Growth Of Hybrid Events Tests Tech Expertise Of Marketers


First’s “Rethink, Rework, Revitalize” report reveals 55% of marketing directors in the United States and the United Kingdom said a shortage of technical skills among recruits is one of their biggest challenges in delivering remote or hybrid experiences. Forty-two percent of respondents said they switched from online-only and in-person-only events to hybrid last year, as the pandemic continues to weigh how people feel about attending events in real life. As these challenges persist, 41% of marketers say they’re considering hiring digital specialists, and 90% will outsource some or all of their brand experience functions.