Looking for an advertising agency in Singapore to manage your advertising campaigns? Struggling to advertise in Singapore and get higher returns for your business?
There are over 400,000 corporate entities in Singapore and at least 60% of them are owned and operated by sole proprietors. But the common issue most business owners face is not knowing which type of advertising works best in Singapore or for their business specifically. Therefore, to succeed in advertising, it would be wise to engage with advertising agencies in Singapore that know your business and deliver the results that you want.
Some common business goals that many owners may have for their advertising campaigns:
- Improve brand reputation
- Attract quality leads
- Increase sales of existing product/service
- Being unique from competitors
- Return of Investment (ROI)
Advertising can have a significant impact on your business. Finding a reputable digital marketing agency that knows what they’re doing is crucial to getting your business to further heights. Luckily, we’ve got a lot of useful information on advertising and digital marketing to educate you to understand how digital marketing agencies can help you achieve your business goals.
Type of Advertisements in Singapore
Before the concept of digital marketing came to be where marketing and advertising campaigns are done “online”, mass media relied on traditional means of advertising that is done “offline”. Generally, advertising can be differentiated into two categories: Offline vs. Online.
Offline Advertising
Otherwise known as traditional marketing strategies, to advertise offline means it does not require using the internet to reach mass audiences; Rather, it uses traditional means of media and can be useful, particularly to target non-tech-savvy audiences.
1) Broadcast
Believe it or not; advertising on broadcast channels like TV and radio can be very effective in Asia. Prior to digital marketing, the leading source of consumer media consumption in Singapore was through broadcasting channels and has been proven to be one of the most trusted advertising solutions that business owners use to reach the mass audience.
FUN FACT!: The average Singaporean watches television at least 5 days a week and over 90% of adults listen to the radio frequently!
However, advertising on these platforms in Singapore can be pretty costly and does not guarantee that you’ll reach your target audience. If your target audience consists of individuals who use mobile media to surf the internet, advertising on broadcasting channels may not be the best option for your business.
2) Print
Remember the days where we would read newspapers as our daily source of information? Before the Internet age, print advertising was very popular as people relied on reading newspapers or magazines for information and entertainment. In fact, it is still considered relevant, especially among older Singaporeans who may not be tech-savvy.
Contrary to popular belief, print advertising has evolved to adapt to the current digital world. This has detrimental effects in the print advertising industry though – Even though statistics have shown that 35% of adults in Singapore love reading newspapers and magazines, the number is expected to fall by 2.1 per cent per annum. To make up for this fall, many print agencies are moving on to publish similar content online, where many Singaporeans receive their information nowadays.
3) Out Of Home Advertising
Remember subconsciously seeing advertisements on billboards at bus stations and exteriors of buses and taxis? Those are what out of home advertising essentially is.
Outdoor advertising has a high amount of exposure in Singapore as they are strategically placed in high traffic locations. The trick is to place it where it is obvious and visible to your target audiences. As compared to broadcast advertising, outdoor advertising gives exposure to the public 24 hours a day and is generally less costly.
However, it can be combined with print and broadcast advertising forms to further increase lead generation and conversions for your ad campaign. Do note that outdoor advertising has different rules and regulations in different countries, so follow the one in Singapore and you’re good to go.
Online Advertising
Also known as digital marketing, it is the most common form of advertising we see today and can take in many forms, such as event marketing, content marketing, email marketing, social media marketing and more. Compared to traditional marketing, digital marketing makes it easier to reach out to your target audience and makes sure that you’re not wasting your money, time and effort to appeal to people who aren’t interested in your product or service.
Depending on your marketing strategy, there are many options to consider. Here are some suggestions that digital marketing can help:
1) YouTube Advertising
It’s out with the old and in with the new; with the rise in digital advertising, YouTube is currently the world’s second-largest search engine and the third most visited site after Google and Facebook. With an average of 300 hours of video being uploaded on YouTube every minute, YouTube is one of the best platforms to invest in advertising if you’re considering video marketing in Singapore.
Everyone watches YouTube for video content: the consumer demand for information and entertainment is endless. In fact, 81% of digital marketing experts found that video ads attract more customers than wordy ads!
As a beginner’s start, there are two forms of YouTube ads that you should know about; Bumper video ads and TrueView video ads.
- Bumper ads are 6 seconds long and unskippable. They are great for brand awareness and displaying your Unique Selling Point (USP) to targeted demographics. Bumper ads operate on a Cost-Per-Thousand impression (CPM) basis that is on average of $7.50 USD to reach 1,000 people.
