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RESEARCH: Events remain attractive

The recession has had little impact on the use of events as a marketing tool, or channel, with a third of companies increasing their investment in events in the last 12 months (against only 23 per cent who decreased it). A similar number expect it to increase in the next year (whilst only 10 per cent expect it to decrease).

This is according to a new survey by B2B Marketing, in association with Marketing Options, which underlines the importance of B2B events, with just under 70 per cent of respondents describing them as either 'critical' or 'very important'.

This result is surprising given the recent recession and the investment in both time and money to make events work effectively. Also, the increasing migration towards digital communication would suggest that face-to-face interaction is going out of fashion.