Tuesday, December 30, 2008

Who's reading?

There'll always be a neverending debate on who's reading what on the internet. Tell a client to use twitter as a marketing tool and they will response with a bang on the table as they give their money to a newspaper instead. True, it is hard to determine the returns, the risks and you can't really control your demographics. But for goodness sake, I wonder who invented technology, it is capable of anything.

Found this blog from Guy Kawasaki's tweets. The Brand Builder, written by Olivier Blanchard. It's enjoyable to realise the wealth of knowledge one can find from these folks if you really take time to read them.

There's a new article on social media stats and demos for 2008. It's interesting to see who ranks the top 40 tweetcities in the world and at what a rate this tool is growing intensively. I can't find Singapore on the list though, for plenty of reasons. One, we have a population too small, two we don't exactly have a tweeting population. We are just too small for comfort.

Digital marketing is not likely to take off in Singapore or Hong Kong in a big way because people are sitting too close to each other. There are many modes of communications and traditional media still ranks the most popular way to reach out to target audience. Well, I have to admit even for me, I still read newspapers and watch the TV. Digital marketing takes up only 3% of the total media spending in 2007. Where about 1.6million people are online everyday on this island. The newspaper only circulates about 250,000. So that doesn't really reaches a population of 4 million, does it. (Please refer to digital media report in my earlier posts). However, due to managable distance from home to town, people usually stay out instead of staying in. Hence outdoor media is the one channel that has been growing increasing popular in the past few years. More creative means are being explored from billboards to installations. Government rules have laxed to allow more room for advertising on public property.

However, that also means trying to get attention becomes harder. Many a times, marketeers tend to be successful in executing the "eye-catching" element but may not necesarily be achieving the objective on the movement, whatever that may be. Of course, clients should be realistic about the targets and how will the marketing effort translate into it. No matter it's sales or awareness. As I am religiously repeating, pick the right channels to the right people.

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