02/15/19

EXPERIENTIAL AND EVENT MARKETING RISE IN POPULARITY IN THE US

Two studies released over the past two months reveal the growing importance of experiential to US businesses.

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After surveying more than 1,000 brand marketers in the US, the Event Marketing 2019: Benchmarks and Trends Report found that 41% saw experiential as their top marketing channel. This was up 32% year-over-year and ahead of content marketing (27%), email marketing (14%) and social media (6%).

62% of respondents also said that they plan to increase their budget for live events in 2019, by an average of 22%, an increase of 39%.  Meanwhile, 85% believe live events played a major role in their companies successfully meeting their business goals, and 77% believe live events will be increasingly important to the success of their brands in the coming years.

The report also found that 89% of overperforming businesses put a high value on live events, with 84% of them saying that they have strong buy-in from leadership when it comes to experiential marketing.

A new report by also revealed how important experiential marketing is becoming in the business-to-business space. The 2019 State of Experiential Marketing report surveyed over 700 industry professionals across Fortune 500 companies, agencies and vendors.

It found that 92% of brand-side respondents believe integrating experiential marketing within the overall sales and marketing funnel is imperative to their success. Furthermore, 67% of B2B brand-side marketers anticipate a growth in events/experiential budget in the next 18 months, a 17% rise from 2018.

Plus 75% of B2B brand-side respondents agree that experiential has proven to be the most successful tactic of their brand’s various marketing strategies, a 14 percent increase from 2018.

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