Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

142 BUSINESS-TO-BUSINESS INTERNET MARKETING
monplace and available to the Internet majority, it may be risky to execute
a virtual seminar that is completely live or wholly multimedia on
the Web. The conservative strategy of using sound and motion selectively,
supplemented with more traditional communications such as a
teleconferencing component, is likely to be a better bet until the technology
advances even further.
Interacting live via a computer or by voice during the virtual event
requires chat, voice over the Internet, or online videoconferencing capabilities.
Technologies that allow visitors to interact and ask questions
live and online are being perfected. Interim solutions, such as the use of
traditional telephone teleconferencing in combination with the virtual
event or employing e-mail to respond to questions, are being used with
considerable success to overcome early adopter issues.
All of these advances are critically important to the proliferation of
virtual events and virtual learning. Most marketers want to be in a position
to replicate the content of a live seminar or leverage the investment
they have already made in a CD-ROM, a slide show, or a videotaped
marketing presentation for use on the Internet. Previously, the Internet
was not the right venue for such heavy sound-and-motion content, but
that is rapidly changing, and b-to-b marketers will be the direct beneficiaries
of advances in this area.
Types of Internet Events
It is possible to adapt virtually every kind of live event into a virtual
event that either enhances the live event or stands on its own. Here are
some specific examples that are appearing in one form or another on
the Web.
The Online Trade Show
These events seem to be most popular as enhancements to live shows,
but they are even being used to replace live shows. One example of
online trade show usage is that the show is already running as a live
event and the show sponsor wants to extend its value to nonattendees.
The sponsor creates a show-specific Web site and features some of the
content from the live show. Aggressive sponsors offer special incentives
to the exhibitors to advertise on the show site. An online trade show
could be used as a hook for a live trade show, or it could completely
replace a live trade show if desired.