Staging engaging events as online fatigue sets in
By our News Team | 2021
What once worked to make an event successful may no longer work. Even what first worked early on in the pandemic often doesn’t work now.
“Insanity is doing the same thing over and over and expecting different results.”
Covid-19 has changed the world, and the events industry has suffered enormously. Large crowds (or even small crowds) have regularly been restricted or even banned when it comes to events.
What once worked to make an event successful may no longer work. What once worked early on in the pandemic often doesn’t work now.
While the industry has shifted to online events, even that is starting to wear thin with online fatigue a recurring theme. A recent article stated that one in four bosses reported having to fire an employee for inappropriate behaviour during an online meeting.
The world is moving towards opening up again. This means marketers have to change the way they do things or risk becoming redundant in this new model of events.
In an interview, marketing news website Marketing-Interactive spoke to marketing expert, Cathy Song Novelli, Senior Vice-President for Marketing and Communications at event platform Hubilo. She comments on what the future might bring.
The problem of Zoom fatigue
Novelli says: “One thing we have noticed is how many people are experiencing Zoom fatigue. But everyone is pushing their emojis. Emojis are a huge thing that is a relatively new feature for us. Who knew that this is the most coveted feature that attendees want! People don’t want to chat; they want to respond to the emojis.
It is about being in touch with what is going to engage attendees, and what is going to get them to lean-in more, download more content, and visit more booths.
“It’s a totally different formula than in-person. What is great with virtual is that you get that behavioural data about what your attendees loved, what they didn’t and what got them to be engaged. Then you can take that data and see what worked well and make each event better and better.”