Before you start working on/promoting for your product, get to know your audience. You need to either meet a demand or create one to succeed. Competition is not always bad for your business. Learn from your competitors but make sure not to copy them. When working with your marketing team or agency, respecting the intelligence of your audience should be a priority. Avoid confusing your consumers by havning multiple messages in your ads. This Panasonic Ad as an example. When you meet the consumers' need, they will eventually promote your product. @ RTA_Dubai is a successful example. Youtube is taking a very smart path to open the space for consumers, producers & advertisers, by providing them with all reasons to be there.