an attendee's location and experience.

And so beacons made their way into the events industry. Beacons help to bridge the gap between the mobile event app and the attendee's physical location. Proximity marketing, driven by beacon technology, allows event planners to provide a unique experience to their attendees and construct opportunities at optimal moments.