3 untapped ways for businesses in Singapore to engage the digital generation

Hardly a day goes by when we do not hear about the digital or the mobile revolution. The internet is awash with articles on how the digital age is upon us and ways for marketers to capitalise on mobile.

Just Google “digital” or “mobile” marketing and you will get inundated with advice on how to drive your business forward in the online world.

Digital is increasingly mobile. According to insights derived using device metering from TNS, Kantar Media & Mediacorp, over 40% of time spent by Singapore consumers on the smartphone is spent on communications/social networking.

This is significant and suggests that despite the stream of games, lifestyle and entertainment apps that can be downloaded – the best way to reach consumers at scale is via the channels by which people connect.

The next thing to note is the rise of chat apps. The likes of WeChat, Line and Viber are already snapping at the heels of Whatsapp with their vast userbases.

In an interview between Tencent (the holding company for WeChat) and TNS, Poshu Yeung, the VP for International Business, said: “Chat apps will become the mobile gateway for people to explore the mobile Internet. Chat apps can become the doorway for a range of activities from utilities, entertainment, gaming and m-commerce.”

In view of this, here are 3 things to think about in order to take advantage of the mobile phenomenon.

Leveraging on the inbound tourism market

Singapore tourism board released figures stating that Chinese visitors to Singapore were the biggest spenders – having spent almost S$1.52 billion in 2013 H1.

What better way for Singapore businesses to target this growing pool of customers than via channels that they carry around with them all over the world - such as WeChat? Similar principles can be applied to the Japanese (Line Chat app) and Indonesians (BBM).

Use mobile as a launchpad for overseas expansion

The pendulum swings both ways. Businesses in Singapore can target inbound visitors but they can also leverage on mobile to reach other markets.

Moreover, Singapore is primed as a pilot market to test mobile marketing initiatives going to other markets given its robust mobile internet infrastructure and highly concentrated retailer density.

Drive pin point targeting

Chat apps are in a special place to deliver pin point targeting to marketers. If they give marketers the following:
1. Deliver comprehensive audience insights to facilitate segment targeting (including attitudes/responsiveness to brands);
2. Combine that with location-based targeting and;
3. Trigger the purchase using brand or purchase recommendations from either friends or people like themselves.

The future is not yet here but the road map is becoming increasingly clear.

Spencer Ng is one of the speakers for the Engaging the Digital Generation Conference.

Engaging the Digital Generation
Sheraton Towers, Singapore
May 5-6 2014

Organiser: Pacific Conferences

Click here to register.

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