Event marketing still strong, but marketers cautious

BtoB, 10/11/10

While marketers overwhelmingly remain committed to exhibitions and events as a central campaign channel, the trade show industry is still seeing plenty of exhibitor caution when it comes to budgets, according to a new survey conducted jointly by BtoB and expo services provider Freeman.

Exhibitions are a heavily relied-upon channel, employed by 85% of marketers, according to the “The Future of Events,” an online survey conducted in September that collected 545 responses, primarily from general and interactive marketing directors and managers. Of those, 38% exhibit more than six times a year.

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