Article originally on Icecube.asia by Ted Chong

As an advertiser spending more than 1million dollars each year across different industries, we gleaned several lessons about digital marketing in Singapore. Here’s the thing; Most of our digital marketing practices here hail from the United States but advertisers need to know that there are nuances in doing digital marketing in Singapore. In fact, many marketers make the fatal mistake of copy-and-pasting tactics from the US marketers and wonder why their campaigns are not working! Here are 5 lessons that may help you shine a light on your campaign.

Channels

“With so many possibilities in digital marketing, where do we even start?”

This is the most common question we hear from businesses in Singapore. It’s simpler than you think. From a channel perspective, just go with the big 2: Google and Facebook.

How about Twitter, Wechat, Snapchat, Yahoo, Vine, Quora and xyz and abc that are highly popular in other countries?

We advise businesses to stick with Google & Facebook for these reasons:

  • Number of users: Google and Facebook each has more than 4million users in Singapore(practically whole of Singapore) which makes it suitable for any business in Singapore.
  • Mature ads platform: When Facebook Ads started in 2009, the ads technology is pathetic. However, over the years, its machine learning and targeting capabilities have gotten much more sophisticated. This means increasingly better ROI for businesses. Other platforms may have users in Singapore but their ads platform still leaves much to be desired. Google is the old guard and needs no introduction.
  • Scalable: Sure you do not need so many customers to make a profit from ads, but Google and Facebook allows you to scale your advertising campaign when you want to. There is a compound effect. The more you advertise on Facebook, the more it learns about your target audience and improves on its targeting precision.
  • Reliability: Other platforms may give you a trickle of a few customers but they quickly dry out. Facebook & Google are able to give a consistent stream of customers each month based on your ad budget– basically, what SMEs in Singapore need the most.

The common argument here is that Google and Facebook are already fraught with advertisers and have gotten too competitive.(see point 4 below on our thoughts on ads saturation).

Our advice applies to the average advertiser in Singapore. Unless you are spending close to 6 figures a month on online ads, you probably have not reached your cap on Google & Facebook. Before you reach your cap, you will be fine sticking to Google and Facebook.

Read more on Ice Cube Marketing.