Technology event marketers are now well aware of the critical importance of remaining agile. While conference hosts want to bring in-person delivery models back into their event marketing mix, and technology providers are keen to shift back to sponsored in-person events, the expanded reach of virtual delivery models means that in 2022, a balanced approach to event strategies is necessary.
Virtual-only events will also remain: By 2024, Gartner predicts that 30% of technology providers with at least $100 million in revenue will extend their reach to additional audiences and roles by shifting to a “virtual-first” event model for both first-party and third-party events, compared with less than 5% before the. For those “virtual-first” marketers, virtual-only events will dominate their portfolio but will be complemented by in-person offerings.
Event marketers and attendees will consider four key issues when deciding when and how to participate in future conferences. Hosts must make sure to address ongoing public health guidance while delivering engaging events to improve brand awareness and growth.You may be inclined to rely on regional protocols, but don’t overlook the criteria that attendees will use to determine whether an event is worth the risk to them.