By Jo Webber, commercial director of GES Middle East
Live events, brand experiences, face-to-face marketing (call it what you will) has finally come of age as a credible channel for B2B and B2C marketers alike.
Far from being eclipsed by digital marketing the two channels have proved to be complementary. Our essential need for human interaction is magnified in the modern digital world and brand marketers are taking full advantage of both platforms.
The future of events will combine the physical and digital worlds seamlessly, allowing event organisers to activate brand experiences that resonate, engage and promote change. The digitalisation of events also means great data capture and measu
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