As a group born after 1995, they have been living in a digital world since their childhood, and their sophisticated use of electronic devices has brought about a huge difference in their lifestyles compared with the previous generations: they no longer check their email, get used to shopping online while ignoring offline business.

Why do they matter?

Although some brands suspect that Gen Z are too young to be recognised, this group of young people could keep affecting global marketing multifariously.

Industries from finance, culture, technology and economy are impacted by their influence.

As digital natives, they quickly connect and learn about the world at lightning speed, which means that they are shrewd enough to be attuned to marketing strategies and brand initiatives.

Gen Z is generally not a bookworm generation and they crave fresh and fun experiences.

Statistics show that in 2020, 40 percent of all customers are formed by Generation Z.

Even though most of them are not yet financially independent, Generation Z has become an important part of the consumer base. And when they start their career, their purchasing power will be further enhanced. Therefore, learning how to market to Generation Z is an integral part for all brands right now.

How should you go about it?

1. Show Clear Values & Mission

Generation Z has grown up with mobile devices, the Internet and social media, these digital natives tend to favour brands that have clear values and are more inclusive.

They believe that brand values somehow reflect their own values and will express their recognition of values through buying the brand’s product. Some open values are tend to be popular among the generation, such as the support to LGBT groups, the racial diversity of society and the social responsibilities taken by the brands.

They are a group of people who believe brands has a role to improve society and will only pay for the company they consider ethical.

2. Diversify your sales funnel to accommodate the rising of social media channels

Generation Z often feels confident about buying a desirable product after seeing it on social media.

Many of Generation Z use social media as a place to gather information before going for actual shopping. You need to make sure that your enterprise’s social account pages provide enough purchase information so that visitors can find the link to your site directly from your social media account and making the purchase on your website, They can even go through the purchasing process without even leaving their phones.

It is also important for you to build strong connections with Gen Z, simply by frequent interactions with them via social media. Brands gain approval by replying the questions and feedback from them.

76% of teenagers frequently search reviews or feedback of a products they want and compare them each other. What a brand should do is to build, reply and answer their reviews and questions – generally, be there to hear them and be heard.

3. Be Transparent & Accountable

Being transparent and accountable is something a company must obey at all times, especially when dealing with Generation Z.

Given their familiarity with the Internet, they can easily browse your brand’s website and social media accounts before shopping, and read other viewer’s comments about your brand, via social media.

When choosing their preferred brand, the trust in the brand is usually the most important other than price of the product. A sudden drop in sales of a brand is often because Generation Z believes that they have not adhered to the standards they have always expressed and thus the brand’s value is no longer resonating with them.

4. Sell experiences, not products

Generation Z will not be impressed by hardcore advertising, and their extensive Internet experience makes them immune to direct marketing campaigns.

They don’t need to know why your product is great, they want to know how it benefits them, specifically, what they experience when using this product.

Picture this: every time you buy a product, one quarter is for the product itself, and the other three quarters is for the intangible feeling and unique experience using the product.

The post Gen Z Marketing Strategies and Why They Matter appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

Choosing an interesting and catchy name for your profile is important. Some companies use an alias rather than the company’s name in order to appeal to different audiences. As Instagram’s user base tends to be mostly young adults or youths who use Instagram for personal reasons, choosing names that resonate with this demographic profile is important to be appealing.

Using a relevant yet aesthetic profile photo is also essential. Choose something that is easily visible in the small circular space that Instagram gives for your profile photo. This is the perfect place for your company logo or at least the logo by which you want to be associated with on Instagram.

Great Eastern [see below] is an example of a company that has changed its image to fit on Instagram’s virtual space. By going by an alias with a different logo, it gives the company a very different vibe from its traditional image of a financial service provider. “Life Inc.” gives the impression of being a “life companion” to its clients and its choice of category as “community” makes the company appear less transactional and more caring. The profile photo is much plainer and simpler than the red lion of Great Eastern but its minimalist yet modern design may appeal to millennials and Gen Z users who form the bulk of Instagram’s users.

The post Insider Tips to Market Your Brand on Instagram appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

Apple is a great example for companies keen on enhancing and harmonising design across all elements of their production process from product and packaging to office and retail space ‒ even their whole eco-system of apps and services. Apple’s strategy has always been to immerse its users in a ‘different’ world, and its success at this was no doubt without design genius. Apple’s former CEO and co-founder Steve Jobs was always known to be a design-Nazi ‒ he was always particular about the appearance of a product at all levels and not just about its function. Apple’s intuitive designs and user interfaces are perhaps what set it apart from other computer manufacturing firms like Microsoft, IBM and Xerox in its early days which were mainly focussed on enhancing function in their products and services.

