[eMarketer] The future of corporate events is hybrid

Rapid-fire event cancellation notices and invites to (poorly produced) virtual events littered the inboxes of B2B audiences at the start of the pandemic. Luckily, there are plenty of learnings for organizers and sponsors to implement as the landscape continues to transform.

As corporate event planners head into 2021, the general consensus is that virtual will remain the status quo until a coronavirus vaccine is widely available, or the pandemic subsides by other means.

In a May 2020 survey of US marketing professionals, The 614 Group asked what types of events would likely occur post-pandemic. The answers consisted only of virtual possibilities, including live video feeds, digital community building, and virtual experiences with physical elements delivered to attendees pre-event. More innovative events that respondents were looking out for in 2021 included augmented reality (AR) and virtual reality (VR) experiences to demo new products.

But the shift to hybrid will start in 2021.

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