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How can virtual events be used as a marketing channel?
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3 Answers
Aren't events inherently a marketing channel and a part of the marketing mix? Why would virtual events be any different than also being part of that same mix and planned in the same way as other pieces of marketing? There's nothing really that different about virtual events that you wouldn't also consider for any piece of marketing IMO. It's still about defining the audience, understanding their concerns, developing the right objectives, understanding your communication objectives, developing the right storyline and producing an negaging experience to meet the target audience and their concerns - all with an eye towards your business outcomes.
There are certainly strategies that can be developed within all of that which contribute to audience engagement and could bring in other marketing channels, but I'm not sure I understand the basis of your question or, perhaps, it needs reframing.
Most people from what I have noticed interact best with visual and speech presentation, eye brain connection. Also giving an opportunity for the audience to participate and interact with the presentation makes for an excellent selling point. Bringing the energy from the audience to you and back to them with positive feedback and maybe some refreshments makes a winner presentation. People listen with different skills and thoughts, it is important to connect with most of these thoughts to have a well rounded virtual presentation and connection. Hope I am on the right track and it is what you were looking for in your question.
I totally agree with Paul, Virtual Events are inherently part of the marketing mix, the thing is, at less at Europe that there are many marketing managers and event planers that don´t know what a virtual event is, and how they can use them to achieve they objectives.
In my opinion marketing people have to think in they objectives and how to achieve them more efficiently and here, Internet and new technologies can help them a lot, but they can´t lose the full vision of their business and their clients needs.
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