New Ideas in Marketing
Essential news for marketers, summarised by YouGov

It can help businesses maintain control over their content.

This piece suggests structural approaches that businesses can leverage to create videos to market brands and deliver enriching customer experience. Marketers can publish a pre-recorded video on the brand-owned and operated media channels like websites or blogs while disabling on-page feedback to create a broadcast-only environment.

Companies can also Livestream their videos using a webinar platform or video conferencing tools. Enabling viewers to comment during the live broadcasts, ask questions via chats or join the ongoing conversation can make it a participative experience for the viewers.

Depending upon the level of control brands want over their content, they can decide to go live or host a pre-recorded video. Marketers should accordingly construct video conversations based on their need for either scripting the message or allowing more casual and unstructured conversations.

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[10 minute read]

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