With business travel at a standstill, 92% of marketers are considering a virtual or online event of some kind in the next 6-12 months and 84% are increasing their webinar frequency, according to a study released Friday by BrightTalk.
Given that, it follows that brands have to gear up their triggered email programs. They have to send reminders, updates and follow-ups.
On the downside, only 34% are consistently producing online events as a core part of their marketing strategy. And 35% acknowledge that their biggest challenge is keeping an audience engaged. Firms are hobbled by creation challenge, lack of time and a steep learning curve.
Before the COVID-19 pandemic hit, 77% said in-person events were an important part of their marketing strategy. But 60% now say they will not produce a live event for the rest of this year.
Only 37% are planning physical events. Another 49% are unsure, and 14% say there is no chance of their doing so.
“While there will always be a place for in-person events, we are expecting to see more marketers use a hybrid strategy to extend the value of their content into a virtual event,” states Nick Markwith, senior director of communities at BrightTalk.