Video Marketing Create Engaging Video Campaigns to Drive Brand Growth and Sales 2nd Edition by Jon Mowat 1398601152 9781398601154
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Authors:Mowat, Jon; , Series:Management [566] , Author sort:Mowat, Jon; , Languages:Languages:eng , Published:Published:Jul 2021 , Publisher:Kogan Page Publishers
Video Marketing Create Engaging Video Campaigns to Drive Brand Growth and Sales 2nd Edition by Jon Mowat – Ebook PDF Instant Download/Delivery.9781398601154,1398601152
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Product details:
ISBN 10: 1398601152
ISBN 13: 9781398601154
Author:Jon Mowat
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.
Video Marketing Create Engaging Video Campaigns to Drive Brand Growth and Sales 2nd Table of contents:
SECTION ONE Video marketing strategy: an introduction
01 What is video marketing?
The content soup
Video marketing: a definition
How to get the most from this book
References
02 Why video marketing works
1 Moving image
2 Touch and hold: personal self and the endowment effect
3 Audience targeting
4 Emotional storytelling: the two-system mind
The two-system mind
Summary
References
Further reading
03 Video types and approaches
Thinking like a publisher
‘Always-on’ marketing
Getting attention with Hero content
Growing engagement with Hub content
Building an audience with Help content
Driving conversions with Go! content
Summary
References
04 Video platforms: what you need to know
Fluid vs fixed
Short-form vs multi-form
Social platforms vs video marketing platforms
Owned platforms
Social platforms
Short-form video
Linear vs interactive
Summary
References
SECTION TWO Creating great videos
05 The basics of video marketing
iKamper: A case study of video marketing
Summary
Reference
06 Step 1: planning
1 What are your campaign objectives?
2 Who are you talking to?
3 When are you talking to viewers?
4 Where is your audience?
5 What are you saying?
6 How will you activate?
7 What are your campaign KPIs and metrics?
Benchmarking the success of your video
Summary
References
07 Step 2: production
Visual storytelling/getting better creative
Differentiation vs distinctiveness
Helping your external agency deliver more creative content
Evaluating creativity
Creative storytelling
A structure for brand films: Emotion, Fact, Action!
Three-act structure: an alternative to EFA!
The nitty gritty of video production
Summary
References
Further reading
08 Step 3: activation
Stop! Optimize
Media types: owned, paid, earned and viral
Buying your own social media ad space
Summary
References
Further reading
09 The dark underbelly of video advertising: how to avoid losing money
Poor viewability
Brand safety
Fake views
Ad fraud
References
Further reading
SECTION THREE DIY video projects
10 DIY video production: so, it’s up to you now?
What camera, and using a smart phone
Sound recording on your phone
Apps for smart phones
Shed some light on the matter
Practical skills: A mnemonic for success
Co: colour
F: focus
F: framing
E: exposure
S: sound
11 DIY video: advanced tips
Production tips
Editorial tips
Technical tips
12 DIY video: editing your work
Extra tips on editing
SECTION FOUR Creating effective video campaigns
13 Multi-video campaigns: an introduction
Thinking like a publisher
One video platform is not enough: the need for a multi-platform approach
Six steps to an effective video campaign: an introduction
Reference
14 Steps 1 and 2: reviewing brand content and setting goals
Where are you now? Video content audits
Setting goals
References
15 Step 3: content planning and programming strategy
The content tree
Programming
Timings: what time of day is best?
References
16 Step 4: building the perfect content hub
Interactivity on video content hubs
Structuring and optimizing your video content hub
17 Step 5: create high-volume video content – easily
Do you need it, and when do you need it?
Building your internal team
Outsourcing your video and strategy
Summary
References
18 Step 6: activate your multi-video campaign and test
Pre-launch prep
Launch day
Post-launch: the four Rs – review, renew, refresh, reiterate
Activation key points
Section Four summary
References
19 Live video: online events and webinars
Live video formats
Webinars
Building an audience for your live video output
Moderating live content
Live-streamed video examples
Summary
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