Dorner and Edelman (2015) tried to define the "digital" in digital transformation by concluding that it can be broken down as such: creating value at new frontiers, creating value in core business and building foundational digital capabilities. Moreover, they highlighted the connection between a brand and its users stating that "being digital means being closely attuned to how customer decision journeys are evolving in the broadest sense. That means understanding how customer behaviors and expectations are developing inside and outside your business, as well as outside your sector, which is crucial to getting ahead of trends that can deliver or destroy value". Digital transformation strategies are connected with customer experience. They propose social listening, real time engagement on multiple platforms, omni-channel services and personalised experiences utilising AI and big data. According to Morgan (2020), "before a digital transformation can truly begin, the company must switch its mindset from being product-focused to being customer-focused. The driving force behind technology decisions should be customers, and the goal should be to make their lives easier instead of making things easier for the organization. A customer focus is the basis for all other digital transformation decisions". Especially, in times of crisis, digital solutions might be able to reconnect users with the brand and sometimes, even create stronger experiences. In addition, one of the critical characteristics of a successful digital strategy is resiliency and the building of a mindset proposing that brands today should be flexible and creative to survive complex crises. As stated by the Pw
C 2020 Global Digital IQ
research, "transformation never ends. That's what most Transcenders believe and it guides what they do. Their cultural DNA empowers them to navigate change and be prepared for anything. 67% of Transcenders lived through a major disruption—merger or acquisition, business model change, or senior leadership change—in the last two years and have come out stronger. They've learned from those challenges and embrace the concept of change as the only constant". The Covid-19 pandemic has already started pushing brands to embrace a digital transformation strategy and value its impact to their sustainability. Every day more and more brands are adopting digital solutions in an attempt to remain active and also overcome the traumatic multi-effect challenges of this difficult situation. According to Filev (2020) four areas will face the most dramatic change: telecommuting, on-demand food and services, virtual events and the cloud. The events industry is one of the most affected by COVID-19 with bigger and smaller global events either cancelled, or transformed into virtual events . As little is still known whether physical events will return to normality, virtual ones might become the new standard. Event organisers around the world, whether a sporting or cultural event, have to think creatively in order to keep their audiences engaged and themselves alive and sustainable.