The IMD World Competitiveness Center ranked Singapore as the most competitive country in the world. The country became the business hub of Asia because of its stable government, openness to startups, and attractive market–highly educated, affluent, and internet-connected.
As a marketer or a business owner, you must know how to rise above this competitive market. In this article, you will learn about the essential trends, consumer behaviours, agencies, and strategies to help you succeed in marketing in Singapore.
What is Marketing?
Before we dive into the marketing landscape of Singapore, let’s understand marketing first.
Marketing is an aggregation of efforts to drive sales and grow the business. It involves promoting, selling, and distributing a product or service. It includes activities and strategies to understand customer needs, create value, and build strong customer relationships.
Marketing often needs to be clarified with Advertising. The latter is a subset of marketing that uses paid media to promote a brand to a target market. Many campaigns integrate both organic and paid efforts to ensure marketing success.
After an overview of marketing, let’s focus on the marketing trends in Singapore. In the next segment, you can learn how local brands used the current marketing trends to their advantage.
5 Key Marketing Trends in Singapore
As a marketer, you must leverage these trends to engage with your target audience effectively. Knowing these trends lets your brand stay on top amid the dynamic and highly competitive Singaporean marketing landscape.
1. The Growth of Video Marketing
Wyzowl surveyed in 2023 to inquire about how brands use video marketing. They reported that 91% of business respondents use video as a marketing tool, an all-time high since they started tracking in 2016.
Image source: Wyzowl Video Marketing Statistics 2024
Moreover, the survey reported that brands said video marketing gave them a good ROI. 90% of the survey video marketers said their efforts increased brand awareness, 86% reported that their web traffic boosted, and 87% said their sales grew.
There is also a growing focus on the short-form video format. Vidico stated that short-form content retains 50% of viewers, and 75% prefer video over text to learn about products and services. It is also mindblowing to note that the global ad revenue of short-form video content will surpass USD 10 billion in 2024.
With this, almost all social media platforms have short-form video formats to compete with TikTok—Meta’s Reels and YouTube Shorts.
Case Study: Grab Singapore
In Singapore, marketers take advantage of the growing preference for videos. For instance, Grab, the ride-hailing service app, utilises engaging videos to boost brand awareness and customer engagement. Their video content is widespread across different social media platforms.
“The Most Boring Ride Ever” by Grab Singapore
The video ad is Grab’s way of celebrating International Women’s Month. It is a strong statement of how safe Grab rides are, that even women can sleep in the car safely and soundly. The ad states that the car ride is boring and uneventful, an indirect tell of safety, an effort to provide a safer space to women.
2. The Continued Rise of Influencer Marketing
Influencer marketing is still strong in Singapore. Marketing Interactive reported that 82% of survey participants in Southeast Asia admitted that celebrities and influencers affect their purchasing decisions. As per gender, females listen to influencers more regarding beauty; meanwhile, males trust influencers with electronic recommendations.
Moreover, Statista reported an interesting influencer trend in Singapore—the rise of micro-influencers. These are people who have 10,000 to 100,000 followers.
Statista analyst explains why brands prefer to work with micro-influencers, “Brands are recognising the value of working with micro-influencers who have a more niche audience and can deliver higher levels of engagement and conversion.
The desire for more targeted and personalised marketing campaigns drives this trend.”
Image source: Famesters Influencer Marketing Report
Case Study: Shopee Singapore
Shopee is one of the e-commerce giants in Southeast Asia. Its monthly Super Shopping Day offers customers massive discounts. To increase the reach of its promotions, Shopee collaborates with local influencers and celebrities for its campaign. These influencers create buzz and drive significant traffic to the platform, leading to increased sales.
Image source: Shopee Facebook
In Shopee’s Great Shopee Sale, they collaborated with Singaporean comedian actors Mark Lee and Phua Chu Kang to be their ambassadors.
Moreover, they also utilised the power of small influencers and user-generated content creators on different platforms. These small influencers often do product hauls, reviews and tutorials. Afterwards, they promote the e-commerce platform.
3. Adoption of Artificial Intelligence (AI)
Since Singapore has a high internet penetration, it is not surprising that Singaporean marketers are among the first to be open to using AI in their marketing campaigns.
Frontier Enterprise reported that most Singaporean marketers have implemented AI into their campaigns, with 78% having “experimented with or fully implemented AI into their workflows.”
