The state of marketing events and their evolution moving forward

The state of marketing events and their evolution moving forward

In the past two years, organizations have seen marketing events move from gigantic conference rooms and expo halls to the living room and home office. While physical events are a welcome return for both hosts and attendees, marketers have realized that there is a place for virtual and hybrid events. 

With the experience gained from the rapid adoption of technology, marketers are now empowered to experiment with their initiatives further. The efficacy of small-scale events has already been realized, and now, it is time to scale and innovate. Moving forward, the key to maximizing results lies in fine-tuning the process and enhancing the experience.

• What challenges and opportunities did marketers face in the last two years? How have they pivoted? 
• How has the emergence of small-scale, virtual events affected marketing practices? Is this the future?
• How can emerging digital capabilities and tools supplement future in-person events and campaigns?