University of Twente Student Theses


Webinars as an effective marketing and sales tool in internet marketing.

Voskamp, M.L. (2012) Webinars as an effective marketing and sales tool in internet marketing.

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Abstract:Research on the subject of webinars for marketing and sales is scarce. This study helps to add to the current understanding and makes analytical generalizations. The main research question investigates how webinars constitute an effective marketing and sales tool in internet marketing for Dutch organizations. Sub questions considering content, cues and experience help answer the main research question. Qualitative research was applied and a multi-case content analysis was carried out. Four marketeers were interviewed in the pre-analysis. A semi-structured interview was utilized for the data collection, involving 16 marketing experts working at marketing offices, large organizations and freelance marketing experts. Results were analyzed with the aid of a coding scheme (Burnard, 1991) and a second coder. Based on the data, the kind of content suited for marketing and sales webinars is found to be either rather complex, or simpler content made more substantive by the context. This manifests itself in knowledge sharing and demonstrations, useful for marketing and sales. Technical capabilities and a webinar’s aims are of prime importance for the determination of the use of cues. It is important that these cues stimulate interactivity, personalization and engagement. An organizer’s experience plays a major role in aspects concerning presentation, content and techniques. Enlisting the assistance of a moderator(s), multiple presenters as well adequate preparation is often preferred for an effective webinar.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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