YouTube Marketing in India: Major Approach in Digital Landscape

Abstract

The world today is increasingly getting digital. Digital India campaign started with the aim of digitally  empowering the citizens by making them more digitally aware, connected to each other and securing  cyberspace for them. At work, home and play, people are constantly connected through the internet via a  variety of devices and networks. Marketers now have more means to reach, engage with and influence  customers. But knowledge and expertise in managing these data-intensive tools is essential for success. As the  digital landscape continues to evolve, it is crucial for marketers to rethink how to engage with today's  empowered consumers and evaluate their digital marketing strategy to fully embrace the opportunities, it  presents. A successful online presence  for a business includes more than just Face book, LinkedIn and Twitter.  YouTube has evolved to become a very important marketing tool as digital audience is shifting to videos. Now  marketers are building more personal relationships with their client base and reaping the benefits of this  creative indirect marketing strategy. This paper emphasizes the usefulness of YouTube for marketing research,  creating awareness and influencing purchase decisions which are vital for marketers. The methodology  followed is a descriptive study using secondary data sources. This paper also discusses the present scenario in  YouTube viewership in India and suggested the crucial factors need to be taken care while designing  successful YouTube marketing strategy.