One-size-fits-all advertising is a thing of the past. Brands today demand more: they want connection, immersion, and a spark of wonder. Experiential marketing isn’t just about selling a product. It’s about weaving emotions into the fabric of an event, a moment, or even a simple object. It’s the art of making people feel.

Experiential marketing merges storytelling with sensory engagement. It’s a pop-up restaurant in a hidden garden, a scent that lingers in a boutique long after you’ve left, or merchandising so exquisitely curated it feels like an extension of the brand’s soul. Looking for the perfect location to bring your vision to life? Explore venue hire in London to discover spaces as unique as your ideas.

In this article, we’ll show you how brands use events, scents, and merchandising to evoke emotions and build lasting connections. Welcome to the realm of limitless creativity and attention to detail.

The Emotional Core of Experiential Marketing

At its heart, experiential marketing leverages the science of emotions. Studies show that people remember experiences far more vividly than facts or figures. By engaging directly with consumers and appealing to their senses, brands can establish a deeper connection.

The Power of Emotionally Charged Campaigns
Emotion drives decision-making. A joyful moment, a nostalgic scent, or an awe-inspiring event can become the key to brand loyalty. For example, Coca-Cola’s “Happiness Machines” turned vending machines into portals for sharing joy, fostering an emotional bond with customers far beyond the product itself.

Emotional marketing succeeds when it elicits feelings that align with the brand’s core values, turning every interaction into an opportunity to create a personal connection.

Creating Connection Through Events

Experiential events are the cornerstone of emotional marketing. By immersing attendees in a curated environment, brands can create memories that forge lasting associations.

What Makes an Event Truly Experiential?

• Immersive Themes: Transport attendees into a different world through transformative event design.
• Interactive Activities: Allow guests to engage hands-on with products or services, fostering a sense of ownership.
• Shareable Moments: Encourage social media amplification by creating Instagram-worthy backdrops and engaging activities.

Case Study: Nike
Nike’s experiential running events combine cutting-edge technology and community building. Participants track their runs, engage in friendly competition, and connect through shared goals—all while experiencing Nike as a lifestyle brand, not just a retailer.

The Underestimated Power of Scent

Scent is an extremely powerful tool in experiential marketing. Unlike visuals or sounds, scents are processed by the brain’s limbic system, which is responsible for memory and emotion. This makes scent marketing an extremely effective way to establish lasting brand connections.

How to Use Scents Effectively

1. Event Atmosphere: Tailor fragrances to match the tone of the event. A spa-themed product launch might feature calming lavender, while a fashion show could use sophisticated floral blends.
2. Retail Environments: Brands like Abercrombie & Fitch have used signature scents to create an instantly recognisable and immersive shopping experience.
3. Product Personalisation: Incorporate scent into packaging or products, such as luxury candles or fragrance-infused giveaways, to leave a lingering impression.

Example: Ritz-Carlton Hotels
The Ritz-Carlton’s bespoke scents, present in lobbies and guest amenities, evoke a sense of calm and luxury, ensuring that the brand experience begins the moment guests step through the door.

Merchandising: More Than Just a Display

Merchandising is a powerful storytelling tool in experiential marketing. It’s not just about showcasing products but about creating tactile, emotional connections with consumers.

Merchandising Strategies for Emotional Impact

• Immersive Displays: Visually striking setups that invite exploration, such as interactive kiosks or themed pop-ups.
• Customisation Opportunities: Allow customers to personalise their purchases, adding sentimental value.
• Limited-Edition Items: Exclusive products tied to specific campaigns create urgency and desirability.

Case Study: Louis Vuitton
Louis Vuitton’s travelling exhibitions pair their iconic luxury products with immersive storytelling, offering attendees not just items to purchase but a journey through the brand’s rich heritage.

Multisensory Campaigns: The Ultimate Experience

The best experiential marketing is a cohesive narrative that immerses participants and leaves a lasting impression. It combines multiple sensory elements—sight, sound, touch, taste, and smell—into one powerful experience.

Steps to Building Multisensory Experiences

1. Establish a Narrative: Start with a story that aligns with the brand’s message and goals.
2. Incorporate Multiple Senses: Engage touch, taste, and scent alongside the usual visual and auditory cues.
3. Measure Engagement: Gather attendee feedback and monitor social media buzz to assess campaign success.

Example: LUSH Cosmetics
LUSH Cosmetics is the epitome of multisensory marketing. Their stores are a masterpiece, from the bold, visually striking displays to the strong fragrances and hands-on product demonstrations. Every aspect of the store experience is a testament to their brand ethos.

