The digital ad space continues to deal with challenges like competition driving up prices, brand safety issues, fraud, questionable viewability measurement and ad blockers, leading more and more marketers to turn to live events.
Event management platform Bizzabo surveyed more than 1,000 brand marketers for its Event Marketing 2019: Benchmarks and Trends Report, and it found that 41 percent of them considered event marketing to be their top marketing channel—up 32 percent year-over-year and ahead of content marketing (27 percent), email marketing (14 percent) and social media (6 percent).
However, the event industry is not without its challenges, as Bizzabo co-founder Alon Alroy said, “The event industry is growing, but the upshot is that it’s also becoming more crowded. To stand out, businesses need to be better organized, provide better attendee experiences and move the needle in ways that their competitors are not.”
So the company surveyed marketers at companies including Amazon, General Mills, KPMG, AppNexus, Digiday and Porsche to determine how they intend to approach live events in 2019 and beyond.