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As with any marketing project, defining the goals is essential. Good goals and objectives lead to good metrics and measuring, which is important because most people in marketing are familiar with the question, well, what difference did we make? To answer that question, you need to start with a good goal. All of this is sort of Marketing 101, but I do want to apply it to YouTube. As you can see, I'm here on a page on the YouTube site that actually discusses these issues specifically.
In this case, it's part of the new advertising section of YouTube. But I'd like to look at some of these suggestions more broadly in terms of how we plan our entire YouTube campaign or how we implement YouTube in our marketing footprint. Here are some example marketing goals. Brand awareness, i.e., making more people aware of what you're doing with your brand. A new product is launching. Direct response, and we've already briefly talked about how YouTube is both an interactive platform itself and is extensible with other social media and interactive platforms, and other specific ways that we may need to engage our audiences.
This is not a finite list of marketing goals, but it's a very good starting point. Defining your goals should always be the starting point in a marketing project. In this case, we're defining goals for how we want to use YouTube in our marketing.
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