Internet Marketing in Singapore
Internet marketing has become more popular than ever, with most brands working on their online presence to keep their relevance and also to keep in touch with their consumers. There are 5.45 million internet users in Singapore in January of this year—a whopping 92% of the entire population. If there is one thing that companies can hugely benefit from, it’s their online presence. After all, judging by its number of users, the internet is the best platform out there to showcase your products and services.
What is Internet Marketing?
Internet is an all-encompassing entity—anyone can put videos, blogs, images, and other types of content on it for various purposes. With the number of people and businesses that are using the internet, you might be wondering how you can make your brand recognised by the right audience.
This is where internet marketing takes place.
Marketing has always been about reaching out to your consumers and informing them about the products and services you offer. Print advertisements, billboards, and TV commercials are created for this purpose. Internet marketing is pretty much the same thing, except that you use digital media to reach your audience and tell them about your brand. Simply put, the internet, along with the smartphones that most people use these days, is your tool to connect with your customers, tell them about your brand, and lure them to purchase your products.
At some point, we also call it digital marketing.
What’s good about the internet is it offers distinct advantages that other platforms cannot simply provide. It has a wide scope of reach, it gives an option to create personalised content, the opportunity to build personal connections with your customers, and for the most part, it is cost-effective. Businesses rely on the internet to boost their brands and no doubt that you need it too, for the success of your business in the coming years.
How To Conduct Internet Marketing in Singapore
Internet marketing or digital marketing usually includes the process of understanding your target audience, doing substantial steps to create meaningful connections with them, and finally working to maintain this connection. Then you just repeat the process to expand your reach. There are a number of ways how to connect with your customers—the internet offers numerous options on this. In Singapore, this is how you conduct internet marketing:
Step #1: Define your user personas
Digital marketing success begins with being able to define your right target audience. Thus, the first thing you should do is to know the people with whom you are going to market your business. Your potential customers are out there—you just have to identify who they are exactly so that you know how you would communicate with them in ways that they would be interested in. You can do this by conducting surveys and interviews. You may want to ask them the following:
- their age brackets
- salary range
- the qualities they look for in a brand
- the factors they consider when buying a new product (e.g. price, packaging, customer feedback, etc.)
Your questions might slightly be different from these depending on the products and services you offer but this data should be able to give you the idea of which marketing channel works best for your target audience.
Step #2: Competitor analysis and SWOT analysis
It is crucial to know more about the brands you are competing with. It helps you evaluate your own brand and identify your competitive advantage over them. You can ask your target audience about your potential competitors during your survey. From there, you can analyse them and work on your brand’s distinct selling points.
Step #3: Identify your marketing goals
Just like all the other campaigns, your digital marketing efforts should gear toward a certain goal (or goals). These goals vary depending on what your brand needs and wants. To determine your goal, you need to ask yourself if you want to:
- increase your revenue, and by how much if this is the goal.
- increase your sales conversions and/or website traffic.
- establish your brand’s social media presence.
- Increase engagements on your social media pages.
Goals are important because they will help you establish the framework of your campaign. Just make sure that your goals are realistic and achievable within a given timeframe.
Step #4: Decide on the marketing channels you will use
Internet marketing provides a variety of ways when it comes to communicating with your customers. The marketing goals you’ve set will help you decide which channel suits the best for your brand. For example, if you want to generate more traffic on your website, you can focus on email marketing or producing useful and relevant blog posts. If you want to increase the number of engagements on your social medial pages, then you should strategise on social media marketing.
Step #5: Start working
Now you’ve reached the most exciting part—the execution of your campaign. This is the stage where you produce the collaterals and other materials needed for your digital marketing campaign.
Types of Internet Marketing
If there is one place where you can do practically everything, it’s the internet. You can communicate with both friends and strangers, showcase your talents, and of course, you can tell people about your business and the products you offer. There are also several ways how you can do internet marketing, and these are the most popular ones:
#1: Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
SEO is considered one of the pillars of digital marketing. Search engine optimisation fundamentally means working on your web pages so that it organically appears on Google when a user searches for a topic relevant to your content. This strategy needs a little more time and effort but can provide amazing results. Search engine marketing, on the other hand, is paid listings that drive traffic to your site.
Many people think that content marketing is essentially just any form of marketing. This perception is easily made because it can be in a form of blogs, videos, infographics, and even podcasts. However, its distinct feature is that it gives you the freedom to explore the possibilities of adding value to the lives of your consumers through content. This is how personal connections and far-reaching relationships are created between your brand and your consumers.
Social media marketing is pretty straightforward, and this is the type of internet marketing that everyone knows about. There’s hardly anyone who hasn’t seen the word “Sponsored” in their Instagram feed these days. With approximately 5.33 million social media users in Singapore, there’s no wonder that it is the best platform for advertisers to engage and communicate with their audience.
#4: Email Marketing
Email marketing has been there ever since internet marketing existed. It may be as old as time, but it still remains one of the most effective ways in driving website traffic through your links and informing your customers about your products and services. Many people these days still feel emails are personal, so this strategy also works best if you want to establish a certain connection with your audience.
#5: Affiliate Marketing
If you’ve seen social media influencers who provide links of where to buy the things they used in their content (not necessarily promoting them), that must be affiliate marketing. Basically, the influencers will receive a small commission each time a user clicks on their link and purchase a product through that link.
With almost the entire population using the internet, we have entered the era where businesses in Singapore need to invest in digital marketing to make their brands known and stay relevant. Keep in mind though, that successful internet marketing happens when you conduct thorough market research and competitor analysis. Focus on the strengths and the potential of your brand—identify its unique selling points and distinct qualities that your potential customers will consider. The results of your research, along with your marketing goals are what will determine the most effective marketing channel for your business. From there, you can come up with your content strategy, and execute from there.
The digital economy continues to grow and evolve, and therefore it is safe to say that digital transformation holds the future.
Learn More About Digital Marketing
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