More and more marketers are turning to experiential, but there are still major factors stopping it from reaching its full potential, according to recent research by MICE Group. The industry now faces a challenge to effectively define the medium and prove its worth. Pete Roythorne tackles the issue with MICE Group creative director John Young.

Following on from this video, EVENTS:review has asked a cross section of industry figures whether experiential marketing can deliver in the long term. Their views will be run in a series of articles over the next few weeks. This week the exhibition innovator, the industry body and the experiential agency…

Click here to read the full responses

To download a full copy of the report, Experiential Marketing: It Works, click here