According to Bizzabo, 93 percent of marketers plan to invest in digital events
However, a slightly higher number do not believe that these types of online meetings will replace their offline counterparts.
Eight in 10 attendees to one of these online activations rated their experience positive across several key KPIs
It must be recognized that, although there were already digital events before the pandemic, this health crisis has contributed to multiplying their use. Both Sony and Microsoft revealed key details of their new consoles through these types of projects. Comic-Con was also held in an online format. Apple revealed several such new products yesterday.
There is no doubt that the landscape of digital events is expanding rapidly. According to IBM, the long months of quarantine have ensured that the post-COVID environment is not the same as it was in 2019. And according to Hubspot this implies that a series of radical evolutions await these same activations:
Digital events and on-demand agendas
Thanks to music and video streaming platforms, on-demand options were already very popular before the pandemic. But specifically in the digital events sector, even stronger evolutions are expected in access to presentations and “on-demand” experiences. This, due to the simple difference in time between the entire audience.
When the public gathered in a physical space, it could be ensured that all visitors were going to be simultaneously attentive to the presentation. However, now that digital events reach a global audience in different time zones, strategies must be designed to give an optimal experience to all. And there, on-demand will be a key piece.
New dynamics of interaction
One of the great advantages of face-to-face events was the opportunity to have direct contact with other visitors and the presenters themselves. With digital events you do not have this physical proximity, but the digital channel opens the door to a host of much more interesting dynamics. And, ironically, even closer and more personal than in the offline space.
For example, it is much easier to organize discussion or Q&A tables in virtual events than in offline presentations. Thanks to technology, even more and better tools can be created to facilitate dynamics between the brand and consumers. With the ease of computers and telecommunication, the barriers to interaction can literally be thrown down.
Implementation of innovations in digital events
Many of the possibilities discussed in the previous point have to do with the addition of innovative technological tools. For example, the use of Virtual Reality could allow users and attendees to have a closer encounter with speakers and products than they could have offline. But it is not the only striking possibility.
Through streaming content, podcasts and 3D resources, a much more complete and rich experience can be given to people. As digital events become more common and popular, brands will also be required to experience more complex knowledge and learning experiences. And with these resources, it will be possible to satisfy this demand.
New forms of sponsorship
Among the biggest fears about cancellation of offline events was the state of sponsorships. However, digital events have also proven to be able to adapt to these monetization modalities. Not only that, but it allows all advertisers to have new opportunities to connect with the audience, in several ways.
For example, digital events allow brands to give consumers a direct and immediate taste of products and services. Also, like the same companies that organize these events, they can use online channels to give different experiences to the public. The opportunities are endless, if just a little creativity is applied.