Frontier also reported that AI has three common uses in marketing:
- Content Generation
- Automating Customer Interaction
- Improving Customer Segmentation or Lookalike Audience Modelling
Case Study: Lazada
Another e-commerce mammoth in SouthEast Asia is Lazada. It is one of the known e-commerce companies that utilise AI to personalise users’ shopping experience. Through AI, Lazada can recommend products based on the user’s browsing history and purchase behaviour.
Recently, it launched LazzieChat, an AI chatbot. LazzieChat automates customer interactions and streamlines customer inquiries. With this, the e-commerce platform has seen higher customer satisfaction and increased sales.
Image source: Microsoft News
4. Expansion of E-Commerce and Omnichannel Strategies
E-commerce growth continues, with businesses implementing omnichannel strategies to provide a seamless shopping experience across online and offline channels.
Channel News Asia reported that “almost all Singapore households have internet access, smartphone ownership at 97%.” With this high internet connectivity and mobile ownership, Singaporeans are leaning towards digital convenience, hence the preference for online shopping. Revenue-wise, Singapore will reach a whopping USD 5.04 billion in 2024, with a compound annual growth rate of 10.76%.
In addition to the existing e-commerce giants Shopee and Lazada, established brands like Love, Bonito, and Boxgreen are entering the online shopping industry.
Image source: Love, Bonito
Image: Boxgreen
5. Sustainability and Social Responsibility Marketing
A study by Vlerick Business School reported that Singapore and South Korea showed the highest willingness to purchase from brands that aim for sustainability, positive societal contribution, and inclusivity.
Moreover, in the same study, Gen Z showed more willingness to pay for premium brands that highlight sustainability than older generations. Gen Z will be part of many brands’ primary target market segments in a few years. Brands must pay attention to this notable consumer behaviour.
Case Study: Unilever
A few years ago, Unilever, a wellness conglomerate, launched the “Sustainable Living Plan.” The campaign focuses on reducing environmental impact and improving social impact. In Singapore, Unilever runs campaigns to educate consumers on sustainability and promote eco-friendly products.
Traditional Marketing vs Digital Marketing Strategies
There are two main types of marketing: Traditional and Digital.
Traditional marketing uses offline methods to promote a brand and to reach the audience. It has been a go-to for marketers for many decades. Its main advantage is its ability to reach a broad audience. However, that same fact is its main disadvantage. Because of its broad reach, it does less precise targeting but with higher costs.
Meanwhile, digital marketing utilises online platforms to promote a brand. It allows the creation of targeted, interactive, and measurable campaigns, yet more cost-effective and flexible.
Now, let’s move on to the marketing strategies you can utilise to campaign in Singapore successfully.
Top 5 Effective Digital Marketing Strategies in Singapore
Below is a comparative matrix of Singapore’s five effective digital marketing strategies. You can see its pros and cons to help you decide which will satisfy your marketing objectives. Afterwards, there is an in-depth discussion with examples or brief case studies about each strategy.
| Strategy | Effectiveness | Pros | Cons |
| SEO (Search Engine Optimisation) | Drives organic traffic and improves visibility on search engines |
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| Social Media Marketing | It helps build brand awareness, engage with customers and drive traffic to websites |
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| Content Marketing | Builds trust and authority, leading to higher conversion rates and customer loyalty |
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| PPC Advertising | It provides immediate visibility and can target specific demographics and interests |
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| Email Marketing | Cost-effective and offers high ROI by nurturing leads and maintaining customer engagement |
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Search Engine Optimisation (SEO)
SEO involves optimising a website’s content to rank higher in search engine results pages for relevant keywords. It drives organic traffic and improves visibility on search engines like Google, which is crucial for reaching a broad audience.
Application: Local businesses like restaurants and retail stores often use SEO to appear in local search results, attracting nearby customers.
Social Media Marketing (SMM)
SMM utilises online platforms like Facebook, Instagram, LinkedIn, and TikTok to engage with the audience through posts, stories, or ads. It helps build brand awareness, engage customers, and drive website traffic.
Application: Brands like Charles & Keith or Love, Bonito use their Instagrams to showcase their latest collections, interact with followers, and run target ad campaigns.
