Events central to direct marketers as marketing automation surges

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


While the fast-concluding year has been focused on all-things digital, one element of direct marketing has remained central: events—and an increased drive to manage events with marketing automation.

First, the statistics: The trade show industry posted its fifth consecutive quarter of growth in the third quarter, according to the CEIR Index released this month by the Center for Exhibition Industry Research. The CEIR Index, which tracks attendees, exhibitors, revenue and net square feet, increased 2.6% in the third quarter compared with the year-earlier period.

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