The rising era of audiovisual data: How marketers are adapting to the video revolution

Abstract

Video is among the most widely consumed types of content on the internet according to Cisco. The emergence of this audio visual data has sparked the revolution in content marketing. Drawing from the history of the communication, the study explains how video marketing evolves within the boundaries of planning and managing marketing projects.

Despite various marketing-related studies and researches on how video content is winning over, the reasons for this rise have not been studied in correlation with the development of information and communication technology. Furthermore, the majority of studies on video marketing have tended to focus on the positive aspects backed by hard facts but few researchers have addressed the question of whether or not this new trend should be adopted. This study came about with the mission of finding the answer to this question and collecting evidence proving the correlation between marketing advancement and communication development.

In order to achieve this goal, the relationship between video and marketing was first examined. Followed by that, this thesis also discussed factors that affect the legal and moral aspects of video marketing. In addition, the thesis gave proposals on choosing the marketing channels based on different purposes placed on the video and reflect on ways to optimize the channels supporting by various research findings. Finally, cases was studied and presented for the purpose of putting the collected findings into test and assuring the reliability of the research.

This thesis differs from other theses on the topic of video and marketing because it is designed to broaden the definition of video marketing out of the technological perspective. In another word, it speaks to marketers in marketing language about pixelated communication.