Connect the Digital Dots

January 7, 2019
Gabriel Chua

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The progress of Digitisation and Digitalisation hardly ever ceases at failing to astound the majority of the worldwide population, especially with regards to the usage of Social Media. The reasons for the usage of Social Media encompasses a wide range, from simple information searches, to social networking, and even business prospects.

Many countries around the world have seen a large change in Social Media trends, and Singapore is no exception. But what do these trends entail exactly? Do organisations have to be on the most popular Social Media Apps? How much budget should be allocated to marketing on these apps? And should they totally ignore traditional modes of media? So many questions, yet so little answers. With the myriad of opportunities and threats that are seemingly omnipresent, these are the 3 most important things that I personally believe organisations in Singapore should take note of.

1- Market on the Right Platform

In January of 2018, Facebook had a total of 4.8 million users, with active users of the app forming a whopping 83% of Singapore’s population. This is in stark contrast to Instagram, where there are only 2.2 million users, with active users forming only 38% of Singapore’s population. At a glance, it would seem wise to primarily market on Facebook. However, this is not necessarily the case. As noted in article published by Business Horizons, different types of people are attracted to different types of Social Media Platforms. As such, organisations should not jump the gun and take information as it is at face value. They have to set aside time to analyse the composition of the various Social Media Apps in order to best tailor to the needs of their consumers

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2- Listen and Stay Connected

In January 2018, active Social Media users had increased by 9% from the previous year, while 91% of the population owned a smart mobile-device, and 62% of the population believed that technologies were more of a boon than a bane. All this points to local Singaporeans having a more active presence on Social Media Platforms.

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Considering this, Organisations have to listen to what the people are saying on Social Media in order to enhance and diversify their business portfolios. Additionally, this also entails that Organisations should be able to provide reliable customer service not just via traditional hotlines, but through Social Media as well to provided well-rounded care to their consumers

3- Old but Gold

As Social Media gains control of marketing, it seems that there is no longer much room for traditional modes of media. But this is not the case. As noted by relevant parties, traditional forms of marketing is still the best provider of reliable and relevant information while potentially still having a greater reach as compared to marketing done via the usage of Social Media.

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In light of this, Organisations should not totally ignore traditional forms of media when marketing due to its inherent benefits. Further research should still conducted into which markets would traditional media prevail over Social Media which would ensure the Organisations will not lose out of reaping further rewards.

With that, I have presented my personal opinions to the facts which I believe to be the most essential, with regards to marketing via Social Media. Will Organisations go with the flow and and purely market via Social Media for the sake of doing so? Or will they Connect the Digital Dots, and further consider in-depth implications and analyses? Well, the choice is theirs.

Signing Off,

Gabriel.

 

19 thoughts on “Connect the Digital Dots

  1. Interesting, I agree that marketing would be most effective when social media is used together with the proactiveness of traditional forms such as calling and emailing. The traditional form really adds a personal touch to it.

    Liked by 1 person

    1. I do agree with you in certain ways. When traditional forms are added or combined with more modern forms of media, it does give the overall picture a much more wholesome view to it which could potentially provide greater insight as compared to if the different forms of media were to be utilised each on its own!

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  2. Well researched article. I do agree with the 2nd point especially. Companies should not use social medias just for the sake of following the trend such as marketing strategies, but rather use these platforms to better understand their consumer’s behaviour and provide quality customer service to their consumers.

    Liked by 1 person

      1. That is true. Since there is a very fine thin line between better understanding their behaviour and infringing their privacy. I believe companies should also possess a strong set of corporate governance and follow very closely with government regulations when using Social Media as one of their platforms

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  3. Really interesting piece. In light of the growing emphasis on digital platforms, the importance of traditional forms of marketing is often forgotten, or underestimated.
    Perhaps this could allow for future advertisers to analyse market trends and make informed decisions. Cheers

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    1. It does indeed seem that traditional media is taking a back seat as compared to more modern forms of media such as social and digital. That doesn’t mean say that traditional media should be totally forgotten as it still has some advantages like how some prefer the printed page over digital avenues as they deem it to contain more credibility!

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  4. Very true, businesses have to learn how to utilise social media well. Social media is gradually becoming the primary method of users in the current day to look up and assess businesses and companies. Reviews, feedback and complaints are now much easier for customers to give out. Businesses have to learn and adapt their marketing strategies so as not to fall behind in this information era.

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    1. Exactly. Businesses that don’t follow run the risk of getting left behind amidst a world that’s leveraging so much upon social media. Of course, such companies might have legitimate reasons as to why they choose not to do so. But at the very end of the day, paying attention to the trends may prove worthwhile especially if a majority of that businesses’s target market are active on the various social media platforms!

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  5. Well written! Brief overall on why thorough research on the different marketing platforms should be done before jumping the gun. Could provide more examples on the which industries are suited for traditional media and vice versa to give more insight.

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  6. Very good insights for all three points, it gives me a better idea of effective marketing!

    I feel that another important idea to add to Point 2 is the use of sentiment analysis, a unique feature that digital marketing can offer, which can be a much more complex and comprehensive way to ‘Listen and Stay Connected.’ Given the improved ability of organisations so handle big data obtained from the Web in recent years, they can consider investing more in leveraging data such as the various comments and actions on social media platforms to obtain meaningful information, which can help them make better-informed business decisions.

    Point 3 serves as a good reminder for organisations not to completely shun traditional modes of media for marketing. Traditional modes of media are indeed effective channels for broadcasting information, mainly due to their perceived credibility. For instance, you are more likely to believe a story from the BBC compared to one from social media platforms. Given the prevalence of fake news now, people may be more skeptical and warier of information on social media platforms, since there is a lower level of regulation.

    However, you had to step in to defend traditional modes of media for a reason, they are losing out to digital media because they truly cannot offer certain benefits which digital media can. Therefore, the clear advantages digital marketing has over marketing via traditional modes of media should also be highlighted to organisations. For example, digital marketing allows for a two-way interaction between the organisation and its customers, which will greatly increase the quality of customer service. Another benefit will be the lower costs of digital marketing compared to marketing via traditional modes of media, since social media allows you to broadcast your marketing content for free in most cases while you may incur advertising expenses by advertising on newspapers.

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    1. Thanks Bry for commenting 🙂

      I’ve personally never heard of sentiment analysis before so I would love to hear it from you some time!

      But in this day and age with a plethora of new technology and whatnot, I can’t help but feel lost some times as to what can be considered to be proper or improper. But one thing’s for sure though. Never take anything for granted. Because one small miscalculated step could result in more than proportionate consequences and that could severely hinder you when trying to accomplishing an objective.

      Furthermore, listening is also essential in this day and age when it comes to marketing. It’s getting harder and harder to break through the clutter and I feel like the most effective way to do so is to listen to what your consumers are saying in order to deliver the best product/service to them.

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  7. Good read! Point 2 really resonates with me, it is really not enough to just set up social media accounts without using them efficiently, improving customer service via proper feedback channels is just one of the many ways, companies can also use their social media accounts to promote content, partner with other businesses/influencers, and the list goes on… Check out this article for more examples! 🙂 https://blog.hootsuite.com/social-media-for-business/

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