According to the survey, about 51% of marketing professionals think that virtual events will continue to be important, even when live events start back up again. 27% of respondents also stated that they don’t expect live event attendance levels to return to normal anytime soon, with only 19% saying that they expected things to get back to normal once the pandemic is over. This reveals a somewhat bleak outlook for the live performance industry, but regardless the marketing industry will have to optimize its approach based on what would incite the desired audience responses.
While marketing professionals don’t expect a resurgence in the live event scene anytime soon, they do seem to be optimistic about their own jobs getting back to normal. About half of respondents either stated that they miss human contact with team members or the networking opportunities that come with being able to meet people from outside your circle.
The surveyed marketing professionals also expect mixed reality experiences that combine AR and VR with virtual event technology to become the norm. Remote events are becoming increasingly likely, and it would be interesting to see how this impacts the trajectory that technological development will take in the coming years.