Digitalization is changing the way companies communicate and interact with their target group. Nevertheless, live events continue to assert themselves as an essential tool in the marketing mix - not despite, but precisely because of the increasing virtualization of our world. But what makes live events so valuable? And how can their importance be underpinned by studies and facts?
Live communication: the indispensable link in marketing
A survey by the Independent Dutch Event Association (IDEA) shows that 63% of CMOs consider live communication to be an integral part of their marketing strategy. Live events offer an opportunity to create direct, authentic interactions with the target group - something that digital formats often cannot achieve.
The special thing about live events is their multidimensionality: they appeal not only to the intellect, but also to the senses and emotions. The combination of a direct approach and personal experience makes them a powerful tool for anchoring messages in the long term.
According to a study by EventMB, 91% of participants stated that they felt more emotionally connected to the brand after an event. This factor is crucial, as emotional attachment is an essential basis for long-term customer loyalty.
The role of the pandemic and the return to personal experiences
The COVID-19 pandemic has redefined the meaning of live events. While digital and hybrid formats were a necessary solution, current data shows that physical encounters remain essential
A study by Freeman found that 78% of respondents consider face-to-face meetings and events to be more important after the pandemic than before. This underlines the need for real encounters in an increasingly virtual world. People don't just want to consume messages, they want to share experiences and be part of a community.
Economic effects of live events
In addition to the emotional benefits, live events also offer measurable economic advantages. According to an analysis by Bizzabo, companies that make targeted use of live communication achieve an average 4-fold higher return on investment compared to purely digital campaigns.
Another report from Harvard Business Review highlights that companies that integrate live events into their marketing mix experience significantly higher brand awareness and customer satisfaction. These effects result from the opportunity to present content in a multi-sensory way and thus create long-term memories.
The key: hybrid and data-driven concepts
The future of live communication lies in the combination of physical and digital elements. Hybrid events make it possible to combine reach and exclusivity. A study by Markletic shows that hybrid events can increase the number of participants by an average of 29%. At the same time, they create new opportunities to collect data using digital tools and better understand individual customer needs.
However, the following also applies here: the physical core remains crucial. Personal contact is the moment when brand messages have their greatest impact. This makes it clear that digital extensions should not replace an event, but rather complement it.
What makes live events so effective?
The impact of live events can be attributed to several factors:
- Emotional resonance: Live events create memories that remain linked to the brand. This promotes brand awareness and loyalty.
- Multisensory appeal: The combination of visual, acoustic and tactile stimuli makes it easier to absorb and retain information.
- Interactive participation: Participants become active co-creators of an event, which strengthens identification with the brand.
- Networking effects: Personal encounters promote the development of relationships, both between companies and customers as well as within the target group.
Conclusion: live events as a strategic advantage
The importance of live events lies not only in their emotional and social impact, but also in their economic potential. They are an indispensable part of modern marketing strategies because they start where other formats reach their limits: with direct, personal interaction.
For companies that want to stand out from the competition and strengthen their brand in the long term, live events offer a platform that creates unparalleled opportunities. The challenge lies in using this platform strategically - with a clear focus on target group needs, data-based planning and a balanced mix of physical and digital elements.
