In the today’s digital era,the advent of short video marketing as a novel form of communication has emerged as a key strategy for augmenting brand impact and market competitiveness.With its fast-paced delivery,divers...In the today’s digital era,the advent of short video marketing as a novel form of communication has emerged as a key strategy for augmenting brand impact and market competitiveness.With its fast-paced delivery,diverse content formats,and strong user engagement,it caters to the need for quick information and entertainment during fragmented time,making it a dominant approach for brand promotion.As such,this paper uses Lumila potato chips from Zhaotong,Yunnan,as a case study to explore the application of short video marketing in promoting local specialty brands.By analyzing key strategies like topic-driven marketing,the combination of creative content and entertainment elements,and online-offline integration,it reveals how short video marketing can break via the limitations of the regional market via innovative content and cultural integration,and significantly enhance the brand’s national awareness and market competitiveness.The results demonstrate that short video marketing effectively addresses challenges faced by local brands,such as limited reach and low recognition,providing valuable experience and support for digital marketing of local brands.展开更多
文摘In the today’s digital era,the advent of short video marketing as a novel form of communication has emerged as a key strategy for augmenting brand impact and market competitiveness.With its fast-paced delivery,diverse content formats,and strong user engagement,it caters to the need for quick information and entertainment during fragmented time,making it a dominant approach for brand promotion.As such,this paper uses Lumila potato chips from Zhaotong,Yunnan,as a case study to explore the application of short video marketing in promoting local specialty brands.By analyzing key strategies like topic-driven marketing,the combination of creative content and entertainment elements,and online-offline integration,it reveals how short video marketing can break via the limitations of the regional market via innovative content and cultural integration,and significantly enhance the brand’s national awareness and market competitiveness.The results demonstrate that short video marketing effectively addresses challenges faced by local brands,such as limited reach and low recognition,providing valuable experience and support for digital marketing of local brands.
