The report was based on data from a survey conducted in April 2017 of marketing decision-makers at companies with 1,000 or more employees.
Some 20% of respondents say social media is the most effective tactic for promoting in-person events; email ranks second (18% say it is the most effective tactic), followed by word-of-mouth (14%).
Marketers say the three most important technologies for holding/sponsoring a successful event are event automation/management software, registration management software, and lead capture software.
Respondents say they measure the success of an event by looking at attendance (67% cite it as a metric they use), revenue generated (56%), attendee engagement (54%), and registrations (52%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji