Digital transformation – The movements of marketing and consumer behaviors towards digital platforms – Video streaming use case

Abstract

This thesis aims to picture the movements of marketing and consumer behaviors in the era of digitalization, video streaming is an example of the transformation by taking imcreasingly a vital role in digital marketing strategy. Through this thesis, we can understand the transformation from traditional to digital platforms in marketing practice. This thesis also indicates the comparison between gen Z versus other Generations in term of online behavior during and post Covid-19 epidemic and therefore open the discussion about the threats and opportunities for brands to maintain and develop. Based on theory of marketing in general and digital marketing in specific, this thesis also skims through some public research which is related to marketing definition & history, milestones of digital marketing as well as current situation of digital marketing. Another part of the theory that the Digital reports are based on consumer behavior indicated to online activities which puts a strong foundation to explain how consumers shift to use online for searching information as well as making decision to choose brands for their needs. The concepts, marketing channels are introduced to form fundamental knowledge. Sources of theoretical knowledge are from books, public research, thesis, mainly from internet, study program and library. The main research part uses quantitative research and desk research to form up an integrated information to demonstrate and explain the practice. Quantitative survey helps to understand consumers’ behavior regarding online activities and desk research is to confirm the findings from quantitative survey on a boarder scale. More specific, the research is based on three pointed markets: Italy, Iran and Vietnam which will support to understand in specific markets as well as to give an idea to picture how the life of people under Covid-19 and how they change their behavior in shopping to online platforms. Outcome insights will help to contribute consumer insight to recommend in understanding the circumstance of the market under the impacts of Covid-19 for all businesses. Furthermore, the reasons why customers tend to use which platform by which format will help the businesses to build up a marketing plan properly. The other objective is to figure out the triggers and the barriers of using any format of information will bring brands to the new era of providing what customers’ needs. Finally, the insights from the research also help marketers to admit that digital marketing is indispensable aspect to keep in touch with target customers as well as improving brand health by reach more and right customers. Another part of the survey will object to Live streaming which is taking an important role in term of connecting customers and selling products. Live Streaming which is a part of video streaming is a potential channel that businesses could focus on in the future.