The Invasion of Digital Media

The Invasion of Digital Media

Hello my friends, the following article was written for the Chinese papers in Singapore but was never published due to sensitivity in comparison between traditional and digital media. Hence I am posting it herein for your reference. Will try to translate an English copy soon for the greater audience. Thanks! 数字媒体的侵略 (September 19, 2009) 许多品牌和商家在经济不景的2009年都纷纷缩紧荷包,减少广告和营销开支。为了迎合消费市场,各家使出了浑身解数,在有限的资源下舒展预算。而其中,把部分营销转移至网络线上成为了普遍的策略。 利用线上平台直接与消费者进行交流不仅省下了透过传统媒体传达信息的广告费用,且能够为品牌树立更亲民的形象定位。在今年初的一项调查显示,24%的新加坡人表示拥有网络存在性的品牌能够“显著地引起他们的兴趣”。 无论是网络广告、数字公关、线上活动等,在费用与持续性上相对之下都比传统管道来得经济一些。亚洲拥有全球41%的网络用户,而本地的宽带网渗透率更超越了102%。在所有本地用户当中,就有74%积极参与社交网络(social network)的交流。是属于全球百分点最高之一的城市。在这种种趋势的推动下,不难理解品牌和商家们为何提高了网上的活动范围而渐渐将视野分散至数字媒体(digital media)。 《宝洁 – 护舒宝》(P&G Whisper) 近来就利用了Facebook社区在本地首次展开数字运动(digital movement),鼓励妇女以正面态度看待生理变化和月经这个羞涩的课题。连同为此运动特别设计的迷你网站(http://www.happyitshere.com),以可爱的插画和轻松的语调,《护舒宝》成功地在一个月之内团结了超过3,000名妇女参与这个社群。此频道大受妇女欢迎,许多人都乐意大方地,毫无忌讳地公开讨论生理状态和经历。这有效地建立了一个妇女们能够寻找共鸣和强系的群体。从短期的分析来看,在全无产品促销与个人利益的推使下,这在本地可以算是相当成功的例子。但是单凭持续对话的这样一个方式是否能够长期引起消费者的兴趣就不晓而知了。或许在强调真实性和诚意的当儿,品牌依然不得以而必须考虑到消费者利益和关注的事项。在整个运动的伸展计划上需要持续的努力和不断植入更多的新元素。 近期也在探索Facebook的企业更包括了《职总平价合作社》(http://www.facebook.com/thatsmyfairprice)。据报道了解,他们在短短3小时内就聚集了超过1,000名粉丝的加入。唯一不同的是,他们积极地利用这个平台进行线上比赛和促销活动。《职总平价合作社》是本地家喻户晓的商家,而目前为止在Facebook上的新加坡用户已超过110万人次。选择大力运用社交网络促进与消费群的关系,并且加强商标信誉是最适当不过了。但是,许多企业都轻视了长远计划和持续性。通常都交由广告、公关或整合营销公司处理,但这只能是短暂之计。品牌和商家必须意识到数字策略应是一项内部政策。需要专门人士的照料才能够在一段延长的时间得到预期的成绩。 另外一间颇有远见的机构便是《星和电信》(Starhub Mobile)。在3间电信公司当中,只有《星和》勇于冒险跳上Twitter(@StarhubCares)这项微博(micro-blogging)服务。他们利用这平台与消费族群建立深远的关系,并同时为公司增添了多一条顾客关系管理频道(customer relationship management channel)。这允许他们在第一时间对于顾客的负面反馈做出直接的回应。也很有可能在长期内减少了危机处理所需的时间和柜台职员的负担。在某种程度上甚至能够为公司减少资源上的开支。但是根据经济报章,The Business Times近期关于Twitter的报道,《第一通信》(MobileOne)似乎对此平台仍心有余悸,目前正在观望状态。除了电信公司以外,有一些其它的企业非常适合运用类似Twitter这种微博平台与顾客直接对话。这包括了零售银行业,旅游业,科技产品等。只是目前还未发现有哪间本地银行愿意做出这样的尝试。 除了以上例子,还有一间值得一提的机构就是《HP惠普公司》。数字媒体在HP并不是一项短期营销手段而是完整地融入在他们的环球商业战略中,成为重要的公关策略之一。HP的每一条产品零售线都拥有自己专署的网络社交平台。各个产品线独自建立有用的线上人脉,透过这些直接管道收集民调,与消费者进行紧密的交流,在产品或营销运动推行时便能够事半功倍,有效地吸引影响者(influencer)的关注并且间接利用口碑行销(word-of-mouth marketing)手段将信息传播开来。其中,《HP改变世界》的企业社会责任(Corporate Social Responsibility)推广活动 是最突出的例子之一。HP展示了整个团体上下对于数字媒体拥有共同认识的重要性。介入社交网络,在数字空间占有一席之地并不是营销部门或公关部门单独承担的责任,而是全体同仁应有的共同努力和意识。 参与种种网络社区的交流,在我看来绝对是利多与弊。我们亚洲社会的商业文化相对较为保守,对许多新茂的科技与手段都更为谨慎。这并没有什么不好的。但当世界因为网络社群变得更整合,消费者的需要越来越高,企业必须不断地以光速求新求变才可能符合这新新人类的苛求。 数字媒体绝对不是一种潮流趋向。我们的日常生活和工作环境早已经和网络世界融为一体。所谓的现实与虚拟不再是两个空间,而是同时平行前进的一个大世界。但是更重要的是,企业必须要了解到无论是哪一个平台,无论是用什么方式,都必须是一个整合战略。根本无须分歧传统媒体和数字媒体的优异。因为这一个大环境里,需要双方的相辅相成才能够有效地将主要信息和项目宗旨进行到底。应从各角度去了解传播信息,而非过于重视一方而忽视了另一个平台的重要性。 回到根本,无论是什么管道,无论世界如何进化,人与人之间需要的是更多细心聆听和真诚对话。而社交网络提供给我们的恰好只是这回到人类基本的平台。 每一个正在蓬勃发展的机构都应将数字战略列入企划考量当中。这不再是短期减少部分营销开支的课题。这种环球趋势将会延续下去。若你不参与,你将会险遭淘汰。 [此文章仅代表作者个人的观点而非所任职机构。]

