Live events, also referred to in the industry as ‘experiential marketing’, are growing in scale and sophistication. Corporations are choosing to spend more time and dollars on live events because they deliver brand messaging effectively amid the growing noise in our daily lives.

In order to engage distracted audiences, companies are actively investing more in events and experiential marketing because live brand experiences have proven their ability to engage people more effectively.

Recently, Business Insider highlighted results from a 2015 Event Marketing Institute survey and tips from marketing industry insiders about the increase in events. The survey revealed businesses should initially focus more on defining their brand culture and then align any event mission statements around that to differentiate their features and drive attendance.

Event planners reported a 6% rise in their budgets overall for the year. More telling, over 58% of them said those budgets were funded directly by corporate, rather than being pulled from separate marketing budgets. Furthermore, 65% of them also reported seeing a direct sales lift as the result of experiential marketing, compared to 59% in 2014.

“Brands are finding new ways to reach their audiences, and that’s been trending for a while now, but it continues to accelerate,” said Chris Cavanaugh, who organizes the annual Marketing Nation Summit. Meaning, live events are closing the loop around today’s consumer, from the first engagement through to the final end-user action.

“Live experiences are gaining a bigger share of the pie because they draw on the basic needs of us as humans to connect and socialize,” Cavanaugh explained. “For a while, people thought we could just live online and stay at home in dark, dim-lit rooms eating bon-bons and never talking to people again. But we now know that’s not true. The combination of live engagement, dimensionalized experiences, and digital is proving to be the trigger for most brands’ products and services.”

Sanjay Dholakia, CMO at Marketo, agrees with that social sentiment. Dholakia sees what is driving the rise of events today, above and beyond their usual role as platforms for networking, education, sales, and business development.

“In this crazy digital, mobile, social world, we now have infinite channels, so there’s much more noise. It’s hard to get the signal through.” So in order for companies to be competitive in the event space today, Dholakia believes, “It’s no longer about lower cost, the best product, or the biggest brand. The basis now is: Who’s got the event relationships? That’s where the physical engagement is really important and powerful.”

Savvy associations around the world are embracing these company experiences as a primary driver to establish their mix of branding and events.