EVENT MARKETING: How digital combines with face to face events

Face-to-face events are going through a revival as more brands seek new ways to leverage the digital world. Alex Blyth investigates

Given the rush over the past five years to all things digital, it seems remarkable that so many exhibitions, conferences and other events still exist. Yet they do. On any day of the year, up and down the country, you can find exhibition halls full of B2B companies talking face-to-face to customers or attracting new customers.

As Nigel Cooper, executive director at events agency P&MM Events & Communications, puts it, “Just as the humble piece of paper has survived successive challenges from the PC, email, web, mobile, BlackBerry and iPhone so events continue to produce results that marketers cannot achieve through any of those modern technologies.”