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2011 STATE OF MARKETING

Singapore Industry Report | June 2011

2011 State of Marketing

Singapore Industry Report

CONTENTS
Executive Summary Highlights How the survey was conducted Who responded What they said Marketing budget commitment Marketing budget allocation Primary purpose of web presence Using SEM (Search Engine Marketing) Presence in social media Use of social media (now and in the near future) Social media management Time spent on social media Conclusion About GetIT About Singapore Infocomm Technology Federation (SiTF) Digital Media Chapter 03 04 08 08 09 10 11 12 12 14 14 01 01 02

2011 State of Marketing

Singapore Industry Report

EXECUTIVE SUMMARY
We are pleased to present once again the annual State of Marketing: Singapore Industry Report. Conducted by GetIT Comms with the support of Singapore Infocomm Technology Federation (SiTF), this study builds on last years survey. It sets out to observe whether marketers in Singapore are using social media to grow and promote their businesses, and to determine what methods and platforms they prefer and use for their campaigns. The primary uses and commonly used tools for social media today. This years study provides an update on how marketers employ social media and what has changed since the publication of the 2010 report. Get the pulse of companies attitudes and perspectives on social media in terms of their marketing efforts. This survey also covers the tools that marketers consider as the most relevant to their campaigns. The relevance of Search Engine Marketing (SEM) and the preferred platforms that companies use. The marketing budget commitment of companies in light of the current positive state of Singapores economy and the fact that social media has morphed into a powerful marketing platform. We examine:

2011 State of Marketing

Singapore Industry Report

HIGHLIGHTS
Showing an improvement from last years results, more than half of the respondents (52%) reported an increase in their marketing budgets. Like in 2010, the boost in marketing budgets is still most evident in interactive digital media and social media. Print advertising and broadcast media have bounced back this year. The top benefits of social media marketing are still brand and product awareness. This years top social media channels are Facebook, Twitter and LinkedIn.

HOW THE SURVEY WAS CONDUCTED


As in 2011, we tapped social media and direct e-mail to gather respondents. GetIT Comms and Singapore Infocomm Technology Federation sent out email invites to their respective member/subscriber database. The survey form was also linked to B2Bento (www.b2bento.com), Asias leading site for B2B marketing. Survey links were posted on Facebook, LinkedIn, Twitter and other social networks. The survey ran for 15 days and received a total of 214 responses.

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WHO RESPONDED
More responses were received from Enterprise-level companies compared to 2010 (27%). The highest spike in share of respondents came from mid-sized companies with staff strength of 99 employees or less. Marketing departments are adequately represented this year (Marketing Managers have 21% share of the pie), while participation from the C-suite has decreased. Its also interesting to note that 33% of respondents come from non-marketing sectors. With 42% of individuals having marketing-specific roles and a good 24% coming from upper management and C-level executives, we can say that the survey findings are reflective of the companies marketing outlook and strategic direction.
CEO Chief Marketing Officer Managing Director Managing Partner Marketing Consultant Marketing Director/VP Marketing Executive Marketing Manager Other
35 16 16 56 20 4 13 4 4

Job Role of Respondents

2.94%

2.94% 1.96% 21.57% 5.88% 4.90% 19.61% 20.59%

Year 2010

19.61% 2.38% 2.38% 2.38% 7.74%

Year 2011 0

11.90%

9.52%

9.52%

20.83%

33.33%

20

40

60

80

100

120

CEO Marketing Director/VP

Chief Marketing Officer Marketing Executive

Managing Director Marketing Manager

Managing Partner Other

Marketing Consultant

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WHAT THEY SAID MARKETING BUDGET COMMITMENT


Marketers still have good reason to celebrate as the majority of respondents say that their marketing budgets have increased (52%) or stayed the same (29%) this year. Companies still have an overall positive outlook for 2011 and are willing to commit sizeable funds for their marketing efforts. With 40% of respondents being from companies with staff strength of 100 or more, we can see increased confidence in the economy from enterprise-level businesses compared to last year.

Overall Marketing Budget for 2011


10 22

Year 2010 13.73%

31.37%

43.14%

11.76%

48 88

Year 2011 13.10% 0

28.57%

52.38%

5.95%

20

40

60

80

100

Increase Decrease

Unsure No Change

Decrease Increase

No Change Unsure

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MARKETING BUDGET ALLOCATION


Close to 66% of respondents attest that their marketing budgets for social media and social networks and interactive digital media have increased. This percentage is a huge improvement over last years result. It underscores the still-increasing value placed on these marketing platforms and shows correspondingly higher funding commitment companies are willing to give to these to generate revenue. Trade shows report a slight increase in budget allocation and public relations suffered a slight drop this year. But the most surprising increase lies in print, advertising and broadcast with 32% of participants reporting an increase in budgets. This is quite interesting because even as marketing efforts are being diverted towards social media channels and interactive digital media, traditional channels are still holding their own and remain quite relevant.

