Business-to-Business Advertising in the Current Environment, Webcasts and Webinars
These are among the most sophisticated usages of digital media in the business-to-business advertising world. They require a great deal of effort on the part of the advertiser to construct a useful and interesting message.
By working with a qualified media partner, an advertiser can often set up a turnkey operation where all they are required to do is produce the content and possibly present it. The media partner runs the event, finds and qualifies the audience, introduces the speaker, gets questions, and forwards the names of all registrants.
It is very important for the presenting company to know the audience and a little about their interest level in the subject being presented. This will help the presenter to keep the content flowing without losing the audience. It is critical in webcast to hold the audience’s attention. Because the audience is usually time-compressed, it is necessary to remain focused with the webcast presentation.
Rather than making your webcast presentation a product sales pitch, it would be better if the content focused on real-world applications and problem solving. This gives the speaker more credibility and keeps the audience tuned in. By educating the audience, the speaker will keep them interested and attentive.
There are single webcasts and multi-topic webinars or online trade shows available. Usage of these will depend on the subject matter, availability of the audience, and level of interest to be successful. Multi-topic or multi-presentation events are much more difficult to arrange and, again, using a turnkey provider is the best plan.