The role of digital transformation in events

05 April 2018 | Temps de lecture : 8 min.
Le rôle de la transformation digitale dans les événements

The arrival of the Internet, but especially how it spread thirty years ago, has changed our daily lives. The rapid growth of new technologies has shaken up our consumption habits and the way we communicate. In the recent years, there has been a real change in the way we consume thanks to digitalization. From the appearance of electronic messages to the development of the wifi, many changes have transformed the Internet and made it a tool used by all. We even entered the era of web 2.0 a decade ago, a new stage in the evolution of the Internet. Because of the evolution of digital, our society is experiencing almost daily upheavals. The fundamentals are totally questioned. From now on, we must be able to adapt constantly to follow trends. We’ve been talking a lot about digital transformation for some time, but what is it really? The growth of the web is making many changes in all sectors. The event sector is directly affected by digitalization. But what are the ins and outs? And above all, what influence does this movement have on event management?

Digital transformation in events: what is it?

When we talk about digital transformation, we think of the digitization of all the activities of a company. In other words, it is the process of integrating new technologies at all levels of a company. This means using different pillars such as mobility, Big Data or the world wide web. There are many ways to integrate digital transformation into an event. Indeed, new forms of technology have resulted in more modern techniques. For example, the development of the e-ticket in the 2000s was dazzling.

This is why the integration of digital into an event is inevitable. It can happen in different forms: whether by the dematerialization of tickets, the creation of a website for an event or the sending of personalized thank you emails. The digitalization is present at all stages of the process.

Nowadays, and with the constant evolution of our society, the world is evolving very fast. It is important to turn towards the digital, not only for all the benefits that it brings to the business, but also for the impact it will have on consumer behavior. By integrating the digital transformation into an event, we can easily attract attendees, because we are getting closer to consumers(in our industry our attendees). The digitalization of an event must be considered at all levels in order to feel connected to the participants. The goal is simple: make digital transformation a strength, by creating an environment known to participants, but original enough to surprise them and make your event exceptional.

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Main steps of digitizing an event

The digital transformation has already begun several years ago in events. First of all, there was the development of websites dedicated to specific events. Then, social media platforms appeared and communities of fans started to develop after the creation of dedicated pages. The trend of the QR code has also changed the way we perceive digital in an event.

Recently, it is the usage of hashtags, more and more often, that worked. With these keywords, it is possible to communicate on social networks around a subject. Ever since they appeared, they knew an immediate success. In addition to being widely relayed by consumers, to create a community of active Internet users and to promote an event, the use of hashtags makes it possible to ensure a follow-up and thus, to establish statistics on the effectiveness of a promotional campaign for example. The rapid growth of social media has also been taken into account in the digitization process, thanks to the use of Facebook or Instagram stories to show what’s going on behind the scenes of an event. Here again, the challenge is twofold. In addition to communicate about the event, we ensure a close link with subscribers. In the same way, live features are more and more used during an event. They help to promote live actions and communicate with subscribers who have not been able to come. Due to this, we perpetuate the brand image and tempt the absentees by encouraging them to come to the next event. Another interesting point: online contests have also contributed to the widespread of new technologies in events. It is not uncommon to see random draws organized before or during an event to communicate or create a buzz.

Soliciting the community through digital is becoming a big part of the digital transformation. But the rapid changes in the sector point to an even more connected future. There are numerous innovations adapted to the event industry. That’s why events of tomorrow look much more interactive.

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Digital transformation in the event industry: what to expect?

Digital transformation can be expressed in different ways within an event. As we discussed in the Top 7 trends that will transform events in 2018, there are several options.

Tomorrow, paper tickets will no longer exist and be replaced by facial recognition. We are already seeing the development of fingerprint sensors, so why not consider the spreading of iris readers? The question of safety during an event is essential and this type of control is an additional means of reinforcing the measures already deployed on site. Similarly, with the ever-increasing performance of 360° cameras and the popularity of virtual reality headsets, it will be more and more common to offer 3D workshops during events. We can think of the establishment of virtual tours, or just the presentation of games in virtual reality. We know how important team spirit is during team building events, for example, and we need to know how to take advantage of the digital transformation to exploit all the possibilities at our disposal. On the same principle, it will be much easier to present prototypes or future products thanks to augmented reality. By simply equipping your team with a tablet or smartphone, it will be possible to present to your audience all the possibilities of your business. Finally, thanks to the digitalization of an event, statistics will be more easily measurable. Indeed, with the usage of sensors can be used to study the movements of participants, analyze the time they spent on some booths or just observe what type of conference they attended. Thanks to the results of these observations, it will be easier to adapt the events and thus, propose a format likely to suit your target even more.

How the event industry must adapt to digitalization?

Change has always been scary and having to adapt to a new way of working is never easy. The digitization process must be smooth. The importance is not to rush things and gradually move to use these new technologies. Digital transformation is inevitable if we want to maintain our level and face our competitors. The priority is therefore to train employees first. If your team is well prepared for digitalization, the process can be done without any problems.

Besides, consumers are becoming more impatient. This is why we must be able to react quickly to their requests. The first step may be the introduction of a chat for example, and always be available to answer their questions.

Why are event management platforms important to consider in the digitization process?

Digital transformation is spreading rapidly and it is difficult to keep up to date of all developments. Events management platforms such as Eventdrive have adapted to the digital. By choosing to use their services, you will save a lot of time. Why? Quite simply because Eventdrive has been able to effectively associate the human with the digital. The platform has been able to integrate the new features, created with the digitalization, into its operation and already offers state-of-the-art services. By trusting a platform, you avoid the worries of setting up digitalization and leave professional teams, already trained and mastering these new tools, manage for you the transition to digital.

The digital transformation in the event industry has already begun and is only accelerating. Digitizing your events is now essential if you want to be in tune with current trends. You want to get started but do not know where to start? Contact us! Our teams will be happy to help you and guide you in the right direction.

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