Media: Lianhe Zaobao
There are various forms for online promotion methods, including social media, Dark Social, eDM, and Martech platforms. However, as the digital industry progresses, the costs and resources required for each platform have become a headache for many marketers and business owners. Not only are there numerous methods causing confusion, but each platform also yields different ROI (Return on Investment). Furthermore, adjustments need to be made based on different economies, products, and company sizes, making the process even more challenging.
For online promotion, popular social media platforms like Facebook, Instagram, and Threads are widely used. However, in Singapore, where Chinese influence is significant, TikTok is favored by industry insiders (setting aside geopolitical tensions between China and the US). The strategy often involves redirecting customers to one's own information circles using instant messaging apps like Telegram and Facebook Messenger. In Singapore, WhatsApp remains the most popular platform for dissemination. Many marketers and small business owners are aware of the importance of WhatsApp channels. However, amidst company layoffs and budget cuts, many digital marketing and technology professionals have been laid off. Contracts with advertising agencies and technology vendors have been terminated. Without professional assistance, can remaining digital/marketing department colleagues in small and large companies quickly adapt and take matters into their own hands?
The answer is yes, it's feasible. The Singapore government provides subsidies for skills training. These training programs cover basic computer and smartphone operations as well as related courses. By attending these courses, individuals not only acquire digital knowledge but also receive government subsidies, killing two birds with one stone. However, the question remains whether these training centers have deep enough expertise in digital transformation and promotion. Can they provide hands-on, practical knowledge that proves beneficial immediately after completion?
Clearly, while this may be one method, it's not comprehensive. It's akin to learning cooking: while attending cooking classes may be expensive and time-consuming, following a recipe book offers an effective alternative. With clear instructions and illustrations, one can adjust according to taste preferences and even derive similar recipes, creating dishes tailored to individual preferences.
Similarly, in today's digital age, effective marketing strategies are continuously evolving. Various websites in relevant industries promote data targeting, retargeting, artificial intelligence, customer experience, and more. However, amidst this abundance, marketers may find themselves overwhelmed by consumer behavior changes and the emergence of new platforms. To navigate this complexity, it's essential to have a digital marketing guidebook, tailored for platforms like TikTok and WhatsApp, which can significantly enhance online promotion potential.
A responsible guidebook not only provides operational principles, general procedures, and industry-specific steps but also understands your company's business. It delves into industry practices and provides answers to questions such as:
- What strategies should be employed?
- When is the optimal time?
- Which wording and format achieve the highest engagement?
- WhatsApp Business or WhatsApp Business API, which is suitable?
- Which partners in the market are reliable?
- Who are the stakeholders in online activities?
- What are the steps, and how is success measured?
- What are the metrics? Pros and cons of each platform?
- Are there any golden rules?
- How to start with zero budget?
- How to sustain operations?
- Is there a checklist or things to avoid?
None of these answers are readily available on free online platforms like YouTube (or platforms that sell courses) or in most training centers. Why? Because handling these requires manpower and resources, typically available only to large marketing companies with the capability and track record of testing and trying new methods, backed by data-driven results.
This is why the adage "the big get bigger" holds true in technology, digital advertising, and branding. Amidst the market's lament, businesses still need to carry on as usual or even push for more aggressive promotion and creative endeavors. However, due to cultural, legal, and educational constraints, there are very few groundbreaking advertisements in Singapore's market. Therefore, only strategies aligned with conventional standards, and those with discounts, can thrive.
In recent client requests, overly unconventional approaches often struggle to resonate with local tastes. What's more important is learning effectively and following a marking scheme to pinpoint brand positioning accurately, execute precise targeting in Singapore, drive traffic, and ultimately lead to purchasing behavior. Hence, the emphasis is not on flamboyance but practicality. With basic knowledge of the company and industry, coupled with a deep understanding of digital marketing, one can create a guidebook to steer the promotion process effectively, leading to product and service enhancement and, most importantly, conversion.
When there's a proven process for success, a guidebook akin to a marking scheme emerges. In conclusion, integrating WhatsApp and TikTok into your marketing mix is a strategic necessity. However, in the face of talent shortages and financial constraints, taking matters into your own hands becomes imperative. As more companies recognize the need for such guidebooks to navigate the digital age, the journey of hands-on digital marketing begins.
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