Growth of video marketing on over the top (OTT) & social media platforms: A boon for digital marketers

Abstract

Digital marketing has evolved significantly since its inception and over the period, the digital marketers have started realising the impact which it can create on the minds of their customers. Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient. A marketer is always on the search of a platform where he can buy maximum number of his target audience. One such emerging platform is OTT and social media. In this article, an attempt is being made to bring out the advantages of such platforms to marketers.