![]() I’d love to see more marketers take advantage of the construct of a digital experience without slides. The other place that marketers are learning a lot about is how to amp up the engagement in the digital experiences-turning video on is mandatory at this point I would say, but how to offer up engagement through interactivity, polling and surveys is also coming the forefront. all ways to keep the audience engaged without being tied to a physical event construct of timing. I’ve seen marketers condense down content, run it as part of a weekly series, etc. Just because the physical version of the experience was 3 days long with 10 hours of programming doesn’t mean the digital experience should be. The notion of having a digital experience replicate the time allocation set aside from physical events has been shed. I think one big area that marketers have made changes to is agendas. Marketers are thinking about the goals they need to achieve and what audiences are demanding and building from there. We’re now processing all of that knowledge and creating digital experiences that have learnings and insight from those events built into the strategy. There were many successful events in this time but marketers across sub-functions learned a lot from virtual events. The discussion from the first moments of quarantine were how do I take this event that I’ve planned and take it as is and deliver it in a digital format. ![]() Cheri, what is your perspective on this and where do you see these trends leading and what are key lessons learned?Ī: The first few months of the pandemic we were all in panic and reactionary mode when it comes to in-person events. ![]() In-person events, long a staple of marketers, are not an option currently. Q: During the current global COVID19 pandemic, we have seen literally overnight a shift to a “digital first” strategy that has dramatically accelerated digital transformation. It was my pleasure to recently connect with her to discuss the evolution of digital marketing in the face of a global pandemic, the implications of a shift to virtual events, and marketing analytics, data, technology (Martech) and more. Cheri joined ON24 earlier this year as Head of Strategy and Research. I have had the pleasure to see Cheri Keith present as an analyst at multiple events over the years, and her perspectives for SiriusDecisions consistently showcase a broad expertise on B2B marketing, events, marketing operations, thought leadership and much more. ![]()
0 Comments
Leave a Reply. |