Global spending on digital marketing has grown to $100 billion (US), according to The Moore Stephens survey, which looked into the marketing habits of companies in the Asia-Pacific, Europe, and the U.S. Tech in Asia notes that Asian startups in particular are keener to place most of their budgets into marketing, compared to the U.S. – where many new companies are investing in experienced management and advisors, known as ‘gray hairs’. Asia is still in the midst of its boom and it doesn’t look like companies have any intention to lower their current digital expenditure. If you are a new company and you’d like to avoid common pitfalls, watch out for the following marketing mistakes.
Failing to Give Video Marketing Due Importance
Around 64% of connected consumers watch online video content daily, according to Kantar TNS’ Connected Life study into Internet consumption in the APAC. Around 65% are doing so on free channels like YouTube, and around 63% are consuming video on social networks. Users are dedicating almost two hours a day to video content, and this begs the question: what importance have you given your company’s video content? Your videos should be targeted towards your audience and should be made with equipment that captures clear imagery and audio. If you are a startup, creating in-house videos edited with Final Cut Pro is okay, but as you begin to expand and your marketing budget grows, consider professional filming and editing services, as well as styling of all video projects, to ensure your videos relay the right message about your brand.
Failing to Use Analytics Tools
You should ensure that your marketing efforts are bringing in an interesting return and you cannot do this without the right tools. For social media, Hootsuite (which allows you to program content, informs you of mentions of your company online, and integrates with Google Analytics) is one handy tool all businesses should have. Google Analytics is also key to discover which media platforms are generating leads. It will enable you to elicit the extent to which your SEO is working. You should be vigilant about attracting enough organic traffic, for instance, through content that is inherently interesting for your target audience. This should be achieved through a combination of text, imagery, and video.
Not Optimising Your Content for Mobile
Around 57% of Internet traffic across the globe comes from mobile tech (smartphones and tablets). In South East Asia alone, companies are set to break their $40 billion (US) – $50 billion (US) funding target by 2025, according to the most recent Google-Temasek report. Companies should ensure that their websites are easily accessible and well designed, so that users can quickly find what they are looking for, without getting stuck on non-optimised images and video. Optimal design will ensure users instinctively know which buttons to hit to get to the content they wish to consume.
Failing to Hone in On Your Audience
Your brand doesn’t have to be appealing to all audiences; it simply needs to engage and connect with your target audience. Defining your audience will enable you to set realistic targets and improve your brand equity. As noted in a paper published in Emerald Insight, brands like Coach have taken a deliberate, selective approach, concentrating their efforts on customer touchpoints that will boost brand equity. They also set realistic goals and focus on changes that are easier to implement.
In order to connect with your audience, you need to first define who they are, then devote your market budget to making meaningful connections with them. By providing content they can engage with in an appealing, professional manner, you can build your brand equity and begin to notice real change. Rely on professional equipment and staff for aspects like video and mobile optimization, analysing the outcome of your efforts and investing more in the strategies that are bringing in the leads.
Author: Jenny Holt