Chapter 5 Online Branding and Video Marketing – Part 1

This chapter covers the following objectives:

* Describe ways in which consumer media habits are changing

* Discuss how and why online advertising and promotion is effective

* Define major branding concepts

* Understand how marketers are using online techniques to build and reinforce brands

* Describe ways in which consumers are consuming video

* Identify the types of videos businesses can use to reach both consumers and business consumers

* Discuss the elements of video marketing strategy

* Identify key video marketing metrics

* Explain why video marketing is valuable to small as well large businesses