The Novelty of Online Events
The concept of online events was born out of a desire to transcend the physical limitations that often accompany traditional gatherings. For many organisations, geographical constraints, high travel expenses, and scheduling conflicts made it difficult to bring together dispersed audiences. Early innovators recognised that the internet could provide a solution, allowing participants to engage from anywhere in the world without the need for physical travel. The promise was compelling: a borderless, accessible format that could democratise attendance and broaden participation.
However, turning this vision into a viable reality presented several challenges. The technology of the early 2000s and even into the 2010s was not always up to the task. Internet connections were often unstable, video and audio quality were unreliable, and platforms lacked the features necessary for meaningful interaction. Early online events were often reduced to one-way webinars, offering limited engagement and interaction, which left many participants feeling disconnected.
There was also considerable scepticism within organisations and industries about whether virtual events could ever replicate the networking opportunities, personal connections, and immersive experiences of in-person gatherings. Securing buy-in from decision-makers was difficult, particularly when the perceived risk of poor audience experience could potentially damage brand reputation. The slow adoption reflected both technological limitations and human resistance to change.
When Online Events Became a Necessity
The outbreak of the Covid-19 pandemic in 2020 forced an immediate and dramatic shift. With social distancing measures in place, lockdowns enforced worldwide, and international travel halted, physical events became impossible almost overnight. Organisations that had once hesitated to embrace online formats now had little choice. Suddenly, online events were not simply an option; they were the only option. This global necessity accelerated both the adoption of virtual event technology and the development of more sophisticated platforms.
Technology providers responded with remarkable speed. Video conferencing tools such as Zoom and Microsoft Teams became ubiquitous, while purpose-built event platforms like Hopin, ON24, and BigMarker rapidly gained traction. These platforms introduced features that dramatically improved the online event experience. Innovations like breakout rooms that facilitated smaller, more intimate discussions and live polling and Q&A sessions that encouraged real-time interaction became more streamlined. Virtual exhibition halls that mimicked the experience of browsing vendor booths and AI-driven matchmaking tools enabled networking opportunities that somewhat mirrored face-to-face encounters.
Simultaneously, both hosts and attendees became more adept at navigating virtual environments, learning how to present, engage, and participate in a way that maximised the value of online formats. The results were significant. Businesses discovered that online events often came with lower overhead costs, eliminating venue, catering, and travel expenses. Attendance rates frequently exceeded expectations, as the barriers to participation were considerably reduced. Brands were able to extend their global reach, engaging audiences who might never have been able to attend an in-person event.
Reports during the pandemic indicated that some organisations saw registration numbers increase by up to 300 percent compared to their physical events. The accessibility and scalability of online events allowed companies to maintain continuity, foster community, and even generate new business during a time of profound global disruption. Let’s look at a case study from one of them.
Adobe Pivots to Online Events
Adobe is the global leader in digital media and digital marketing solutions. They offer creative, marketing and document solutions to empower everyone. Their creative suite brings digital creations to life and delivers immersive, compelling experiences.
Adobe is changing the world through digital experiences. For more than a decade Adobe held their event The Adobe Summit – a digital experience conference – in Las Vegas. In 2020, just like so many other businesses, they realised that they could not go forward with the event in person and had to cancel it one month before it was set to commence. The decision led Adobe to pivot into the world of online events which opened a flagship event up to a global audience and meant changing the marketing strategy to match that new direction.
Efforts to create awareness of the pivot of the event from live to online were pushed both organically and using paid solutions. Adobe had to give their now much larger audience an idea of what they were in for and entice them to join this first-of-its-kind event. The brilliant idea of a LinkedIn Live Stream was born. Adobe’s Vice President of Experience Marketing, at the time, Alex Amado recalls the shift that was made exactly one month before the Summit was to be held:
“We had a backup plan which is where our key sets and venues became the home offices and living rooms of our executives. We found ourselves shipping cameras and lights out to all of our speakers everything was done at a distance and it was a really different kind of event.”
Online Events Need Different Marketing Tactics
The shift to digital during the Covid-19 pandemic forced marketers to adapt quickly and creatively. Although we don’t know exactly what happened behind closed doors at Adobe, we can definitely see the fruits of their labours. Before we see how they achieved success with the groundbreaking online event, here are some ways marketers can expand their digital marketing efforts when organising online events (that Adobe may or may not have implemented).
