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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.
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.
Fully updated with new information, including the latest changes to YouTube! If you're a marketer, consultant, or small business owner, this is the guide you need to understand video marketing tactics, develop a strategy, implement the campaign, and measure results. You'll find extensive coverage of keyword strategies, tips on optimizing your video, distribution and promotion tactics, YouTube advertising opportunities, and crucial metrics and analysis. Avoid errors, create a dynamite campaign, and break it all down in achievable tasks with this practical, hour-a-day, do-it-yourself guide. Shows you how to successfully develop, implement, and measure a successful video marketing strategy Written in the popular An Hour a Day format, which breaks intimidating topics down to easily approachable tasks Thoroughly updated with the latest YouTube functionality, helpful new case studies, the latest marketing insights, and more Covers optimization strategies, distribution techniques, community promotion tactics, and more Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization Shows you how to optimize video for YouTube and search engine visibility Give your organization a visible, vital, video presence online with YouTube and Video Marketing: An Hour a Day, Second Edition.
A good marketing video can grab customers' attention and maybe even boost your profits. Get the expertise of four video marketing pros, for maximum return on video investment, so you can create a buzz-worthy video and reach the right audience.
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design
WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it, you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you're just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth. In this groundbreaking new book you'll discover: - How to get new customers, clients or patients and how to make more profit from existing ones. - Why "big business" style marketing could kill your business and strategies that actually work for small and medium-sized businesses. - How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money. - A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan. - How to annihilate competitors and make yourself the only logical choice. - How to get amazing results on a small budget using the secrets of direct response marketing. - How to charge high prices for your products and services and have customers actually thank you for it.
NEW YORK TIMES BESTSELLER #1 WALL STREET JOURNAL BESTSELLER Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth. Blue Ocean Shift is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process. With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. Blue Ocean Shift is indispensable for anyone committed to building a compelling future.
At the core of the 2014 update are the top 21 questions the author is asked about YouTube (as well as a few that people should be asking).
“Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.” -Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0 "How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.” -Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You "If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written." -Jay Baer, New York Times bestselling author of Youtility" The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves!" -David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service "The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy." -Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods" What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling." -Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules "Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model." -John Lee Dumas, Founder, EntrepreneurOnFire" The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint." -Scott Stratten, bestselling author and President of UnMarketing Inc." Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort!" -Scott Maxwell, Managing Partner/Founder OpenView Venture Partners