Challenges facing marketing in 2020

Are the future of trade shows at risk?6

77% of respondents rated trade shows as being a good means of lead generation – ranking them middle of the pack compared to other lead sources.

Given that trade shows are now postponed until 2021 or indeed indefinitely (for the foreseeable at least), marketers need to find alternatives. We should expect to see a greater shift to organic search, content and ShipServ pages, which were rated as an excellent means of lead generation by respondents. Again, this reflects the general trend to move away from media where engagement and tangible ROI are not clear.