The Year at a Glance
The year over year analysis is fairly unproductive, if not just to drop jaws, when it comes to evaluating digital marketing trends from 2019 to 2020. Not surprisingly, the total number of digital experiences, from webinars to virtual events to on-demand and personalized experiences increased dramatically year over year. While conversion rates dropped slightly, we saw an increase in the average number of webinar attendees and their length of attendance. Even more importantly, engagement in webinars rose dramatically throughout the year, showing the strides towards creating more engaging webinars that marketers made have resonated with audiences.
OnDemand experiences exploded with more marketers adopting this strategy to lengthen the lifetime of their digital experience content.
This was also important as people navigated creating bingable experiences as audiences juggled the demands of home being merged with workday hours.
For personalized experiences the increase was dramatic. While COVID was an accelerator, the move to engage with specific accounts, be it for account-based marketing or renewals started this trend in years prior. An important insight is that even with growth the conversion rate from registration to these personalized experiences to attending the experiences remained the same at a healthy 46.46% in 2020.
