To look into the future, we sometimes have to look back

To look into the future, we sometimes have to look back

ON24-WebPred-2016_600x400It’s that time of year when everybody is making their marketing predictions and prognosticating the future of various elements of our craft. At ON24, we do the same thing. To be honest, most companies create “predictions” content as just another demand generation tool — and maybe we do the same too. That said, we really do spend a lot of time thinking about the future of webinar marketing.

Last year, we accurately predicted the increased growth of bottom-funnel webinars, video webinars, and the use of panel discussions. We may have been a little premature on the prediction that marketers were entering the syndication age (where webinar content immediately gets published to a variety of social sharing sites)… but we swear that one is coming really soon.

So how do we come up with these predictions? We do it by looking back. We observe webinars over the previous year, we look for emerging trends, we watch for new ideas, and study what leading companies are doing. This year we got a lot of inspiration from “Webinars that Rocked 2015,” our recent look at some of the best webinars of the year. Certainly one our predictions this year will reflect how companies have taken webinar branding and design more seriously. Suddenly webinars went from looking boring and generic to exciting and innovative. We are even seeing slide design evolving into a fine art. Some of the examples are amazing.

What I find most encouraging about doing these predictions every year is that we don’t have to look very hard to find new innovations. Marketers are always pushing themselves to try new things, to push the envelope of what is possible. It makes me excited to be a marketer. What will be the webinar marketing predictions for this year? Well, you will have to watch to find out. I can only tell you that there will be further proof that marketing is always pushing forward, we know that because we are wise enough to look back.

Mark Bornstein