Video and Photography in Digital Marketing

Abstract

Video and photography are influential components of contemporary digital marketing; however, there is a lack of in-depth knowledge about the challenges and opportunities in developing countries. Hence, this study aims to examine the role of videographers and photographers in digital marketing in Pakistan. Consequently, qualitative research has been conducted using an inductive approach, along with philosophies of interpretivism and constructivism. It utilizes an open-ended questionnaire to gain a noticeable understanding. Five managers from the XYZ case company were interviewed to gather subjective data, which was then thematized to identify a pattern of knowledge.

The empirical results suggest that videographers and photographers must create engaging and eye-catching video content that conveys a narrative message to their audiences within a short timeframe, which is essential for all types of businesses, especially those in digital marketing. Industry challenges include customers’ demands for 4K and 8K video, as well as the need for faster processing speeds. Likewise, the high costs are associated with expensive cameras, stabilizers, lighting setups, advanced video editing software, and specialized tools, as well as extensive training and learning requirements. Video and photography can also create brand recognition and identity while fostering local traditions, festivals, storytelling, corporate partnerships, mobile marketing, influencer video marketing, and testimonial content on social media, utilizing AI-powered video editing tools. The study emphasizes that the diffusion of innovations theory should consider AI-generated tools to specialize in photography or videography.

The study suggests that businesses should invest in training and development programs for these professionals to enhance their skills and provide them with the most up-to-date tools and information, enabling them to navigate the constantly changing digital world and social media marketing landscape.