Jon Mowat

Video Marketing (eBook, ePUB)

Create Engaging Video Campaigns to Drive Brand Growth and Sales

• Format: ePub

Produktbeschreibung

In a 'video first' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales.

Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones.

Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 288
• Erscheinungstermin: 3. August 2021
• Englisch
• ISBN-13: 9781398601154
• Artikelnr.: 62288105

Autorenporträt

Jon Mowat

Inhaltsangabe

Section
ONE: Video marketing strategy
An introduction; Chapter
01: What is video marketing?; Chapter
02: Why video marketing works; Chapter
03: Understand your audience; Chapter
04: Video types and platforms; Section
TWO: Creating great videos; Chapter
05: The basics of video marketing; Chapter
06: Planning effective video campaigns; Chapter
07: Storytelling and creative that changes behaviour; Chapter
08: Activation, measurement and testing; Chapter
09: Buying media space on ad networks and social media; Chapter
10: The dark underbelly of video advertising
How to avoid losing money; Section
THREE: DIY video projects; Chapter
11: Filming and editing; Chapter
12: Filming on a smartphone and DSLRs; Section
FOUR: Creating effective video campaigns; Chapter
13: Steps 1 and 2
Where your brand content is now and setting goals; Chapter
14: Step 3
Content planning and programming strategy; Chapter
15: Step 4
Building the perfect content hub; Chapter
16: Step 5
Creating high
volume video content
And making it easy; Chapter
17: Step 6
Multi
video campaign activation and testing (how to grow ROI)

---

• Section - ONE: Video marketing strategy - An introduction;
• • Chapter - 01: What is video marketing?;
  • Chapter - 02: Why video marketing works;
  • Chapter - 03: Understand your audience;
  • Chapter - 04: Video types and platforms;
• Section - TWO: Creating great videos;
• • Chapter - 05: The basics of video marketing;
  • Chapter - 06: Planning effective video campaigns;
  • Chapter - 07: Storytelling and creative that changes behaviour;
  • Chapter - 08: Activation, measurement and testing;
  • Chapter - 09: Buying media space on ad networks and social media;
  • Chapter - 10: The dark underbelly of video advertising - How to avoid losing money;
• Section - THREE: DIY video projects;
• • Chapter - 11: Filming and editing;
  • Chapter - 12: Filming on a smartphone and DSLRs;
• Section - FOUR: Creating effective video campaigns;
• • Chapter - 13: Steps 1 and 2 - Where your brand content is now and setting goals;
  • Chapter - 14: Step 3 - Content planning and programming strategy;
  • Chapter - 15: Step 4 - Building the perfect content hub;
  • Chapter - 16: Step 5 - Creating high-volume video content - And making it easy;
  • Chapter - 17: Step 6 - Multi-video campaign activation and testing (how to grow ROI)

Rezensionen

"If you are launching a video marketing campaign for the first time this is your go to guide or if you already using video in your marketing, this will give you some new ideas. In short, this is the only book you will need to make your video marketing better." Skip Fidura, CMO, Keynote Speaker and Event Consultant