The Potential of Video Content in Digital Marketing and Urban Communication

Laura Minskere; Jeļena Šalkovska; Anda Batraga; Liene Kaibe

doi:10.1007/978-3-031-67444-0_6

The Potential of Video Content in Digital Marketing and Urban Communication

Research output: Chapter in Book/Report/Conference proceeding › Conference paper › Research › peer-review

1 Citation (Scopus)

Abstract

This article examines the evolution of video content in digital marketing and its use in urban communication. The theoretical part of the paper includes an assessment of the position of video content in the context of digital platforms and generations. The empirical part is based on qualitative research - interviews with digital marketing experts. The data from the interviews reveal the importance of the role of video content in digital marketing and its potential for development in the near future, including the suitability and relevance of its format to the specifics of urban communication. The analysis of the information gathered in the expert interviews led to conclusions and proposals for the application of video content in urban communication through digital marketing, thereby improving the quality of communication between urban development stakeholders.

Original language	English
Title of host publication	Navigating the Technological Tide
Subtitle of host publication	The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024
Editors	Bahaaeddin Alareeni, Allam Hamdan
Place of Publication	Cham
Publisher	Springer
Pages	58-69
Number of pages	12
Volume	1080 LNNS
ISBN (Print)	9783031674433
DOIs	https://doi.org/10.1007/978-3-031-67444-0_6
Publication status	Published - 2024

Publication series

Name	Lecture Notes in Networks and Systems
Volume	1080 LNNS
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 11 Sustainable Cities and Communities

Keywords

Digital Consumer Behavior
Digital Marketing
Urban communication
Urban development
Video Content

Access to Document

10.1007/978-3-031-67444-0_6

Cite this

Minskere, L., Šalkovska, J., Batraga, A., & Kaibe, L. (2024). The Potential of Video Content in Digital Marketing and Urban Communication. In B. Alareeni, & A. Hamdan (Eds.), Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024 (Vol. 1080 LNNS, pp. 58-69). (Lecture Notes in Networks and Systems; Vol. 1080 LNNS). Springer. https://doi.org/10.1007/978-3-031-67444-0_6

Minskere, Laura ; Šalkovska, Jeļena ; Batraga, Anda et al. / The Potential of Video Content in Digital Marketing and Urban Communication. Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. editor / Bahaaeddin Alareeni ; Allam Hamdan. Vol. 1080 LNNS Cham : Springer, 2024. pp. 58-69 (Lecture Notes in Networks and Systems).

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Minskere, L , Šalkovska, J , Batraga, A & Kaibe, L 2024, The Potential of Video Content in Digital Marketing and Urban Communication. in B Alareeni & A Hamdan (eds), Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. vol. 1080 LNNS, Lecture Notes in Networks and Systems, vol. 1080 LNNS, Springer, Cham, pp. 58-69. https://doi.org/10.1007/978-3-031-67444-0_6

The Potential of Video Content in Digital Marketing and Urban Communication. / Minskere, Laura ; Šalkovska, Jeļena ; Batraga, Anda et al.
Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. ed. / Bahaaeddin Alareeni; Allam Hamdan. Vol. 1080 LNNS Cham: Springer, 2024. p. 58-69 (Lecture Notes in Networks and Systems; Vol. 1080 LNNS).

Research output: Chapter in Book/Report/Conference proceeding › Conference paper › Research › peer-review

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T1 - The Potential of Video Content in Digital Marketing and Urban Communication

AU - Minskere, Laura

AU - Šalkovska, Jeļena

AU - Batraga, Anda

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N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

PY - 2024

Y1 - 2024

N2 - This article examines the evolution of video content in digital marketing and its use in urban communication. The theoretical part of the paper includes an assessment of the position of video content in the context of digital platforms and generations. The empirical part is based on qualitative research - interviews with digital marketing experts. The data from the interviews reveal the importance of the role of video content in digital marketing and its potential for development in the near future, including the suitability and relevance of its format to the specifics of urban communication. The analysis of the information gathered in the expert interviews led to conclusions and proposals for the application of video content in urban communication through digital marketing, thereby improving the quality of communication between urban development stakeholders.

AB - This article examines the evolution of video content in digital marketing and its use in urban communication. The theoretical part of the paper includes an assessment of the position of video content in the context of digital platforms and generations. The empirical part is based on qualitative research - interviews with digital marketing experts. The data from the interviews reveal the importance of the role of video content in digital marketing and its potential for development in the near future, including the suitability and relevance of its format to the specifics of urban communication. The analysis of the information gathered in the expert interviews led to conclusions and proposals for the application of video content in urban communication through digital marketing, thereby improving the quality of communication between urban development stakeholders.

KW - Digital Consumer Behavior

KW - Digital Marketing

KW - Urban communication

KW - Urban development

KW - Video Content

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Minskere L , Šalkovska J , Batraga A , Kaibe L. The Potential of Video Content in Digital Marketing and Urban Communication. In Alareeni B, Hamdan A, editors, Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. Vol. 1080 LNNS. Cham: Springer. 2024. p. 58-69. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-031-67444-0_6

The Potential of Video Content in Digital Marketing and Urban Communication

Abstract

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UN SDGs

Keywords

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