The rise of event marketing in 2025

Traditional marketing messages are increasingly being tuned out. Consumers are overwhelmed by digital noise and trust in online content is declining. As a result, event marketing is becoming a key player in the marketing mix. 

In 2025, brands are shifting towards real-world experiences that foster authentic connections. According to Accenture’s Life Trends 2025 report, people are seeking more meaningful, offline interactions as a response to digital distrust and content overload. But what’s driving this change, and what should marketers expect?

The numbers tell the story

Event marketing isn’t just growing, it’s booming. An impressive 95.5% of event organisers are incorporating virtual events into their strategy this year. For B2B marketers, webinars are proving their worth, with 89% reporting that they generate better-qualified leads than other channels.

Beyond these statistics, broader consumer behaviour trends from the Life Trends 2025 report are shaping the rise of event marketing:

• Trust issues in digital spaces – 62% of people say trust is a key factor in engaging with brands, up from 56% last year.

• A shift towards real-world engagement – Consumers are seeking more meaningful, offline experiences.

• A demand for immediacy – 55% of people prefer quick, impactful interactions over traditional marketing approaches.

Why events marketing is booming

People are growing tired of ads and polished digital content. They want brands to offer something real. Event marketing creates a space where brands can:

• Build trust through face-to-face interaction.

• Deliver immediate value instead of passive content consumption.

• Provide immersive experiences that digital channels alone can’t replicate.

The pillars of modern event marketing

Hybrid experiences

Gone are the days of choosing between physical or virtual events. The most effective events in 2025 combine both, making experiences:

• More accessible, allowing attendees to join in person or remotely.

• Flexible, catering to different audience preferences.

• Engaging, with digital elements enhancing live interactions.

Enhancing connection with technology

AI-generated content is fuelling trust issues online. Nearly 60% of people are questioning the authenticity of what they see. Events offer a way to counter this by providing genuine human interaction. That said, technology still plays a role:

• VR and AR create immersive brand experiences.

• AI-powered personalisation tailors event content to individual attendees.

• Data insights help refine engagement strategies in real-time.

Personalisation is no longer optional

Consumers expect tailored experiences. Advanced analytics make it easier to customise:

• Event agendas based on attendees’ preferences.

• Personalised networking opportunities.

• Follow-up content and offers that feel relevant rather than generic.

Participation over passive consumption

The most successful events in 2025 are those that invite attendees to get involved. Brands that offer:

• Interactive sessions (live Q&As, polls, gamification) see higher engagement.

• Co-creation opportunities, where attendees help shape the event and build stronger loyalty.

• Sensory experiences, particularly in-person, create memorable moments.

What does this mean for marketers?

Event marketing is a shift in how brands connect with their audiences. To stay ahead, marketers need to: Embrace hybrid formats to reach broader audiences, prioritise authenticity to combat digital distrust and leverage technology smartly, enhancing but not replacing real interactions.

Make events participatory, ensuring attendees feel involved rather than passive observers.

Consumers want more than another ad or email. They want to connect, engage and participate. In an era where digital fatigue is real, events offer something precious: genuine human connection, enhanced by technology rather than replaced by it.