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The world of event planning has evolved, for the better, as the emphasis shifts to creating engaging virtual experiences for attendees.
In this rapidly changing environment, we are no longer just event organisers – we are experience designers, both for our organisations and our customers. Whereas in the past one-dimensional, in-person events were the go-to for event marketers and planners, flexibility is crucial these days, with in-person, hybrid and virtual experiences all having a place in the modern event landscape.
Related: Virtual reality – transitioning from in-person to hybrid events
The big difference that I observe now, however, is that technology is being used for virtual events that truly enrich the experience and provide insights that people may otherwise miss in person.
In designing a successful event, whether it is online or in-person, event marketers still need to cover a compelling topic and have a great line-up of speakers and panellists.
Virtual events can help in this regard. In the past, some mega-event organisers would host a series of events across a country or continent at considerable expense. Going virtual now allows them to centralise all their events into one cost-effective online location and have more money to invest in their speakers and talent.
Content aside, one of the major challenges for event planners is creating meaningful connections and communication between attendees. Increasingly, they are turning to hybrid events because they increase networking opportunities by facilitating interaction between virtual and in-person attendees.
Technology advances are also enhancing collaboration. Group chats, for example, can strengthen communication and facilitate activities such as file sharing and instant messaging; breakout rooms provide a chance for more significant social connections; and webinars give organisers a chance to issue calls to action to large groups that can drive sales and lead generation after an event finishes.
In Case You Missed It: Meeting technology head on – how event planners are upskilling
Significantly, all of this engagement is measurable and helps organisers utilise insights and audience feedback to enhance experience/provide curated experiences – a feature of virtual events that sets them apart from in-person events.
As global organisations adapt to ‘how’, ‘when’ and ‘where’ work happens, Zoom CEO Eric S. Yuan makes the point that “human connection” remains a top priority to drive business strategies forward.
Virtual events are at the core of delivering on this priority. The “X-factor” of virtual events is that they have the ability to engage an audience around the world in a more meaningful and personal way.
For organisers, this means creating an experience where attendees can feel connected to one another and their host – even when they are miles away from each other.
Virtual events have the capability to understand audience sentiments in a way that traditional events cannot. With analytics tools, organisers can measure how attendees engage with their content – such as which videos they watch and for how long – to ensure their event is delivering the best experience possible. Additionally, organisers can use these insights to inform future events or even tailor experiences for individual attendees.
For event marketers, adopting such innovative technology solutions allows them to create a beautifully branded, immersive experience for attendees, while simultaneously building the brand awareness of the event planners themselves.
The result, typically, is better attendance, stronger engagement, a richer event experience and a superior return on investment – an overall outcome that busts the myth that a successful event can only take place in a physical environment.
Amy is the Head of Zoom Events, looking after Asia Pacific and Japan, leading a team of Events specialists.
An expert in sales, Amy and her team are responsible for driving the sales of Zoom Events, Zoom Webinars, and Zoom Mesh. Amy uses her unique skill set of sales and event management to manage her team and engage with customers in enhancing their customer and employee events experience.
Prior to Zoom, Amy worked for 6Connex and Oztix and has also been successful in entrepreneurship. She is based in the Gold Coast, Australia.
