Video Marketing Strategy
Kogan Page Ltd (Verlag)
978-0-7494-8159-9 (ISBN)
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Harness the power of video and create effective video marketing campaigns that will raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets, with this invaluable guide to creating engaging content. Written by the experienced and award-winning video marketer, Jon Mowat.
Video is the single most effective tool that marketers can use to cut through the noise and deliver measurable results. Driven by consumer demand and with the backing of the largest social media platforms, our world is becoming 'video first'.
Video Marketing Strategy allows marketers to harness the power of video, with an in-depth look at the world's most powerful medium and how it can radically magnify a brand's voice by creating a level of emotional engagement that can't be achieved any other way.
Exploring both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?), this book looks at how multiple videos can form wider campaigns, while exploring content hubs, activation strategies and testing.
Filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan, plus insights from prominent industry practitioners and case studies from around the world, across sectors and industries, this book offers readers the magic formula for using video campaigns successfully.
Jon Mowat is an award winning content creator and video strategy expert. Since 2005 he has been Managing Director at Hurricane Media, the UK's foremost video marketing agency, and previously spent 15 years at the BBC as producer and director on documentaries screened internationally on BBC 1, BBC2, Channel 4 and Discovery. He has won numerous industry awards, including three from the Royal Television Society.
Section - ONE: Video Marketing Strategy: An Introduction
Chapter - 01: What Is Video Marketing?;
Chapter - 02: The Growth of Video Marketing;
Chapter - 03: Why Video Marketing Works;
Chapter - 04: Video Types and Approaches;
Chapter - 05: Which Online Video Platforms (OVP) Should Brands Use?
Chapter - 06: Conclusion to Section 1;
Section - TWO: Creating Great Videos
Chapter - 07: Creating Great Videos: An Introduction;
Chapter - 08: The Basics of Video Marketing;
Chapter - 09: The Magic Formula for Great Video: An Introduction;
Chapter - 10: The Magic Formula: Planning Effective Video Campaigns;
Chapter - 11: The Magic Formula: Storytelling and Creative That Changes Behaviour;
Chapter - 12: The Magic Formula: Activation, Measurement and Testing;
Chapter - 13: The Dark Underbelly of Video Advertising: How To Avoid Losing Money;
Section - THREE: DIY Video Projects
Chapter - 14: DIY Video: An Introduction;
Chapter - 15: DIY Video: Filming On A Smartphone;
Chapter - 16: DIY Video: Filming On DSLRs;
Chapter - 17: DIY Video: Advanced Filming Tips;
Chapter - 18: DIY Video: Editing;
Section - FOUR: Creating Effective Video Campaigns
Chapter - 19: Multi-Video Campaigns: An Introduction;
Chapter - 20: Steps 1 and 2: Where Your Brand Content Is Now and Setting Goals;
Chapter - 21: Step 3: Content Planning and Programming Strategy;
Chapter - 22: Step 4: Building the Perfect Content Hub;
Chapter - 23: Step 5: Creating High-Volume Video Content - and Making It Easy;
Chapter - 24: Step 6: Multi-Video Campaign Activation and Testing (How To Grow ROI);
Chapter - 25: Adding Live Video To Your Campaign;
Chapter - 26: Multi-Video Campaigns: A Summary;
| Erscheinungsdatum | 26.02.2018 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 470 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7494-8159-5 / 0749481595 |
| ISBN-13 | 978-0-7494-8159-9 / 9780749481599 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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