Webcasts Cost Time, Money. Marketers Ambivalent.
About half of marketers use webcasts in their mixes and half don't, according to Target Marketing’s research, “Marketing Mix Trends 2010-2016.”
The main reason marketers don’t appear to be diving into this channel as much as, say, social media, is this involves some intense investment. Time, energy and money have to go into other marketing tactics, such as live events and content marketing, in order to carry off webcasts — which shouldn’t be confused with the shorter timeframes of webinars, says Target Marketing’s analysis of six years of “Media Usage Survey” data.
The “Webcasts” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
This section of the “Marketing Mix Trends 2010-2016” study is previewed below:
Webcasts are more content-driven than many other forms of digital video marketing, such as webinars.
There is a shade of difference between the two terms: Webinars are comparatively short-form presentations (five minutes to, at the outside, an hour) specifically designed for consumption on the Internet, while webcasts consist of events (presentations, panel discussions, even entire conferences) presented to live audiences and are also available to an online audience.
A webcast does not exist on its own: In its purest form, it’s an outgrowth of event planning. Small wonder, therefore, that throughout the years of our surveys, roughly half of respondents can’t be bothered with this strategy. Another 20 percent or so (21 percent in 2016) keep their spending on webcasts consistent, year-over-year. And between one-quarter and 30 percent (29 percent in 2016) increased their spending.