DIGITAL

MARKETING
& E-COMMERCE
 Youtube

DMEC
PRINCIPLES OF INTEGRATED
MARKETING COMMUNICATION

COVERGE COACTION

CONGRUITY
COST

Source: Digital Marke1ng by Seema Gupta

Some more……….

>6M’s:Market,Mission,Message,Media,Money &
Measurement

>3CF: Control, Cost, Credibility and Flexibility

 Youtube

DMEC
Case: Youtube
• What options are available for brand advertisers to use
YouTube to engage with consumers? What are the pros
and cons of each option

DMEC
Elements of Video Advertising

1.What kind of segmentation?

2.How are the time slots purchased?
3.Measurement of audience size
4.Targetting to reach the right audience
5.Measurement of effectiveness

DMEC
Elements of Video Advertising
Choice between TV & Youtube would depend on:
-Brands mission and intended reach
-Also advertising in youtube requires a large amount of
original content (Table A-page 6)-80 new videos a
month!!!!

contd…….

DMEC
Elements of Video Advertising
Brands can encourage consumers to create and post
content on YouTube, thus providing free advertising.
Michelle Phan (case pp. 7-8) is a successful example of
how this has benefited L’Oréal, and passionate fans of the
Lego brand have voluntarily created high-quality and
popular videos using the company’s products (case p8 )

DMEC
In conclusion
• A Brand needs to be good in at least one of the 4
quadrants-a brand’s video either needs to entertain or
inform/educate( BGC Vs UGC ). If it does not do at least
one of these things, it is unlikely to succeed with inbound
marketing on YouTube, and paying for traditional
outbound advertising may be the only way to bring
attention to its branded content.

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DMEC
• How do you understand:
-Paid media
-Earned media
-Owned media

in Youtube?

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DMEC