Fifty-three percent of 300 senior marketing executives polled cite event marketing as the best tool to enhance and improve links to prospective customers, with 26% saying the segment delivers the highest ROI, according to the EventView 2009 survey from George P. Johnson, The MPI Foundation and the Event Marketing Institute. The poll also found 29% of marketers plan over the next year to move from event to experience marketing, which mixes live and online exposures to deepen brand connections, while a third of those surveyed report already having made this shift.

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