Digital should be part of a balanced use of interactive screens as in-person events retake center stage

woman in a face shield presenting to an audience
As more people are vaccinated for Covid-19, consumers’ pent-up demand for something physically social increases.
Trent Joaquin/Getty Images

By David Kaplan

2 hours ago

“Enthusiastic caution” may be the most celebratory description for the current state of experiential marketing. Tugging at the imaginations of agencies and marketers is the idea that a backup plan and disaster preparedness must be baked into every program moving forward.