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Online Event Marketing Technology Overview

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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

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Online Event Marketing Technology Overview

  1. 1. Online Event Marketing: Technology Overview © 2014 Demand Metric Research Corporation. All Rights Reserved. Technology Overview By: Kristen Maida, Senior Research Analyst With: Clare Price, VP Research November 2014
  2. 2. 3 4 8 9 Executive Summary Online Event Marketing Vendor Landscape Evolution of the Landscape Analyst Bottom Line Table of Contents 12 About Demand Metric 10 11 About the Research Analysts Our Technology Overview Methodology
  3. 3. 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. EXECUTIVE SUMMARY Online Event Marketing: Technology Overview 3 © 2014 Demand Metric Research Corporation. All Rights Reserved.
  4. 4. © 2014 Demand Metric Research Corporation. All Rights Reserved. Technology Overview ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. To read the rest of this report, become a Demand Metric member today!

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