The Role of Video Media in Modern Business Development Strategies

This report examines the significant impact of video media on modern business practices. It explores how video enhances communication, from internal workplace interactions to external marketing campaigns, and its role in business expansion. The report highlights the influence of the internet and social media in video consumption, emphasizing the importance of copyright in the digital age. It discusses the technological aspects essential for effective video communication, including hardware, software, and internet infrastructure. Furthermore, the report touches upon the challenges businesses face, such as technological barriers and copyright infringement, while also emphasizing the need for employee training in utilizing video technology effectively. The analysis includes insights from various scholars and concludes that video media is an undeniable force in modern business development, necessitating strategic integration across all business functions.

Running head: VIDEO MEDIA AS BUSINESS
Video Media as Business
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Introduction:................................................................................................................................2
2. Video as business today:..............................................................................................................2
3. The role of internet in the consumption of Video:......................................................................4
4. Copyright in the digital age:........................................................................................................5
5. Technology matters:....................................................................................................................6
6. Report documentation:.................................................................................................................7
7. Conclusion:..................................................................................................................................7
Reference List:.................................................................................................................................8
Appendices:...................................................................................................................................10

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1. Introduction:
In the global business scenario the impact of video has left innumerable influence for
enhancing the business process in the international market. The advancement of video
conference has rendered many people for working together even if they are sitting at different
geographical market. Video as a media has enhanced the workplace communication rapidly.
From human resource managers to the project managers every single person has received
positive impact after the emergence of video media. Human resource managers do not have to
meet the applicants for maintaining their recruitment procedure. As a result, people belonging to
different geographical area are able to be the part of business organization. Automatically the
rate of diversity is getting raised. On the other hand, unified communication solution is the most
effective ways of allowing a particular organization in combining video conference along with
voice over internet protocol. This particular advancement of technology has become a bridge
between the two persons belonging to different geographical corners. This particular study has
provided an in-depth overview about the impact of view as a media of communication in order to
enhance the current business market. The study has highlighted current scenario on how various
business organizations belonging to the different industries are successful enough expanding
their business after using video media as their primary vehicles.
2. Video as business today:
As per global media report, Video is the most recognizable medias among 12 popular
media vehicles all over the World (Pradeep, Knight & Gurumoorthy, 2012). 50% of the global
organizations have concentrated to sue video as their biggest media platform in order to expand
their entire business process (Phalen & Ducey, 2012). In comparison to the Global scenario,

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Bulgaria is not well developed in using video for business enhancement. The business market
size of this particular city is not very much high. The rate of international customers of the
business organizations of Bulgaria is low. Jussila, Kärkkäinen & Leino (2012) stated that the
success of business in current era is highly dependent on the way of communication. In order to
reach the doorstep of people business promotion is highly important. International customers
show their interest in purchasing a particular product or service only when this product has
gained immense reputation. Therefore, video promotion in now a day has become very much
popular for promoting the brands in global market. With the help of video promotion both the
customers and the marketing executives can get a scope to promote their business directly.
Target customers get an immediate feedback from the marketing executives (Kurz et al., 2014).
This particular form of promotion has enhanced the business scope and opportunity rapidly.
Even five years ago, business experts were not very much concerned about video promotion.
Marketing managers liked to use electronic media as well as print media for circulating their
brands in different geographical market. In this kind of situation, brands intended to be restricted
within a specific geographical boundary. The emergence of video in promotion for the business
enhancement has rendered enough scope and opportunity in dragging the attention of customers.
Jang et al. (2013) opined that video as a media of communication is not only effective for
the business promotion. It has enhanced the scope of employees. Business experts in earlier had
to recruit employees being dependent on the regional talents. The current scenario is completely
different. Human resource managers with the help of view conference are compatible enough in
hiring a new employee who belongs to other geographical sector. As a result, people belonging
to different geographical boundaries and attitudes are flexible enough for being the part of any
organization. Project managers even are successful enough in communicating with the others

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with the help of video conference (Laroche, Habibi & Richard, 2013). In addition, with the help
of video conference along with voice over internet protocol people service providers can
communicate with the clients directly. The individuals do not have to struggle in communicating
with each other after the emergence of video media. The communication between the service
providers as well as service users has become very much effective after the emergence of video
media.
3. The role of internet in the consumption of Video:
In the present media scenario the importance of social media leaves major significance.
Large number of business organizations has spread their entire wings of business with the help of
social media. Lim et al. (2012) stated that business experts with the help of video communication
are successful enough in maintaining one way communication. The marketing executives are not
very much successful in interacting with the people by using video as medium of
communication. On the other hand, the role of social media is undeniable. With the help of social
media platform target customers get the scope of sharing their views regarding brand or service
process. As a result, an effective communication has been conducted between the service
providers and the service users in social media platform.
It is undeniable the business expansion or brand promotion can never be successful
without the assistance of internet. Maintaining video conference, voice over protocol, social
media communication is possible only when internet accessibility is there. People belonging to
different geographical markets would able to make an effective communication only when
internet communication plays a major impact (Cunningham,2012). At the same time, it is
undeniable that large number of business organizations fails to run their entire business process

