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A ‘webinar’ (a short form of ‘web-based seminar’) is a lecture, presentation, seminar or workshop transmitted over the Internet by one or more presenters or panelists to a large audience at a scheduled time. Variations range from live webinars streamed on a specified date and time, to on-demand webinars that are made available for streaming as requested and from any location (including previously presented live webinars that have been archived for additional viewing)―through to audio webinars (slides with audio) and video webinars that integrate video clips or primarily use video.
According to Robert Rose of the Content Marketing Institute, webinars are highly rated by marketers as an effective way of delivering mid-funnel focused content to prospective buyers. Content Marketing Institute’s research into the effectiveness of webinars found that marketers who integrate webinars into a cohesive content marketing strategy can realize “new opportunities for engagement, brand awareness and thought leadership” and that webinars are “most cost-effective when integrated across the customer’s buying journey”.
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