Magic Quadrant for Event Marketing and Management Platforms
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
This research reflects the growth of the market, and the growth of in-person events in general. The market has shifted focus from virtual events to in-person capabilities. Virtual events have declined, with demand now focused on built-for-purpose webinar tools rather than multitrack, multiday virtual events. The percentage of marketing program budget invested in in-person events has surpassed pre-COVID-19 levels. This Magic Quadrant focuses exclusively on stand-alone event marketing and management platform solutions. The market is expected to consolidate through mergers and acquisitions over the next year.
A: A vendor's appearance in a Magic Quadrant one year and not the next does not necessarily indicate that Gartner has changed its opinion of that vendor. It may be a reflection of a change in the market and, therefore, changed evaluation criteria, or of a change of focus by that vendor. Vendors are reviewed and inclusion criteria are adjusted as markets change, which can result in changes to the vendor mix over time.