Given the investment in both time and money, I was surprised to read the results of a B2B Marketing survey on events as a marketing channel. Unlike other offline channels, it seems that the recession has had little impact on the use of events. One third of those surveyed have actually increased their investment, with a similar number expecting to increase it next year. In fact, just under 70% of respondents described them as either 'critical' or 'very important'!
What's perhaps even more surprising is that brand awareness was still cited by nearly half of the respondents as the most important objective.
There hasn't been much take-up for digital events, with 47% claiming to have never used them.
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