MARKETING PATHWAYS TO SUCCESS: MARKETER PARADIGM SHIFT TOWARDS THE VIDEO ERA – TRENDS 2023

ABSTRACT

This research aims to analyze the use of video in the marketing strategies of large companies in Indonesia. The theory in this research is marketing theory which functions to understand how videos are used to influence consumer behavior. The research method is a descriptive quantitative method with secondary data taken from the Wyzowl Research Institute report published by Katadata.co.id. The research results show that the use of video in marketing has proven effective in increasing brand awareness and consumer engagement, but challenges such as budget and content competition remain major concerns for companies adopting it.

KEYWORDS

Video Marketing, Marketing Strategy, Use of Content, Marketing Effectiveness