Experiential Marketing Set for Major Growth as Live Events Make a Comeback

Experiential Marketing: A Bright Future Ahead

In the vibrant city of New York, excitement buzzes around the latest trends in marketing as **experiential marketing** makes a spectacular comeback. With an investment forecast hitting an impressive **$128.35 billion by 2024**—a **10.5% increase** from last year—marketers are buzzing about the opportunity to connect with their audiences in fun and engaging ways. According to PQ Media’s Global B2C & B2B Experiential Marketing Forecast, this shift has been largely influenced by the recovery from a few challenging years during the pandemic.

The Return of In-Person Engagement

Much of the past couple of years has been a whirlwind ride for marketers, especially in the **United States**, which remains the world’s largest market for experiential marketing. In 2023 alone, spending reached **$52.80 billion**, representing a staggering **45.5% share** of the global market. Patrick Quinn, the CEO of PQ Media, highlights this trend, stating, “Experiential marketing is becoming a more important part of marketing campaigns because of better metrics and engagement with customers.”

The pandemic brought about temporary halts on in-person events, leaving marketers searching for new ways to reach out to potential customers. While many pivoted to online platforms and **virtual worlds** like the metaverse, the traditional methods—sports events, live concerts, and conferences—were put on hold. Fast forward to the last couple of years, we’ve witnessed a rejuvenation in the market, particularly as live events returned.

Market Growth from Live Events

Incredibly, **live events** have emerged as the fastest-growing channel in the B2C realm, achieving an impressive **9.6% growth** in 2023. People were thrilled to return to stadiums and venues, a sentiment reflected in the robust market for B2C experiential marketing, where live sports alone captured an astounding **67.1% of the market share**. Not to miss a beat, upcoming events like the **Paris Games** are providing marketers with fantastic platforms to showcase their brands and engage audiences during these thrilling occasions.

Marketers are keen to seize opportunities during music festivals and other vibrant events. Take **Smirnoff Ice**, for instance, they’ve already jumped into the robust festival scene to cultivate personal connections with consumers, making a memorable impact that resonates far beyond the event itself.

B2B Growth in Industry Events

The enthusiasm isn’t just limited to B2C; B2B marketers are also experiencing a boost through **conferences** and industry gatherings. As professionals in various fields seek out information and demonstrations, interest in exhibits has surged. The report reveals that **exhibit space rental fees** reached **$20.93 million** in 2023—an **11.8% increase**—alongside rising exhibit booth rentals and attendance fees. It’s clear that both B2C and B2B sectors are embracing the return to in-person experiences, igniting a wave of **creativity** in marketing strategies!

Looking Ahead: Embracing Technology

Of course, with advancements in technology, marketers are also exploring how **artificial intelligence** can help tackle challenges, particularly around tracking and targeting audience segments, especially given the decline of the **third-party cookie**. With the digital landscape changing rapidly, AI presents innovative solutions to cookie-related issues, allowing brands to adapt and continue creating strong connections with consumers.

As we look forward to **2024 and beyond**, it’s clear that experiential marketing is poised for further growth and change. Marketers across both B2C and B2B will be diving deep into **in-person experiences**, nurturing relationships, and leveraging technology to meet consumers where they are. It’s a thrilling time in the marketing world, and we can’t wait to see what creative ideas come to life next!