Singapore is a small but powerful city-state that is known for its advanced technology and digital infrastructure. As a result, digital marketing has become an essential part of any business strategy in Singapore. From social media platforms to even podcasting, the options for digital marketing in Singapore are vast and varied. But with so many options available, it can be difficult to know where to start. That's why we've created this ultimate guide to digital marketing in Singapore.
In this guide, we will cover the most popular and effective digital marketing channels in Singapore. With this guide, you'll have all the information you need to create a successful digital marketing strategy for your business in Singapore.
5 Guides to Digital Marketing in Singapore ⬇️
Guide 1: The TikTok and YouTube Effect
Mastering Video Marketing in Singapore
Let me tell you about the continued growth of TikTok and video in Singapore. TikTok, the short-form video app that has taken the world by storm, is not going anywhere any time soon. In fact, for two years in a row, TikTok has been the highest grossing (non-game) app in the world and by the end of 2021 it was actually the highest grossing app including games.
In Singapore, TikTok is securely in the top 3 social media platforms, just behind Facebook and Instagram. But here's the thing: Singaporeans are not just using TikTok, they're obsessed with it. TikTok users in Singapore spend an average of 95 minutes per day on the app and open it 8 times a day.
And it's not just kids and teenagers using TikTok. Even B2B and healthcare companies are starting to step into TikTok for marketing. But TikTok isn't the only platform seeing this kind of growth.
YouTube, the other massive platform for video in Singapore, is also seeing incredible digital marketing reach. In Singapore, people spend two-fifths of their online time watching videos and 88% of YouTube's reach in Singapore comes from users over 18.
So how can you take advantage of this?
Two ways: advertise and be active. By advertising on TikTok and YouTube, you can tap into their growing ad revenue. But don't just stop there. Consider creating your own video content and give organic growth a shot. Post valuable video content regularly and see what happens.
You can also try the soft-sell approach of influencer marketing on these platforms. Take a look at the example above. The YouTube video features Zalora, a Singapore-based online fashion retailer, collaborating with Leah Shannon, a Singaporean influencer and content creator. The video featured Shannon creating several outfits for a "summer lookbook", which are all purchased from Zalora. Throughout the video, Leah gives her honest opinion about the fit, quality, and style of the items she bought. Overall, this video is an effective example of influencer marketing as it showcases Zalora's products in a natural and relatable way. Additionally, the influencer, Leah Shannon, has a good reputation and a strong following, making her an ideal partner for Zalora.
For some brands, working with Singapore social media agencies help them
Guide 2: WhatsApp Marketing
A Game Changer in Singapore
Let’s talk about the incredible growth of WhatsApp and digital advertising options in Singapore. As of February 2022, WhatsApp was the most used social media platform in Singapore, far and away the most used messaging app. Singaporeans are within the WhatsApp app everyday, all day long–even more frequently than TikTok.
Take a look at Adidas’ WhatsApp campaign. Adidas has leveraged the power of WhatsApp to connect with customers and promote new products. In 2019, the company took it one step further by utilizing WhatsApp to help recreational sports players rent professional athletes for upcoming games. They also recognized that athletic teams were already using WhatsApp for team-wide announcements and communications, so
Adidas created a temporary WhatsApp group for recreational athletes and coaches to send messages with details about their sport, the schedule of their next game, and why they needed a professional athlete.
How can you capitalize on Singaporeans’ constant use of WhatsApp?
Well, WhatsApp doesn't necessarily allow you to run ads directly on its platform, but you can utilize WhatsApp to start conversations with prospects - as long as you've created a WhatsApp Business account. This will allow you to set up a Chatbot that integrates with WhatsApp, as well as run ads on Facebook that will direct clickers to a conversation in WhatsApp.
After setting up a WhatsApp business account, you can integrate the service with Facebook or a chatbot of your choice by linking the two. WhatsApp is a fantastic tool for converting Singaporean prospects into qualified leads and customers, though it may not be the best way to expand your pipeline. If you want to increase your MQL to SQL conversion rate, take into account incorporating it into your current marketing campaigns.
Guide 3: Podcasting in Singapore
A New Frontier for Marketing
Podcasting is a rapidly growing medium in Singapore, with Singaporeans dedicating a significant portion of their time listening to them. Singaporeans listen to podcasts for about an hour daily–that’s a 54% increase from 2021! The trend continues to rise and is likely to remain a popular medium for consumption of content.
So, what does this mean for you?
Podcasting presents a unique opportunity to build a community of listeners and connect with a targeted audience. While creating your own podcast can be an effective strategy, it is also possible to leverage the audience of existing podcasts through advertising. Podcasts commonly feature advertisements, and there are several ways for brands to advertise on podcasts such as through native ads, product placement, sponsored content, paid interviews, or streaming ad insertion.
There are many Singapore-focused podcasts across a variety of topics, it's worth finding a few that align with your target audience and approaching them about potential partnerships or sponsored content. If you're uncertain about which approach to take, starting with native ads or sponsored content with a local Singaporean podcast can be a great way to dip your toes in podcast advertising without a significant investment.
Guide 4: Gaming
The Next Big Thing in Singapore Marketing
Gaming marketing in Singapore is ripe with opportunities. With more than 1.4 million Singaporeans regularly gaming on various platforms for an average of 8 hours per week, it is a vast and engaged audience.
What opportunities can you take advantage of?
Many marketers have been hesitant to advertise within gaming apps, assuming that gamers are too absorbed in their play to pay attention to new brands. However, in-game advertisements are becoming more prevalent, providing an excellent opportunity for marketers to reach this sizable audience.
In addition, the growth of eSports in Singapore presents a unique opportunity for larger brands to engage with gamers through sponsoring competitions. If your marketing budget doesn't currently allow for sponsoring an eSports event, consider starting with localized in-app display ads. If your budget and target audience align, consider investing in sponsoring an eSports competition in Singapore in 2023.
Guide 5: The Metaverse
Exploring the Future of Marketing in Singapore
AR and VR are no longer just buzzwords, they are a reality. With over 100 million active users in the US alone, it's clear that this technology is here to stay. And as we look to Southeast Asia, we expect to see a similar surge in adoption. The VR Headsets segment in Singapore is projected to grow by 9.96% resulting in a market volume of US$23.04 million by 2027.
So, what does this mean for marketers?
The future is uncertain, but one thing is for sure, big brands will soon be experimenting with advertising in the metaverse. Facebook, for example, has already begun testing ads within Oculus, though the results have been less than impressive.
My advice to marketers is simple: stay vigilant and be ready to capitalize on opportunities as they arise in the next year or two.
The most recent metaverse marketing effort in Singapore is by Sentosa Island. Sentosa Island has entered the metaverse world with the launch of SentosaLand on Roblox. Players can visit a virtual version of the island, tour reimagined versions of the Imbiah Magical Forest, chill out at a beach club, or get lost in a garden maze. Plus, you can collect coins to win prizes including a staycation package on the island. How cool is that? The future belongs to those who are prepared.
Singapore is a thriving hub of technology and innovation that has created a demand for digital marketing strategies. This guide offers a comprehensive look at some of the most popular and effective digital marketing channels in Singapore, including TikTok and YouTube, WhatsApp, Podcasting, Gaming, and the Metaverse.
By understanding these channels and staying up to date with the latest trends, businesses can create a successful digital marketing strategy that takes advantage of the opportunities that arise in Singapore's fast-paced digital landscape. As the digital landscape in Singapore is constantly evolving, it is crucial to stay informed and adapt to the changing trends to stay ahead of the competition.
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