Event Marketing Increases

Events are playing an increasingly important role in corporate marketing, BtoB reports. Ninety-six percent of marketing execs interviewed for a new study by the George P. Johnson Co. and Meeting Professionals International Foundation said they use events in their marketing mix. Ninety-three percent view the importance of event marketing to be constant or increasing. Fifty percent of survey respondents characterize event marketing as a "lead tactic" or a "vital component" of their marketing mix.