Kobe Global tech­nolo­gies pairs in­flu­encers and ad­ver­tis­ers

Singapore Business Review - - STARTUPS -

The ad­ver­tis­ing and mar­ket­ing in­dus­tries have re­lied on the ex­per­tise and prow­ess of so-called in­flu­encers to rep­re­sent prod­ucts and ser­vices. These in­flu­encers are re­spon­si­ble for dic­tat­ing and pro­mot­ing the val­ues of the ad­ver­tised items. Although these pref­er­ences may be subjective.

The ad­ver­tis­ing trend is now shift­ing. Busi­nesses are now look­ing to adopt a more demo­cratic ap­proach, such as the one adopted by Kobe Global Tech­nolo­gies, an ad­ver­tis­ing mar­ket­place that pairs ad­ver­tis­ers with rel­e­vant ev­ery­day in­flu­encers. With this method, Kobe Global lever­ages on its abil­ity to broad­cast mes­sages to mil­lions of users so that busi­nesses can get rep­re­sented in front of their tar­get au­di­ence in a cred­i­ble man­ner. “By democratis­ing in­flu­encer mar­ket­ing with ag­gre­ga­tion and pric­ing al­go­rithms, we’ve suc­cess­fully made in­flu­encer mar­ket­ing ac­ces­si­ble to more busi­nesses. Hence, our client base in­cludes com­pa­nies such as lo­cal food out­lets and startup mo­bile apps, which are atyp­i­cal to the usual com­pa­nies that used in­flu­encers such as fash­ion and cos­metic brands,” shares Evan­ge­line Leong, chief ex­ec­u­tive of­fi­cer and founder of Kobe Global.

Higher en­gage­ment with users

Leong says a lack of dig­i­tal ad­ver­tis­ing and mar­ket­ing know-how has stymied growth amongst small busi­nesses. “Be­ing in the dig­i­tal mar­ket­ing in­dus­try fo­cussing on small and medium en­ter­prises for al­most 10 years, we’ve seen how slow small busi­nesses’ adop­tion of dig­i­tal so­lu­tions had been due to un­fa­mil­iar­ity of dig­i­tal mar­ket­ing so­lu­tion. Our self-serve, easyto-use plat­form cracks the slow mov­ing long-tail mar­ket,” she ex­plains. “What sets us uniquely apart is also the us­age of ar­ti­fi­cial in­tel­li­gence tech­nolo­gies for in­flu­encer pro­fil­ing in­stead of a tra­di­tional way of one-sided sub­mis­sion of in­ter­ests by in­flu­encers,” Leong em­pha­sises.

Un­der Kobe Global, ev­ery­day in­flu­encers re­place celebrity blog­gers in de­liv­er­ing bet­ter cred­i­bil­ity and higher en­gage­ment with users. Fur­ther, in­flu­encers’ in­ter­est and psy­cho­graph­ics are paired to ad­ver­tis­ers on top of de­mo­graph­ics, re­sult­ing in pre­cisely-tar­get­ted au­di­ences. Leong launched Kobe Global by join­ing ac­cel­er­a­tor pro­grammes and se­cur­ing a gov­ern­ment grant.

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