Event Marketing Software Market Size (2024 – 2030)

The Event Management Software Market was valued at USD 7.1 billion in 2023 and is projected to reach a market size of USD 16.5 billion by the end of 2030. Over the forecast period of 2024-2030, the market is estimated to grow at a CAGR of 12.8%. 

Event Marketing software assists organizations identify their target audience, as well as analyse and market their events through the use of event pages, emails, social media, and mobile technologies. The software is meant to cover all aspects of event planning, from the planning to the post-event phases. It comes with a variety of features that may be utilised to speed up event management and cut down on time-consuming duties. The program offers in-the-moment insights about the event, giving users the chance to interact with the event’s performance. Furthermore, it aids in the management of multi-channel marketing initiatives as well as the observation and analysis of attendees’ decision-making processes. The usefulness of mobile apps for events is a contemporary advancement in event technology. The uses of event mobile apps are several. They can be applied to manipulate largely static data, such as the schedule, speaker biographies, and general FAQs. Using communicative tools like real-time polling, audience participation during a speaker Q&A or the generation of interactive word clouds in real-time, Event Marketing Software further promotes participation and engagement from the general public. Various event planners can communicate with one another by using mobile event apps. Through the utilisation of alerts, notifications and push messages, planners can communicate with members. Through the utilisation of surveys in the application, they can also be utilized to gather public input.

Key Market Insights:

• With the expanding lifestyles of the people, demand for innovations has arisen in hosting events. Resultantly, companies and consortiums have started to focus on hosting theme-based meetings and events at attractive destinations to strengthen their brand image. In addition to above, the growing organization of social events, such as awareness gatherings, social service, and fundraising events, even those planned by SMEs for marketing purposes, are boosting the demand for Event Managing Software.

• According to Social Tables, in a latest event marketing survey, 52% of respondents mentioned that event marketing drove higher business value to them than other marketing channels. Such statistics additionally encourages new players' market entry, rising the demand for mobile-based event management software solutions as they help in gaining actionable insight that can be utilised by businesses to fulfil various business goals.

• The escalating number of public events being organized across the globe also creates a favourable outlook for the studied market's growth. For example, the number of concerts and festivals promoted by Live Nation had grown from 29,592 in 2017 to 43,644 in 2022.

Event Marketing Software Market Drivers:

Rising adoption of advanced data analytics solutions driving market growth.

Advanced analytics is a comprehensive set of analytical techniques and methods designed for aiding Event Management Companies trends and patterns, solve problems, and accurately predict the future and drive change using data-driven and fact-based information. They assist enterprises by offering sophisticated algorithms and analytical techniques, which assist ineffective decision-making. These tools help Event Management Companies with average skills and staff to explore data and enjoy the benefits of augmented analytics.

Escalating Demand to gain actionable insights from Events to fuel market growth.

With the continuously flourishing event industry, event planning companies are eyeing on gaining actionable data from the past events and make decisions to drive the organizational growth. Event data is crucial for event planners to track attendance, social media engagement, and measure the event’s success. Event management software can be combined with various business systems, such as customer relationship management (CRM), collaboration tools, marketing, and sales software to leverage the existing customer clientele and generate new conversion rates and sales leads.

Location data and geographical information from the customer’s devices like smartphones or tablets allow event players to connect their digital marketing strategies with prospective participants, thus permitting them to connect with their targeted audience. For example, this software assists corporate event organizers to access the information about attendees travelling from different places so that they can advise event attendee for lodging and transportation to the event venue.

Extreme growth of Social Media advertising and marketing to aid global market growth.

Social media is a robust and free online platform, which is assisting event planners to support their business goals. Social media advertising and marketing enable event planners to track their website traffic and get more clients, as well as assist in shaping the reputation of the organization. Event planners are using social media platforms, such as Twitter, Facebook, LinkedIn, and Instagram, for their social media outreach. Thus, the use of social media for event marketing is likely to boost the event management software market development during the forecast period.

Event Marketing Software Market Restraints and Challenges:

Expensive initial cost and complex integration of Event Marketing Software to encumber Growth

The integration of Event Marketing software solutions with CRM systems helps event planners to plan, promote, and track all the activities easily. However, integrating this software with CRM or other business functionalities is complicated as it needs high technical expertise. Lack of technical knowledge, especially in SMEs, would result in failed integration of this software with other business systems, leading to the loss of significant business information. Furthermore, the high initial costs, along with the lack of expertise, are some of the major elements impeding the market growth rate. With the introduction of advanced products in the market, new technologies need more investments in research & development (R&D). There is a huge amount of pressure in the IT industry to launch new and better products, such as drones, Virtual Reality (VR) systems, and impressive advancements in automation technology. All of these products need new parts, coupled with intense R&D. There is a sizable deployment that goes into product development, which helps enterprises add new technologies and features.