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successfully due to the lack of proper internet operation. Employees working within the
organization fail to operate the internet feasibility properly due to the lack of technological skill
and operating competency. As a result, employees cannot handle sudden technology crisis
happening at the workplace. This kind of business scenario has become a major hurdle for
maintaining entire wings.
In the previous era business executives did not have enough scope and opportunity in
communicating with the international customers. Marketing executives could never place their
brand beyond going the regional market( Lavanya & Ramachandran, 2013). In this kind of
situation, entire business process has become very much restricted within regional market. The
emergence of internet has rendered an evolutionary change in the overall business scenario.
4. Copyright in the digital age:
After the entrance of digital media within the entire business industry large number of
piracy and plagiarism activities is also happening in day to day life. Copy writers intend to
plagiarize the content without any information. As a result, consumers intend to show a negative
impression on the overall business industry as well as products. At the same time, business
industry is getting affected day by day due to the misuse of content. It has been observed that
content writers intend to put adultery while developing the content that is unethical for broadcast.
Therefore, the copyright infringement act has rendered a major restriction on the overall
marketing sector (Rayburn & Hoch, 2012). Every business organization while publishing and
promoting their brand has to maintain copyright act. At the same time brand managers should
develop the content in such a way that people belonging to different attitudes and backgrounds
can easily understand the content. Copy writers should not focus on any gender or cultural

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biasness. Every culture and region should be treated with equal respect and dignity (Vartanova,
2013). People belonging to different geographical market can be flexible in going though the
advertising campaign. After the implementation of copyright act the customers have started to
receive non-plagiarized campaign I the global business scenario.
5. Technology matters:
It is undeniable that emergence of video promotion as well as video conference has
rendered a revolutionary change in the overall business process of numerous organizations
belonging to different industries. In order to make an effective video conference successful the
flexibility of hardware is undeniable. The users need to have a proper headphone to maintain an
effective communication. On the other hand, in order to operate the entire process of technology
the importance of hardware is undeniable. On the other hand, after collecting information the
business expert has to put the data in proper place (Barczyk & Duncan, 2012). Therefore, while
maintaining data the role of software is highly significant. With the help of data record the entire
performance level of the employees can be measured. At the same time, the current needs and
demands of the customers can also be recorded by maintaining a proper database.
It has often been observed that due to the lack of proper technology operation the
necessary data and information are getting removed. A proper technology user should know the
systematic method of file format and scanning in order to keep the internal memory up to date.
Employees within the business organization do not maintain file format. As a result, relevant
data get removed frequently. The entire process of business loses its systematic flow due to these
expected happenings. In addition, business organizations have to face challenges in payment
issues as well. While running the business employers fail to pay the bill of internet

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systematically. Technological barrier becomes one of the most significant issues for hampering
the entire process of business (Gensler et al., 2013). At the same time, it is undeniable that
employees due to the lack of proper training have to face innumerable barriers in using the
advancement of technology especially while making video conference.
6. Report documentation:
(Referred to appendix about the rate of social network users from 2011 to 2015)
7. Conclusion:
The study has focused to make an in-depth analysis about the impact of video as one of
the most effective media of communication. Different eminent scholars have provided their own
opinion regarding the impact of video in enhancing business performance level in the global
market. It is undeniable that emergence of video has made the entire business process more
communicative. People belonging to different geographical boundaries are successful enough in
interacting with each other with the help of advancement of technology.
Project managers can control the entire team with the help of video conference. Human
resource managers get the flexibility of hiring employees from various geographical locations
with the help of audio-visual interview process. Marketing manages can reach the doorstep of
customers with the help of video campaign through different social media platform. Therefore,
the impact of video as a media is business expansion of undeniable. Therefore, employees can be
provided proper training and development session so that they can be accustomed with the
advancement of technology.

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Reference List:
Barczyk, C. C., & Duncan, D. G. (2012). Social networking media: An approach for the teaching
of international business. Journal of Teaching in International Business, 23(2), 98-122.
Cunningham, S. (2012). Emergent innovation through the coevolution of informal and formal
media economies. Television & New Media, 13(5), 415-430.
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the
social media environment. Journal of Interactive Marketing, 27(4), 242-256.
Jang, H. J., Sim, J., Lee, Y., & Kwon, O. (2013). Deep sentiment analysis: Mining the causality
between personality-value-attitude for analyzing business ads in social media. Expert
Systems with applications, 40(18), 7492-7503.
Jussila, J. J., Kärkkäinen, H., & Leino, M. (2012). Learning from and with customers with social
media: A model for social customer learning. International Journal of Management,
Knowledge and Learning, 1(1), 5-25.
Kurz, T., Güntner, G., Damjanovic, V., Schaffert, S., & Fernandez, M. (2014). Semantic
enhancement for media asset management systems. Multimedia tools and
applications, 70(2), 949-975.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How
brand loyalty is affected by social media?. International Journal of Information
Management, 33(1), 76-82.

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Lavanya, R., & Ramachandran, V. (2013). Cloud based video on demand model with
performance enhancement. Malaysian Journal of Computer Science, 24(2).
Lim, S., Cha, S. Y., Park, C., Lee, I., & Kim, J. (2012). Getting closer and experiencing together:
Antecedents and consequences of psychological distance in social media-enhanced real-
time streaming video. Computers in Human Behavior, 28(4), 1365-1378.
Phalen, P. F., & Ducey, R. V. (2012). Audience behavior in the multi-screen “video-
verse”. International Journal on Media Management, 14(2), 141-156.
Pradeep, A., Knight, R. T., & Gurumoorthy, R. (2012). U.S. Patent No. 8,270,814. Washington,
DC: U.S. Patent and Trademark Office.
Rayburn, D., & Hoch, M. (2012). The business of streaming and digital media. CRC Press.
Vartanova, E. L. (2013). The media and the individual: economic and psychological
interrelations. Psychology in Russia: State of the art, 6(1).

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Appendices:
Appendix 1: The rate of social network users from 2011 to 2015
Appendix 2: Rate of audio and video conference users

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Appendix 3: Strategic benefits of video conference