Brands should consider expanding their marketing mix to include events. With event marketing, brands can increase audience reach and purchase intent. Event marketing continues to evolve because technology, shifting consumer behaviors, and the aftermath of the global pandemic have transformed how brands and businesses approach their events. According to research, 57% of B2C and 55% of B2B marketers plan to execute more events in 2025 than last year.
The event marketing landscape is being reshaped from hybrid experiences to personalized content, new tools, and innovative strategies. Keep reading this post to learn more about the most significant event marketing trends you can expect in 2025 and how your brand can harness them to create memorable and successful events.
1. The rise of hybrid and virtual events.
The hybrid event format—a mix of in-person and virtual experiences—has been steadily growing in popularity. According to research, 70% of events are hybrid, becoming the industry norm.
The pandemic-driven necessity of virtual events gave birth to a new event culture that businesses quickly embraced. As we enter 2025, virtual components are expected to play a significant role, even as in-person events return.
Why hybrid events are here to stay:
Wider Reach: With hybrid events, attendees can join from anywhere, breaking down geographic and logistical barriers.- Increased Engagement: Virtual components allow attendees to interact with content in real time, participate in online networking, and view on-demand content post-event.
- Sustainability: With environmental concerns at the forefront of mind, virtual events can dramatically reduce carbon footprints, contributing to sustainability goals.
2. Personalization will drive engagement.
Personalized experiences are no longer a luxury but a necessity in event marketing. In 2025, personalized marketing will be at the forefront of event strategies, with 60% of event planners planning to allocate more of their budget towards enhancing the attendee experience.
Attendees want to feel valued and engaged, which means offering tailored content, experiences, and interactions. Personalization can increase engagement and attendee satisfaction when applied to events.
How to achieve personalization:
- Data Collection: Use attendee data from past events or registrations to understand their interests, behavior, and preferences.
- AI and Automation: Research indicates that personalized emails have a 29% higher open rate and a 41% higher click-through rate than non-personalized ones. With the help of artificial intelligence, event marketers can provide personalized recommendations for sessions, workshops, networking opportunities, and post-event content.
- Customized Content: Offer personalized agendas, event materials, and digital swag bags that align with attendees’ interests.
3. The integration of artificial intelligence and machine learning.
Artificial intelligence (AI) and machine learning (ML) technologies are transforming event marketing. Research shows that 62% of event marketers adopt AI-powered tools to enhance the attendee experience and streamline event planning.
From predictive analytics to AI-powered chatbots, these technologies streamline processes, improve attendee experiences, and boost engagement.
Key uses of AI in event marketing:
- Chatbots: AI-powered chatbots provide real-time assistance to attendees, answering questions about schedules and sessions or directing them to other participants. This enhances the attendee experience by making information easily accessible.
- Predictive Analytics: AI can analyze past event data to predict what content or sessions will resonate the most with attendees, allowing event organizers to optimize their programming.
- Attendee Engagement: AI-driven tools can offer personalized content recommendations, suggest networking opportunities, and predict the best time for attendees to interact with specific conte
nt.
4. Sustainability takes center stage.
Sustainability is no longer a trend; it’s a priority. As the world becomes more eco-conscious, event marketers are embracing sustainable practices in all aspects of event planning. According to research, 47% of events teams are focused on reducing the environmental impact of events.
In 2025, eco-friendly events will be the new normal as brands and organizations face growing pressure to reduce their environmental impact.
Sustainable event practices:
- Eco-Friendly Venues: Event organizers opt for venues with energy-efficient systems, sustainable infrastructure, and waste reduction programs.
- Digital Invitations and Materials: To reduce paper waste, more companies are turning to digital options rather than printed invites, programs, or swag.
- Carbon Offsetting: Some brands are investing in carbon-offset programs to balance out the environmental impact of their events, including travel and venue operations.
5. Immersive experiences and event technology.
The demand for immersive and interactive experiences will increase, driven by advancements in technology like augmented reality (AR), virtual reality (VR), and 3D holograms. According to the Freeman TrendsReport, 44% of event attendees agree that technology that makes consuming events easier is one of the most crucial elements of the event experience.
