"La Transformación Digital resultará imprescindible para la supervivencia"

Dario Regattieri talks about digital transformation

“Digital transformation should not be perceived as a strategy to acquire competitiveness but a form of adaptation essential to survive.”


How does beon. analyzes the paradigm shift from analogical to digital communication change?

Digital transformation, beyond being a mere tech implementation, must be actually a rewriting and cultural transformation  affecting all processes, procedures, routines, and behavior of both people and organizations that thanks to digital technologies improve their capability to overcome new challenges in this era.

In a technological context that many experts compare with those of the Industrial Revolution or the automatization of processes, digital transformation should not be perceived as a strategy to acquire competitiveness but a form of adaptation essential to survive.

In the last years, the world economies which have committed themselves to new technologies research and development, have been those which have thrived the most, up to the point that the World Economic Forum indicates a close interrelation among investment in this field, GDP growth, and unemployment decline. In fact, our group organizes its action in three strategic pillars:

  • Digital transformation is not just absorbed by the management board, but rather led, promoted, and boosted downwards across the whole organization.
  • All our group is digital-driven, showing our organizational shift and a new job distribution in which digital skills are not the exclusive competence of a single department.
  • To promote digital talent is no doubt essential to this transformation. To achieve this, companies must offer continuous training in order to acquire, foster, and preserve digital abilities.

Nowadays, communication is a two-way activity. Not just in social media, but in all kinds of channels, anywhere, all the time. This demands constant attention, brand monitoring, and customer follow-up, because they are also a source of information.

One of the most visible effects of this shift is the cultural transformation of the companies. This transformation basically focuses on the new profiles these companies require. How does all this affect us professionals?

Digital Transformation raises an important advance for professional profiles in SMEs. The constant, unstoppable process has already started and it will transform processes in all companies, as it feeds a new idea in the labor role of all our human resources.

We go towards a new model of corporation which are more dynamic, flexible, and multidisciplinary. An open model of corporation capable of accomplishing important changes at internal levels, with respect to its very organization and its work & information flows. This new trend therefore needs a human capital very open to this organizational shift.

Getting deep in this subject, the present time has affected the business profile of many companies within the communication sphere. Has this also happened in event world?

Absolutely. If corporate transformation is not accompanied of professional displaying these new skills and knowledge in digital communication, the complete change is unlikely to happen. The new professional profile of companies 4.0 will be not necessarily an expert in new technologies, but these professionals will definitely be tech-friendly, as technological tools, the engine of digital transformation, need of savvy hands to show their full potential.  We should never be scared of changes in the workplace, but rather take advantages of these new trends to optimize our productivity and maximize our motivation.

We would like to know also your vision on work dynamics and how they have changed, if they did at all, under digital transformation.

Digital transformation affects society, economy, and daily life in a transverse way, becoming a catalyzer for the progress of that transformation. Social and corporate developments have an exponential growth and both are essential, differentiating elements in a world that is increasingly more globalized. Digital transformation erases the boundaries between products and services, shortening their life-cycles and boosting clients’ expectations.

Above all, we should not understand digital transformation in a company as a simple implementation of digital technologies in certain processes or practices. In our group, digital transformation is being used to accomplish a total reinvention of the whole corporation in order to adapt all business processes, products and models to the needs of an increasingly digitalized users, customers, and employees.

Also, our internal growth, of more than 300 professionals at this point, demands management changes at all levels in order to remain competitive. There, technological implementation, processes digitalization, and internal communication are three strategic, basic aspects.

Other important aspect is the irruption of Big Data and the effect this has upon targetization. How do you value the role of big data in beon.? What media are use to maximize its performance?  

Commercial appointments. Now we have the possibility of scheduling an appointment and contact with the people attending to it, having access to qualitative information prior to the event celebration, and connecting with other people that, due to certain technological aid, we know they are also to attend this occasion. Ultimately, we use different formats with a single objective: know each other better, to interact even better. In this new way of managing events, in which people are the center of everything, the techniques of Big Data are particularly important.

Big Data allows public segmentation and fosters market intelligence. This way, companies are better informed about the particular individuals, their goals, their expectations when attending an event: which contents they prefer, or how they want them to be displayed, for example.

Analyzing all the information we have on every individual we can offer them an experience much closer to their interest and obtain, in exchange, a reaction to this event, for example by sharing it.

In turn, the analysis of all those messages shared in the social media (images, favorited moments, retweets…) will provide a highly valuable information about the attendee’s profile.

Now it is not as important as before to close a sale during the event, but who has attended and what services they require. Thanks to Big Data analysis this is possible, and very quick and precise. Big Data is changing the way we manage events.

On the basis that consumers nowadays look for contents that are far away from traditional advertising, which should be the role of event agencies in the development of these contents?

The main goal of any event is to move the audience, making them participants of something alive, something they can feel and connect with, and recall later at home or in their daily lives. For this very reason, it is crucial to introduce new systems, actions, contents, etc., that truly stimulate feelings in the audience. An event must be creative, and attendees must live a memorable experience. Our daily life situations bring all sorts of impacts and one should know how to make a difference with respect to communication. In fact, events are a strategic communication tool if it is well devised and planned, in accordance with the client’s objectives.

As a closing, and even if this results a very broad question, we would like to know how we have reached this point and, from your perspective, what the future may bring.

From a corporate point of view, knowledge has been always a productive force. Not so long ago this knowledge resided in professionals, training, networking, know-how exchange…. However, we have shifted to email, message formats, social media, the cloud, etc., causing a convergence between the virtual and the physical. Basically, this has transformed real objects into smart items via digital devices. Thus, for example, has allowed massive compilation of data, a powerful tool for those companies who are meant to lead their industry. Notwithstanding, this also shares context with the increasing concern both society and companies have about data confidentiality, control and security. Even this context provides new business opportunities, such as cybersecurity. The future seems to be oriented towards an urban-based ecosystem that will foster different communication for both citizens and metropolitan areas, as it is the case of smart cities. From that starting premise, companies must devise their plans to monetize all that information, adapting this knowledge to their specific industry.