Image source: Charles & Keith Instagram
Content Marketing
In content marketing, you create and share valuable, relevant, and consistent content to attract and retain a clearly defined audience. This strategy builds trust and authority, leading to higher conversion rates and customer loyalty.
Application: DBS Bank uses a content marketing strategy that includes blogs, infographics and videos to educate customers about financial products and services.
Image source: DBS Bank Facebook
Pay-Per-Click (PPC) Advertising
PPC advertising involves placing paid ads on search engines, social media platforms, and other websites. Advertisers pay each time a user clicks the ad. This type of advertising provides immediate visibility and can target specific demographics and interests.
Application: Lazada frequently runs PPC campaigns on Google and Facebook to promote sales events and special offers, driving traffic and sales.
Email Marketing
Email marketing involves sending targeted emails to a list of subscribers to promote products, share news, and build relationships. This cost-effective strategy offers high ROI by nurturing leads and maintaining customer engagement.
Application: Shopee and FairPrice use email marketing to inform subscribers about flash sales, new arrivals, and personalised recommendations based on previous purchases.
You can incorporate these strategies into your digital marketing campaign to increase its success. These strategies can significantly enhance your brand’s presence and engagement in Singapore’s digital landscape.
Top 5 Effective Traditional Marketing Strategies in Singapore
These traditional marketing strategies are still relevant and effective in Singapore, especially when integrated with digital efforts for a comprehensive marketing approach. Below is a comparative analysis of Singapore’s top five effective traditional marketing strategies.
| Strategy | Description | Pros | Cons |
| Print Advertising | Ads in newspapers, magazines, brochures, and flyers |
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| Television Advertising | Ads broadcasted on TV channels |
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| Radio Advertising | Ads aired on radio stations |
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| Outdoor Advertising | Billboards, transit ads, and posters in public places |
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| Direct Mail Marketing | Sending promotional materials directly to homes and offices |
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Print Advertising
Print advertising includes placing ads in newspapers, magazines, brochures, and flyers to reach a specific audience. Ads are tangible and deemed credible. They can be targeted ads if you consider the demographics of the publication’s readership. Another good thing about print advertising is that it offers a sense of legitimacy and permanence.
However, print media readership is declining, and reach is limited. Also, print ads are less interactive and more challenging to measure regarding success or ROI.
Case Study: The Straits Times
Established companies like Marina Bay Sands frequently use print ads in The Straits Times to promote events and services, targeting the newspaper’s affluent readership.
Image source: The Straits Times
Television Advertising
TV advertising involves broadcasting commercials on TV channels to reach a broad audience. It has a wide reach and high impact because it combines visual and auditory elements to create a memorable experience. However, TV advertising is expensive in terms of airtime and production costs.
Case Study: NTUC FairPrice
NTUC FairPrice still runs TV commercials to advertise promotions and new product lines, leveraging the broad reach of national TV channels.
Radio Advertising
Radio advertising involves airing auditory ads on radio stations, targeting listeners of specific stations or shows. It is relatively cost-effective and suitable for local reach. It also offers repeated exposure through frequent airing. On the other hand, radio ads lack visual appeal and suffer from audience fragmentation due to numerous stations and channels.
Case Study: Class 95 FM
Big brands with budgets, like McDonald’s, use radio ads on Class 95 FM to promote new offerings, benefiting from the station’s high listenership during peak hours.
Image source: Today Online
Outdoor Advertising (OA)
Outdoor advertising includes billboards, transit ads, and posters placed in high-traffic areas for maximum visibility.
OA provides high visibility and constant exposure to a broad audience, which is advantageous for brand awareness. However, outdoor ads are expensive and offer limited space for messaging, making it challenging to convey detailed information.
Case Study: OCBC Bank
OCBC Bank has large billboards in strategic locations across Singapore to promote its banking services and other marketing efforts, capturing the attention of commuters and pedestrians. Below is an example of an OCBC outdoor ad about its free wifi zone on Orchard Road.
Image source: Today Online
Direct Mail Marketing
Direct mail marketing involves sending promotional materials like brochures to consumers’ homes and offices. It is a highly personalised and tangible direct mail that can target an audience. However, direct mail is often perceived as junk mail, resulting in low response rates.
Case Study: SingPost
SingPost runs direct mail campaigns for clients such as retail stores and financial institutions. They deliver targeted promotional materials to potential clients.
