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mobiles and the thing that will eventually decide on what
consumers go for will be the content that is being provided,”
Soumini told ExM.
Talking more on a macro view of hybrid events, Soumini
believes that just the formula of hybrid events i.e. combining
a live event with a virtual component, may not work. The
success of hybrid events will be determined by what is being
provided in terms of content and innovation.
Speaking on the future trend of hybrid events in India,
Bhargava believes that all events have in one way or the
other already become hybrid events due to the usage of
social media. A person attending an event usually shares
details, videos and photos of the event live on social
networking websites through mobiles, in turn, marketing the
event and giving it online exposure. He believes that having
a digital component to all events will in the future become
the norm.
O’Connell told ExM that virtual events will never replace
physical events, particularly with an event like Cisco Live
where interactivity and networking is paramount to the
experience. However, Cisco does see virtual events playing
a role in building an audience for onsite events with the
ability to engage a much wider audience, introduce them to
the brand and content, and keep them engaged year-round
rather than just during the event itself.
Uphill Task
Like mentioned before, hybrid events are a relatively new
concept, and like any new concept there are bugs that need
to be worked out to perfect the format. Virtual participation
does not have the same experience that a live event has
in terms of face-to-face interactions, and technology has its
limitations and can be unreliable. The core challenges of
conducting a hybrid event include building a networking bond
between participants at the venue and virtual participants,
and engaging the virtual participants as effectively as the onground
participants.
From a technology and service perspective, the host has
to ensure that it can efficiently address issues of virtual
participants, provide adequate bandwidth and customer
support for virtual participation, ensure there is appropriate
infrastructure to support heavy online traffic and on-ground
equipment, and create backup technology support, among
other things.
Speaking about the challenges of creating hybrid events,
O’Connell told ExM that one important consideration is that
a virtual event – just like a physical event – takes resources
and budget to execute. There are varying degrees of
investment, from simple web casting to fully integrated
virtual experiences. Any organization considering a virtual
event program should carefully investigate the budget and
resources required, just as they would with a physical event.
Either way, the virtual event program should not be viewed
as a replacement for physical events, in most cases, and
should augment the existing portfolio.
4 September 2011, EXPERIENTIAL MARKETING 29
Vivek Bhargava,
Managing Director,
Communicate 2
“Digital has become very
complex over the years and
conventional advertising
agencies are struggling
to implement digital
components despite trying
to do so for many years.
The challenge is going to
be even greater for event
companies. Event agencies
need to get digital into
their thought process and
their DNA ”
Bhargava believes that the biggest challenge in implementing
hybrid events in India is going to be the lack of expertise
in executing the digital component. “Digital has become
very complex over the years and conventional advertising
agencies are struggling to implement digital components
despite trying to do so for many years. The challenge is going
to be even greater for event companies. Event agencies
need to get digital into their thought process and their DNA,”
Bhargava added.
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