In-person events will return over time, but brands are unlikely to move away from virtual experiences completely.
Most marketers expect live events to return next year. But, brands will have a mix of digital and in-person experiences rather than moving back to physical events. Hybrid events can take the form of a live stream of an in-person event or an in-person event along with certain digital assets.
The negative environmental impact of air travel along with the high costs will hold back in-person events. In contrast, virtual events are cheaper and allow for the creation of engaged online communities post the event.
Virtual networking has its own set of pros and cons. Marketers can provide opportunities for one-to-one networking, but it is not as effective at scale. These limitations mean that marketers need to take a unique, always-on, hybrid event marketing approach.
[5 minute read]