From political messages to sneezing pandas, we have all witnessed how quickly a YouTube video can go viral and reach millions of targeted viewers. Although traditional advertising companies have tried to crack the code to creating viral videos, these efforts have tended to fall short due to the inability of these agencies to understand the nature of modern marketing. Instead, it is generally smaller businesses or nonprofits with a sincere message that have proven to be successful at YouTube advertising.

In a society in which consumers are increasingly blind to traditional advertising, new concepts such as YouTube marketing and viral videos are managing to do what many forms of marketing can't: move a consumer to action. What sets interactive forms of marketing such as viral videos apart from traditional marketing is that their impact and distribution is decided entirely by consumers themselves. While traditional commercials are forced upon viewers regardless of their interest in the product or services being advertised, it is the public that decides which videos go viral and which do not. Whether it is a clever YouTube marketing ploy, an exciting new tech gadget or a heart rendering nonprofit message, every single person who decides to watch the video or distribute it to their friends makes a conscious decision to become involved in the message.

The powerful impact that this interactive element creates in an effective marketing strategy cannot be over emphasized. Today's generations are no longer willing to have to be dictated to as fans, consumers or global citizens. With the power of social media and self publishing platforms, every individual who is willing to dedicate the necessary time and energy needed to establish a meaningful web presence can quickly develop a voice as powerful as many advertising agencies or corporate marketing departments. As a result, every single viewer that you are able to influence with your message has the potential to pass your content on to thousands of similar users. This is a direct result of making a meaningful connection with an individual level that moves them into action, not because of some clever advertising pitch or market saturation.

With an effective YouTube marketing strategy, this is no longer the case. Instead, your target audience is actually distributing your message for you within a demographic that is decided by the market rather than a focus group. Of course, the challenge is in creating video content that is compelling enough for your supporters to get behind it, but getting your feet wet by producing the best content that you can is the best way to get started.

It is no secret that traditional forms of media marketing are dying. Every day, there are new reports of another magazine or newspaper shutting down operations or making drastic cutbacks. According to a recent survey conducted by leading marketing think tank Forrester Research, well over half of the marketing professionals polled in 2009 have already begun shifting the majority of their funds out of traditional forms of advertising such as printed media in favor of investing these resources in forms of interactive marketing such YouTube. Other leading indicators seem to suggest that viral videos, social media platforms and Web 2.0 in general stands poised to fill the gap left by the dwindling impact of traditional advertising.

The marketing and advertising sector is currently undergoing a sea change of massive proportions, and the time is now businesses to start making changes in order to continue reaching consumers. Embracing new new forms of interactive marketing such as YouTube and viral videos is the first step toward learning how to create meaningful relationships with your customers in the modern market.