First things first. We need to have a basic understanding of our current situation as a society, and the en masse movement of certain aspects of our work and lives going digital.  

Chances are, you’ve already participated in some digital or virtual experiences. For example, you’ve worked remotely and know how to connect with your team on Zoom. You do your banking online instead of using a checkbook. You have social media accounts to connect with friends and family. When you need something — anything, from a pair of socks to a new robot vacuum, you simply open up your Amazon app where you can order at your fingertips. Maybe you’ve taken an online course to learn something new.  

Now, think about your own habits when you’re considering making a purchase. Do you respond to cold calls and emails from salespeople you don’t know? Or do you research the product, the company, and peer reviews online?  

68% of consumers are doing the latter. This means that the majority of consumers prefer to walk themselves through the sales cycle until they’re ready to engage with a live salesperson. The easiest way for consumers to do so is through digital marketing.  

And now, online or virtual events are a thing.  

But how did we get here?

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Mostly because brands have followed consumer trends that have been fueled by the continual digitalization of modern life:

(Source: Finical)

Helpful terminology and definitions

Let’s clear up some confusion surrounding this new language.  

met·a·verse

1. a virtual-reality space in which users can interact with a computer-generated environment and other users.

According to Hubspot, the metaverse is an amalgamation of the physical world, the augmented, and the virtual.  

vir·tu·al re·al·i·ty

1. the computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors.

aug·men·ted re·al·i·ty

1. a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.

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FOR OUR FULL BREAKDOWN ON ALL THINGS VIRTUAL AND TO LEARN MORE ABOUT NEW VIRTUAL TRENDS AND HOW TO INCORPORATE INTO YOUR TRADE SHOW MARKETING, BE SURE TO CHECK OUT OUR LATEST RESOURCE HERE.