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Event planners and marketers have joined the digital skills revolution in the past few years.
As virtual events become more and more popular, and platforms such as Zoom help transform the space, event organisers have also evolved. They are acquiring new digital skills and becoming more resilient and adaptable than ever before. Hopefully, we are now all video-conferencing experts and audio-video gurus!
However, not all event marketers and planners are comfortable with the tech revolution. A study Zoom conducted with Morning Consult of 150 event marketers and planners found that most respondents are currently using audio-video communication platforms for hybrid events, but not all are equipped to handle the entire lifecycle of event management. They cite the following hybrid event concerns:
Zoom is continuing to invest in innovations that will reduce the need to use expensive audio-video consultants and, at the same time, continue the skills upgrade for event organisers. For example, we are launching a new virtual production studio, specifically for live webinars, that is designed to optimize broadcasting for a larger audience.
This will give event organisers more control over components such as layouts and scene styling, aspect ratios, and determining their sequence. While these features will be easy to use, they will further enhance the skills of users.
In Case You Missed It: Virtual reality – transitioning from in-person to hybrid events
One of the great things about the growing popularity of video communications technology is that it has forced people to embrace new ways of doing things and improve the way we all work.
The next phase will see people really start to evaluate how artificial intelligence (AI) can help transform their everyday experiences and open up new possibilities for how we live, communicate and work. The impact of AI will help expedite the capabilities of digital tools.
Against this backdrop, I expect an expansion of training for employees, including event marketers and salespeople, so they can be enabled to better use digital tools and platforms to improve their work performance.
The tech upskilling that many event planners are experiencing as a result of the rise of hybrid and virtual events is pleasing to see.
During my career, I have made a point of investing in my personal and professional growth, through always pushing myself to learn more, get better, and grab every opportunity that comes my way. On the personal front, I have used video communications platforms to build work and social connections with my mentors and coaches.
No doubt some of you may have a desire to go back to full in-person events, but with ‘targeted’, ‘engaging’, ‘streamlined’ and ‘hybrid’ being the most common words in event briefs from clients, I believe an event planners experience with the advanced tools will enable better business outcomes, enhance customer experience and future proof their career in an industry that is in a constant state of flux.
As they embrace new innovations and skills courtesy of advanced technology platforms, it will help event organisers advance their careers now and in the future.
Enjoy the virtual ride.
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.
