Marketing Singapore: Basics For Singapore Marketers & Business Owners

complete guide to marketing in singapore

Marketing Strategy in Singapore, You need to know!

Marketing in Singapore can be very challenging because there are so many options ranging from digital to outdoor to print. Businesses should consider the merits of the various marketing media in Singapore for market share and positioning. Here we consider the various modes to market in Singapore.

The way businesses market in Singapore via offline and online has been shaken up due to the accelerated adoption of digital media which is over powering traditional media.

Singapore has garnered quite the reputation when it comes to innovation and standard of living. It ranks as the world’s number 2 smart city. It’s widely regarded as one of the globe’s most crypto-friendly countries. It has managed to remain at the top of the list for the last four years as the world’s most expensive place to live. And it is also rumoured that this Southeast Asia city-state’s new satellite companies could make it the next leader in space technology. It’s this laundry list of achievements which makes Singapore one of the most dynamic and ideal places on earth to market your business.

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The booming Singapore economy greatly motivates local and foreign investors to start businesses here. A recent report showed that there are more than 400,000 corporate entities in the country and 60% of them are owned and operated by sole traders. The government has put in place policies such as the open immigration policy that allows foreigners to easily relocate to Singapore. The government also offers tax incentives and investments protection policies that are geared to make the country one of the best places to run a business.

Singapore’s Business Environment

What draws most business owners to the Singapore market is how simple it is to do business there. Up until October of 2016, Singapore held a decade-long place at the very top of the World Bank’s list of the easiest places to do business. And there are several factors that came into play when measuring it against all others.

For instance, it’s easy to start a business there. This is because there is an abundant number of business opportunities for both locals and foreigners. In fact, for foreigners, the list of requirements for registering a new business is pretty basic: the business has to be legal, it must be registered as a PLC, the business must not be registered for more than 6 months at the time of your application, the foreigner applicant must own a minimum share of 30% of the company and the business needs to have an SGD paid up capital of $50,000.

Taxes are reduced in Singapore. The income tax rate for companies that are based there is 17%. However, these businesses are only expected to pay tax if their taxable income exceeds $300,000 per year. If their income is less than $300,000 per year, the tax rate is lowered to half the amount – only 9%. Also, to support businesses and bring in more investors the government offers tax exemption to new businesses. Not are taxes low, but there are also incentives and benefits offered.

Contracts are readily and swiftly enforced. In fact, in 2014 Singapore introduced a new litigation system which allows litigants to file their cases online and gives the courts the ability to keep litigants and lawyers well-informed about cases through e-mail and text messages. This makes it easy to manage hearing dates. Singapore is known for having the shortest resolution time worldwide with the average commercial dispute being settled within 290 days.

Another element of what makes Singapore’s business environment so inviting is how easy it can be to get construction permits. This is one of the quickest places to secure a permit. So for business owners who are interested in building a new structure, this is a huge benefit.

Singapore is a global hub for business

Headquarters for leading companies

Headquarters for leading companies

Leading innovation centre in Asia

Leading innovation centre in Asia

Advanced manufacturing hotspot

Advanced manufacturing hotspot

Quick business setup

  • 15 minutes to register a company online—quickest in Southeast Asia
  • S$330 to set up a company
  • 1.5 days to set up a business—17x faster than the regional average
  • S$1minimum issued capital needed to register a new local company

Government help

  • S$8.3 billion over three years to spur economic transformation and business growth
  • Absorption of bank loan risk (up to 70%) for new companies (<5 years)
  • S$300 million funding for deep-tech startups
  • Tailored assistance for large and high-growth companies from EDB and other agencies

Trends In Singapore Marketing  

In the world of technology, things are constantly changing. And the same can also be said for the world of marketing and advertising. This is why it’s so important that business owners always be aware of what the latest trends are. Let’s discuss a few of the most popular marketing trends in Singapore.

  • Voice search is gaining popularity in Singapore, with 26% users using voice search online.
  • Social Commerce (shoppable tags)
  • FinTech (Financial Technology)
  • Cybersecurity
  • Artificial intelligence (AI)
  • Internet-of-Things (IOT)
  • Streamlined Memorability

Power of The Consumer

While social media has the power to help a business grow, it can also do damage if customers are not properly cared. This is why Singapore business owners are starting to take the power of social media very seriously. They understand that one complaint from one customer, could potentially go viral and the damage could be irreparable. This is evidenced by certain Facebook posts which make national and international news from time to time. Singapore advertisers are starting to give more weight to online reviews and other third party websites that could possibly sway a potential customers opinion.


Ways To Market In Singapore

There are several ways to advertise your business in Singapore. Each has its own benefits as well as drawbacks. However, the good thing is that they can also be combined to create the most effective campaign.

Here are expert tips on how to market and advertise your company in Singapore.

1. Advertising

Online Marketing

According to a 2015 report, Singapore has approximately more than 4 million broadband internet users. This figure is expected to increase by more than 20% by the year 2018 as more people purchase internet-enabled devices. So far, the internet is considered one of the most reliable sources of information in the country.

Based on these statistics, marketing your company online will help you to connect and interact with more customers that you would using the traditional marketing platforms. 74% of Singaporeans use social media daily. Therefore, posting ads on the various social media platforms such as Facebook, Twitter, and Instagram will help increase sales as well as drive more traffic to your website.

2020 Update: In May 2020, there are over 4.92 million (84% of the total population) active Internet users in Singapore. 99% of mobiles are connected with 3G or 4G broadband. On average, a user spends 7 hours 2 minutes on the Internet using any device.

Radio, TV, and Print Advertising

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Radio advertising is a great way to increase sales and gain a leg up on the competition, though it’s worth noting that these means of advertising can be quite costly. They are ideal for businesses who cater to a younger audience.

For many years, radio, TV, and print advertising in Singapore have remained the most efficient ways of increasing sales and competitiveness. Recent statistics show that 47% of people who listen to radio consider it a reliable source of information. 6.9% of total media revenue earned by radio stations in the country is achieved by providing companies with advertising airtime.

The same case applies to TV and print advertising. Even though these channels are expensive, they allow one to target a specific audience. For example, when targeting the young generation, you can decide to advertise your products during radio and TV programs as well as magazines that the public is fond of.

