20+ Eye-opening Event Marketing Statistics from 2020 - JTB USA Blog

In 2020, the events industry was turned on its head by the COVID-19 pandemic. In the blink of an eye, event planners had to cancel their events or quickly move them to a virtual environment. Although the first part of the year was filled with uncertainty, industry professionals rose to the challenge.

One of the bright spots of 2020 was the level of innovation that occurred in the events industry. From live music concerts to business summits, event professionals developed unique and engaging experiences that attendees will remember for years to come.

Many industry professionals hosted virtual events for the first time. Plenty of lessons were learned, and organizers can use the lessons from 2020 to create even better experiences in 2021 and beyond. As restrictions lift across the globe, many businesses will leverage hybrid events to retain the advantages of virtual experiences. For example, brands can develop in-person events that offer virtual components for attendees across the world.

Take a look at some of the exciting insights we’ve gained throughout 2020:

Event marketing statistics you need to know.

There’s no doubt that 2020 was a unique year for event planners, marketers and attendees. As the industry moves into 2021, these insights will help event professionals to develop engaging, memorable experiences.

Event planning:

65% of planners have never been involved in the process of developing a virtual event.
69% of marketers begin the planning process at least three months in advance.
67% of organizations plan to complement their future in-person events with virtual events.

Event promotion

76% of event marketers believe that email marketing is the most effective way to attract attendees.
52% of event planners use Facebook to market their events.
51% of event marketers work with their business partners to generate attendee registrations.
39% of event marketers say that their sales teams generate the most significant amount of attendee registrations.
3.5 weeks is the average promotional period for virtual events.
Decision-makers are the primary target audience for B2B event marketers.

Attendee engagement

Audience engagement is the top challenge for event organizers.
44% of webinars attract fewer than 25 attendees.
On average, attendees view 68% of virtual sessions that last longer than 20 minutes.
90% of event attendees say that personalized experiences are important to them.
70% of event organizers track attendee engagement and satisfaction.
63% of event organizers believe that an event-specific mobile app can help to drive attendee engagement.
83% of event planners say that an event’s content is the most important element for making an event memorable.

Event technology

70% of event organizers believe that good audio/visual equipment is essential to a successful event.
41% of event organizers use Zoom for small events, with 29% using Microsoft Teams.
59% of event organizers are looking for software that can support the management of both in-person and virtual events.
100% of surveyed event organizers said that the event agenda is one of the most important features of a mobile app.
52% of app developers say that attendees use mobile apps primarily for session information.

Where does the event industry go from here?

It’s likely that the transition back to in-person events will be gradual. Brands may look to stay closer to home when adding a physical venue back to their event strategies. However, as people feel more comfortable traveling again, event marketers will begin to offer smaller-scale experiences. In time, large-scale events will return.

Hybrid events will become more popular in the long term. The past year showed brands that they can reach audiences across the globe. Hybrid events will enable brands to tailor their experiences for different segments of their audience. For instance, an event can cater to local attendees with live music and stream the session to other participants across the globe. Mobile apps will enable virtual and in-person attendees to interact with one another.

In the short term, hosting a successful event will require a little creativity. That’s where an experienced event partner can provide support. Event experts can advise on technology needs, analytics solutions and much more. With the right partner, brands can develop immersive, memorable experiences that support their business goals and objectives.

For more information, get in touch with the event experts at JTB today.

Event marketing statistics you need to know.

Where does the event industry go from here?

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