The future is phygital. How the events industry is changing

How phygital events can boost your marketing strategy

It’s important to provide your event attendees with a truly engaging, memorable and worthwhile experience. This means that the technologies you use must serve your goals and help your guests amplify their potential for interaction, integrating the advantages of the physical and digital world into a single format with virtually unlimited possibilities. As in the case of traditional events, it will therefore be important to ensure smooth, real-time interactions, while the digital elements will allow for all those “shortcuts” that we are used to enjoying on screen, such as linking and storing relevant information and data in easy-to-access, user-friendly formats.

Technology is a means, not the end of phygital events

A very common mistake made by event organisers is to get carried away with their enthusiasm for the technological solutions available and end up being more interested in the technology itself than in the needs it is supposed to satisfy. It is important to remember that technology exists to enable event organisers to achieve their goals, not to be the centre of attention or to create more problems than it solves. An event without interesting content will not work even if supported by the best technology. In any event, be it in-person, virtual or hybrid, the most important thing is to create an emotional connection with the attendees and to engage them effectively.

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The key word is “flexibility”

The pandemic has taught us to question what we once took for granted, such as having to be physically present in the workplace. An increasing number of professionals are in favour of integrating office work, hybrid solution and working from home in a way that suits the employee’s needs, and maintain that, if productivity is unchanged or even increased when working from home, companies have no right to demand that employees return to the office. At the same time, there are those who prefer sharing a space with their colleagues and favour direct human interaction. Many companies have chosen to leave work arrangements to the decision of the employees and the results, so far, have been excellent. The scenario is no different when it comes to events: many regular attendees can’t wait to get back to meeting in person, others have found that they prefer virtual attendance by far, while others reserve the right to decide on a case-by-case basis or are happy to attend remotely those events that they cannot reach physically due to distance or other logistical and organisational issues. The greatest success for any event can be achieved by allowing each category to choose how to attend the event.

Are phygital events cheaper than in-person events?

Not necessarily: it all depends on the type of experience you want to offer. Admittedly, part digital events can reduce the cost of catering, waste disposal and some of the logistics, but on the other hand, if you want to provide high-tech solutions, the costs are likely to rival those of an in-person event. Financial feasibility may therefore be one factor you might want to consider when choosing the format of your next event, but it should not be the only one.

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