2020 Update: Projected ad spends on Radio, TV, and print advertising is S$2.042 billion, a 6.5% decrease overall from an earlier year. 41% of Internet users stream TV content via the Internet, meaning they don’t use a cable connection to watch TV content. 

Outdoor Advertising

One of the best things about outdoor advertising is the amount of exposure your business can receive. Unlike most forms of advertising, this one gives you access to public 24 hours a day. Outdoor advertising tends to be more affordable that TV, radio and print advertising. As long as your posters are placed strategically, meaning where your target audience is most likely to be, then this form of advertising can offer a nice return on investment.

Online marketing has gained immense traction in Singapore, but conventional advertising strategies such as outdoor advertising are still effective in generating sales for businesses. The cities are packed with posters that promote products and services for individual companies. One of the benefits of using this strategy is that information about your business will be exposed to the public 24 hours a day. It is also important to note that outdoor advertisements are 50% and 80% more affordable than radio and television ads respectively. They can also be combined with other forms of advertisements such as print and radio campaigns thereby creating an all-inclusive media focal launch.

The trick is placing the advertisement in strategic locations to get the most results. For instance, companies selling whole foods place billboards at farmer’s markets. Mobile billboards are also widely used by advertising agencies to grasp the attention of passers-by and drivers. Note that there are regulations that govern outdoor advertising that you need to heed to avoid legal tussles. Visit Advertising Standards Authority of Singapore website for full list of these regulations and information about the permits that you need.

2020 Update: The value of the outdoor advertising market in Singapore is projected to grow around US$186 million.

2. Outreach Programmes

Email Blasting

Email blasting and telemarketing are two of the main strategies used by companies in Singapore to spread information the company to customers. Using email blasting software, you can send newsletters and general marketing emails to your opt-in subscriber base without spending a fortune. The email blasts can be tailored to suit your goods and services.

In fact, email blasting software makes this process seamless, making it easy to tailor messages to the products and services you offer.

Uber uses email marketing to inform their customers about promotions and deals. The clear call-to-action and intuitive design of the email make it easy for one to understand the intended message.

2020 Update: Up to December 2019, 269 billion emails were sent and received each day. The number of active email users is forecasted to reach 4.3 billion in 2022. The average open rate for a welcome email is 82%. 81% of small businesses rely on email as their primary customer acquisition channel, and 80% for retention. Average expected ROI is $32 for every $1 you spend on email marketing. Emails with personalized subject lines generate 50% higher open rates. Videos added to your email increase click rates by 300%. 49% of consumers would like to receive promotional emails from their favorite brands. 49% of all emails are opened on mobile devices. 

Telemarketing

Telemarketing involves marketing goods and services by calling the target customers. Companies that offer financial services, home security systems, Internet and cable services and charitable organisations widely use this strategy to get more customers. Callbox is one of the leading telemarketing companies in Singapore.

2020 Update: Mobile connection as percentage of total population is 144%. The total number of mobile connections is 8.37 million. Percentage of mobile connections that are Broadband (3G&4G) is 99%. Percentage of mobile connections that are pre-paid and post-paid is 36% and 64% respectively. 

Direct Marketing

The worth of direct selling in Singapore March 2020 is US$990. Direct marketing involves making direct contact with existing customers as well as potential clients and informing them about your products and services. Unlike other strategies such as media advertising, it allows you to target a particular group of customers and personalize the message to get maximum results. You can save time and money by hiring a direct marketing and lead generation company such as SingPost Admail. This company offers maildrop service to distribute unaddressed promotion materials such as brochures to business premises and households in Singapore.

Alternatively, you can rent a database from one of the lead generation companies such as Ninja Emails and Wave Evolution and use it to do email marketing.

3. Education

Free Seminars and Workshops

What’s the best way to build customer trust and loyalty? Offer free seminars and workshops. This achieves two things: offering things for free always gets the attention of your potential and teaching people what you know helps to build credibility with your audience. These events also serve as a wonderful opportunity to present new products or services.

Inviting existing and potential customers to free seminars or workshops at different times of the year can help you market your products. During the workshop, explain the solutions that the goods or services offer to customers.

You could also capitalise on these events by introducing new or upcoming products to the customers.

Visit the Go Global website for a comprehensive list of events, seminars, and conferences that you can attend to market and learn more about the business realm in the country.

2020 Update: 10times.com has listed a total of 643 upcoming free seminars and conferences in 2020-2021 in Singapore. 

Partnered Programmes

Partnered programmes are mutually beneficial associations that will help you save money on marketing and enjoy multiple streams of revenue. One such arrangement is the YouTube Partner Program that allows companies to use its vast online video platform for reaching more customers using their monetised content.

Youtube channels broadcast their content and during their videos ads are shown. When someone clicks on the ad, the owner of the Youtube channel is paid a certain amount. These types of partnerships give you the ability to have multiple streams of revenue.

The company offers YouTube analytics that aid in tracking and managing the performance of your content and keep track of earnings.

Write and Publish Blogs, Articles, and Opinion Pieces Online and Offline

The internet is one of the most trusted sources of information in Singapore. You can empower the public with information about your products and services by writing and publishing informative and engaging blog posts on your website.

You can also post guest posts in authority site to drive more traffic to the main site. Guest posts are also very effective in boosting site’s ranking on search engines and domain authority.

Blogs and articles serve as another way to build credibility with your audience–specifically online users. Build your authority even further by guest posting on related blogs and websites.

Also, writing opinion pieces and submitting them to leading newspapers such as Lianhe Zaobao and The Business Times can help you engage with the target audience in a more direct and engaging way.

2020 Update: Publishing articles, blogs and opinions are good option for marketing a product. It is observed that in 2019, 72% Singaporeans read news once a week, while 41% read online articles on either social media (39 per cent) or websites (27 per cent) once a week.

4. Digital Marketing

Social Media Marketing

Digital marketing in Singapore is a growing trend as many businesses realise that offline marketing means such as newspapers, free sheets, bus ads, billboards and telemarketing are rapidly losing ground. A recent survey showed that 48% of respondents aged 40 and below, 63% aged 30 and below and a whopping 97% aged 20 and below do not get their news feed from printed dailies.

