Mike Piddock is the Founder and CEO of Glisser. Mike – a former CMO – created the company when he realised that live events and conferences were a really powerful marketing channel, but one that was data-poor. His view was that by creating interesting and valuable ways for audiences to interact at these meetings, it would both improve their experience, and provide a measurable set of analytics by which to measure the success of the event.
Jump forward to 2020, and this concept applies in exactly the same way to virtual and hybrid meetings and events: engaged audiences have a better experience, stay longer, and create more successful (trackable) results. Effective hybrid options that offer an equally high-level online and in-person attendee experience also help planners to achieve sustainability targets.