Open AccessFighting for the Video Marketing against Its Weakness
Author(s) -
Tsai-Fa Yen
Publication year - 2021
Publication title -
asian journal of education and social studies
Language(s) - English
Resource type - Journals
ISSN - 2581-6268
DOI - 10.9734/ajess/2021/v22i130523
Subject(s) - competitor analysis , marketing , marketing research , business , marketing strategy , key (lock) , market segmentation , cover (algebra) , return on marketing investment , marketing management , digital marketing , marketing mix , computer science , engineering , mechanical engineering , computer security
As the market size of the video industry continues to grow by 3.6 times increased in the past five years, more and more companies adopt video marketing. Under this circumstance, it is meaningful and important to discuss the marketing issues in this industry. The objective of this study is to clarify the definition, problems and countermeasures of video marketing. Literature was obtained through data retrieval, and the data was aggregated and analyzed by induction. Findings show that the problems of video marketing cover the laws, suppliers, buyers, competitors, and content technical issues. And we suggest that the future research can try to verify the key points of STP analysis (segmentation, targeting, and positioning), marketing mix, as well as the cost-benefit analysis in video marketing.