For acquiring leads and doing business, there is no substitute for the value of face-to-face events. That’s why, prior to the COVID-19 pandemic, meetings and events commanded 25-30% of B2B marketing budgets, according to research by Frost and Sullivan.
Today, after months of widespread closures across the global economy, organizations have switched to virtual formats to keep their events alive. But the landscape is beginning to shift: Small and manageable live gatherings have occasionally taken place between waves of shutdown and reopening.
Although face-to-face meetings are due to return in force eventually, new formats and trends will set the course for event marketing in the coming years. This article outlines three of those trends and explains ways to take advantage of them while keeping attendees safe.
1. Hybrid is the future of event marketing
Fully 89% of event organizers say that even when face-to-face meetings resume, virtual elements will remain