The Experiential Revolution: Shaping the Future of Brand Engagement
Sparks Marketing
As we approach 2025, the landscape of brand engagement is undergoing a transformative shift, driven by evolving generational expectations and the convergence of B2B and B2C priorities. The Event Marketer + Sparks EventTrack Experiential Marketing Forecast & Benchmark report reveals key insights into this changing dynamic.
Convergence of B2B and B2C Events
B2B and B2C events are increasingly aligning in their focus and success metrics, creating new opportunities for engagement. While B2B events maintain an emphasis on lead generation, they're now placing greater importance on relationship-building. Meanwhile, B2C events are pushing the boundaries of immersive engagement, targeting loyalists and influencers rather than just prospects.
Rising Importance of Experiential Marketing
The majority of marketers now view experiential marketing as critical to their companies' success, with 74% anticipating budget increases in 2025. This shift underscores the essential role of experiential marketing in building lasting brand connections that extend beyond individual events.
Generational Shift and Expectations
A significant workforce transformation is underway, with Gen Z and Millennials projected to comprise 75% of the workforce within five years. These demographics expect more than traditional engagement; they seek purposeful, personal experiences that create lasting impressions.
Content-Driven Engagement
Content remains central to the experiential marketing strategy, with events serving as catalysts for ongoing brand engagement. This approach helps extend the impact of experiences beyond the event itself, fostering long-term connections with audiences.
Challenges and Opportunities
The shift towards meaningful, memorable experiences presents both challenges and opportunities for marketers. With 69% of B2B attendees planning increased event participation in 2025, the demand is evident. However, marketers must design events that not only meet but exceed the expectations of a new generation of attendees.
About EventTrack
EventTrack is the largest, most comprehensive, multi-audience annual research report on experiential marketing.
Created by the analysts at Event Marketer and underwritten by leading global experiential agency Sparks, EventTrack surveyed more than 1,000 U.S. corporate consumer event marketers, b-to-b event marketers and corporate exhibitors—plus attendees at consumer events, b-to-b events and trade shows.
Six Surveys in One Report. Separate surveys were initiated to consumer event marketers, b-to-b event marketers, corporate trade show exhibitors—plus attendees at consumer events, b-to-b events and trade shows.
Fortune 1000 Insights. From spending, volume, investments, strategies and measurement, we give you topline and deep insights into the world’s greatest brands.
Event and Trade Show Attendees. From attendance intent to dwell time to purchase intent and which parts of experiences best connect them to brands.
