Digital marketing here in Singapore and other parts of the world is changing at a meteoric rate thereby making it more difficult for businesses to keep up with the latest trends and industry standards. The most successful companies have put in place a dedicated team of digital marketers whose primary role is to monitor the industry and come up with ideal marketing strategies for the business.
According to a recent study, 76% of people who are conversant with the digital marketing sphere in Singapore are of the idea that the industry has changed more in the past two years than it did over the past five decades. Businesses have started to embrace the power of digital marketing, and they are willing to spend thousands of dollars to get exposure online.
Here is a comprehensive overview of the various digital marketing trends in Singapore. It is our sincere hope that this information will help you understand the potent power of digital marketing and the positive impact it can have on your business.
There are more than 4.3 million active mobile social Singaporeans – this 75% of the total population. Research also shows that smartphones and mobile phones are used by 91% and 95% of the population respectively to look up information online.
Based on these statistics, mobile is no longer the new kid on the block; it is the most common and preferred way of looking for information online. Businesses in Singapore are aware of these facts, and some have put in place robust mobile marketing strategies to help them reap big from this lucrative audience. According to eMarketer, in 2019, mobile marketing and advertising will account for 72% of digital ad spending.
Segmented Email Campaigns
Segmentation is the process of grouping or dividing email subscribers into smaller segments based on specific factors such as interests, location, and stage in the conversion funnel. Machine learning has proven to be very helpful especially to businesses that have a large audience and vast amounts of data. They use it to understand the interests and expectations of their audience. With this information at hand, they are able to come up with robust segmented email campaigns.
Note that segmented email campaigns record an open rate that is 14.32% higher than the conventional or non-segmented campaigns. 84% of the total population in Singapore rely on the internet as the primary source of information and have active email addresses. Based on these facts, it’s not difficult to see why segmented email campaigns are working so well for businesses in Singapore
According to a report posted on Marketing Charts, the best time to send emails is between 4 pm and 8 pm as most people have time to spare to read and respond to the email at this time of the day. Be vigilant not to send unnecessary emails to your subscribers to avoid compromising your reputation online. Every email that you send should contain information that is valuable or meaningful to the recipient. Otherwise, they will be marked as spam or deleted outright.
The average conversion rate for a business website in Singapore that use videos to capture the attention of the target audience and pass the intended message is 4.8% compared to 2.9% for those sites that don’t use videos. Unlike blocks of text, videos explain the benefits of a product or service to potential customers in a relaxed and engaging way.
According to a report published on Optin Monster, digital marketers who use videos to sell their products and services get 66% more qualified leads and benefit from a 54% increase in brand awareness. This year, the number of businesses in Singapore that use video marketing to connect with their target customers has increased tremendously. Some have confirmed that this ingenious marketing strategy helps them to achieve 55% returning customer rate.
The standard video content marketing types include:
- Video interviews
- Video blogs (Vlogs)
- Videos of presentations
- Tutorial videos
- Video Ads
- Video testimonials
- Recordings of live streams
Social Media Marketing
First, it is important to note that Singapore has the highest smartphone penetration in the world. Research shows that 7 in 10 Singaporeans use their mobile devices to network and socialize with other people on various social media platforms. By 2022, there will be more than 3.93 active social network users in Singapore.
Here is a list to help you understand the number of people who use the various social media sites.
- Facebook = 72%
- Pinterest = 8.05%
- Twitter = 6.97%
- Instagram = 5.05%
- Tumblr = 1.84%
- YouTube = 3.9%
Another research revealed that 22% of the world’s total population use Facebook and 91% of social media users use their mobile devices to access their preferred social networking platforms.
Businesses based in Singapore are aware of these facts and have put in place robust social media marketing strategies to promote their services and products. With the number of social media users in the country expected to skyrocket, expect to see more businesses that are yet to start advertising on these platforms to join the wave. Spending on social media ads will also increase and demand for graphic designers who can come up with high quality ads, as well as social media influencers will triple.
Producing stellar content is difficult for every brand and users especially the savvy customers are getting more demanding about the kind of content they want to engage with online. According to Marketing Profs, 72% of digital marketers from all across the globe who were polled said that relevant content creation is the most effective and reliable SEO tactic in the modern world.
Most brands not only here in Singapore but also in other parts of the world spend 25%-43% of their marketing budget on content. Those that have good content marketing strategies can make sales easily especially in instances where the consumers find out information about their services and products even before they visit their shop or website.
Content marketing plays an even more instrumental role for business-to-business (B2B) companies as it helps them get corporate sales. A majority of them use social media platforms such as Facebook and Pinterest (the two most popular social networking sites in the country) to distribute the content to the target audience online.
