Is good marketing really dead? Or maybe not? Take a good look around you and decide for yourselves.
With the shift of the masses' media consumption behaviour to predominantly digital, marketing professionals have scrambled to catch up with mobile advertising, capitalisation of apps, the increasing amount of technical skills and know-how required to perform a good search engine or web advertising campaign amongst other digital marketing platforms.
At the same time, the advent of social media where every one and any one who has access to a social media account has led to a rise in "self-made", "self-taught" social media consultants and marketers.
Contrary to popular belief, not every social media user is unassumingly an expert.
How many times have we witnessed small and medium businesses relying on non-trained professionals or amateurs to do their social media marketing for them?
All one has to do is to get a reality check - how popular is the content posted by your social media executive or manager? If a so-called social media marketing professional has less than a 100 followers on Twitter, has just joined Instagram or has no idea what Snapchat is, would you be confident to entrust this person with your digital marketing project?
It is confusing that nowadays that any engineer, business graduate, stay-home mum or person in any other business unrelated to marketing can call themselves a marketing professional.
Taking the shortcut
Oftentimes, clients demand quick results - they want to see increased sales, sign-ups or new customers in a really short period of time.
Advertising is one of the best ways for short-term reactions. However, not all advertisements are created or executed equally (well), hence a brand may not even stand to gain as much as they could with the amount spent.
For instance, many small and medium businesses advertise take advertising on Facebook as the quickest way to promote their product or service.
The artificial boost in the number of likes of a brand page can be clearly seen when engagement is abnormally low or disproportionate to the number of Facebook fans. For example, a page with 5,000 likes. However it has 1% or less engagement or fan interaction on average for each post.
Another common way of Facebook advertising is by promoting a competition, promotion or event by boosting a post.
The ad response for brands who produce little content and focus on advertising as a remedy can be disappointing.
Hiring influencers to promote brands: A Good or Bad Investment?
Similar to advertising but a little more personal, brands can hire influencers such as social media stars and celebrities in Singapore to promote their product or get on board a campaign with them.
However, relying on social media influencers to push a brand forward is also a short-term method that can prove very costly especially for popular social media influencers with millions of fans and followers. Oftentimes this premium is out of range and unaffordable to small and medium businesses.
Basically, brands are buying another "advertising space" or "ad package" to get their voice heard by a specific group of people through an influencer who acts like a mass media channel.
Finding the right influencer to hire, work with your brand and compliment your brand message and values is one thing. Creating a compelling story with the influencer that would resonate with your fans is another.
Marketing would just do itself
Many businesses in Singapore are not alone with the thought that marketing would do itself hence there is no need to invest much in this area where they would rely mainly on their sales, business development, product management or another unrelated department's staff to do the job.
For instance, game developers put their games up on the Apple and Google Play store and expect them to sell already even when they are competing with 1000 other new apps created and added to just the Apple store every single day.
Creating a Facebook page and not maintaining it is fine if a company only wants a few die-hard fans to find out about it's service and offerings, have an unsustainable amount of customers and expect little to zero growth in their business in the long term.
There are no shortcuts to good marketing, creating a great brand and making an enviable company.
Feel free to join in on our debate on Twitter using the hashtag #marketingisnotdead
If you would like to know more about our social media, content marketing expertise and what we can do for your brand, contact: firstname.lastname@example.org