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= Video Marketing = Video marketing is a dynamic and integral aspect of contemporary business promotion strategies, playing a crucial role in the process of identifying customers, creating compelling content, and effectively communicating messages to target audiences. It has become one of the primary components of business management and commerce, evolving to meet the changing landscape of consumer preferences and technological advancements.

Definition and Evolution
The term "video marketing" gained prominence around 2010 and was popularised by Jon Mowat through his book Video Marketing Strategy (the second edition titled Video Marketing). Other influential works in the field include Video Marketing for Dummies and Video Marketing for Marketers.

The definition of video marketing has evolved over the years, reflecting the dynamic nature of the industry. Currently defined by experts as "the use of video content to promote, communicate, and exchange offerings that have value for customers, clients, partners, and society at large," video marketing encompasses a wide range of activities aimed at engaging audiences through visual storytelling.

The American Marketing Association (AMA) regularly reviews and updates its definition of marketing, and this evolution is evident when comparing the 2008 definition with the 1935 version. The newer definition emphasises the increased prominence of various stakeholders in the conception of marketing, reflecting the growing influence of society at large1.

Concepts and Activities
Video marketing involves a diverse set of activities, including the selection of a target audience, emphasis on specific attributes or themes in advertising, operation of advertising campaigns, participation in trade shows and public events, design of visually appealing products and packaging, determination of terms of sale, product placement in media, and collaboration with retailers, distributors, and resellers. Additionally, efforts are made to create awareness, foster loyalty, and evoke positive feelings about a brand.

B2B and B2C Perspectives
Just like traditional marketing, video marketing caters to both business-to-business (B2B) and business-to-consumer (B2C) segments. In the B2B realm, video content may focus on major equipment, raw materials, business services, and other components crucial for the functioning of enterprises. Producers, resellers, governments, and institutions are the primary purchasers in the B2B market.

On the other hand, business-to-consume r (B2C) video marketing targets individual consumers, traditionally encompassing personal products. In the digital age, B2C marketing increasingly refers to online selling, utilising platforms to engage consumers directly.

Emerging Models: C2B and C2C Marketing
Consumer-to-business (C2B) marketing is an innovative business model where end consumers actively contribute to the creation of products and services consumed by businesses. This model enables consumers to name their own price, contribute data, or participate in marketing efforts, providing a unique competitive advantage.

Customer-to-customer (C2C) marketing, facilitated by e-commerce technology and the sharing economy, represents a market environment where one customer purchases goods from another customer through a third-party platform. Social media channels often play a role in C2C marketing, although messaging tends to be more business-to-consumer.

Differences in B2B and B2C Video Marketing
The goals and dynamics of B2B and B2C video marketing lead to several differences in these markets, including variations in demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing, and promotional methods. For instance, B2B purchasing is characterised by formal processes involving multiple departments, while B2C purchasing is often more informal and influenced primarily by individual consumers.

Implementation
Video marketing implementation encompasses two primary avenues: in-house marketing teams and specialised agencies. In-house teams, consisting of professionals within the organisation, are tasked with strategising, creating, and disseminating video content. On the other hand, specialised agencies, commonly known as "Video Agencies" or "Video Marketing Agencies," have emerged from production or media backgrounds. These agencies bring specialised expertise, often offering a range of services from video creation to strategic distribution.

Technology Platforms
The growth of video marketing as a distinct discipline is closely tied to advancements in technology platforms. Specialised platforms like Twentythree, Vidyard, and Vimeo have played a pivotal role in providing marketers with sophisticated tools. These platforms allow for a more systematic and data-driven approach to video usage, offering enhanced analysis and tracking capabilities compared to traditional social media platforms. The integration of technology platforms enables marketers to refine their strategies, optimise content, and measure the impact of video campaigns with greater precision.

Key Attributes
A fundamental characteristic of video marketing is its reliance on multiple videos distributed across various platforms. This approach is designed to target diverse audiences strategically, aiming to achieve brand growth. Successful video marketing strategies draw inspiration from insights provided by renowned marketing thinkers, including Binet and Field, Byron Sharp, Mark Ritson, Daniel Kahneman, and others. By leveraging the wisdom of these thought leaders, video marketing endeavors to align with proven principles and methodologies, ensuring a more robust and effective campaign.

Strategic Approach
An effective video marketing strategy goes beyond the creation of visually compelling content. It delves into the realm of consumer psychology, exploring how brands can utilise emotional drivers to initiate meaningful behavior change. This strategic approach involves the incorporation of direct calls to action and other techniques aimed at enhancing brand awareness, driving conversion, and ultimately increasing profits. The strategic framework considers the entire customer journey, from initial engagement to conversion, and tail

Conclusion
In conclusion, video marketing has emerged as a pivotal element in the broader field of marketing, adapting to technological advancements and changing consumer behaviors. Whether targeting businesses or individual consumers, the strategic use of video content has become essential for organisations aiming to engage, captivate, and build lasting relationships with their target audiences.