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Erklärvideos als effektives und effizientes Marketing-Instrument

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  • Krämer, Andreas
  • Böhrs, Sandra

Abstract

Die technologischen Entwicklungen sowie das Angebot an Videos auf der einen Seite und die veränderte Informationsbeschaffung und -aufnahme durch die Verbraucher auf der anderen Seite haben nicht nur im privaten Bereich erhebliche Veränderungen hervorgerufen, sondern betreffen zunehmend auch das unternehmerische Marketing. Innerhalb des Portfolios an Elementen der Visual Communication eines Unternehmens erfahren Erklärvideos eine zunehmende Bedeutung. Sie stellen ein Instrument dar, um komplexe Sachverhalte in kurzer Zeit zu vermitteln, und finden daher breite Anwendungsbereiche in der Kommunikation hin zum Kunden und zum Mitarbeiter.

Suggested Citation

  • Krämer, Andreas & Böhrs, Sandra, 2017. "Erklärvideos als effektives und effizientes Marketing-Instrument," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(2), pages 54-61.
    • Handle: RePEc:zbw:hsgmrs:275904
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