A new report conducted by the Virtual Edge Institute and commissioned by Freeman analyzes attendance trends at face-to-face and online events, and the numbers show that attendees are increasingly turning to their screens to engage with organizations.
The inaugural Digital Event Benchmark Report collected findings from more than 200 event producers and offers a tool to assess and compare the performance of events, marketing strategies and digital initiatives.
The inaugural Digital Event Benchmark Report collected findings from more than 200 event producers and offers a tool to assess and compare the performance of events, marketing strategies and digital initiatives.
“Engaging people using online meeting and event technology has never been more important,” Michael Doyle, Executive Director for the Virtual Edge Institute, says. “Armed with the information from this study, we can help the industry gain insight into best practices for digital events and hybrid extensions in order to improve event marketing ROI and deliver real results.”
Selected Key Takeaways:
While the report highlights that many respondents are searching for sponsorship opportunities and new ways to earn revenue from content captured during events, the statistics show that many event producers are failing to promote that content to prospective customers after the event concludes. Thirty-three percent of respondents do not have an ongoing marketing strategy to build awareness of on-demand educational content.
“Marketing is always an area our consulting clients want to know more about, with good reason,” Doyle says. “You can have the greatest content and experience built out for your online attendees, but if you don’t get the marketing right, it’s all for naught. The report has a section devoted to just this topic.”
The 17-page report is free. Click here to download the insights directly from the Virtual Edge Institute website.
About Virtual Edge Institute
The Virtual Edge Institute (VEI) is an organization dedicated to advancing engagement around events, meetings, learning and marketing programs through technology. VEI supports and contributes to research, education, thought leadership, promotion, and professional networking. VEI also produces the Digital Event Strategist educational program and accompanying DES Certification designation. For more information, www.virtualedgeinstitute.com.
Selected Key Takeaways:
- 67 percent of respondents indicate that their online attendance is trending up.
- 50 percent of respondents want to make money with their online event activities.
- 40 percent of respondents hope to leverage online events to drive participation in face-to-face events.
- 35 percent of respondents indicate that average attendees spend more than three hours in an online event.
- Less than 25 percent of respondents charge money for live access to online events.
While the report highlights that many respondents are searching for sponsorship opportunities and new ways to earn revenue from content captured during events, the statistics show that many event producers are failing to promote that content to prospective customers after the event concludes. Thirty-three percent of respondents do not have an ongoing marketing strategy to build awareness of on-demand educational content.
“Marketing is always an area our consulting clients want to know more about, with good reason,” Doyle says. “You can have the greatest content and experience built out for your online attendees, but if you don’t get the marketing right, it’s all for naught. The report has a section devoted to just this topic.”
The 17-page report is free. Click here to download the insights directly from the Virtual Edge Institute website.
About Virtual Edge Institute
The Virtual Edge Institute (VEI) is an organization dedicated to advancing engagement around events, meetings, learning and marketing programs through technology. VEI supports and contributes to research, education, thought leadership, promotion, and professional networking. VEI also produces the Digital Event Strategist educational program and accompanying DES Certification designation. For more information, www.virtualedgeinstitute.com.
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