Video Marketing Strategy: Harness the Power of Online Video to Drive Brand Growth

  • 4h 41m
  • Jon Mowat
  • Kogan Page
  • 2017

Video is the single most effective tool that marketers have to raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets. 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 and create effective video campaigns. This in-depth look at the world's most powerful medium helps brands to radically magnify their voice by tapping into a level of emotional engagement that can't be achieved any other way. The book explores both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?). It looks at how multiple videos form wider campaigns and covers content hubs, activation strategies and testing. It is filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan.

Written by an award-winning video marketer with decades of experience, Video Marketing Strategy gives readers the magic formula to create engaging, effective content. Truly global in scope, it features case studies from around the world, and shows how marketers from all sectors and industries have used video campaigns successfully. Featuring insights from prominent industry practitioners Video Marketing Strategy is jam-packed with guidance on how to make videos that cut through the market place and deliver measurable results.

About the Author

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.

In this Book

  • What is Video Marketing?
  • The Growth of Video Marketing
  • Why Video Marketing Works
  • Video Types and Approaches
  • Which Online Video Platforms (OVPs) Should Brands Use?
  • Conclusion to Section 1
  • Creating Great Videos: an Introduction
  • The Basics of Video Marketing
  • The Magic Formula for Great Video: an Introduction
  • The Magic Formula: Planning Effective Video Content
  • The Magic Formula: Storytelling and Creative that Changes Behaviour
  • The Magic Formula: Activation, Measurement and Testing
  • The Dark Underbelly of Video Advertising: how to Avoid Losing Money
  • Diy Video: an Introduction
  • Diy Video: Filming on a Smartphone
  • Diy Video: Filming on Dslrs
  • Diy Video: Advanced Tips
  • Diy Video: Editing Your Work
  • Multi-Video Campaigns: an Introduction
  • Steps 1 and 2: Where Your Brand Content is now and Setting Goals
  • Step 3: Content Planning and Programming Strategy
  • Step 4: Building the Perfect Content Hub
  • Step 5: Creating High-Volume Video Content – and Making it Easy
  • Step 6: Multi-Video Campaign Activation and Testing (How to Grow Roi)
  • Adding live video to your campaign
  • Multi-Video Campaigns: a Summary
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