The future of events is in the virtual world

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For many years the events industry has been undergoing a series of changes towards the virtual that have undoubtedly been precipitated in recent months by the covid. Of course, events have not died, but they have gone through a significant transformation and these changes are here to stay.

The event managers of the future now know that their technological skills will be the most remarkable in their curriculum and therefore they are trained in prestigious universities, such as IMEP (Mediterranean Institute of Protocol Studies), to learn the latest technological advances and applications of what they learned in face-to-face events now brought to the virtual world.

There are different platforms on the market that help us transfer the experience of the in-person event attendee to the virtual and maximize engagement. For a good event manager, the experience of the attendees should be essential, regardless of the environment in which it is taking place, but the challenge of surprising is more difficult without the elements that face-to-face events provide.

A virtual world to succeed with your event

Virtual events are being the great trend of 2020, but, beyond webinars, live shows and streaming conferences, what can cyberspace bring us in the era of digital transformation?

One of the most revolutionary ways to create a high impact among those attending our online event is through virtual worlds, physical spaces in cyberspace that allow attendees to interact with each other through avatars. A kind of ‘virtual presence’ that allows the organizer to be much more creative to get the desired attention of the attendee.

These virtual spaces — which are well reminiscent of the famous Sims– can be personalized and decorated, thus allowing brands to create corporate and even themed spaces. From meeting rooms, auditoriums with different capacities and decorations, coworking rooms, offices, as well as fairs with virtual stands and even escape rooms or spaces where you can develop live concerts. In the virtual world, any type of event can be possible, it will only depend on the creativity of the event organizer and the budget they have.

Real world Vs virtual world

Surely, at this point, you are wondering what advantages and disadvantages present events in the virtual world compared to face-to-face ones. While it is true that the presence, face-to-face and direct contact between attendees provides unquestionable value, face-to-face events have certain disadvantages compared to virtual events that the organization must take into account.

1. Geographical limitations:

In-person events involve the movement of attendees, which in turn involves the expense of transportation, time and even accommodation … Virtual events, meanwhile, can be viewed from anywhere in the world where you have a computer and internet connection. There are no geographic barriers in cyberspace.

2. Cost of the event:

The investment in face-to-face events is much higher if we take into account the rental of spaces, transportation, hiring of services and personnel, catering, etc. Although in the virtual world you will also need some of these services, the investment is much lower.

3. Measurement of results:

Virtual events have the great advantage of capturing and measuring data, the gold of the 21st century. Make the registration, enter the virtual world, click on the mailings … absolutely every virtual step that our attendees take will be recorded, which allows the organizer to carry out an exhaustive post-event analysis that will provide valuable information.

Keeping in mind, in addition, the times of pandemic that we live, there are some drawbacks to add to the list, such as capacity limitations or the risks of cancellation that our event may suffer.

In short, the alternative of virtual spaces is presented as a great solution halfway between face-to-face and conventional virtual events, offering a 10/10 in terms of engagement and security. A range of possibilities opens up in the virtual world of events.

Sonia Rodríguez, Press and Institutional relationships in Grupo ESATUR

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