- TrueView ads are usually more than 30 seconds and are skippable after 5 seconds. They are great for increasing engagement and getting viewers to take action within the short time frame. It operates a Cost-Per-View (CPV) basis which means you only pay when someone watches your video for at least 30 seconds or clicks on your ad. This means that advertising budgets will be well spent on interested customers and increase the potential of higher returns.
Furthermore, by running YouTube ads, business owners can run retargeting ads to viewers who have clicked on your ad but have yet to do a conversion. This prompts users to take further action if they did not the first time; for instance, viewers who visited your site but did not fill up a form or do a purchase.
YouTube advertising gives real-time insights on the performance of your campaign so that businesses can analyse and optimise to meet marketing end goals. When you create video ads that can appeal to your target audience, you’ll gain more customers and meet your sales targets, at the same time being different from your competition.
2) Facebook Advertising
Another good platform for social media marketing, Facebook is the most popular social media site with over 2.3 billion users.
In Singapore, Facebook users currently amount to over 4.8 million users (2020) and statistics show that it is projected to reach 5.1 million by 2025. The graph below shows the projected number from 2017 to 2025.
Source: Statista
With everyone on the social media site, it’s no wonder that Facebook advertising can have a massive influence on consumer purchase decisions online and driving sales. Facebook provides various advertising options that you can use in your marketing campaign to meet certain marketing goals for your business. Whether it is to generate leads, increase conversion rates and engagement or driving up sales, Facebook is a great platform to explore for digital marketing and is super friendly on your budget too!
The table below shows the average cost-per-click but it mostly depends on your brand strategy.
Source: MediaOne
As you can see, Facebook ads do not cost you as much as traditional advertising would. Not only is it effective in generating leads and driving sales, but it also provides real-time data analytics that you can use to optimise and improve on your next marketing campaign.
3) Google Advertising
Known as the world’s largest search engine, Google works by linking searches to ads based on relevant keywords. On average, there are 5.6 billion searches on Google per day across the globe. When identifying keywords for your ads, test out words relating to your product or service. For example, a business owner of a custom sunglasses store in Singapore may want to use keywords like “personalised sunglasses” or “sunglasses Singapore” in their Google ads strategy.
Google is also the world’s largest network in terms of display advertising. According to Net Market Share, Google owns about 69.65% of the search market (2020) as shown in the table below.
Google ads cost on average $1 to $2 per click for ads placed on the search network. For display networks, the average cost per click is under $1.
To understand how Google Ads work, business owners will have to bid for certain search terms and keywords. When they win the bid, Google then places their ads at the top of the search engine results page (SERP), on YouTube videos or other relevant websites.
You’re probably wondering: how do I know which keywords to use then?
Digital marketers use useful tools such as Google Keyword Planner to find relevant keywords and have access to search volume and forecast data. By searching for a few relevant keywords or phrases related to your business, Google then provides keyword suggestions obtained by data analytics such as average monthly searches, competition, top of page bids (low range and high range).
Knowing these keywords are also exceptionally helpful in search engine optimization (SEO). Google Keyword Planner helps you save time on research by using these research data that help identify what’s relevant to your business; incorporating SEO in your brand strategy while carrying out your marketing campaigns can also help save money – you don’t need to spend more money on ads if you’re already ranking on the first page of Google!
Tip: Use long-tail keywords with more than two words as they are more specific, have lesser competition and are more likely to link to your ads.
4) Instagram Advertising
Known as one of the fastest-growing social media platforms, Instagram is all about community engagement and connection. As of 2020, it has over 1 billion active monthly users where 75% of them take action after being inspired by an Instagram post such as clicking on a link to visit a website, searching, shopping or sharing it with a friend. Many business owners see this as a great opportunity to expand their digital marketing efforts by advertising on Instagram to increase engagement with their target audience.
Instagram advertising lets you set your campaign objectives as the first step to a successful advertising campaign, just like Facebook. Hence, it is important for businesses to know their marketing and advertising objectives. Here is the list of campaign objectives Instagram provides:
Owners that choose to advertise their business on Instagram can choose any ad formats from photo ads, video ads, carousel ads, slideshow ads and stories ads for their Instagram marketing and advertising campaign. The good thing about advertising on Instagram is that it’s equally as inexpensive as advertising on Facebook; the flexibility offered to you by Instagram allows you to try different ad formats to discover what best suits your business and optimize your advertising strategy and SEO efforts accordingly to achieve maximum success in growing your business. What makes Instagram distinct from Facebook though, is its influencer marketing strategy.
