{"id":32257,"date":"2021-05-19T17:41:53","date_gmt":"2021-05-19T16:41:53","guid":{"rendered":"https:\/\/digileaders.com\/?p=32257"},"modified":"2021-05-19T17:41:53","modified_gmt":"2021-05-19T16:41:53","slug":"their-eyes-met-across-a-crowded-zoom","status":"publish","type":"post","link":"https:\/\/digileaders.com\/their-eyes-met-across-a-crowded-zoom\/","title":{"rendered":"Their eyes met across a crowded Zoom"},"content":{"rendered":"

In a virtual world, how much should we try to replicate face-to-<\/strong>face marketing events?<\/strong>\u00a0<\/span><\/p>\n

The global pandemic has spawned a\u00a0<\/span>plethora of\u00a0<\/span>enhancements to the<\/span>\u00a0tools and platforms that help us work remotely<\/span>.<\/span><\/p>\n

Teams and Zoom have upped their game<\/span>s, although there is still a gap between the fun, riotous, but<\/span>\u00a0highly\u00a0<\/span>hackable video calls of early lockdown, and the sterile \u2018all microphones are muted, please put your question in the chat\u2019 calls.\u00a0<\/span>H<\/span>ow do we engender a spirit of inclusivity and participation<\/span>\u00a0whilst remaining in control of the situation<\/span>\u00a0<\/span>(<\/span>preventing virtual hecklers<\/span>, and hackers)<\/span>?<\/span>\u00a0<\/span><\/p>\n

M<\/span>any of us will have received\u00a0<\/span>communications stating,\u00a0<\/span>\u2018<\/span>this year\u2019s annual conference is moving online but will still have all the quality of the in-person event,<\/span><\/i>\u2019.\u00a0<\/span><\/i>\u00a0<\/span><\/i><\/b>I don\u2019t agree that<\/span>\u00a0a<\/span>n online conference<\/span>\u00a0in any way has the quality of an in<\/span>\u2013<\/span>person event.\u00a0<\/span>\u00a0<\/span><\/p>\n

As\u00a0<\/span>a marketer<\/span>\u00a0<\/span>in a Covid world<\/span>,<\/span>\u00a0<\/span>I have had to adapt my approach to building brand awareness and generating leads<\/span>.\u00a0 I suspect we all\u00a0<\/span>initially\u00a0<\/span>thought that we\u2019d deliver\u00a0<\/span>all content online \u2013 how hard can it be?\u00a0 The reality is, as we now know, that<\/span>\u00a0<\/span>the\u00a0online\u00a0delegate is\u00a0different<\/strong>.\u00a0<\/span>I have investigated\u00a0<\/span>several\u00a0<\/span>online conference platforms and have undeniably\u00a0<\/span>been wooed by the prospect of becoming an avatar, gliding<\/span>\u00a0<\/span>seamlessly<\/span>\u00a0across\u00a0<\/span>the exhibition\u00a0<\/span>floor,<\/span>\u00a0and entering break-out rooms<\/span>.<\/span>\u00a0<\/span>I<\/span>\u00a0have\u00a0<\/span>also\u00a0<\/span>attended\u00a0<\/span>a number of<\/span>\u00a0online conferences in the last 12 months<\/span>\u00a0and\u00a0<\/span>found\u00a0<\/span>sitting at a virtual round table being asked to discuss a topi<\/span>c with people<\/span>\u00a0I couldn\u2019t see, excruciatingly uncomfortable<\/span>\u00a0\u2013 I le<\/span>ft the room.<\/span>\u00a0<\/span>When we\u00a0no longer have the soft<\/strong><\/span>\u00a0benefits of networking over a buffet lunch, sparking those conversations and ideas that lead to future meetings and opportunities<\/strong>;<\/span>\u00a0does the virtual conference deliver value<\/span>\u00a0to the\u00a0<\/span>marketer seeking stakeholder buy-in and ROI<\/span>,<\/span>\u00a0and the delegate<\/span>\u00a0seeking enlightenment<\/span>?<\/span>\u00a0<\/span><\/p>\n

