A YouTube Brand Channel is a place where consumers can engage with brands on YouTube, and learn about products and service. People can watch the brand’s videos, add and read comments, subscribe, friend and share the channel with others.
For instance, GoPro’s YouTube channel (Exhibit 16.2) unveils a slew of exciting videos that showcase their products. Their playlist includes a few thousand videos across 30 different categories of interest to their customers. Some of these videos have been viewed several million times.
Similarly, Singer Sewing Company uses YouTube to exhibit its sewing machines. The brand page’s prime purpose is to serve as a forum for people to learn how to sew. It is a training ground replete with nearly six hundred and fifty tutorial videos, with the intent to teach the over 30 million viewers who visited the platform since its inception in Nov 2009, the multi-faceted aspects about sewing.
The platform also reinforcing Singer’s portrayal of sewing as a creative and enjoyable activity, inspiring the young to make garments to express their unique personality.
YouTube analytics support a wide array of metrics including channel views, total uploaded video views, subscribers, friends, channel comments. This information on the performance of the brand’s videos is particularly useful for those brand owners who want to test out their ads before launching them on media that are more expensive.
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.