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.
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)
