Digital Event Strategist: What They Do and Why You Need One

A digital event strategist is a professional who plans and executes virtual, in-person, and hybrid events. They are responsible for creating and implementing strategies that engage audiences and meet the goals of the event. A digital event strategist is a new and emerging role that has become increasingly important in recent years due to the rise of digital events and the need for businesses to connect with their audiences in new ways.

Digital event strategists must have a deep understanding of the latest digital event technologies and trends. They must be able to create an engaging and interactive environment that keeps attendees interested and connected. They also need to be able to measure the success of the event and make data-driven decisions to improve future events.

Becoming a certified digital event strategist can help professionals gain the skills and knowledge needed to succeed in this role. The Digital Event Strategist certification (DES) offered by the Professional Convention Management Association (PCMA) is a globally recognized certification that demonstrates expertise in digital event strategy. The certification covers topics such as virtual and hybrid event design, engagement strategies, and event measurement and analytics.

Understanding Digital Events

The Evolution of Digital Events

The rise of digital events can be traced back to the early 2000s when webinars and online conferences were first introduced. As technology improved, so did the capabilities of digital events. The pandemic further accelerated the growth of digital events, causing a shift from in-person events to virtual and hybrid events.

Today, digital events have become an integral part of the events industry, offering a cost-effective and efficient way to connect with audiences across the globe. The virtual events industry is expected to continue to grow, with a projected market size of $400 billion by 2027.

Types of Digital Events

There are several types of digital events that businesses can leverage to connect with their audiences.

Virtual Events: These are events that take place entirely online, with attendees participating from their computers or mobile devices. Virtual events include webinars, virtual conferences, and virtual trade shows. They offer a cost-effective and convenient way to reach a large audience.

Hybrid Events: These are events that combine both in-person and virtual elements. Hybrid events allow attendees to participate both in-person and virtually, offering a more flexible and inclusive experience.

Digital events rely heavily on technology to provide a seamless experience for attendees. As such, businesses need to invest in the right technology to ensure the success of their digital events. This includes platforms for hosting virtual events, tools for engagement and networking, and analytics tools for measuring the success of their events.

In summary, digital events have come a long way since their inception and are now an essential part of the events industry. With the right technology and strategy, businesses can leverage digital events to connect with their audiences in a cost-effective and efficient way.

The Role of a Digital Event Strategist

Digital events have become an essential part of the event industry, especially since the COVID-19 pandemic. A Digital Event Strategist (DES) is responsible for the ideation, development, and execution of a full-funnel virtual events program. They work closely with the digital experience team and report to the Director of Digital Experience.

Core Responsibilities

The core responsibilities of a Digital Event Strategist include planning, producing, and marketing digital events. They also oversee registration, community building, and engagement of attendees. One of the primary responsibilities of a DES is to ensure that the event meets its ROI goals.

A Digital Event Strategist should be well-versed in digital technologies and techniques. They should have experience in producing and measuring digital and hybrid events from start to finish. They should also have knowledge of the latest trends and best practices in the industry.

Importance in the Industry

The role of a Digital Event Strategist has become increasingly important in the event industry. With more events moving to a digital platform, the need for a DES has become crucial. They are responsible for ensuring that the event meets its goals, engages attendees, and provides a positive experience.

A Digital Event Strategist is also responsible for measuring the success of the event. They should use data to determine the effectiveness of the event and make improvements for future events.

In conclusion, a Digital Event Strategist plays a critical role in the event industry. They are responsible for ensuring that the event meets its goals, engages attendees, and provides a positive experience. They should be well-versed in digital technologies and techniques and have knowledge of the latest trends and best practices in the industry.

Certification and Education

Becoming a Digital Event Strategist (DES) requires a combination of education and certification. The DES certification process ensures that individuals have the necessary knowledge and skills to plan, produce, and measure digital and hybrid events.

DES Certification Process

The DES certification process is offered by the Professional Convention Management Association (PCMA). It is designed to give planners the tools to properly plan, produce, and measure digital and hybrid events from start to finish. The certification process is divided into six modules, each of which is taught by subject matter experts.

