The unprecedented 2020 brought many challenges but somehow opened the window of virtual opportunities. The efforts to adapt to the ‘new normal’ led to a boom in the already rising industry of virtual events.
WHAT ARE ‘VIRTUAL EVENTS’?
They are the kind of events that are held completely online. They may include presentations and/or are collaborative.
Yes, there is nothing compared to meeting in-person. But, can something beat connecting to an event or conference miles away or in another corner of the world, with just a click? Something that provides people with an opportunity to attend multiple meetings without having to invest money and time in travel?
Well, marketers surely find them highly useful that’s why, even in 2021, 93% of event professionals plan to invest in virtual events moving forward. In fact, An overwhelming majority (80.2%) of event organizers were able to reach a wider audience with virtual events.
(Source: Bizzabo, 2020)
There are mainly four types of virtual events:
They usually use video-conferencing tools and allow Q&A, the ability to present live or a pre-recorded video, and can be offered as on-demand after the event. Due to their one-off educational nature, webinars have thrived with 100% virtual attendance. These can also include internal and external training. Plus, More than half (54%) of organizations are increasing the number of webinars they produce.
(Source: Bizzabo 2020, TOPO 2020 & Cvent)
WHY MUST A BRAND USE ‘VIRTUAL-EVENTS’?
(Source: Brand Equity, Pigeonhole, Bizaabo 2020 & Finances Online)
BRINGING IN THE NEW TRENDS
With continuous technological advancement, the virtual-event industry is also stepping up its game. Aiming to grasp the maximum audience and turn them into potential leads, new trends are emerging here. Trying to make virtual events more dynamic, innovative, and interactive, these trends target making the consumer experience more enjoyable.
(Source: Airmeet & Microsoft)
To sum up, virtual events are an effective way to keep the consumer buying cycle alive. Along with convenience, they increase their brand engagement and add-value to consumer’s lives. Hence, with the increasing digitalisation, a brand must not neglect the power of these new-age events.