evm_september-2023 - 12
PULSE SURVEYS
SURVEY SAYS
What's on the minds of event marketers this year
This year, Event Marketer has been posing fast questions to the experiential marketing community on the industry's buzziest
topics, from artificial intelligence to sustainable initiatives to stress and measurement. More than 700 event marketing
professionals have anonymously shared their thoughts with us. A few key insights we've learned so far:
JOB SENTIMENTS ARE HIGH
Ninety percent of event marketers said
they love their jobs in the industry right
now. Event marketers are back on the
road, with 59% of respondents saying their
travel budgets this year are average when
compared to last year.
AI IS STILL UNKNOWN
TERRITORY
SUSTAINABILITY AT EVERY
STEP
Most event professionals (86%) said they
are not intentionally using AI for events
right now, with just 4% reporting they are
" well-versed " in the topic. The top three
reasons professionals reported using or
exploring AI for: data to drive marketing,
communications like virtual assistants
and better networking/matchmaking.
Sustainability plays a key role in vendor
and/or material sourcing and selection
among most event professionals (72%).
Half of respondents (51%) said they are
eliminating single-use plastic at their
events and activations.
ROI NEEDS TLC
Respondents pointed to tight budgets,
sales cycle lengths, the inability to measure
direct sales conversions and difficulty
finding the right measurement tools as
the biggest data challenges in proving the
value of events. Half of respondents (52%)
said their organizations, or clients, have a
first-party data strategy in place.
IN IT FOR THE LONG HAUL
The top three mobile tour trends for
2023: 1. Tech-led experiences (AI and
photo integrations); 2. Multisensory
engagements and tastings; 3. Smaller footprints
and flexible site plans. A majority
(67%) of mobile tours are multi-month
versus multi-week (33%), and they're traveling
nationally (53%) around the U.S. just
as much as those with a more regional
focus (47%).
BURNOUT PERSISTS
Event marketers are still experiencing the
effects of burnout, with 42% of respondents
reporting they're more burned out
than they were in 2022. As for overall
stress levels, 50% of respondents said they
feel " moderately stressed, " while only 4%
said they're not stressed at all.
We've compiled event marketers' takes on trends and
the current state of the industry in shareable infographics
available at eventmarketer.com/pulse-surveys.
12
EVENT MARKETER FALL 2023
eventmarketer.com
https://www.eventmarketer.com/pulse-surveys
http://www.eventmarketer.com
evm_september-2023
Table of Contents for the Digital Edition of evm_september-2023
evm_september-2023 - Belly1
evm_september-2023 - Belly2
evm_september-2023 - Cover1
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evm_september-2023 - Cover3
evm_september-2023 - Cover4
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
https://www.nxtbookmedia.com