Video Marketing

Create Engaging Video Campaigns to Drive Brand Growth and Sales
2. Auflage 2021
ISBN: 978-1-3986-0114-7
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Format (B × H): 153 mm x 229 mm, Gewicht: 560 g

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.

Autoren/Hrsg.

Mowat, Jon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• 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)

Über Autor(innen)

Mowat, Jon
<b>Jon Mowat</b> 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.

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.