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Report_E-Commerce_Youtube_TimoSchneider

Report_E-Commerce_Youtube_TimoSchneider - The online...

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The online marketing and online promotion options of YouTube Term paper In the field of E-Commerce at the Karel de Grote Hogeschool Antwerp Timo Schneider Docent: Bruno Delepierre Antwerp, May 2010
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Table of content Table of content ................................................................................................................. 2 List of figures ..................................................................................................................... 3 Introduction ........................................................................................................................ 4 1 Evolution of YouTube ...................................................................................................... 5 2 Online marketing and the relevance for companies ..................................................... 7 2.1 Definition and distinction of online marketing .................................................................. 7 2.2 Definition of online promotion .......................................................................................... 7 2.3 Relevance of online marketing for companies ................................................................ 7 3 About the using of YouTube as an online marketing instrument ................................ 9 3.1 How can the companies use YouTube? .......................................................................... 9 3.2 When and from whom YouTube should be used? ........................................................ 11 4 How can YouTube monetize their network .................................................................. 13 5 Summary ......................................................................................................................... 14 6 Reference list ................................................................................................................. 15
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List of figures Figure 1: Rise of the internet users from 1997 to 2008 in Germany ............................... 4 Figure 2: YouTube founders .............................................................................................. 5 Figure 3: Top 10 Video Sites .............................................................................................. 6 Figure 4: Example for a brand channel ........................................................................... 10 Figure 5: Viral marketing .................................................................................................. 11
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Introduction Since the invention of the internet, the quantity of users ascends always. The internet became a very important source to get informations. You can see the incredible rise of the internet for ex- ample on the internet usage from different countries during the last years. In the year 1997 less than 5 million of the German people use the internet. These amount of users in Germany in- creases to more than 40 million people in the year 2008 (see figure 1). Figure 1: Rise of the internet users from 1997 to 2008 in Germany 1 This development shows the importance of the internet, also for companies. They can reach a lot of customers and a lot of potential customers. But how can they reach the customers in the internet, because it’s not so easy. The internet is very big and many companies abuse the inter- net. One way can be to make use of online platforms like YouTube which have grown up in the last few years and are still growing up now. Because of the big amount of users online platforms are very attractive for companies. One online platform is YouTube and the companies know that YouTube can be an innovative and effective possibility to reach the potential customers all around the world. But what is YouTube exactly and how can the companies make use of YouTube are the ques- tions I want to answer in the following text. The focus of the report is the online marketing and the online promotions on YouTube. 1 http://www.webosophie.de/web-20/1-nutzer-des-internets/12-internetnutzung-deutsch- land.html, access 17.03.2010
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1 Evolution of YouTube In this chapter I will describe the considerable evolution of YouTube in the last years. The com- pany was found in the year 2005 by Chad Hurley, Steve Chen and Jawed Karim in California. The three founders of YouTube are also founders of the Paypal system with which users of ebay (online- auction-house) can pay the products.
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