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Web Presentation Marketing: Integrating Into Your Arsenal

Web Presentation is a powerful to reach across the wires to the very customers who you can help. It is the society’s answer to the drive through need for exchange of information from experts. However, just like any technology, web presentations abide by the laws of technological evolution, least of which is Schumpeter’s creative destruction. Currently, the web presentation is at the point of the category renewal. Certainly, in business lingo, webcast and others are part of weekly use by the leaders. There has been a slow down in the thought leadership around this marketing tool. It is difficult to locate searching for best practices.

Creative Destruction and innovation

Source: Strategic Management Class at the Graduate School of Business at Pepperdine University

Although various web presentation methods share a common goal – moving customers by stimulating their interest through engaging, educational, and/or entertaining content, there are key difference between different methods.

Key Definitions

  • Webinar – a term marketing people use to describe their regular online communications programs for lead generation and customer outreach. (ON24)
  • Webcast – a presentation delivered over the web that is more “broadcast” (one-way to the audience) than interactive. This difference from webinars matters because webcasts can be to larger audiences and can be recorded and replayed (CBS News, 2011)
    • Tend to be high-profile live events, often created using HD video equipment and broadcast from a conference venue, TV studio, or corporate videoconferencing room. Producers ensure every detail is perfect, creating a high-impact experience for the viewer. (ON24)
  • Web Conferences – tends to be smaller groups of people and tend to be much more interactive in nature. There tends to be application/desktop/screen sharing with a much higher likelihood for transfer of control to participants. (Lynn Rockwell, revuezzle.com/)
  • Broadcast Video – enterprise-level offering for webcasts; the focus is not just on outward-facing presentations for lead generation purposes, but in-house meetings and “town halls,” an increasingly important feature for companies with dispersed, remote workforces. (Kim Davis, The Hub, January 13, 2016)

Current State and Challenge

  • Onset of consumerization and bring-your-own-device (BYOD) trends (Frost&Sullivan)
  • The effectiveness of webcasts is contingent on not only creating compelling content, but also delivering it in ways that keep the audience engaged. (Frost&Sullivan)
  • SaaS-based enterprise webcasts grew at a robust 22.7% in 2013 (Frost&Sullivan)

Future State: Direction of Trend

“Show, don’t tell” has become a powerful mantra for effective webcasts.  A recent survey of more than 250 users revealed the strong need for video; 62% of the respondents said video is the most essential feature of a webcast, and 50% requested more video in webcast presentations (Frost&Sullivan)

Available Framework for Integrating into Marketing Mix

Leaders need to think of web presentations not as a single event but as a web experience. It is a tool of any marketing mix and should be considered. Although it is a myth that 67% of the sales journey is done digitally without involving sales, sales is still involved in the process but requires to be more prepared to deal with much better informed customers and prospects (Megan Heuer, SiriusDecisions, 2013).

Web presentation can work to fill all points of the customer’s journey. Interacting with human in real time is an important component in building trust. An important element to the dimensional of a customer journey is Bloom’s Taxonomy. Surprisingly, little to any web presentation mentions this powerful learning tool practiced by teachers. Marketing and sales using the verbs appropriate for the nature of the presentation.

There is a simple yet very intuitive table that can help shape the conversation with your audience.

ipadagogy-wheel-001

Source: Larry Ferlazzo, May 25, 2009
Note: Dianna Fisher, Oregon State University, 2011 I highly recommend to utilize the following verbs and actions in your presentation

Advance Techniques of Using Webcast in Marketing 

Web presentations can help marketers and sales acquire real-time information or confirmation on where in the customer position in the customer journey. Content can be created specifically to determine if the marketing automation’s assumption. Failure of attendance or questions can be a clear indication that the content is not stimulating any response (assuming that ignoring any marketing is the natural steady state of a customer).

Web presentations can be used in the Marketing Automation (MA). In essence, parts of marketing and sales can be done profitably by computer. Web presentations by their very nature required tremendous human effort and commitment. While MA is standardized, webcast is customized. Yet, the key elements and data feeding the two tools are very similar. What I envision, is that MA would bucket the possible subjects and corresponding customers and prospects. The system can also create time sensitivity to see if, based on CRM and other systems, customers like to consume content at various time periods (weekends, 7am to 9am).

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