Covid-19 caused considerable disruption in the meetings industry and provided the impetus for a much-needed evolution. There are many aspects of in-person events that cannot be replicated digitally and the demand for human interaction will always be a hallmark of our society.

1. In-person events have a significant impact on achieving business outcomes

Face-to-face events will never disappear because 97% of B2B marketers believe that in-person events positively impact business outcomes (Bizzabo, 2019) and 84% of participants attending a live event said they have a more favourable opinion of a brand or a product after attending (Lead Generation Institute, 2018). However, the critical learning of the past 18 months is a need to migrate to an omnichannel event strategy that leverages the combination of digital and real-world event content. We have seen that participants on digital events are more comfortable providing data about themselves. They understand that the data will shape their experience and customize their journey and their needs.

2. Digital events create and use a lot more data than in-person events

The fundamental change of the past 18 months is the understanding that digital events create and use a lot more data than in-person events. This empowers the event industry to move away from only anecdotal evidence of the power of in-person events and align with factual, data-driven decisions that have long been the hallmark of digital marketing. No longer will Marketing or Product Managers let their engagement and marketing decisions be driven simply by past practice. They will insist on precise data analytics based on measurable metrics and return on investment calculations, helping them understand how to achieve objectives and keep making money.

Organizations will need to embrace this change to capture digital data and fuse online data with offline data to provide customized customer journeys to their audiences.

3. Harness omnichannel strategies for personalized experiences

The future focus will be on data that combines a participant’s online activity and their social networks. Using the lens of digital marketing this will create substantially deeper insights than registration data alone. A new era of mass customization in the event industry is upon us. Every participant’s customer journey will be tailored to meeting their objectives and enhance their take-home value from participation.

FAQ

1. Why are in-person events still relevant in today’s digital era, and how can they stay competitive? In-person events maintain significance due to their tangible networking opportunities and brand engagement. Integrating omnichannel strategies enhances their value by leveraging digital platforms to augment participant experiences and ensure their relevance amidst digital trends. Event organizers must adapt by incorporating digital elements to complement traditional approaches, fostering engagement and competitiveness.
2. What unique advantages do digital events offer compared to traditional gatherings? Digital events excel in data utilization, harnessing omnichannel capabilities for extensive insights and analysis. This data-driven approach enables precise decision-making and tailored experiences, setting digital events apart as powerful tools for engagement, profitability, and adaptability. Organizers can collect and analyze data from various online channels, personalizing content and interactions to enhance attendee satisfaction and drive success.
3. How should organizations adapt to the evolving event landscape to remain competitive? Embracing omnichannel strategies is crucial for organizations to stay competitive. Leveraging data from online activities and social networks, organizations can personalize experiences, ensuring events resonate with participants in an increasingly digital world. Investing in technology and platforms that facilitate seamless integration across channels enables organizers to deliver engaging, relevant experiences that meet evolving attendee needs.
4. What role does data play in shaping the future of events, and how can it be effectively utilized? Data serves as a cornerstone in the evolution of events, enabling organizers to gain insights into attendee behavior and preferences. By harnessing omnichannel capabilities, event planners can collect, analyze, and leverage data to tailor experiences and optimize marketing strategies. Effective data utilization empowers organizers to make informed decisions, enhance outcomes, and stay competitive.

5. How do omnichannel strategies contribute to the success of events, and what are some key considerations for implementation? Omnichannel strategies enhance event success by enabling seamless integration across digital and physical channels, enhancing engagement and personalization. Prioritizing data integration, platform compatibility, and audience segmentation ensures consistency and relevance across touchpoints. By embracing such approaches, organizers create cohesive experiences driving attendee satisfaction and long-term success.

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