The Importance of Sustaining Your Online Presence in a Post-Digital World

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With drastic shifts in social media use and artificial intelligence on the business agenda, digital has reached peak levels of omnipresence across most sectors, while the battle for numero uno intensifies.

The fluid and rapid nature of digital marketing—from search engine optimization (SEO) to social media marketing—is such that no strategy or campaign is truly capable of standing the test of time.

Much like the “nuts and bolts” that make up a machine, the groundwork of one’s plan of action when it comes to establishing an online presence must also be constantly monitored and nurtured for prolonged effectiveness; especially in an unpredictable business landscape where challenges surely abound.

On one hand, there is a need to stay in the know about latest industry practices such as the ever-changing algorithm updates on big, great Google. On the other, one must also try to get ahead of the curve in anticipation of any shifts and changes that are likely to occur in the domain of digital marketing. The integration of these approaches are particularly crucial for a lot of both small and large enterprises nowadays so as to avoid being saddled to a rut of stagnation and falling rankings.

According to former Google search guru Matt Cutts, the search engine alters its algorithm approximately 350 to 400 times annually which possibly comes down to an average of once a day. This means there is no tactic that is indeed evergreen: for digital campaigns to thrive, there has to be a series of continuous engagement involving routined analysis and adjustments made according to their levels of performance at any given period of time.

What lies ahead in the foreseeable future?

Ever since smart devices were known to be in existence, digital marketing has undeniably moved into a much more nuanced territory, in line with evolving consumption habits that are further impacted by the rise of machine learning and artificial intelligence (AI).

Rather than just tuning into conventional media, high percentages of varying demographics are immersing themselves into the influential clout of social media as well as new multimedia platforms where brands can now pick up insights and analytics at all bases and touch points.

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This solid application of AI then allows businesses to attain a deeper and more intimate understanding of their consumers’ behaviours, and even pave opportunities for brands to reach out to potential customers before these customers actively seek them.

While website copy and high-volume, powerful keywords remain to be a firm determinant of a strong web presence, it won’t be long before positive social engagements on sites like Facebook and Twitter eventually shape the way search engine results pages (SERPS) roll out.

What were once platforms for peer-to-peer interaction have now transformed into breeding grounds for data-driven innovation and one-to-moment forms of market penetrations. On top of merely investing in an omni-channel form of delivery, brands are finding new ways to get more personalised and creative when it comes to intercepting their audience at a micro level.

The shift from text, to visual and now voice has also begun to take place. Despite being in its infancy, voice search is gaining traction and has been predicted to disrupt current keyword strategies and revolutionize the entire user experience in years to come.

A study revealed that more than 40% of teenagers and adults are already using voice search on a daily basis and this figure is expected to only grow from here.

Digital Marketing Is A Restless Mistress

What then can entrepreneurs who heavily depend on the online generation of sales and leads do to keep up with the times and stay on top of their game?

At a glance, a digital marketing expert may not appear fundamentally necessary to the core operations of one’s business as much as a lawyer or accountant does. However, under circumstances that your digital marketing requirements are very much beyond your in-house capabilities, it is perhaps wise to acquire external support (as most companies today do) from the savvy gurus themselves.

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Pioneer agencies in Singapore the likes of MediaOne not only provide a transparent, comprehensive range of support for online visibility and measurable return on investment (ROI) but also offer courses and training for companies to better equip themselves with all the know-hows when it comes to SEO in the realm of digital marketing.

Essentially, businesses today have to inevitably do whatever it takes to dominate new verticals and gain a competitive edge both effectively and cost-efficiently. While the goals and objectives of digital marketing have remained relatively similar, the ways of achieving them have shifted immensely where brands now have to look towards more relationship-focused attribution models.

There are of course various ways this can be accomplished. These include, but are not limited to, taking advantage of propensity modelling and predictive analysis to acquire a clearer picture of consumer patterns or by using AI-powered systems like chat bots to boost user experience and ease existing jobs. It is no excuse for businesses to keep themselves in the dark when emerging tools and platforms in the market like Wordsmith and Acrolinx are capable of elevating productivity by translating data into usable content with much scalability and precision.

As traditional streams of consumer reach steadily fade out over time, the future of digital marketing is promisingly leaning towards a more dynamic playing field that will keep businesses on their toes.

As it stands, social media and artificial intelligence will persist to blow up in even colossal proportions which means it has never been more imperative to connect the dots between content creation and advancing mobile technology, link building and the Internet of Things (IoT).

Businesses have to quickly identify pressing problems and seek the best-performing solutions on the grounds of versatility and functionality—both which now play significant roles in the sphere of digital marketing—or risk missing the mark altogether.

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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