 reek philosopher Heraclitus once claimed, “The only thing constant is
change.” Indeed, in the past two decades we’ve witnessed the birth and
global adoption of social media, the maturation of the worldwide web,
and the evolution of mobile devices from clumsy handsets to streamlined
gadgets that are so intelligent we’ve dubbed them smartphones.
But when it comes to the application of technology as a marketing
implement, that constant change Heraclitus was referring to, along with
the aforementioned omnipresence of all things electronic, presents a
conundrum of sorts. With most custom exhibits designed and built over
a span of several months — and most exhibit-marketing budgets outlined
and approved annually — proactively selecting and implementing any
given technology or combination thereof is risky at best and career-ending
at worst. After all, what’s considered “in” today is likely to be ancient history
by the time it makes an appearance on the show floor. Just staying up
to speed on the cutting edge of marketing-related technologies
takes more time and effort than memorizing both “The Iliad”
and “The Odyssey” — while playing “Angry Birds.”
To help make that epic challenge a little less
daunting, and to determine exactly how such
technologies are actually impacting face-toface
marketers, EXHIBITOR issued the 2012
Marketing Technology Survey. When
compared to the baseline established
two years ago via our 2010 Marketing
Technology Survey, it appears a greater
percentage of companies are turning
to technology to meet an entire host of
marketing objectives.
About the Research: The 2012 Marketing Technology Survey was conducted
by Exhibitor Media Group. A total of 187 marketing professionals completed the survey
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