After spending 3 days in Kuala Lumpur and taking both their monorail and commuter rail system, it was great to see how they use DOOH screens on the latter:
- Communicate station information
- Tell you where you’re on your journey
- Show ads for local brands and events
- Tourist information: beware of pickpockets
Why Does It Matters
Understanding where there are gaps between your paid search campaigns (or any performance marketing: RTB or Display) and your website content is import for making sure you’re creating harmony between the two initiatives. Running campaigns for site content that doesn’t exist anymore or on the reverse, having site content that doesn’t have a campaign for a key service that your startup provides is a missed opportunity. A GAP analysis will also help you make sure you’re directing traffic to the appropriate page on your website and that page has the correct content.
How To Do It
Creating a basic GAP analysis is easier than it sounds. Once created, you’ll have a better understanding of where gaps between your site’s content and your PPC campaigns. You should do a GAP analysis report at least once a year, if not a couple times a year if you update your website frequently.
Having been in Singapore a few day’s now and gotten use to the oppressive heat. I decided to treat myself to a slurpee because I’ve not had one since Australia and who really needs an excuse to have one. Piggy-backing on the messenger app tread in my Bangkok post.
It seems that 7-Eleven is promoting their Line Messenger account on all the slurpee cups in Singapore. Across SouthEast Asia (and going for global domination), Line is the messenger app to beat. Unless you’re in China or Korea, in which case you use WeChat and Kakao Talk apps respectively.
I’ve been in Bangkok the last few days exploring Asia and sampling the food. Having taken the MRT (subway) a few times, I believe Bangkok’s transit system and WeChat have signed a sponsorship deal. A few of the trains are fully branded with WeChat and are pushing to raise the awareness of the messaging platform.
Having screen more than a handful of profiles on Grindr, it seems young people use Line Messenger or even Whats App and not WeChat, which has 70% of its user base in China. This is a bad case of marketing not doing their research. If young people are using Line, than you should be on Line and not WeChat.
This summer has seen a flurry of reports released about millennials and marketing to them: The Future of Mobility & What Matters Now: Digital Kids. Now on the heels of these two is one from a local agency about improving the banking industry: Designing the Smart Bank.
- 65% of Canadian retail banking customers view their relationship as transactional versus advice-driven.
- … 21% of respondents check their bank balance at least once a day and 55% do it at least once a week.
- 48% of millennials express an interest in real-time and forward-looking spending analysis
- 67% want their bank to provide tools and services which help them create and monitor budgets.
Another great report looking at the future of banks or how a new organization can creating a future designed bank.