VIRTUAL EVENTS AND WEBINARS

 

Virtual events and webinars are the new forms of communicating with audiences by reaching out to them with a specific message.  Virtual events discuss multiple factors and activities in the online platforms with specific customer segments. Similarly, webinars have a much bigger bandwidth, and with that comes a bigger audience to promote a specific topic across a larger audience. Virtual events are specifically the process of engaging content for specific purposes through the utilisation of digital media. Social media platforms like Facebook and Instagram are effective virtual event organising platforms for companies to engage huge audiences.

                                   

Figure 1: Virtual events

(Source: Forbes, 2021)

Virtual events can be considered an effective tool to maintain public relations by managing a specific number of audiences. The study of Kharouf et al., (2020,738), highlights that virtual event provide “messaging, engage with target audiences, and build brand awareness”. Companies are able to improve PR strategies through the establishment of virtual events on social media platforms. It is important to note that the adoption of digital platforms for bringing virtual events is prominent for global companies to enhance the overall reach towards global consumers in an appropriate manner. Technology helps companies to bring a huge number of audiences together through the creation of virtual events. Virtual events create advantages for companies to promote aunty single messages or products in front of online customers in an effective manner. For instance, the global virtual events market size could reach $504.76 billion and grow at a “combined annual growth rate” of 23.7% between 2021 and 2028 (Forbes, 2021). This data helps to convey the fact that the growth rate of virtual events can be appropriate for the marketing planning and promotions of products and services. Hence, it can be highlighted that the application of virtual events techniques is crucial for global companies regarding the improvement of overall brand value and awareness in the international market.

Webinars have a strong role in enhancing customer engagement techniques for companies in an extensive manner. According to the study by Suryono et al., (2021,158), the synchronisation of webinars helps for discussion and customer engagement on a specific topic. Companies are able to discuss with the consumers any relevant topic to understand their desires.  Communication creates advantages for companies to build a strong awareness among consumers regarding any product or service. Hence, it can be highlighted that  the  adoption of webinars is an effective strategy for companies to enhance overall brand awareness through discussion and communication.

On a concluding note, virtual events have a strong impact on promoting brands and products for a company in the global market. Virtual events provide advantages to the companies to reach out to a large audience in a limited time period. Therefore, the discussion states that the gathering of online customers provides benefits to the firms to enhance brand visibility and image in an appropriate manner.


 

 

References

Forbes, (2021). The Importance Of Virtual Events. Available from: https://www.forbes.com/sites/forbescommunicationscouncil/2021/12/28/the-benefits-of-virtual-events-and-how-marketers-can-leverage-them/?sh=2945c0b956cd/[Accessed 7th May 2024]

Kharouf, H., Biscaia, R., Garcia-Perez, A. and Hickman, E., (2020). Understanding online event experience: The importance of communication, engagement and interaction. Journal of Business Research, 121, pp.735-746. https://pureportal.coventry.ac.uk/files/43509035/Binder7.pdf

Suryono, R.R., Purwaningsih, M., Gandhi, A., Marlina, E., Hidayanto, A.N. and Trialih, R., (2021), October. Why do People Continue using the Webinar Application? Insight in the New Normal Period. In 2021 International Conference on Computer Science, Information Technology, and Electrical Engineering (ICOMITEE) (pp. 154-161). IEEE. https://www.academia.edu/download/79406948/Why_do_People_Continue_using_the_Webinar_Application_Insight_in_the_New_Normal_Period.pdf

 



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