Continue organising virtual events to reach and engage a wide range of audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2022, 2:48 AM GMT+0

Though businesses are returning to in-person events now, they should continue hosting virtual events to engage diverse audiences.

Virtual events can help brands reach out to and engage audiences who cannot attend in-person events. Such audiences can be international as well as remote audiences – people who find it difficult to travel. Along with diversifying their audiences, brands can leverage virtual events to track, measure and monitor attendee journeys across multiple personas.

Brands must ensure they create permission-based persona journeys, use tools like digital surveys and incorporate other digital layers to capture more audience data. Analysing such data can help brands predict customer behaviour. Similarly, virtual interactions must be rewarding and concise, with the focus on offering relevant content.

But, brands need to first determine whether virtual events suit their industry niche or not. For instance, while attendees usually attend virtual events for content or learning, trade show or consumer expos are better off with a physical event.

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