New research from the Center for Exhibition Industry Research (CEIR) and George P. Johnson Experience Marketing (GPJ) suggests that corporate brand marketers and exhibition organizers are using a broader array of digital media in areas such as pre-show promotion, onsite interaction and post-event sales fulfillment.
"Exhibition marketers have been increasingly leveraging digital media to enhance the value of their events, facilitate partner networking and promote their products and services," said CEIR Executive Director Cathy Breden. "However, this data suggests that a much deeper and broader change is sweeping the exhibit marketing industry, with players at every level making a real commitment to digital adoption."
Key findings from the survey of organizers and marketers include:
- 72 percent expect to have a digital event strategy in place by the end of 2010
- 44 percent intend to build up their own internal digital marketing talent and capabilities
- Digital media use includes online ads pre-event, SMS onsite and RSS/content downloads post-event
- 78 percent believe that digital marketing increases exhibition marketing effectiveness
- 40 percent of respondents indicate that up to 10 percent of their exhibition budget is spent on digital
The Digital + Exhibit Marketing Insights 2010 report is available for download at www.ceir.org.
