January 7, 2019
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
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.
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.
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.