JP Morgan Asset Management vice-president Steve Nutbeam said the changes that companies had to make to their events programmes, "almost over-night" when the economy collapsed, will likely remain a permanent fixture after the recession.
"The events industry had to adapt by looking at alternative ways of planning and producing events," Nutbeam said in the Grass Roots report. "More than ever, people began exploring webcasts, digital and hybrid events. They became hot topics on marketing agendas and have become much more common."
"Post recession, I believe that companies will remain more receptive to alternative meetings solutions and continue to explore ways to integrate technology into events," added Nutbeam. "However, face-to-face events will still make up a large percentage of event calendars and will continue to be a key part of marketing strategies."
Barclays head of events Sarah Wright said corporate events are likely to continue as normal provided they have a valid return on investment and objectives.
"People are coming back around to face-to-face events as a key element of customer and employee engagement, and therefore, taking the business forward," said Wright. "Customer-facing events are vital, so I see the number of events taking place continuing in 2010."