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Marketers to Boost Spending on Virtual Events


Fully six in ten marketers (60%) say they plan to increase spending on virtual events and environments in 2011, while 42% plan to decrease spending on physical conferences and tradeshows during the year, according to a survey from Unisfair.

Below, other findings from Unisfair's second annual report titled The Future of Virtual Business Environments (2011), based on a survey of 550 marketers.

Bigger Audiences, Less Money

Nearly two-thirds of marketers (64%) say a key benefit of virtual events is reaching larger audiences for less money, while 40% cite a related benefit—getting the same or better results for less money.

Roughly one-quarter of marketers (27%) say attending virtual events (rather than physical ones) is less hassle, reducing the stress of losing luggage, while 24% say virtual events offer the same or better results for less effort; 19% say such events deliver quantifiable results.

Asked what the best part about attending a virtual event is, 58% cite the ability to multitask, while 14% cite the ability to be "invisible" until they're ready to engage with colleagues or vendors.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Attending from Unusual Places

Marketers themselves have attended virtual events from a wide variety of places, such as from bed (27%), beaches or swimming pools (11%), and airplanes (4%).

Some 42% cite "other" places, including the car, the kitchen, a baseball game, the patio, and a retail showroom.

Not surprisingly, 62% of marketers would like the ability to attend a virtual event from a mobile device.

Virtual events appeal to marketers for a wide range of purposes, including training (42%), customer engagement (36%), internal collaboration (34%), lead generation (29%), and networking (8%).

About the data: Findings are from a survey of 550 marketers nationwide, conducted in April 2011 by Zoomerang for Unisfair, an Intercall company.

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