Earthquakes happen instantly. What seemed solid suddenly became flimsy. Things fall apart. Then it's over. But tectonic shifts fundamentally change everything.
Welcome to the post-COVID era. The pandemic rearranged just about every area of human life - and how we experience events is one of them. Welcome to virtual events.
According to a 2021 Forrester research report, marketing event managers say virtual events provide greater flexibility for attendees where they engage in multiple sessions while offering enhanced analytics and larger audiences.
The Forrester report also indicates that 88 percent of organisations say the future of events is hybrid.
"Virtual and hybrid events are here to stay, regardless of geography and industry," said Joe McStravick, Managing Director, EMEA & APAC, BlueJeans by Verizon. "But to make that happen, marketing and event managers face the complexity of event technologies, budget pressures, and the many demands of event management."
Today the Big Event Is Remote and Hybrid
During the pandemic, in-person events were prohibited, and the ripple effects were profound. Corporate travel budgets went to zero, which resulted in incredible cost savings. Consequently, in-person events are only part of the story.
Companies suddenly discovered they could stitch together online tools to connect their customers and employees to press events, product launches and special announcements. By all accounts, migration to virtual event experiences is underway.
To pull off seamless online events is no small feat. Thus far, marketing and event managers have typically dealt with expensive siloed technologies that outside contractors have managed. They also continue to face the challenges of registration, engagement, and retention while maintaining audience attention.
