Page 9 - AeM_June_2020

RESEARCH
show programs with short online videos? Material 6. Complex systems and machines: videos are ANALYSIS
in digital form is often ready anyway and needs essential to describe technical and complex TRENDS
only to be edited. products in an easy way, whereby the entertain-
ment factor shouldn’t be neglected. Due to the
3. Software: the main benefits of software can be complexity of the content, it is, however, advisable
presented in a much more entertaining way than to hire a professional service provider for such kind
with tables and technical data sheets: you can use of video production.
video to bring the viewer very close to the user
experience of a software product. “The overwhelming majority of video marketers credit
video with achieving important goals and these
4. Emotionalization of low-involvement products: numbers have been remarkably consistent over a
for everyday consumer goods such as bread or number of years”, wyzowl states, concluding that it is
milk, the video marketing trend is just perfect, perhaps most impressive that around 9 in 10
because it enables for the first-time storytelling with marketers feel they get a return on the investment
high entertainment value. No other medium is they make in video.
better suited to emotionalizing supposedly boring
products. Every marketer can benefit from the advantages of
videos, if they consider the fact that users expect high
5. Tourism deals: to inspire people, it is often quality content and creativity – the essentials to stand
enough to simply present your destination or out from the crowd. ◊
accommodation in a multimedia way, because in
the everyday world of people, such images awake By Daniela La Marca
desires.

9 June 2020: Video Marketing & Storrytelling