Role of YouTube in viral video marketing

Majority of marketers worldwide are using internet for marketing their offerings to the worldwide audience. In this scenario, Video Marketing through YouTube has emerged as one of the most preferred medium for marketing. Viral Marketing has gained popularity in the last decade and YouTube has become the most popular tool for viral marketing. YouTube has brought revolution in the field of online sharing of videos, which makes it the most effective medium for business promotion. Viral marketing is very cost effective method of marketing and through YouTube viral marketing campaigns can reach to billions of viewers worldwide in a very short span of time. This research paper will explore the existing literature on viral marketing, benefits and challenges of viral marketing, and how viral marketing campaigns can be made more effective using YouTube. The researchers have analyzed the impact of users’ age, gender and profession on sharing of different kinds of videos on YouTube. Also, the researchers have analyzed marketer's opinions and attitude about YouTube as a marketing tool. The results have been analyzed using qualitative research design with the help of a questionnaire. The findings from the research will be helpful for the marketing managers for formulating effective viral marketing campaigns by including viral marketing into the overall marketing mix.