Video marketing for decentralized finance platforms’ services

Nikolaos T. Giannakopoulos (), Dimitrios P. Reklitis, Marina C. Terzi, Damianos P. Sakas and Nikos Kanellos
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Nikolaos T. Giannakopoulos: Agricultural University of Athens
Dimitrios P. Reklitis: Agricultural University of Athens
Marina C. Terzi: Agricultural University of Athens
Damianos P. Sakas: Agricultural University of Athens
Nikos Kanellos: Agricultural University of Athens

Journal of Financial Services Marketing, 2024, vol. 29, issue 4, No 3, 1225-1259

Abstract: Abstract In the continuously evolving environment of blockchain applications, decentralized finance (DeFi) has been discerned as a favorable application among internet users. In this point of view, DeFi platforms have known increased competition with multiple similar platforms constantly emerging. Therefore, DeFi platforms should seek to promote digitally their financial services and increase the visibility of their website. This study examines the potential utilization of DeFi YouTube channel metrics for enhancing their digital marketing performance (website visibility and campaign efficiency), through statistical analyses, system dynamics (SD), and eye-tracking models. From the paper's outcomes, it becomes clear that only the YouTube metrics of the number of videos, number of comments, video interaction, channel views, and views per video can affect DeFi platforms’ website visibility and campaigns’ efficiency. Toward this purpose, neuromarketing applications (eye tracking and heatmaps) indicated that DeFi YouTube channels should select an engaging video (high interaction rate) and provide little but clear information on their home page. Apart from that, the rest of the channel’s pages should be enriched with a logical number of highly interactive short-duration videos, and not with an increasing number of videos.

Keywords: Strategic digital marketing; Video marketing; Decentralized finance (DeFi); Big data; Neuromarketing; Decision support systems (DSSs) (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41264-024-00288-2

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