短视频营销论文外文文献

In the contemporary digital landscape,短视频 marketing has emerged as a powerful tool for businesses to engage with their target audience. This paper explores the latest trends and strategies in短视频 marketing by reviewing a selection of foreign literature, providing insights into the effectiveness and potential challenges of this burgeoning marketing approach.

The rise of短视频 platforms such as TikTok, Douyin, and Instagram Reels has transformed the way brands communicate with consumers. According to a study by eMarketer (2020), the global短视频 app user base is expected to reach 1.3 billion by 2025, highlighting the immense potential for businesses to tap into this market. The literature reviewed in this paper delves into the various aspects of短视频 marketing, including its impact on brand awareness, consumer engagement, and sales.

One of the key findings from the literature is the importance of content creativity in短视频 marketing. A study by Li et al. (2021) suggests that innovative and engaging content is crucial for capturing the attention of viewers in a highly competitive environment. The study highlights the use of storytelling, humor, and emotional appeal as effective strategies for creating compelling短视频 content that resonates with the target audience.

Another significant aspect of短视频 marketing is the role of influencer collaboration. A research paper by Zhang and Wang (2020) explores the impact of influencer marketing on brand awareness and sales. The study reveals that collaborating with influencers who have a strong connection with their audience can significantly enhance the effectiveness of短视频 marketing campaigns. Influencers act as brand advocates, leveraging their credibility and reach to promote products and services to their followers.

The literature also emphasizes the importance of data analytics in optimizing短视频 marketing strategies. A study by Chen et al. (2021) discusses the use of artificial intelligence and machine learning algorithms to analyze user behavior and preferences, enabling businesses to tailor their content and targeting strategies for maximum impact. The study suggests that data-driven decision-making can lead to higher conversion rates and improved return on investment (ROI) for短视频 marketing campaigns.

However, the literature also acknowledges the challenges associated with短视频 marketing. One such challenge is the issue of ad fraud, as highlighted by a report by WhiteOps (2020). The report estimates that ad fraud costs businesses approximately $7.2 billion annually, with短视频 platforms being particularly vulnerable to fraudulent activities. This calls for stringent measures to ensure the authenticity and integrity of短视频 marketing campaigns.

Moreover, the rapid evolution of technology and consumer preferences poses a challenge for businesses to keep up with the latest trends. A study by Kietzmann et al. (2021) emphasizes the need for continuous innovation and adaptation in短视频 marketing strategies to maintain relevance and effectiveness. Brands must stay agile and responsive to changes in the digital landscape to maximize the potential of短视频 marketing.

In conclusion, the foreign literature reviewed in this paper highlights the immense potential of短视频 marketing in engaging consumers and driving business growth. The effectiveness of this marketing approach lies in its ability to deliver creative, data-driven, and influencer-powered content that resonates with the target audience. However, businesses must also be aware of the challenges associated with短视频 marketing and adopt strategies to mitigate risks and maximize returns. As the digital landscape continues to evolve, staying informed and adaptable will be key to leveraging the power of短视频 marketing for sustainable business success.