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The Impact of Growth Marketing on a YouTube Channel Performance: Blunder Time Chess
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Resumo(s)
This thesis investigates the impact of growth marketing strategies on the performance of YouTube
channels, with a particular focus on a channel named "Blunder Time." Central to this study is the
exploration of how specific growth marketing techniques can enhance a channel's performance in
the dynamic and competitive environment of YouTube. The research critically examines the
relationship between these marketing strategies and key performance metrics like subscriber count,
views, engagement, watch time, click-through rate (CTR), average view duration (AVD), and lead
generation. Due to limitations in data accessibility, the analysis primarily relies on publicly available
metrics such as subscribers and views, sourced from Social Blade. The study also delves into the role
of YouTube's algorithm in content visibility and channel performance, highlighting the platform's
business model based on advertising. Findings from this research offer insights into the effective use
of growth marketing techniques for YouTube channels and contribute to a better understanding of
digital marketing strategies in the context of online video platforms. This study is significant for
content creators, digital marketers, and businesses seeking to leverage YouTube for growth and
outreach.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Growth Marketing YouTube Engagement Metrics Click-Through Rate Average View Duration Watch Time Content Marketing Online Video Platforms Advertising Strategies Search Engine Optimization SDG 9 - Industry, innovation and infrastructure