Embracing Technology in Experiential Marketing

Technology has expanded the possibilities of experiential marketing, enabling brands to deliver hyper-personalised and immersive experiences.

Innovative Technological Tools

• Virtual Reality (VR): Take participants on an unforgettable journey through a product or service.
• Augmented Reality (AR): Overlay digital content onto real-world environments, as IKEA does with its AR furniture placement app.
• AI Personalisation: Use data to customise experiences for individual attendees, creating deeper engagement.

Overcoming Challenges in Experiential Marketing

While experiential marketing is powerful, it comes with challenges:

• Cost: Immersive campaigns often require significant investment. Planning strategically and focusing on ROI can offset these costs.
• Scalability: Scaling personalised experiences can be tricky, but technology, such as AR and AI, can help.
• Measuring Success: While qualitative feedback matters, combining it with quantitative data, like sales figures or social media reach, provides a fuller picture.

The Future of Experiential Marketing

As consumers continue to demand more meaningful connections with brands, experiential marketing will only grow in relevance. Expect to see:

• Sustainability-Focused Campaigns: Eco-conscious experiences that align with growing consumer values.
• Hybrid Campaigns: A seamless blend of in-person and virtual elements to reach broader audiences.
• Deeper Personalisation: Leveraging data insights to craft unique, tailored experiences for every participant.

Conclusion

Experiential marketing is not just a strategy; it is the future of how brands engage with their audiences. Brands can evoke powerful emotions that resonate far beyond the moment by leveraging events, scents, and merchandising.

In an era where connections matter more than ever, experiential marketing is the way to build relationships, foster loyalty, and leave an unforgettable mark. It’s not about selling a product – it’s about creating a story that consumers want to be part of.

Salesforce Knowledge: A Cornerstone of Your Digital Workspace

Salesforce Knowledge is a centralized knowledge base where users can create, manage, and share important information within the organization. It streamlines access to critical data, allowing employees to find answers to questions quickly and efficiently. This tool enhances collaboration by giving teams a reliable source of truth, which can lead to faster decision-making and problem-solving.

One of the primary advantages of Salesforce Knowledge is its ability to deliver content directly within the context of a task. For example, when a support agent is assisting a customer, the relevant knowledge articles can be pulled up automatically based on the issue at hand. This ensures employees have access to the latest information, improving response times and reducing the need for redundant communication.

In addition to facilitating access to information, Salesforce Knowledge allows businesses to segment and categorize their knowledge base. Articles can be tagged and classified based on departments, products, or customer segments. This segmentation not only makes it easier to locate specific information but also ensures that users are consuming content that is directly relevant to their roles.

Integration with Other Tools to Maximize Productivity

While Salesforce Knowledge is a powerful tool on its own, its full potential is unlocked when integrated with other tools in your digital workspace. For example, by integrating Salesforce Knowledge with collaboration tools like Slack or Microsoft Teams, employees can easily share knowledge articles with their colleagues in real time. This integration ensures that teams stay on the same page, regardless of location, fostering better communication and collaboration.

Document management tools like Google Workspace or Microsoft 365 can also complement Salesforce Knowledge by serving as repositories for additional resources. While Salesforce Knowledge houses the most important internal data, integrating with document management tools allows for access to external documents, templates, or spreadsheets that support day-to-day operations.

Additionally, task management platforms like Asana or Trello can benefit from the inclusion of Salesforce Knowledge in their workflows. When team members are assigned tasks, relevant knowledge articles can be attached directly to those tasks. This setup helps reduce the learning curve for new projects, boosts accountability, and ensures that everyone has access to the same data when completing assignments.

Empowering Teams and Boosting Productivity

The combination of Salesforce Knowledge and other digital workspace tools provides a structured environment where information is accessible and collaboration is seamless. When employees can easily find answers, share information, and work together efficiently, productivity naturally improves.

Incorporating tools like Salesforce Knowledge into your digital workspace not only enhances internal communication but also helps maintain a more informed workforce. This structured approach to managing information makes it easier for employees to focus on their core tasks, knowing they have the resources they need at their fingertips.

“We wanted to build a space where, for the first time ever, subscribers can chat directly with each other and the creator,” said Whitney Taylor, Head of Design for YouTube Community. “This introduces a whole new level of interaction and takes some pressure off creators to constantly generate new content to keep their communities buzzing.”

