Networking Is the Biggest Challenge Virtual Event Marketers Face in 2021

Bizzabo study finds creating microexperiences could help organizers

Illustration of a virtual meeting
Bizzabo analyzed 1,850 events and polled 400 event marketers for its 2021 Virtual Event Benchmarks report. Getty Images

As in-person gatherings remain unsafe to attend during the pandemic, virtual and “phygital” hybrid events are here to stay in 2021. Event marketers now have 10 months of experience creating virtual gatherings, but they’ll need to focus on improving virtual event networking, engagement tactics and sponsor integration this year, according to a new study from Bizzabo. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.