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

Pētījuma izpildes rezultāts: Nodaļa grāmatā/enciklopēdijā/konferences krājumā › Konferences zinātniskais raksts › Pētniecība › koleģiāli recenzēts

1 Atsauce (Scopus)

Kopsavilkums

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.

Oriģinālvaloda	Angļu
Rīkotāja publikācijas nosaukums	Navigating the Technological Tide
Rīkotāja publikācijas apakšnosaukums	The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024
Redaktori	Bahaaeddin Alareeni, Allam Hamdan
Publikācijas vieta	Cham
Izdevējs	Springer
Lapas	58-69
Lapu skaits	12
Sējums	1080 LNNS
ISBN (Drukātā versija)	9783031674433
DOIs	https://doi.org/10.1007/978-3-031-67444-0_6
Publikācijas statuss	Publicēts - 2024

Publikāciju sērijas

Nosaukums	Lecture Notes in Networks and Systems
Sējums	1080 LNNS
ISSN (Drukātā versija)	2367-3370
ISSN (Elektroniskā versija)	2367-3389

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

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

Minskere, Laura ; Šalkovska, Jeļena ; Batraga, Anda u.c. / 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. redaktors / Bahaaeddin Alareeni ; Allam Hamdan. Sēj. 1080 LNNS Cham : Springer, 2024. lpp. 58-69 (Lecture Notes in Networks and Systems).

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title = "The Potential of Video Content in Digital Marketing and Urban Communication",

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.",

keywords = "Digital Consumer Behavior, Digital Marketing, Urban communication, Urban development, Video Content",

author = "Laura Minskere and Jeļena {\v S}alkovska and Anda Batraga and Liene Kaibe",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.",

year = "2024",

doi = "10.1007/978-3-031-67444-0\_6",

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Minskere, L , Šalkovska, J , Batraga, A & Kaibe, L 2024, The Potential of Video Content in Digital Marketing and Urban Communication. (kur) B Alareeni & A Hamdan (red.), Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. sēj. 1080 LNNS, Lecture Notes in Networks and Systems, sēj. 1080 LNNS, Springer, Cham, lpp. 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 u.c.
Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. red. / Bahaaeddin Alareeni; Allam Hamdan. Sēj. 1080 LNNS Cham: Springer, 2024. lpp. 58-69 (Lecture Notes in Networks and Systems; Sēj. 1080 LNNS).

Pētījuma izpildes rezultāts: Nodaļa grāmatā/enciklopēdijā/konferences krājumā › Konferences zinātniskais raksts › Pētniecība › koleģiāli recenzēts

TY - GEN

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

AU - Minskere, Laura

AU - Šalkovska, Jeļena

AU - Batraga, Anda

AU - Kaibe, Liene

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

UR - https://link.springer.com/chapter/10.1007/978-3-031-67444-0_6

UR - https://www.scopus.com/pages/publications/85201948597

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

M3 - Conference paper

SN - 9783031674433

VL - 1080 LNNS

T3 - Lecture Notes in Networks and Systems

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BT - Navigating the Technological Tide

A2 - Alareeni, Bahaaeddin

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Minskere L , Šalkovska J , Batraga A , Kaibe L. The Potential of Video Content in Digital Marketing and Urban Communication. (gadā) Alareeni B, Hamdan A, redaktori, Navigating the Technological Tide: The Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024. Sēj. 1080 LNNS. Cham: Springer. 2024. lpp. 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

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