The Future of Event Marketing: Trends and Challenges [Infographic]

Business Trends

  • Most marketers (31%) believe that events are the single-most effective marketing channel over digital advertising, email marketing and content marketing.
  • 95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world.
  • The majority of marketers (63%) plan on investing more in live events in the future both in budget and number of events.
  • 80% of businesses that are overperforming in regards to their company goals will increase their live event budgets next year.
  • 50% of marketers say that their organization is “very committed” to planning live events.

Promotional Trends

  • 73% of marketers have increased the use of videos.
  • 88% of companies use social media to increase awareness before an event.
  • 76% of event organizers use Twitter to promote their events.
  • Most marketers (40%) believe email marketing is the single-most effective channel to promote an event.
  • 62% of marketers who use email marketing to promote their events use event management software.

Event Challenges

  • 46% of marketers claimed that curating content and building their event agenda are the most time consuming aspects of event planning.
  • 36% of event marketers said that their biggest challenge is increasing event registration.
  • 29% of event marketers said that increasing revenue from event was their biggest challenge.
  • 16% of event planners consider acquiring sponsors their biggest challenge.
  • 70% of marketers say that the need to validate results from event sponsorship has increased over past 2 years.

Technology Trends

  • An overwhelming majority of event marketers (86%) believe that technology can have a major positive impact on the success of their events.
  • Event technology can help increase event attendance by 20%, increase productivity by 27%, and decrease costs by 20–30%.
  • 75% of event professionals who don’t use event apps intend to adopt them.
  • The top 3 features that event organizers want in an event app are: onsite registration 19%, registration within app 16%, and content capture 15%.
  • 80% of professional organizers planning B2B events currently use some sort of event management software.



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