We have already requested budget to host hybrid events specifically.” For marketers, the reach and scope of hybrid events offers almost endless opportunities. I think that hybrid is going to be close to 80%. “The Golden Age of Events.” One Vice President of Event Production at a global investment firm stated: “I don’t think virtual is going away. After physical distancing mandates ease, companies plan to host virtual and hybrid events as well as in-person. In the study, 72% of companies agree that future events will include more robust digital components. The fact, regardless of the circumstance, future events will be more digital. While in-person events are clearly the goal, digital experiences add another layer of complexity and opportunity. With a new digital playing field, and expanded reach and engagement available, events will continue to rise in importance. “77% also report that events help salespeople close deals and uncover new business opportunities.” Meeting people face to-face in a setting that encourages social interactions and learning advances attendees’ knowledge and creates deeper bonds.” In the Forrester study, we discovered that “74% of respondents to their survey agree that events are the best way to deepen customer relationships.” Forrester expects physical elements to rebound quickly for this reason. “Events deepen relationships and drive sales. In exploring how companies are planning for a hybrid future, Forrester notes: Future events will combine the best components of in-person and virtual experiences, creating a hybrid event experience for attendees. What needs to be addressed is for organizations is how to capitalize on these unique experiences in the years to come. In fact, events are going to be more critical to the marketing mix moving forward than they’ve ever been before. Marketers know that events are central to building customer relationships and driving revenue - and that’s not changing any time soon. Tomorrow’s Events are here, and they’re Hybrid For marketers, this increased engagement offers myriad opportunities. The benefits of going hybrid, with the proper strategy in place, will help expand reach, offering a “choose your adventure” experience not possible for attendees a few years ago. Looking forward, hybrid events will gain in popularity. As recovery continues, and social distancing rules relax, marketers are now starting to shift to hybrid models that incorporate the best of both worlds: taking the most successful elements of virtual, while also using in-person events to build relationships with their customers. The digital leap, necessitated by the global pandemic, revealed the power of online meetings and events and their ability to attract larger global audiences. Read the full study on the subject from Cvent and Forrester here.įor B2B marketing teams, 2020 represented a new era in hosting and marketing virtual events. Higher levels of engagement deliver even more data, helping marketers to continuously improve event experiences and better measure ROI. As respondents continue to plan virtual and/or hybrid events, they can access more insights to design personalized experiences and drive engagement. Companies are investing in event modernization to enable personalized experiences, drive engagement, and measure ROI.Because event planners and marketers tend to operate in silos, in-person event planners struggled to adopt the virtual technology and digital practices that effectively engage remote attendees and deliver value to sponsors and partners. Prior to the pandemic, most companies had little to no experience using event management software other than for registration purposes. The pandemic exposed many event technology modernization and skill gaps.Events help companies generate leads and deepen customer relationships, but most companies struggle to quantify the return that individual events - and their overall portfolio of events – deliver back to the business. Although companies continue to invest in events, most are unable to measure event ROI.
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