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Bringing experiences alive in the virtual world – ET BrandEquity

The Covid-19 pandemic has proven to be the most effective chief transformation officer in the business world. Corporations, businesses and brands the world over are resetting and shaping a new hybrid existence for people – employees and consumers, that fuses together our real and virtual realms, and how we interact with each other in the in-between.

Lives confined to screens and being tethered to the Internet, however, have caused ‘virtual fatigue’ that is making the job of marketers harder with each passing day. As the novelty of #WFH and living a digital life wears off, it raises several questions for people who design and craft all kinds of brand experiences and events from conferences to concerts. How do you successfully pivot from real life to virtual and live? What does a winning hybrid strategy look like and how do you craft one? How do you create truly engaging and immersive experiences and events in the virtual world? How do you decode the 3 Ps of virtual experiences – Platforms, People, Profit? The need for real answers to these questions about the virtual experience market is most necessary right now. On November 24, at ‘Digital Day – Decoding Digital Experience’, a conclave organised by the industry body Event & Entertainment Management Association (EEMA), we will get answers to these key questions with leadership insights and solutions to help the experience makers of today and tomorrow.

What to expect? The Highlight Sessions

BEYOND 20/20: THE FUTURELook at the kaleidoscope and see how the world of events, activations and experiences have changed and how we see the future unfold. Lessons from this year’s “undoing” process that will inform how events and experiences are created in the future.

HYBRID EVENTS: BRIDGING THE GAP

Hybrid events may be the most talked about event strategy on most marketer’s minds—and the one strategy that may help bridge the gap next year as events get back on their feet. What works and what doesn’t work when planning virtual/hybrid events.

THE NEW CONSUMER: HOW TO REACH THEM & BUILD LOYALTY

How brands can pivot from in-person to digital-first experiences to keep consumer value and relevance.

ADAPT. ADOPT. OVERCOME: TRANSFORMING EXPERIENTIAL TEAMS INTO MULTI-CHANNEL MARKETING POWERHOUSES

Master new skill sets to sustain brands and event portfolios, see how these changes can inform the way experiential programs are deployed in the future.

The People: Business and brand leaders on the virtual stage

Rajan Anandan, Managing Director, Sequoia Capital and Surge

Arjoon Bose, Marketing Head – Culture and Brand Experience (Europe & Australasia), General Mills

Deepali Naair, Chief Marketing Officer, IBM India & South Asia

Evelyn Mora, Founder, Helsinki Fashion Week

Santosh Iyer, Vice President, Sales & Marketing, Mercedes-Benz India

Vir Das, Indian Comedian, Actor and Musician of Weirdass Comedy – The Vir Das Comedy Consultancy

Hitu Chawla, Chief Marketing Officer, Microsoft India




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