Executive Summary
YouTube launched www.youtube.com on February 14, 2005, by Chad Hurley, Steve Chen and Jawed Karim, employees of PayPal and college students. YouTube is an application that is accessible on mobile devices, computers, and TVs. It allows people to watch and create videos on any topic of interest. YouTube’s main support is provided by Google. Also, many people feel YouTube is a safe site to promote their content. YouTube’s traffic and mass size are unmatched by any other broadcasting site. YouTube does not monitor the user’s comments to the videos uploaded. Also, copyrighted content or videos can be loaded without the owner’s knowledge which could lead to a potential lawsuit. With the diversity of individuals using YouTube, and with the popularity of the site, it has a great chance to gain an even greater audience. YouTube’s competition is rising. Sites like Daily Motion, Vimeo, Metacafe, and Flickr offer the same services as YouTube but their attraction, such as less spam content, draws YouTube clientele. YouTube is positioned at the top of many Google searches. YouTube offers streaming music subscription service. YouTube’s customer profile ranges from young children to adults. YouTube has started selling ads in live television stream. This will open up its inventory to a precisely targeted consumer. Traditional media will be used to illustrate all that YouTube can do for users. Ads will be used to show new customers what can be done with YouTube and show businesses what YouTube advertising can do for its business The Internet will be used as a platform to promote the brand as the number one destination for informational, recreational and educational videos Direct Marketing will be used to promote the features of YouTube. Sales Promotion will be used to promote YouTube’s paid subscription service. It will help expose the streaming music and premium content. Public Relations will be used to promote YouTube as a place to bring ideas to life.
Introduction of YouTube’s IMC Campaign Plan
YouTube launched www.youtube.com on February 14, 2005, by Chad Hurley, Steve Chen and Jawed Karim, employees of PayPal and college students. The website was still under design, so their first video was not released until April 23, 2005. It was titled “Me at the Zoo”, which showcased founder Jawed Karim at the San Diego Zoo. YouTube’s mission is to provide fast and easy video access and the ability to share videos frequently. Give everyone a voice and show them the world.
YouTube has a distinct possibility of being the # 1 Video playing site in the world because it continues to be liked by its target market. It is owned by Google. Google is the # 1 search engine in the world. It is unlikely to receive any meaningful challenges from its competitors.
IMC Objectives
YouTube is an application that is accessible on mobile devices, computers, and TVs. It allows people to watch and create videos on any topic of interest. It allows businesses to advertise on its website for a fee. The principal objectives of the plan are to attract new customers and promote marketing and corporate objectives.
SMART Objectives
Specific
YouTube is looking to shape its platform for both the general public and corporate sector to view videos and use as a marketing channel respectively.
Measurable
YouTube wants to attract customers through videos along with an immense diversity in the next 5 years. It wants to increase the 30% user traffic within the next five years.
Actionable
YouTube aims to grow our customer base by 10% over the second quarter of 2018.
Relevant:
YouTube wants to contain 40% increase in the corporate sector in the fourth quarter of 2018 by customizing and marketing corporate tools.
Time-Bound
In the next year, YouTube contains the objective of a 10% increase in user communication in the next 2 years.
Market Analysis
| STRENGTHS
· YouTube’s main support is provided by Google · Google is the world largest search engine · Videos will show up in almost every search · Many people feel YouTube is a safe site to promote their content · YouTube’s traffic and mass size are unmatched by any other broadcasting site. |
WEAKNESS
· YouTube does not monitor the user’s comments to the videos uploaded · These comments can be vulgar, racist, sexist, or homophobic · Another weakness is: any money generated by the user is hard to track for proper payment to the user · Copyrighted content or videos can be loaded without the owner’s knowledge
|
| OPPORTUNITIES
· The diversity of individuals using YouTube · The popularity of the site · Great chance to gain an even greater audience · YouTube’s clientele to increase. · Profit margins increase · The site is filtered to keep it very family friendly · Compete with competitors such as Disney or Nickelodeon
|
THREATS
· YouTube does not monitor users’ content very closely · Showing up alongside terroristic, violent and other offensive videos · Led to a government oversite · The amendment to the services offered by YouTube · Brands to pull their advertising dollars away
|
Female-dominated YouTube Categories
Male-dominated YouTube Categories
Segmentation and Targeting
YouTube March 2015 unique visitors, by age
Viewership on top 100 YouTube beauty & style channels, by gender
Viewership on top 100 YouTube pets & animal’s channels, by gender
Narrow Target Market
YouTube is looking to shape its services for young females. It has been revealed that females in different countries usually watch Google images and content to acquire information. However, there is a need to shape the new message in the marketing campaign that can enhance the visibility of the attraction. For Instance, YouTube is looking to target females through streamlining different video categories. Videos related to healthcare, cosmetics, music, and weight loss will be uploaded by different channels to attract this customer segment. To enhance the attraction regarding the narrow market, YouTube aims to integrate with some social channels to upload videos, which are related to feminism. Females can watch these videos to contain the awareness and make them assertive to play a role in society.
Positioning
The app is very popular and is readily available in app stores on phones and internet capable devices.
Product/Service
In 2017 YouTube announced they have several new shows starring celebrities and even celebrity produced shows. In addition to these shows, YouTube allows businesses to advertise on its site for a fee.
Customer Profile
Based on the narrow target market, YouTube creates the new customer profile. Based on the interest of different age of females, it wants to shape its video services. Business knowledge and tools for female entrepreneurs, educational content for female, health, and cosmetics for models and students, and fun videos for teenager make the female customer profile.
