How Have Events and Event Marketing Evolved in 2025? And, what’s 2026 going to be like for events? What we’re noticing:
As there is so much AI content out there, people are finding it difficult to be sure about what’s real or not. So, live events (face-to-face, F2F) will become more important and valuable for brands to build trust. Hence, the need to improve event marketing skills and strategies.
In this digital economy, people want a more human connection from events.
Big brands - event brands, artists, influencers, major league sports - seem to draw large audiences – tickets sell out fast. Smaller brands not so much.
Attendees have so much more emphasis on ROI. With uncertainty in the economy comes much more control of budgets and spending. Event creators are having a tough time convincing potential attendees of the value of their events and hence, attendance is down in some cases. Annual trade shows are an expensive way to just have an industry networking and talking shop – much more emphasis on ROI and impact on the bottom line for attendees.
Brands are getting more creative and innovative about how they collaborate with other brands in event (experiential) marketing.
Large annual events are expensive to attend for industries. Especially if it just amounts to networking without any impact on their bottom line. Brands are conducting more frequent local/regional events which are better for audience engagement. Think road-shows.
Event IP and brands, especially in sports, are becoming more valuable - asset ownership.
Venues and destinations are giving a much more immersive experience to audiences.
AI use in events and marketing – more data analytics and personalization.
What trends are you seeing from your events?
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