A marketing guru crossing from analogue and digital helped enlighten our class.

Mr. Chee Yue, the director of XYZ Wave Private Limited, shared in-depth industry insights with COMM 346.
Mr. Chee Yue is the trusted partner of agencies, brands and MNCs in Asia, charting and navigating the digital transformation of their business, marketing and customer engagement since 2000 with the last five years focusing on technological innovation and the adoption of emerging technologies.
He shared how marketing and PR has transformed messages and formats in the digital era, with the focus on interactivity and value propositions of the brand, based on his more than 20 years of experience as a marketing expert.
Thank you, Mr. Chee Yue!

Are influencers a dying medium?

I came across this interesting opinion piece on influencers, which was inspired by the controversial wedding of influencer Melissa Koh. I found it to be quite thought provoking and relevant to what we recently discussed in class, and it’s definitely worth a read.

It’s quite a long piece, so for those of you who are time poor, here’s the TL;DR:

  • Many brands believe that the use of influencers are equivalent to word-of-mouth, and that consumers will blindly believe what is said
  • Authenticity and transparency are two factors which should be highly prized by brands and consumers alike, however, sometimes brands fail to see this
  • There are guidelines by the Advertising Standards Authority of Singapore, in aims to increase transparency, and in turn, authenticity; However, these are not being adhered to
  • Engagement in the long-run is built on trust and transparency
  • Brands should evaluate which influencers they work with carefully

All that being said, in the end it’s up for consumers to ultimately decide – after all we have the power.

giphy

What do you think? Is it time to say goodbye to influencers?