Nearly half of Singaporean consumers say brand communications are not effective or relevant to them.

According to a survey by 3radical, 70 per cent of consumers believe word of mouth, online (websites and advertising) and social media are the three most effective channels of communication about brands.

During the past year, consumers nominated social media (71 per cent), online advertising (70 per cent) and brand websites (50 per cent) have all become more effective as channels for them.

Very few respondents rank traditional channels in their top three – for example poster/outdoor (16 per cent ), magazines (11 per cent), newspapers (13 per cent), TV (10 per cent) and radio (three per cent).

With so many brands competing for consumer attention, coupled with an increased understanding of the value of consumer data and engagement, Singapore residents are becoming increasingly demanding of brands, the survey concluded.

Ninety three per cent said brands need to “give them something back” in order for them to read or respond to messages and 65 per cent said getting this value exchange has become more important to them over the past year.

The importance of receiving marketing messages at the right time and right place is also paramount – with 72 per cent of consumers much more likely to respond when contacted appropriately.

Whilst 80 per cent cited discounts as an incentive to visit a store, share information about brands on social media, or make a purchase – there are other effective rewards that would motivate consumers at a much lower cost.

Seventy per cent said they would interact in return for entry into a lucky draw, and 50 per cent for earning levels in mobile games.