Webcasting Heyday Has Passed

The heyday of webcasting as a marketing tool has likely come and gone already. This prediction comes just as webcasts caught on in 2003. A mere flash in the pan, so to speak.

So reports Sam Whitmore, editor of Media Survey, in his column appearing on Forbes.com.

He is referring to TV-like webcasts used as online infomercials to generate marketing leads — not other kinds of webcasts.

His prediction goes against some of the market wisdom out there. For instance, he reports the results of a survey by Boston-based Bitpipe, forecasting that “tech marketers’ use of Webcasts will rise 25% in 2004, the highest jump among any form of direct marketing measured in the survey.”

Yet, he says that webcasts won’t make it because they are costly to produce and not a very efficient way of generating leads for vendors. Moreoever, he believes that from a viewer’s standpoint, webcasts are not popular because they are just plain dull. And your name gets put into a marketing database with all the ongoing downsides that brings.

For all the small tech startups out there trying to make a go of it by offering webcast services, as well as large companies looking for targeted ways to market products online, Whitmore’s contrarian prediction is something to consider. What does he predict will be a better online direct-marketing tool? He says to watch pay-per-click advertising in 2004 — and all the innovations expected to come there.

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Anita Campbell

Anita Campbell Anita Campbell is the Founder, CEO and Publisher of Small Business Trends and has been following trends in small businesses since 2003. She is the owner of BizSugar, a social media site for small businesses.

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