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 How shall we then market? May 09, 2008
Jessica Kizorek has touched on the future giving a forward view of how we will market the future - whether profit or not-for-profit. Kizorek has taken the idea of video on the net and adapted it to meet the driving demand of an ever increasing faster paced generation that uses the internet for study, research, evaluation, shopping and the list goes on.
The adage a picture is worth a thousand words is not eliminated from our vocabulary - today we have to revise that - the video provides not only a picture but a concept that communicates a message worth not only the thousand words, but engages the viewer in the concept - there is increasing awareness when we are seeing what we are hearing. That has a greater likelihood of creating a response.
Excellent material - prepared in an easily read format - worthwhile!
1 of 1 found the following review helpful:
 An excellent guide to an important marketing vehicle Apr 20, 2008
There's no doubt that video is the big thing on the Internet. It is a great marketing vehicle and it's evolving all the time. But it needs to be done correctly.
This well-written book covers the basics of what's going on with video on the Web. It also covers what can be done with video, a little bit about such things as lighting, panning and zooming. Nothing is covered in great depth. That is both the weakness and strength of the book.
I only found one typo --- rare in book publishing today. It's an easy read on slick paper stock --- very nicely done.
I highly recommend this book to all those in marketing, advertising and related fields and also to people who are thinking of using video on their Web sites.
-Susanna K. Hutcheson
1 of 1 found the following review helpful:
Nice Overview of Marketing with Video Apr 12, 2008
My daughter is a teen pop singer and on a number of internet social sites to promote her music. Many of these sites support the integration of video. She has gotten a great reaction to her videos, with thousands of views. We picked up Jessica Kizorek's book to learn more video tips and techniques.
Jessica's book does not disappoint. Though I knew that videos were popular, I didn't realize how increasingly popular they are becoming. Because they can engage the viewer so much they are an excellent tool to use to share information. Jessica Kizorek opens the book in the chapter, "Why Use Video?" with clear data on how our society is becoming more geared to internet useage and how we want to personalize our experiences. She explains in subsequent chapters how to use video most effectively regardless of budget, how to understand your audience, and how to gauge success and produce internet videos. She includes examples of successful campaigns, how to get your video watched, and how to avoid legal issues. Bonus chapters include a well thought out section on Non-Profit Organizations and a section on International Video Production.
The 194 page book is interspersed with comments from leaders in the industry and media fields. I found these comments interesting and adds to the buzz Kizorek builds about video marketing.
Overall the book shares alot of great information. There are several drawbacks to the book, in my opinion. Though she does an extensive job for non-profits she could have been more thorough for other groups of people likely to use videos such as musicians. Also the book lacks an index for easy reference. I also felt that the book cover and style was not very creative. It has the look of a primary textbook.
Overall though the book is a nice overview on internet video marketing.
~ Lee Mellott
1 of 1 found the following review helpful:
 For anyone who wants to know more about video on internet Apr 01, 2008
Do you use the internet to market your business, product, or service? Notice that I did not say, "Do you have a website?" Anyone who thinks that internet marketing means having a website has just demonstrated that the internet marketing part of their business plan is doomed to failure.
The same is true for people who think that building an email list, having an opt-in page, or having a shopping cart means they're in business online-are also way behind the curve. The content of this book will help put the reader on the crest of the newest internet marketing wave - video.
Though many of her examples are drawn from companies with big budgets like BMW, Burger King, and GMC, the techniques and processes that Kizorek lays out can be applied by anyone who has a digital camera and simple editing software. The book could have been made more useful if Kizorek had either offered recommendations - or a link to a website where the recommendations could be kept current.
For those wanting to do it themselves, the chapters she provides for volunteer organizations are worth their weight in gold. For me, all the quotes from a variety of industry sources were distracting. If I weren't sold on the idea that I need to add online video to my marketing mix, I wouldn't be reading the book. So, too, were the occasional grammatical errors (like using personnel in one business contract when the word needed was personal).
Those issues aside, the book is filled with practical helps that will save the reader time and money. Especially valuable are the sample contracts at the back of the book. I'll keep this book as a ready reference.
Armchair Interviews says: If you want to take your internet marketing to the next level, you may want to read this book.
3 of 3 found the following review helpful:
A high-level, executive view of marketing's future Mar 30, 2008
The first thing you notice about this book is how attractively produced it is. With its glossy pages, text boxes, photographs and liberal use of red color, it has a quality feel to it and is easy on the eye. This is only to be expected, given that the author is a professional photographer and her subject is video marketing.
The approach is very high-level and business oriented. It is something that a marketing director would read, and require his management team to read. It deliberately avoids the nuts and bolts technicalities, although the author is perfectly adept at them.
The many quotes from industry luminaries tend to be jargon-heavy, not surprisingly. Thus, we are told that online video is 'an executable model' that has 'dimensionalized the community'. This media-speak will provide a comfort level for readers who are themselves in the business, and will intimidate or irritate those who are not. Kizorek herself writes clearly enough, and with obvious enthusiasm.
As this is a rapidly evolving discipline, the book has the obvious problem of being overtaken by events. Lists of websites and examples of successful campaigns are very enlightening but can become outdated very quickly. At the time of writing this review, the book is pretty much state of the art.
There is no doubt that Internet video marketing has a huge future and that the best way to get involved is to start with a high-level appreciation and work your way down to the specifics. As with most technology, jumping in at the technical level with an insufficient grasp of the business and legal issues is a recipe for disaster. Kizorek's book is not the last one you'll need on the subject, but you would do well to make it your first.
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