Facebook, Twitter, SnapChat, and Instagram are some of the social media platforms that you can use to market your products to millions of people simultaneously. Facebook allows marketers to create free pages and place either paid or free ads on them. The Twitter business version can also help influence your marketing campaigns positively by letting you post ads on your profile. You can also post links and small marketing blurbs on your profile to engage with millions of people.

More Singaporeans have embraced photo-sharing social media platforms that have sharply increased the number of individuals who use Snapchat and Instagram. The number of individuals using these two platforms increased from 8% to 15% between 2014 and 2015. Therefore, posting photos of your products on either of these platforms will help you to engage with more customers. You can also display sponsored ads and hold contests on the platform to keep your followers engaged and interested in your company.

2020 Update: Marketers can reach 4.60 million people through social media. The most active social media networks in the country are YouTube, Facebook, Instagram, and Twitter. Among them, nearly 4.45 million Singaporeans are active Facebook users. It is possible to reach 4.3 million Singaporeans through YouTube. There is over 1.3 million Twitter users, more than 2.113 million Singaporeans are on Instagram and 1 million people are active WeChat users. Singapore’s millennials dominate social media. 

Video Marketing

Many business owners are starting to realise how invaluable video marketing can be. This form of advertising gives them the ability to communicate a story more effectively. Singapore marketers are also creating videos for platforms like Facebook and Youtube. Marketers realise that this could help their message spread. However, it is worth noting that this particular trend is still in its infancy, so this is the perfect form of advertising for business owners who hope to stand out from the crowd.

2020 Update: 96% of Internet users watch online videos. 89% of users watch online videos on mobile. 78% of users choose YouTube as their first choice for watching online videos. 60% of users watch YouTube videos to learn about a product. On Facebook, an average video post gets 7.15% and photo post gets 5.43% engagement. A business website with videos captures 4.8% higher attention of audiences than a website without videos. Digital marketers believe video marketing strategy brings 55% returning customers.

Content Marketing

Content to become prominent with more business amplifying content marketing in their marketing strategies.

In 2016, Hubspot, one of the largest champions of content marketing set up its headquarters in Singapore. It was announced that it planned to hire 150 employees within the next three years. So it’s no surprise that other Singapore companies have decided to get in on this trend. Content is still king and in Singapore, content marketing is playing a huge role in advertising at the moment.

In 2019, 25% to 43% of digital marketers spend their marketing budget on content. Digital marketers also believe that content marketing cost 62% less than traditional marketing and help to generate 3 times more leads. Infographics content has 3X times more shared and liked ratio than any other form of content.

Affiliate Marketing

Affiliate marketing entails contracting independent marketers to sell your products and services through their websites, blogs, and social media channels in return for a commission. The Affiliate Gateway and Optimise Media are two of the leading affiliate marketing companies that you can use to scale up your online sales. Both companies have systems and platforms that they use to target different segments of the audience.

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2020 Update: 81% of marketers and 84% of publishers leverage the power of affiliate marketing. Affiliate programs generate 15%–30% of all sales for advertisers. In 2020, 15% of the total digital media advertising revenue is attributed to affiliate marketing in the world. Annual affiliate marketing spending is projected to hit the $6.8 billion mark in 2020 around the world.

Conversion Optimisation

Another trend if conversion optimisation. Singapore business owners are currently focused on turning those website visitors into actual customers. Many are doing this through Google and Facebook advertising. Since 2002, Singapore has taken advantage of Google’s ad prices, which are steadily rising. Facebook ads are expected to follow the same trend.

2020 Update: Google and Facebook are the two biggest online platforms in Singapore for getting eyeballs for business. Both Google’s and Facebook’s advertising platforms work like an auction.

5. Soft Selling

Taking Part in Charities and Sponsorships

A recent poll showed that 90% of consumers expect companies that they buy products or services from to give back to the society. You can strike a balance between conduct business in the country and being a good corporate citizen by participating in charities and sponsorships. These two course-related marketing strategies will give your company immense exposure in return for footing the event expenses.

You can also sponsor local sports teams to get more exposure when the team takes part in tournaments locally and abroad. Garena is one such company that recently sponsored Young Lions, a Singapore League football club. The company signed a two-year deal to support the team by providing $4 million. The team will be wearing t-shirts with Shopee brand name. Shopee is Garena’s first C2C marketplace that is mobile-centric.

Top five reasons for charities and sponsorships activities in Singapore (2020):

  • Increasing brand loyalty
  • Brand differentiation
  • Awareness and visibility
  • Highlighting corporate social responsibility
  • Client entertainment

6. Use Professional SEO & SEM Services

If you want to ensure that your business is playing by the rules and will get the most out of your online presence, then it’s a good idea to seek the advice of a professional SEO service. What makes this form of marketing so useful is that it gives you visibility in the search engines. And the more visible and highly ranked your Singapore business website is, the more traffic and sales you will be able to generate.

Sure, you could take the time to learn the ends and outs of SEO on your own. You could learn the mechanics of SEM, Cost-Per-Click, Pay-Per-Click, and Cost-per-Thousand Impressions. However, you have to consider how much time this will actually take away from the rest of your business. That’s why many business owners choose to enlist the help of experts who have more experience in this particular field.

It is of paramount importance for all websites to comply with search engine optimized (SEO) rules to continue ranking high on Google and other search engines. High ranking results in more traffic and sales, as more people will get to know about your company and the products that it offers.

Go an extra mile and couple your SEO campaigns with SEM (Search Engine Marketing). Concisely, SEM is a new internet marketing strategy that entails promoting sites by increasing their visibility and popularity in search engine results pages through paid search ads, paid search advertising, Pay-Per-Click, Cost-Per-Click, and Cost-per-Thousand Impressions.

In most cases, the search engine ads are sold on a PPC/CPC and CPM basis. It is recommended to hire an online marketing company that specialises in offering these services to get maximum results from SEO and SEM. The service providers have the resources required to come up with a digital marketing campaign that resonates with your goals as well as software to monitor the amount of traffic and sales generated from each campaign.

