Digitalization has long since reached all aspects of life – and live communication is no exception. But how exactly does it influence the way in which events are planned, carried out and processed after they’ve taken place? Carsten Knieriem, CEO of the creative agency what when why, provides us with exciting insights into the possibilities and challenges of this digital transformation.
Next level efficiency
Digitalization has opened up an immense potential for the efficiency and enhancement of live communication. From the automation of routine tasks, through the utilization of AI-supported tools, to state-of-the-art event management software: processes have not only speeded up but have become more precise and flexible.
According to Knieriem “AI tools have become indispensable aids during all phases of the process”. They reduce the workload for teams, minimize mistakes and improve customer experience. Be it for registering participants, administration of data or communication – digital tools optimize every step.
Greater reach through digital formats
Digital and hybrid events underwent a tremendous boom during the pandemic. They make events globally accessible and manage to reach target groups far above and beyond any physical boundaries.
“We reinvented interactive TV”, says Knieriem. Success stories such as Dürr Open House 2021, that received the BrandEx Award in Gold, or hybrid anniversary events, show how versatile digital formats are. And it becomes clear: Digitalization not only expands reach but also creates new opportunities for people who cannot be on site to take part. Last but not least it saves costs and leaves a smaller ecological footprint.
Outside the box participant interaction
A further advantage of digital tools is the optimization of interaction. Event apps promote exchange between participants, enable surveys and provide valuable feedback. Technologies such as VR and AR enable immersive experiences that spark emotion and create deep bonds.
Knieriem emphasizes that “The integration of such technologies can raise events to a completely different level”. They do not only make them more entertaining but also provide real added value by actively involving participants and making communication more interactive.
Data collection: A way towards making better decisions
Digitalization not only provides efficiency but also transparency. With the help of data analyses event organizers can gain a better understanding of what participants really want – From planning, through execution, to follow-up processing.
“Data is a key to selectively aligning events to meet the requirements of the participants” Knieriem explains. Tools for real-time data analysis even make it possible to carry out spontaneous adjustments during an event, in order to maximize the impact. However, data protection is always the first priority, no matter what.
New formats and optimized customer journeys
The future of live communication could be shaped by entirely personalized, immersive formats that dynamically adapt themselves to the needs of the participants. But digitalization is also generating changes outside the event creation sector: In agencies such as what when why digital tools improve internal processes and standardize customer journeys.
“Now it is important for us to find the appropriate technologies and to apply them in the right places”, says Knieriem. The right mixture of innovation and efficiency provides opportunities for raising the quality of projects to a new level.
Focus on people remains
Despite all the advantages of digitalization, Knieriem emphasizes that the effectiveness of real encounters is irreplaceable: “Well done live communication is still the most effective feature of all.” Digital tools are a valuable supplement, but personal contact and emotions, generated through physical events, remain indispensable.
The bottom line: Digitalization as an opportunity
Digitalization is not the end but the beginning of a new era in live communication. With the right technologies, efficiency, reach and interaction can be raised to an entirely different level. At the same time, it requires creativity to combine real experiences with digital opportunities and thereby create events that leave a long-lasting impression.
The future of live communication is not solely dependent on digitalization – but on a clever combination of people and technology.