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Rethinking the Role of Events

Rethinking the Role of Events

This IDC Insight examines the new role of events in the digital era. Events continue to be the second-highest area of investment in the tech marketing programs budget, only advertising spend is larger. Yet, while the investment trend in events is fairly stable, the digital transformation is drastically changing the nature of these events.This Insight answers the following questions: What is the new role of events in the digital era? What are some new approaches? How do different types of events contribute to today's marketing strategy? And what should marketers do to modernize their events and make them more effective? Leveraging work from IDC's Tech Marketing Benchmark Survey database and discussions with industry-leading practitioners and event application providers, this Insight answers the aforementioned questions as well as provides guidance on best practices in today's B2B events.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
Drivers for the Fastest-Growing Event Types: Trade Shows and Partner Events
Face-to-Face Events Must Be Different Because of Digital
Experiential Marketing Is Social
Same Goals, But Execution Now Held to a Higher Standard
Success Factors for Modern Events
Success Factor Number 1: Modern Events Must Offer Immersive Experiences
Enabling Immersive Experiences: Ideas for Modern Event Execution
Success Factor Number 2: Modern Events Must Connect People
Enabling Connections: Ideas for Modern Event Execution
Success Factor Number 3: Events Must Streamline the Decision Journey
Enabling Journey Streamlining: Ideas for Modern Event Execution
Success Factor Number 4: Events Must Inspire and Motivate Attendees
Enabling Inspiration and Motivation: Ideas for Modern Event Execution
Managing Persistent Event Challenges — How to Sell and How to Measure
Balancing the Need to Sell
Measuring the Value of Events
Future Outlook
Appendix

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