Nine months ago, when the pandemic completely disrupted our normal ways of doing business, marketers had no playbook to reach for that would offer guidance for keeping their brands relevant and top-of-mind. Prior challenges – from 9/11 to the 2008 downturn – were not completely applicable, since they did not have the hurdles of remote work and social distancing. Yet, there has been a tremendous evolution in marketing techniques, executed with an impressive level of creativity, all of which occurred at warp speed, as the situation demanded.
One of the most remarkable changes was the shift from in-person events to virtual platforms. From the very first, simply produced virtual events, they have become increasingly sophisticated and complex. For the past several months, just about all consumer and B2B brands have engaged in some form of virtual event.
Among the many challenges of working in the virtual world is continuing to