VIDEO CONTENT AS A DOMINANT ONLINE MARKETING COMMUNICATION TOOL
VIDEO CONTENT AS A DOMINANT ONLINE MARKETING COMMUNICATION TOOL
Author(s): Jakub Horváth, Mária OleárováSubject(s): Media studies, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: marketing communication; video content; video marketing;
Summary/Abstract: The combination of vision, sound and movement are the basics of video content that has unique advantages in creating and maintaining business-to-consumer relationships. Nowadays, video is the most popular form of content marketing among consumers. Relying on available statistical portal data and research studies from many companies, the aim of this paper is to explore consumer preferences related to watching and engaging in video content, which is now a strong and integral part of online marketing communication. It is necessary to understand the developing potential of this tool, since it is crucial for businesses that want to keep up with the pace of change to know current consumer behaviour. Therefore, this paper deals with consumer preferences related to content marketing in terms of different dimensions, maps the spending on advertising digital videos, and last but not least, focuses on video content tracking from the perspective of preferred devices and the most popular online platforms.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 666-680
- Page Count: 15
- Language: English