What are the advantages of online events? — The value of engaging digitally
What are the advantages of online events?
Well, online events have many advantages and can provide significant value both for your business and for your audience. Some of the most important advantages are:
- Ability to track more data
- No geographical boundaries
- More flexibility
- Much more content for marketing and social media
- Sharing content is easier
Let’s dig a little deeper, shall we?
Why are virtual events important?
Events and conferences have been a traditional tool used by companies and brands to reach their potential consumers. In the B2B environment, they are, in fact, one of the recurring tools companies use to transmit certain messages such as product launches, new services, and other customer engagement activities. For example, oftentimes, when companies develop new technological innovations there are usually a few brand events, conferences, and specialized talks in between an idea and the launch of a product. This is when companies can get more involved with other companies and get to know what they have to offer and their plans.
However, the coronavirus has had a brutal impact on the organization of events and conferences. The restrictions on mobility in the first months, the capacity limits established now, and the reluctance of consumers to travel have been a serious burden on the organization of fairs, events, conferences, and congresses.
This does not mean that companies cannot use these tools to connect with their potential consumers, but that they have to change how they do it and readjust their activity.
In the case of face-to-face actions, companies must make the most of their live brand activities. But, if they cannot do activities with a physical presence and organize “tangible” conferences, they can always organize virtual or hybrid events.
Technology makes virtual events possible, but it also provides a very good, sometimes more engaging, experience for the attendees. At the same time, it provides incredible flexibility to participants by allowing them to choose when or where to attend an event.
In addition to filling the gap left by physical events, virtual events have opened up a series of advantages for companies and their marketing teams. Marketers should not see them only as a temporary patch to a problem and as a solution to the challenges of the coronavirus, but they must understand the benefits that they bring and squeeze them.
This is indispensable in a world that is increasingly becoming more digital.
Virtual events open the door of data. It is no novelty that face-to-face events are the go-to choice for marketers because it allows them to gauge real-time interest and build quality networking and relationships with consumers.
While true that virtual events cannot replicate all of these points, they offer other things to compensate, and here’s where data comes in.
In online events, the consumer must register and follow certain steps to access the event. He must be really interested in what the company is going to sell or tell him, to complete all the previous steps and access the content. This is, however, not the only valuable piece of information. Virtual events open the door to processing a lot of other information, such as tracking when attendees stop paying attention or log out. By doing this, you know what really interests them and what has quickly bored them. Thus, online events are a richer source of data. As a result, you can understand consumers much better and find higher-quality leads.
Geography and schedules matter little: everyone can participate
Anyone who lives outside of big cities knows that brand events are often focused on them. If you are outside of those epicenters, you must move, which is not always interesting or convenient for people. Meaning, companies are losing opportunities to reach audiences with potential interest in their products. However, with virtual events, it doesn’t matter where your consumer is. Everyone is on an equal footing before the event.
Additionally, the content is also less tied to the agenda problems of the participants because schedules can be made more flexible in online events.
This flexibility of hours and access is marked by another reality that these types of events open. They open the door to allow the consumer to access them on demand and when it suits them best. The experience is not exactly the same. For example, you can’t ask questions live. But, it helps to create a library of content that will always reach those who are interested.
Recycle and engage even after the event ends.
Virtual events open more doors for content marketing. The truth is you can recycle event content not only by opening a VoD (video-on-demand) space for your brand but also by taking other derived content from them to share on social networks.
Instantly direct your audience to what you want them to see.
Like everything on the Internet, virtual events open the hand for hyperlinks. In a physical event or a conference, you can ask your attendees to access an online link or a resource when everything is over, but no matter how easy you put it, oftentimes it is easier to forget it than it is doing it. So, people often forget about it once the event is over. However, in virtual events, it is as easy as adding a link to your online experience, and chances are your audience will much more likely click your link.
In short, online events will be here to stay. With the enormous potential they bring to companies they will undoubtedly play a significant role in the future of conferences, product launches, and other marketing activities.
Not convinced yet or want to know more about the future of online events?
Check out the value we brought to Vredestein with an online event and download our trend report about the future of virtual and physical events in our latest project case.
