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Dec 2016 - Insight - Doc # US41975116

Rethinking the Role of Events

Authors: Kathleen Schaub, Andrew LeClair

This IDC Insight examines the new role of events in the digital era. Events continue to be the second-highest area of investment in the tech marketing programs budget, only advertising spend is larger. Yet, while the investment trend in events is fairly stable, the digital transformation is drastically changing the nature of these events.

This Insight answers the following questions: What is the new role of events in the digital era? What are some new approaches? How do different types of events contribute to today's marketing strategy? And what should marketers do to modernize their events and make them more effective? Leveraging work from IDC's Tech Marketing Benchmark Survey database and discussions with industry-leading practitioners and event application providers, this Insight answers the aforementioned questions as well as provides guidance on best practices in today's B2B events.

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