COVID-19 brought new needs for event organizers and sponsors; facing social distancing, some of us migrated a large part of our processes to the digital environment, finding in 3D virtual event platforms one of the most complete tools for keeping business relationships active.
Although virtual events are not a new term in the marketing industry, they have strongly positioned themselves thanks to the more structured possibilities for interaction and lead generation compared to other tools like video calls or live streams.
These types of virtual scenarios make events more accessible for audiences, allowing them to attend from anywhere. Likewise, the opportunities to increase brand engagement are greater, as various chat and social tools are available throughout the experience, enabling a more precise profiling and targeting of the audience. Added to this is the fact that they are considered the ideal instrument for growing a contact network, as registrations can be later used in marketing automation platforms to obtain data on potential clients or to carry out other actions such as promoting subscriptions to the corporate newsletter.
Precisely, all these strengths are what have led companies from all industries to develop their events on 3D virtual platforms. Therefore, months after continuously holding conferences in these simulated worlds, I want to share some reflections with you.
Lessons learned
There is always more than one option.
Although for some companies, migrating their physical events to the virtual environment is truly challenging, the pandemic has shown how quickly reality can change, so from now on we will all have to be open to change and adapt quickly. If today the trends are heading towards virtual scenarios or hybrid events, which combine the best of both worlds, it's time to structure plans B and C that integrate these technological factors.
Virtual presentations or webinars aren't the only option.
Surely your inbox must be like mine, full of invitations to webinars of all kinds, and although they are a useful tool for disseminating knowledge, what clients are looking for most these days are differentiated experiences. So the next time you consider organizing a virtual event, think about all sorts of scenarios, especially more interactive ones like 3D platforms, which can enhance the participant experience.
Test in advance
When using technological tools, both in in-person and especially in virtual events, technology can always cause concern, as the successful development of the meeting will depend on everything flowing smoothly. However, you can always mitigate the risk by testing everything in advance. Conduct the necessary tests with the technological support team, especially if your event involves external speakers, to verify that everything works correctly. Tests will also allow you to ensure that everyone is comfortable with the technology and can interact efficiently.
Without a doubt, the pandemic has been the catalyst for a permanent shift towards digitization, including that of events. As we know, it will be some months before we can safely gather in person again, so perhaps now is the time to explore the possibilities offered by virtual venues and integrate them into your marketing strategy to continue consolidating meaningful connections with your target audience.
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