It has become evident, as the marketing community expands, that SME’s (small and medium-sized companies) must think globally while planning their marketing campaigns. In order to stay relevant on a global stage, companies must take note of today’s digital marketing trends.
Dr. Tanja Sedej, Founder of Research and Research, LLC and co-founder of We Explain, LLC, wanted to explore how businesses in the 21st century are staying up-to-date with the latest marketing options and utilizing video marketing effectively. This article investigates these topics and provides new data on video marketing and its many uses in the modern-day business setting.
Dr. Sedej researched existing literature on marketing in the modern business environment with an emphasis on video marketing. When the theoretical framework was established, a list of questions and themes was adopted. Then, 45 in-depth interviews were held with managers of SME’s all over the world.
Results from the interviews indicated that leaders and managers of SME’s agreed that it was vital to a company’s success to stay on top of global marketing trends, video marketing specifically, and to understand the impact that it has on the business world. One manager went as far as to say, “Choosing not to be a part of global markets is no longer an option to achieve long-term success. Also, choosing not to accept global trends is like signing a death warrant”.
The 21st century is full of digital messages bombarding audiences every day. Video has become very popular because the human brain is programmed to retain visual content better than a written article. Because video is visual, it can be used to explain difficult concepts or inspire actions in others. Dr. Sedej explains that “video marketing is likely to increase even further as technological development and the trend of overall digital transformation continues”.
To read the full text of the study:https://www.inderscienceonline.com/doi/pdf/10.1504/JIBED.2019.103388
Sedej, T. (2019) ‘The role of video marketing in the modern business environment: a view of the top management of SME’s’, J. International Business and Entrepreneurship Development, Vol. 12, No. 1, pp. 37-48.
