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Video-Marketing auf Corporate Social Media. YouTube in der Unternehmenskommunikation

Video-Marketing auf Corporate Social Media. YouTube in der Unternehmenskommunikation

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Hohenheim, Sprache: Deutsch, Abstract: In dieser Arbeit soll hervorgehoben werden, warum gerade Video Marketing in den Corporate Media einen großen positiven Einfluss auf das Unternehmen haben kann. Dabei wird ein Beispiel eines Unternehmens auf dem sozialen Netzwerk YouTube betrachtet, der größten Videoplattform der Welt. In den letzten Jahrzehnten hat sich die Unternehmenskommunikation stark gewandelt. Durch die neuen Medien suchen Unternehmen immer mehr den direkten Kommunikationsweg zu ihren Stakeholdern/Stakeholderinnen. Das strategische Marketing oder auch "Content Marketing" ist für die Inhalte verantwortlich, also wie und was kommuniziert werden soll. Allein im letzten Jahr wurden über 9,4 Milliarden Euro im DACH-Raum in Content Marketing investiert. Kientzler (2018) fand heraus, dass 70% der in seiner Studie befragten Unternehmensvertreter: innen davon überzeugt sind, dass Content Marketing und crossmediale, unternehmenseigene Medien in Zukunft relevanter für das Marketing sein werden. Auch Mast (2020) stellt fest, dass die direkte Kommunikation mit Kunden/Kundinnen immer wichtiger wird. Neue Formen des Content Marketings wie z.B. Unternehmenskanäle auf Social Media kommen auf. Die Kundenbindung und die Beziehungspflege stehen hier im Vordergrund, denn eine gute Kundenbeziehung wirkt sich positiv auf den Geschäftserfolg aus.


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Product Details
  • ISBN-13: 9783346677495
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 3346677494
  • Publisher Date: 08 Jun 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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