CMO Brief­ing

2018 will see the rise of 90-sec­ond video cam­paigns that tar­get the younger, more tech-savvy au­di­ence.

Singapore Business Review - - CONTENTS -

How do you en­gage mil­len­ni­als on some­thing as tech­ni­cal, and dare we say “bor­ing” as the na­tional bud­get? The Sin­ga­porean Min­istry of Fi­nance (MOF), to show that it wants to in­volve the younger gen­er­a­tion in govern­ment pro­cesses, tapped 50 so­cial me­dia in­flu­encers on In­sta­gram to put the spot­light on the 2018 bud­get de­lib­er­a­tions. The MOF, to­gether with mar­ket­ing firm Starn­gage ex­pected to reach 225,000 users on In­sta­gram via the cam­paign. Whilst the cam­paign will reap pos­i­tive re­wards still re­mains to be seen, the MOF’S Bud­get 2018 cam­paign shows how vi­tal mo­bile mar­ket­ing is to­day.

Strong con­nec­tiv­ity

This is es­pe­cially true in Sin­ga­pore where strong con­nec­tiv­ity is widely avail­able. Soumita Roy Choud­hury, head of Mo­bile­walla Asia Pa­cific, says good in­ter­net in­fra­struc­ture has en­abled ad­ver­tis­ers to push out more data heavy con­tent to users with­out in­ter­rupt­ing their ex­pe­ri­ence. “Smart­phone adop­tion rates in Sin­ga­pore also re­main high, and with so many op­por­tu­ni­ties to reach out to con­sumers, the mo­bile mar­ket­ing sys­tem here is now also in­creas­ingly com­pet­i­tive,” said Choud­hury.

For Fire­fly Pho­tog­ra­phy Mar­ket­ing Man­ager Benny

Chow, mo­bile mar­ket­ing will thrive with rise of smart­phone us­age. “Mo­bile op­ti­mised mar­ket­ing is now manda­tory, by adopt­ing mod­ern mar­ket­ing meth­ods and chan­nels, al­low­ing your busi­ness to adopt voice, AI chat­box and even VR gives you an edge as a mod­ernly ad­vanced busi­ness that stands out above the rest, the chal­lenge is for mar­keters to think of a sys­tem to adopt that,” said Chow. He also em­pha­sizes the effectiveness of mo­bile-op­ti­mised video con­tent. “Ninety sec­onds or less video, mar­keters called it con­sum­able con­tent for the mod­ern at­ten­tion span. Video op­ti­mised for mo­bile view­ing, text that is strate­gi­cally placed in the video that has good read­abil­ity,” says Chow.

Mo­bile mar­ket­ing in­sights in 2018 is ex­pected to move from be­ing ret­ro­spec­tive to be­ing able to pro­duce real-time data. Mar­cus Loh, Vice Pres­i­dent Mar­ket­ing & Cor­po­rate Com­mu­ni­ca­tion of PSB Academy, ex­plains per­son­al­i­sa­tion will be the key to a suc­cess­ful mo­bile mar­ket­ing cam­paign.

This in­cludes the adop­tion of more pre­dic­tive at­tri­bu­tion plat­forms. “To­day, with mo­bile de­vices dom­i­nat­ing the to­tal min­utes spent on­line spread­ing across a di­verse pool of users, mo­bile mar­ket­ing is no longer a mere tool, but an over­all, tar­geted ex­pe­ri­ence. This ex­pe­ri­ence is con­structed based on the brand’s un­der­stand­ing of their con­sumers’ habits and needs,” says Loh.

Dig­i­tal out­paces TV

Mar­ket­ing strat­egy and fore­cast­ing firm Magna Global pre­dicts ad­ver­tis­ers will con­tinue to spend more on dig­i­tal ads than tele­vi­sion, with mo­bile mar­ket­ing get­ting a lion’s share of the rev­enues.

In 2017, US$209B was spent on dig­i­tal ads, out­pac­ing TV ad spend­ing for the first time. Mo­bile ad spend­ing is ex­pected to over­take TV ad spend­ing by 2020, with the grow­ing pop­u­la­tion of the Asia Pa­cific re­gion on the fore­front of the dig­i­tal mar­ket.

But with mo­bile mar­ket­ing’s growth comes its own set of chal­lenges in­clud­ing the preva­lence of ad fraud. Ex­am­ples of ad fraud in­clude fake users and bots, fake lo­ca­tions, prob­lem­atic source me­dia and IP ad­dresses. To com­bat fraud­u­lent data, mo­bile mar­keters are ex­pected to adopt ar­ti­fi­cial in­tel­li­gence and ma­chine learn­ing to max­imise rev­enue.

Con­tent is king

An­other prob­lem mo­bile mar­keters have to con­tend with is the sat­u­ra­tion of the mo­bile ecosys­tem with all kinds of ads. New changes on Face­book’s News­feed al­go­rithm will also have a big ef­fect on mo­bile mar­ket­ing. “Re­cent changes to Face­book’s News­feed will scale back on brand con­tent in favour of posts from users’ friends, fam­ily, and groups,” says Choud­hury. But he says the right con­tent will still rise on top.“this means mo­bile mar­keters must now cut through the noise in the on­line ecosys­tem to de­liver con­tent and mes­sages that will res­onate most with the au­di­ence they hope to reach out to,” says Choud­hury. “To max­imise cam­paign effectiveness, they will need to lever­age data to en­sure the right mes­sages are be­ing de­liv­ered to the most rel­e­vant au­di­ences.”

The MOF tapped 50 so­cial me­dia in­flu­encers on In­sta­gram to put the spot­light on the 2018 bud­get de­lib­er­a­tions

Soumita Roy Choud­hury

Mar­cus Loh

Benny Chow

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