he digital dial has been cranked up to stratospheric levels and shows no signs of stopping . Since Covid-19 adversely impacted the in-person events space , virtual events have been the only game in town in many countries across the globe .

While some event professionals wait for the return of in-person events , others have gone full steam ahead exploring digital options and making them work .

One thing is clear : virtual events are no longer a placeholder in the events calendar . They are an integral part of communications and marketing strategies .

Over at MPI , Annette Gregg , senior vice-president , experience , has this to say : “ One of the best outcomes of the pandemic is that we ’ ve been forced to adopt virtual engagement options . As a global association , adding a digital component to our conferences has allowed us to increase attendance across our 70 + chapters . For example , our annual Chapter Business Summit , usually held live at our annual conference in the US , saw double the attendance when it went 100 % digital in 2020 . And with the scalability of a virtual platform , we were able to extend the learning opportunity to many more levels of leadership .”

That is clearly a good outcome and MPI have plans to extend their digital footprint in 2021 .

David Thompson of Reed Travel Exhibitions also reflects on the impact of digital : “ As our industry undergoes significant changes as a result of the pandemic and consequently is more open to

learning , it is clear that there are significant opportunities for many areas of event tech over the coming 12 months and beyond . It is essential that , as event organisers , we continue to embrace these opportunities and drive them forward .”

Event tech is clearly an integral part of an event experience and this has been amplified in recent months . I worry that some event tech companies are investing considerably in product development at the expense of providing on-boarding help . The best tech can never be properly used or maximised unless its capabilities and quirks are thoroughly understood . And that is where there are still gaps . However , the tech companies that minimise those gaps are seeing good results .

David Merrell of AOO Events has good things to say about his experience of using avatars for client events . He used the exVo product . “ Because it is an entirely immersive experience , much like a video game , it compels guests to stay involved . It ’ s a

Above : Paul Cook

virtual world that runs completely parallel to the real world . The big difference is that it legitimately satisfies all the goals of a live event . It can be impactful , engaging , memorable , and can completely represent your brand , products , and messaging . Every opportunity that a sponsor or stakeholder needs to be involved in exists within the platform .”

From avatars we switch to holograms . These have long been hailed as the next big thing . But are we now ready for them ? I think we could be , especially if the tech companies want to make it easier for people to understand and use . Liz Berry at Hologramica has a personal mission to make holograms ‘ normal ’, so maybe we can expect to see a lot more of them in the not-too-distant future .

Whatever technology we use , Tahira Endean , SITE Global Conference head of events , reminds us of the need to consider two things : the need to over plan and the fact that you can never over test when it comes to digital events . Wise words , indeed , but I also like her advice when she says : “ Think outside the device . How are you making your experience more interesting , inciting curiosity and movement and ensuring people want to stick with you ? Take lessons from e-sports and music and non-meeting engagements and keep us edu-tained .”

It is a good reminder that even as we keep turning the digital dial , we need to have a clear vision of what we are seeking to achieve with our events . The events landscape continues to change , and every event has to deliver and has to stand out . Make sure that the tech helps you do that .