NEW YORK Although marketers are getting more tech savvy, it seems they still have a soft spot for good old-fashioned event marketing.
More than half (53 percent) of the 300 senior marketing executives who participated in a recent study said event marketing is the discipline that best accelerates and deepens relationships with target audiences.
The EventView 2009 survey, which was completed earlier this month by George P. Johnson, The MPI Foundation and the Event Marketing Institute, includes a healthy swath (41 percent) of marketers whose companies pull in revenue in excess of $1 billion.
More than a quarter (26 percent) of those surveyed said event marketing is the discipline that drives the greatest return on investment.
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