As the  traditional definition of a brick-and-mortar business has ultimately phased out, technology invades both our professional, and more importantly, personal, lives. As Grace Cheng stated in her post on the renowned PSL (Pumpkin Spice Latte) drink courtesy of Starbucks, she brought up an important point: Starbucks knows how to position their marketing strategies using social media.  One can name the multiple popular apps and websites people use, ranging from Instagram, Twitter, and Facebook. In spite of this fact, I believe that Youtube is on the rise as a marketing platform. It is not unusual for a brand to start a channel and provide promotional trailers for next season’s latest trend. However, the average user of Youtube is now used as a means for brands to promote their product. Let’s look at Topshop, a favourable, British based company that never fails to be up to date. As of Summer 2014, Topshop instigated their “Summer Seekers” program, in which they contacted “Youtubers” to create and model a series of looks consisting of their product. These “Youtubers” can be considered human capital, as they get the opportunity to choose from the brand’s product, and create a sponsored video in return. As well, not one, but many Youtube users are given this offer, and this relationship between each “Youtuber” to their viewers is what cements Topshop’s campaign. As a result, one can affirm that fashion giant Topshop has achieved “getting into the mind of the customer”. (Reis and Trout, Quick MBA)

Sources:

http://www.quickmba.com/marketing/ries-trout/positioning/

https://blogs.ubc.ca/gracecheng/