2019 is a great year for SEO in Singapore and the rest of the world. Facebook ad spend increased by 62% in Q1. Instagram influencer marketing is estimated to reach $2 billion. 86% of digital marketers use PPC for SEO and SEM. In 2019, 61% of digital marketing agencies in Singapore claim that improving SEO and SEM is their top inbound marketing priority. The average firm is expected to set aside 41% of their marketing budget for SEO and SEM, and the rate is projected to increase to 45% by 2020.


Some Creative Ways To Marketing In Singapore

Here are 20 creative ways that Singaporean businesses use to market a new or existing product and services:

  • Email Marketing
  • Lead Management
  • Event Management
  • Web Forms & Surveys
  • Websites & Landing Pages
  • Blogging or Content Management
  • A/B Testing
  • SEO
  • Social Media Marketing
  • Mobile Marketing
  • Live Chat
  • Dashboards and Analytics
  • Ecommerce and point-of-sale

Understanding The Different Media When Marketing In Singapore

Foreign Media Used for Marketing

The media industry has different kinds of sectors dealing in various fields such as animation, broadcasting and so forth. Foreign media is available in Singapore. Americans, Japanese, UK, and Germans formed the largest group of media correspondents. Singapore is an ideal place in attracting foreign organizations.

Over the last few years, many new media companies have set bases. Famous international media available in Singapore include CNBC Asia and DOW Jones Group. Both the two companies have their headquarters in Singapore. Various publications such as Time, INYT, WSJA, Newsweek and Economist print their information and distribute Asian Editions via Singapore.

Local Media Used for Marketing

Local media forms the more significant part of the industry. There are about nine daily newspapers such as The New Paper, TODAY, The Strait Times, Lianhe Zaobao, Shin Min Daily, Berita Harian, Tamil Murasu, and Lianhe Wanbao. The newspapers are conveyed in different languages such as English, Malay, Tamil, Chinese and so forth. The leading publisher in the whole industry is Singapore Press Holdings.

Satellite Broadcast Media Used for Marketing

On local broadcast media, there are approximately 20 satellite broadcasters that are licensed according to the laws and regulations found in Singapore. The broadcast uses four main uplinks such as Ascent Media Group, ST Teleport, SingTel Telecast and MediaCorp. However, the local broadcast media can use their uplinks, with the Infocomm Media Development Authority (IMDA) issuing licensing for the right to broadcast.

Radio Broadcast Used for Marketing

Radio is another popular media in Singapore. MediaCorp Radio is the owner and carries operations of 13 radio stations which air in different languages. It also owns XFM 96.3 that broadcast in French, Japanese, Geman, Hindi, and Korean. It provides diverse options to various communities in Singapore. The 13 radio stations include Capital 95.8FM, RIA 89.7FM, LUSH 99.5FM, CLASS 95GM, WARNA 94.2FM, GOLD 90.5FM, Y.E.S 93.3 FM, SYMPHONY 92,4FM, 938LIVE, EXPAT RADIO 96.3FM. LOVE 97.2FM, OLI 96.8FM, and 987FM. SPH Radio owns and operates One FM 91.3, UFM100.3 and Kiss 92FM. SAFRA Radio owns and operates Power 98FM and 883JiaFm.

Television Broadcast Used for Marketing

Television attracts a wide range of consumers in Singapore. MediaCorp is also the largest and popular broadcaster. It manages and owns various entertainment and broadcasting channels such as Channel U, Channel 8 and Channel 5. Additionally, it leads the information channel and Malay entertainment. It has added other broadcasting channels such as Okto and Vasantham. Channel 5 and Channel 8 provide consumers with highest quality and 24/7 Mandarin and English information and entertainment programs. Channel 5 is majorly information programs while channel 8 is entertainment programmes.

CNA (Channel NewsAsia) was started in 1999 to offer Asian English shows majorly airing news to viewers all round the clock. It has a wide area of the field from social, political to economic news covering areas of East, Southeast and South Asia. It has its stations in these regions. CNA is also part of MediaCorp Company. StarHub Tv is another popular media in Singapore operating a subscription Tv service and providing about 100 quality and international programming channels. It airs its program 24/7. Some of the programs that are found in Starhub TV include HBO, CNN, National Geographic and Star World. Another media, SingTel mioTV was started in 2007 and also operated under subscription. It provides programs such as Video on Demand Content. Mainly their content covers many areas such as sports programs, general entertainment, and US drama series.


Media Gaining Popularity In Singapore

It is no doubt that TV and print media is dying. From many sources, subscriptions are going down, and many viewers and readers are moving online. They use digital platforms for entertainment and news. Digital media is gaining a lot of popularity, and the ad spending is ten times more than it was two decades ago according to Group M.

TV and Print media have started seeing a significant reduction in their advertising field. Television and print media circulation revenue is exceeding advertising revenue so there are many chances that they will phase out in the future. For example Jakarta Globe, a local publisher stopped printing in 2015 due to the high cost of operating a paper. The Strait Times recently announced that it would merge with other two companies to cut about 10% of the operating expenses. The Strait Times print circulation dropped to 276 000 in 2016 as compared to 300 000 in 2015.

2020 Update: Traditional media is losing its popularity and digital media gaining its popularity. The most active media networks in Singapore are YouTube, Facebook, Instagram, and Twitter. In 2020, marketers can reach 4.60 million people through social media. Among them, nearly 4.45 million Singaporeans are active Facebook users. Statistics from Google shows that 82% of all internet users in Singapore access YouTube each month in 2020, with 68% of Internet users in Singapore watching online video every day.


Marketing Expenditure

In coming years, entertainment and media industry will see a rise in the compound annual growth rate of about 3.5%. This is similar with $5.6 billion in 2016 to about $7 billion in 2022 according to PwC report. The local online advertising market is expected to grow from 8.4% CAGR to $455 million in 2022. Mobile advertising, well-known marketing agencies will continue to dominate the industry and accounts for about 48% of the total amount.

2020 Update: In Singapore, marketing expenditure in the advertising market is projected to reach US$768m in 2020. The market’s largest segment is Search Advertising with a projected market volume of US$318m in 2020. In the Digital Advertising market, 21.0% of digital ad spending is accounted for by the retail industry in 2020.

