Do you call a video call and “event”? 2020 has something better to offer

By: Camilo Caicedo

Creating events in a virtual environment that delivers winning brand experiences, generates effective leads and delivers a memorable event experience, goes far beyond just sitting in front of the computer, activating the camera and making a video call. While there is indeed a two-way communication exchange, these video calls do not offer the level of interactivity or immersive experience needed to generate true connections with your target audience.

While teleconferencing apps have been the go-to option for many companies during a lockdown, people are already overloaded with video calls. In fact, the challenges of these platforms in terms of technology, security, data protection, device incompatibility and user welfare have led major companies and public institutions around the world to ban their use. Such is the case with the Zoom video conferencing platform, which has now become associated with terms such as “zoom fatigue” or work stress which has come with its widespread uptake.

We recently saw national and international media report that thousands of Zoom video recordings had been exposed on the web, which served to highlight the vulnerability of security systems and the protection of personal data on the platform.

Other companies that prohibited the use of Zoom include Apple, Google, Space X, NASA, The Government of Taiwan and New York City Department of Education.

Although videoconferencing does shorten the distance and facilitates certain business communication processes, they should not be thought of as the necessary being the most suitable option to connect many people simultaneously. Surely there is a better alternative if the aim is to achieve real connections with the target audience, cultivate virtual relationships, create interactive networking spaces, close business, or simply provide a friendly, interactive and realistic environment for different types of corporate events?

How can we generate a space for interaction where the message is on point, but also offers added value to the audience? The key is choosing the right tool.

There has been a notable increase in 2020 of the 3D virtual interactive event platforms that make the creation of simulated world possible, where the experience is more realistic and close, in turn making the experience simple, friendly, personalized and much more successful encounter. These kinds of online scenarios facilitate the creation of all kinds of immersive, interactive experiences without having to travel. This represents an increase in productivity, as time spent preparing for your event can instead be invested in what really matters; the business.

If we’re talking about increasing your company’s reach and exposure, you’re on the right track. With geographical limitations left behind we can transcend physical barriers, attract larger audiences, find more business opportunities and offer more accurate information for guests at your event.

No one would imagine being able to have their own avatar, being able to traverse virtual worlds and interact with other people just as they would in real life, but all whilst doing this 100% in the virtual world. This experience, far from generating fatigue, represents an exciting new way to conduct small meetings from 10 people right up to huge events of up to 15,000.

Keep in mind, too, that these kinds of tools allow you to hold “green events”, with lower consumption of physical resources and a reduced environmental effect, sustainability is promoted also; often a key part in corporate responsibility plans.

The current situation should be seen as the ideal time to innovate and explore the new possibilities that allow your brand to connect in the virtual environment –  this is where current and potential customers of your brand stay the longest.

Remember that in this digital age the best thing to do is to be bold!


Camilo Caicedo

CEO – Penta Marketing
Experiential Marketing and Omnichannel Strategy Specialist