EXHIBITOR Magazine Unveils Social Media Marketing Report

September 20, 2018

The momentum behind the use of social media as a marketing tool is continuing to grow, according to the results of EXHIBITOR Magazine’s 2018 Social Media Marketing Survey, the fifth in a series of research efforts geared toward finding out how exhibit and event marketers are using social media.

“In 2010, EXHIBITOR surveyed 400 marketers to obtain benchmark data on everything from which social media sites were proving the most popular for marketing purposes to what corporate objectives, if any, social media was helping companies to achieve,” explained Travis Stanton, editor of EXHIBITOR. 

Since then, EXHIBITOR has surveyed nearly 1,000 exhibiting companies and charted the data against that 2010 benchmark, he added.

According to the data, the use of social media as a marketing tool has ballooned over the past eight years, with the majority of respondents saying that they not only have dedicated social media managers and/or departments to assist in strategizing, executing and measuring social campaigns but that they also make a habit of using paid features to heighten their messages on leading sites including Facebook, Twitter, Pinterest and Instagram.

“That’s a stark contrast to 2010, when social media was perceived as an entirely free marketing medium and roughly 85 percent of corporate social media campaigns were conceived of and executed by the marketing team, without the aid of dedicated social media subject matter experts,” Stanton said.

More than nine out of 10 marketers say their companies are currently using social media for a variety of purposes, including exhibit marketing (91 percent), event marketing (58 percent), and other general marketing purposes (95 percent), according to the study.

Stanton sited that event marketers who are tapping into the potential of social media marketing claim increased brand awareness, enriched relationships with clients and prospects, increased booth traffic and event attendance, additional press coverage and even increased sales as direct results of their campaigns, yet only one-third of marketers proactively set measurable objectives to gauge their social media efforts, and just a slight majority (57 percent) track any metrics to prove the success or failure of their social media campaigns.

While the majority of marketers are turning to the most heavily used platforms such as Facebook, Twitter and LinkedIn, other sites are gaining momentum and interest among marketers, as well. 

In addition, while only 5 percent of exhibitors were promoting their exhibits on Instagram in 2014, in 2018 that number has increased to 37 percent.

Results from the 2018 Social Media Marketing Survey, published in the September 2018 issue of EXHIBITOR magazine, can be viewed HERE


Don’t miss any event news! Sign up for any (or all) of our e-newsletters HERE & engage with us on TwitterFacebookLinkedIn & Instagram!

Add new comment

Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here. New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024. Enhanced Technology Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space. Refreshing New Design & Fine Art The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights. Sustainable Spectacles Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles. The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.