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The following is the 2020 virtual activity experience report From PathFactory recommended by recordtrend.com. And this article belongs to the classification: B2B, Electronic Commerce, research report.
Pathfactory has released a new report “virtual activity experience”. Virtual activities are emerging, but there are challenges for enterprises to move to virtual activities.
After the popularity of covid-19, it is not surprising that virtual activities have become a new protagonist in B2B enterprise strategy. The exhibition industry is experiencing turbulence, people are being told to stay at home, and face-to-face activities have stopped. Of the 200 B2B professionals surveyed in May this year, 9 / 10 (89.1%) reported an increase in the number of virtual activities hosted or participated in by their enterprises in the past 90 days.
To a certain extent, webinars are the most popular form of virtual activities for B2B enterprises (94.6%), followed by small-scale, single supplier virtual activities (68%), and virtual chat (62.2%). Half (49%) of the respondents believed that large, multi supplier virtual trade fairs were also very popular.
When enterprises participate in virtual activities, they also face challenges. These challenges will affect not only ordinary companies, but also large enterprises. The biggest challenge is to promote the event in a short time. Other challenges include poor performance in e-mail or online advertising, and failure to target or attract the right audience for the event.
One of the challenges for enterprises with attendance rate of more than 75% is the lack of consistent messaging (36.4%), while 1 / 10 of the overall respondents mentioned this challenge (10.2%).
Not surprisingly, not all companies achieved the attendance they wanted during the event. Most of the respondents (44.2%) said that the average attendance rate of their virtual activities was 26-50%; 4 / 10 of the respondents (38.8%) said that the attendance rate could reach 51-75%; only 7.5% of the respondents said that the attendance rate exceeded 75%.
The biggest challenge is the lack of audience participation (42.9%), followed by the lack of interactive tools (34%) and audience loss (34%).
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