The Future of Marketing Events in the Age of COVID-19

Events have always been a double-edged sword for marketers, but they now face an uncertain future with social distancing and travel restrictions likely to continue well into 2021 and beyond. Remaining profitable while scaling down will be a challenge. Organizations may choose to host fewer in-person offerings and instead look for purely virtual opportunities. Hybrid events may be a solution to reach new audiences and offer both in-person and remote attendees and speakers.

Low-code/no-code development platforms are providing virtual experiences on mobile devices and apps can be used to engage with content, sponsors, and attendees. Gamification elements such as leaderboards and giveaways are also being used to engage audiences. However, when hosting live events, factors like time for sanitization, social distancing, and additional items like hand sanitizer, masks, and boxed food must be taken into consideration.

It is uncertain when large crowds will be able to gather for events, but with plans and precautions, a balance between staying healthy and protecting the vulnerable while moving the industry forward can be achieved. Virtual and hybrid events may be the solution to keep events viable during this pandemic.