Listen to our conversation on the new YouTube Communities feature. It’s pretty cool!

A Space Built on Feedback

YouTube’s decision to launch Communities stems directly from feedback gathered from both creators and fans. For years, YouTube has been a place where creators’ work sparks conversation, but those conversations were mostly limited to the comments section of individual videos. Creators wanted more control over how those discussions unfolded, while fans sought deeper engagement beyond just reacting to a video.

“Creators told us they needed more ways to manage their communities and take a break without feeling like they were abandoning their followers,” Taylor explained. “Meanwhile, fans wanted a space where they could talk, not just about a single video, but about shared passions.” The challenge, therefore, was to create a space that allowed for continuous dialogue, fostered a sense of belonging, and gave creators the tools they needed to manage their growing fanbases.

The New YouTube Communities Experience

So, what sets YouTube Communities apart from traditional comment sections or the older YouTube Community tab?

“We’re using familiar features like posts and comments, but Communities is fundamentally different in a few key ways,” Taylor noted. One of the most significant distinctions is that fans can now initiate conversations, a first for YouTube. “This is fan-initiated, meaning that conversations aren’t always starting with the creator—they can begin with fans who are passionate about the same topics.”

To ensure creators maintain control, the feature is initially limited to subscribers, giving creators the ability to manage who can post and participate in the discussion. “Creators have full control over who can post, and we’re exploring even more tools to give them flexibility as we expand the feature,” Taylor added.

Communities will be linked directly from the creator’s channel, offering a seamless experience for fans. The goal is to create a space that feels intimate and personal, where conversations can evolve naturally over time, much like they do in popular platforms like Discord or Reddit.

“It’s designed to be more than just a fan forum,” Taylor said. “It’s an extension of the creator’s channel and brand, offering a space for deeper engagement without the need to constantly produce new content.”

Early Success Stories

Even though Communities is still in its pilot phase, YouTube is already seeing promising results. “We started with a small group of varied channels, and the early communities are already thriving,” Taylor shared. From fitness enthusiasts sharing their personal progress to gamers discussing fan art and game theories, the platform has witnessed a wide range of interactions.

One of the most impactful examples comes from a fitness community where women have begun sharing their fitness journeys. “Women who were once passive viewers are now posting photos of their progress and asking for advice,” Taylor said. “They’ve built a supportive space where they empower each other to achieve their goals.”

In another case, a cooking channel has transformed its community into a space where followers challenge each other to try new recipes, sharing both their triumphs and mishaps. “It’s a great example of how a creator can spark an idea, but the community takes it forward,” Taylor remarked. “The creator isn’t driving every conversation; the fans are making the space their own.”

Challenges and Future Expansion

While the Communities feature has already shown promise, YouTube acknowledges there are challenges ahead, particularly when it comes to moderation. “We know that opening up the space for fan-generated content introduces more complexity in terms of moderation,” Taylor admitted. “That’s why we’re taking a slow and careful approach, ensuring that creators have the tools they need to manage their communities effectively.”

In tandem with the Communities rollout, YouTube is introducing new moderation features in the YouTube Studio app. These tools include the Community Hub, which replaces the traditional comments section. With the help of AI, the Community Hub will surface the most relevant comments and even suggest replies, helping creators engage with their audience more efficiently.

“We want to make sure creators aren’t overwhelmed by the new level of engagement,” Taylor said. “That’s why we’re equipping them with smarter tools to manage interactions.”

As YouTube continues to test Communities with more creators throughout 2024, the platform plans to expand access more broadly in early 2025. “We’re excited about the potential here, but we’re also committed to learning from our creators and fans to make the experience even better,” Taylor noted.

A New Era of Engagement

With the introduction of Communities, YouTube is not just evolving as a video-sharing platform but as a social space where fans and creators can form deeper, more meaningful connections. “We see Communities as a transformative space, where creators don’t just upload content but build lasting relationships with their fans,” Taylor said.

Looking ahead, YouTube is optimistic about the future of its platform. “This is just the beginning,” Taylor concluded. “We’re listening closely to our users and making sure Communities becomes a place where creativity, connection, and conversation thrive.”

As YouTube continues to innovate, the Communities feature stands out as a defining shift in how creators and fans interact, ensuring that YouTube remains not only a platform for video content but also a vibrant hub for shared passions and discussions.

