Five lessons 2020 taught marketers about successful online events

Sean Hargrave

The world may be emerging from lockdowns but it won’t be returning to the sort of business events the pandemic stopped; virtual and hybrid (a mix of physical and online) events will dominate the next 12 months according to LinkedIn.

The panic that gripped many marketers in spring 2020, when physical events were being postponed or hurriedly reimagined as virtual events during the early stages of the global pandemic, has abated somewhat. Executives may have feared going virtual would detract from networking and nurturing leads, but more than two in three marketers (69%) are reporting that virtual events provided better ROI than their physical counterparts.

Furthermore, four in five also agree that virtual events have provided opportunities that they would not have been able to explore before, according to research from LinkedIn, presented (online) at Advertising Week Europe, 2021.

It...

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