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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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Chapter 6. Video Marketing: Taking Video to the Next Level

The Video Craze

There is no doubt of the huge video craze across the world. Everything has been shifting from text and audio to video. We want to see things rather than just read or hear them. The social-proof factor (“hey, I saw it instead of just reading it”), entertainment factor, ease of use, and ability to find pretty much anything online continues to drive the video market and its popularity.

One major shift that has occurred is the shift from physical DVD viewing to the availability of on-demand viewing. If you want something, you typically want it now. You don’t want to get in the car, strap the kids in the car seats, and hike down to Blockbuster or the local Family Video store ...

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