- Build a Strong Pre-Event Content Strategy
Unlike live events, where physical presence often generates its own buzz, online events need sustained digital momentum leading up to the date. Marketers can create blog posts, teaser videos, speaker interviews, and behind-the-scenes content that build anticipation. Offering valuable pre-event content helps educate and engage the audience early, making them more likely to register and attend.
- Use Targeted Social Media Advertising
Digital platforms allow for highly targeted advertising. Marketers can use data on demographics, interests, job titles, and online behaviour to serve event ads to the most relevant audiences. Paid social campaigns on LinkedIn, Facebook, Instagram, and Twitter (X) can be tailored to reach niche groups and generate qualified leads far more efficiently than broad, general advertising.
- Implement Personalised Email Campaigns
Email remains one of the most effective channels for driving registrations to online events. Marketers can segment their email lists and create personalised email sequences based on previous engagement, interests, or industry verticals. Personalised messaging can dramatically increase open rates and registration conversions, while reminder emails can help reduce no-show rates on the day of the event.
- Develop Interactive Registration Pages
A static landing page is no longer enough. Modern event registration pages should include interactive elements such as video previews, speaker bios, testimonials, and countdown timers. Including these features helps convey the value of attending and can improve conversion rates by giving visitors a more immersive first impression of the event.
- Leverage Influencers and Industry Advocates
During the pandemic, many organisations successfully partnered with influencers, thought leaders, and industry advocates to promote their online events. These individuals can create authentic content about the event, share their excitement with their networks, and add credibility that official marketing channels often lack. Peer recommendations can significantly boost visibility and registration numbers.
- Encourage User-Generated Content (UGC)
User-generated content creates a sense of community and amplifies reach. Marketers can launch hashtags, photo challenges, or social media contests encouraging participants to share their registration, speaker sessions, or key takeaways. This type of content not only promotes the event but also fosters peer-to-peer engagement before, during, and after the event.
- Optimise for On-Demand Access and Post-Event Promotion
Unlike in-person events, online events can continue delivering value after the live session ends. Marketers can promote on-demand access, create highlight reels, and repurpose sessions into blog posts, podcasts, or social media clips. This extended content lifecycle helps maximise ROI and keeps audiences engaged long after the event concludes.
- Integrate Advanced Analytics and Conversion Tracking
Digital platforms offer detailed analytics that marketers can use to monitor performance in real time. By setting up proper conversion tracking, heatmaps, and audience behaviour analysis, marketers can optimise their campaigns continuously. This data-driven approach allows for adjustments to targeting, messaging, and creative assets to maximise registrations and engagement.
Outome of Adobe’s Online Event
Adobe understood that they had to use paid and organic social as key strategies and also leveraged LinkedIn’s live stream platform in a big way. As a result the company’s first ever venture into online events saw pre-event registrations that were three times higher than their initial goal. When it came to the live-steam itself it had amassed 28,400 views and more than 2,000 reactions and comments within 24 hours. Going on to gain over 700,000 online views and over 40 million social impressions.
As Adobe plans future live-streams and virtual events, the company will use feedback gathered on LinkedIn during and after the event. Brittany Mosquera, Adobe’s Director of Event Marketing, summarises their biggest learnings as:
1) the need for live content in much shorter consumable videos online
2) allowing attendees to personalize their journey with content recommendations
3) having them engage in live interaction with other attendees
To follow Adobe’s example and implement what they have learned focus on creating online events that people want to be part of. We have learned that attention spans are shorter when people attend events virtually, so make sure live content is easy to watch, share, and return to. This makes the experience feel less overwhelming and keeps people engaged throughout the event.
Also understand that no two attendees are alike. People go to events for different reasons, and it is important that we help them find the sessions, speakers, and topics that matter most to them. By using smart content recommendations we allow each person to shape their own experience, making sure their time feels well spent and relevant.
Remember that online events are not just about consuming content. They are about connecting with other people who share similar interests and challenges. So, try to build in opportunities for real-time interaction, whether it is through live Q&As, small group discussions, or casual networking sessions. These moments of intimate and intentional engagement are what turn events into communities.