1 Billion People Die From Hunger.

1 Billion People Die From Hunger.

Flipping through the pages of headlines on the daily papers and walking through hundreds of food stores and boutique restaurants just makes me wonder. How much food are we taking in that could probably save a life or two somewhere else in this world? It’s not news that as a part of the world is fighting the problem of obesity, another part is dying of hunger. But does it takes a crisis as such to make us realise we are actually taking in more than we need? Everyone needs a…

We Are All Global Citizens.

We Are All Global Citizens.

One positive impact of the internet especially with the introduction of Social Media, is that the world has since become smaller. Not literally, but it has brought people together whom otherwise would have never known each other. That is also one of the main reason why I am a Social Media nutcase. Because it has opened my life to many more friends and opportunities. Some who have made it quite different. As such, we are no longer divided by our nationality. Today, we are all global citizens. We all live in…

Personal Branding in the Digital Age

Personal Branding in the Digital Age

My second article with Lianhe Zaobao was published on 17 May, 2009 without my knowledge. Luckily I manage to get a copy of it from my colleague. The article provides an overview and introduction of importance of Personal Branding and how it can potentially tap on digital media as a platform. What you read here is a brief take only, which a detailed account would probably not have adequate space on print as I would have wished. Here’s a brief translation of the article for your reading pleasure. Personal Branding…

Is Creative Success A True Success?

Is Creative Success A True Success?

My virgin marketing article on Lianhe Zaobao, zbWeekly on 3 May 2009. In case you hadn’t seen the ad prior to reading this article, you can view it on youtube. The article gives an overview on the success and failure of this campaign attempt. I have translated a copy in English for your reading pleasure.  Is Creative Success True Success? I believe everyone has already seen the ad, “The Funeral”, which was greatly hyped recently. The first time I saw it was on Facebook. When it touched on the words,…

Article on ZbWeekly

Article on ZbWeekly

My virgin article on marketing will be featured on zbWeekly, a sub-paper for Lianhe Zaobao on Sundays. The first article is entitled, “One perfect Funeral”, giving an overview of the latest MCYS ad, “The Funeral”. Why it works or don’t work and how the success or failure could be expanded further. It will be in mandarin. So if you can read Chinese, support me by getting your copy next Sunday! I will be uploading a scanned copy with translation here as well. Stay tuned!  

Coffee Time, Lianhe Zaobao, 16 March 2009

Coffee Time, Lianhe Zaobao, 16 March 2009

Attached is a copy of today’s Chinese papers with a small little feature on me and my interests. This is a forth nightly column that features people from different walks of life and talks a little about their favourite movies, books, food and ways of keeping fit. A brief translation : I first tried my hand at entrepreneurship at 21 years old where I started an European-styled cafe in Tanglin Mall. Thereafter, a second outlet was opened around the vicinity of China Square Central. After about 4 or 5 years,…

Give me a Job!

Give me a Job!

I was managing a booth for my client at Career 2009 almost the entire of last week. And in the past 4 days, I had been going through repeatedly in my mind how I should write this entry. There are indeed lots to say and a lot to reflect on our society and people.   Let’s began with the turnout of the event. It was an astounding success, there were more than 500,000 attendees throughout the 4-day exhibition, as reported by The Straits Times. It was the first time in…

Singapore to tap on New media for next General Elections

Singapore to tap on New media for next General Elections

In a recent interview with our PM Lee, he mentioned the party will be looking into exploring the power of new media with the coming General Elections. The article is copied in exact text below : New media for next GE THE Government will leverage on new media in the next General Election, Prime Minister Lee Hsien Loong has said. In an interview with Channel News Asia to be aired on Tuesday night, he noted the growing influence of the Internet on politics, citing the recent United States presidential election…

Why are Maps drawn North to South?

Why are Maps drawn North to South?

My Taiwanese friend gave me a question. And I returned her with a long answer. Question : Why are most maps drawn North to South and seldom South to North when from astronauts point of view, they usually see earth the opposite direction? My Answer : The reason why maps are drawn North to South is due to a tradition set forth by our forefathers. Although the Universe has no clear directions but humans need a navigation guide to set our compass right and put a reference to everything, hence the…