AI-Driven Personalization: Redefining Customer Engagement

Personalization has always been central to effective digital experience management. However, AI is elevating it to new levels. AI algorithms analyze extensive user data—behavioral patterns, preferences, and demographics—to deliver highly personalized content and recommendations in real-time.

“Personalization is no longer a luxury but a necessity,” says David A. Williams, Chief Marketing Officer at Adobe. “With tools like Adobe Target and Dynamic Yield, we’re able to go beyond basic segmentation and deliver experiences that feel individually tailored to each user. It’s about creating a one-to-one connection at scale.”

For example, e-commerce platforms use AI to recommend products based on browsing history, while streaming services suggest content aligned with viewing patterns. This not only enhances user satisfaction but also drives higher conversion rates and engagement.

According to Lisa Chen, VP of Product Strategy at Dynamic Yield, “AI-driven personalization helps brands move from a transactional relationship with customers to a more relational one. It’s about anticipating needs and exceeding expectations, which ultimately leads to stronger customer loyalty.”

Sentiment Analysis and Customer Feedback: Gaining Actionable Insights

Understanding customer sentiment and feedback is essential for refining digital experiences. AI-powered tools have changed how businesses analyze customer opinions from various sources, including social media, surveys, and reviews.

“Sentiment analysis is about more than just understanding what customers are saying—it’s about interpreting their emotions and sentiments to drive actionable insights,” explains Raj Patel, Director of Customer Insights at Qualtrics. “Tools like Qualtrics and Brandwatch provide a comprehensive view of customer sentiment, enabling businesses to monitor brand reputation and track satisfaction trends over time.”

These insights help businesses identify emerging trends, detect potential issues, and make data-driven decisions to enhance their digital offerings. By leveraging AI, companies can proactively address customer concerns and refine their strategies to better meet evolving expectations.

Real-Time Performance Optimization: Ensuring Seamless Experiences

In the digital world, performance is crucial. AI algorithms play a key role in monitoring and optimizing website and application performance, ensuring that users have a smooth and seamless experience.

“Real-time performance monitoring is essential for maintaining user satisfaction,” says Mark Thompson, CTO of New Relic. “AI-driven tools like New Relic and Dynatrace detect anomalies and pinpoint potential bottlenecks, allowing businesses to address issues before they impact users.”

For instance, AI can identify slow-loading pages or errors, enabling swift corrective actions. This proactive approach improves user experience and helps prevent potential revenue losses and reputational damage.

Generative AI: Accelerating Design Feedback and Iteration

Generative AI is transforming design processes by providing rapid feedback and iteration capabilities. Models like Midjourney are changing how designers approach UI/UX design, enabling quicker adjustments and refinements.

“Generative AI models are game-changers for design,” notes Sarah Johnson, Lead Designer at Midjourney. “They provide instant feedback and suggest improvements, accelerating the design process and allowing for more creative exploration.”

In user research, ChatGPT can simulate user interviews, generating realistic feedback based on predefined personas. This helps designers gain valuable insights without extensive real-world research. Additionally, AI chatbots can facilitate usability testing by guiding participants through tasks and collecting feedback efficiently.

Generative AI also assists in creating mood boards and color palettes, sparking creativity and helping designers explore new possibilities. Furthermore, AI ensures accessibility by analyzing designs and suggesting improvements for users with disabilities, making digital experiences more inclusive.

The Future of AI in Digital Experience Management

AI is not just a tool but a catalyst for innovation in digital experience management. By leveraging AI technologies, businesses can deliver exceptional digital experiences that drive engagement, satisfaction, and growth.

“AI is pushing the boundaries of what’s possible in digital experience management,” concludes James Turner, Chief Technology Officer at Dynatrace. “It’s about using data-driven insights to stay ahead of the curve and continually enhance how we engage with customers.”

As AI continues to develop, its impact on digital experience management will only increase. For enterprise-level executives, embracing these advancements and integrating AI into their strategies will be key to maintaining a competitive edge in a digital world.

By understanding and harnessing the power of AI, businesses can transform their digital experiences, driving both innovation and success in an ever-changing digital environment.

In an exclusive interview with David Wadhwani, Adobe’s President of Digital Media, we gained more profound insights into the company’s strategies and groundbreaking announcements. Wadhwani, brimming with enthusiasm, shed light on Adobe’s transformative journey and its unwavering commitment to innovation.

“The growth we’re witnessing is driven by the democratization of creativity and communication through generative AI,” Wadhwani explained. “From individual creatives to global enterprises, AI is making these domains more accessible and impactful. With our broad spectrum of offerings, we’re poised to emerge as a frontrunner in this burgeoning market.”