52.38%

Overall Marketing Budget


5.95%

28.57% 13.10%

65.48%

Interactive Digital Media

26.19% 3.57% 4.76% 64.88%

Social Media & Social Networks

25.60% 1.79% 7.74% 31.55%

Public Relations
7.74%

48.81% 11.90%

30.95%

Trade Shows
5.95%

44.64% 18.45%

32.14%

Print / Advertising/ Broadcast Media


6.55%

37.50% 23.81% %

10

20

30

40

50

60

70

80

Increase

No Change

Decrease

Unsure

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Print / Advertising / Broadcast Media


11 40

Year 2010
54

27.45%

38.24%

19.61% 14.71%

Year 2011 0

23.81%

37.50%

32.14%

6.55%

63

20

40

60

80

100

120

Increase Decrease

Unsure No Change

Decrease Increase

No Change Unsure

Public Relations
13 20

Year 2010 13.73%


53

33.33%

34.31%

18.63%

Year 2011 11.90% 0 20

48.81%

31.55%

7.74%

82

40

60

80

100

Increase Decrease

Unsure No Change

Decrease Increase

No Change Unsure

Trade Shows
10 31

Year 2010 17.65%


52

43.14%

22.55% 16.67%

Year 2011 18.45% 0 20

44.64%

30.95%

5.95%

75

40

60

80

100

120

Increase Decrease

Unsure No Change

Decrease Increase

No Change Unsure

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Interactive Digital Media


8 6 44

Year 2010 6.86%

37.25%

42.16%

13.73%

Year 2011 3.57%


110

26.19%

65.48%

4.76%

20

40

60

80

100

Increase Decrease

Unsure No Change

Decrease Increase

No Change Unsure

Social Media & Social Networks


13 3 43

Year 2010 3.92%

38.24%

43.14%

14.71%

Year 2011 1.79%


109

25.60%

64.88%

7.74%

20

40

60

80

100

120

Increase Decrease

Unsure No Change

Decrease Increase

No Change Unsure

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PRIMARY PURPOSE OF WEB PRESENCE


As in 2011, a significant amount of respondents (83%) say that their web presence is primarily aimed at providing information and news about the company. This has been the conventional role of a corporate website for the past decade. It is noteworthy, however, that almost 70% of companies also leverage their web presence for sales generation. Social media continues to be a key driver for this change. It only goes to show that a majority of companies has embraced progressive uses for their web presence and is keen on getting more value from it.

Primary Purpose of Web Presence

82.74%

69.64%

22.62%

3.57%
%

20 Provide information & News

40 Sales Lead Generation

60

80 Others

100

E-Commerce (sale of products or services)

USING SEM (SEARCH ENGINE MARKETING)


Amidst the buzz over social media marketing, market maturity for Search Engine Marketing is also on the rise. The findings from this study more than attests to this as 64% of respondents say that they are using SEM. The search engine advertisement platform of choice is Google Adwords.

Companies Using SEM


60 4

27

Preferred Search Engine Advertisement Platform


Yahoo! Search Marketing

Yes No
108 23 91

Google Adwords Bing Search Marketing Others

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PRESENCE IN SOCIAL MEDIA


Facebook still reigns supreme in Singapore with 65% reporting that they are primarily active on it. The results also indicate an almost 23% growth for the social media giant compared to last year. Twitter (42%) has finally caught up on this side of the world and has snatched second place from LinkedIn and blogs (who were tied last year). With video becoming a stronger platform in light of the improving quality of internet speed and access, YouTube has jumped to third place with 38%. It is heartening to see that 10% fewer people are reporting that they are not in social media. Usage of blogs as a medium has gone down slightly.

Corporate Presence in Social Media


80 70 60 50 40 30 20 10 0 Blogs Facebook LinkedIn YouTube Twitter
4.76% 33.93% 34.65% 42.57% 36.31% 34.65% 37.50% 24.75% 11.88% 42.26% 31.68% 25.00% 34.65%
%

65.48%

Year 2011 Year 2010

Others

Not in social media

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USE OF SOCIAL MEDIA

(NOW AND IN THE NEAR FUTURE)

We now see relatively the same level of attention, efforts and resources being allocated for brand/product awareness, lead generation and customer engagement. Thought leadership is also proving to be a significant reason for using social media for marketing. The figures increase somewhat proportionately when asked what they would use social media for in the next 6-12 months, with lead generation and customer engagement spiking to 61%. A significant improvement from last year, 83% of respondents say they agree or strongly agree that social media is effective for marketing. Also, only 2% say they see no value in it.

