At first glance, it seems almost paradoxical: marketing departments are currently experiencing noticeable pressure on their budgets – yet at the same time, they are investing more heavily in live experiences and planning more events than in previous years. This is creating a clear pattern in the market: events are becoming strategically more important. Behind this development are structural changes in communication behavior, shifted priorities in brand management, and a noticeable desire for genuine contact. To understand why event budgets are increasing, you need to look at how the communication landscape has changed. 

VISIBILITY IS THE BIGGEST CHALLENGE

The development of social media is a decisive factor. Social networks shape the everyday lives of many people and have become a central playing field for brands. At the same time, the dynamics of these platforms are changing. Every second, more than 1,300 new posts are created on TikTok alone, and similar developments can be seen on all major channels. The flow of content is growing faster than users' ability to consciously perceive it. Much of it rushes by without having any effect or leaving any lasting impression. AI is accelerating this development. Content can be generated in seconds, played out automatically, and replicated en masse. The result is a constant noise level that leaves little room for real differentiation. Brands are thus faced with the challenge of remaining visible in an environment characterized by overproduction. 

With growing dependence on digital platforms, control over who is seen has also shifted. Visibility is no longer in the hands of brands, but in the logic of algorithms. Large tech companies decide which content gets reach, how long it remains visible, and under what conditions it is played. For companies, this means a communication space that appears limitless but is in fact tightly curated. Reach can be bought, but it is volatile and expensive.

CONTROL OVER THE OUTCOME

The faster and more widespread digital communication becomes, the more apparent a countertrend becomes: people are increasingly seeking genuine experiences and encounters that cannot be scrolled away. For companies, this development has a logical consequence: if you want real attention, you need authentic encounters. Events offer exactly this kind of setting. They create contacts that are not filtered by algorithms and enable relationships that cannot be reduced to clicks. In live formats, brands also retain control over the experience. They determine the dramaturgy, the messages, the interactions, and the data that is generated. Every encounter becomes a direct moment between the company and its target group. This creates trust, fosters identification, and leaves lasting impressions.

What's more, events are effective. Companies basically have two strategic approaches at their disposal. The first is to pick up on existing trends or cultural movements. Running groups, book clubs, creator formats, or spontaneous community waves are examples of this. They can give brands visibility if the timing is right. This principle is attractive, but it only works reliably if you get in early and your position stands out. Otherwise, there is a high risk of getting lost among similar offerings.

TALK TO THE TARGET GROUP BEFORE THE EVENT

The second approach is therefore more successful: organizing your own event and thus designing the entire experience yourself. Those who “own” their format not only define the topic, but also the tone, intensity, dramaturgy, and nature of the encounter. This creates a space that is incomparable, irreplicable, and irreplaceable. This is how real impact becomes possible. The crucial difference between a well-organized event and an effective event lies in the mission. That's why the first question is always: What should participants do, understand, or evaluate differently after this event? This event call-to-action forms the core of every design.

Once this focus is clear, an event can be developed in a targeted manner. Touchpoints interlock, messages are given direction, and the entire program is geared toward achieving a result. This turns an event into a place where impact is created through conscious design. This is where the digital doppelgangers developed by VOK DAMS come into play. Digital doppelgangers are AI-supported simulations of real target groups. They help to better plan event experiences, anticipate decisions, align communication more precisely, and know what really works even before the event. Digital doppelgangers show which patterns of thought and behavior are effective in a target group and which barriers stand in the way of a desired action. Instead of relying on assumptions, a concrete picture emerges of what really motivates people and what holds them back. This allows an event to be designed in such a way that it addresses the relevant points, reduces resistance, and provides impulses that resonate.

Download the white paper on Digital Doppelgänger here.

The combination of a clear strategic focus and precise knowledge of the target group makes events effective. They become experiences that trigger something. This is exactly how the added value that more and more companies are relying on is created: an event is a tool that conveys messages and strengthens relationships—if it is consistently geared toward impact.

Are you interested in digital doppelgangers? In making an event more sustainable overall? Or specifically in our Mindful Experience Zones? Then get in touch with our event experts at info@vokdams.de.

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