Among the conference’s highlights was the unveiling of Firefly Services, a groundbreaking product designed to revolutionize enterprise content creation and distribution. Wadhwani explained, “Enterprises grapple with the challenge of content velocity, and Firefly addresses this by streamlining the entire content supply chain—from planning and creation to activation, distribution, and measurement. It’s a one-stop solution that empowers organizations to fuel their digital engagement and drive business growth.”

However, amidst the excitement surrounding AI’s potential, questions lingered about its monetization timeline. Wadhwani assured investors of Adobe’s meticulous approach, emphasizing the company’s focus on widespread adoption before ramping up monetization efforts. “Since making our AI technology widely available, we’ve witnessed remarkable adoption, generating over 6.5 billion assets,” he revealed. “While we anticipate reaping the benefits in the latter half of this year and beyond, our priority remains nurturing a robust ecosystem of AI-driven creativity.”

An essential facet of Adobe’s AI strategy is its unwavering commitment to legal and ethical standards. Addressing concerns about copyright issues, Wadhwani underscored Adobe’s stringent practices, including training AI models exclusively on licensed content and embedding assets with content authenticity labels. “Transparency and accountability are paramount,” he emphasized. “By ensuring ethical AI practices, we safeguard intellectual property and uphold trust and integrity in content creation.”

As discussions turned to competition, Wadhwani welcomed the emergence of rivals like OpenAI’s Sora, recognizing their potential to complement Adobe’s offerings. “Sora’s focus on content capture aligns with our ethos of enhancing content production,” he acknowledged. “By integrating Sora and similar technologies into our ecosystem, we expand our toolkit and cater to diverse creative needs, reinforcing Adobe’s position as a leader in content creation.”

In closing, Wadhwani reiterated Adobe’s steadfast commitment to pioneering the future of creativity through AI. “Our journey is marked by innovation, responsibility, and collaboration,” he concluded. “As we embark on this transformative era, we invite creators, enterprises, and partners to join us in shaping a world where AI amplifies human ingenuity and fuels boundless creativity.”

With its visionary leadership and groundbreaking innovations, Adobe stands at the forefront of an AI revolution, poised to redefine the boundaries of creativity and propel industries into a new era of digital expression. As the conference draws to a close, one thing is abundantly clear: the future of creativity is AI-driven, and Adobe is leading the way.

Fubo is one of the leading streaming TV platforms, with an emphasis on sports programming. Sormaz worked at Spotify for ten years as Director and then VP of Design. He has also had stints at News Corporation, Boxee, and, most recently Sorare.

Sormaz will help Fubo continue to develop its user experience, including leveraging the company’s proprietary AI to make the platform more interactive.

“Dan is not only the best design leader in media that I know, he is also a great product strategist,” said Berkely. “I partnered closely with Dan at Spotify for several years and am so thrilled for him to lead our design team at Fubo. With the proliferation of so many streaming apps, the TV industry has become very fragmented and is not aligned with consumer needs. We believe Fubo’s aggregated content model solves this issue and, with Dan guiding us on delivering an intuitive and useful user experience, we are confident that we can evolve how consumers watch television.”

“Fubo really hits the sweet spot for me – I am so passionate about streaming, having spent more than a decade in that world across music, podcasts and video/TV, and I am a huge sports fan,” said Sormaz. “User experiences for streaming services reflect the ever-changing world around them. With an evolving content landscape, shifting consumer behaviors and emerging new technology, I believe we’re entering an exciting new era for TV streaming UX. I am looking forward to reuniting with Mike and working with the fantastic Fubo team to build what’s next for TV.”

Google is engaging in a massive redesign of Chrome, coinciding with its 15th birthday. Unfortunately, the company is ramping up Chrome’s privacy-invasive tactics with its “Privacy Sandbox” feature.

According to Ars Technica, Google Chrome will track the pages users visit and share with websites a list of advertising topics likely to appeal to the user.

If that seems like a huge conflict of interest for Google — the maker of Chrome and one of the world’s biggest advertisers — it absolutely is. It’s much like relying on kidnappers to provide private security…against kidnapping.

As Ars points out, the Electronic Frontier Foundation has been equally vocal in its condemnation of Google’s antics.

