MarTech

Gartner's 2026 mainstream marketing predictions have just landed, and if you run exhibitions or conferences, a few of them are closer to home than you might expect. Not all five are relevant to the events industry, but three of them describe problems that are already live for organiser marketing teams right now. Here's the Marketing Alchemist read on what they actually mean and what to do about them.

Most event marketing transformations fail not because of the technology, but because of the people. Understanding how to diagnose resistance, build momentum, and sustain progress is what separates initiatives that deliver from those that quietly fail six months in. A practical guide to change management frameworks.