Smart CMOs Are Seeing the Value of In-Person Brand Experiences and Events
Photo Caption: In China, Omega worked with Freeman to host immersive brand experiences at its boutiques, incorporating virtual reality. Freeman/Omega Watches
Skift Take
The results of this study seem like a no-brainer, but you might be surprised to see how this is part of an evolving conversation about the true importance of face-to-face meetings and events.
Today's chief marketing officers, brand managers, and event organizers are focusing more on in-person brand experiences to engage more with customers and clients to build loyalty, according to a new global study.
The survey of nearly 1,000 consumer-oriented and business-to-business marketing professionals in North America, Asia, and Western Europe was conducted by global meetings and events specialist Freeman along with SSI, a data solutions provider for market researchers.
According to the results of the survey, 59 percent of chief marketing officers recognize brand experience "for its ability to create ongoing relationships with key audiences." They also said they are spending more on live events, with more than one in three of these executives saying they expect to allocate 21 to 50 percent of their budgets to brand- experience marketing over the next three to five years.
"Marketers see brand experience, or live experience, as essential in the marketing mix [more so] than
