2017事件营销基准报告（英文版）_17页_7mb

The Event Marketing Benchmark Report - Spring 2017 Summary

Core Content

This report presents a benchmark analysis of event marketing practices among marketing decision-makers at organizations with over 1,000 employees, based on a survey conducted between April 10 and 12, 2017. The findings focus on effectiveness, budget allocation, challenges, and the use of technologies and platforms in managing and promoting in-person events.

Main Findings

Effectiveness of Event Marketing

• Overall Effectiveness: 76.8% of respondents rated their organization's ability to drive results from events as 4 or 5 stars on a 1-5 scale.
• Top Marketing Tactic: Events were ranked as the second most effective marketing tactic for driving demand and revenue in 2016, behind direct marketing.
• Least Effective Tactic: Webinars were ranked as the least effective marketing tactic, with an average ranking of 4.66.

Budget Allocation

• Event Spending: 57.6% of respondents spent more than 25% of their annual marketing budget on events.
• Future Spending: 69.5% of marketers plan to increase their event marketing spend in 2017 compared to the previous year.

Challenges in Event Marketing

• Lead Follow-Up: 94% of respondents were unable to follow up with leads from events on the same day, with 56.9% taking 4 days or more to do so.
• Biggest Challenge: Lead capture and follow-up was cited as the second most common challenge after increasing attendance, indicating a critical gap in post-event engagement.

Technology Usage

• Event Management Software: Only 49% of respondents use an effective event management or automation software platform.
• Lead Capture Tools: Less than a third (30.3%) use technology solutions to capture leads at events.
• Event-Related Technologies Ranking (Highest to Lowest):
  • Mobile app - 4.17
  • Session polling and surveys - 3.83
  • Lead capture - 3.43
  • Event & session check-in - 3.28
  • Registration management - 3.23
  • Event management / automation - 3.05

Event Participation and Sponsorship

• Number of Events Produced: Respondents typically produce between 5 to 10 events annually.
• Number of Events Sponsored: Organizations usually sponsor between 1 to 5 events per year.

Team Involvement

• Event Team Size: On average, 5 to 10 people are involved in managing an in-person event throughout its lifecycle.

Success Metrics

• Event Success Metrics: Organizations use a variety of metrics to measure event success, including:
  • Lead generation
  • Attendee engagement
  • Brand awareness
  • Sales conversions
  • Content consumption

Key Takeaways

• Event marketing is highly valued for driving business results, with strong effectiveness ratings.
• Budget allocation is significant, with a growing trend toward increased investment in events.
• Lead follow-up remains a major challenge, with most organizations struggling to act quickly after events.
• Technology adoption is limited, particularly in lead capture and event automation, despite the recognized importance of these tools.
• Mobile apps are seen as the most important event-related technology, followed by session polling and surveys.
• Event management and sponsorship are common practices, but the scale and depth of involvement vary.
• Diverse metrics are used to assess event success, reflecting the multifaceted nature of event marketing.