Google’s pitch to privacy advocates is that a world with FLoC (and other elements of the “privacy sandbox”) will be better than the world we have today, where data brokers and ad-tech giants track and profile with impunity. But that framing is based on a false premise that we have to choose between “old tracking” and “new tracking.” It’s not either-or. Instead of re-inventing the tracking wheel, we should imagine a better world without the myriad problems of targeted ads.

Google Chrome may be the most popular browser in the world, but it’s time for that to change. Firefox, Brave, Safari, and Vivaldi all provide far better privacy and are not run by companies that have a fundamental conflict of interest with privacy concerns.

According to Mashable, the Twitterverse is ablaze with reports of inboxes filled to the brim with spam messages. The emails ranged from random — but not necessarily harmful — emails to blatant phishing attempts.

There does not appear to be an explanation for the issue, nor is there a time frame for when it will be fixed. Mashable reached out to Microsoft for comment, but has not received a response.

We will update this story as more information becomes available.

The FCC passed rules requiring phone carriers to implement the STIR/SHAKEN protocol in an effort to fight robocalls. The protocol allows carriers to verify the authenticity of a caller, pass that verification on to the next carrier for confirmation, and so on. Carriers were given a deadline to implement the protocol or be blacklisted, with the first such carrier blocked in November.

The FCC has now sent cease & desist orders to two additional companies the agency says has been supporting “illegal robocall traffic.” This brings the number of cease & desists to twenty, with the majority complying and cutting off robocall assistance.

The latest cease & desists, sent to SIPphony LLC and Vultik, Inc, included a warning that their traffic could be permanently blocked by downstream providers if they failed to comply.

“You should investigate the identified traffic and take the steps …, including blocking the traffic if necessary, and take steps to prevent your network from continuing to be a source of apparently illegal robocalls,” wrote FCC Enforcement Bureau Chief Loyaan A. Egal. “Failure to comply with the steps outlined in this letter may result in downstream voice service providers blocking all of [SIPphony LLC and Vultik, Inc] traffic, permanently.”

“Scam robocalls are more than just a nuisance, they waste our time and resources and destroy trust in our communications networks,” said FCC Chairwoman Jessica Rosenworcel. “We will continue to use every tool we have to go after this fraud and stop the bad actors responsible for these calls in their tracks.”

Post-Pandemic Event Trends

Now in 2022, most COVID mitigation practices have eased. Despite the ability for physical events to continue, digital events remain popular. 40% of events planned in 2022 are intended as virtual. Another 35% are planned as hybrid events. Many professionals plan to attend virtual events at least as often as they had attended physical events pre-COVID-19. Digital engagement platforms are here to stay.

The benefits of hosting and attending online are numerous. Hotel rooms and airfare are both expensive. Businesses cut travel expenses by 30% when they switch to virtual webinars. Attending virtually also eliminates travel time for both hosts and participants. As a result, employees have more time and resources to dedicate to other tasks in their lives. Over 2 years after the pandemic began, 42% of business travelers have vowed never to return to the road. Hotel rooms have seen the impact of this pledge in their numbers. Business travel’s share of hotel room revenue is 9% lower in 2022 than it was in 2019.

The Rise of Digital Platforms

Instead of filling conference halls, audiences have moved to digital platforms. Zoom hosted over 45 billion minutes of webinars in 2020. At the same time, Microsoft Teams grew nearly 900%. Video conferencing existed before the pandemic, but COVID made it more commonplace than anyone had previously anticipated.

The massive switch to video conferencing benefitted many people, but it also came with a few challenges. Technology issues can ruin meetings in a matter of seconds. Audio glitches, poor communication, and problems with virtual meetings generate intense feelings of frustration.

Even in the video calls that run smoothly, “Zoom fatigue” can take over. Constantly looking at all the participants in a meeting can create a hyper-aroused state. Always being able to see oneself in real time is also disconcerting. Most humans don’t go places with a mirror in front of them at every moment, after all.

Despite these issues, there are ways virtual event organizers can make their experience beneficial to all. Planning appropriate breaks can limit Zoom fatigue. Another option is to organize a hybrid event instead of a purely virtual one. In hybrid events, virtual and physical components come together to connect separate audiences with the same content. The goal of hybrid events is to create the best experience for every audience.

Closing Thoughts

There are numerous ways to format a hybrid event. The main event could be physical, one marketed as a VIP experience for a limited number of attendees. The virtual component could be watched by everyone for a limited time after an event has ended. Some companies may also look for ways to gamify the event. Creating a list of milestones can ensure participants see everything the event has to offer. See more about digital events through digital engagement platforms below.