Do you know that there is a sharp increase in the demand for video content across platforms?
Video is a crucial aspect of the marketing strategy for about 61% of enterprises.
A webinar session was conducted during Content Marketing Institute's Demand Gen Summit. It was hosted by Stephaine Stahl, General Manager at CMI, and was attended by Elaine Portnoy, Senior Manager of Content at Arena, and Piyush Saggi, who is the CEO and Co-Founder at Parmonic.
Below are the key moments of this webinar. And mentioned below are some of the key takeaways from the webinar session followed by the video moments of the full Webinar.
- Nowadays, most marketing experts are using video as their most important customer engagement tool. Consumers want brands to use social media to share videos because they engage with them the most.
- Webinars are much, much bigger, and much more expansive. They have an impact way beyond just the live event. They have an impact that is way beyond the imagination and are an excellent content creation format.
- So, there are two important things to draw your attention to webinars are:
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Make every webinar touchpoint better
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There is a lot that happens before and after the webinar
Attention-Breaking Metrics of Webinar Marketing by Parmonic
- Imagine a 22-second pre-webinar video ad can be converted into a gift, put inside of an email to promote and announce and even create a splash.
- Email is one of the most powerful channels in the world of B2B marketing.
- The registration page, is being harnessed by all for ages now. What's the prospective client's email address? It's paramount because that's how we get measured about our impact on the pipeline.
- Social media is built for video content and paid social is another great avenue for utilizing video assets to promote upcoming webinars. Posting a video next to the registration page increases registrations by almost 16-18%.
- Marketers need to capitalize on the on-demand page experience. This is the channel that was almost made in the heavens for video content. We have to learn from the success of TikTok, which started as a 15-second channel and now has three-minute channels.
- Another very important aspect is Personalization. There are all these data privacy laws and regulations that are coming in the way making personalization extremely hard.
- So, instead of being stuck on getting more data, in order to better personalize a different and easier, and more practical approach is the cupcake platter approach. It is better to grab tiny, interesting bite-sized pieces from a long-form webinar recording or a virtual event recording. Make these recordings impactful, solve them on a platter, and let your audience choose their own personalization journey.
- We're using webinars as part of our content program; we're using them kind of as a wrap-up for our campaigns. We have very focused campaigns that we're targeting this year, so they may be on industry-specific campaigns or a specific pain point that our audiences are realizing and so we're taking campaigns and we're delivering a series of content throughout that campaign. A combination of both long form and short form and that webinar is kind of the summary of it all.
Do know more in detail and check out the live Demo of the key moments made with Parmonic's AIor Book a demo with us to explore more.
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