How Singapore's Social Influencers are changing digital marketing strategies (How Singapore's Social Influencers are changing digital marketing strategies http://t.co/vnzKNcxdsx via @sharethis #socialmedia...
Nowadays, more and more people are using internet as not only to obtain product information; but also use to gain other people’s opinions based on experiences and perceptions toward the brand. There are many sites or services such as blogs and websites people can get abundant information but among these, SNS is the most popular these days. Consumers share about their brand experiences and exchange product information with other users of SNS. According to the article, 74 percent rely on social networks in Singapore especially Facebook. Thus, companies in Singapore should not overlook the power of social influencers. Marketers are also not only contributing to marketing content to persuade consumers but also monitor influencers’ behaviour. Because there is a chance that influencers can disseminate wrong information as they just do not like the brand. In order to prevent any unwanted situations, companies should consider using SNS for the product development process.
When the communication target has finalized, the person in charge of this communication has to make a core message effectively. Effective message is significant as it makes people to concentrate from evoke intriguing and can lead consumers to buying behavior. Thus, it is important to create a message that can stamp on people’s memory.
In this picture, we can know that Dove is trying to communicate benefits of Dove shampoo by using famous cartoon character.
In other words, I can say Remote Association Thinking (RAM) has well applied. Because, people’s attention or response can be elicited from eye-catching cartoon character; and most importantly, target audience can easily find match or association between Dove shampoo and the character.
As this article says, word of mouth (WOM) can occur anywhere. Before the digital world came to us, there only occurred verbal WOM for example face to face. Digital world allows consumers to talk through various mediums such as Skype and SNS. I am sure that this kind of digital word of mouth has much stronger power than verbal WOM. The reason is that it can create synergy effect. I also think that most people are affected by community of people and sometimes follow them even they think it is different to their intention. This can be explained by the term of mob psychology. SNS has used this term well enough and more and more people have been influencing by this effect since the digital world advent.
In addition, people now can easy to obtain information not only by the SNS but also other persons’ blogs and many various internet sites. This also saves costs and times of searching. There are many people commenting and recommending for example grading a particular product or service they experienced. If hospital marketers understand the power of SNS word of mouth and effectively use the IMC then I truly believe there will be increasing of patients like the title of article.
Since the digital appeared, the importance of content marketing has become more and more noticeable. In order to succeed with content marketing, emotional factors and colours should be considered like this author said. In other words, for example, if actors’ performing was not natural or colours are used wrongly, then it is difficult to appeal to customers even the story was well-written. Thus, I would like to share my ideas about content (story-telling) marketing to supplement author’s statement. If you look at the scarecrow (http://www.youtube.com/watch?v=lUtnas5ScSE&feature=player_detailpage), the brand name of ‘Chipotle’ only appears in the last scene of the video. This can mean if those Viewers or potential customers felt positively after they watch it, then it is more likely to link and sustain their feelings to positive experience of that company’s brand. In addition, content marketing improves its image by showing the respectfulness and meaningful. For this reason, I think it is different to general repeated marketing because content marketing can make positive brand image. I think that is why many globalized company also invest a lot of money on this kind of content production. In summary, in this article, the author is explaining how important it is to consider emotional impacts and maximizing its effectiveness in order to make content more affluent. The author also mentioned five most commonly used emotional marketing and they are fear, guilt, pride, greed and love. Other than this, he tells us how colours are used as well, but did not provide any examples. So, I want to share some of examples I can think of:
For example, Red – it makes people feel in emergency situation other than excitement. This is why used for ‘SALE’ tag. Blue – bank of America, ANZ, BNZ (Many Banks use this coluor because blue = truthfulness). Marketers should refer to the information of people are influenced by colours and emotional factors.
Therefore, they should more concentrate on emotions not logical or rational explanation and they can only present most effectively through content marketing.
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