As reported in BtoB, 61% of producers polled said the strategic use of social media marketing is among their top challenges, when it comes to driving attendance to events.
“Event producers haven't found the key to social media marketing,” said Lippman. “Many best practices have been established, but they change daily—along with the underlying technologies.”
A second leading challenge is the effective use of market research to drive attendance, cited by 55% of producers.
Disclosure: ISM is one of my clients.
