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For B2C Marketing Professionals

Integrate YouTube Into Your Communication Strategy

How To Activate Your Video Assets To Engage With Customers At Each Stage Of The Life Cycle

February 6, 2014

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Authors

  • By James McDavid
  • with Luca S. Paderni,
  • Emily Kwan

Why Read This Report

As consumers embrace consumption of digital videos with gusto, marketers are waking up to the potential of integrating online video content into their marketing mix. Because YouTube plays a central role in the online video ecosystem, marketers are increasingly investing in YouTube videos and branded channels to achieve different marketing objectives, from brand awareness and preference to supporting customers with post-purchase product information and engaging in direct interaction with fans and followers. Read this report to learn how to integrate YouTube into your brand's marketing and communication strategy and to understand how YouTube can support different marketing objectives at each stage of the customer life cycle.

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Table of Contents

  • YouTube Sits At The Center Of The Online Video Landscape
  • Optimize Videos On YouTube By Embracing The Customer Life Cycle
  • Forget About Campaigns; Use Video Across The Engagement Continuum
  • RECOMMENDATIONS

  • Waking Up To The Potential Of Video Assets Beyond TV
  • Supplemental Material
  • Related Research Documents