What is actually meant by an event?

Event; Noun, masculine or neuterThe event is currently experiencing a rebirth. The English word for "event" first made it into the dictionary over 20 years ago - in English, mind you. That was around two decades after it had flooded the advertising and communications industry. Those were the good old days: Heady customer loyalty parties in expensive venues that had been specially converted or even built, organized by one of the many event agencies and released by marketing managers with shining eyes. In the meantime, finance directors have reduced such events to a minimum, or at least to a minimum number of target persons, for reasons of economy and compliance, and the term "event" has therefore had to find a new home, which it has found in the digital world. When people talk about big data in marketing today, it suddenly comes up again - this now slightly outdated word. It now describes every situation, action or activity that a (potential) customer performs at one of the online or offline touchpoints, leaving a data trail behind. An event is no longer a wild party, but a simple click - which occasionally causes a little confusion in management and board meetings. Because when young digital natives talk about "events" in connection with omnichannel management, customer journeys or context-based marketing, they mean something different to their decision-makers. The latter often react with a nostalgic smile and dream of the old days for a moment - instead of listening to what can be triggered by an event today.