Optimise virtual branded events

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 26, 2021, 5:40 PM UTC

If carefully planned and executed, virtual events can help enhance engagement at a lower cost than live events.

According to Google, 56% of audiences said watching live streams can be just as good as being at an event in person. Virtual events allow for flexible selective audience targeting, wider reach, higher engagement and the opportunity for almost real-time follow-up at a reduced cost.

Businesses need to set the stage for virtual events with their prelaunch campaigns. Companies can generate buzz and excitement before the event by treating the prelaunch as a “save the date” for the event. Using countdowns can help create a sense of urgency and FOMO.

Businesses can introduce live-chat options to boost engagement and continue interacting with audiences during an event. Following up with event attendees, providing post-launch offers and guiding them throughout the purchase journey can help brands remain on consumers’ top of mind.

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