The NextGen of Events

🌐 Events and conferences have always been an essential channel for lead generation, stakeholder engagement as well as brand and reputation building.

And as marketing and corporate communication professionals brim with excitement at the prospect of the return of in-person events, there is a golden opportunity to reset and reimagine events in a post lockdown world.

For example, research shows that while there are signs of “virtual-event fatigue”, virtual events will continue to play an important role in the NextGen event channel. In fact, 20% of marketing leaders say virtual events continue to deliver tremendous reach.

Yet, after nearly two years of virtual-only events, marketers and communicators are champing at the bit to restart in-person engagements. While virtual events are more about brand reach, in-person events are about nurturing customer relationships that typically result in higher conversion rates. With three out of five marketers saying it’s very important, even critical, to restart in-person events.

If you are still working out what this new world looks like for your organisation's engagement strategy, then this report from the CMO Council could help. It explores the NextGen event channel, what lessons from the pandemic can be applied to event management, why trialling new event formats is important and how to optimize event outcomes.

Link to the report is here.

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📷David Mark from Pixabay