Engagement Marketing: A Case Study

On September 8, InterCall and industry leader MarketingProfs are teaming up to present Engagement Marketing: Interrupt Less and Interact More with Virtual Events and Environments. This free, one-hour webcast examines a real-world case study from ASI Corp, a leading distributor of IT hardware and software products.

Join us and learn how you can:

• Lower your cost per lead (CPL) and getting more qualified leads
• Expand your business into other geographies and cater to a global audience
• Use creative virtual event tactics to engage in two-way communication

Register now>>

Plus, all attendees will receive a free Frost & Sullivan whitepaper detailing how companies are leveraging virtual technologies to market to and communicate with their customers and prospects. 

We hope to see you there!

Eric Vidal is considered a leading voice and expert in virtual business, which expands from marketing to collaboration to learning. He has more than 15 years experience in developing, implementing and optimizing strategies in these areas for numerous organizations and Global 2000 companies. As the director of product marketing for InterCall’s event services, Eric manages the strategy and initiatives for the virtual technologies that include virtual environments, streaming, event management services and operator assisted services. Previously from WebEx, Eric managed the virtual classroom product, as well as brand advertising and new media. Over the last several years, Eric has held management positions at Cisco, WebEx, IBM, BBDO Worldwide and Macromedia.

Just What Are Virtual Learning Environments

Welcome to the Virtual Learning Blog, a place where we'll share and collaborate on virtual learning trends and technologies. This will be a forum for sharing best practices, trying to solve problems, providing tips and hearing directly from learning and development leaders that are utilizing these platforms. The technologies we will focus on will cover everything from virtual classrooms to virtual learning environments—and everything in between.

With that said, let’s start with virtual learning environments. Just what are they? According to the research arm of CLO Magazine, a high-level definition is the following:

An interactive platform designed to deliver training and allow instant access to content, subject matter experts and peers. These virtual learning environments can be customized, with multiple rooms, classrooms, resource libraries, forums, networking rooms and integration with social media.

Based on InterCall Virtual Environments and how I've seen customers use these types tools over the years, I would agree with this definition as it is intended—a broad overview of a technology that serves a variety of purposes. I do feel virtual learning environments can, and will, be more than this. What do you think? I would like to hear how you would add to or edit this description.

Eric Vidal is considered a leading voice and expert in virtual business, which expands from marketing to collaboration to learning. He has more than 15 years experience in developing, implementing and optimizing strategies in these areas for numerous organizations and Global 2000 companies. As the director of product marketing for InterCall’s event services, Eric manages the strategy and initiatives for the virtual technologies that include virtual environments, streaming, event management services and operator assisted services. Previously from WebEx, Eric managed the virtual classroom product, as well as brand advertising and new media. Over the last several years, Eric has held management positions at Cisco, WebEx, IBM, BBDO Worldwide and Macromedia.

Virtual Events: Where’s the Beef?

I attended my first ‘real’ virtual event today, and I have to say, it was pretty cool. This is a service that InterCall offers through Unisfair, a company that we recently acquired, so I’ve seen how it works, but never experienced it firsthand.

Today’s event was hosted by the American Marketing Association through their VirtualXchange series. I’ve been to plenty of on-site training sessions and conferences, and even though I sat at my desk for this one, I still got the same benefits out of it, and probably some extra perks (not having to leave my office is at the top of the list).

When I entered the lobby, I saw signs pointing me in the direction of the networking lounge, the auditorium where the presentations took place, a download center where I could get any information about the sponsors I wanted and the exhibit hall where I could chat with sponsor representatives. And what event wouldn’t be complete without some kind of goodie bag or raffle? This online event was no exception; there was a prize center where you could earn points in order to win giveaways.

So, how was the ‘beef’ of the event, the actual presentations? Did I get as much out of it as I would have if I were there in person? I would say it is about 90% comparable to the real thing. The presentations were streamed, so there were slides, pictures of the speakers and interactive Q&A, just like a live event.

Other pros:

• I didn’t have to sit in those standard event chairs (burlap covered foam and cardboard). Instead I got to stay in my comfy office chair and desk.
• I could still listen to the seminar while doing a few other urgent tasks that otherwise would have prevented me from attending.
• Asking a question resulted in less anxiety because the whole room didn’t turn to see the girl in the back of the room with her hand up.
• Using streaming kept me at my desk because I could only hear the presenter through my computer speakers (as opposed to using audio conferencing and web conferencing because I tend to wander with my cordless phone and not always watch my screen).
• I felt it was an efficient use of my time because I could make my own agenda based on my schedule. I wasn’t forced to spend a whole day in a hotel and meander through exhibit booths or sit around in a lobby until the presentation I came to hear was ready to begin.

I suppose you could say that some of these pros are also cons from a marketing perspective; however, feeling like I’m in control will make me a repeat attender and eventually a buyer.

Have you either hosted or attended an event in a virtual environment like this? What do you think are the benefits and drawbacks?

Jill Huselton is a senior marketing manager at InterCall. She's been in the conferencing industry for nearly 15 years, working in operations, account management and marketing, mainly based in Colorado. Before leaving the Mile-High City, she hiked a 14er, one of her top accomplishments. Now she's traded the mountains for the beach and works from a home office in North Carolina.