The debate about which is better,
events OR in-person events has been raging for some time now!
according to me, it is not the question of which is better, it’s
question of ROI on any kind of event executed.
I have been in the experiential
for almost 2 decades now. My love for in-person experiences has
exponentially over the years. Starting from the brief and the
to creating something which delivers mind boggling in-person
is something which turns on all experiential marketing folks, I
pandemic hitting us hard, the world turned over to virtual
Growing slowly from smaller events, virtual has started to go
The lines between web-casting/ virtual event and broadcasting
started to blur. Also, a lot of custom development on online
have started taking place. Clients/Agencies have started
and have started experimenting more.
The fact remains that physical events are
still some distance away, but the question that begs to be
answered is —
What is fueling this change?
Well, it’s the fact that the ROI
measurement matrix that was missing or not possible to measure
has completely turned on its head with digital events. With the
experience, not only has the audience reach opened up
also highly detailed analytics with absolute ROI measurements
Global Reach + Analytics(RoI) have
the eyes of marketers!
Earlier, in the case of an in-person
the reach was limited to a few hundred people physically
site. This has changed with virtual events as now the marketers
reach an unlimited audience spending less (or more rationally)
measure the impact with greater accuracy!
The availability of presenters from
the globe without any travelling/visa/diplomatic challenges etc.
turning out to be a great hook for the audience. The real-time
interaction between audience and presenters is engaging the
much more than the in-person events. The feedback is real-time,
interaction is real-time, AND the impact is real-time. If this
be calculated in terms of capital, the cost of hosting has come
Now, spending as less as a million rupees,
one can reach an audience size which is unimaginable in the
world scenario. This factor alone my friends, has some serious
reaching impact on the experiential world.
As more trends about digital or
events emerge, the more RoI driven this will become. The
become the “show window” but the real experiential/business will
towards digital experiential as the world becomes more RoI