YouTube a jeho využití pro podnikatelskou praxi

The global COVID-19 pandemics accelerated the shift of some parts of the consumer journey to online and rising prices of traditional media pushed some companies to look around for alternatives in the digital world - like YouTube - to build their brands. The international platform for sharing videos can offer a great value for Czech companies which is why this master’s thesis is dealing with YouTube and its use for businesses. This paper aims to find out which people currently use YouTube in the Czech Republic, how companies can systematically approach the platform to connect with them, how much would it cost and for which types of companies is it a relevant channel. Firstly, the theoretical chapter summarizes the strategic context of a business and the role of marketing. It then deals with leveraging video for marketing communication efforts while focusing on television, social media and YouTube. Secondly, the practical chapter starts with an analysis of YouTube’s usage within the Czech population. This is followed by an analysis of the platform’s relevant options for businesses and different goal-oriented approaches are put forward with respective cost implications. The paper is concluded with recommendations for different company types and strategic use cases.