Marketing expenditure in Singapore from 2010 to 2018, by medium (in million U.S. dollars)

Year

Newspaper

TV

Digital

Outdoor/transport

Radio

Magazine

Cinema

2010

665

541

73

161

139

87

10

2011

681

591

127

166

142

94

9

2012

665

582

133

167

142

87

9

2013

867

625

173

219

153

88

9

2014

655

574

208

201

159

87

14

2015

637

572

249

236

157

74

13

2016

643

567

273

212

167

64

13

2017

627

556

313

212

162

62

15

2018

639

567

352

223

160

62

15

In 2017, advertisers in the region spend about US$313 million in internet advertising which is an increase of 15% on 2016. From this report, it shows that Singapore is benefiting from digital infrastructure. More than 1 million households have been connected to high speeds broadband internet and 5 million high-speed phone connections.

comparison of marketing spend singapore

Singapore’s digital marketing expenditure was US$352 million by 2018, decreasing the gap between digital, and newspaper and television advertising expenditure. With the decline of print media circulation and widespread internet connectivity, Singapore’s advertising landscape will need to adapt to the populations’ changing media usage to reach the widest audience possible.

ad spend on singapore magazines

Magazines are still experiencing growth while newspapers are rapidly declining. However, both newspapers and magazines have acquired a new trend of moving from print to digital format. Magazine digital revenue is exceeding traditional revenue in 2018. Newspaper market has been declining for three consecutive years.

radio marketing spend in singapore

Radio is set to be on track in 2019 following contracting revenue in several years. The advertising accounts in the radio of 30-second slots cost about $329 on well know stations such as Kiss 92FM. Most popular radio stations in Singapore air in the Chinese language. The total amount of TV advertising revenue is expected to grow at 0.5 %. However, Television subscription and terrestrial are dropping.

marketing expenditure on TV in singapore

Digital streaming is taking a new look in Singapore. It grew from $3 million in 2013 to $20 million in 2017. It is expected to multiply, and by 2022 it will amount to $65 million. Recently, on-demand platforms are generating good revenue. E-sports are also overgrowing majorly because of overall video games and regular games. Singapore has set expectations to provide trust and transparency to consumers by how personal and data are handled.

Here are other marketing spend in Singapore you should take note of:

marketing spend on newspapers singapore

marketing spend in cinemas singapore

outdoor advertising spend in singapore

The big winner, not surprisingly is digital media:

expenditure in digital media singapore

Media Laws And How They Affect Marketing Activities In Singapore

The Info-communications Media Development Authority (IMDA) is the main body regulating the overall media sectors. The agency is responsible for promotion, development, and regulation of the communication and information industry. It also includes information technology and telecommunication sectors. Currently, various media sectors and telecommunication are regulated by different areas.

Telecommunications sector us Under IMDA according to Telecoms Act while Info-communication media is under IMDA Act 2016. Telecommunications Act entails a lot of issues from regulations, standards of performance, code of practice advisory and directions guidelines. All people operating any telecommunication media should be licensed under the rules in the Telecommunication Act.

On advertising sectors, the Singapore Code of Advertising Practice is the main principles guiding ways on how advertising agencies should run. This code aims at promoting high levels of ethics in advertising through self-regulation. All the advertisement done by anybody should be legal, honest, decent and truthful. This code covers all the national, international and local laws. There are new laws that have been put in place in Singapore to guide rapidly in increasing digital and technology landscape. The IMDA will take over the existing laws of monitory broadcasting content.

As you can see, there’s a whole lot to wrap your head around before you can go ahead and choose a marketing agency in Singapore. But before you even jump into making the decision, it’s important to shift the focus from the agencies to your business.

You want to understand your business, your team, your strength, and the vision you carry so you can direct the agency you choose on the right direction to take.

Which is to say, the only thing a marketing agency can help you with is refining the marketing vision you have as a company before laying down a sound strategy on how to propel your business towards it.


Marketing jobs & salaries in Singapore

Based on the 2018 Marketing Salary Guide: Marketing salary ranges in Singapore in banking and financial services, pharmacy and medical devices, consumer goods, technology and digital marketing.

Title

Salary Range

Marketing Salaries in Banking and Financial Services

Regional Head of Marketing – Executive Director (20 + years)

$360k – $550k

Head of Marketing – SVP/ Director (15 + years)

$260k – $320k

Senior Marketing Manager – VP (12 + years)

$120k – $200k

Marketing Manager – AVP (8 + years)

$90k – $120k

Associate (5 years)

$50k – $80k

Marketing Salaries in Pharmaceuticals and Medical Devices

Director/ Senior Director (15 + years)

$230k – $320k

Business Unit Head – Regional (10 + years)

$180k – $260k

Associate Director (10 + years)

$160k – $250k

Marketing Manager (6 + years)

$90k – $160k

Senior Product Manager (6 + years)

$100k – $170k

Product Manager (5 + years)

$80k – $120k

Product Manager (3 – 5 years)

$60k – $90k

Product Specialist/ Executive

$40k – $60k

Marketing Salaries in Consumer Goods

Director/ Senior Director (15 + years)

$230k – $320k

Business Unit Head – Regional (10 + years)

$180k – $260k

Associate Director (10 + years)

$160k – $250k

Trade Marketing Director (10 + years)

$120k – $220k

Brand Marketing Manager (6 + years)

$90k – $160k

Trade Marketing Manager (5 – 8 years)

$90k – $160k

Product Manager (5 – 8 + years)

$60k – $120k

Product Specialist/ Executive

$40k – $60k

Marketing Salaries in Technology

Vice-President / President (20 + years)

$230k – $320k

Director/ Senior Director (15 + years)

$160k – $250k

Associate Director (10 + years)

$120k – $180k

Senior Marketing Manager (8 + years)

$90k – $135k

Marketing/Field Marketing Manager (5 + years)

$66k – $100k

Digital Marketing Salaries

Digital Marketing Director (> 15 years)

$220k – $350k

Assistant Director – Digital Marketing (11 – 15 years)

$160k – $230k

Senior Digital Marketing Manager (11-15 years)

$100k – $160k

Digital Marketing Manager (8 – 10 years)

$80k – $1203k

Digital Marketing Executive (up to 7 years)

$60k – $90k

 

