The whole of 2020 was rife with a pandemic, uncertainty, disruptions, and a new emerging digital landscape.
Have you all been keeping up?
What new updates will Google unleash at us? And are you all tapping on the eCommerce “boom” fast enough? We know the world will unlikely return to “normal” and are our adjustments ready for the new world?
The point is, at the start of year, marketers should redefine their goals, scrutinize performance metrics, and KPIs. To survive and thrive again, we must be nimble and adapt new strategies quickly and precisely.
Leaders today can learn from the lessons and triumphs, in hope that they might bring fresh ideas to the company, which could possibly have been affected during the pandemic.
Marketers need to not only be creative people but equally importantly- analytical people.
We hope businesses start critically thinking about how to improve their digital marketing strategy, after seeing how imperative digitalisation is in 2020. We surely can draw out lessons from the past year on what would have worked best, along with assessing the market on what is going to be this year’s more influential trends and channels.
Let’s get ready to disrupt going forward.
2020 Digital landscape in Singapore
The coronavirus outbreak has made an impact on Singaporeans’ online shopping behaviour.
20% of Singapore residents admit that they’re spending more time shopping online due to the COVID-19 outbreak.
These are what Singaporeans are shopping more online:
- Alcohol: 5%
- Chocolate: 5%
- Clothes: 14%
- Cosmetics/beauty products: 12%
- Entertainment items (e.g. books, films): 9%
- Food/grocery products: 32%
- Gifts for other people: 5%
- Home appliances/furniture: 7%
- Home/garden items: 4%
- Household essentials (e.g. household cleaner, toilet tissue): 25%
- Personal care products (e.g. toothpaste, shampoo): 22%
- Treats for themselves: 14%
- Vacations to take in future: 4%
According to a recent study, Singaporeans spent an average of $113 online per person from January to June last year, it also shows a 51% increase in items purchase as compared to 2019. About half of Singaporeans, when polled agree that their online shopping habit will persist this year.
Based on this digital landscape, businesses should move towards the great acceleration of e-commerce, with COVID-19 being an unexpected catalyst for e-commerce’s entire growth timeline and infrastructure.
Most recent type of info and content people in Singapore want
As of April 2020, Singaporeans are interested in the following types of information:
- Financial advice: 25%
- Ideas for things I can do at home: 24%
- Information about how I can volunteer to help: 15%
- News stories on things not related to coronavirus: 21%
- Positive/feel-good stories about reactions to coronavirus: 32%
- Tips on how to stay active/healthy: 35%
- Updates on the situation
- in my country: 62%
- my local area: 41%
- in other countries: 50%
With this new information, many organizations find themselves being cautiously optimistic about the future. In a pandemic-driven digital landscape, it’s more pertinent than ever that all businesses re-calibrate their target audience with useful data and predict if this behaviour will again evolve in the near future.
If your business hasn’t begun building a digital presence, you might be missing out on an incredible business opportunity, Digital marketing is the answer to getting your brand in front of thousands of new potential customers, and businesses can no longer ignore that.
While there are certainly new trends and technology to account for, what you’ll by and large find is that a lot of these marketing strategies and trends aren’t necessarily new, but they’re evolving in significant ways that would impact your business.
5 Digital Trend Predictions For The Singapore Marketing In 2021
1. QR code Technology
QR Codes, was assumed to be a dead relic of the early 2000s, however, found a new awakening in the midst of the pandemic, especially in Singapore, kick-starting a series of new trends and endless marketing potentials.
The reason for the resurgence of QR codes is due to overcoming the hurdle of downloading a separate app as the average Internet speed has increased vastly, which allows consumers to scan QR codes at lightning speed and at ultimate convenience. High-speed internet is accessible to 90% of the global population today.
With such expansive technological upgrades, QR codes have gotten a new lease of life and brands should be taking notice.
Internationally, Porsche, Instagram, Taco Bell, L’Oreal have all dabbled in QR codes and seen impressive results.
For a long time, China has used QR Codes as a way to filter visitors at checkpoints. Today, Singapore is using QR Codes to ensure contact-less visitor entry and to facilitate community-driven contact tracing.
WhatsApp, Google Chrome, and Instagram have also jumped onto the QR code bandwagon making it even more popular amongst audiences across all boards, elevating the social media experience via touchless technology.
Across the globe, QR Codes are being used in contact-less delivery, contact-less pickup, and most importantly contact-less payments.
Given the increase in demand for a safe way to keep consumers engaged, the QR Code market is expected to see a massive surge.
You can easily make your own QR code using an available QR code generator. But how do we incorporate the resurgence of QR code technology into marketing and direct users to advertiser’s websites/ e-commerce to speed up sales conversions?
For example, you use QR codes to:
- Direct clients to your resume, LinkedIn profile, or website.
- Use a QR code in a direct mail piece, business card, or postcard to provide a discount.
- Give customers an inside look at your new Facebook promotion.
- Share a digital menu for your restaurant, food truck, or catering company.
- Direct users to download your app.
- Take them to a page with more detailed information that wouldn’t easily fit in a print ad, such as a product sheet or pricing list.
- Deliver step-by-step instructional videos or a printable setup sheet.
- Have the QR code send a tweet when scanned, or check in with any location-based app.
- Let them enroll in an event such as a webinar.
- Use the QR code to let customers send themselves a reminder via SMS.
- Link them to a special “exclusive” YouTube video.
- Deliver AR content
(Neil Patel)
2. Social Media Groups Gain Credibility As A Resource
In social media, there always seems to be some discrepancy between news and its credibility because it is easy for any person or entity to share or present information on social media that may be skewed or deceiving.
However today, with users being more experienced and knowledgeable, social media groups have emerged as a popular channel to foster conversation and connection among members.
If a group has limited or no public visibility, it can provide an environment where members may feel more comfortable expressing themselves and sharing.
Hence, marketing to discussion groups would be the best channel to reach out and connect with highly targeted audiences – those who have a greater likelihood of interest in your products and services. The following will give you an insight into the best practices on how you can effectively use this channel for your business.
However, remember that your audience may have different expectations of content on one platform vs another. Choose the right platform to host your group and create unique content for them in that space.
Social media platforms such as Facebook and LinkedIn offer members the opportunity to establish and join groups of people online. Here are examples of the factors that could cause people to want to join together in groups on social media:
- Common Background: Family groups, ethnic heritage, former classmates.
- Qualifications: Job function or title, alumni status.
- Interests or Hobbies: Sports, causes, hobbies, pets, political affiliation, religion, work-related topics.
There are so many benefits to using social media groups for brands, but here are a few major ones for social media marketing that you should take note of.
Gathering Useful Audience Insights
You can gather real data about your audience’s interests and behaviors by simply listening to the conversations being had in the group.
Building Relationships, Community, Engagement, and Trust
This is an opportunity to show you care as a brand and foster a meaningful engagement with your target audience. You can use this space to have more direct, one-on-one conversations with your audience to build those relationships.
Discovering New Ideas for Content
You can use the member feedback, new knowledge you gain about your audience and content shared in the group (UGC) to help you create better content for your other social platforms.
Networking Opportunities
More than just offering a space for p