11 Dec 2018

Three Statements on Events in Corporate Communication: Future Role and Challenges

Technology as a megatrend and the digital transformation cause the organisation of events to change and that with increasing speed. For example, virtual and hybrid events are no more theoretical visions of the future but a reality. Causing this pressure for change, the digitalisation challenges the meetings and conference industry but it also opens up opportunities.

In this context, the following three statements are intended to provide our sector with food for thought:

Statement 1

Smart, high-quality data analysis will provide a crucial competitive edge. The so-far untapped potential of events needs to be better exploited.

Because of the current developments, the “one size fits all” approach does not work anymore for event organisation. Potential attendees need to be addressed individually and in line with their personal customer journey. Modern marketing needs to define the customer, respectively audience and put centre stage. To enable this individual and personalised approach, information about the potential attendees is needed.

Statement 2

Successful events need to be innovative – on stage and behind the scenes.

To be successful, events need to have a positively disruptive effect on attendees. They need to be innovative on every level, from methods of know-how transfer to technology used, mobility and infrastructure. The latest technologies such as virtual reality, augmented reality and holograms can be employed. Events can take place in smart buildings and integrate what makes these buildings special into event proceedings.

Statement 3

Event managers of tomorrow will need completely new skills and tools for their job.

In future, event managers will need more than the known skills to be able to organise successful events because the platform economy and ensuing automation will take over many process steps that have so far been part of event organisation. This includes, for example, making optional bookings, comparing prices and getting offers. It will be possible to configure events so that planning events does not necessarily require any specific professional training. Instead, a whole new set of skills and tools will be necessary. We call them “future hot skills”. They include professional, methodical as well as social skills that will provide a vital competitive edge in our digital word.

  • Data skills
  • IT/IT security skills
  • Methodical skills
  • Team skills
  • Flexibilit

Outlook: Event managers become community managers.

The changes in the event sector that are caused by the digital transformation also affect the job description of the ones organising events, i.e., event managers in companies or agencies. In future, they need to be aware of factors such as community building and collaboration as well as innovative formats and digital spaces. Ultimately, event managers are increasingly turning into community managers. They not only plan an event that takes place at a certain time and in a certain venue but they also build communities for whom they create experiences.