the singapore marketer - MIS...Joreen Yee [email protected] Publisher Marketing Institute of...
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the singapore marketer knowledge for marketing excellence jan-mar’16 $5.35 incl. GST MCI (P) 129/06/2015 14 Marketing in the Virtual World 20 Creativity vs Content- Which delivers business value? 26 Handling Negative Feedback on Social Media PLUS+ CREATIVITY on
Transcript of the singapore marketer - MIS...Joreen Yee [email protected] Publisher Marketing Institute of...
the singapore
marketerknowledge for marketing excellence jan-mar’16
$5.35 incl. GSTMCI (P) 129/06/2015
14 Marketing in the Virtual World
20 Creativity vs Content- Which delivers business value?
26 Handling Negative Feedback on Social Media
PLUS+
CREATIVITY
on
The Singapore Marketer is a quarterly magazine published by Marketing Institute of Singapore. Printed in Singapore by
Stamford Press Pte Ltd. 209 Kallang Bahru, Singapore 339344. Tel: (65) 6294 7227 MCI (P) 129/06/2015.
Subscription is available upon request; please contact Joreen Yee at [email protected].
The views expressed in The Singapore Marketer do not necessarily represent those of the Marketing Institute of Singapore. No
responsibility is accepted by the Institute or its staff for the accuracy of any statement, opinion, or advice contained in the text
or advertisements, and readers are advised to rely on their judgment or enquiries, and to consult their own advisers in making
any decisions which would affect their interest. All materials appearing in The Singapore Marketer is copyright. No part of the
publication may be reproduced without prior written permission of the Marketing Institute of Singapore. The Marketing Institute
of Singapore welcomes contributions and letters. These might be edited for clarity or length. Articles, letters and requests to
reproduce articles appearing in The Singapore Marketer should be sent to the Editor, Marketing Institute of Singapore, 410 North
Bridge Road, Singapore 188726 or write to [email protected].
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Editor’s Note
THE SINGAPORE MARKETER
January - March 2016
Editor
Dean Shams
Contributing Writers
Chris J Reed, Veronica Lind, Mohamed
Fadhil, Ken Hudson, Jacky Tan, Seamus
Phan, Robin de Rooij and Christophe Le
Yoanc
MIS EXECUTIVE COUNCIL
President
Roger Wang
1st Vice President
Bhavik Bhatt
2nd Vice President
Lee Kwok Weng
Honorary Secretary
Dean Shams
Assistant Honorary Secretary
Leonard Zuzarte
Honorary Treasurer
Paul Lim
Asst Honorary Treasurer
Lydia Neo
Co-opted Council Members
Alex Lim
Freddy Tan
Gerry Gabriele Seah
Design & Layout
Kelvin Wang
Production, Advertising & Circulation
Joreen Yee [email protected]
Publisher
Marketing Institute of Singapore
51 Anson Road #03-53 Anson Centre
Singapore 079904
Tel: (65) 6327 7572 Fax: (65) 6327 9741
Email: [email protected]
Website: www.mis.org.sg
Dean ShamsEditor
Dean is the founder and PR strategist of KinetiqBuzz PR
He can be contacted at [email protected]
DSINGAPORE
Key media partnerDIGITAL MARKETING WORLD FORUM29 Feb - 1 Mar 2016, Marina Mandarin, Singapore
www.digitalmarketing-conference.com/singapore
GOLD SPONSOR
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... BOOK NOWSAVE 20%discount code “MIS20”
DATA MARKETING
DIGITAL COMMERCE
CUSTOMER EXPERIENCE
CONTENT MARKETING
SOCIAL MARKETING
DIGITAL MARKETING TECH
TOPICS INCLUDE
SILVER SPONSOR
Content Page
A MARKETER’S STORY
10
FEATURE
18
FOCUS
24
GURU TALK
14
BUSINESS SCHOOL
28
LEARNING SITE
34
3
SPOTTED51
04COVER STORY
38
GETTING TO KNOW OUR COUNCIL MEMBER
48
42
MARKETER@WORK
the singapore marketerjan-mar’16
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Creativityon LinkedIn - How it Can be Done
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Cover Story
As a social media platform, LinkedIn is still one of the most underutilised tools in the world, especially when compared to Facebook, YouTube and Instagram.
FOR THE JOB SEEKER
Myth
Reality
the singapore marketerjan-mar’16
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How you can get creative
... ensure you keep up your LinkedIn
account and build your brand up with
relevant and consistent content“
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Cover Story
FOR THE NON-SEEKER / INDUSTRY LEADER
Myth
Reality
How you can get creative
the singapore marketerjan-mar’16
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FOR THE COMPANY
Myth
Reality
How you can get creative
9
Cover Story
ABOUT THE WRITER
Chris J Reed
Footsteps to follow
... LinkedIn is one of the best ways to
help you with your personal branding.“
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the singapore marketerjan-mar’16
Daniel Ong and Jaime Teo
Interview with
Tell us the story of Twelve Cupcakes and why did you start this business?
The celebrity couple, Daniel and Jaime, ushered in the whole cupcake revolution and craze in Singapore
since 2011. Their passionate project, Twelve Cupcakes, has emerged as the most common cupcake store in
recipes? Let’s hear the couple spill the beans.
What is Twelve Cupcake’s brand promise and how do you keep to it?
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A Marketer’s Story
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the singapore marketerjan-mar’16
Where and how did you build brand awareness for Twelve Cupcakes?
How do you engage with your customers?
We hold contests, share social posts
on our various platforms and we are
how to improve.
“
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A Marketer’s Story
Do you think cupcakes are fad? Inwhat ways do you ensure a constant stream of regular customers?
by setting up Dulce & Sucre that offers wider range of pastries and even coffee. Why this move?
What is your expansion plan in the next two years?
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the singapore marketerjan-mar’16
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Focus
6 Reasons Why Singapore
Businesses Need
Content
Marketing?
Content marketing is a very simple marketing strategy that involves the creation of branded content related to your targeted consumers.
THE CONTENT MARKETINGOPPORTUNITY IN SINGAPORE
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the singapore marketerjan-mar’16
#1 Establish Your Brand Credibility #2 Give Consumers The Reason ToKnow About Your Brand!
The more branded content your
consumers will see your brand as the
expert or thought leader in your industry.
“
#3 Most of Your Competitors Aren’t Doing That!