To earn the DES certification, individuals must complete all six modules and pass a final exam. The final exam consists of 100 multiple-choice questions and must be completed within two hours.

Continued Learning and Training

Continued learning and training are essential for Digital Event Strategists to keep up with the latest trends and technologies. The PCMA offers a variety of educational resources, including webinars, courses, and events.

Digital Event Strategists can also pursue additional certifications to enhance their knowledge and skills. For example, the MPI offers an Event Marketing Strategist Certificate Program, which teaches individuals how to design an outcomes-based event strategy and achieve desired outcomes.

In conclusion, the DES certification process and continued learning and training are essential for Digital Event Strategists to stay up-to-date with the latest trends and technologies. By completing the DES certification process and pursuing additional certifications and educational resources, Digital Event Strategists can enhance their knowledge and skills and become experts in their field.

Strategies for Successful Digital Events

Digital events are becoming increasingly popular in the current era of technology. With the right strategies, digital events can be just as successful as in-person events. Here are some key strategies for successful digital events:

Engagement and Content

Engaging content is essential for a successful digital event. A digital event strategist should focus on creating content that is relevant, informative, and engaging for the target audience. This can be achieved by conducting research on the target audience to understand their interests and preferences. Interactive sessions, such as Q&A sessions, polls, and surveys, can also be used to engage the audience and keep them interested.

Monetization and Sponsorship

Monetizing digital events is a key consideration for digital event strategists. There are several ways to monetize digital events, including ticket sales, sponsorships, and advertising. Sponsorship is a popular strategy for monetizing digital events. A digital event strategist should focus on identifying potential sponsors and developing sponsorship packages that offer value to sponsors. Best practices for sponsorship strategies include offering exclusive access to the target audience, providing branding opportunities, and creating engaging content.

Analytics and Metrics

Analytics and metrics are essential for measuring the success of digital events. A digital event strategist should focus on tracking metrics such as attendance, engagement, and revenue to understand the effectiveness of the digital event. Investment in an event data strategy certificate can be beneficial for developing a comprehensive understanding of metrics and analytics. The data collected can be used to improve the user experience and identify areas for improvement.

In conclusion, digital events are a valuable tool for engaging with target audiences and achieving business objectives. By following best practices and focusing on engagement and monetization strategies, digital event strategists can create successful digital events that deliver value to both attendees and sponsors.

The Future of Digital Event Strategy

As the digital events industry continues to grow, the role of the digital event strategist has become increasingly important. With the rise of virtual events, live streams, and social media, event professionals need to adapt to change and stay up-to-date with emerging trends. In this section, we will explore the future of digital event strategy and how industry professionals can stay ahead of the curve.

Emerging Trends

The digital events industry is constantly evolving, and event professionals need to stay on top of emerging trends. One of the biggest trends in digital event strategy is the use of technology to enhance the attendee experience. According to the Digital Experience Institute, "digital event strategists need to be proficient in a wide range of technologies, from live streaming and video production to virtual reality and augmented reality."

Another emerging trend in digital event strategy is the use of social media to engage with attendees. By leveraging social media platforms such as Twitter, Facebook, and Instagram, event professionals can create a buzz around their events and engage with attendees in real-time.

Adapting to Change

As the digital events industry continues to grow, event professionals need to be able to adapt to change. This means being able to pivot quickly in response to new trends and technologies. According to industry overview by Redstone, "digital event strategists need to be agile and able to adjust their strategy on the fly."

One way to adapt to change is by using case studies to inform your digital event strategy. By studying successful digital events, event professionals can learn from industry leaders such as Carly Silberstein and gain insights into what works and what doesn't. Another way to adapt to change is by collaborating with other event professionals and sharing knowledge and expertise.

In conclusion, the future of digital event strategy is bright, but event professionals need to be proficient in a wide range of technologies and be able to adapt to change quickly. By staying up-to-date with emerging trends and collaborating with other industry professionals, event professionals can create engaging and successful digital events that leave attendees wanting more.