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Study says brand marketers plan to initiate digital event strategies

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Dallas—Almost three-quarters of brand marketers and exhibition organizers “expect to have a digital event strategy in place” by the end of this year, according to research released by the Center for Exhibition Industry Research and George P. Johnson Experience Marketing.

The study, “Digital+Exhibit Marketing Insights,” also found that 44% of brand marketers and exhibition organizers participating in the study plan to build their own internal digital marketing capabilities. Additionally, 78% of respondents said that digital marketing increases the effectiveness of exhibition marketing.

The study, conducted online in May and June, surveyed the opinions of 265 exhibition marketing professionals.

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