Three Event-Marketing Trends to Drive Business and Keep Attendees Safe in a COVID Era

For acquiring leads and doing business, face-to-face events are invaluable, and prior to the COVID-19 pandemic, were 25-30% of B2B marketing budgets. Today, with widespread closures, organizations have switched to hybrid or virtual formats. This article outlines three trends that will shape event marketing in the coming years.

Hybrid events combine in-person and virtual speakers and attendees. To successfully execute hybrid events, businesses should recognize the different audiences and tailor content accordingly. Interactive tools such as live Q&As, chat, video conversations, surveys, and social sharing help to keep attendees engaged. Hybrid events also offer new revenue streams and sponsorship opportunities.

Data and analytics will play a critical role in showing a return on event investment. Attendee data is easier to capture, allowing businesses to create a better customer experience and to track buyer behavior over time. Contactless check-in and attendance will become the new standard, with modern badges, wristbands, and facial recognition software providing quick and safe event entry.