The Iron Horse Insight: Consumers are expecting more, and this adage directly translates to the events industry. If you deliver a virtual experience that falls flat, it tells me that your company didn’t put in the time and effort to give me what I want, which reflects poorly on your overall brand. Conversely, if you host an in-person event in an area of the country currently experiencing a spike in COVID cases, you run the risk of looking extremely tone deaf. Consumers don’t just want companies to think about them as individuals instead of buyers/attendees, they are demanding it. This means that data will continue to be an important part of both marketing and events, ensuring that all experiences and touch points can be personalized to a tee.
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