Integrated content marketing is also gaining traction in Singapore. For example, 3M Singapore gives students, consumers, investors, and even business prospects an opportunity to book an appointment with them to visit their new customer technical center. In this center, they learn about the brand’s history and indulge in the creative world of innovations and inventions.
As reported by Demand Metric, the cost of content marketing is 62% less than the traditional marketing strategies and generates three times more leads than the latter.
Use of Infographics in Singapore
As mentioned earlier, 7 out of 10 Singaporeans are active social media users. Apart from sharing videos, photos, and articles on social media, businesses in Singapore have also started to embrace the power of infographics. What is an infographic? Simply put, this is a visual presentation of information about a brand, product, or service. Over the years, it has proven to be more effective in simplifying complex subject matters and making it easy for the target audience to understand and take the desired action such as place an order or subscribe to a weekly or monthly newsletter.
There is virtually no limit on the call-to-action that can be linked with an infographic. Just make sure that the content in the infographic is relevant to your audience. A study done by Mass Planer showed infographics are shared and liked on social media platforms such as Facebook, Pinterest, and Instagram 3X times more than any other form of content.
Design a top quality infographic that highlights your brand and what you offer then distribute it on all your social media channels. This tactic will help boost your brand awareness online and spur engagement with the target audience. If well designed, it may go viral and expose your business to millions of potential customers and business partners.
Be sure to respond to comments posted by the audience to paint a positive image of your business. You can use the comments to get ideas for your next infographics, videos, or articles. Some companies actually respond to the comments by providing links to relevant articles already published on the main website that addresses the concern or questions asked by the prospect.
Search Engine Marketing in Singapore
46.8% of the global population accessed the internet in 2017, and this figure is expected to increase to 53.7% by 2021. Concisely, the number of people who rely on search engines to look up information online is growing year on year, and it is almost unfathomable.
In a bid to continue offering the best user experience, search engines have also improved their algorithms. Back in 1999, Google would take almost one month to crawl and index 50 million website pages. Today, it takes less than one minute to do that!
With 84% of the total population in Singapore using the internet actively, businesses have started to use search engine marketing (SEM) as a way of reaching out to more clients. Over 60% internet marketers worldwide agree that SEM is one of the guaranteed ways of scaling up a business primarily in the competitive niches. It entails promoting websites by posting ads on search engine results pages (SERPs) through paid advertising.
Note that Google and other search engines main source of revenue is advertising and thousands of other businesses offering similar products and services use the same strategy to generate leads. Therefore, it is of paramount importance to make sure that you do it correctly.
The foundation of any search engine marketing campaign is keywords. The quality of the target keywords that you use will determine whether the campaign will be a success. Since Google will charge you based on the number of clicks on the ads, it is recommended to hire a professional who has the skills and experience required to create the digital campaigns and monitor them on a continuous basis. Continuous monitoring helps to uncover any flaws or aspects that were overlooked and can be rectified to enhance the effectiveness of the campaign. Be sure to ask for a weekly report to know if you are getting value for money.
Statistics for Marketing and Paid Search
Here are some facts that will affect your search engine marketing strategy for sure:
- In the 4th quarter of 2017, all platforms increased in ad spend by 24% over the last year. This is up 22% in growth compared to the last quarter.
- AdWords showed a 23% increase in search ad spend over the last year.
- Google search ad conversions for mobile devices received a 12% boost in ad conversions for Google search due to cross-device conversions which is 100% more than desktops.
- There was a 14% increase in Google Search Network’s cost-per-click which resulted in higher quality traffic from ads in Google search.
- Google Search Network’s click volume increased by 9% over the last year.
- A 32% increase in shopping ads and a 15% increase in text ad spending led to a 23% boost over the last year in Google search ad spending.
- There was a 38% year-over-year increase in Google search ad spending explicitly allocated towards mobile devices and a 21% growth in desktop spend.
- 30% of Google search ad clicks were from RLSA, Customer Match, and other audiences similar to these–a 10-point increase from the previous year’s 4th quarter.
- While Google experienced a 13% drop in CPCs over the past year for branded keywords in the 3rd quarter, it experienced a 23% spike in the 4th quarter..
- There was a 23% year-over-year increase in the first page bid minimum for keywords that were non-branded.
- There was a 3% drop from the previous year and quarter in the ad clicks of non-brand mobile text for ads in positions 3 and 4 on Google’s first page results.
- Over the past year, non-brand Google search ad resulted in a 20% increase in RPC on desktop. This is a 17% increase since the 4th quarter of 2016.
- Much like the U.S., the ad click growth for Google search dropped from 13% over the last year in the 3rd quarter to 5% year-over-year in the 4th quarter.
- More than 50% of retailers’ Google search ad clicks in both the U.K and the U.S. come from Google Shopping.
- There was an 11% increase in the UK’s Google search ad spending..
- Clicks for Google search ad experienced a 5% drop in Search Partner share.
