An Opportunity in Digital: A Guide to Virtual Brand Experiences
05.16.24
By Team IVC
An Opportunity in Digital:
A Guide to Virtual Brand Experiences
In today's dynamic experiential landscape, the realm of virtual brand experiences presents an unparalleled opportunity for brands to engage their audiences like never before. As event marketing teams adapt to evolving audience behaviors and preferences, they are met with a resurgence in immersive corporate experiences across live, hybrid, and fully virtual formats. Despite challenges such as reduced budgets and Zoom fatigue, the global virtual experience market is thriving, projected to reach $262.52 billion by 2030.
Amidst this resurgence, brands are challenged with effectively showcasing their identities and values. However, advancements in attendee data, technology, customization, and engagement tools are bridging this gap, offering exciting opportunities for impactful brand experiences. From meeting audiences where they are to staying true to brand identities and designing for digital success, there are several key considerations to craft more effective, engaging, and forward-thinking virtual experiences.
Meeting audiences where they are is essential, especially given that digital events ‘compete’ with the environments (and distractions) users are grappling with when they log-in. Customers are savvy explorers of information, engaging in brands' digital ecosystems through various touchpoints such as websites, webinars, blogs, and social media. Brands can leverage multi-channel marketing strategies and tools to connect with potential attendees before, during and after a digital event using a variety of content formats and communication tools.
Staying true to the brand's voice and values is paramount. Brands possess a wealth of attendee data to inform personalized content and engagement tactics that resonate with their audiences. Whether it's through engaging formats like fireside chats or interactive product demonstrations, brands have the tools to express their identity in compelling ways. Discovering a brand’s tone in a digital format is recognizing how to communicate your message clearly while staying true to the brand’s identity and values. This means paying closer attention to event branding aspects such as voice, tone, imagery, and user experience and making sure they are consistent with your company’s central digital strategy. If your main website upholds simplicity and easy navigation, your event hub and all communications should follow suit.
Designing for digital success requires meticulous attention to detail. Virtual experiences demand a refined visual aesthetic and strategic use of (limited) screen space to enhance messaging and combat "Zoom fatigue." Clarity is key here since there are a finite number of customizable spaces. Event registration landing pages, slide decks, video/media, and virtual platform menu hubs are the primary elements to customize, and work in tandem with UX/UI. Modeling these elements according to your existing style guides can help avoid unnecessary complexity and give your audience a sense of brand identity and consistency. By modeling elements according to existing style guides and optimizing every branded touchpoint, brands can ensure a seamless and immersive user experience. Check out how InVision designed a virtual event platform hub as well as keynote content for RMS’ conference “Exceedance” – all designed to serve as an extension of RMS’s digital brand identity.
Ultimately, in today's rapidly evolving digital landscape, the opportunities for virtual brand experiences are vast and continually expanding. By embracing these strategies and leveraging digital ecosystems, brands can create lasting impressions, foster meaningful connections, and drive impactful results across the entire attendee journey.
To up-level your approach to digital strategy and design please contact your InVision account director or info@iv.com.