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Posts tagged “Marketing

Influencer Marketing – Where to From Here?


The popularity of social media sites over the last two decades gave rise to a new and contemporary style of marketing, aka influencer marketing – involving a group of people known as influencers. Influencer marketing is essentially a hybrid of old and new marketing tools, where brands take the age-old concept of celebrity endorsements and turn them into modern-day content-driven campaigns on various social media platforms. In place of traditional celebrities on mainstream media, these “internet celebrities” are referred to as such because of their sizeable number of followers, and who are engaged by brands to endorse and promote their products and services.

Nearly 60% of marketers have been reported to include influencer marketing in their budgets. The strategy, however, has moved on from “What do you think about doing something with influencers?” to “What’s the influencer strategy for this campaign?” That’s how big influencers have become!

Whether we like it or not, influencers are here to stay. Influencer marketing is projected to grow to US$10 billion in 2020, and brands are increasingly using influencers as ambassadors to promote their products with their audience. An influencer can be a popular fashion photographer on Instagram or a food blogger who tweets. There is enough to go around.

The important thing to remember here is that whatever the end goal may be, you need to make sure the influencer you choose will be able to deliver on your message. Here are some points to consider when identifying one:

1. Consumer Trust

Influencer marketing first became popular as a result of scepticism among audiences towards brand advertising. Consumers instinctively turned to influencers, more so than the traditional celebrity spokespeople for the brand, for more ‘authentic’ voices of opinions or reviews. Influencers’ work has typically been dependent on their commitment to put their audience’s interests first. While their role in marketing has increased rapidly, today’s savvy, informed consumers may still be cautious, and are likely to see them as mere conduits for corporate brands, similar to traditional celebrities.

2. Influencers not synonymous with big audiences

Initially, the word ‘influencer’ was an umbrella term for a group of people on social media with more than a million followers. Today, its subcategory that brands have successfully worked with includes micro-influencers – those with 10,000 to 90,000 followers. In time to come, more everyday brand advocates, with as few as 400-600 followers would become their spokespeople, as brands increasingly commit to reaping stronger results among smaller audiences, rather than blow their entire budget on a single influencer.

3. Differentiation

Social media sites today have millions of active users daily. Having to tap into that big of a potential market on your own can be tricky. That’s where influencers come in handy. With the large number of users, you are likely to be swimming in a sea of thousands. The high level of competition with low barriers to entry make it all the harder for brands to identify influencers. It’s worth considering the different levels of influencers and which ones are best suited to your brand/campaign.

4. Fake accounts / followers

Another risk that comes with the exceptionally large user bases on social media is the number of fake accounts or influencers with fake followers that marketers have to spend time weeding out, in order to identify the ones that organically generate quality engagement. A recent study conducted by Points North Group revealed that up to 20% of mid-level influencers’ followers are highly likely to be fraudulent – artificially inflated to increase their asking rates from brands.

5. Costs

As the demand for influencers continue to rise higher than it already is today, marketers have to set aside a huge portion of their budget for influencer marketing alone. To amass a following as large as they have, influencers would have had to put in hundreds of hours to build their personal brand and reputation; so naturally, they expect just as much in terms of remuneration.

With their ability to engage a highly relevant audience, and share content among their followers, influencers are vital to a brand’s marketing mix. Engaging an influencer comes with a unique set of challenges that can impact the results of your campaign. At the end of the day, it’s really about the messaging. What do you want them to share with their audience? How do you want them to present your brand?



4 Tips For Your Next #HashTag Campaign


It’s been a month since the New Year, just enough time for most people to forget about their resolutions. You may laugh, but it’s true.

So, how can you ensure that your brand stays relevant and remain top of mind after thrill is gone?  Enter, the hashtag! Hashtags have become an immensely popular and effective way to communicate and find content on social media.

That’s right! What used to be a punctuation mark or a numeric symbol on the keyboard has now evolved into a metadata tag. The idea was proposed by Chris Messina in a tweet back in 2007 and since then, it has gained so much traction that the word hashtag was added to the Oxford English Dictionary in 2014. Millennials, politicians and celebrities use it. Do we need another reason to capitalize on it?

A great hashtag is one of the most powerful tools you can use to market your business through social channels. Events, Twitter profiles, trending topics, marketing campaigns and more can be covered by a single hashtag, across the web. With the right hashtag, you can connect with your audience easily, get discovered by new prospects, track and curate what people are posting about your brand.  Every time someone uses a hashtag tied to your brand, they spread your message to their own followers. Cool, right!

