6. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied
content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and
important learnings that will help to increase market penetration and
increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest
generation of content marketing”
Henry Stuart
CEO and Cofounder at Visualise
44. Cortisol Oxytocin
Emotional videos directly impact
behaviour
Emotional drivers are the key to unlocking behaviour change
If we have the goal of long-term brand growth we should be
connecting emotionally with viewers.
45. Cortisol Oxytocin
‘Emotional campaigns, and in particular those that are highly
creative produce considerably more powerful longterm business
effects than rational persuasion campaigns’
The Long and the Short of it
Les Binet and Peter Field
51. Activation Planning
1. Define your audience(s)
2. Define your budget - 60/40
3. Appropriate copy
4. Test
5. Learn
6. Optimise
Linear & Digital TV
Social media
VOD and Network
Programatic
53. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied
content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and
important learnings that will help to increase market penetration and
increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest
generation of content marketing”
Henry Stuart
CEO and Cofounder at Visualise