Digital analytics approach to understanding short video advertising in digital marketing

Addo, Prince Clement; Akpatsa, Samuel Kofi; Nukpe, Philip; Asare, Andy Ohemeng; Kulbo, Nora Bakabbey

doi:10.1080/10696679.2022.2056487

Cited by 14 publications

(19 citation statements)

References 55 publications

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“…Built in 2016, Tiktok is a social media with more than 600 million daily active users. Popular with short video content, Tiktok has a built-in advantage in creating content to attract consumers to buy the relative products through soft video advertisement, which in calculation directly impacts sales and increases the shops' dynamic scores, including quality of service and customer satisfaction [6].…”

Section: Case Descriptionmentioning

confidence: 99%

Analysis of Digital Marketing Transformation Path in the Service Industry: A Case Study of Tiktok E-commerce Platform

Ma¹

2023

BCPBM

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The rapid development of the internet and the new life form after the coronavirus outbreak accelerated digital marketing transformation in the service industry. In China’s highly-matured online shopping market, the young Tiktok e-commerce platform has the advantage of encouraging interest and purchases through soft content creation. This paper deeply analyzed the mall entrance and broadcasting room entrance for companies’ applications and evaluated their strong points and weaknesses. This study concludes that the Tiktok e-commerce platform indeed creates an innovative path to help companies in the service industry finish the digital marketingn process and gain a certain increment in GMV and other evaluating data through online stores and broadcasting rooms. Nevertheless, it still has some problems with algorithm recommendation and page display.

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Section: Case Descriptionmentioning

confidence: 99%

Analysis of Digital Marketing Transformation Path in the Service Industry: A Case Study of Tiktok E-commerce Platform

Ma¹

2023

BCPBM

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“…It has also been argued that short video formats are becoming a fresh channel of communication between companies and their consumers (Cuesta-Valiño et al, 2022) and that they have become a vital tool for brand promotion among numerous prominent enterprises (Peng et al, 2023). Researchers have also pointed out that most short videos are typically less than a minute long and possess traits like being informative and humorous (Addo et al, 2022). Another crucial characteristic of the short video marketing method is its capacity to interact with consumers, boost their engagement, and influence purchasing behavior, resulting in an enhanced consumer experience (Zhao, 2023).…”

Section: The Expansion Of Short Video Contentmentioning

confidence: 99%

“…The emergence of fast Internet connections and the advancement of digital communications have resulted in the migration of marketing efforts to the online sphere, giving rise to numerous new forms of video marketing, such as short video advertising and user-generated online videos (Addo et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

The impact of internet media on video marketing in Serbia

Belačić,

Alčaković

2023

Conference Proceedings : ICEMIT

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The aim of the conducted study was to determine Serbian consumers' preferences related to the consumption of video-based content. The study was carried out through the execution of exploratory research relying on a survey. The quantitative analysis of the responses and the subsequent assessment of descriptive statistic measures showed that the hypothesis (video marketing efforts should be geared towards the digital realm due to the increasing consumption of brand and user-generated online video content) should be accepted since the respondents unquestionably prefer to consume video content in the digital environment. The research also provided valuable findings regarding the respondents' predilections for specific video platforms, formats, and trends. The overall findings of the study have significant potential for practical application while at the same time, they contribute to the deepening of academic knowledge in the areas of video marketing and digital marketing.

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“…In recent modern times, tremendous advances in the level of technology have allowed advertising to be expanded into multi-dynamic channels with tremendous growth and promise. Currently, there is a wide variety of digital advertising, including pay-per-action, social marketing, search marketing, pay-per-click, behavioral targeting, short-form video advertising, and user-generated online video [1]. In such a digital era, companies are beginning to employ digital marketing strategies to harness the potential of digital content and enhance their digital capabilities to increase their competitiveness and market share.…”

Section: Digital Marketing Has Become the Main Form Of Product Promot...mentioning

confidence: 99%

The Current State of Digital Marketing in China's Beauty Industry and The Targeted Strategies

Wen-hui¹

2023

EHSS

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With the advancement of mobile internet and social media, the creation of new national beauty brands now heavily relies on digital marketing. Some of the new Chinese beauty brands that first appeared online have made online marketing their primary objective. With the aid of funding, they are able to increase their online advertising costs and increase their online sales significantly. This thesis examines the present state of the Chinese beauty business, looks at its external environment, discusses the significance of digital marketing's singularity in the beauty industry, researches new marketing channels in the new retail beauty sector, and makes some recommendations. The beauty industry must keep up with current affairs policy and vigorously develop digital marketing if it hopes to be competitive in this environment, draw in a large number of customers, and increase the value of the business. Further studies are expected to expand on this framework to forecast and investigate how digital marketing will grow in the Chinese beauty business in light of the new retail trend.

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Digital analytics approach to understanding short video advertising in digital marketing

Cited by 14 publications

References 55 publications

Analysis of Digital Marketing Transformation Path in the Service Industry: A Case Study of Tiktok E-commerce Platform

Analysis of Digital Marketing Transformation Path in the Service Industry: A Case Study of Tiktok E-commerce Platform

The impact of internet media on video marketing in Serbia

The Current State of Digital Marketing in China's Beauty Industry and The Targeted Strategies

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