Emerging Event Trends for 2023

2023 Event Trends

Concerns over Covid have diminished with less than 1/3 of eligible Americans opting in for the latest vaccine booster. Although the number one barrier to in-person event attendance is about to be in the rear-view mirror, the way people view events has changed forever. What should event organizers and professionals expect in 2023. Here is what the latest research is telling us:

The shift to a remote workforce has lessened demand for in-person event attendance

According to Skift Brands, a publication and research organization for the event industry, their 2023 the State of Business Events report indicates that “91.2% of event attendees have embraced remote work in one form or another”. The research goes on to reveal that attendees who are now working from home are much less inclined to attend in person if they perceive they can receive value from an event in their home environment. “77.4% of respondents are finding it more difficult to compel attendees to come now than in 2019.”

Hybrid events will continue to offer the best of both the in-person & virtual world.

According to Markletic, an organization dedicated to helping marketing professionals find the right technology, a survey of 3,000 event professionals reveals that “86% of B2B organizations see a positive ROI for their hybrid events 7 months after the event date.”

Economic uncertainty will cause organizations to rethink their live event strategy.

In a December 2022 Forbes article written by Jennifer Best, a Forbes Industry Council member, “I expect to see an increase in (virtual events) as businesses and organizations adjust budgets for economic uncertainty. Organizations still need to keep employees, members and students engaged, and we’ve learned that we can still accomplish this goal less expensively with virtual events.”.

Virtual strategies will keep attendees connected between live events.

According to Mike Dietrich, Vice President of Product Marketing for Cvent, in the Skift Brands report, Mike states, “There’s no question that in-person events are high-impact experiences, but they tend to be few and far between. So we’re seeing many organizations use their virtual events and webinars as ways to keep the engagement going in between their in-person events.”

Virtual platforms will help marketing drive high-quality engagement among customers and prospects.

Marketing teams have long struggled with diminishing returns from email campaigns, social media outreach and traditional marketing activities. Enter the latest trend of creating online communities to help companies connect with customers, prospects, and other stakeholders such as employees or partners. Unlike social media groups, business-driven online communities are connected around a shared interest and are not driven by scrolling posts or advertisements.