A study by online venue platform Airmeet has provided a new insight into the current state of virtual events Since the global pandemic began, ‘virtual’ and ‘hybrid’ events have turned from trendy buzzwords into industry standards. Airmeet’s study, carried out in August by Forrester Consulting, surveyed 165 virtual events organisers in North America about their strategies, challenges, and goals. Measurements Measurement was a key challenge Primary measurements across the event’s timeline included registration (43%), identified new opportunities (46%), improved market awareness (43%), and more. Respondents identified that these measurements work best when there is an unmistakable understanding of clear goals, which is not always the case. Twenty-six percent of organisers stated collecting and using data during their events was a challenge and identified that neglecting to track post-event KPIs was leading to missed opportunities. Technology Technology and infrastructure were crucial investments, and challenges, for respondents’ virtual events: Pre-event
- Building infrastructure – 22%
During-event
- Collecting and using data – 26%
- Deploying the right technology – 21%
Post-event
- Integrating technologies – 23%
- Demonstrating ROI – 22%
Organisers found it easier to collect and mobilise the data from events when using technology. According to the survey, 25% of organisers were still seeking technology partners for their events’ infrastructure, planning, execution, and measurement. Talent Talent gaps are also proving a challenge to organisers following Covid-19. Twenty-five percent identified that filling talent is a current core challenge, while for 19% finding talent with the right skills is already a pressing problem. To work on this, 74% of organisers agreed that their businesses are trying to hire talent with the right skills for their virtual events. Diversifying Diversifying virtual event offerings provides benefits, with 76% respondents identifying this as a core goal. The survey provided some solutions, including providing different events for each step of the buyer’s journey. Ensuring success Successfully targeting virtual events to their specific target demographics improved growth – as highlighted by 73% of respondents. However, only 23% of respondents considered virtual events to be unique. When asked how to differentiate virtual events from competitors’, respondents identified seven methods:
- Unique activities – 48%
- Content – 45%
- High-energy host – 44%
- Personalised experiences – 44%
- Networking – 41%
- Compelling speakers – 41%
- Immersive virtual environment – 38%
Overall, 33% of respondents agreed that virtual events had a become permanent element of their organisation’s events range and 82% plan to conduct the same number or more virtual events in the next 12 months than this past year.
