The future is hybrid – remote events in B2B marketing
Marketing
Posted 06 Jun 2024
The COVID-19 pandemic has drastically changed our everyday lives, especially in the event industry and in the B2B marketing mix. As a formative state of emergency, it has accelerated digitalization enormously. Remote work and virtual interactions have brought about a significant change. Social distancing has meant that marketers can no longer rely on face-to-face events and trade fairs alone to promote their products. However, instead of sitting on their hands, promoters and event planners should take advantage of the opportunities offered by digital event formats. In this blog post, we will take a closer look at the challenges and opportunities of remote events in B2B marketing and how companies can use them to achieve their goals.
Remote events are events in which employees can participate without being present at a specific location. This requires the use of modern communication tools such as Zoom, Skype, Google Meet, or similar software.
Technical hurdles: Running successful remote events requires a reliable technology infrastructure. Companies must ensure that both, their employees and their customer base, have the necessary tools and bandwidth to participate in the events. In addition, consideration must be given to the different target groups, as not everyone shows the same level of readiness for digitalization.
Maintain engagement: Participant engagement at remote events is often a challenge. Without a physical presence, events can quickly become monotonous, which can lead to a loss of attention and interaction. There is also potential for increased distraction and reduced productivity.
Networking: One of the main problems with remote events is the difficulty of creating real connections and networking opportunities. The spontaneous conversation after a presentation or the informal meeting on the sidelines of a conference are difficult to replace. In addition, face-to-face events can be used to build personal relationships, while remote events are difficult to connect with. This is due to several different factors, such as a lack of face-to-face interaction, communication challenges, and/or misinterpretations.
Global reach: Remote events enable companies to address participants from all over the world without them having to travel. This opens new opportunities to reach target groups, address potential customers in different regions and publicize the service or product on the international market.
Cost savings: Holding remote events can result in significant cost savings, as there is no need to spend on travel, accommodation, and venues. This allows companies to use their resources more efficiently and add value to their marketing budget.
Measurability and analytics: Compared to traditional events, remote events offer better measurability and analytics. Companies can track exactly who is attending the events, how long they are engaged, and what content is generating the most interest. This data can be used to improve future events and refine your marketing strategy.
1. use interactive formats: Interactive elements such as live chats, polls and Q&A sessions can be integrated to increase participant engagement and encourage genuine interaction.
2. provide valuable content: Events should provide relevant and valuable content that addresses the needs of the target audience. This can help to increase interest and strengthen retention.
3. create networking opportunities: Virtual networking platforms or breakout sessions can be implemented to give attendees the opportunity to network with each other and make new business contacts.
Overall, remote events in B2B marketing offer both challenges and opportunities. Companies that make clever use of these new opportunities and adapt to the needs of their target group can benefit from the advantages and take their marketing to a new level. It is up to each company itself to decide whether to embrace these changes and take innovative approaches or whether it prefers to shift its focus.
Junior Communication Consultant at HBI Communication Helga Bailey GmbH
Annika Müller has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles & the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.
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