Which B2B Event Format Will be The Most Popular In 2022?

In the pre-Covid era, the majority of the businesses preferred hosting in-person seminars, trade shows, conferences and exhibitions, while events in the digital spectrum were rare. However, during the pandemic, the events industry has witnessed a significant shift from the physical to virtual and hybrid.

The inevitable shift from in-person to virtual events in the B2B marketing space was, anyway, destined to be the future of corporate industry events. According to events industry experts, Virtual Events would have taken five-six years to gain widespread popularity instead of just two if it wasn’t for the pandemic.

This blog discusses the possibilities of a surprising future of the events industry that will thrive on Virtual, Hybrid, or In-person events: The Option Of Virtual We all are aware of the challenges posed by in-person events. Long haul travel, logistical challenges, overwhelming exhibition venues full of businesses competing to capture your attention. In simple terms, in-person events, particularly large-size gatherings, can be incredibly stressful for attendees. From the events analytics perspective, the power of virtual events packed with unmatched benefits is irrefutable. It is nearly impossible to imagine a future without the digital landscape of B2B events and rare to meet business leaders who do not acknowledge the stand out benefits of online meetings. The scaled-up transition to Metaverse, the groundbreaking innovation in the events industry, the capabilities to reach a global audience, high in-demand keynote speakers, and increased monetisation opportunities significantly improve Virtual Events’ marketability. Additionally, the digital phenomenon proves to be a highly cost-effective solution posing zero health and safety concerns. While a repurposed content marketing strategy propels future lead generation campaigns, post-event analytics is instrumental in developing a solid lead nurturing process. Going ahead into the future with virtual events is the only practical option for several brands. However, suppose you’re sceptical about virtual-only experiences. In that case, you’re in the same league as several other business leaders who face the dilemma if they should waive off the in-person component entirely, given a large number of attendees prefer to engage and learn best in-person. In-Person Events Continue As The Most Effective Option Over the next few years, depending on the health and public safety regulations, certain businesses will most likely return to hosting full-fledged in-person events. According to Brittani Dinsmore, Head of Marketing at Moz, the need for face to face interactions inspires 16% of the marketers to decrease their investments in Virtual Events in 2022. Screen fatigue is inevitable, and many attendees face burnout due to conducting multiple virtual meetings. Remote participation does not allow attendees to experience the full scope of some events, such as networking or a convention. The energy radiated at live events is unmatched and cannot be replicated in the virtual world. There’s a strong rationale that augments the importance of in-person interactions. In addition to the benefit of face to face connection, more often, it is much easier to generate highly relevant leads and attract new sponsors in person. For example, body language aids in 55% impact of our communication. Thus, it can be challenging to discern the nuances in body language in a virtual environment, leading to the loss of some meaningful connection in a virtual space. The events industry is likely to witness a gradual shift back to in-person events. With the new variants of Covid emerging, organisations will continue to host hybrid events allowing attendees the flexibility to choose between in-person attendance or remote participation. The Twin Powers Of Hybrid With a hybrid event strategy, you’re offering solutions to the needs of two varying subsets of audiences. Several enthusiasts are keen on highly engaging in-person event experiences, while some prefer to participate remotely. Hence, a hybrid event is an irresistible option if you encounter the dual nature of audience preferences, namely in-person and virtual. The USP of the hybrid model allows scaling up your events while enabling you to connect with attendees who cannot join the event in person due to travel restrictions, budget constraints or health and safety concerns. The complex setup of hybrid events demands an effective virtual platform and in-person meetings. Navigating the increased complexity, costs, and risks linked with integrating different platforms and technologies is crucial to organising a successful hybrid event. Re-engineering The Right Event Mix

Marketing organizations hold the ultimate choice of Virtual, Hybrid, or In-person events. With each event model offering a unique set of large-scale benefits, the future will likely see a mix of the three event types in the B2B events domain. The marketing leaders, often in collaboration with a corporate event management company, are responsible for optimizing the right combination of the three-event formats, depending on the audiences’ needs, preferences, and the marketing priorities of the organizations.