Consistency is important in branding. A company that is consistent on all fronts appears more trustworthy regarding its expressed mission and values. If your company does blogging, ensuring that all your blog posts are aesthetic is important. A dull/unthoughtfully designed post gives the impression that you are just putting out posts for the sake of search-engine-optimisation and to appear knowledgeable in your field. Prospective clients might be turned off just because of this because it shows a lack of consistency and sincerity.

Appearing professional starts before a meeting with clients. A well-designed webpage with a suitable colour palette and proficient use of a language medium is highly important in getting potential customers to take you seriously. It communicates that you are well-established and that those in charge have a certain level of education or experience in the geographical region which you are attempting to reach.

The post Here’s Why Holistic Branding Works appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

Telegram has reached 400 million active users in April 2020 since its launch in 2013. With a buffet of “bots” which allow functions such as group polls, quizzes, and interactive menus to be incorporated in group chats amidst others, Telegram has become a highly popular messaging platform for personal use due to its interactive nature and limitless cloud storage of messages and attachments.

Broadcasting messages on Telegram’s channels function to subscribers is a promising way for marketers to reach a massive amount of users as there is no limit to the number of subscribers a channel can have. Channel owners get to see the number of viewers who have seen their posts, making it easy for marketers to see how many users open their channel over a period of time. Provided they send out interesting and relevant content, marketers can use this absolutely free-to-use platform to reach countless individuals who subscribe to their channels. Posting quality content rather than frequent low-quality content is more advantageous as there is no kills the interest of readers more than frequent, irrelevant content. A single Telegram account can host up to 10 channels so that means 10 different ways to organise your content to different audiences!

Also, channel posts can now be commented on, allowing viewers to ask questions and marketers to answer their queries. Encouraging questions could be an excellent way of engaging with and keeping your audience interested in posts and could help in finding gaps in your advertising via the questions asked. Use these together with polls and quizzes and you’ll have a potent mix of tools by which you can interact with your audience! If you want even more reach, consider paying other channel owners to host your content as well.

Getting people to subscribe to your channel can be aided easily if you are willing to spend money. Partnering with popular food and retail outlets to offer seasonal discounts for subscribers is a sure way to boost public awareness of one’s brand in the short term. However, keeping your audience will depend on the content you continue to put out after that and the kind of audience you want to keep. It would be better to set up multiple channels with different types of content rather than trying to reach many different audience groups with a single channel.

So if you’re thinking of ways to market food deals, clothing discounts and suchlike, Telegram might just be the platform for you to consider. But if you’re thinking of avenues to market big-ticket or long-term items that people would not be seeking constant exposure to like cars, property, and savings and insurance plans, Telegram might not be the most suitable for your purposes. You are probably better off with more traditional forms of advertising like television and internet ads.

The post Here’s Why You Should Consider Telegram Marketing appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

Relevance is key when it comes to successful digital marketing. Increasing your marketing relevance to your audience can include using data from market research to find the best messages to send to individual customers or subgroups of customers (at the right time on the right platform). Having sufficient data is useful in customisation. Amazon uses the data it collects to effectively recommend items to customers such as on the “frequently bought together” or “customers who bought this item also bought” suggestion lists. Investing in systems that can aggregate, analyze and organise data efficiently could be what you need to enhance your ability to effectively target customers.

Marketing in the digital age will require extensive use of data and technology. Hiring the right people is important as having a team that is able to work fluidly across data handling and marketing will be very helpful for digital marketing success. Find people who can relate algorithms and statistics to the rest of the organisation in terms of business goals. It is no wonder that computer science graduates are in such hot demand, but business analysts are also needed to convert the code and number crunching into understandable terms for business decisions.

However, keep in mind not to violate data protection laws. Giving customers the decision on what kind of information they want to share with your company and any associated businesses is ethical and necessary to uphold a trustworthy image. You could also assure your customers that their data is not being resold to any other companies.

The post Reach Your Target Audience with These Personalised Digital Marketing Strategies appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

1. Create a Mother’s Day Package

Drop a lovely box of Mother’s Day gifts to parenting influencers who will share your products with their followers and drum up engagement for your brand. Choose influencers wisely – there are thousands of influencers and microinfluencers out there but which will give you the best brand awareness? Whether it is food, lifestyle, fashion or design, make sure that the influencer is aligned with your brand values and can carry your products authentically.

2. Add Product Recommendations

Whether personalised, generic or category-specific, product recommendations remind your customers what your brand can offer them. They may wind up with some surprising finds that they will add to their list of must-haves. Optimise product recommendations using search engines and digital marketing to maximise your reach with the right target audience.

3. Hold Flash-y Online Mother’s Day Sales

Ecommerce stores should consider saving a few promotionsf or the actual weekend of Mother’s Day. Flash sales or one-day only events could be the motivator for procrastinators to whip out their credit cards and make that purchase for Mum. With so many promotions and products available, choosing to go simple may be a surprising and refreshing tactic. Offer a free greeting card for customers to pen down their appreciation for mum – the simplest yet most profound way of showing love this Mother’s Day.

