George P. Johnson releases their 2010 Virtual Market Outlook Report

  • 24 Feb 2010 10:14 AM
    Message # 295940
    Deleted user
    2010 Virtual Market Outlook Report
    The current state of virtual events and guidance on creating
    effective online experiences


    Perhaps no other issue presents as much opportunity or challenge to the modern brand marketer, public relations executive or similar professional charged with designing corporate communication strategy than how to best adopt and integrate online communication platforms into the traditional integrated marketing mix.

    At the forefront of this conversation are virtual events and all the various formats that fall under that wide umbrella, from desktop sharing and webcasts, to 3D environments and multi-day conferences with trade shows. Even as corporate teams experiment with and in some cases wholly adopt virtual as a vital component of their go-to-market plan, the standards around virtual are at best nascent. Decision-making around budget allocation, data strategy, integration with other channels, experience design, measurement and other key areas lacks a well-defined framework. Simply put, the market is still figuring out the full potential of virtual and how to best harness its power.

    This lack of clear definition hasn’t hampered the pace of innovation. Sensing an emerging market, corporate teams, marketing agencies and technology providers are investing heavily in the talent, resources and tools to stitch together custom virtual solutions that drive corporate objectives. It’s this rush to develop a cohesive vision around virtual that necessitated the creation of this landmark 2010 Virtual Marketing Outlook Report, the largest study to date on the state of virtual events and how they are being deployed for optimal business impact.

    Based on a survey of 889 participants in the virtual market, the data and insights in the following pages indicate that in the face of economic uncertainty and driven by the need to constantly refresh how brands and audiences connect with one another, virtual is a bigger part of the conversation than ever before. One clear takeaway: now is the time to develop your strategy. It’s our hope that the 2010 Market Outlook Report and its future versions will provide you with some of the information you need to make more informed decisions, while at the same time enabling you to benchmark your strategy against peer organizations. It’s our privilege to facilitate this information resource you need to succeed right now and in the years to come.



    George P. Johnson is granting Ad Club members exclusive download privileges of this report.

    2010 Virtual Market Outlook Report.pdf

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