Çevrimiçi Dünyada Yükselen Bir Trend: Video Pazarlama Üzerine Kavramsal Bir Değerlendirme

Yıl 2021, Cilt: 4 Sayı: 1, 117 - 157, 12.05.2021

Yasemin Gedik

Öz

Teknolojinin hızlı gelişimi, internetin taşınabilir cihazlara doğru genişlemesi ve kullanımının artması, tüketicilerin yeni bilgiler aradıkları ve edindikleri ortamları değiştirmekte, aynı zamanda işletmelerin pazarlama stratejilerinde büyük değişikliklere gitmesine neden olmaktadır. Günümüzde tüketiciler, her türlü çevrimiçi içerikle etkileşime girmekte, hangi içeriği ne zaman izleyeceklerine ve neyin popüler olacağına kendileri karar vermektedir. Video, dijital dünyada popüler bir araç olarak ortaya çıkmıştır. Öyle ki, eğer analog çağın aracının metin olduğu düşünülürse, dijital çağın aracı da videodur. Video pazarlama, video teknolojisinin kullanımını içeren bir dizi pazarlama yöntemi ve aracıdır. Video, büyük miktarda bilgiyi hızlı ve özet bir şekilde sunabildiğinden, özellikle konu yeni bir hizmet veya ürünle ilgiliyse tüm görsel araçların en iyisi ve en ikna edicisidir. Bununla birlikte video sahip olduğu çok sayıda avantaj sayesinde popülaritesini ve önemi arttırmaya devam ettirmekte, bu durum da video pazarlamayı kullanmanın ve video pazarlama stratejileri oluştururken güncel istatistiklerden yararlanmanın kritik olduğu anlamına gelmektedir. Bu çalışma, video pazarlama ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, güncel istatistiklerle birlikte video pazarlama stratejilerini de inceleyerek ilgili pazarlama kararlarını alırken işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

video, video pazarlama, video pazarlama tarihi, video pazarlama stratejileri

Kaynakça

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