4. Give Customers the Choice to Opt-Out

By offering an opportunity for shoppers to opt-out of marketing messages related to the holiday, you make them feel understood and gain some insight into their preferences for future marketing campaigns. Customers will be refreshed by your brand’s empathy in this world of hard-sell, relentless marketing.

The post Nurture Brand Awareness This Mother’s Day appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

The sacrifices, strengths and steadfastness demonstrated by the women around us never fail to inspire. And this month, we shine the spotlight on them.

In the fast-paced and dynamic marketing industry where agility, versatility and astuteness are demanded at every moment, our lady bosses, working mums and women warriors are constantly pursuing excellence. Despite work life bleeding into private lives with work-from-home arrangements, the demands of child-rearing and a million things vying for attention at once, they remain pillars of strength that uplift and steer the company in the right direction.

ENCE Marketing Group is a big advocate for having women in management and giving them a stake in leadership. Boosting women leaders is part of the company’s practice and giving them opportunities to rise in the industry is an everyday occurrence. With a strong support network where women support women, the whole team moves forward seamlessly.  

With International Women’s Day this month and Mother’s Day coming up in May, we give you 3 ideas to show appreciation for the women in your life. Whether they are your bosses, female colleagues, mothers, aunts, sisters, cousins or your partner, these gift ideas will certainly make them feel special!

1. Send Her Flowers Using the Speediest Gifting Platform

Does she deserve your appreciation IMMEDIATELY? It’s possible with Ferns N Petals’ Same Day Delivery, 1-Hour Delivery, Midnight Delivery, Morning Delivery and Fixed Time Delivery that ensures that your thoughts and well-wishes are communicated anytime.

Corporate clients are afforded an even higher level of service, with a dedicated customer service officer just a phone call away to help with corporate gifting initiatives. The customer service officer will carefully consider the requirements given and come up with proposals after which the chosen items will be dispatched.

Choose from an ample array of thoughtful presents and personalised gifts to express your appreciation to the women in your life at www.fnp.sg and read more about them here.

2. Treat Her to Delicious and Guilt-Free Taiwanese Fruit Tea with Hot and Cold Options

Office ladies, working mums and stay-home-mums can be a busy bunch. A delicious pick-me-up during the day would be welcome treat and Yifang Taiwan Fruit Tea offers just that. The brand is even inspired by a female figure. How apt to celebrate International Women’s Day

The story of Yifang Taiwan Fruit Tea began in the kitchen. Married to a young farmer who toiled in the pineapple plantation to earn a livelihood, the founder’s grandmother, Yifang, decided to make him a refreshing pineapple drink using overripe pineapples which she braised into homemade jam. More than three generations later, her legacy lives on in more than 1,500 outlets in countries such as the United States, Europe, Australia, New Zealand, Japan, China, Hong Kong, Dubai and the South East Asian region.

Fresh fruits are made into jam with no artificial flavourings or concentrated juice added, preserving their natural taste without any additives.  For that added touch of sweetness, golden crystals of natural cane sugar are infused into the mix for a pleasant aftertaste that is not cloying like sucrose and fructose.

The Yifang Fruit Tea is a cup of premium mountain tea mixed with delicious pineapple jam, tangy passionfruit, and zesty lemon, apple and orange slices. For time-strapped office workers hungry for a filling guzzle instead of a post-lunch quencher, the lavender-hued Taro Latte with its freshly-mashed taro paired with fresh milk is a satisfying beverage. Drinks such as Ginger Lemon Tea, Longan & Jujube Tea and Pearl Ginger Black Tea Latte are served warm and are certainly Ah Ma-approved!

Drop by Yifang Taiwan Fruit Tea outlets at Shell Sengkang, Shell Bukit Batok Nature Park or Canberra Plaza to pick up drinks in the heartlands, or sip on fruit tea in town when you head to Change Alley Mall or Orchard Central. Follow them at www.facebook.com/yifangtea.sg and www.instagram.com/yifangtea.sg for latest drink promotions!

3. Go Beyond For Her With Stylish Wireless Earbuds

Complement the women in your life this International Women’s Day. Planet Beyond’s latest range of sophisticated, wearable technology fuses style with technology

Planet Beyond’s expansion into Asia introduces its unique concept to the market with the PBX01 Earphone and the PB02 Powerpack, both of which are sophisticated devices of the highest quality and performance.

