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Digital event adding new dynamics for enhanced marketing mix: Syed Aabish Hassan

In the times when the business across the world has faced an unprecedented blow in the past few months, the need for acute digital transformation has been felt starkly than ever before. Where other business models don the flexibility to change with the upcoming trends, the events industry was predominated by the in-person collaborative culture.

But owing to the disruption created to the physical gatherings, going digital is the only option left for them and unlike the skepticism over its effectiveness and result, it has a far more reaching and impressive impact on the delivery forefront.

On one hand, where global events like 2020 Summer Olympic, the Cannes Film Festival, Mobile World Congress, Google I/O were cancelled, certain companies – Apple, Facebook, Microsoft, IBM, Dell, Intel, SAP, Qualcomm, absorbing the changing dynamics went ahead with the virtual events to stay connected with their customers while catering to their demands.

By incorporating the digital business model, the events industry can significantly reduce the cost as well as save time. The digital tools have a satisfying effect on the audience, paving the path for widespread exposure. Eventually, it has an enhanced impact on the image building contributing to the promising reception.

Where the world is heading to the age of experience, the events industry irrespective of their scale and outreach are expected to create an immersive experience. It is imperative in striking valuable conversations between the delegates, attendees, and speakers.

The digital transformation is instrumental in providing the immersive experience as they not just enhance and support the traditional execution but add to creativity and innovation. In addition to this, technologies like 3D, VR, and AR provide the perfect confluence of digital and physical, which in turn contributes to the credibility of the event.

The digital events have far more potential in making the event engaging, the attendees are no longer deemed to be the spectators but they can also participate owing to the experiential dimension. This creates interaction opportunities aligning with the demands of the modern consumer.

Moreover, digital events open up possibilities for going live. This has a far-reaching effect as compared to the physical events as it can be shared on social media followed by keeping a tab on the followers.

Where artificial intelligence is taking over all the sectors across the world, even the events industry can take leverage of the technology for automated work distribution, event planning, and enhanced audience experience.

The digital shift is highly efficient in cutting down the miscellaneous cost of traveling, hotels, etc. The financial burden can be immensely reduced which can be further invested in augmenting the event quality.

Since the arrangement time dedicated to organizing physical events is eliminated it can be invested in making other arrangements, eventually, adding on to the productivity of the employees. This makes room for optimization where innovative ideas brimming with creativity is welcomed.

Moreover, the digital shift can immensely aid in recognizing the target audience. Thus, content relevant to the audience can be generated, promising constructive impact over them.

Owing to its advantages, the digital trend is there to stay in the events industry even when the scenario traces back to normal. From exhibitors, sponsors, event organizers to attendees, the digital shift caters to the interests of all and has a more profound effect than the physical events.

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