Singer Sewing Company Brand Channel

Exhibit 16.0   Singer Sewing Company uses YouTube as a training ground for young sewists. Some of the company’s most popular videos have garnered a few million views.


Video is taking over cyberspace, and YouTube is at the forefront. The platform is becoming more and more channel-centric as users increasingly subscribe to services such as the Singer Sewing Company’s brand channel, Exhibit 16.0, that impart useful information or provide entertainment.

This chapter on YouTube marketing focusses on advertising on the network, and on brand channels.


Over two billion users watch video on YouTube (Jan 2021), and the time they spend on the platform has been increasing over the years. The sheer volume of traffic (5 billion videos watched per day) that these users generate, makes YouTube the second largest search engine.

The scale and diversity of the platform, summarized by the below statistics, offers tremendous opportunities for marketers to reach consumers:

  • Number of monthly active users 2+ billion (January 2021).
  • Daily active users 30+ million (2019).
  • 5 billion videos (1 billions hours) watched per day.
  • Average viewing session 42 min (all devices).
  • Millennials prefer YouTube two to one over traditional television.
  • 37% of the coveted 18 – 34 demographic are binge-watching.

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools

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.

Dare to Play

Dare to Play

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.