Over 50% of Tech Companies May Not Participate in the 2021 Trade Show Circuit, New ARPR Research Concludes

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First report uncovering the future of tech marketing in a post-COVID world reveals that 97% of marketers value content over in-person conferences and events.

Marketing in a Post-COVID World

ARPR found that seven percent of respondents said their companies have already decided not to attend trade shows in 2021.

ARPR, an award-winning tech PR agency at the epicenter of the future of PR, today released the industry’s first set of data that reveals where tech PR and digital marketing efforts are headed in 2021. The research, entitled ARPR’s 2nd Annual Tech Marketing Data Report: Marketing in a Post-Covid World, surveyed 100 tech marketers from enterprise brands, growth-stage companies and startups alike. The respondents represented technology companies such as Amazon, Cox Communications and Rackspace. The full report can be downloaded for free by clicking here.

“In the weeks and months that followed the initial wave of the pandemic, executives, sales reps, HR and even product engineers have looked to us - the communications experts - for guidance,” said Renee Spurlin, senior vice president of analytics and digital marketing at ARPR. “With this report, we’re now looking beyond that initial wave at the longer-term impacts of COVID-19 on how we communicate our brands and market our products and services.”

Notably, ARPR found that seven percent of respondents said their companies have already decided not to attend trade shows in 2021, while another 49% are unsure. In part, that may be because marketers are driving results in other channels, according to the survey. When trade shows first cancelled and outside sales reps faced travel bans, software marketers reallocated resources to digital efforts. ARPR found that an overwhelming 97% of tech marketers said they’ve “definitely” or “somewhat” been able to prove the value of digital marketing to executives during COVID.

Added Anna Ruth Willams, ARPR’s founder and CEO: “Our survey points to a moment of reimagination for software marketing departments. Whereas marketing calendars used to be centered around live events, they’re now transforming into content-driven machines. We’re confident this report will help technology marketing teams make smarter investments for their marketing strategies in 2021.”

Download ARPR’s 2nd Annual Tech Marketing Data Report: Marketing in a Post-Covid World at arpr.com/resources/report-post-covid-marketing-statistics.

About ARPR
ARPR is an award-winning tech PR agency at the epicenter of the future of PR. Headquartered in Atlanta, ARPR helps its clients’ reputations thrive and their sales pipelines prosper through highly-integrated marketing strategies that push the limits of what a public relations firm can achieve. Since 2012, ARPR has twice been named Small Agency of the Year, dubbed a Best Place to Work six times, was honored as the 2016 Technology Agency of the Year and the 2018 Agency that Gets Results. For more information on ARPR clients and services, visit http://www.arpr.com and follow @AR_ _PR on Twitter and Instagram.

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Taylor Spung
ARPR
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