- B2B advertisers experienced 21% ad spend, 4% clicks, and 16% CPC year-over-year growths.
- Over half of the clicks for Google search ads came from mobile devices while they only accounted for 14% of the ad clicks on Bing.
- Mobile Devices and tablets accounted for 49% of Google Display Network’s ad spend–a 3% increase compared to the last year.
- During the 4th quarter of 2016, Bing and Yahoo experienced a 32% increase in search ad spending, up 6% year-over-year from the third quarter.
- In comparison to 2016, there was 7 times as much search traffic for Bing mobile during the 4th quarter of 2017.
- The Ad spend for Bing Product experienced a 43% increase.
The effectiveness of Adwords undoubtedly played a huge role in the amount of money advertisers decided to spend at the end of 2017. However, this was also in part due to the increase in both cost and competition. Merkle shows us that though these sites may be paying more for top spots in the SERPS, it’s definitely worth the investment because not only are they getting more traffic, but the traffic is of higher quality. These particular clicks are coming from people who are actually interested in what the business has to offer, as evidenced by this quarter’s 20% increase in RPC.
Another huge player for Search and Display was mobile. Site owners should ensure that their landing pages have been fully optimised for mobile search before the prices of clicks get higher. They should also include Bing in their next strategy session because this search engine was very significant in last year’s 4th quarter. This is especially the case if you have a solid mobile marketing strategy.
What’s particularly interesting about the 4th quarter is that search was audience-centric– a trend that will very likely continue into 2018. In fact, when it comes to search, its biggest advantage is intent and the more advertisers continue to target similar audiences as opposed to the search queries of individuals, the more successful their search strategies will be. In this way, they gain more control and are able to better advertise across multiple platforms. In 2018, expect to see many advertisers augmenting their search bids by leveraging their Facebook audiences. Many will also search for their newest leads on the Display Network.
Statistics for Marketing and Paid Social
- When it comes to paid social advertising, Facebook accounted for over 82% of all spending.
- Facebook News Feed Ads resulted in a 1.2% CTR average which is 4 times the amount of ads that are right rail.
- There was a 20% boost in Facebook Ad spend over the last year.
- Tablets and mobile devices accounted for 83% of all Facebook ad spending.
- Growth in Facebook spending year-over-year has decreased to 20%, down from the 40% that it had maintained throughout the year.
- There was a 27% year-over-year decline in Facebook ad impressions.
- Facebook ad spend increased 20% over the past year.
- There was a 36% year-over-year increase in Facebook ads CPC average, no matter where the ads were placed.
- 8% of spending on social ad came from Instagram and 7% came from Pinterest.
- Instagram experienced a 122% increase thanks to its various types of ad and placements as well cost.
- Over the last year, there was a 99% increase in Instagram impressions and a 77% increase in CPCs.
- Twitter ad spend experienced an increase– 44% over the last year.
- There was a 12% increase in Twitter impressions and 15% increase in CPCs over the past year.
Facebook might have experienced a 43% drop in its impressions and its ad placement on the News Feed may not have been ideal, but it’s easy to see that this platform is still #1. Ad spend on Facebook managed to soar in the 4th quarter. In fact, when it comes to paid search, it can be considered the social equivalent of Google. This platform may be costly, but its massive audience and ability to narrowly target them make it a priceless tool.
If you want to boost your posts and save money on leads, then you can’t expect to pay bargain basement prices. You must optimise both your audience and ads so that you can acquire the best leads. What Markle teaches us is that Instagram is blossoming and that Twitter can still have an impact.
Over the last three years, digital marketing has gained massive traction in Singapore. Businesses are now willing to spend more money on various strategies such as email marketing, content marketing, and social media marketing to connect with potential customers and motivate existing customers to come back and purchase more products.
With the expected increase in online users, there is a need for not only medium and large businesses but also startups to come up with ideal digital marketing strategies to help them rival their competitors and establish themselves as an authority in their respective niches.
As mentioned at the start of this article, the digital marketing sphere is changing rapidly, and so it is imperative to keep tabs on the trends to avoid falling behind. For example, Google updates its algorithm more frequently nowadays and failing to adjust your website and content accordingly can be costly to your business. Save time by hiring professional digital marketing to create, run, and monitor the campaigns for you. You will save not only time but also resources that you would have spent implementing the wrong strategies that would hamper your business’s growth and profitability.
MediaOne is a professional digital marketing agency in Singapore whose record of accomplishment speaks volumes about our commitment and determination to help businesses realize their full potential through robust online marketing. Our team has years of digital marketing experience and undergo continuous training courses that hone their skills and expertise. We will work closely with your existing marketing team to ensure that the campaigns agreed upon delivers the expected results. Call us today for more details about our digital marketing services.
We look forward working with you to exponentially increase your online visibility and sales.