Last Tuesday, the Eventum Premo agency organized a business breakfast on the topic “Digital transformation of the events market” for clients and friends of the company. Industry experts spoke about how the approach to organizing events is changing in the digital era and what modern tools can be integrated into each project now to get maximum interest and response from the audience. Read about the most interesting talking points, innovative solutions and smart technologies that will change the event market in our selection.
The audience has a request for digital solutions during events.
According to the results of an international study of the digital transformation of the event market, 87% of participants want digital technologies to be used at events. The main effect of using digital solutions at events is the optimization of organizational processes, increasing coverage and maintaining audience interest.
Digital changes both the format of events and the criteria for assessing their effectiveness.
New format events use the capabilities of big data, know in detail the needs of their target audience and blur the line between online and offline. Today, engagement, mentions and likes are the new currency of events.
There is digital on the outside, and there is digital on the inside.
Digital outside is new technologies for engaging and providing information. The latest trends in this direction are chatbots that are replacing applications, audience visualization and real-time audience analysis using technologies such as, for example, a smart bracelet for analyzing emotions. Digital inside is data analysis that allows you to thoroughly study the audience and predict its needs.
Customer Journey map — must-have-tool everyone event-manager.
Customer Journey map is a map of interaction between the company and the brand at all points to build productive relationships and achieve the ultimate goals of the company’s business. The Customer Journey begins with an invitation to an event and continues until the final business goals are achieved. A good example of a well-thought-out Customer Journey map is Web summit.
VR technologies are one of the top digital tools.
VR opens up a wide range of possibilities - from corporate staff training, which can be intelligently integrated into an event, to remote lectures and trainings with teachers using VR technologies. For example, Cerevrum Inc. has such opportunities.
One example of digital solutions was also implemented at a business breakfast: the MeYou company organized an online broadcast of the event, during which new photos and main points of the speakers’ speeches appeared on the Internet in real time.
The main conclusion that the participants came to concerns the radical transformation of the event manager profession: if previously the profession required the ability to be a good logistician, now it is being transformed towards managing a communication campaign.
