"If your event gets canceled, you have to put on the digital marketer’s hat and start using the toolkit. Because you can't rely on the serendipity and the magic of an in-person experience anymore. You have to be able to go back to the digital tools that personalized [attendees’] experiences."

Eric Holmen, chief executive of Splash, an event marketing software company, commenting to Campaign US for its recent story, “What’s the Future of Events? Trends Shift as COVID Rages on.”