If you’re still at a loss as to where and how to use hashtags, here are 4 essential tips that will help to inexpensively increase your mindshare on socials.

Research, Research, Research!

Long and complicated hashtags are a turn-off and in a blink of an eye, you’ll lose your audience. On the other hand, even the shortest hashtag can give way to misinterpretations and the whole thing can go south, as in the case of Burger King (BK) and its obliviously launched #WTFF campaign. The fast food chain suffered a backlash in the form of mocking tweets and memes, with the launch of their lower-fat French fry, using the hashtag #WTFF (What The French Fry). Careful research prior to the launch would have warned BK that the hashtag is commonly used to express profanity, and likely to backfire, especially in terms of marketing and promotion spend.


When it comes to hashtags, you need to plan ahead – research, research, research! Before you choose a hashtag for your campaign, you need to know what’s popular with your audience – what are they interested in and why? Find out what is relevant to your brand, what social influencers are saying, and also what the trending content is in terms of adding value to your business. The hashtag you create must resonate with your audience. It must be clear enough for them to identify with quickly, and easily draw a positive reference to – from something they hear or see in their daily lives.

The Right Channel

Be mindful of the platform that you’re running your campaign on, so that you can tailor your content accordingly. Linking it across platforms is great but what works for one may not work well with another.

The #MeToo campaign, for example, worked very well on social platforms, but had greater success via Twitter. Women who were abused and harassed felt empowered to stand up and speak up about the abuse, galvanized by the hashtag. Twitter allowed the victims to share their stories virally, while at the same time, respecting their privacy. The #MeToo hashtag caught on quickly and sparked a global movement and call for change and protection from abuse, not only for women but for men too.


Meanwhile, you can say that the fashion industry has it easy when it comes to social media campaigns, and Instagram is most effective. With a series of hashtags, they can tap on social influencers and mobile-savvy customers – and reel them in with targeted hashtags, images and videos, pertaining to trends, new collections, stores nearby, as well as other interesting fashion titbits.

Call to Action

Don’t just focus on promos – focus on organic reach. Work towards engagement with your audience through a call to action, such as encouraging them to tweet or post their own pictures using the hashtag you created. A great example is Disney’s viral campaign, in collaboration with the Make-A-Wish foundation that got people to share their photos, complete with Mickey Mouse ears with the hashtag #ShareYourEars on Instagram.

Likewise, Calvin Klein encourages shoppers to post in Calvin Klein undergarments with the hashtag #MyCalvins.


Strike a Chord

The most successful hashtag campaigns do not solely focus on marketing the brands; rather, they seek to strike a chord with their audience. As in the case of Disney’s #ShareYourEars campaign, the charitable nature of donating $5 for each user post to the Make-A-Wish foundation, contributed to the campaign’s virality and ultimately Disney’s reputation as a socially responsible brand.


By incorporating a social message in your hashtag campaign, it not only helps to create a positive brand image, it also repurposes your message to a wider audience. Another example of a brand that does it right is Always, a feminine care product brand that made its entire social media marketing about empowering women, primarily through its #LikeAGirl campaign launched in 2014.

When it comes to social media marketing, your hashtags are the key to your SEO and visibility of your content, and can be an essential component to building brand awareness across platforms. If used wisely and correctly, your business is bound to see an uptake in customer engagement and sales.

Posted by Brintha Shree, CorpMedia

Do You Want to Hear a Story?



People in general have an insatiable appetite, craving a tender story to sink their teeth into. Commercials or Ads, laden with emotions can invoke a plethora of feelings within a person. Once upon a time, advertisers were fixated on hard-selling a product’s prime assets. Today, they prefer to tell a “story” to sell. The story, though, must resonate with you, the prospect, and appeal to your emotions. After all, when it comes to making buying decisions, it’s all about what stirs your emotion.

Thanks to premium memberships and exclusive privileges, skipping an Ad is literally a click away. While it’s impossible to rewind the effects of technological advancement, it’s plausible for consumers to press play the next time they chance upon YOUR commercial or Ad.

There’s no running away from storytelling in today’s marketing environment.  It’s an essential component of any marketing and advertising campaign strategy. Brand storytelling works when yours rises over the white noise to rein in your prospects and win their trust, only then will they become vested in your business. Here are some tips we’d like to share with you.

1.  Stand out from the rest

To be memorable, you must be unforgettable. A conventional plot won’t exactly scream your brand name. Advertisers need to pull out a fishing rod to hook users with a direct connection to a powerful story, to automatically assimilate the business-to-consumer bond.

