Enterprise Development Grant (EDG) Cheat Sheet

In early July 2018, Google announced another significant change in it’s ranking algorithms – one of which will be of concern for many businesses hoping to rank their website in Google’s Search Engine Results Page. And this involves your site’s mobile page loading speed. Just early this March 2018, Google rolled out the mobile-first indexing which uses mobile version of web pages when it crawls, index and ranks them for mobile users.

This time, the focus goes deeper into the site speed, worrying advertisers and business owners all at the same time. Whether you’re in Singapore, Malaysia or any part of the world, this change will affect you the same.

If you own a smartphone or have any mode of access to the Internet, chances are you have a Facebook account. And so do billions worldwide! Last we checked Facebook has an average of 1.45 billion active daily users. Sounds insane?

For marketers, while those numbers mean for potential, they come with a downside: everybody wants their post to be seen, and there are a lot of posts (an estimated 4:1 ratio of posts to people, in fact). If you don’t already know, organic reaches have steadily gone down through the years although Facebook’s not acknowledging it.

Why this happens isn’t just because of the metaphorical mountain that is the 4-billion-posts-per-day-on-Facebook burying your own post – it’s also due to Facebook’s Newsfeed Algorithm, which filters posts and does quality control to ‘optimise the user experience’ by showing them what’s relevant and interesting to them.

That algorithm doesn’t necessarily help the marketers struggling to get their fan-base to see their recent posts, however – and the less engagement you get the less likely Facebook will let your posts be featured on people’s News Feeds.

Sounds scary, but there are ways to outsmart artificial intelligence:

Similarly, in these ads, the AI’s voiceover and the content were awkward and funny, which seems to hit the spot for some consumers.

While it is scary to imagine a world where even content is run by AI, it seems like there has been more and more research and development going in that direction.

Why did this ad appeal to so many audiences?

Currently, advertisements are proliferating our everyday space, and the only way for your ad to stand out is to find creative and relatable angles.

Likewise, the Burger King ad used a creative yet relatable idea of faulty AI content, which captured the attention of the masses.

Hence, the formula seems clear: the less brand sells the product, the more it will appeal to the general public. This is because such content is viewed as more sincere in their interactions with consumers.

If you are looking for a strategic content with a creative and relatable angle, approach a creative team that generates meaningful interactions with consumers.

Will AI become the new wave of digital advertisement content?

We don’t think so.

AI has successfully transformed digital marketing, such as data analytics and targeting/re-targeting various profiles based on interests and internet behaviour.

But when it comes to content, humans are superior in terms of creativity and empathy, which AI fails to replicate.

Even the content of the Burger King ad itself was created by the marketing team at Burger King, banking on the inability of AI to create content and humour.

Without creativity and empathy, AI is unable to replicate creative and relatable content as exemplified by the Burger King ad.

So how should I craft digital marketing content going forward?

While targeting helps to bring the message to the right people, the right content will find the right people on its own.

Be creative. Creativity will remain the key to content creation for a long time.

Creative content often becomes talking points in everyday conversations and media news and improves your brand visibility.

At the end of the day, you will need creative yet strategic content (link to our top 5 ad article) to achieve marketing goals in the digital age.

It is good to employ advanced technology. However, there’s nothing in this world that can replace good and effective advertising content built on creativity, not even AI.

If you need help in crafting a top-of-the-line advertising content, look for a digital team that is experienced in doing so.

With more than 50% of consumers preferring video content, a video marketing campaign has become the best selling tool and platform. If you hook your consumers within the first 5 seconds, you will get them to learn of your campaign.

To help brands create an effective video marketing campaign, here are 5 successful examples that are worth emulating:

The year 2018 has been a crazy ride for digital marketing all around, from Facebook being interrogated at Congress to data leaks at Google, there were no short of headlines.

However, there were also amazing happenings throughout this year, such as amazing digital marketing campaigns. As a professional digital marketing agency ourselves, it’s only fitting that we look at some of the best for this industry in 2018.

In no order of merit, starting off with…