I just made that headline up. Advertising Age reviewed my book, “Beyond Viral” and did not call it the best book about online-video marketing and YouTube. But I’ve got a hungry search engine spider to feed here, so work with me. And if you’re a teacher you should definitely put this on your curriculum because it’s the only book about online-video marketing written by a marketer and YouTube webstar.
Yeah I did read Critic Dave Bushnell’s article, “It’s Time to Bury Viral Video,” a few days ago. But rather than summarizing it here, I think I’ll just copy and paste some key phrases from it. I’ll be right back. And I’m back:
Here’s what AdAge says about my book, “Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video” (purchase it on Amazon in the next 23.2 hours and it’s just under $16.63, a decent drop from its retail of $24.95).
- Ultimately delivers an enduring and important lesson
- It’s a compelling argument that arises from the numbers
- Mr. Nalty’s ability to parse his video experience through the eyes of a marketing executive nevertheless makes the book’s core message an effective primer for brands in this space.
My favorite reference: “Mr. Nalty, a former Johnson & Johnson marketing executive.” That confused people because I’m back at J&J, but the book doesn’t know that. So some people reading Bushnell’s piece thought I’d left again. Anyway the reason it’s my favorite is because he calls me Mr. Nalty. I always giggle at that.
I like how the author calls out the fact that I’m a YouTube Partner recommending people sponsor YouTube Partners. I sometimes forget to acknowledge that conflict of interest; andwhen I remember it usually comes off as being defensive. I’ve not done a sponsored video in quite a while, but I’ve got lots of friends I’d like to see get sponsored. So am I biased? Probably. Is it still smart marketing to sponsor videos instead of media buys alone? Absolutely. Just like you want the American Idol judges drinking your Coke… let Pepsi buy up the 15-30-60s.
I also like this review because Bushnell simplifies an important distinction I make between sponsoring webstars (content partnership) and running ads (media buy): Mr. Nalty also makes a good case that they don’t just command a strong audience, they also understand what speaks to their fans. Working with web stars isn’t a media buy, it’s a content partnership.
Okay enough shameless self promotion. Who’s the character from Winnie the Pooh that resembles you? This handy photo can help you then diagnos your mental illness.