Social media remains local marketers’ preferred marketing medium for the Formula 1 Singapore Grand Prix, while 50 per cent agree the globally-significant event is the most important experience brands should be tapping into each year, according to insights by font.
In fact, the event is so popular that employers had better be prepared for a slight productivity dip following the F1, as marketers plan to have a few big nights this weekend.
As the industry shifts towards a more integrated approach to marketing, local professionals are keen to devote more effort in digital platforms, such as social media,with 69 per cent seeing this avenue as the most important. In comparison, 48 per cent see print and online news media as their preferred marketing channel for F1, with broadcast media and online advertising tailing closely behind at 47 per cent and 45 per cent respectively.
Singapore marketers testified to the effectiveness of leveraging the Singapore Grand Prix for consumer outreach, as 70 per cent believe brands tapping into the event are making worthwhile investments.
When it comes to brand recall associated with F1, second-time title sponsors Singapore Airlines takes first place at 28 per cent, a leap from last year’s 19 per cent. This is followed by other iconic brands that shared a place among the marketers’ minds last year – Ferrari at 23 per cent, and former title sponsor Singtel at 14 per cent.
“Despite not being a title sponsor for two years, Singtel’s lingering presence in marketers’ minds demonstrates the effectiveness of these strategic partnerships for generating leads and connecting with consumers long-term,” said Jacqui Barratt, director at font.
“Social media coming out on top for F1 marketing is not a surprise, but it continues to remind us that marketers can’t afford to miss out on reaching consumers in the digital space for engagement on the back of this event.”
While F1 is an important moment for brands, employers had better be ready for it to affect productivity next week, as marketers plan on enjoying a few good nights out.
“While only 8.5 per cent of marketers say they plan on taking a sick day on Monday to recover, 15 per cent expect their productivity in the office to be affected. According to every single one of our respondents, a little flexibility would go a long way – 100 per cent would appreciate a late start on Monday,” said Mr Barratt.
Of those who expect their concentration at work to be affected, 50 per cent said it’s because they’ll likely be hungover.
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