Study Confirms Explosive Growth for Virtual Events in 2009
An ON24 Survey of more than 10,000 executives shows marketing events shifting from the physical to the virtual. While the economy likely played a major role in decision-making, respondents also valued the convenience, flexibility and additional capabilities provided by online participation.
42% of respondents said they expect to participate in fewer physical trade shows in 2009, and 64% said they will have fewer physical sales kick-off seminars opting for virtual meetings.
"While physical events will always be an important part of a company's overall marketing, training and management strategy, virtual events have definitely reached their 'tipping point' in today's business world," said Denise Persson, ON24 Chief Marketing Officer. "The current economy makes online events alternatives very compelling, since they usually cost only a fraction of a physical one. But an equally important trend is that many employees are already participating in online social networking groups, so they are happy using these same behaviors to make the most of their company events. They are as comfortable developing relationships online as in person, and they prefer the greater amount of information and sharing that online events provide."
Respondents cited the social networking benefits of virtual events, including the ability to see a list of all attendees in advance (35%); to contact other attendees online throughout the event (40%) and to get information on people (32%) and companies (34%) they meet electronically.
The study showed that 61% said they would miss seeing people in person, but not surprisingly, only 34% felt they would miss traveling to other locations.
42% of respondents said they expect to participate in fewer physical trade shows in 2009, and 64% said they will have fewer physical sales kick-off seminars opting for virtual meetings.
"While physical events will always be an important part of a company's overall marketing, training and management strategy, virtual events have definitely reached their 'tipping point' in today's business world," said Denise Persson, ON24 Chief Marketing Officer. "The current economy makes online events alternatives very compelling, since they usually cost only a fraction of a physical one. But an equally important trend is that many employees are already participating in online social networking groups, so they are happy using these same behaviors to make the most of their company events. They are as comfortable developing relationships online as in person, and they prefer the greater amount of information and sharing that online events provide."
Respondents cited the social networking benefits of virtual events, including the ability to see a list of all attendees in advance (35%); to contact other attendees online throughout the event (40%) and to get information on people (32%) and companies (34%) they meet electronically.
The study showed that 61% said they would miss seeing people in person, but not surprisingly, only 34% felt they would miss traveling to other locations.
Tags: on24, research, survey, virtual events
© 2009 Created by Michael Doyle
