Digital Marketing
Published On: April 7, 2020 Revised On: June 2, 2023

Developing a Marketing Strategy in Singapore

Forming a marketing strategy can be daunting, especially when starting from scratch with no past data or guidelines to help. The never-ending changes with the latest web development technologies, marketing tools and software do not make work easier for marketers. Manoeuvring through unchartered waters is the norm, and let’s all work smartly by bringing up the right questions.

Here are 5 Essential Questions to ask when planning the following marketing strategy in Singapore.

What are the Overall Objectives?

Clearly defined goals are essential before starting a digital marketing strategy in Singapore. Start by first talking to management and stakeholders. The stakeholders include the shareholders, investors and sales, customer service, product engineers, frontline teams, and customer engagement.

Companies must ask themselves what they want to achieve through digital marketing efforts and how these objectives fit into their business goals. By analysing the competition and understanding current trends in the industry, companies can develop a unique plan tailored to specific needs. Objectives include improving customer engagement, brand awareness, generating leads, driving website traffic or increasing conversions.

  • Are they looking to increase sales or brand awareness?
  • What do they think are marketing’s responsibilities?
  • What did they think about past strategies?
  • What do they think marketing should focus on?
  • What are their goals, and how can marketing goals align with theirs? (This is the most critical question to ask when getting stakeholder support)

Navigating the marketing landscape can be challenging, especially when bombarded with conflicting information. However, it is crucial to prioritise an often overlooked aspect: aligning stakeholders’ plans with the marketing strategy. Failing to do so can result in an arduous uphill battle. By leveraging the power of an effective digital marketing solution, businesses in Singapore can successfully attain their objectives and secure a significant competitive advantage.

Setting Clear Marketing Goals

When devising digital marketing solutions in Singapore, an important question arises: What are the marketing goals? Identifying the key performance indicators (KPIs) or desired outcomes is crucial as they shape the strategies to be implemented. For instance, if the objective is customer retention rather than acquisition, less emphasis should be placed on lead-generation strategies.

Establishing clear and SMART goals (specific, measurable, attainable, realistic, and timely) is essential for measuring success and evaluating the strategy’s effectiveness. Examples of objectives include increasing website traffic by 10%, generating leads by 20%, expanding blog content by 15%, or enhancing brand awareness by 30%.

Furthermore, marketers must consider the methods of measuring success and tracking progress over time. By setting achievable targets and regularly monitoring results, companies can ensure that their digital marketing efforts positively impact their bottom line.

It is advisable to conduct at least three rounds of discussions with the management team to finalise the marketing goals. These goals serve as the foundation for the strategy and require a solid understanding. Even if the company is nimble and decisive, scheduling another meeting a few days later will ensure everyone is aligned and on the same page.

Use Effective Marketing Strategies

The most effective types of marketing solutions to achieve goals depend on specific marketing objectives. What strategies will give excellent and fast results? What marketing channels worked or failed in the past? Replicate past successes and learn from failures.

If the objective is to increase website traffic, a strategy focused on SEO and content marketing may be appropriate. This entails creating high-quality content optimised for search engines, incorporating targeted keywords, and maximising website visibility. Social media optimisation can also be leveraged to drive more traffic to the website. By engaging with customers on platforms like Facebook, Twitter, or Instagram, companies can establish relationships with their target audience and direct them to their websites.

In addition to search engine marketing and social media strategies, paid advertising campaigns can contribute to goal attainment. Platforms such as Google Ads or Facebook Ads enable companies to target specific audiences and tailor campaigns accordingly. It is crucial to closely monitor advertising campaigns to ensure they deliver the desired results.

For instance, fostering a community around a product, collaborating with an SEO agency, building awareness in forums, securing membership signups, and utilising various types of social media marketing can tap into communities of like-minded individuals and strengthen the brand.

Determining the most effective strategies can be challenging. Conduct thorough research and network with professionals in the industry. Joining marketing groups or communities allows for learning from their experiences, highlighting successes and failures in marketing endeavours.

Once the marketing channels have been narrowed down, follow an improvement loop consisting of planning, implementation, evaluation, and continuous improvement. It is crucial to stress to manage the inherent risks associated with new strategies. However, marketers can mitigate failure by employing sound marketing practices. By adopting a holistic approach and utilising various digital marketing tactics, marketers can increase their chances of success in efficiently reaching their desired outcomes.


Having the Necessary Resources

Successful digital marketing requires a combination of knowledge, strategy, and resources. To ensure digital marketing activities are successful, it is essential to assess the available resources at your disposal. This includes both financial resources as well as time and personnel resources.

Is your team or digital marketing agency in Singapore able to support you? Do you have the right software and tools?

Financial resources can be allocated to pay for software or services such as subscribing to the best website analytics tools, website hosting, search engine optimisation (SEO), and social media promotional videos. Consider any costs associated with staff training to ensure they have the knowledge and skills to carry out their desired digital marketing strategies. Always invest wisely when implementing a marketing strategy.

When planning for personnel resources, evaluate how many people are needed to manage digital marketing requirements successfully. This may include hiring specialists in different areas, such as digital content creation and SEO, or outsourcing tasks to experienced professionals, such as working with a web development company. Use free tools such as Google Seach Console and Google Keyword Planner, use free website design templates or build a website using Wix.

Engaging the management team and colleagues for their insights and opinions is highly beneficial. They may bring fresh ideas or anticipate potential challenges you might have overlooked. Involving more individuals in understanding and aligning with the direction can lead to better outcomes and a more comprehensive understanding of the goals and strategies. Collaboration and open communication within the team can significantly contribute to the success of digital marketing efforts.

Having a Marketing Budget

When determining the ideal budget for a digital marketing solution, it is crucial to prioritise return on investment (ROI) and consider resource allocation carefully. The appropriate budget will depend on the size and scope of your company’s requirements. Generally, a reasonable budget could fall within 1-3% of total revenue. However, it’s essential to remain flexible and adjust the budget as necessary, considering market conditions and specific goals. By regularly evaluating and adapting the budget, businesses can optimise their digital marketing efforts and maximise their ROI.


Developing a Digital Marketing Strategy in Singapore

By posing these five critical questions, marketers can effectively assess the most suitable digital marketing strategy for their needs and achieve optimal results with minimal effort and expense. It may require multiple revisions and iterations to arrive at the right approach, but perseverance is key. Taking small, steady steps before attempting grand leaps is essential for long-term success. With each revision, marketers can fine-tune their strategy and gain the confidence to navigate the digital marketing landscape.

Read more to find out more from the guide to website marketing!