How do virtual events integrate with digital marketing strategy and process and what is the future for physical events?

In the virtual world, events have to be more aligned and integrated with the rest of the marketing mix than ever before.

Across a lot of b2b companies, the events have traditionally been siloed from the wider marketing function but with the pivot to virtual, this will have to change.

Marketers are looking at how to better balance the marketing plan and the fallout from Covid-19 has resulted in a better marketing mix for those that relied heavily on events.

Online campaigns, content and social selling are all seen as key to build awareness and reputation, as well as sale pipeline. The group agreed that in this new world it has been more challenging to get qualified leads.

There was also agreed concern that when physical events are able to run again, would the supply chain be there to support it? Many attendees remarked that they hadn’t been able to contact suppliers or knew some that had already gone into administration.

The group agreed that some event companies have pivoted to a digital strategy well, but large trade show style events still have a long way to go. They tend to have a weak or non-existent digital strategy.

The group agreed that they would like to see more digital innovation to replace the ‘footfall’ that large events bring. Could AI and VR bring a more experiential dynamic?