If you’re a UK business owner looking to expand your marketing efforts in 2025, you need to know one thing: digital engagement is key to unlocking buyer intelligence, scaling personalisation and gaining a competitive edge.
The ON24 2025 EMEA Digital Engagement Benchmarks Report breaks down how webinars, virtual events, and content experiences performed in 2024 and what to expect in the future.
But let’s be honest – most people don’t have time to sift through all the data.
So, we’ve done the heavy lifting for you.
Let’s break it down: what’s happening, why it matters, and how your business can stay ahead.
How can UK businesses stay ahead?
If there’s one thing we’ve learned from the ON24 2025 Report, it’s that digital engagement is moving fast.
Here are three key ways you can action digital engagement in your marketing strategy:
✅ Make webinars work for you: Treat them as an ongoing strategy, not just one-off events. Repurpose them into blogs, podcasts, and bite-sized content.
✅ Use AI wisely: Automate where it makes sense, but keep the human touch. AI should enhance marketing, not replace creativity.
✅ Double down on personalisation: The UK market values trust and relevance. Use first-party data to create marketing that feels tailor-made for your audience.
Webinars are still King (but they’re getting a makeover)
Remember when webinars were just glorified PowerPoint presentations? Not anymore.
Webinars are the go-to for engagement, but today’s audiences expect much more – live chat, breakout rooms, and interactive features.
The data:
- The average webinar engagement time in 2024 was 47 minutes – which is huge when you consider how short attention spans have become.
- On-demand viewing is surging – 51% of EMEA webinar attendees now prefer watching later, rather than live.
What this means for UK businesses:
- If you’re still treating webinars as a ‘nice-to-have' rather than a core part of your marketing, you’re massively missing out on an engaged audience.
- Offer on-demand versions of your webinars – it can boost your audience by up to 80%!
- Make your webinars interactive – polls, Q&A, and live reactions keep people engaged.
Flamingo’s take: In the UK, businesses are looking for efficiency. Webinars that double as evergreen content (such as being repurposed into blogs, social posts, and short clips) will see the most success in 2025.
AI and automation are non-negotiable
We know, we know – AI is everywhere, and your eyes probably glaze over as quickly as ours when you see that word... but bear with us.
Marketers using AI were 7X more likely to hit their goals in 2024 than those who didn’t.
The data:
- AI-generated content consumption grew by more than 7X while the number of articles created using AI grew by just under 3X faster than the rate at which it was created.
- Businesses using automated nurture sequences saw 69% higher on-demand webinar attendance.
What this means for UK businesses:
- AI isn’t about replacing human creativity – it’s about working smarter. Use AI tools to generate content outlines, automate tedious admin, and personalise landing pages.
- Automated nurture sequences (such as sending tailored content to attendees after a webinar) are essential to keep leads warm.
Flamingo’s take: The UK market is cautious about AI, especially with GDPR concerns. But smart AI usage – like content personalisation and automation – is where UK businesses can gain a real competitive edge without crossing any data privacy lines.
Personalisation = higher conversions
Customers in 2025 don’t want generic content – they want tailored experiences that feel relevant to them.
The data:
- Personalised landing pages drove 3X more registrations for webinars.
- Businesses using personalisation saw 4X more demo bookings.
What this means for UK businesses:
- Stop using cookie-cutter marketing. Use first-party data (like what people clicked on, downloaded, or engaged with) to tailor their experience.
- Think beyond just email personalisation – consider dynamically changing web content, CTAs, and event invites based on user behaviour.
Flamingo’s take: Personalisation doesn’t just boost conversions – it builds trust. If your competitors are still doing one-size-fits-all campaigns, this is where you can gain an advantage.
Engagement tools are a must (no more passive content)!
Webinars and virtual events aren’t just a passive experience anymore – they’re about participation. Businesses that offer engagement options see by far the better results.
The data:
- The use of live chat with sales reps during webinars grew 51%.
- Breakout session attendance skyrocketed 69%.
What this means for UK businesses:
- If you’re hosting a webinar or online event, don’t just talk at your audience – get them involved.
- Use breakout rooms, interactive polls, and live chat features to create two-way conversations.
Flamingo’s take: Audiences love networking and collaboration. If you’re running virtual events, give attendees ways to connect, ask questions, and interact – not just watch passively.
Final thoughts
The future of marketing isn’t about working harder – it’s about working smarter.
Whether it’s webinars, AI, personalisation, or interactive content, UK businesses that embrace these changes will be the ones to thrive in 2025.
If you’d like to read the full report for yourself, you can do so here.
At Flamingo Marketing Strategies, we help businesses like yours stay ahead of the curve with forward-thinking digital strategies.
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