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Title: | El vídeo en línia. Una mirada a les possibilitats d'ús d'aquest llenguatge en la comunicació corporativa digital de les empreses. |
Author: | Basté López, Ana |
Tutor: | Fernández Cuesta, Jordi |
Abstract: | The network represents the success of the audiovisual format. Online video consumption is on the rise and the trend will continue to increase in the short and medium term. The use of mobile devices has increased its consumption. Brands use the video to create a community, inform, explain, show their products or services, attract customers, among others. This paper aims review the different uses of online video and analyze more deeply the use made by companies in their communication and digital marketing plans. By conducting a review of academic literature on online video and different studies on its use on the Internet, we contextualize the different uses as well as describe the types of video, tools and video distribution platforms used by companies in the field of corporate communication and digital marketing. We also identify different strategies and ways to quantify the return of the use of video as an essential tool in business digital communications. We know that the two main strategies applied to video in digital communication are public relations and marketing. In this sense, the so-called branded content takes center stage, a term that is proposed to describe the relevant content, entertaining or interesting, with a non-advertising aspect, generated by the brands on the network. Also, the native advertising, referring to that advertising that is integrated into the natural editorial content of the different platforms on the network. Therefore, there is a tendency towards hybridization between both strategic lines, which we aim to show in this essay. We also analyze which are the responsible agents for the creation of audiovisual content in/for companies. |
Keywords: | video typologies online video digital communication digital marketing native advertising video strategy |
Document type: | info:eu-repo/semantics/bachelorThesis |
Issue Date: | 13-May-2019 |
Publication license: | http://creativecommons.org/licenses/by-nc-sa/3.0/es/ |
Appears in Collections: | Treballs finals de carrera, treballs de recerca, etc. |
Files in This Item:
File | Description | Size | Format | |
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abastelTFG0619memoria.pdf | Memòria del TFG | 3,26 MB | Adobe PDF | View/Open |
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