The following is a guest post from Jessica Ekholm, VP analyst at Gartner. Opinions are the author’s own.
On Feb. 12, Mobile World Congress (MWC) in Barcelona was canceled just over a week before its planned start date for fear of coronavirus spreading at the event. Last-minute cancellations of mega industry events, which have now expanded well past MWC, are causing major disruptions for new product launches and marketers at large.
Respondents to the 2019 Gartner Product Marketing Benchmarks Survey with more than $50 million in revenue ranked events, including third-party trade shows and first-party hosted events, as the second