What once seemed impossible now seems inevitable. It wasn’t too long ago that going out was a dream for many. Before you know it, here we are as we embrace the onset of phase 2 of Singapore’s reopening. Nonetheless, we know things just aren’t what it used to be anymore (or at least, not yet). As shoppers move online, many businesses have since adopted the same approach as well. As such, advertising and marketing strategies have been realigned to reflect and match the reality we live in. In a world where we’ve adapted to 3 different stages in the span of 3 months — from the circuit breaker to phase 1 and now phase 2 — there is certainly no guarantee of what to expect in the next half of 2020. So what does the future advertising and marketing in Singapore look like? Let’s delve into the possibilities.
The change in narrative for advertising
It is imperative to devise a cohesive digital advertising strategy at this stage. Consumers’ needs and wants have taken a 180-degree turn. This shift in consumer behaviour due to Covid-19 ultimately has also influenced the advertising spend of many brands. Plus, it has forced brands to adopt digital advertising. Due to the vulnerability of the situation, however, advertisers have to be tactical in delivering their message. Being able to be relatable yet tactful is a challenge, but something that is absolutely necessary for brands to stay relevant. Consumers, just as much as brands, are past the ‘We’re here for you’ stage. Hence, adapting your ad messaging will not only boost your brand’s value but enhance the overall customer experience as well.
Agile marketing is the way forward
Crisis management is not a foreign topic for many businesses. But Covid-19 came in like a wrecking ball.
It wasn’t anything like what anyone has prepared for and it left most brands to panic and scramble to stay afloat. Despite it all, many brands have amped their marketing strategies to navigate during Covid-19. These speedy responses have not only won the hearts of consumers, but it has also proven the ability of organisations to be agile, yet creative. As the demand for brands to be responsive to the ever-changing times’ increases, it also raises the bar for brands to be adept in communicating the company’s purpose creatively. In times of uncertainty, instilling familiarity and security can be reassuring for consumers. Thus, it is crucial to reaffirm the masses of your company’s presence as it will, in turn, aid brand recall even post-pandemic. Brands have the power of influence and how you choose to exercise it is extremely crucial.
- Focus on long-term digital marketing efforts
- Improve digital presence across social media platforms and brand website
- Craft your big idea by leveraging on current topics for advertising campaigns
- Continuously Improve the quality of content that goes out from your respective digital touch points
- For branding consistency and improved brand recall, build your own identity guide by engaging a branding/creative consultancy (if your budget allows)
P.S. It is key to set yourselves apart from the masses in order for your brand to be remembered.
All things that seemed mundane are the ones that we want back in our lives. The morning rush to work or being able to head out without a mask were leisures of our everyday lives. As companies rev their engines to transform their business, it is important to note what strategies and mediums are best suited to boost their performance. If you’re looking to do digital marketing in Singapore today, let us be your solution.