using technology . According to the survey , 25 % of organisers were still seeking technology partners for their events ’ infrastructure , planning , execution , and measurement .
Talent Talent gaps are also proving a challenge to organisers following Covid-19 . Twenty-five percent identified that filling talent is a current core challenge , while for 19 % finding talent with the right skills is already a pressing problem . To work on this , 74 % of organisers agreed that their businesses are trying to hire talent with the right skills for their virtual events .
Virtual events : where are they now ?
A STUDY BY ONLINE VENUE PLATFORM AIRMEET HAS PROVIDED A NEW INSIGHT INTO THE CURRENT STATE OF VIRTUAL EVENTS
S ince the global pandemic began , ‘ virtual ’ and ‘ hybrid ’ events have turned from trendy buzzwords into industry standards . Airmeet ’ s study , carried out in August by Forrester Consulting , surveyed 165 virtual events organisers in North America about their strategies , challenges , and goals .
Measurements Measurement was a key challenge Primary measurements across the event ’ s timeline included registration ( 43 %), identified new opportunities ( 46 %), improved market awareness ( 43 %), and more .
Respondents identified that these measurements work best when there is an unmistakable understanding of clear goals , which is not always the case .
Twenty-six percent of organisers stated collecting and using data during their events was a challenge and identified that neglecting to track post-event KPIs was leading to missed opportunities .
Technology Technology and infrastructure were crucial investments , and challenges , for respondents ’ virtual events : Pre-event
• Building infrastructure – 22 %
During-event
• Collecting and using data – 26 %
• Deploying the right technology – 21 %
Post-event
• Integrating technologies – 23 %
• Demonstrating ROI – 22 %
Organisers found it easier to collect and mobilise the data from events when
Diversifying Diversifying virtual event offerings provides benefits , with 76 % respondents identifying this as a core goal . The survey provided some solutions , including providing different events for each step of the buyer ’ s journey .
Ensuring success Successfully targeting virtual events to their specific target demographics improved growth – as highlighted by 73 % of respondents . However , only 23 % of respondents considered virtual events to be unique . When asked how to differentiate virtual events from competitors ’, respondents identified seven methods :
• Unique activities – 48 %
• Content – 45 %
• High-energy host – 44 %
• Personalised experiences – 44 %
• Networking – 41 %
• Compelling speakers – 41 %
• Immersive virtual environment – 38 %
Overall , 33 % of respondents agreed that virtual events had a become permanent element of their organisation ’ s events range and 82 % plan to conduct the same number or more virtual events in the next 12 months than this past year .
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