EVOLUTION OF DIGITAL VIDEO CONSUMPTION PATTERNS
Journal Title: Communication Today - Year 2017, Vol 8, Issue 2
Abstract
In today’s markets, companies have greatly shifted their focus towards customers as the entities creating the demand for companies’ products and sources of the revenues. The consumers shape and influence the current market trends with their desires and preferences; this requires reassessing and reshaping the offers and communications from companies. Most successful offer adjustments are built on relevant research and formed by consumer insights, often based on patterns of content consumption. The main aim of this article is to identify digital video marketing trends by combining two essential pillars: the data management possibilities related to the digital environment and the evolution of media consumption habits of consumers. The authors examine secondary data which is precisely selected, collected and shaped according to the research design requirements from available Consumer Barometer Research provided and processed by Google. Identification of the six most significant digital video trends to shape digital marketing in the following years can be considered the core of the authors’ research. The results are centred on innovation progress and consumers’ consumption habits and aim to outline possible approaches to digital video production and delivery to target groups for several future years.
Authors and Affiliations
Martin Kuchta, Andrej Miklošík
Keywords
Related Articles
- EP ID EP239396
- DOI -
- Views 139
- Downloads 0
ONLINE SELFCONSPIRACY AS A CHALLENGE OF ONLINE-MEDIATED COMMUNICATION FOR SOCIAL CHANGE
Drawing on the concepts of ‘conspiracy of silence’ and of ‘conspiracy of courtesy’ coined and developed by Joseph Ascroft, the author analyses the consequences of social media on development communication. Adopting a met...
JOURNALISM YESTERDAY, TODAY AND TOMORROW
The interview presents Professor Andrej Tušer’s opinions on various topics related to journalistic genres and issues modern journalism has to face, with emphasis on the press. Particular attention is paid to addressing t...
NONCE WORDS IN MASS MEDIA DISCOURSE (A CASE STUDY OF TRAVEL JOURNALISM INNOVATIONS)
The English language nowadays is significantly changing, responding to the opportunities of a rapidly evolving world. The lexical level is intrinsically most liable to changes, albeit the constantly increasing number of n...
THE BIRTH OF AMERICAN ADVERTISING
The study is focused on the development of advertising in the context of social changes in the US. Its main goal is to point out how advertising reacted to some historical events and important social, economic, political...
CHANGE OF PARADIGM IN PERSONNEL STRATEGY – CORPORATE SOCIAL RESPONSIBILITY AND INTERNAL COMMUNICATION
The study points at the current times, when all people have been struggling with the problems of the socialeconomic crisis; it addresses a highly topical theme, which is the issue of applying the concept of sustainable d...