It is titled ‘Plans on Where to Improve Approach in the Near-term Future’, and uncovers attendee marketer commitments to improving existing approaches and evolving with fast-changing market norms.

CEIR CEO Cathey Breden said: “Marketing professionals today face enormous pressure to keep up with the rapid pace of change in best practices. This report finds attendee marketers are stepping up to the challenge.”

Study results find that 79% of attendee marketers plan to improve one or more aspects of their approach, and 75% will also add one or more new activities in the next several years.

The CEIR is an organisation that serves to advance the growth, awareness and value of exhibitions and other events by producing and delivering knowledge-based research.

CEIR senior research director Nancy Drapeau said: “This is the last report in the series. It provides marketers with guidance on where to focus their continuous quality improvement efforts, and which new techniques and technologies to consider adding.”