Overview

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.

Full Product Details

Author:   Jon Mowat
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   2nd Revised edition
Dimensions:   Width: 15.80cm , Height: 1.60cm , Length: 23.40cm
Weight:   0.440kg
ISBN:  

9781398601147

ISBN 10:   1398601144
Pages:   288
Publication Date:   03 August 2021
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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)

Reviews

"""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 * ""A fantastically easy-to-read, practical and hands-on book that covers the theory and practice of creating great video marketing. I learned a huge amount and enjoyed reading it - not an easy thing to achieve! Highly recommended."" * Daniel Rowles, CEO, TargetInternet.com * ""This is the perfect guide to creating valuable video content for your business, campaign or organization. This will be a well-thumbed resource for any marketer or content creator."" * Sonja Nisson, co-author of Valuable Content Marketing *"

This is it! If you are launching a video marketing campaign for the first time this is your go to guide. 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 * A fantastically easy-to-read, practical and hands-on book that covers the theory and practice of creating great video marketing. I learned a huge amount and enjoyed reading it - not an easy thing to achieve! Highly recommended. * Daniel Rowles, CEO, TargetInternet.com *

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 * A fantastically easy-to-read, practical and hands-on book that covers the theory and practice of creating great video marketing. I learned a huge amount and enjoyed reading it - not an easy thing to achieve! Highly recommended. * Daniel Rowles, CEO, TargetInternet.com * This is the perfect guide to creating valuable video content for your business, campaign or organization. This will be a well-thumbed resource for any marketer or content creator. * Sonja Nisson, co-author of Valuable Content Marketing *

Author Information

Jon Mowat is the founder and MD of Hurricane, an award-winning video marketing agency which has worked with organizations including BMW, Axa, Costa Coffee and UN Environment. With decades of experience in the industry, he previously produced documentaries for the BBC, and now turns his expertise to create video content to meet clients' business objectives. Based in Bristol, UK, he is a regular international conference speaker and has been published in a wide range of marketing publications including Adweek, Brandwatch, CIM, Smart Insights and Social Media Today.

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