Businesses shift gears to social media platform for marketing strategy

53% of Singaporean marketers use social media for brand communications.

As consumer behaviour and people become more connected via digital channels, social media monitoring has overtaken more traditional metrics for marketing strategy.

According to TNS's Marketing Monitor study, noted that among the people who use internet, 96% use social networks, making it easy for businesses to target potential consumers.

Gone are the days when businesses only rely on market share data and information from media agencies. Now, marketers use social platforms such as Facebook, Instagram, and Twitter to monitor and evaluate their campaigns and marketing activity.

"This mass adoption of social provides marketers with an array of sources when it comes to developing strategies and evaluating the effectiveness of their marketing activity. As the digital ecosystem evolves, we will continue to identify new ways to build insights," TNS Digital Director Zoë Lawrence said.

While majority of marketers use social media channels for brand communications, a huge chunk also utilize the said platforms for customer service, sales channel, providing insights to inform product development, amplifying other marketing activity and mining for customer intelligence.

The study also reported that social media plays a big role in e-commerce strategy, as 42% of the businesses use social media in their advertising and 32% utilize social media buy buttons.

The results of the study follows the trend observed in the whole of Asia Pacific region, where 92% of wired consumers access social media.