Marketing scientist to head new centre to help brands unravel mysteries of video content
Brands are still viewing investment in video as a “risk” as they struggle to understand how best to use the platform, according to marketing science expert Dr Karen Nelson-Field.
The comments came as she prepares to launch, and lead, a new research centre at the University of South Australia to help marketers unearth best practice and to unlock the potential of video content.
Nelson-Field, former senior research associate at marketing institute Ehrenberg-Bass, said the Centre for Digital Video Intelligence, to be formerly launched in New York later this year, has already drawn interest and investment from brands looking to improve their video marketing.
Well done, Karen!
Smash marketing myths with marketing science.
Congratulations Karen. Best of luck with the new venture.
All ad people should read your book to better understand the online video space.
Karen, before you look at how best to use video content platform, shouldn’t you firstly analyse whether it actually works in driving growth? YKaren, before you look at how best to use the video content platform, shouldn’t you research about whether it actually works in driving growth in sales. You are a marketing ‘scientist’ right?