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HOW TO: hold a really effective virtual event

Virtual events have been around for a number of years, but only relatively recently have companies really started to realise their true potential. By Lilah Walker, international director of events, Marketing Options International

As well as offering tangible marketing benefits such as tracking, measurement and on-demand availability, they have particular appeal in a climate where target audiences simply don't have the time, resource or budget to attend physical exhibitions, seminars and conferences.

As a result, we have seen virtual events used much more widely. Despite this however, there is still a degree of hesitancy from B2B marketers, not only with regard to their true value but also because they lack confidence that they can organise and deliver them successfully.