According to the Salary Guide for Singaporeans-2019

Role

Minimum (per year)

Median (per year)

Maximum (per year)

Digital Marketing Agency

Account Manager

$50,000

$60,000

$70,000

Account Director

$70,000

$85,000

$100,000

Business Director

$150,000

$200,000

$250,000

In-house Digital Marketer

Digital Marketing Manager

$84,000

$97,000

$110,000

Senior Digital Marketing Manager

$110,000

$130,000

$150,000

Digital Marketing Director

$180,000

$215,000

$250,000

Ecommerce Manager

$80,000

$100,000

$120,000

Ecommerce Director

$200,000

$275,000

$350,000

Social Media

$50,000

$100,000

$150,000

SEO / SEM

$80,000

$115,000

$150,000

Web Analytics

$80,000

$115,000

$150,000

User Experience

$80,000

$115,000

$150,000

Consumer Products and FMCG

Key Account Manager

$85,000

$93,000

$100,000

Sales Manager

$100,000

$105,000

$110,000

Senior Sales Manager

$110,000

$118,000

$125,000

Sales General Manager

$125,000

$135,000

$145,000

Head of Sales

$130,000

$138,000

$145,000

Sales Director

$130,000

$138,000

$145,000

Digital Marketing Manager

$105,000

$113,000

$120,000

Marketing Manager

$105,000

$113,000

$120,000

Senior Marketing Manager

$170,000

$195,000

$220,000

Communications Manager

$90,000

$95,000

$100,000

Country Manager

$135,000

$143,000

$150,000

Brand Manager

$70,000

$78,000

$85,000

Brand Director

$175,000

$188,000

$200,000

Consumer Insights Manager

$96,000

$101,000

$105,000

Consumer Insights Lead

$150,000

$180,000

$210,000

Business Manager

$100,000

$108,000

$115,000

Healthcare and Life Sciences

Product Specialist

$70,000

$73,000

$75,000

Product Manager

$135,000

$140,000

$145,000

Sales Manager

$115,000

$120,000

$125,000

Senior Sales Manager

$135,000

$143,000

$150,000

Marketing Manager

$150,000

$155,000

$160,000

Marketing Director

$270,000

$295,000

$320,000

Brand Manager

$95,000

$103,000

$110,000

Brand Director

$175,000

$188,000

$200,000

Business Development Manager

$125,000

$130,000

$135,000

 

Most common marketing jobs and salaries in Singapore

Title

Salary Range

Head of Ecommerce

$120K – 240K

Digital /Online Marketing Manager

$84K – 120K

Digital/Online Marketing Executive

$48K – 84K

Social Media / Community marketing Manager

$54K – 72K

Brand marketing Manager

$60K – 84K

Marketing Analyst

S$60K

Marketing Assistant

S$7

Marketing Communications

S$52K

Account Manager

S$70K

Marketing Associate

S$8


Marketing Job Titles You Should Be Familiar With When Hiring (or Looking For A Job) In Singapore

Job Title

Job Title

Job Title

Business Development

Senior Product Manager

Head Of Marketing

Account Executive

Market Research Manager

Marketing Management

Channel Marketing Manager

Marketing Analytics Manager

Designer

Project Management

Market Research

Market Access

Marketing Services Manager

Market Specialist

Product Marketing

Group Marketing Manager

Market Development Specialist

Channel Marketing

Product Management

Market Leader

Marketing Communications Executive

Product Specialist

Strategic Marketing Manager

Marketing Communication

Advertising

Marketing Program Manager

Marketing Research

Marketing

Product Marketing Manager

Local Marketing Manager

Marketing Business Development Manager

Ad Sales

Marketing Manager

Marketing Analysis Manager

Market Segment Manager

Market Director

Market Manager

Market Sales Manager

Market Data Analyst

Marketing Executive

Regional Marketing Manager

Marketing Strategy

Director Market Development

Marketing Specialist

Global Marketing Manager

Analyst

Sales And Marketing Manager

Area Marketing Manager

Relationship Marketing Manager

Email Marketing

Marketing And Business Development

Field Marketing

Trade Marketing

Market Associate

Brand

Digital Marketing

Direct Marketing

Market Risk Manager

Events Design

Business Marketing Manager

Brand Marketing Manager

Marketing Expert

Online Marketing

Program Management

Marketing Development Manager

Commercial Marketing Manager

Market Executive

Manager – Market Research

Marketing Lead

Capital Markets

Online Marketing Manager

Brand Management

International Marketing

Media Project Management

Brand Manager

Partner Marketing Manager

Country Marketing Manager

Marketing Staff

Global Market Manager

Digital Marketing Manager

 


Marketing Training Courses/Workshops/Diplomas/Degrees Offline and Online In Singapore

List of marketing courses/workshops/diplomas/degrees offline and online in Singapore to help anyone break into the hottest industry of the decade.

Institute

Online/offline

Description

Marketing institute of Singapore

Offline

Founded in 1973, the Marketing Institute of Singapore (MIS), a not-for-profit organisation, is the National Body for Sales and Marketing. Web site: https://www.mis.org.sg/

Digital Marketing Courses in Singapore

Offline

ACCREDITED BY SKILLSFUTURE SINGAPORE (SSG / WDA). Take Away ACTIONABLE Digital Marketing Strategies and Get Certified

Web site: https://www.equinetacademy.com/internet-marketing-course-singapore/

Digital Vidya Singapore – Digital Marketing Course

online

Online Digital Marketing Master Course (CDMM) led by experts in the domain.

Web link: https://www.digitalvidya.com/digital-marketing-course-in-singapore/

Equinet Academy

Offline

Equinet Academy is a WSQ SkillsFuture Singapore (SSG) Approved Training Organisation (ATO), under the InfoComm Technology (ICT) Framework.

Web link: https://www.equinetacademy.com/about/

Marketing Institute of Singapore

Offline

INTEGRATED DIGITAL MARKETING STRATEGIES COURSE

This workshop provides a fast track understanding of the digital landscape including social media marketing, search engine optimization, search marketing, online reputation management, email marketing, display advertising and media metrics and analytics.

Web link: https://digitalsenior.sg/marketing-institute-of-singapore/

Kaplan Singapore

Offline

Kaplan Singapore is one of the biggest private higher education providers in Singapore.

