Virtual events showed their value during lockdown as businesses were forced to accelerate digitisation and adapt the way that events had conventionally been hosted and attended. Today, the words “virtual” and “hybrid” are staples in the events industry vocabulary, and a forecast for 2022 shows that 73% of event marketers say they expect hybrid events to be more popular than ever.
To meet this demand, technology within the event industry has seen rapid recent development, with many companies pivoting to adapt to the new normal. Organisers have long used digital tools to facilitate interactivity at events, but new software like facial recognition is now being used to enhance engagement even further. Elsewhere, other technologies like Bluetooth tracking are also being adapted into the sector, providing data insights that can improve sustainability efforts and kickstart a long-term cycle of event optimisation.
It is clear that virtual and hybrid events are primed for further growth – indeed, a recent report suggests that the virtual events market could grow by $269.2bn between 2021 and 2025. Digital tools in the industry continue to develop apace through the use of VR and AR, and hybrid events are in a prime position to capitalise upon this innovation to provide flexible content to their dual audiences....