Are Virtual Events The Right Move For You?

Making the decision to transition a physical event to a digital format requires key consideration of audience expectations, technology, and engagement strategy. Marketers must determine whether they can create a memorable experience in an online setting that will meet attendees’ expectations of the value they would have received in person. Virtual event platforms, livestreaming video platforms, and videoconferencing platforms all offer viable alternatives to hosting physical events — but marketers should consider the cost, risk, and learning curve when selecting a technology to digitize their event. Events will rebound from COVID-19; in the meantime, event marketers have the opportunity to explore new technologies and try new techniques to improve their future online and offline events.