Published: 20 March 2024
Event technology platforms provide the foundation to run first-party virtual and in-person events, such as user conferences, tradeshows and regional events. To deliver high-quality event experiences to engage audiences, manage agendas and measure success, use this research to compare solutions.
Marketing programs have increased the use of digital (virtual) and in-person hosted events. Specifically, the percentage of respondents utilizing digital events has increased 12 percentage points, while in-person utilization has increased 17 percentage points, between 2021 and 2023 based on the 2023 Gartner Tech Marketing Benchmarks Survey.
Aligned to the utilization trend, 54% of respondents to the 2023 Gartner CMO Spend and Strategy Survey indicated they are increasing investment in event marketing.
Event technology platforms enable the development of experiential marketing programs across both in-person and virtual delivery models. Capabilities that drive audience engagement across multiple touchpoints and enable rich
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Analysts:
Christy Ferguson, Amy Jenkins, Precious Ozokpo, Jenifer Silverstein
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