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The 2Heads point of view.

UK Event Marketing Budgets Continue to Grow

Event marketing budgets increased by a net balance of 12.3% during Q4 of 2016 according to new research released today.

Once more, event budgets top those of other marketing tactics, growing faster than online (up 12.1%), advertising (up 5.1%) and PR (2.8%).

The IPA Bellwether Report, published by Markit, draws data from a panel of around 300 UK marketing professionals and provides a key indicator of the health of the events sector.

Results for Q4 are up from 9.9% in Q3, with a net balance increase in event budgets now seen for 13 successive quarters. Despite the market uncertainty caused by Brexit and wider global political change, marketers expect budget growth to continue into 2018.

James Simpkins, Client Services Director at 2Heads, said: “The results from the IPA Bellwether survey reflect what we’re hearing from our clients. Events and exhibitions are a key component of their sales and marketing outreach, offering the kind of customer and prospect engagement that today’s buyers value. We now regularly see events leading marketing campaigns, with creative, online and PR activity driven by that event. The strategic approach we take to designing and delivering brand experiences allows for full integration with other marketing tools and maximises marketing results.”

Devon Lees, Marketing Manager