Web link: https://digitalsenior.sg/kaplan-singapore-digital-marketing/

Singapore Management University

Offline

Provide Professional Certificate in Digital Marketing.

Web link: https://academy.smu.edu.sg/professional-certificate-digital-marketing-1771

M.A.D School

Offline

Provide degrees of Diploma in Digital Marketing

Web link: https://digitalsenior.sg/madschool/

Singapore Polytechnic

Offline

Specialist Diploma in Digital Marketing & Analytics.

Web link: https://www.sp.edu.sg/pace/courses/course-type/part-time-and-post-diplomas/specialist-diploma-in-digital-marketing-and-analytics

UpGrad

Online

Executive Course in Strategic Digital Marketing.

Web link: https://digitalsenior.sg/upgrad/

Squared Online

Online

Squared Online is (duh) an online course in Digital Marketing.

Web link: https://digitalsenior.sg/squared-online/

 

Temasek Polytechnic

Online

12 Essentials of Digital Marketing

Web link: http://www.tp.edu.sg/courses/part-time-courses/micro-learning-courses/catalogue-of-courses/12-essentials-of-digital-marketing

 

Selected best marketing training courses in Singapore with details

Course

School

Programme Duration

Accreditation

Editor’s notes

Course Fees

Find out more

Short course

Equinet Academy

2 days

SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5006-1.1 Integrated Marketing

Conducted by the only school in Singapore specializing in digital marketing education, this course is backed by a comprehensive curriculum, taught by a real practioner, combining the best of both worlds between practicality and academic rigor.

From $37 after 95% subsidies

Equinet

Diploma

PSB Academy

Full-time (12 months), Part-time (24 months)

PSB Academy is registered with CPE

PSB Academy is one the top 3 private education institutions in Singapore, established in 1964.

S $6420 (Full-time, local admissions), S $5,264.00 (part-time, local admissions)

PSB

Online course

Squared Online

5 months (6-8 hours weekly)

The course was developed in conjunction with Google.

What else can we say, Google is the giant in the online world and beyond.

SGD 3,895

Squared Online

 


Marketing Resources: Magazines, News, Directories, etc, You Can Use In Singapore

Here, it is shown the list of marketing magazines, newspapers and directories with their details

List of marketing magazines, newspapers and directories

Details with web links

Marketing Magazine (Singapore)

 

Originally launched in June 2002, Marketing magazine is Asia’s leading source of advertising, marketing and media intelligence with editions in Singapore.

Web link: https://www.marketing-interactive.com/apac

The Singapore Marketer

The Singapore Marketer magazine is the quarterly publication of Marketing Institute of Singapore that congregates the latest trends and issues that concern marketers today. Web link: https://www.magzter.com/SG/Marketing_Institute_of_Singapore/The_Singapore_Marketer/Business/

The Magazine for Modern Marketing

 

This Site is owned and operated by AdAsia Media Pte Limited (the Publishers), a company registered in Singapore. The name AdAsia and the logo are trademarked and are copyright. Web link: http://www.adasiaonline.com/term-conditions/

The Drum

Latest marketing and advertising news for Singapore, including insights and opinions.

Web link: https://www.thedrum.com/topics/singapore

Made in Katana

 

Sydney-Based Made in Katana opens Singapore branch

 

Read more at: https://marketingmagazine.com.my/sydney-based-made-in-katana-opens/

Digital Market Asia

Digital Market Asia is a Singapore based media house that caters to the marketing community in the digital age. The company’s flagship news portal, www.digitalmarket.asia.

 

United Resources Marketing Services

United Resources offers the best fall protection equipment in Singapore. They also offer safety protective equipment marketing solutions across various issues. https://unitedresources-intl.com/

Pacific Marketing Resources

Promote your business with branded products and apparel for events, conferences and marketing opportunities. Web link: https://www.pacmarllc.com/

 


Marketing Institutes and Associations In Singapore

Here, it is shown the top listed marketing institutes/associations in the Singapore

Name of Marketing institutes/associations

 

Website link

Address and contact details

Marketing Institute of Singapore

 

https://www.mis.org.sg/

 

51 Anson Road #03-53 Anson Centre, Singapore 079904

Tel: 6327 7580 Email: [email protected] / [email protected]

Data-Driven Marketing Association of Singapore (DMAS)

http://www.dmas.org/

10 Eunos Road 8 #13-07 Singapore Post Centre Singapore 408600

Tel: 6227 8055

Email: [email protected]

Singapore – The Marketing Society

https://www.marketingsociety.com/region/singapore

 

Events

+44 (0)208973 1360

[email protected]

 

General enquiries

[email protected]

 

Hospitality Sales and Marketing Association International

https://hsmaiasia.org/singapore/

[email protected]

Institute of Advertising Singapore

http://ias.org.sg/

114 Lavender Street #10-87 CT Hub 2 Singapore 338729

Tel:+65 6220 8382

Asia Content Marketing Association

https://www.asiacontentmarketing.net/

70 Shenton Way, #10-06 [email protected] Singapore 079118

Tel: 97504024


Marketing Events in Singapore

These are list of upcoming marketing events in Singapore.

Name of the events

Location

Date

Description of the events

Technology for Marketing Asia (TFM)

Sands Expo and Convention Centre, Singapore

Wed, 09 – Thu, 10 Oct 2019

Technology for Marketing Asia will bring together CMO, Content Marketing Manager, Digital Brand Manager, Digital Marketing Manager, Director of Digital Marketing, Internet Marketing Director, SEO Manager.

Student Recruitment and Marketing Asia conference

Ramada Singapore at Zhongshan Park, Singapore

Wed, 23 – Thu, 24 Oct 2019

Student Recruitment and Marketing Asia conference will Focus on Student Recruitment and Marketing.

FSSER International Conference on Occupational Sciences, Business Ethics, Marketing Management, Economics & Social Sciences (OBMES)

Aqueen Paya Lebar Hotel, Singapore

Sun, 03 – Mon, 04 Nov 2019

International Academic Conference promote international dissemination of knowledge and development of cross-national academic fraternity. The participants come from different backgrounds and countries.

