Mustreads

Business as Unusual: Shifting Live Events to Digital and Hybrid Experiences

It’s no secret that as soon as the COVID-19 pandemic began, everything changed. Unlike crises of the past, there’s no clear sense of when we all get back to normal. And, indeed, what that “normal” even looks like.
But while marketers are rapidly adapting and evolving their approach to address the impact of the pandemic, what is clear is that the fundamentals and intentions of breakthrough experience design remain the same: It needs to engage. It needs to be powerful. It needs to inspire action.
Like the world-class brands that create them, the best experiences—live, digital, or hybrid—are designed and executed with a clear purpose. Maintaining laser focus on that purpose is key to a successful experience and influencing customer behavior.
www.marketingprofs.com/articles/2020/43258/business-as-unusual-shifting-live-events-to-digital-and-hybrid-experiences