To stand out, you don’t necessarily have to be tall. Volkswagen’s Think Small campaign swiftly shifts the focus of spacious American cars to small German automobiles. Instead of short-changing consumers with empty promises of roomier cars, they choose honesty as the route forward – telling it like it is!

Think about what makes your product a rose among the thorns, and figure out ways to weave a story from that. Where carbonated beverages are aplenty, Coca-Cola’s personalised bottles, are a rare, novel invention. The Share a Coke campaign allows users to purchase a can of Coke with their personal name printed against the famous red backdrop. For unconventional names and nicknames, Coca-Cola will even customise the bottle. Consumers feel a sense of ownership, or better yet – it spurs them on to share a Coke with someone by that name. It may be simple, but a name can share a thousand stories.

2.  The emotional touch

Luke Sullivan, author and copywriter of Fallon McElligott advertising agency, shares how people talk in stories. We must do the same. The brand itself tells a story, and narratives give human experience depth. Take for instance, a savvy gadget like FitBit – we know what it is and how it works. The Ad uses an emotional pull factor as it follows an impressionable young girl while she narrates her mother’s fitness journey, all from her eagle-eyed lenses. It tugs at your heartstrings and holds your attention on pause. What’s more, it makes consumers believe that FitBit is indeed a gadget for everyone. You wouldn’t be as interested if the Ad boasted a chunk of statistics, right?

3.  Be real, give details

You may think that to reach the masses, a carbon copy of a tried-and-tested idea would suffice. But does a “recycled” idea makes you jump out of your seat? If you want to be heard, then include details, details, details. This makes the storyline genuine and relatable, and is sure to go out with a bang.

Observe your surroundings and hear what isn’t being said. Starhub Singapore’s campaign is peppered with nostalgic heartland moments to alter people’s hushed perception of Singapore as THE unhappiest country. The story resonates close to home and includes visuals of precious, authentic moments that locals cordially share.

4. Relate and resonate

Step into the shoes of a reader and ask yourself, “Can I relate?” Think of the struggles your community faces, and how others feel about a certain topic. For instance, in the age of female empowerment, the Think Like A Girl campaign by Always, nips the social stigma of playing sports like a girl, in the bud. The takeaway is that girls are as fit and adept as boys – a message that runs deep for many independent women out there.

5.  Close your eyes

Many will skip advertisements at the first second. If you can make a person forget, even momentarily, that they’re watching an Ad, you’ll garner two thumbs up (and a ‘like’). As Jon Hamm wittingly said in Mad Men, “I wanted people to say “What’s happening in the story right now? Oh! It’s an advertisement!” That will clue you in if you have an Emmy-winning Ad or not.

Procter & Gamble (P&G) shares stories of supportive mothers to superstar athletes, and how unwavering courage leads to the success of their children. The commercial is almost a film, taking viewers on a journey before reaching that paramount moment, all under 3 minutes.

Hope these tips help you to think outside the box. The next time you’re in a brainstorming session, remember: Honest, relatable and authentic storylines – That’s where the gold is.

Posted by Nur Farzana, CorpMedia

Breaking: Bad News!


Delivering bad news is tough in any business. Whether it’s having to tell your vendors that you can no longer retain their services or informing an employee that he is being made redundant, or shutting down a project, often the “messenger” tasked with delivering the final blow would go to great lengths to delay or avoid the situation due to fear of confrontation, turning a bad situation into an even worse one.

Let’s face it – nobody wants to hear bad news. Disappointment, frustration and even anger come to mind. It’s certainly no mean feat when it comes to reconciling and managing orders from upper management with the interests of employees, vendors and clients.

So how can we avoid shooting the messenger? We share some tips on how you can deliver bad news (someone’s got to do it!) with grace and tact.

Be Prepared

Make sure that you’re familiar with every piece of information before speaking to your target recipient (employee, colleague, client). More specifically, you need to understand the reasons why, who are the parties involved, and any other considerations in the lead up to the final decision. Don’t hesitate to ask for more information before delivering the bad news.

Time and Place

When you deliver bad news, be sure to do it in a private setting and at a time when he can hear the bad news. If it’s not urgent, don’t approach the person at a stressful time in the middle of a project. Be mindful of the setting, and switch off your phone and email alerts – avoid interruptions at all cost to put the person at ease.

Create a Buffer

Before communicating any bad news, always start with a buffer to reduce the shock or pain. An effective buffer helps the recipient to keep reading or listening, and essentially provides a smooth transition to the bad news proper.

