Singapore Business Review
Kobe Global technologies pairs influencers and advertisers
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.