Simply put: keep the content clear and digestible, make the experience personal, and create space for real human connection.
Embracing Online Events
Adobe made a significant pivot with its flagship digital experience conference, Adobe Summit. Traditionally held in Las Vegas as a large-scale in-person event, the Summit serves as Adobe’s platform to unveil product innovations, share its corporate vision, and unite its global community. Faced with widespread lockdowns, Adobe swiftly moved the event online for the first time. By fully embracing virtual event technology, Adobe not only preserved its annual tradition but expanded its reach exponentially, welcoming a much larger global audience who could participate from anywhere without the barriers of travel or cost. The format of online events allows for on-demand sessions, real-time interaction, and an inclusive digital community, ultimately turning a logistical challenge into a powerful brand experience.
Similarly, Microsoft demonstrated adaptability with its annual Build conference, which traditionally attracts developers, partners, and IT professionals from around the world. As travel restrictions mounted, Microsoft transformed Build 2020 into a completely digital event within weeks. The company leveraged its own technology ecosystem, using Microsoft Teams and Azure to deliver seamless keynote addresses, developer workshops, and live Q&A sessions. By reimagining the format, Microsoft not only maintained its developer engagement but also widened access to many who would not have been able to attend in person. Microsoft’s venture into online events showcased the company’s technical capabilities and a model for how digital infrastructure can power large-scale virtual engagement.
Salesforce, too, faced similar challenges with its iconic Dreamforce conference, known for its scale, spectacle, and massive attendance in San Francisco. Embracing online events, Salesforce rebranded Dreamforce 2020 as “Dreamforce to You,” a fully virtual, personalised experience. The new format featured keynote addresses, product announcements, interactive sessions, and tailored content streams. The decentralised model allowed Salesforce to maintain personal connections with customers while also leveraging digital flexibility to provide a more intimate and customised experience for attendees.
These three companies, while distinct in their offerings, all demonstrated the same core ability: to pivot quickly and effectively when online events became not just a novelty but a necessity. By investing in technology, embracing flexibility, and prioritising audience engagement, each transformed a potential disruption into a moment of growth.
As we move forward, the lessons from Adobe, Microsoft, and Salesforce are clear. Online events have proven themselves to be more than emergency stopgaps; they are now valuable strategic assets. For marketers, brand managers, SME owners, and professionals in the advertising and communication industries, virtual events offer new avenues for connection, learning, and growth.
The Future for Online Events
Now that the global pandemic is behind us, and we are learning how to use the lessons taken, the world has entered a new phase in the evolution of online events. Though many organisations were thrilled to revive the in-person experiences that were lost, online events have not faded into obscurity. Instead, they have found their place as a valuable and versatile tool within a marketer’s broader strategy.
Today, online events occupy a middle ground between their initial novelty and the pandemic-driven necessity, serving as a flexible solution that can be deployed with intention and precision. For smart marketers, the critical task is no longer simply whether to host an online event but to carefully consider when, where, and how to do so.
Online events are ideal for global audiences who face travel restrictions or budgetary constraints, and because content delivery is their primary goal they are the perfect vessel for educational webinars, product demonstrations, and thought leadership panels. They also offer ongoing engagement opportunities through on-demand content that can continue generating value long after the live event has concluded.
As marketers with the primary focus of connecting to our audiences the data captured through virtual platforms offers valuable insights into audience behaviour, preferences, and engagement levels, enabling marketers to refine their messaging and personalise future outreach with far greater precision. At the same time, we must remain aware of the inherent limitations of online formats.
For highly experiential events, complex networking, or relationship-building activities, in-person gatherings still offer irreplaceable value. The balance lies in knowing the audience, understanding the event objectives, and selecting the right format to deliver the most effective experience. Those who master this balance can not only optimise resource allocation but also enhance audience satisfaction and strengthen brand loyalty.
When used wisely, online events allow brands to engage global audiences, deliver personalised experiences, and build lasting relationships in an increasingly digital world. The future of events is not either physical or virtual, but a smart, integrated balance of both.
Updated: 25 July 2025
USA
