For virtual events aimed at customer acquisition and retention, recent research reveals the most common objectives, tactics, and challenges.

In late 2020, event marketing platform Splash conducted a survey of 270 event marketing professionals and 3,310 event attendees to learn about the adaptations that companies were making for 2021 and 2022 events, plus attendees’ preferences. The focus of the research: How the virtual medium will be used for marketing events once in-person meetings resume, and how well the virtual medium resonates with customers and prospects.