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TECH SUPPLIER Mar 2019 - IDC Survey - Doc # US44888819

Update on Marketing Event Trends in Technology Companies

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

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Abstract

This IDC Survey offers insight on the aspects where tech vendors' event strategies should focus in the future. Events, at 22.3% of the tech marketers' programs budget, continue to hold the number 2 place, behind advertising. However, the event activities that marketers invest in must evolve as the number of millennial decision makers increase. Findings from IDC's annual Tech Marketing Benchmark Surveys and IDC's 2018 IT Buyer Experience Survey trace the distinctive event trends.


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