Top 5 Marketing Agencies in Singapore
Marketing on your own can be a dawning effort. The good news is that you do not have to do it alone. Some marketing agencies in Singapore can help you achieve your marketing goals.
Below is a comparative matrix of the top marketing agencies in Singapore. Also listed below are their essential services and achievements to help you decide which agency to select.
| Agency | Overview | Key Services | Achievements |
| MediaOne | The premier digital marketing agency known for SEO and online marketing expertise |
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Recognised for top-tier SEO services and effective digital marketing strategies |
| Ogilvy Singapore | Marketing agency known for creativity and integrated services |
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Consistently ranked among top agencies for creativity and effectiveness |
| Dentsu Singapore | Innovative, data-driven advertising and digital marketing agency |
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Strong track record in impactful digital campaigns |
| Edelman Singapore | Leading communications firm specialising in PR and brand strategy |
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Known for strategic communications and managing complex brand reputations |
| Havas Media Singapore | Comprehensive media and marketing services |
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Recognised for data-driven media strategies |
MediaOne
- Overview: MediaOne is a premier digital marketing agency renowned for its SEO and online marketing expertise.
- Key Services: SEO, SEM, content marketing, social media marketing, digital marketing analytics
- Clients: Canon, SingTel, Maybank, Enterprise Singapore
- Achievements: Recognised for top-tier SEO services and effective digital marketing strategies
Ogilvy Singapore
- Overview: Ogilvy is among the most well-known and respected marketing agencies worldwide. It offers a full suite of services, including advertising, branding, digital marketing, and public relations.
- Key Services: Integrated marketing campaigns, digital transformation, brand strategy, creative services, and public relations
- Clients: Unilever, Singtel, IBM, KFC
- Achievements: Consistently ranked among the top agencies for creativity and effectiveness
Dentsu Singapore
- Overview: Dentsu is a global advertising and digital marketing agency known for its innovative and data-driven approach.
- Key Services: Digital marketing, media planning and buying, content creation, data analytics, brand consultancy
- Clients: Toyota, Canon, Kao Corporation, Resorts World Sentosa
- Achievements: Strong track record in delivering impactful digital campaigns and innovative solutions
Edelman Singapore
- Overview: Edelman is a leading global communications firm specialising in public relations, marketing, and brand strategy.
- Key Services: Public relations, digital marketing, crisis management, content marketing, corporate communications
- Clients: Samsung, Shell, Microsoft, HP
- Achievements: Known for its strategic communications and ability to manage complex brand reputations
Havas Media Singapore
- Overview: Havas Media is part of the Havas Group, offering comprehensive media and marketing services focusing on meaningful connections between brands and consumers.
- Key Services: Media planning and buying, digital marketing, content creation, data analytics, performance marketing
- Clients: DBS Bank, Changi Airport, AXA, SingPost
- Achievements: Recognised for its data-driven media strategies and effective campaign execution
Frequently Asked Questions
What are the most effective digital marketing strategies in Singapore?
Singapore’s most effective digital marketing strategies include search engine optimisation (SEO), social media marketing, content marketing, pay-per-click (PPC) advertising, and email marketing. These strategies help businesses reach a broad audience, engage with customers, and drive conversions.
How do traditional marketing methods compare to digital marketing in Singapore?
Traditional marketing methods, such as print ads, TV commercials, radio ads, and billboards, offer broad reach and credibility but can be expensive and more challenging to measure.
Digital marketing, on the other hand, allows for precise targeting, real-time analytics, and cost-effective campaigns, making it more suitable for engaging with tech-savvy consumers in Singapore.
What is the current market size and growth trend of the marketing industry in Singapore?
The marketing industry in Singapore is significant and continues to grow, driven by advancements in digital technologies and increased online activity. According to recent reports, the digital advertising market is worth billions of SGD. Due to rising internet penetration and mobile usage, it can substantially grow in the coming years.
How can small businesses in Singapore leverage marketing to compete with larger companies?
Small businesses in Singapore can leverage digital marketing strategies such as SEO, social media marketing, and content marketing to reach their target audience effectively and compete with larger companies. Utilising local SEO to attract nearby customers, engaging with customers on social media, and creating valuable content can help small businesses build a solid online presence and drive growth.
