Digital marketing is all-the-rage in Singapore, and the obsession is not going anywhere. For so many reasons it makes absolute sense to pursue digital marketing as a career.
Just as I’m typing this, 82% of the Singapore population is on the internet. With time, we can expect this number to skyrocket owing to our access to one of the fastest internet speeds in the world.
And to fuel our ferocious appetite for digital consumption, our telcos are in heated rivalry to serve up competitive, unlimited data plans on a silver platter. It’s no wonder that Singaporeans are so glued to their smart phones!
Singapore: A Digitally-Connected “Smart Nation”
Suffice to say that Singaporeans are notorious for our heavy reliance on the Internet. It’s not without reason that we’ve been dubbed the second most Internet-addicted nation and one of the most active social media consumers in the entire world.
Digital marketing players Hootsuite and We Are Social’s research on Singapore’s key digital indicator shows just how high Singapore’s internet, social media and mobile user penetration are, to illustrate my point:
Growing Audiences for Your Digital Marketing Endeavors
Because of this high digital consumption, consumer behaviour is naturally affected.
For instance, 60% of consumers here said that the first source of product awareness during the pre-purchase research was through digital means.
To add, about the same percentage rely on online research before purchasing a product, be it digitally or offline. (Source: Consumer Barometer with Google)
Evidently, we are an immensely digitalised nation which is why businesses of every size in Singapore are ramping up their digital marketing efforts.
Even traditional SMEs with limited budgets want in on the action. On average, businesses here are spending a quarter of their ad spend on on mobile alone. This is owing to digital marketing’s cost-effectiveness, low barrier to entry and high measurability.
So, yes, finally.
Why Be a Digital Marketing Professional in Singapore?
Without further ado, here are 5 out of 10 important reasons:
1. An in-demand role
Regardless of the industry (from education, shipping and even something as random as asphalt concrete), digital marketing for a business is essential in a digitally-savvy Singapore.
Businesses here become more inclined to reach their audiences online and digital marketers who possess specialised skills and experience would make a vital part of their teams.
Let’s take a look at the top five skills gaps in digital marketing that organisations in Singapore need to fill (as researched by NTUC and Workforce Singapore):
About two out of three professionals feel that web/data analytics and content marketing skills are most lacking in their companies.
Many others – roughly 40% of them – feel that that they need people who are knowledgeable in mobile marketing, search engine optimisation and even digital marketing fundamentals.
2. Digital Marketing in Singapore Pays Well
By the simple concept of of supply and demand, when there is shortage in supply candidates with specialised digital marketing skills set(s) have greater bargaining power.
Also, assuming that we speak of degree holders, digital marketing executives may start off with SGD3,000 gross salary per month, and a digital marketing manager with a specialised skill set and up to 5 years experience may potentially earn SGD10,000 gross salary per month.
This is over and above the median salary of SGD 4,056 in Singapore (Source: MOM: Income Summary Table – Gross Monthly Income From Work).
3. The Work is Challenging yet exhilarating
With new tools, algorithms and technologies sprouting every minute around the world, digital marketing is arguably one of the most challenging yet exhilarating fields in business.
With the ever rapidly-evolving nature of digital marketing landscape in Singapore, the only constant is YOU and your willingness to adapt and catch up with the competition.
To thrive in this field, you’ll need to always be on your toes and be kept updated of both internal and external factors that may affect your campaigns. You’ll have to experiment and explore, while at times ranging over unchartered territories. Doesn’t that sound exciting?
4. You’ll get to wear many hats
Digital marketing involves a wide spectrum of roles.
Whether you choose to be a generalist or a specialist, your work will definitely be greatly influenced by one or more as aspects of digital marketing.
For instance, if your SEO strategy changes, so will your online editorial planning and content marketing. Or if your PPC campaigns are not driving your desired results, you may decide to implement tactics such as e-mail or social media marketing.
Since digital marketing roles may be new to some businesses in Singapore that are catching up, a digital marketing manager is required to have a broad range of knowledge.