Marketing Channels
In an effort by Google to compete directly with traditional television, and give advertisers more opportunities to reach more consumers, YouTube was given two minutes per hour on each local network. YouTube has created a lineup content based on demographics which will be part of a package including the prescribed network, YouTube and Google. With this, we have started to see more consumers watching YouTube at home on their television and also watching television on YouTube.
Communications Strategy Plan
YouTube has a strategy to alter the perception of the brand and separate their brand from their competition. Their communication strategy aims to increase its target audience by 20-30 percent annually. The communications mix includes the following types of media.
Traditional Media
Television will be the traditional media of choice; specifically, targeted lifestyle stations. TV ads will reach a large audience in a variety of ways. By using TV ads on traditional cable programs and internet TV (Hulu), the budget will be high but extremely targeted. For example, “Hulu gives advertisers the ability to align their brands with premium video content and connect with highly engaged viewers” (Hulu, 2018).
Internet
YouTube will be at the forefront of consumer Internet searches by “targeting keywords” (Ganot, 2017). The plan is to use “Search Engine Marketing & Optimization (SEM) & (SEO)…two types of online advertising that promote content and increase visibility through searches” (Ganot, 2017). The Internet advertising budget is moderate to high.
Direct Marketing
This plan will encourage more use of the website and foster loyalty. The budget is this plan is on the low to moderate.
Sales Promotion
It will be tied to direct marketing by offering free trials. The budget for this is low to moderate.
Public Relations (PR)
Press relations can increase consumer’s perception of the site as the go-to place for information and inspiration (Kotler & Armstrong, 2013, p. 450). The budget for this is moderate to high.
| What | When | Whom | How |
| Lifestyle Stations | Daily | Females Segment | (Traditional Media)
TV ads on traditional cable programs and internet TV |
| Healthcare, Cosmetics, Music, and Weight Loss Videos | Daily | Females Segment | Internet
Search Engine Optimization “Targeting keywords” |
| More Use of the Website and Foster Loyalty | Daily | Females Segment | Direct Marketing |
| Channel Creation, Video Category & Uploading | Daily | Females Segment | Sales Promotion
Free Trials |
| Increase Consumer’s Perception | Daily | Press & Corporate (Female Entrepreneurs) | Public Relations (PR) |
Communication Channels
Communication Schedule
October 1, 2018, launch Internet campaign
November 1, 2018, launch both Television and Public Relations campaigns. TV advertising on major cable stations and Hulu PR exposure on news channels is effective that promote exciting advertising possibilities for businesses.
On December 1, 2018, both Direct Marketing and Sales Promotion campaigns will be launched. Email newsletters will be sent out to YouTube users promoting free trial of subscription services.
Budget and Evaluation
| Promotional Activity | Expense | Percentage |
| TV Ads | $100,000 | 29.4% |
| Social Media Integration | $80,000 | 23.5% |
| Direct Marketing | $50,000 | 14.75% |
| Sales Promotions | $50,000 | 14.75% |
| Public Relations | $60,000 | 17.6% |
| Total | $340,000 | 100% |
The budgeting strategy chosen is “Objective-and-task method, whereby the company sets its promotion budget based on wants to accomplish with promotion” (Kotler & Armstrong, 2013, p. 421).
Conclusions
The IMC plan will be used to attract new customers and promote YouTube as a premier platform for customized advertising. YouTube will retain customers through paid subscription services. The brand will grow as Internet users discover YouTube in their topic searches. TV advertisements and PR exposure will also increase the brand. We used a SWOT analysis to analyze the right communication strategy for YouTube effectively. We then used communication venues to promote YouTube’s brand to the desired target audience. As a result, we were then able to create a schedule to release a new marketing plan for YouTube.
Attracting more users is the essential goal for YouTube. With this campaign, we believe we can effectively reach our target market by aggressively promoting the four essential freedoms: Freedom of Expression, Freedom of Information, Freedom of Opportunity and the Freedom to Belong. It will keep the YouTube brand thriving and beating its competitors.
References
Adamson, A. P. (2008). BrandDigital: Simple Ways Top Brands Succeed in the Digital World (Vol. 1st ed.). New York: Palgrave Macmillan. Retrieved from http://search.ebscohost.com.proxy.devry.edu:5050/login.aspx?direct=true&db=nlebk&AN=276919&site=ehost-live
Alleyne, Richard (July 32, 2008). “YouTube: Overnight success has sparked a backlash”. London Daily Telegraph
Blattberg, E. (2015, April 24). The demographics of YouTube, in 5 charts. Retrieved from Digiday: https://digiday.com/media/demographics-youtube-5-charts/
Ganot, Roee, (2017). 8 Types of Online Advertising You Need to Know. Retrieved from https://www.perion.com/blog/8-types-online-advertising-need-know/
Graham, Jefferson (November 21, 2005). “Video websites pop up, invite postings”. USA Today.
Hulu (2018). Advertising. Retrieved September 27, 2018, from https://www.hulu.com/advertising/
Kotler, P., Armstrong, G. (01/2013). Principles of Marketing, 15th Edition. [devry]. Retrieved from https://devry.vitalsource.com/#/books/9781269929318/
Official Website. www.youtube.com Retrieved September 26, 2018
YouTube. (n.d.).
YouTube. (2018). About. Retrieved from youtube.com: https://www.youtube.com/yt/about/
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