For many organizations, events represent a large share of their overall marketing spend. In fact, many companies allocate anywhere from 20 to 50 percent of their budgets for brand experiences, with the predominant portion going to events. Many marketers believe that, after a website, events are the most effective channel in their "marketing stack," given the power of live experiences and the ability to forge one-on-one connections.
As companies continue to up their digital marketing game, the technologies that they use to execute, assess and improve their marketing activities is expanding. Event technology can be positioned within the marketing stack to help marketers. The looming question becomes: how well are you listening to the event channel?