5. Using Street Smarts over Book Smarts
It takes more than a certificate or a college degree to excel in digital marketing in Singapore. While other jobs require you to be academically inclined, digital marketing requires critical and analytical thinking, creativity, and effective communication skills.
More often than not, you’ll have to appreciate art of technology while infusing technology in art.
Digital marketers essentially have to be geeks with a dash of pizzaz. We also need to listen to our audience and be fluid enough to change our strategies according to their preferences.
The sweet spot is when a digital marketer has the acute knowledge and sense to drive strategies with the right message, at the right time, and on the right channels. Thereafter, the work doesn’t end. There’s also the measurement and analyses bit to see if an approach needs tweaking and refining! Whew!
Now, let me take you through the next five compelling reasons why you should be in this exciting field.
6. You can learn about digital marketing online (and for free!)
From free online courses to nano degrees offered by legitimate universities, there are many ways you can learn about digital marketing.
To start, there are many free courses from sites like Coursera and Udemy that teach you digital marketing fundamentals. From there you can find out what specific skills you’d want to learn more about.
For more specific skills, check out Google Digital Academy, Google Analytics Academy, SEO Learning Centre by Moz and Hubspot Academy.
These are my personal favorites, and I retake some of them when they are updated just to keep in touch with any industry updates. Also, Google Certifications are usually valid for a year.
While nothing beats hands-on experience, having a certificate when you’re just starting out is a great feature to have in your CV.
Also, reading case studies is a great way to suss out real-life inspiration for digital marketing campaigns that have achieved business goals.
With all these resources available, learning the fundamentals of digital marketing is a cinch!
7. Vast amount of reading material out there
After having your basics down pat, being in the know of the latest industry trends is a crucial part of being a digital marketer.
Lucky for us, there’s tons of literature by way of articles and blog posts by organisations and experts. With so many news sources and expert opinions, it’s not difficult to keep up to date on the latest developments in our field!
Here is a list of my personal favourites which I read through Feedly:
Content Marketing/ Analytics/ SEO
- Google Analytics Blog
- Google Webmaster Central
- Hubspot Blog
- Moz Blog
- SEMrush Blog
- Search Engine Journal
- Search Engine Land
Digital Marketing in General/ Others:
8. Expect rapid developments Digital Marketing field in Singapore
Speaking of developments, the digital marketing landscape in Singapore is said to flourish more and more each year, according to Hays.
This is owing to the rapid developments of solutions and platforms that enable businesses to enhance relationships with their potential and existing customers.
Hays also reported that we can expect to see more native advertising especially in mobile in 2018. Videos and apps will play a big part in the digital marketing campaigns in Singapore.
Evidently the business marketing is evolving to be more digitalised, making “digital marketing one of Singapore’s most dynamic talent markets.”
9. You can start a business in literally anything
Assuming you have a grasp of the wide spectrum that is digital marketing, with some capital saved up, you can start your own business!
With so many consumers on the internet in Singapore, whether you are a B2B or B2C in nature, you can reach your potential clients/ customers, whoever they are.
While the digital marketing strategies and tactics used in different industries may vary, having solid skills in digital marketing enables you to build your brand from scratch.
From email to social media marketing to SEO/SEM, these channels can reach potential customers and eventually convert them.
10. It’s a highly mobile job
Whether you’re working in-house, in an agency or freelance, you can manage digital marketing campaigns from anywhere since everything is done online.
Especially if you’re an experienced digital marketer, you can eventually convince your boss that you do not need to sit in an office from 9am – 6pm to do your work. All you need is a laptop and access to the internet. In fact, some tasks can be done on your mobile phone!
So if you lean towards being ADHD or you’re the creative type who needs a change in environments every now and then when working, digital marketing is one of those jobs that allows you to work anywhere you want. Well, with the right company, that is!
If you’re completely new to digital marketing and would like to learn more, watch this video by Engineered Truth to give you more insights from an experienced digital marketer.