  • State the best news first
  • Compliment the recipient
  • Thank the recipient for his past contributions
  • Listen to what the recipient has to say (shared viewpoint)
  • State key facts of the case
  • Express empathy (show concern)

Be Direct

People are more receptive to listening and accepting bad news when it’s delivered thoughtfully, sincerely and confidently. Body language is key. Make sure your body language conveys the right message in the right way and is in line with what you’re saying. Some examples of non-verbal cues include avoiding eye contact and fidgeting. These are sure to send the wrong signals. Also, do not sugarcoat and beat around the bush. Be direct and tactful, and most of all be kind.

No Time for Jokes

When bad news is being delivered, be considerate of the recipient’s feelings. Do not joke around as this may come across as being rude and insincere. While you may want to lighten the mood and reduce the impact of the news, always be respectful and sensitive.

Explain the Why’s

Research shows that people are more willing to accept bad news if they believe the decision-making process was reasonable. Therefore, provide them with ample reasons as to why the bad news is necessary and give them details about the decision-making process.

Show you Care

After delivering the news and explaining all the necessary information, give the individual some space to absorb the information and be ready to listen to his concerns. Ask him how he’s feeling. Do your best to be understanding and answer any questions as best as possible.

Moving Forward

When closing, do it in a way that promotes goodwill and helps the individual or team move forward. You should provide your support and let them know you’re there for them. Instead of focusing on the “can’ts”, focus on the “cans”. Go a step further and suggest a compromise or alternative option based on what the individual wanted in the first place.

Posted by Chloe Tan, CorpMedia

Push Your Boundaries – Content Marketing Strategies


Content marketing is showing no signs of slowing down. It begs the question why this is beginning to replace the traditional methods of outbound marketing. The answer is apparent: businesses are finding that content marketing attracts customers and builds real trust between brands and consumers with the use of owned media instead of rented media. Content marketing is empowering customers with consistent and valuable information they need, making them more perceptive and ultimately benefiting organisations with their business and loyalty.

So what is Content Marketing?

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action” – Content Marketing Institute

Content can be said to be just about anything the organisation churns out, ranging from articles to blog posts and even social media posts and podcasts. They can be visual, auditory or written. The main function of content marketing is to attract customers and more importantly keep them engaged. In other words, it is the art of communicating with your prospective customers without selling. This makes content marketing a creative outlet in terms of sources of information, awarding creators of these content the opportunity to test the boundaries that define their creativity.

Open up options by jumping on the latest Internet bandwagon! These are the essentials to building a content marketing strategy;

  1. The Basics: Start with the content that is already on your website and work from there .The key is to optimize user benefits by making sure there is ease in accessing information they are looking for and you are offering the solution.
  2. Stand out: Bring out your unique style, as the web in a sea of information and your competitors are out in the open too. The only way to make a good impression is to have a unique style of presentation. It only takes 7 seconds to make an impression.
  3. Intent-based content: Identify your target audience and thought has to be put in to the user’s wants, expectations, or needs when he or she arrives on your website through search. Find out what they are actually talking about instead of making vague assumptions. Try to also anticipate what type of questions your clients may have.
  4. Don’t “sell”: Leave the selling of your content and try to provide as much value as you can. People will naturally want to buy this way. Think of it as ‘commercial karma’. (says Bryony Thomas)
  5. Don’t publish low-quality content: It is a better way to build your authority, credibility, and brand recognition when you don’t publish a particular piece of content you don’t consider to be high-quality. High-quality content in anything that is engaging and informative on a regular basis.
  6. Be reachable: Follow up on discussions as this signals to everyone you are listening and being responsive. It puts a real person behind the valuable information and makes them more inclined to trust you. You reap what you sow.

The challenge in content marketing would be producing engaging content and making the transition for audiences from learning from you to buying from you easy.  Through content marketing, networks can expand rapidly and deliver warm leads that are easy to convert. In the midst of creating content, it is imperative not to forget that at end of it all –  it has to be congruent with the company’s vision and goals.

Posted by Thaslim Begum, CorpMedia

From The Outside Looking In, PR vs Advertising


When I first started working in this office 3 months ago, I barely understood what the term “public relations” meant. I had no background in communications and only had a slight idea it involved writing – eg, press releases and articles. I knew that unlike advertising, public relations isn’t “selling” anything.

So what is PR, exactly? According to Wikipedia, it is “the practice of managing the flow of information between an individual or an organization and the public”. Essentially, public relations is a management tool – for building credibility and allowing companies to evaluate public attitudes, identifying the public’s interest or concern. In times of crisis, PR is used to explain, defend, promote or reveal corporate policies to specific audiences so that these audiences can fully understand what the organisation has to say.

