IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2015v3i2p183-188.html
   My bibliography  Save this article

The death of television commercials: Using social videos to enhance engagement and conversions

Author

Listed:
  • Jaber, Ayman

Abstract

The shift in entertainment consumption behaviour among today’s consumers has signalled a corresponding change in content creation processes. Mass marketing is no longer relevant in a world where individuals consume data separately while staring into glowing screens. However, many businesses are still employing video content that is aimed at the entire market instead of segments. This paper will highlight the differences between television commercials and social videos, as well as provide detailed instructions on how to create highly successful video content. Campaigns executed by Sony and LACASA will be examined to clarify the concept of content personalisation and its role in maximising engagement and conversions.

Suggested Citation

  • Jaber, Ayman, 2015. "The death of television commercials: Using social videos to enhance engagement and conversions," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(2), pages 183-188, September.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:183-188
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/3533/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/3533/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    video marketing; social videos; social media marketing; digital storytelling; video content; personalised marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:183-188. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.