Influencer marketing
Influencer marketing is a new strategy for businesses to reach their target audience in a more genuine way on Instagram. Influencers build relationships with their followers and it does not seem like they are selling directly to consumers. Influencer marketing is usually used to increase brand awareness or amplify your marketing message. The image below shows the type of influencer marketing you can engage suitable influencers for.
Source: Digital Authority
Before deciding which influencers to work with, businesses can request to get more insights on influencers’ current Instagram statistics to see their engagement levels and followers demographics. This helps to match your business mission with influencers’ content. However, only influencers who have a link to a business account are able to track these data. Statistics can be found under “Insights” on Instagram.
Source: Instagram
Benefits of Letting a Digital Marketing Agency Take Over Your Digital Marketing Campaign in Singapore
Now that you know the types of advertising available out there, it’s pretty safe to say that digital marketing provides more advantages compared to traditional marketing, especially if you want your business to stay digitally relevant in this day and age. Plus, it is very likely that you’ll be able to reach out to your target audience more effectively through digital marketing!
Digital marketing requires a lot of market research to be done in order to know what works and what doesn’t work for your business. If you’re an entrepreneur who is unfamiliar with the world of digital marketing, hiring advertising agencies in Singapore who is experienced in digital marketing to oversee the whole marketing process for you will make it easier for you and allows more time and room for you to focus on other aspects of your business.
Higher Engagement Rates
If you’ve been trying to do what your competitors are doing but have yet to see satisfying results, chances are that you’re probably doing it wrong.
What makes digital marketing interactive is the constant need to stay connected and engaging with your target audience. Marketing on the internet is all about interaction. Digital marketers from advertising agencies will conduct marketing research on your competitors and create a brand strategy that sells your unique selling point to your target audience. Posting highly engaging content such as product videos have the potential to become viral and can help with increasing brand awareness.
Reduce Costs When The Experts Handle It For You
As mentioned earlier, the tendency to spend more on advertising is higher when you’re unable to determine what’s wrong with your advertising campaign.
An experienced digital marketing team will be able to help you determine what factors are missing in your marketing campaign and rectify any existing problems or issues promptly without overspending your budget. Do not live with the notion that spending more helps your business rise up to the level of big businesses with a bigger advertising budget – that’s absolutely not true at all!
Different types of advertising work differently for different types of businesses. Marketing agencies will be able to help you determine what best suits your business and help you reduce costs so that you have more money to spend on other aspects and achieve the ideal marketing results that you want at the same time.
Precise Analysis of Data Analytics
The world of graphs, charts and numbers are not for everyone, and we absolutely agree! Even if it were, many business owners in Singapore simply do not have the time to analyse their marketing campaigns.
Engaging with a digital marketing team from advertising agencies in Singapore will help take that burden off your shoulders and provide more opportunities to focus on your business. With advanced marketing technology, digital marketers are able to analyse the metrics of marketing campaigns and see what aspects can be optimized for better reach and engagement.
A digital marketing agency that specialises in your kind of business can manage and oversee the whole campaign process, and provide useful suggestions that can help increase website traffic and meet other business goals based on data analytics. Such suggestions can include web development, making changes to your website address and web design to make it more mobile-friendly, etc.
Increase your brand reputation with a digital marketing agency in Singapore
Tracking the performance of your marketing and advertising campaigns should be one of your priorities to know what’s working and what’s not, and keep up with current trends to reach your goal of increasing brand reputation. We understand that it’s definitely not an option, especially when you’re just starting out with digital marketing and are still unfamiliar with how it functions.
Not to worry though, all you need to do is leave all the hard work of analysing and strategizing to advertising agencies in Singapore that are highly experienced in managing digital marketing campaigns, like HyperFame Digital!
HyperFame Digital is an elite performance marketing agency that primarily focuses on inbound marketing where our services help our clients achieve their business goals that can range from generating new leads, increasing brand awareness, producing videos, or increasing sales. From brand monitoring to analysing research data and search engine optimization, we do it all for you.
Our team of highly experienced digital marketers work alongside our clients to find growth solutions and result-driven strategies that deliver only the best results from their marketing campaigns. Our company has helped clients achieve boosts in revenue of up to 300% in ROI too; just check out our case studies! If you’re ready to take the next step in growing your business with digital marketing, get in touch with us and we’ll get back to you soon!
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