Abstract
Live communication comprises all corporate activities for enabling personal contact with customers on occasions such as promotional events or trade fairs. The question of how the related event management can be digitally transformed has recently become a prominent issue. Firms face the challenge of analyzing how digital services can be deployed to intensify personal communications on-site, manage related marketing resources, or support strategic decision-making. We report from a field study on the use of digital services for live communication. We formulate performance criteria and indicators to study the effects of digital services on event management. Using a framework for Event Resource Management (EvRM) we provide insights on the services that support managing related assets. We discuss how digital services act as enablers for event management and how their use drives firm capabilities for continued digital transformations in event management.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Batra, R., Keller, K.L.: Integrating marketing communications: new findings, new lessons, and new ideas. J. Market. 80(6), 122–145 (2016)
Bladen, C., Kennell, J., Abson, E., Wilde, N.: Events Management. An Introduction. Routledge, New York (2018)
Coppeneur-Guelz, C., Rehm, S.-V.: Event-Resource-Management mit digitalen Tools. Schnell—skalierbar—messbar: Wie die Digitalisierung die Live-Kommunikation verändert. Springer Fachmedien Wiesbaden, Wiesbaden (2018)
Court, D., Elzinga, D., Mulder, S., Vetvik, O.J.: The consumer decision journey. In: McKinsey Quarterly (2009)
Dams, C.M., Luppold, S.: Hybride Events. Zukunft und Herausforderung fuer Live-Kommunikation. Essentials, 1st edn. Springer Gabler, Wiesbaden (2016)
Devine, J., Lal, S., Zea, M.: The human factor in service design. In: McKinsey Quarterly (2012)
Edelman, D., Singer, M.: The new consumer decision journey. In: McKinsey Quarterly (2015)
Hoban, P.R., Bucklin, R.E.: Effects of internet display advertising in the purchase funnel: model-based insights from a randomized field experiment. J. Mark. Res. 52(June), 375–393 (2015)
Keller, K.L.: Unlocking the power of integrated marketing communications: how integrated is your IMC program? J. Adv. 45(3), 286–301 (2016)
Knoll, T. (ed.): Veranstaltungen 4.0. Konferenzen, Messen und Events im digitalen Wandel. Springer Gabler, Wiesbaden (2017)
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K.: From social to sale: the effects of firm-generated content in social media on customer behavior. J. Market. 80(January), 7–25 (2016)
Lamberton, C., Stephen, A.T.: A thematic exploration of digital, social media, and mobile marketing: research evolution from 2000 to 2015 and an agenda for future inquiry. J. Market. 80(November), 146–172 (2016)
McAfee, A., Brynjolfsson, E.: Machine, Platform, Crowd. Harnessing Our Digital Future. W.W. Norton & Company, New York, London (2017)
Parker, G., van Alstyne, M., Choudary, S.P.: Platform Revolution. How Networked Markets are Transforming the Economy—And How to Make Them Work for You. W.W. Norton & Company, New York, London (2017)
Preston, C.: Event Marketing. How to Successfully Promote Events, Festivals, Conventions, and Expositions. Wiley Event Management Series, 2nd edn. Wiley, Hoboken, NJ (2012)
Raj, R., Walters, P., Rashid, T.: Events Management. Principles & Practice, 3rd edn. Sage Publications, London (2017)
Smith, K., Hanover, D.: Experiential Marketing. Secrets, Strategies, and Success Stories from the World’s Greatest Brands. Wiley, Hoboken, New Jersey (2016)
Thaichon, P., Surachartkumtonkun, J., Quach, S., Weaven, S., Palmatier, R.W.: Hybrid sales structures in the age of e-commerce. J. Pers. Sell. Sales Manag. 38(3), 277–302 (2018)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Rehm, SV., Coppeneur-Guelz, C. (2021). Digitally Transforming Live Communication—A Field Study on Services for Event Resource Management. In: Zimmermann, A., Schmidt, R., Jain, L. (eds) Architecting the Digital Transformation. Intelligent Systems Reference Library, vol 188. Springer, Cham. https://doi.org/10.1007/978-3-030-49640-1_5
Download citation
DOI: https://doi.org/10.1007/978-3-030-49640-1_5
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-49639-5
Online ISBN: 978-3-030-49640-1
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)