THEORETICAL AND METHODOLOGICAL ASPECTS OF VIDEO CONTENT USAGE AS THE TOOL OF MARKETING INFLUENCE
Abstract
The current conditions of information society’s development require new types of content that can provide a high level of effectiveness in terms of marketing impact on the consumer. Scientists and researchers include video content that is gaining in popularity with such tools. The article aims to explore the theoretical and methodological aspects of using video content as a tool for marketing influence. However, focusing on video content, as the main content for marketing influence, cannot automatically mean the sales’ growth. That is why scientists are increasingly paying attention to the study of the theory of application of video content and form a conceptual categorical apparatus. The subject of the study is theoretical and methodological aspects and tools for the video content usage. The purpose of the article is to analyze the theoretical and methodological aspects of the video content usage, including the analysis of current trends in video marketing and classification of video content. The methodological basis of the scientific article is the general scientific methods of research and special methods based on modern scientific principles of management, economic sciences, namely: logical, abstract-logical, generalization, comparison, statistical research. The work explored the benefits and disadvantages of video content over text content in terms of impact on the target audience, and added benefits such as higher brand credibility and high audience engagement when targeting video content. The shortcomings were complemented by simplified access to text content, a good response rate for older audiences to text content, and extended video viewing time. The classification of video content was further developed, and the authors were asked to classify the content according to the purposes of the enterprise with the simultaneous application of the classical content marketing matrix. The classification provided can serve as a powerful tool for the marketer in the process of developing a content plan and achieving the goals of the company. In this way, a theoretical and methodical tool was created to help improve the content plan creation process and match it with the tasks of the marketing department.
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