With the internet today, just like everything else – public relations is constantly evolving. Traditional media is being replaced in favour of social media, and why not? It really is having the world at your fingertips, provided your mobile data plan allows for it.

Advertising and public relations are both forms of communications. But there are several key differences between them.

The company pays for ad space and time. Coverage in media is not paid for.
Complete control of what goes into the ad. Little or no control over your information is presented, if the media decides to use your info at all.
Since you pay for the space, you can run your ads over and over for as long as your budget allows. You can only submit a press release about a new product/news conference once.
These days, consumers know when they’re reading an advertisement they’re trying to be sold a product or service. When a consumer reads a third-party article written about your product or views coverage of your event on TV, they’re seeing something you didn’t pay for with ad dollars and view it differently than they do paid advertising.
Often appears less credible because viewers, readers and listeners are aware if it comes from an unbiased source. Public relations-based publicity is usually more credible with an audience as it comes via independent media.

Additionally, public relations costs less than advertising. PR involves a mix of promoting specific products, services and events, and promoting the overall brand of an organization, which is an ongoing task. Individual advertisements are sometimes based on a brand but are more often based on a specific promotional message such as a price cut or the launch of a new product.

Do you work in advertising or public relations? Let us know what you think – leave a comment!

By Natasha Samat, PR Associate @ Corporate Media Services

Clash of the Titans: Advertising vs. Public Relations

Advertising and public relations are important marketing tools; knowing the difference can help businesses reach their target market and achieve their objectives.

Advertising and public relations can be exceptionally good at reaching the masses and helping a brand or organisation get the word out. However, before you dive into any advertising or PR campaign, make sure you know enough of each industry’s strengths and weaknesses. Often times, these two industries, although entirely different, are commonly confused as being one and the same.

Considering all the time and energy that has gone into pitching everything under the sun from razor blades, washing detergent and even medical supplies, you would think someone would have answered the age-old question by now – Which is better, advertising or public relations? The answer is entirely dependent on what you want to achieve. Advertising and PR have decidedly different benefits, and each contributes differently to your company’s communication goals.

Some useful tips to help you which way to go:

1.     Review your Budget: A large portion of the budget for an advertising campaign will be spent on ad space. Ad agencies also charge for concept development, copywriting and creative work such as graphic design, filming and editing. On the other hand, a PR agency works to gain free publicity for its client. A PR campaign budget usually goes towards the creation of a compelling story through media pitches, press releases and events and ongoing media liaison.

2.     Creative Control: Ad space is paid for and with the help of an ad agency, companies can take the wheel to maintain full control of an ad’s content and exactly when and where it will appear. With public relations, once a media release or pitch is distributed, PR agencies are limited in the amount of control they have over the way media outlets use the information or if they choose to use it at all. Even the best media release can be bumped off for a bigger story. However, a PR professional can help you navigate through the white noise of news and get your story heard.

3.     Media Exposure: Big budgets allow companies to run ads for as long as they wish. The downside is that seeing the same ad can become repetitive and ineffective, as consumers do not stand to gain any new information. A media release, on the other hand, can be distributed to many different media outlets. Although news has a relatively short shelf life, it is possible for a media release to sit an editor’s file until it can form part of a bigger story. The key takeaway is that consumers may see the same product or service in different context over a period of time.

4.     Reaching your target audience: Consumers know when they’re reading an ad that they are being sold a product or service. It’s very rare for people to actively seek out ads unless they are looking for something in particular. From a PR standpoint, a story covered about a service or product carries more credibility. If presented correctly and in an informative medium, people are more likely to take notice of a company’s key messages, even if it’s only on a subconscious level.

5.     Content Style: Advertising campaigns rely heavily on creativity, catchy slogans and eye catching graphics to attract consumers’ attention while PR campaigns require a nose for news. With a comprehensive understanding of the media, PR agencies exercise creativity by crafting captivating, factually correct stories that educate readers about a product, service or company.

Executing Your Campaign

Compared to advertising, public relations is a more subtle, disciplined approach with the aim of influencing public opinion and behaviour. It is the foundation that builds name recognition and brand trust.  With it, future advertising can succeed to greater heights. Think of your promotional campaign as a pyramid:

Making that Sale!
Raising Brand Awareness
Advertising and Promotion Campaign

Public Relations Public Relations Public Relations

An advertising or public relations campaign doesn’t have to be mutually exclusive. They can and should be used in conjunction with one another to help spread the word about your product or service further.

With proper planning and precise execution, you’ll have no problem in achieving sustained media presence, building credibility and making that sale!