2024 has certainly been eventful year. Marketers have embraced data-driven personalization, automation and the growing power of influencers, among other key trends. And soon, a new year will bring even more new tools, tactics and technologies that will enable us to better reach and communicate with the audiences that participate in our trade shows and conferences. For the year ahead …
“AI will transform global audience acquisition and engagement.”
Anjia Nicolaidis, group director, international strategy
AI technology will address two of the biggest challenges in international event marketing — analyzing complex patterns in global audience market data and achieving genuine cultural relevance at scale. AI can pinpoint geographic markets with the strongest potential for growth and facilitate the development of targeted campaigns that resonate with local business cultures and preferences. In fact, my team is already leveraging AI-powered analytics to evaluate market opportunities and analyze campaign performance across countries and platforms. We’re able to fine-tune strategies, tactics and messaging more efficiently and effectively than ever before.
“Millennials and Gen Z will be critical for sustaining event participation and will force legacy trade shows to adapt their formats and marketing strategies.”
Caitlin Fox, vice president and marketing strategist
Having grown up with technology at their fingertips, Millennials and Gen Z bring behaviors, interests and values that significantly differ from those of previous generations. 64% prefer immersive experiences, personal relevance and immediate engagement — demands that traditional trade shows (reliant on static booths, transactional interactions and static marketing) can no longer meet. To engage these groups effectively, we’re working with clients to leverage data on how these generations engage and craft marketing campaigns that build excitement and anticipation well before events begin. Beyond that, we’re driving recommended changes to the on-site experience, ensuring it aligns with the expectations of these younger generations.
“M&A activity, the skilled worker shortage and leaner teams will challenge events in 2025, as companies feel like they can send fewer people and must focus heavily on ROI.”
Christine Johnson, marketing strategist and content specialist
To meet these challenges, events need a razor-sharp value proposition that makes attendance indispensable. Networking at scale is a key strength of trade shows and conferences — something no local gathering or online option can match. These events bring together an entire industry, driving critical information exchange, sparking business opportunities and building connections that matter. To amplify this value, events need to create more focused, meaningful networking experiences through activities like job-alike discussions, topic-themed lounges and interactive education sessions. I’m working with mdg clients to conduct audience research and refine messaging, ensuring growth strategies align with attendee needs to clearly communicate the unique value our events deliver.
“As event attendance levels out post-pandemic, finding new areas of growth will become more of a focus for organizers.”
Jess Hammett, marketing strategist
With recovery-mode behind us, focus is shifting toward future planning and identifying strategies for achieving sustainable, long-term growth. I’m working with clients to identify untapped markets by leveraging market data, macro and micro trends, attendee feedback and competitor insights. By developing tailored programming, targeted marketing and strategic partnerships, we can create value for both existing and new attendees.
“The increasing frequency and severity of extreme weather events will introduce new challenges and considerations for professionals in the events industry.”
Kimberly Hardcastle, president
Intense storms, floods, heatwaves, etc. will be more pronounced in 2025 (and beyond), negatively impacting air travel and the ability for attendees and exhibitors to get to and from our trade shows and conferences. We’re investing more time and effort into scenario planning with our clients, including comms plans that cover cancellation or change policies caused by weather occurrences in the destination where an event is held, or occurrences that impede travel to the destination.
“Audiences will adapt to generative AI at an accelerating pace, and marketers have to get smart about using it.”
Michael Engard, senior solutions specialist and lead web developer
At the tail end of 2022, ChatGPT arrived on the scene, and a new and exhilarating era of digital content creation began. Two years later, with Coca-Cola’s annual holiday commercial being fully AI-generated for the first time, the polar bear is officially out of the bag. Media-savvy consumers of all stripes are rapidly developing a nose for AI-generated content — they know intuitively, almost at a glance, when they are being shown text, images or video that was produced by an algorithm. At mdg, we’re integrating AI-powered tools into our design and development practices in a layered manner, reaping the benefits of faster, more efficient creative iteration without sacrificing the authenticity and human connection that technology can’t replace.
“Effective event marketing will require a blend of AI-driven insights and authentic human copywriting.”
Shereé Whiteley, senior copy director
I agree with Michael. The (seemingly opposing) demands for targeted, highly personalized messaging and authenticity will require both AI tools and a human touch. We’re preparing by using AI to enhance our understanding of different audience segments and their motivations, expedite the versioning process and expand our creativity — while ensuring copy remains deeply human, emotionally resonant and builds trust with every campaign.
“Storytelling will take center stage in 2025, as event organizers face a digital world saturated with content and rapid-fire information.”
Sara Fellows, director of social media
To rise above the noise, stories will need to resonate with audiences on a deeper, more authentic level. For mdg, this means intensifying our efforts to craft narratives that do more than just inform — they build lasting connections. From social media content that captures attendee moments to influencer campaigns that humanize brand messages, our focus will be on sparking emotions and amplifying the attendee journey. Event organizers who prioritize storytelling — such as the North American Veterinary Community — will see stronger brand loyalty and increased engagement.
“Marketers will increasingly adopt a more commercial mindset.”
Laura Davidson, founder & CEO of Tag Digital, mdg‘s Digital Media Partner
Sales and marketing are becoming more connected and a deeper understanding of the B2B buying committee is required to personalize digital and drive higher revenues. With 6-10 stakeholders in B2B decisions, it is our role to understand this group and their different needs. We are working to support our clients and build that emotional connection with their audience, always backed up by credibility. In a crowded digital landscape, the best thing you can be for 2025 is memorable.
A version of this article originally appeared in PCMA Convene.
