Buyers’ Online Event Fatigue

By: Matt Sonnhalter, Vision Architect

In 2020, companies and businesses turned to online events as an alternative to in-person events due to COVID-19. With those who previously held face-to-face events, 4 in 5 or 78% of people converted to online. Although online events were successful, people are starting to feel burnt out from them.

According to Activate Marketing Services in partnership with MarketingCharts, 9 in 10 or 90% of Demand Gen marketers agree that buyers are becoming fatigued with online events.

We all had to pivot last year to replace in-person events (tradeshows, association and industry meetings) … and most of us tried to fill the gap by replacing them with some sort of online/virtual event. With buyers becoming fatigued, and that will only be growing, companies are starting to redirect their focus. Instead, high-quality lead programs have risen up the ranks when respondents were asked to choose their top 3 options. That being said, companies are starting to focus more on content and engagement with their audience.

This doesn’t mean virtual events are going away anytime soon. Although I don’t know about you, but most of the online events I attended were pretty much busts.

What does your company have planned for the remainder of the year? Any in-person events? I know I’m scheduled to attend at least half a dozen trade shows between now and the end of the year and I can’t wait to continue to see people “live” and in person!

Share this: