In this edition of the Biz Apps Marketing Minutes, Khaled Nassra sits down with Adam Berezin from MSDynamicsWorld to tackle an important topic—webcast fatigue. With more companies adopting online events and hybrid models, they are challenged to keep webcasts engaging and productive for the audience. Adam, with his wealth of experience, shares key insights from MSDW’s approach to running webcasts that keep the Biz Apps community informed, engaged, and returning for more.
Here are the key highlights from this week’s episode:
- The importance of targeted content Adam emphasizes that the days of broad-based webcasts are over. For a webcast to be successful today, it needs to be laser-focused on a specific audience and subject matter. For example, a webcast for D365 Finance users in the manufacturing sector should address their exact needs and challenges. Webcasts that are too general no longer drive the same level of engagement—they must align with both the audience and the content to resonate effectively.
- Promotion on the right platforms Having great content isn’t enough if you’re not promoting it in the right places. Adam highlights that targeting is crucial, noting that MSDW’s platform has over 100,000 registered users who can be hyper-targeted for specific webcasts. He stresses the importance of ensuring that the platform where your webcast is promoted aligns with where your target audience is, as this greatly increases the likelihood of registrants attending and engaging with the content.
- Combatting webcast fatigue and empirical data Contrary to popular belief, Adam shares that MSDW hasn’t seen any signs of webcast fatigue. In fact, their data shows a 29% year-over-year increase in registrants and a 23% increase in attendees. The key to this success lies in the niche targeting capabilities and ensuring that content directly addresses the needs of the audience. Moreover, the demand for on-demand content has skyrocketed, with a 63% increase in consumption after the live sessions, proving that webcasts remain a valuable tool when done correctly.