Report: 85 percent of marketers say events are crucial to their strategies

Content marketing is still a hot trend, but in-person events are capturing marketers’ attention—and budgets.

A recent benchmarks and trends report by Bizzabo reveals that more organizations are turning to live events to bolster their marketing efforts—and the vast majority of marketers (85 percent) say event production is an essential part of their marketing strategies.

Bizzabo reports that of 1,000 marketers surveyed, 41 percent consider events marketing the most crucial channel to achieve their goals, citing events as more effective than content and email marketing combined.

“While a well-rounded marketing strategy will include multiple channels, marketers invest in in-person events to engage prospects, customers and other audiences in a meaningful way,” Bizzabo writes.

Marketers’ event goals

Although marketers’ participation in events—whether hosting, attending or sponsoring them—is aimed at boosting their organizations’ bottom lines, success is spread across a few crucial elements when hosting events.