Event Marketing Software Market Opportunities:

Gamification is the process of creating game-like systems around content, whether that be by making teams, rewarding points for tasks or tracking completion. Organizations across industries are focusing on gamification to give high-quality experiences through events. Event organizers are applying gamification as a tool to push attendees’ engagement. Event Gamification enables organizers to accomplish event goals, while it also enables them to create a fun-filled memorable experience for event attendees. It works on the basis of accessing the emotions of attendees and offers various advantages, including creating a relaxed atmosphere, boosting attendees’ confidence making communication easy and effective and generating a feeling of common purpose. The event organizers utilize various gamification methods, including social media engagement, Question and Answer engagement, networking games, social programs and teamwork games.

EVENT MARKETING SOFTWARE MARKET REPORT COVERAGE:

Event Marketing Software Market Segmentation: By Deployment

• Cloud

• On-premises

On-premises segment to lead the market with significant market share. Deployment of Event Marketing Software on the on-premises infrastructure permits event planners to store their data on the premises of an organization, which facilitates them to gain control over their data. On-premises deployment minimizes costs associated with servicing as it comes with one-time licensing fees. Therefore, as organizations tend to depreciate their hardware and software expenses, event planners are more certain to remain at the on-premises deployment.

The cloud deployment segment is expected to flourish in the future years. It permits organizations to gain control over the system and data, with increased security and support. Key players are continually deploying in research and development activities in launching new products.

Event Marketing Software Market Segmentation: By Enterprises Size

• Small and Medium-sized enterprises

• Large enterprises

Large Enterprises are likely to drive the market growth in the future. Event planning teams are getting more stronger, with the growing number of events happening worldwide. This Event Marketing Software helps large event planning companies to quickly have a communication channel between their teams and carry out event functionalities in an effective manner. The adoption of this software is more among large enterprises as the deployment of this solution is expensive and requires a personal data centre, which is affordable mainly by these organizations. Also, the need for the software to manage event-related activities such as marketing, customer engagement and reporting and analytics is more in large enterprises due to the frequent occurrence events.

The adoption among SMEs has exhibited the fastest growth in terms of CAGR, mainly due to the rising inclination of small and medium-sized event planners towards optimizing and automating their business functionality. Additionally, large enterprises are collaborating with SMEs to share the latest technology advertising campaigns and public platforms.

Event Marketing Software Market Segmentation: By Region

• North America

• Asia-Pacific

• Europe

• South America

• Middle East and Africa

In North America, financially stable economies such as the U.S. and Canada are always welcoming to new and emerging technologies. Also, these countries have been consistently investing in advanced technologies to gain reliable and efficient services. Vendors in North America are adopting advanced technologies to fulfil user demand for better marketing of events, collaboration and integration tools, and data analytics. One of the significant elements which is increasing the growth of this software is the presence of established players, coupled with the occurrence of small players in the region. The growing demand for efficient Event Marketing Software in the region has resulted in collaborations between companies and event organizers.

COVID-19 Impact Analysis on the Event Marketing Software Market:

Escalated adoption of virtual events due to COVID-19, rise in demand to manage large volumes of data and automate event management tasks, compelling need to save time and money with real-time data analysis, rise in demand to capture actionable business insights from events, and growth in the usage of social media for event marketing are expected to be the major factors driving the growth of the market.

Latest Trends:

Event Marketing Software has become highly beneficial for third-party planners compared to in-house planners, as third-party planners plan more than a single concert or show at any time of the year. Some famous events and festivals include Classic East, Sao Paulo Trip, and Outside Land Music and Art Festival generates revenue millions of dollars each year. Such colossal revenue involvement makes media and entertainment events one of the toughest events to plan, unlike events hosted by several other sectors, such as the educational and industrial ones. In addition, downtime in any event organizing process has a terrible impact on the event's reputation. In many cases, many media and entertainment events were hosted for charity purposes; hence, any disturbances in the planning process or the software may dent the organizers' reputation. As most media and entertainment events are tied up with high revenue movements, analytic tools and event management and marketing software are highly beneficial to event organizers.

Key Players:

1. Eventbrite

2. Cvent

3. EventMagix

4. CON.FO

5. GiveSmart

Recent Developments

• In January 2022, Aventri joined with MeetingPlay, a creative solution provider for in-person, virtual, and hybrid events. The new event software powerhouse would synergise the strengths of both companies to offer a complete full-service solution for meetings and events of all sizes.