We Optimise has a lot of experience across multiple sectors when it comes to marketing in the UK and Singapore, and we love how different they are! Embracing their differences reminds us that not one size fits all and you need to adapt to the culture, audience and their buying habits to get the returns you’re seeking. Below is a basic overview of the differences.
Artwork
This is where a biggest difference lies. The UK resonates well with slick, clean approaches whereas the Singaporean market loves a bold, colourful look. We use a full colour palette in Singapore, leaning into more of a busy design. This is brilliant as it can include all the information needed and get the message across quickly.
In the UK we keep to key words and messaging on the artwork, enticing people to visit the website or scan the QR code to find out more. The UK has very much leaned into the “Clean Girl Aesthetics” in everyday life, after all fashion and marketing very much go hand in hand. Both need to be visually appealing with minimal colour and branding.
Operating System
Even though in both markets Android is the preferred system the balance is different. In the UK it’s close to a 50/50 split between Android and iOS, whereas in Singapore Android holds over 67% of the market while iOS only has 31%. This means we must ensure that once we have the leads in the funnel, the application process works equally well for all devices. We have worked with clients to integrate their application software, so it is optimised specifically for both systems rather than having a generic “mobile” platform.
Knowing this information allows us to dive deeper into the data and we have previously seen applications not converting due to the system they were using. We were able to work with the client to rectify this issue, allowing the marketing to be more successful. If you understand the platforms your users are using, then you can see why people might not be continuing down the funnel or aren’t completing their application. You could easily be missing out on potential candidates in your recruitment campaigns because the application process isn’t working properly on one system and be fine on the other.
Out Of Home
In both countries out of home media does have its place, however, the UK market resonates better with the more traditional media while Singapore has technology at the forefront. This means if you are running OOH in Singapore, it’s best to make it digital or something they can hold, and you need to make sure they can interact with it instinctively and quickly. This could include video on digital billboards, leaflets or even games on touch screen displays. You need to entice the audience, if they don’t convert straight away, at least give them a reason to talk about your brand.
The UK likes large format print media, something that catches the eye quickly but then later they will search for your brand and convert that way. These can include bus and bus stop advertising, motorway billboards and stadium sponsorships. The bigger the better does ring true on this occasion, but don’t worry you don’t need to splash out for Piccadilly Circus… All the time.
Marketing Overview
However, both countries resonate well with multiple marketing touch points and like a complete marketing circle when it comes to recruitment, so OOH is still something that should be focused on.
It’s important to keep up with all new technology in every market but also explore and confirm the common types of human interactions with that technology, so you get the best, most effective blend of tech and user experience.
Looking for ways to improve your campaigns but need to be guided? Contact us today or fill in this form for a FREE recruitment marketing audit.
