target audience: TECH BUYER Publication date: Nov 2023 - Document type: IDC MarketScape - Doc Document number: # US50010323
IDC MarketScape: Worldwide Virtual Events Applications 2023–2024 Vendor Assessment
This IDC study evaluates worldwide virtual events applications platforms. Virtual events applications platforms were on the rise before the COVID-19 pandemic years. Since then, they have become an expected option for remote attendees and a way to augment in-person event experiences. Businesses are moving from "broadcasting" events to engaging attendees before, during, and after the events. They are effectively moving from "work TV" to nurturing trusted engagements. As browser tracking cookies phase out, first-party data from virtual events and community platforms is gaining newfound importance. This study, based on interviews with vendors and customers, evaluates their products, their strengths and challenges, and when to consider their products.
"Companies are looking to create fans, not just customers," according to Wayne Kurtzman, research vice president of Social, Communities, and Collaboration at IDC. "There is an expectation that all events will be available as a virtual event and deliver a first-class experience. The virtual platform should augment in-person experiences. Leading companies are extending their experience with always-on communities. Pair this with the phasing out of web browser tracking cookies, and virtual events create a rich source of first-party data for the enterprise. Even more important, they create an opportunity to build fans with trust between individuals, the community of customers, and the company."