Promax Asia

The Arts House, Singapore

Thu, 28 – Fri, 29 Nov 2019

Promax Asia aims to provide a platform to the writers, designers and the marketers from the common ground of promotion and design to come and join the meeting with the only objective to promote these industries.

Digital Marketing World Forum

Sands Expo and Convention Centre, Singapore

Tue, 18 – Wed, 19 Feb 2020

Explore the Future of Digital Marketing Technologies

The Digital Marketing Show

Suntec Convention Centre, Singapore

Tue, 18 – Wed, 19 Feb 2020

Aviation Marketing event will display products like mobile marketing, digital advertising, and search engine marketing, to that of analytics software associated with this field, etc.

Aviation Marketing Asia

Suntec Convention Centre, Singapore

Tue, 18 – Wed, 19 Feb 2020

Aviation Marketing Asia is the stage for the C-suite, the influencers and the game changers to meet and share ideas on the latest and most vital innovations that are changing the way full-service airlines.

Digital Marketing Summit

Ramada Singapore at Zhongshan Park, Singapore

Thu, 20 Feb 2020

Digital Marketing Summit, as 2019 progresses, the digital marketing landscape that encompasses SEO, social media, PPC, content marketing and more is witnessing a dramatic shift.

Brand Marketing Leaders’ Summit

Singapore Marriott Tang Plaza Hotel, Singapore

Wed, 22 – Thu, 23 Apr 2020

Brand Marketing Leaders Summit will gather the most influential, knowledgeable and innovative digital strategists and marketers both regionally and across the globe.

Content Marketing Summit Asia (CMS Asia)

Singapore

Wed, 19 Aug 2020

Largest Content Marketing event in APAC for 7 years.

B2B Marketing Leaders Forum Asia

PARKROYAL on Pickering, Singapore

Wed, 19 – Thu, 20 Aug 2020

Where B2B marketers become revenue generating machines, secure larger budgets and a stronger voice in the C-suite.


List of top 20 marketing agencies in Singapore

Singapore as a market is booming for marketing agencies. There are many international agencies having an eye on Singapore market whereas there are many home-grown agencies who are doing a pretty good job of digital activities and initiatives. Here is a list of some of the marketing agencies that are currently based in Singapore.

Name

Contact

1. MediaOne

4B Craig Road Singapore 089664

Website: mm.com.sg Email: [email protected] Tel: 67899852

2. 24K Design Studio Pte Ltd

35 Kallang Pudding Road, #02-04 Tong Lee Building A, Singapore 349314

Website: 24k.com.sg Email: [email protected] Tel: 6844 0132

3. Activa Media

60 Paya Lebar Road #12-51/52, Paya Lebar Square, Singapore 409051

Website: activamedia.com.sg Email: enquiry @activamedia.com.sg Tel: 6235 6678

4. AD Cool Media

391B Orchard Road Ngee Ann City Tower B, #13-09 Singapore 238874

Website: adcoolmedia.com Tel: 8699 8989

5. Brew Interactive

111 North Bridge Rd, #08-19, Singapore 179098

Website: brewinteractive.com Email: [email protected] Tel: 6814 2952

6. Aiden Creative

229 Mountbatten Road, #02-41 Mountbatten Square, Singapore 398007

Website: aidencreative.com Email: [email protected] Tel: 6364 8846

7. Purple Click

61 Science Park Road, The Galen #05-19/21 Singapore 117525

Website: purpleclick.com Email: [email protected] Tel: 6533 8655

8. Ate ideas

391B Orchard Road, Ngee Ann City Level 22, Tower B, Singapore 238874

Website: ate.bz Tel: 6592 0554

9. Biz Edge Consultancy

64 Flora Road #01-08 Singapore 506911

Website: bizedgeconsultancy.com.sg Tel: 8172 6968

10. Brand Rich LLP

5001 Beach Road, 06-26 Golden Mile Complex, Singapore 199588

Website: brandrich.com Email: [email protected] Tel: 6392 4590

11. Clickr Media

2 Alexandra Road #06-04 Delta House, Singapore 159919

Website: clickrmedia.com Email: [email protected] Tel: 6566 9556

12. ClickTRUE

998 Toa Payoh North, #03-25, Singapore 318993

Website: clicktrue.biz Email: [email protected] Tel: 6950 3366

13. Clickworkz Solutions

6 Raffles Boulevard, Marina Square #03-308, Singapore 039594

Website: clickworkz.com Tel: 9850 9409

14. CommIT Consultants

14 Robinson Road, #13-00 Far East Finance Building, Singapore 048545

Website: commit.com.sg Email: [email protected] Tel: 3163 1098

15. Conversion Hub

61 Ubi Ave 2, Automobile Megamart #07-07 Singapore 408898

Website: conversion-hub.com Tel: 6844 3935

16. Convertium

273B/C, South Bridge Road, Singapore 058822

Website: convertium.com Email: [email protected] Tel: 6236 6400

17. Webcada

22 Sin Ming Lane, #06-76 Midview City, Singapore 573969

Website: webcada.com Email: [email protected] Tel: 6334 3168

18. Digital Media Nerds

62 Ubi Rd 1, #06-24 Oxley Bizhub 2 Singapore 408734

Tel: 6846 9189

19. Diseno Advertising

19 Tanglin Road, #06-53 Tanglin Shopping Centre Singapore 247909

Website: diseno.com.sg Email: [email protected] Tel: 6836 5168

20. De Mellows

Prosperity Building #04-01, 70 South Bridge Rd, Singapore 058700

Website: demellows.com Email: [email protected] Tel: 6909 5392

 


Conclusion

Singapore is well known for its level of innovation as well its fast-growing economy. And these are the characteristics that make it the perfect mecca for new business owners, especially when it comes to marketing and advertising. It’s easy going business climate affords quick startup opportunities, reduced taxes and tax benefits, swiftly enforced rulings on contracts and easy to get construction permits. Content marketing, conversion optimisation, the power of the consumer, real marketing, and video marketing are all trends that Singapore owners hope will make their businesses more productive. Luckily, there are several forms of advertising that can ensure that your campaign goes smoothly. All it takes is a little dedication and experimentation to figure out which one appeals most to your audience.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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January 02, 2020

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