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