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BizReport : Trends & Ideas archives : February 27, 2015

45% of marketers to invest in events during 2015

Experiential marketing may have been the buzz-phrase for the last couple of years but, according to a recent forecast report from ALF Business Development, more will be spent on events than experiential marketing this year.

by Helen Leggatt

ALF's 'Marketing Trends, Spends and Forecasts' report, based on a survey of more than 153 marketers from UK brands and agencies, found that events continue to be a popular way to market to a captive audience. Almost half (45%) said they were likely to invest in events as part of their overall marketing strategy.

According to the report, "events are still an effective way to deliver information through demos and speakers and an opportunity to impress if done properly" despite needing serious investment with venue, speakers, media sponsors, social media activity and content.

However, experiential marketing, in which brand experiences are forged, such as Red Bull's Stratos Jump or Ikea's Sleepover, isn't attracting quite as much budgetary attention. Just 9% of marketers cited this as something they would spending on in 2015.

Meanwhile, content marketing, lead generation and consumer experience were cited as the main priorities for this year. Eighty percent of B2B and B2C marketers intend to invest in a content marketing programme.

"It will come as no surprise that content marketing is the most popular option for increased investment in 2015," said Tom McMullen, subscription sales director at ALF. "This creates both opportunities and challenges for marketers, who must look for new ways to differentiate their content in a crowded market place, as well as find innovative ways to seed it."

Vira Mylyan-Monastyrska /

Image via Shutterstock

Tags: event marketing, experiental marketing, marketing budget

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