The Potential of Video Content in Digital Marketing and Urban Communication

This article examines the evolution of video content in digital marketing and its use in urban communication. The theoretical part of the paper includes an assessment of the position of video content in the context of digital platforms and generations. The empirical part is based on qualitative research - interviews with digital marketing experts. The data from the interviews reveal the importance of the role of video content in digital marketing and its potential for development in the near future, including the suitability and relevance of its format to the specifics of urban communication. The analysis of the information gathered in the expert interviews led to conclusions and proposals for the application of video content in urban communication through digital marketing, thereby improving the quality of communication between urban development stakeholders.