WebRTC World Feature Article

December 02, 2013

WebRTC: The Next Evolution of Online Marketing

Real-time communications over the Internet has become an essential feature in today's connected world. Users today have to download or install a plugin such as Skype or Google Talk to enable real-time video, voice or text messaging. This is a little cumbersome for users as well as developers of different apps.

In order to simplify the process for both groups, W3C introduced a new component called WebRTC that enables browsers to support real-time communication without installing a plugin. Browsers such as Chrome, Firefox and Opera support it, and it works with browsers that are embedded into gadgets such as smart TVs, tablets and smartphones.

This new component is expected to bring in new changes in Web marketing. Using WebRTC, Web marketers can reach out to more people because it does not cost any money for voice or video chat. Also, it is simple and reliable. The best part is that the chat is a part of the data stream, which means either party can see the real-time update of the other person.

This wide potential of WebRTC was explained by Brad Bush, CMO of GENBAND, at the recently concluded WebRTC Conference & Expo. He explained three major benefits from WebRTC: Personalization, place and time. Marketers will have almost no restrictions with respect to location; since everything is done virtually, marketers can reach out to more and more customers across the world. They can sell their products right when the customers need them. This timely sale is likely to boost the sales and revenue of business.

He also explains a new future of “human marketing” – a new paradigm of interactive one-to-one messaging and value creation. Marketing has transformed from broadcast to interactive, and WebRTC helps take it one step further by transforming impressions into interactions. Bush explains that human marketing is where brands grow their business based on personalized online interactions from leveraging technologies like WebRTC.

Marketers can add video chat or other peer-to-peer applications to their Web and mobile experiences simply, reliably and cost-efficiently. These applications can be used to enhance lead generation campaigns, such as integrating WebRTC as an add-on to an existing service, like how Questionmine embeds surveys, lead gen forms and clickable links within videos to provide customizable, personalized information.

WebRTC is also starting to have a place in social media, taking the existing real-time communication capabilities in Facebook and Google+ to the next level. Temasys’ WebRTC Skyway system, a client devoted to visual communications and a comprehensive WebRTC infrastructure, will bring WebRTC and video capabilities to the YuuZoo social platform, which has more than 37 million users across 164 countries. These capabilities not only improve the user experience, but expand the potential for marketers on these platforms.

Edited by Rachel Ramsey


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