Video as a marketing communication tool in the customer value chain
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School of Science |
Master's thesis
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Instructions for the author
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Date
2011
Department
Major/Subject
Vuorovaikutteinen digitaalinen media
Mcode
T-111
Degree programme
Language
en
Pages
vi + 90 + liitt. (+9)
Series
Abstract
The objective of this Master's Thesis is to examine how video material can be used in a customer value chain, what customers need video material for, and what challenges these needs pose to the case company. The purposes of the videos produced by the case company have been to raise awareness about the company, its products and features, and to educate their customers in how to use their software products. There has been little consistency in how the videos have been produced and distributed, or even knowledge of video material on certain subjects existing. Knowledge of how customers perceive and use the offered video material has been scattered. I found no earlier research on any similar subject. Thus, I concentrated on studies on adjacent fields to build my empirical study on. These included studies on the customer value chain, customer value and storytelling in marketing communication. My empirical study consisted of interviews with the case company employees in various positions and countries, interviews with the largest resellers of the case company, a few interviews with their customers, and two global online surveys: one for the company employees and one for customers. Earlier studies have all emphasized the role of and the communication with the receiver or customer, including the customer point of view and the benefits for the customer. Perhaps the most important observation is that in addition to value being created for the customer, it is also co-created with the customer. Over time, both customer and supplier learn in more depth what the customer actually values and how to maximize that value. Also, human beings seem to store and interpret information in narrative form, so constructing messages into a story enables the receiver to identify with the character(s) and absorb the message better. Over the customer value chain, video can be used in a range of different ways. First, to grab the attention of potential customers by visually presenting the company with the top benefits that it offers. This should be complete with visual stories of customer references and specific products or features aimed to solve the problems of a given potential customer. New customers mostly need basic training videos, while existing customers need more advanced training and support videos. Both new and existing customers need videos presenting the top new products and features. A growing need among the case company's customers was to have information in video format. This need corresponds to the case company's challenges of insufficient resources and undefined video production and distribution process. The latter challenge includes the lack of a good place to store, find, watch, share and evaluate videos. My improvement suggestions include allocating personnel to become owners and developers of a video process, responding to strategic video demands, and extracting video material from customers by enabling and encouraging them to produce videos.Description
Supervisor
Takala, TapioThesis advisor
Puntila, PäiviKeywords
video, video, customer value chain, kundens värdekedja, customer value learning, inlärning av värde för kunden, customer lifecycle, kund livscykel, storytelling, berättelser, marketing communication tool, verktyg för marknadsföringskommunikation