According to the results of a recent survey by JMA Research, commissioned by public relations agency Wyndham-Leigh, events are becoming an increasingly more important part of the overall strategies used by British marketers.
Survey results
Forty-six percent of the 200 British marketers taking part in the survey said that events would play a greater role in their communications strategies in the future, whereas only 10% said that they would be relying less on events. As regards spending, 61% said they would budget more for events in the next 12 months, while 13 percent said they would be spending less.
Those taking part in the survey judged that events were most effective across the media board, and ranked them first in impact, second in measurability (to direct marketing), and second in value (to Web and viral marketing).
It was also possible to conclude from the results that the practice of integrating events into marketing programmes would likely lead to growth, with 30 percent predicting the use of events to support Web-driven activity. Direct marketing (by 15 percent), advertising (6 percent) and public relations (4 percent) programs were also projected to see greater integration with events.
