The future of event marketing – the new event marketing opportunity – is a multi-layered, programmatic approach.
A 2021 Forrester Study found 66% of event managers reported executing events independently of marketing campaigns. As a result, marketers could not fully capitalise on the opportunity present by event marketing.
Because of the pandemic, roles and responsibilities have become more fluid and organisations have started to think differently. Around 73% of organisations now say demand marketing is responsible for setting event strategies. 72% also agree digital strategy technologies will remain the foundation of any experience post-pandemic.
The study further found virtual events would become more experiential due to audience expectations. To take advantage of the new event marketing opportunity, brands need to align marketing strategy with technology and teams to deliver the right event format for the right event type for appropriate audiences at the right stage of the customer journey.
[4 minute read]