The State of Webinars, 2018

The State of Webinars, 2018

Video, on-demand, and ABM are factors to watch Video, on-demand availability, and even ABM. Those are some key factors in the growing importance of webinars as part of brand content marketing strategies, according to the recently released ON24 "2018 Webinar Benchmarks Report." "Video is growing slowly," he said. Nevertheless, the global benchmarks survey shows 22% of all webinars featuring video, a growth of 4% over 2017. More strikingly, the EMEA data shows video use at 31% — a statistic, Bornstein agreed, which suggests that if webinar creators can use video, they will. If a brand is marketing to Fidelity, for example, they can create Fidelity-relevant content and invite a Fidelity audience. No less than 35% of webinar attendees consume the content after the live webinar has taken place. "You can still ask questions. Prominent use of webinars on brand landing pages can create instant interactive engagement. When Bornstein presents webinars himself, he always starts with housekeeping instructions — how to ask questions, where to click to interact with other assets — collecting data about attendees "even before I show the first slide."

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ON24 has released its annual webinar benchmark report. Video, on-demand, and ABM are factors to watch

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Mark Bornstein, ON24

Video, on-demand availability, and even ABM. Those are some key factors in the growing importance of webinars as part of brand content marketing strategies, according to the recently released ON242018 Webinar Benchmarks Report.” ON24’s VP of Marketing, Mark Bornstein, took me deeper into the findings.

“Video is growing slowly,” he said. “One problem is that people don’t want to be on camera.” It’s not necessary to use video throughout a webinar, of course; it could be just one feature, or even just a clip in a presentation deck. Nevertheless, the global benchmarks survey shows 22% of all webinars featuring video, a growth of 4% over 2017. More strikingly, the EMEA data shows video use at 31% — a statistic, Bornstein agreed, which suggests that if webinar creators can use video, they will.

Brands which are creating webinars are also creating more of them. “It used to be the once a month, or once a week thing,” said Bornstein. Now brands are finding that webinars are not just top-of-funnel tools. “I’ve got 500 people registered, 250 show up, job done.” Those days are over, Bornstein said. Brands are finding that tailored webinars such as product demonstrations — “You can’t ask a video questions” — are helping drive prospective customers further along the journey.

This even fits an ABM strategy for B2B brands. Webinars don’t have to be designed…

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