Online Event Marketing Technology Overview

Events are a highly valuable resource for obtaining qualified leads and encouraging customer engagement. Traditional events, such as business meetings, conferences and tradeshows, thrive on the face-to-face interaction that can help to develop long-lasting partnerships. Likewise, the real-time interaction supported by webinars and virtual events creates personalized experiences for customers and prospects that enable relationship building.

Events, for organizations, are considered to be any gathering that is planned and executed in order to attract attention from the organization’s target audience. The purpose of business events is to generate interest in the company’s products/services/brand and develop relationships between customers/prospects and vendors. While there are many formats that align with this definition, this report will focus on the technologies and tools that enable web/video conferencing, webinars, webcasts and virtual events.

Given the above criteria, Demand Metric defines Online Event Marketing as all of the tools, technologies and processes used to plan, create, organize, produce and analyze digital events. Digital events include web/video conferences, webinars, webcasts and virtual events & environments. These tools, technologies and processes offer various solutions from standard functionality, such as audio conferencing and event registration capabilities to advanced platforms that provide full-scale solutions for online, interactive events.

This Technology Overview covers the features and functionality of Online Event Marketing solutions as well as an overview of the how the Online Event Marketing landscape will evolve over the next 12-18 months.

This study covers the following sections:

• Executive Summary
• Online Event Marketing Vendor Landscape
• Evolution of the Landscape
• Analyst Bottom Line
• About the Research Analysts
• Our Technology Overview Methodology
• About Demand Metric