Value of Technology Is Reinforced
-- Tradeshow Week, 7/13/2009
The verdict’s in: Technology is here to stay.
A recent report, “Digital + Exhibit Marketing Insights 2009,” produced by the Center for Exhibition Industry Research and George P. Johnson, an event and experience marketing agency, found corporate exhibitors and exhibition management professionals are committed to integrating digital media into their exhibitions and event marketing programs.
“The findings underscore the complementary nature of the exhibition and digital marketing channels, which are both rooted in communities of interest, dialogue, relationships, interactivity and highly personalized experiences,” said Doug Ducate, president and CEO of CEIR.
The report, partly funded by a grant from the Exhibition Industry Foundation, is based on the responses of 287 senior marketers and exhibition management executives who took an online survey.
“The report’s findings reinforce the need for the marketing industry to embrace best practices around digital,” said Robert G. Vallee Jr., CEO of George P. Johnson.
The report found several trends:
- Forty percent of those who responded said they considered digital marketing a vital component in having live events.
- Forty percent of corporate brand marketers and 31 percent of exhibition management executives said they use virtual media.
- Respondents dedicate 10 percent of their exhibition production budget to digital marketing sponsorship tactics.
