Current whitepaper "The top challenges 2024 in experience marketing"
We asked over 150 decision-makers from leading Swiss companies about their most important challenges in 2024. And these are the top 3 challenges around events, sponsoring and experiences: digitalization, performance measurement and community building. We highlight where companies currently are, what difficulties they are facing and what goals they are pursuing. We categorize all results and provide the top recommendations for action for "front runners" to take two steps forward.
Digitalization of experience marketing
Although experience marketing has historically been strongly defined by live experiences, much of its development now relates to digitalization: we show how companies are digitally positioned today, why they still lack the technical foundations and data profiles, how they are increasing the added value of events and sponsorship and how they are engaging with AI.
Performance measurement in experience marketing
For 40% of people responsible, performance measurement is fundamental to securing their budgets - but only 9% are satisfied with it. New solutions are needed for more efficiency and effectiveness in experience marketing - we show 8 points on the way to systematic performance measurement.
Community building
Community building has long been a key trend and an important investment for the future for companies. However, in practice this is seen as a major challenge - there is a lack of simple solutions. Communities guarantee access to the market and therefore a dialog with future customers. In particular the sponsoring environment offers an ideal basis for building and monitoring a community
