Most professionals in charge of events say their firm is planning to increase or do the same number of virtual events in the next 12 months as it did in the past 12 months, according to recent research from Airmeet and Forrester.
The report was based on data from a survey conducted in August 2022 among 165 senior managers in North America who are responsible for event and/or marketing strategy at their company.
Half of respondents say they plan to run about the same number of virtual events in the next 12 months as in the past 12 months, and 32% say they plan to run more virtual events.
Respondents say building the infrastructure is their top challenge before virtual events, collecting and using data is their top challenge during events, and integrating technologies is their top challenge after events.
Respondents say the most effective ways to differentiate virtual events are through unique activities (48% cite as effective), great content (45%), a high-energy host (44%), and personalized experiences (44%).
Respondents say registration is the top thing they measure before virtual events, the number of new opportunities and attendees are the top things they measure during events, and awareness and the number of new contacts gathered are the top things they measure after events.
About the research: The report was based on data from a survey conducted in August 2022 among 165 senior managers in North America who are responsible for event and/or marketing strategy at their company.
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