The Misguided Relationship Between Planners and Virtual-Event Tech

Marketing-strategy expert Bob Mitchell addresses the incompatibilities facing meeting planners and digital platforms — and how virtual events will remain relevant.

Michael J. Shapiroby Michael J. Shapiro
August 16, 2022

Subscribe now using your favorite service:
Listen to bob mitchell virtual meetings on serviceListen to bob mitchell virtual meetings on serviceListen to bob mitchell virtual meetings on serviceListen to bob mitchell virtual meetings on serviceListen to bob mitchell virtual meetings on service

Bob Mitchell, an integrated marketing and event strategist with a background in the television industry, believes virtual-event tech platforms are scrambling for business now because the entire business model of the past two years was based on false assumptions. Most planners did not want to be digital marketers, he says, which created a bifurcated market for in-person and digital.

bob-mitchell-virtual-embedIn this discussion with Northstar Meetings Group executive editor Michael Shapiro, Mitchell explains what he sees as the central disconnect between the tech platforms and meeting planners, the misguided ways in which the technology was targeted over the past two years, and how recent data should make it clear where virtual events can and should still play a significant role.
 
In this wide-ranging discussion in which both Mitchell and Shapiro steadfastly avoid using the 'h' word, Mitchell addresses the need to blend in-person and digital content and reach a target audience despite the challenges. Among his key points:

  • Virtual event platforms should not have been designed to mimic a planner's in-person event workflow (1:40)
  • Digital marketers are the real customers of virtual-event technology (4:18)
  • The events industry's reliance on the hospitality industry creates conflicts of interest with tech (7:04)
  • We have a bifurcated marketplace, as in-person and virtual events have different value propositions (12:17)
  • Mitchell predicts which large tech companies will become event-tech game-changers (16:37)
  • Organizations have to think like media companies in the way they deliver content (21:48)
  • Different business models will emerge to facilitate in-person and digital audience blending (25:29)

Listen to the in-depth conversation in our latest episode of Eventful: The Podcast for Meeting Professionals, and remember to subscribe on iTunes, Spotify, Stitcher, Google Podcasts and anywhere else you listen to podcasts.
 
Also check out the webinar discussion that preceded this podcast, "Engaging Your Virtual and Hybrid Audiences." You can reach Bob Mitchell and continue the discussion via LinkedIn and Twitter.

Listen to the in-depth conversation in our latest episode of Eventful: The Podcast for Meeting Professionals, and remember to subscribe on iTunes, Spotify, Stitcher, Google Podcasts and anywhere else you listen to podcasts.