In an outside view marketing often equals advertising. Corporations need to perform a lot more activities within marketing however, which are necessary to plan and support advertising or are spent on other activities. This is reflected in the marketing budget allocation shares of the total spend according to a new study from salesforce.com. Only 22% of the total marketing budgets is allocated to advertising. Considerable shares are invested into technology and people – which includes salary, training and other personnel costs. Event and sponsorship rank high on the budget list as well, demonstrating how companies still spend considerable amounts on shows, events and sponsorship activities (which in turn might support events as well).
Day four concludes virtual drupa 2021. With 56 conference and vendor sessions the number of events slipped only slightly. My stamina slipped as well with only 11 session covered.
22nd of April is Earth Day – and it is virtual drupa day three 2021. Still there were 57 vendor or conference presentations to choose from. Again, I listened in into about a dozen, with a few more briefly looked at.
As Earth Day is an annual event on April 22 to demonstrate support for environmental protection it is no surprise that one of the drupa main conference topics today was sustainability – or in the words of drupa “circular economy”. The other theme of the “connected consumer” was less visible – I guess since all attendees were connected this counts as well.
Virtual drupa just finished its day two. The stream of webinars and company presentations did not ease. 61 were listed for the 21st of April and obviously there is no way to cover them all. I managed about a dozen and glimpsed into a few others. Here are my impressions and conclusions.
The 20th of April 2021 marked the first day of virtual drupa. After live trade shows garnered a lot of criticism lately – besides Covid-19 making live events impossible currently – virtual drupa should be a good benchmark on how virtual events can replace the live version. Drupa has an invaluable head start on many other virtual activities due to their strong brand name and almost guaranteed media coverage.
The good news first: the website technology mostly worked well. The live streams had some small interruptions. Occasional screen sharing and presentation issues were on a level we are used to. Navigation on the site remains a bit challenging, however – like navigating their 18 halls without an exhibitor guide.
During the first day visitors of virtual drupa are torn between a multitude of offerings. To be honest, I did not make it into the exhibition and matchmaking areas yet. There were 59 web session listed for the first day, accordingly many sessions running in parallel. The sessions fall roughly into two groups: vendor presentations (mostly on products) and more educational sessions in the conference area.