2021 State of Virtual Events: Virtual Events Evolve Rapidly From Blockbuster Happenings To More Intimate Gatherings

With Covid-19 restrictions rolling back and millions of vaccines now available nationwide, marketers are eager to get back to business with some semblance of normal. However, this return to normalcy is somewhat paradoxical, because although the industry is growing restless behind its screens, work-related travel isn’t high up on to-do lists.

As such, virtual events will continue to be an industry mainstay for the most part of 2021. However, the field is becoming oversaturated, as more organizations realize virtual events’ value and host events of their own. As event organizers struggle to increase and retain attendance in a crowded marketplace, marketers are taking a step back and focusing on delivering more intimate experiences that rely less on creating mass appeal and more on reaching a target audience with relevant, high-quality content.

Instead of rewriting the playbook, there are several steps marketers can take to refine their event strategies to incentivize attendance, personalize attendee experiences and generate more engagement. Throughout this report, we’ll discuss:

  • How to create more targeted, personalized events;
  • The multiple uses of feedback to refine future and live events;
  • How to reimagine your webinar program;
  • The role of planning and data in virtual events;
  • Tactile elements to promote engagement and increase registrant attendance; and
  • How to create productive networking opportunities.

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