Event predictions for 2025

2024 for sure eventA whole year. Marketers have embraced key trends such as data-driven personalization, automation and increasing influence. Soon, the new year will bring even more new tools, strategies, and technologies that will allow us to better engage and communicate with trade show and conference audiences and attendees. For the year ahead, we predict…

— Anjia Nicolaidis, Group Director, International Strategy

AI technology will solve two of the biggest challenges in international event marketing – analyzing complex patterns in global audience market data and achieving true cultural relevance at scale. We have begun using AI to identify geographic markets with the greatest growth potential and develop targeted campaigns that resonate with local business culture and preferences. My team will continue to leverage AI analytics to assess market opportunities and analyze campaign performance across countries and platforms. We will be able to adapt strategy, tactics and messaging more effectively than ever before.

—Caitlin Fox, Vice President and Marketing Strategist

Millennials and Gen Z have grown up with technology at their fingertips, bringing with them very different behaviors, interests and values ​​than previous generations. According to a recent Freeman Trends Report, 64% of people prefer immersive experiences, personal relevance, and instant engagement—requirements that traditional trade shows that rely on static booths, transactional interactions, and static marketing are no longer able to meet these requirements. To effectively connect with these groups, we are working with clients to leverage data on how these generations engage so that we can craft marketing campaigns that build excitement and anticipation in advance of the event. In addition to this, we are driving recommended changes to the on-site experience to meet the expectations of these younger generations.

— Christine Johnson, marketing strategist and content expert

To address these challenges, events need a sharp value proposition that makes attending the event indispensable. Networking at scale is a key advantage of trade shows and conferences—something no local meetup or online option can match. These events bring the entire industry together, drive the exchange of key information, spark business opportunities, and build important connections. To amplify this value, events need to create more targeted and meaningful social experiences through activities such as work-like discussions, themed lounges, and interactive education sessions. I am working with MDG clients to conduct audience research and refine messaging, ensuring growth strategies align with attendee needs to clearly communicate the unique value our events bring.

—Laura Davidson, founder and CEO of Tag Digital, mdg’s digital media partner

With 91% of internet traffic dominated by video, event marketers must not only make video a priority but also focus on memorable content to stand out. Ideally, it’s structured as a funnel with multiple pieces of content—for example, an event promotional video for amplified reach, a speaker clip for engagement, and a hot reel for conversions. Humans respond to storytelling and emotion, so try something different like sharing how exhibitors have grown at your event as your company has grown. Remember, video is still an inexpensive medium, so you get the most bang for your buck.

Next comes data: Even as privacy demands continue to grow, data will remain the most valuable resource in 2025. Event marketers should prioritize events throughout the year to collect first-party data on engagement and protect themselves from changing cookie regulations. Event marketers can combat this challenge by ensuring content-focused digital marketing campaigns are running year-round, not just in the lead-up to an event. This can be thought leadership ads, white papers, brochures, and report downloads—all first-party data designed to drive engagement in the form of emails. Helpful tip: Repurpose content for greater value by using AI to convert long messages from channels like webinars into multiple social media assets.

—Jess Hammett, Marketing Strategist

With the recovery mode behind us, the focus is turning to future planning and identifying strategies to achieve sustainable long-term growth. I’m working with clients to identify untapped markets using market data, macro and micro trends, attendee feedback and competitor insights. By developing tailored programs, targeted marketing and strategic partnerships, we create value for existing and new attendees.

— Kimberly Hardcastle, President

Severe storms, flooding, heat waves, etc. will be more pronounced in 2025 (and beyond), negatively impacting air travel and the ability of attendees and exhibitors to travel to and from our trade shows and conferences. We invest more time and effort in scenario planning with our clients, including communications plans that cover cancellations or policy changes due to weather conditions at the event destination or weather that prevents travel to the destination.

— Michael Engard, Senior Solutions Specialist and Lead Web Developer

In late 2022, ChatGPT debuts, and an exciting new era of digital content creation begins. Two years later, polar bears are officially out of the closet, as Coca-Cola’s annual holiday ad was generated entirely by artificial intelligence for the first time. Media-savvy consumers of all stripes are quickly developing a nose for AI-generated content—they can intuitively tell when they’re presented with algorithmically generated text, images, or videos, almost at a glance. At mdg, we are integrating AI-driven tools into our design and development practices in a layered manner to reap the benefits of faster, more efficient creative iterations without sacrificing the authenticity and people that technology cannot replace. Connections with people.

—Shereé Whiteley, Senior Copy Director

The need for targeted, highly personalized messaging and authenticity (seemingly opposites) will require AI tools and a human touch. We’re preparing to use artificial intelligence to enhance our understanding of different audience segments and their motivations, speed up the version control process and expand our creativity, while ensuring copy remains deeply human, emotionally resonant and relevant in every marketing campaign Build trust.

—Sara Fellows, Director of Social Media

To rise above the noise, stories need to resonate with audiences on a deeper, more authentic level. For the Millennium Development Goals, this means stepping up our efforts to craft narratives that do more than just inform and build lasting connections. Our focus will be on inspiring emotion and amplifying the attendee journey – from influencer campaigns that humanize brand messaging to social media content that captures attendee moments. Event organizers that prioritize storytelling—such as conference and expo video highlights posted on Instagram by the North American veterinary community—will see stronger brand loyalty and higher engagement.

Kimberly Hardcastle-Geddes is the company’s president and chief marketing strategist millennium development goalsA Freeman Company, a full-service marketing and public relations firm specializing in B2B events.