If<\/span>\u00a0pitching the idea of a virtual\u00a0<\/span>conference<\/span>,<\/span>\u00a0here\u2019s\u00a0<\/span>the element that<\/span>\u00a0works<\/span>\u00a0<\/span>possibly better virtually than in-person<\/span>;<\/span>\u00a0the\u00a0break-out session<\/strong>.<\/span>\u00a0Here we get down to the nitty gritty of presenting a client case study, running an interactive workshop with Miro boards and polls<\/span>,\u00a0<\/span>demonstrating technology, presenting dashboards etc.<\/span>\u00a0\u00a0<\/span>These sessions are recorded, so the screen-weary delegate can watch at their leisure.\u00a0 And, as they\u2019re record<\/span>ed<\/span>, the presenter<\/span>s<\/span>\u00a0need to be on their A game<\/span>\u00a0\u2013 engaging content, compelling propositions<\/span>, all clearly\u00a0<\/span>conveyed<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

In this digitally saturated\u00a0<\/span>world,<\/span>\u00a0it has never been more incumbent upon marketers to have clear objectives for their marketing\u00a0<\/span>campaigns,<\/span>\u00a0and I welcome this.<\/span>\u00a0I<\/span>\u00a0have often<\/span>\u00a0had to listen whilst colleagues told me that<\/span>\u00a0<\/span>\u2018<\/span>we need to attend X, Y or Z<\/span>\u00a0conference<\/span>;<\/span>\u00a0we\u00a0<\/span>need to\u00a0<\/span>have a drinks reception; I want to advertise in the following publications,\u00a0<\/span>we need better giveaways<\/span>\u2019<\/span>, and in the glorious days of\u00a0<\/span>co-op<\/span>\u00a0marketing funds<\/span>\u00a0\u2018<\/span>we\u00a0<\/span>need<\/span>\u00a0to<\/span>\u00a0invite ou<\/span>r<\/span>\u00a0clients to the British Grand Prix, I want to helicopter them in<\/span>\u2019.\u00a0<\/span>Now all of these may well be valid\u00a0<\/span>ideas,<\/span>\u00a0but I would always ask the question \u2018to\u00a0<\/span>a<\/span>chieve what<\/span>?<\/span>\u2019.\u00a0<\/span>\u00a0<\/span><\/p>\n

Now that we cannot indulge in the fluff that can make a<\/span>\u00a0campaign or activity seem more successful than it\u00a0<\/span>was, we have to\u00a0<\/span>be crystal\u00a0<\/span>clear what we\u2019re\u00a0<\/span>aim<\/span>ing to\u00a0<\/span>achieve.<\/span>\u00a0V<\/span>irtual events<\/span>\u00a0provide the vehicle to do this<\/span>,<\/span>\u00a0<\/span>e.g.,<\/span>\u00a0<\/span>\u2018we have delivered some great work with this client.\u00a0 We want to share that with you as you might<\/strong><\/span>\u00a0benefit from it and maybe work with us too<\/strong>\u2019<\/span>, \u2013\u00a0<\/span>make it clear to the attendee<\/span>\u00a0what it\u2019s about and what they\u2019ll get out of it.\u00a0 Sure, we can tie it up in a bow<\/span>\u00a0<\/span>and give it a fancy title\u00a0<\/span>too \u2013 it\u2019s marketing\u00a0<\/span>after all<\/span>\u00a0\u2013 b<\/span>u<\/span>t let\u2019s stop\u00a0<\/span>trying\u00a0<\/span>replicate the\u00a0<\/span>face-to-face experience,\u00a0<\/span>and instead create virtual experiences that\u00a0<\/span>deliver<\/span>\u00a0real<\/span>\u00a0value to the screen-weary attendee.<\/span><\/p>\n

\n

Originally posted here<\/a><\/p>\n

More thought leadership <\/i><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In a virtual world, how much should we try to replicate face-to-face marketing events?\u00a0 The global pandemic has spawned a\u00a0plethora of\u00a0enhancements to the\u00a0tools and platforms that help us work remotely. Teams and Zoom have upped their games, although there is still a gap between the […]<\/p>\n","protected":false},"author":51,"featured_media":32259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"class_list":["post-32257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","topic-emerging-tech","topic-innovation","topic-transformation"],"acf":[],"yoast_head":"\nTheir eyes met across a crowded Zoom | Digital Leaders<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digileaders.com\/their-eyes-met-across-a-crowded-zoom\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Their eyes met across a crowded Zoom\" \/>\n<meta property=\"og:description\" content=\"In a virtual world, 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