The Year at a Glance
2021 saw a slight decline in the total number of webinars produced, with a 8.17% decrease in events when compared to 2020. However, this is still an increase of 135.57% when compared to 2019. The Center for Marketing Transformation considers this a leveling out in the total number of digital experiences. Conversion rates from 2020 to 2021 remained relatively stable.
This trend is an area of opportunity for marketers to better understand the registration funnel for attendees and update their tactics to better accommodate the shortened promotion cycle required for digital experiences. There is also a lot to be learned in how marketers can share additional content and build audience engagement before an experience even begins.
Audience engagement in experiences saw significant gains in 2021.
Average length of attendance rose 7.99 year-over-year. Additionally, engagement during experiences, measured by an audience member’s average interaction with engagement tools, polling, content, etc., rose 31.45% year-over-year. Calls to Action taken year-over-year also increased exponentially, with Book a Meeting growing 1028.06%
Curated content experiences continued to grow in popularity. Total experiences grew 30.73% from 2020 to 2021. This will become increasingly important as marketers adopt buyer enablement strategies. Conversion rates for these experiences also increased year-over-year by 15.08%.
ON24 customers also increasingly used personalized experiences to engage target audiences. Audiences actively engaged in these targeted experiences and converted at 18.46% higher than 2020. Engagement with CTAs in these experiences also increased dramatically, more than 3,106.82%.
