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

Ayman Jaber

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 2, 183-188

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.

Keywords: video marketing; social videos; social media marketing; digital storytelling; video content; personalised marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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