New technologies provide a unique way to captivate audiences, making them feel more connected to the brand.
How to leverage immersive technology:
- Virtual Reality: VR can create fully immersive experiences, such as virtual product launches, interactive tours, or simulations, that allow attendees to engage with products or services in a completely new way.
- Augmented Reality: According to research, 65% of consumers find AR experiences engaging, which should translate to more brands investing in this technology. AR can be incorporated into in-person events to allow attendees to interact with the physical environment. For instance, they could scan objects at the venue to unlock additional information or digital content.
- Interactive Displays: 3D projections and holographic displays are becoming more affordable and are a great way to create memorable, interactive experiences that attract attention.
6. Networking gets a revamp: AI-powered connections.
Networking is the backbone of many events, and in 2025, it will continue to evolve with the help of technology. Research indicates that 81% of attendees are most interested in networking with event experts.
The opportunity to network amongst colleagues and consumers is especially important for B2B brands. Half of attendees agree that in-person B2B conferences offer the most effective way to learn about new products or services. AI-powered matchmaking systems will revolutionize networking by suggesting connections based on interests, business needs, or shared goals.
The future of networking:
- AI Matchmaking: Event platforms will use AI to recommend the most relevant people to network with, increasing the likelihood of productive business connections.
- Virtual Networking Spaces: Creating digital spaces for attendees to network in real-time will become essential for hybrid or entirely virtual events. These could include chat rooms, virtual lounges, or speed networking sessions.
7. Data-driven decision making.
As event marketing becomes more sophisticated, data is taking center stage in shaping strategies and decisions. According to research, 83% of event organizers use data analytics to measure the success of their events, focusing on attendee engagement, conversions, and satisfaction.
In 2025, event organizers will rely more heavily on data analytics to refine their event strategies, improve attendee experiences, and measure event success.
How data will drive event marketing:
- Event Metrics: Event planners will use advanced analytics tools to gather insights on attendee behavior, session popularity, engagement levels, and social media activity.
- Real-Time Data: Using live data, event organizers can adjust on the fly, improving everything from scheduling to content delivery based on attendee preferences and feedback.
- Post-Event Analysis: Data will be crucial in evaluating an event’s success, including tracking ROI, attendee satisfaction, and engagement, helping organizers improve future events.
8. Interactive and engaging content.
Content is no longer a one-way form of communication. Event marketing research indicates that 88% of virtual event attendees engage more with interactive content.
B2B buyers prefer interactive content and presentation in an increasingly digital selling environment. For B2B brands, interactive content saw 28% more views than non-interactive content.
Attendees will expect more interaction and engagement with the content, whether it’s through live polls, Q&A sessions, gamification, or real-time feedback.
How to create engaging content:
- Live Polls and Q&A: Incorporate live polls, surveys, and Q&A sessions into your presentations or workshops to keep the audience engaged and give them a voice.
- Gamification: Using game-like elements like points, leaderboards, or challenges during an event to drive engagement and incentivize attendance.
- Interactive Sessions: Offer workshops and panel discussions involving the audience, encouraging participation and interaction with the speakers.
9. The continued growth of micro-events.
While large-scale events will still be necessary, micro-events are gaining traction to create intimate, personalized experiences, with 44% of attendees preferring smaller, intimate events with creator interaction.
According to Statista, small and intimate events have shown a faster post-pandemic recovery, with demand increasing by 23% in the last year. Micro-events focus on smaller, more targeted audiences, offering high-value networking and deeper connections.
Why micro-events are on the rise:
- Personalized Engagement: With fewer attendees, micro-events allow for more one-on-one interactions, creating exclusivity and deepening relationships.
- Cost-Effectiveness: Smaller events can be more budget-friendly, allowing brands to create high-impact experiences without the high costs associated with large-scale events.
- Niche Audiences: Micro-events can be highly specialized, making them perfect for niche markets or targeted B2B interactions.
“To stay ahead in 2025, brands must expand their marketing strategies to include events, embracing hybrid experiences, personalized content, and innovative tools to drive audience engagement and increase purchase intent,” says Max Ramirez, senior director of content marketing at Skyline Studio.