Video Marketing: How Important are Videos for the Hospitality Industry in Finland?
Hofstede, Bianca (2017)
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Lataukset:
Hofstede, Bianca
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705046398
https://urn.fi/URN:NBN:fi:amk-201705046398
Tiivistelmä
In the past few years, there has been many changes to the business environment of many companies. This has led to the development of new marketing forms, such as video marketing. Video marketing is increasingly popular. However, not all companies are successful in their video marketing efforts and researchers struggle to reach consensus in solving certain problems. The popularity and uncertainty of this topic has led to the decision to use it for this research. The objective of this paper is to find out how video marketing is perceived by marketing experts in Finland. The research aims to capture the perceived importance of video marketing in order to find out if this tool is considered beneficial in the hotel industry of Finland. Furthermore, the paper can help to improve the current practices of the industry and identify new topics for further research.
Video marketing is a tool to stimulate customers in a fun, visual and personal way. Videos can lead to many financial and non-financial benefits for the company. They are often easier to remember and consume by customers. Research identified many different designs, contents and types of videos that work in different situations. Researchers suggest that all companies should have a clear strategy before they start with video marketing, in order to find the right goal, target and measurement for the videos. Multiple researchers belief that video marketing will become even more important in the future.
In the paper, the qualitative research method was used. Multiple semi-structured interviews with marketing experts of the Finnish hospitality industry have been conducted during a time span of two months. The companies included in the studies all make use of video marketing, since it is expected they these companies have most knowledge about videos. The interviews consisted of eight pre-defined questions that related to the main and sub-questions of the paper,
In conclusion, marketing experts belief that video marketing brings important benefits for companies. The videos evoke these benefits in multiple ways who differ per company. Yet, Video marketing does come with its challenges, which are mostly related to the strategy. This study also found that hospitality companies in Finland are not able to measure financial benefits. However, most companies do not need this information at this moment. Overall, companies belief that videos bring more benefits than they cost. Therefore, they are perceived as important. Furthermore, Finnish marketing experts belief that videos will become more important in the future.
Video marketing is a tool to stimulate customers in a fun, visual and personal way. Videos can lead to many financial and non-financial benefits for the company. They are often easier to remember and consume by customers. Research identified many different designs, contents and types of videos that work in different situations. Researchers suggest that all companies should have a clear strategy before they start with video marketing, in order to find the right goal, target and measurement for the videos. Multiple researchers belief that video marketing will become even more important in the future.
In the paper, the qualitative research method was used. Multiple semi-structured interviews with marketing experts of the Finnish hospitality industry have been conducted during a time span of two months. The companies included in the studies all make use of video marketing, since it is expected they these companies have most knowledge about videos. The interviews consisted of eight pre-defined questions that related to the main and sub-questions of the paper,
In conclusion, marketing experts belief that video marketing brings important benefits for companies. The videos evoke these benefits in multiple ways who differ per company. Yet, Video marketing does come with its challenges, which are mostly related to the strategy. This study also found that hospitality companies in Finland are not able to measure financial benefits. However, most companies do not need this information at this moment. Overall, companies belief that videos bring more benefits than they cost. Therefore, they are perceived as important. Furthermore, Finnish marketing experts belief that videos will become more important in the future.