Digital marketing is a practice
that has established itself as fundamental in most business marketing
strategies. Many tools have emerged for its implementation. The webinar is one
of those tools that called our attention. The webinar is an online conference,
animated by a company on a theme to attract potential customers, who subscribe
to it free of charge and can attend the live or the replay. The audience has
the opportunity to interact and exchange with organizer through through an
instant chat interface. Therefore, marketers can offer their audience a collaborative
digital experience, through a simple and attractive format, at very attractive
prices.
Cost
Efficient
Some companies have specialized
in the organization of webinars (Frenchweb, GotoMeeting, Webikeo for example)
and some offer their services to companies wishing to offer this experience to
their clients ... for free! If not, other webinar suppliers may require a fee,
but in return they offer more flexible features and technical support to avoid
encountering bugs and other problems that may arise during the online
conference. To reduce this cost, marketers can involve partners in their
webinar and in return split the fee. As for the audience, it does not have to
travel and therefore avoids transport costs while taking part in this
interactive digital experience.
Interactive
Experience
Indeed, the audience can
participate in the online conference by asking their questions instantly and interacting
with the speakers in the form of a sidebar comment box. This allows the
speakers to best adapt their speech to their audience and to demonstrate the
virtues of their product or service in an optimal way. The webinar is therefore
an effective digital marketing tool to convince and show their credibility.
Marketers can include videos and conquer their audience (the use of video
increases the product or service understanding by 74%), who are generally
interested in the theme covered by the company as they subscribed on their own
to the webinar. Most of the time, the webinar is leading to physical
"one-to-one" meetings with the most interested participants.
Prospects
Lead Generation
Webinar enables the audience to
have visual image of the speaker’s company, which raises brand awareness
and increase the customer base. This tool enables marketers to target prospects
on a large scale as subscriptions to the webinar are free, opened and
unlimited. Speakers can position themselves as leaders in their domain linked
to the webinar theme, discuss their audience pain points and then expose the
utility of their products to a large audience. The more engaging the webinar
is, the more participants could turn as brand ambassadors and spread the word
on the speaker’s products to their network.
In conclusion, the webinar is
emerging as an important marketing lever; it is an interesting tool to
legitimize the image of the company, acquire leads and retain customers through
an interactive, inexpensive experience. Some call the webinar the new
"eldorado" of marketing. In the United States, 82% of B2B companies
have already set up this practice, in France only 10% to 15% of companies have
used this tool, a percentage that will undoubtedly increase.
Sources :
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