What is a Virtual Event?
A virtual event is a webinar, specialized landing page, content hub or digital experience produced to support an event taking place either online or in-person. Virtual events are analogous to trade shows, conferences or other in-person speaking engagements, but there are some key distinctions to keep in mind.
First, all virtual events have two key features: some form of multimedia content, and engagement tools empowering digital audiences to interact with content, brands and — depending on how the event is set up — speakers.
Second, virtual events can run in association with, or as an extension of, in-person events like trade shows or conferences. When this is the case, virtual events or digital experiences can run either live, simulive or on-demand, depending on what level of immersion a producer wants, what goals they have for their digital experience
Third, all virtual events feature some level of advanced analytics and integration. Advanced analytics should be able to summarize not just the number, names and time spent in an experience, but also what resources were downloaded, what questions were asked and how engaged an overall attendee was with a presentation.
Data from virtual events should also be able to flow easily between a digital experience platform and backend systems, like customer relationship management or marketing automation platforms. This way, demand generation and sales teams can make the most out of events and accelerate opportunities.