The role of video marketing in the modern business environment: A view of top management of SMEs

Abstract

In the 21st century modern business environment video marketing has been becoming the centre of attention of strategic marketing planning and the trend is still on the rise. In order to plan and execute video marketing effectively, companies need to follow trends and consequently be aware of effective new marketing options that will provide maximum business results. This article tackles those issues and provides fresh empirical data on video marketing and its role in the modern business environment. It also provides an insight into video marketing trends and possibilities that are considered crucial for the near future. The evaluated and analysed data were gathered on the basis of research carried out in 2018 among 45 top managers of small and medium-sized companies (SMEs) that have been doing business globally.