A new event experience
The customer journey has been significantly shaped by the development of software solutions. Similarly, for business events, a holistic “event experience journey” is becoming increasingly important. The experience begins the moment a guest first hears about the event. Before, during and after the event, attendees should be offered a seamless, surprising, and memorable experience. Visualising the corporate event over the entire timeline can help build anticipation and structure leading up to the day itself.
"Content everywhere"
In the analogue era, events were tied to physical locations. Only those present on site could “experience” them. Today, with powerful event internet solutions and mobile standards such as 5G, people can follow events anytime and anywhere on their device. Live replays and multiple camera angles create new ways of experiencing events from a personal perspective. It is conceivable that a distinction will increasingly be made between the on-site experience and that of viewers watching remotely. As a result, moving images (video content) have become even more important. Cost-efficient production technologies now allow even those with small budgets to create content for their events.
Nahtlose Event Management Systeme
The digital era has brought about a wide range of new solutions for planning and organising corporate events — from digital attendee management systems and event apps to live voting tools and live streaming platforms. The key question is not just whether to use such systems, but how to deploy them in a meaningful and efficient way. We recommend focusing on the attendee experience and considering where and how these systems need to be connected to create a seamless event journey and support effective event marketing.
Marketing controlling
Digital marketing campaigns now allow for detailed analysis of marketing effectiveness. This level of transparency naturally extends to event marketing as well. As a result, performance tracking has become more important in the events world, with increasing demand to measure the impact of event management activities. Potential KPIs might include attendee satisfaction or the number of new customers gained through the event. You can read more about this in a separate article.
Sustainability
Events do not always have a strong sustainability track record. However, digitalisation can help improve this in several ways. It begins with digital invitations and e-tickets, eliminating the need for post. It continues with the ability to offer livestreams, reducing travel-related emissions. Knowledge of metrics such as the “no-show rate” can also help prevent food waste. Even after the event, event managers can improve sustainability by making content available online.
Conclusion
In summary, while the emotional impact of live events may never be fully replaced by digital alternatives, digital technologies offer countless opportunities to make the event experience more surprising, seamless and emotionally engaging. Using appropriate event solutions in a business context also helps streamline processes, improve efficiency, and save both time and money.