Expect hybrid events in the future: survey

Amid the Delta variant-fueled outbreaks going around the world, event organizers, exhibitors, and marketers hoping for the return of in-person events in the fourth quarter should be

According to a SearchEngineLand article, their survey of marketing professionals this summer indicated a 50% chance on average that they would attend an in-person event through the end of 2021.

Their latest Events Participation Index found 30% of approximately 170 marketers said it was "extremely unlikely (1 out of 10)" that they would attend in person, while 20% reported they were "extremely likely (10 out of 10" to do so this year.

The numbers for 2022 in-person events appeared to be more optimistic. SearchEngineLand reported that attendees and exhibitors were both found to be budgeting attendance for in-person events next year. However, the caveat is that both groups plan to attend far fewer in-person events than before the pandemic, implying that the exhibition trade show model in the pre-pandemic era would no longer return.

SearchEngineLand's survey numbers indicated that around 78% of respondents set aside a budget to attend a "small number of in-person events" next year, while 12% budgeted to participate in many. Exhibitors showed a similar outlook -- 19% would attend a small number of events, compared to 5% would expect to show up at many events.

The research also pointed to geography, which could limit event attendance willingness next year. Although the article cited 56% were willing to travel by ground transportation or through driving to regional events, only 40% were ready to fly long distances.

The research had pointed to respondents saying virtual events were more efficient for training purposes. However, virtual networking saw a more significant obstacle to overcome, where marketers say the lack of human connection made it challenging to create potential relationships.

Keep in mind that these numbers would reflect event participation willingness among marketers based in the U.S. or Western countries in general. However, exhibitors and event organizers in Asia would need to consider their plans in 2022 should the pandemic take course towards the worst-case scenario, in which the situation continued to worsen.

Many Taiwanese suppliers heavily rely on building business networks in their export-bound destinations, specifically the U.S. and Europe, meaning more emphasis should be placed on digital marketing efforts to reach potential customers.

Get in touch with our CENS marketing team if you're looking to upgrade your digital marketing reach.