What is the Future of Digital Marketing in Singapore?

future of digital marketing in singapore

In the world of digital marketing, there consists a pattern of disruptions that always recur every once in a while. Basing on the failure of old digital marketing playbooks in aiding the success of business enterprises in Singapore, our company saw it fit to come up with a better and advanced digital marketing framework.

During instances of disruptions, these frameworks can prove to be quite beneficial in ensuring relevancy. Additionally, they should be incorporated after every one or two years for both big and small to medium enterprises (SME).

As at now, we are venturing into the 4th digital marketing framework. The first one was created back in 2000. Nonetheless, there are some essential things that can brace your company/enterprise for the next disruption.

What is Digital Marketing 4.0?

The initial digital marketing framework was all about attracting more traffic onto a site. It did so by use of publication of blog posts, email marketing, social media ads, and other forms of digitals ads. Nonetheless, it never really focused on conversion of this traffic into sales or rather proper online lead qualification.

However, the current 4.0 framework has considered all these aspects while adopting use of SEO. It entails the following;

  • It’s a more integrated framework which mixes both inbound and outbound marketing strategies. It’s more of what we can refer to as “warm calling”. For instance; if a visitor checks out a post on your site, you can share with him/her an email full of useful information, related to the post”.
  • A Cohesive Marketing Technology Stack. The 4.0 framework understands the concept that marketing isn’t only all about creativity. It means that one software tool won’t be adequate. It encourages the importance of relying on a more integrated and well-designed infrastructure to bring out an ideal marketing campaign. Unlike its prior frameworks which only depended on one CRM or social media tool to make a difference.
  • It Evolves Marketing Roles. Another important aspect of the digital marketing 4.0 is the evolvement of the marketing roles. The digital migration isn’t only targeting chief information officers but also chief marketing officers. The head of your marketing department should be familiar with the effects of incorporating marketing automation not only on the marketing strategies but also in the measurement of the ROI.
  • The Approach focuses on an Omni-channel marketing strategy. Gone are the days when you had to rely on one medium when carrying out a marketing campaign. The digital marketing 4.0 entails a diverse set of mediums when communicating your brand to the target audience. It ensures that you effectively reach out to as many people as possible.
  • It also focuses on account-based marketing in Business to Business. Whether you are a B2B SaaS company or a modern service provider, it’s mandatory for you to have account-based selling as part and parcel of your digital marketing strategy. This will be the main difference between B2B and B2C from now henceforth.
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What Drives Disruption?

Now that you are conversant with what the digital marketing 4.0 entails, it’s only best if you familiarise yourself with what drives disruption. Around nine years ago, when I used to work for the Fortune 100 Company before I began leading my current team, I always wanted to know more about customer behaviour. Particularly, the different types of digital offerings that engaged clients on an in-depth level regarding their digital lifestyle. In my quest for finding this information, I checked out case studies about goods or services and the experiences that clients had acquired over the past 20 years of internet use. In a span of 10 years, I made some fascinating deductions while working on inbound marketing campaigns. In my discovery, I found three unique but recurring behavioural patterns that led to the adoption of new digital experiences.

Below are the three primary core behaviours of a network;

  1. Access

Ease of access is a standard behaviour that all human beings yearn for. Clients are always on the lookout for a faster and easier way for them to access digital data. As a result, any offering that meets this behaviour can be quite compelling. For instance, let’s take ourselves back to the invention of mobile phones and how they improved communication. Thanks to the text message feature.

  1. Engagement

The phrase that says that all marketing content should be engaging goes back to the invention of marketing as a communication strategy. Well, that saying is as accurate as it gets because once the clients have access to the content, what they are looking for next is to engage with something that is appealing. As a result, this marks the desire to engage as a critical driver to customer behaviour.

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You should ask yourself, is your marketing plan interactive and engaging? Are you a valued source of information for your clients? You should always make an attempt of coming up with the most captivating and honest marketing plans as possible. Customer care is essential.

  1. Customisation

As at today, there are hundreds of TV and Radio stations in Singapore. Additionally, there are over a million web pages on the internet. This, therefore, calls for marketers to be as specific as possible in their marketing campaigns. With the vast array of information available, it’s only essential that you carry out in-depth audience research till you identify your target audience. It will help customise your content to fit the personal choices of the customers.

As you can see above, the future of digital marketing is both fruitful and challenging. Whether you are a B2B or B2C business in Singapore, you need to be braced with all the equipment available to build your marketing engine.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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