The scale of the coronavirus outbreak is shifting every day. Most countries are now trying to contain and delay its escalation. The first half of the year is clearly not going to plan out as expected.
It has left many marketers struggling to find a Plan B for the first six months of 2020. Most trade shows and conferences have been cancelled or currently up in the air.
Marketers are now searching for credible alternative strategies that will help to grow engagement and awareness and ensure they still hit their KPIs despite the exceptional circumstances.
Time and money have been spent to create content for conferences and shows, which now needs to find new ways to reach its audience. With many people expected to be deskbound and likely to be working remotely, appetite for inspiring digital content will only increase.
According to Jonny Boufarhat at online events provider Hopin, even before the coronavirus outbreak, people were becoming more selective about which events they attended. “Technology means people no longer have to spend a lot of their time and energy going to physical conferences. They can now have the same engaging experience from their home or office via platforms like ours.”
Like Hopin, The Drum also provides alternatives to live events online. Taking existing live event content and turning that into webinars, whitepapers and video, can often drive even greater reach and engagement in these formats. The same entertaining, informative and influential conference keynote for instance, doesn’t just reach its original target audience, but it has the potential to go much further.
The Drum’s own webinars regularly attract hundreds of registrations and attendees and remain online to be accessed later and surface for people searching for case studies or best practice.
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