Chapter 12
How and Why Businesses Use YouTube
IN THIS CHAPTER
Comprehending the importance of video marketing for businesses on YouTube
Seeing how elements of YouTube contribute to business success
Integrating paid, owned, and earned media into your YouTube business
Differentiating YouTube campaigns from Google campaigns
Contemplating YouTube on TV screens
Transitioning effectively from other media campaigns to YouTube
Urban legend has it that when asked why he robbed banks, the famed criminal Willie Sutton responded, “Because that's where the money is.” You won’t learn much about bank robbery in this chapter, but you will find out why doing business on YouTube is a big deal: because that’s where your customers are. In fact, that’s where nearly everyone who’s doing business today is.
YouTube now reports that it receives over 2 billion logged-in users per month who watch over a billion ...
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