Current Use of Social Media


%

80 70 60 50 40 30 20 10 0

Year 2011
62.50% 57.14% 51.49% 42.86% 34.65% 27.72% 25.00% 28.71% 41.58% 41.67%

Year 2010

2.38%

6.93%

Lead Generation

Brand Awareness

Product Awareness

Customer Engagement

Thought Leadership

Others

Expected Use of Social Media in the Next 6-12 Months


%

80 70 60 50 40 30 20 10 0

70.24% 61.31% 65.35% 57.43% 60.12% 60.40% 60.71% 53.47%

Year 2011 Year 2010

39.29% 33.66%

17.82% 7.92% 1.79% 11.31%

Lead Generation

Brand Awareness

Product Awareness

Customer Engagement

Thought Leadership

Unsure or Still Exploring

Don't plan to use social media

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Is Social Media Effective for Marketing?


1 3 25 41

Strongly Agree Agree Neutral Disagree Strongly Disagree

98

SOCIAL MEDIA MANAGEMENT


This question was asked so that we can learn how companies view social media as a marketing channel, either as a traditional channel that typically has strong external involvement (an agency for example), or one that sports a personal and authentic tone of communication and comes directly from the people who run the business. Going up from last year, 77% of respondents reported that they manage social media efforts in-house. 15% of companies outsource aspects of their social media marketing.

Who Manages Social Media?


80 70 60 50 40 30 20 10 0 IT Support Marketing team Distributed within the company Outsourced to an external agency
26.19% 21.78% 60.71% 51.49%
%

Year 2011 Year 2010

16.07% 17.82%

14.88%

11.88%

11.31%

14.85% 4.76% 5.94%

Ad hoc - as required

Others

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TIME SPENT ON SOCIAL MEDIA


A good number of respondents (63%) say that they use social media for 2 hours or more each week and a further 31% use it for more than 5 hours a week. This signifies a keen and sustained commitment to social networking and maintaining a social presence. This figure has increased (from 81% to 94%) as more companies derive manifold benefits from social media marketing.

Time Spent on Social Media Campaigns


7 52 56

Year 2010 10.78%

34.31%

30.39%

24.51%

Year 2011 4.17% 0

33.33%

31.55%

30.95%

53

20

40

60

80

100

More than 5 hours per week 0-2 hours per week

2-5 hours per week None

More than 5 hours per week 0-2 hours per week

2-5 hours per week None

CONCLUSION
From the budget distribution and social media marketing effectiveness standpoint, this years results continue to indicate that most respondents comprehend the changing marketing landscape and are willing to commit higher budgets for interactive digital media and social media. Time has proven that even if companies are still in the process of testing the water and figuring out what works best, they are definitely learning and adapting to the evolving marketplace. Social Media Marketing continues to gain more ground and it presents some welcome changes. Looking at the findings, we can see a positive improvement in how companies use social media. Previously it was mostly leveraged for brand and product awareness. Now we can see that lead/demand generation, lead nurturing and thought leadership in a social media marketing context have all gained momentum truly a great development for marketers. But even as Social Media Marketing is gradually taking away resources that were previously allocated for Search Engine Marketing, SEM still figures greatly in marketing campaigns. The stellar rise of social media hasnt actually diminished the relevance of SEM but instead pushed the latter to mature and become more efficient and effective.

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ABOUT GETIT
GetIT Comms is a team of consultants who see marketing programs, campaigns and projects through from conception and planning to execution and final delivery. The focus is on providing innovative marketing & communication solutions for Hi-Tech & Telco companies using interactive digital media (IDM) and social media. GetIT Comms combines consulting services and end-to-end digital marketing campaign management and execution targeted at demand generation, lead nurturing, customer retention and engaging prospects. Execution is led by design and development of interactive digital media content, and content deployment, management and tracking solutions. GetIT Comms also creates custom web and mobile apps for marketing and communication. Established in 1997, GetIT Comms has more than a decade of experience in delivering results to major corporations such as Cisco, HP, IBM, Dimension Data and Singtel. For more information, please visit www.getitcomms.com or contact info@getitcomms.com.

ABOUT SINGAPORE INFOCOMM TECHNOLOGY FEDERATION (SITF) DIGITAL MEDIA CHAPTER


SiTF is the Singapore infocomm industry trade association. It brings together almost 400 corporate members from MNCs and local companies. SiTF assists its members in business development, market intelligence, overseas trade missions, networking and alliances. SiTF has eight chapters under its wing - Best Sourcing, Digital Media, Cloud Computing, eGovernment, eLearning, Green IT, Singapore Enterprise, Security & Governance and Wireless. SiTF also owns and manages the Infocomm Singapore Centre (ISC) in Shanghai and has a joint venture with Hangzhou e-Software Park (HZESP) to set up the solution centre in Hangzhou, China, to give local infocomm companies a foothold into the China market. The Digital Media Chapter (DMC) was set up in 2004 to promote and assist in the deployment and adoption of broadband technologies, digital media and entertainment content through strong working relations with government agencies, local trade associations and international organizations. For more information on SiTF, please visit www.sitf.org.sg.

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