Study Shows Execs Value Events

Senior marketing executives endorse events as an important marketing tool, reports online marketing journal B to B Online. The report was based on a survey of 230 event marketing managers and 189 chief marketing officers conducted by the Chief Marketing Officer Council and the Computer Event Marketing Association. Two-thirds of respondents said events are a vital marketing function, while the rest disagreed. Half of C.M.O.s said they were committed to using events as a strategic marketing vehicle—however, only a third of event managers said their C.M.O.s were; and 70 percent of C.M.O.s said they play an active role in planning and evaluating event marketing programs, while only 39 percent of event marketers said their C.M.O.s did so.
Posted 03.16.05