What's Next: Navigating the New Marketing Event Landscape

The pandemic has accelerated the development of digital products, and the event industry must think about a future involving an ongoing digital presence. As we emerge from COVID-related restrictions, marketers are itching to get back to some kind of normal, and that includes attending industry events. Technologies such as third-party plugins and VR platforms must be integrated to create a meaningful digital experience. For in-person events, safety protocols will be paramount. Hybrid events combining both in-person and virtual crowds may become the norm.

Organizers must think creatively to ensure virtual events are engaging. Features such as live streaming, Q&A's, and real-time polls can be used to keep the online audience connected. Sponsorships and speaking engagements can be tailored for both virtual and in-person events. Finally, budgeting for production and ancillary services can be done on a per-project basis.

As we enter a post-pandemic world, marketing events may become smaller and simpler. With hybrid events, the sky is the limit for creativity and engagement. To have a successful event, organizers must be in tune with attendee needs and use technology to their advantage.