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.
Even if you’re looking to specialize into a particular niche, you should be a “T-shaped digital marketer” who understands the broader picture but is able to zoom in on a particular skill.
Rand Fishkin, digital marketing mogul and co-founder of Moz explains,
“T-Shaped basically refers to having a light level of knowledge in a broad array of skills, and deep knowledge/ability in a single one (or a few).
This model may not seem particularly remarkable or unique, but it carries qualities that are essential to great marketing teams.”
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!
It doesn’t end here. Click here for the next top 5 reasons to pursue digital marketing as a career (the second part of this article).
Updated on 20 October 2017.