The marketing industry in Singapore is well-developed and highly competitive, with a focus on digital marketing and data-driven strategies. Companies use a variety of channels to reach customers, including social media, email, and search engine advertising, as well as traditional methods such as television and print advertising. Singapore’s favorable business environment and its position as a hub for Southeast Asia make it an attractive destination for international brands looking to reach consumers in the region.
A lot of people think the internet is a ‘below-the-line’ marketing channel. But I see the digital space as more of a market than a marketing channel. Companies can learn a lot from consumers in this market – whether or not they’re selling online. And they can and should use this information across all aspects of their marketing.
We recently reviewed a client’s web traffic data and realized that despite all the options on the homepage, users were predominantly using the search tool to get product information. This wasn’t the original strategy for the site… or the intention of the search function.
We also learned which products were in hot demand. When there are 10,000 searches for a particular product every month, then it’s a good idea to feature that product in the print catalog. If another product is the hot topic for a single month, then that information should feed into the seasonal advertising.
Customers are constantly telling us what they want through their behavior online. The ability to track and measure this has been touted as one of the greatest benefits of the internet, but how far has this learning really gone?
We think all marketers should be using their clients’ websites to really listen to customers. We think it’s a smart way to deliver results on the line that matters most – the bottom line.