Chapter 1
YouTube in the Marketing Mix
IN THIS CHAPTER
Finding out about YouTube’s power as a marketing channel
Deciding how you’ll use YouTube
Distinguishing between brand, performance, advertising, and content
Discovering the secret formula for success
In this chapter, I demystify some misconceptions about YouTube as a marketing tool and explain why YouTube (along with Google search) is probably the most important and sophisticated marketing channel available to marketers today. Few other platforms offer the depth of potential offered by YouTube.
I also ask you to pick your lane to decide how you’d like to use YouTube in a way that’s manageable for you, walk through the differences between advertising and content as marketing approaches, and show how YouTube will fit into your marketing calendar.
YouTube Is Important for Marketers
The first thing to know about YouTube as a marketing channel is that the people you’d like to talk visit YouTube anywhere from several times a month to several times a day.
The second thing to know is that they spend a lot of time on YouTube. People ...
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