Additionally, its aesthetic styling has been purposefully crafted to exude elegance and refinement. A wide array of decorative attachments for the earbuds (SGD108) can be added for an additional personal flair. These come in 4 whimsical designs of shooting stars, constellation, leaves and supernova, made to stand out in either gold, silver or rose. Taking inspiration from nature and the cosmos, delicate embellishments in the shape of constellations and leaves can be chosen from a range of designs.

These enhancements can then be paired with the PBX01 earphone as a statement of individuality and personal style. The delicate Leaves Décor folds across the ridge of the ear and extends from the PBX01 in an unabashed testament to conservation; like a cascade of autumn leaves unfurled upon a golden branch. The Supernova Décor is festive and exuberant, dazzling with the radiance of a thousand suns, leaving a lasting impression in its wake. Staying the course with its concept of cosmic proportions, the Shooting Star Décor takes on a decidedly quixotical twist. It is a playful design that is dynamic and evokes the wonder and awe of the celestial spectacle. Completing the collection, the Constellation Décor takes its muse from the multitude of lights that adorn the night sky. Just as the twinkling stars are cast across the heavens and into the depths of twilight, this piece emblazons the PBX01 in the majesty of the constellations.

 Enter another world when you find out more about Planet beyond here.

The post Celebrating Our Lady Bosses, Working Mums and Women Warriors! appeared first on Marketing Company Singapore | Branding & Advertising Agency |ENCE.

Tactics that have worked well recently often cease to work after a short period of time; a tactic against one competitor can also fail against another. Because the best marketing strategies are constantly changing, you will inevitably make some choices in your marketing strategy that are not the best for your business.

Here are some common marketing mistakes to avoid:

1. Only considering macro-influencers

In recent years, influencer marketing that is based on social media has been growing rapidly in the marketing field.

In a recent survey done by eMarketer, more than 80 percent of marketers say they plan to launch an influencer marketing program within the next 12 months.

However, like many new concepts in business, influencer marketing can easily get caught up in the hype.

When choosing influencers for campaigns, it is not necessary to spend a large budget to match those influencers with millions of followers. Instead, it is wiser to spend the budget on a wider range of influencers, as your brand may resonate more with micro-influencers. Although each of them has lesser impact, by doing that, your business can reach a wider audience across the web more effectively in an organic way. And of course, all of these decisions should be made based on your own experience and data.

Read more tips about influencer marketing here to help your business grow.

2. Hiring In-House

 You might consider hiring an in-house marketing team for your own business. However, the benefits of having your own marketing team are likely to be overshadowed by the increased costs, both tangible and intangible.

Conversely, if you hire an inexperienced marketing team or ask people from another department to do the marketing in order to save costs, your marketing will probably yield any returns and cost you both time and money.

This is why many small and mid-sized companies opt for outsourcing solutions to get strong marketing support without the cost of hiring a professional team. In some cases, renting a marketing team is also a cost-effective option.

You need to communicate effectively with the outsourcing team to get them to achieve what you want. These are the experts in this complex field who make business decisions based on their expertise and practical experience. Working and communicating well with them and guarantee successful marketing campaigns!

3. Lack of Reliable Tracking

Experian conducted a survey that found that the average company lost up to twelve percent of its annual revenue to misinterpreting or relying on inaccurate data.

Companies often fail to properly aggregate consumer data, or the information they collect is so fragmented that it is difficult for them to find any opportunity to take meaningful action, and they lose money on consumer data as a result.

While you may easily ignore an information system upgrade, your company will also be in great trouble because of the unreliable data collected.

Having up-to-date collection systems and data is critical, and no matter what data analytics service you choose, remember to evaluate any data. From looking at the data analytics tab to seeing who constitutes your core audience, keeping an eye on your analytics will ensure you make the most informed decision.

4. Tone-deaf Marketing

Both large multinationals and small companies need to target their marketing content precisely to sensitive target markets, especially on social media platforms.

For example, many businesses are now looking to open up, but even when the right tone of optimism and excitement has been found, people are still afraid to go out and show up in the crowd because of the deadly virus.

To tackle these issues, businesses should address their potential customers’ real concerns by posting messages and sharing the actions they are taking to ensure the safety of their employees and customers.

When a brand launches an inappropriate advertisement, the brand is often scrutinised under public attention and blamed, losing its market in both short and long run. So it is important for brands and distributors to stay abreast of what’s happening around the world and think carefully about how to respond.

5. Not Creating Evergreen Content

The rapid growth of the digital world has led many entrepreneurs to misunderstand content creation where they hurry to create immediate content rather than creating content with overall value.

The more valuable the content you create, the more likely visitors will take the time to read it, comment on it and share it.

If your content is evergreen, that means it will remain relevant for a long time, and therefore have more opportunities to attract potential customers and sales to your business.

Articles that chase short-term fads will only attract traffic for a short period of time, after which you’ll be back in the hunt for popular topics. Instead, evergreen content gives you evergreen engagement!

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