state of marketing : industry survey report : singapore 2011

2011 STATE MARKETINGS i n g a p o r e I n d u s t r y R e p o r t | J u n e 2 0 1 1

OF

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

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CONTENTS

2011 State of Marketing

Singapore Industry Report

We examine:

• The marketing budget commitment of companies in light

of the current positive state of Singapore’s economy and

the fact that social media has morphed into a powerful

marketing platform.

• The primary uses and commonly used tools for social

media today. This year’s 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.

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

year’s 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.

EXECUTIVE SUMMARY





2011 State of Marketing | 01

Showing an improvement from last year’s 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 year’s top social media channels are Facebook, Twitter and LinkedIn.

HIGHLIGHTS

HOW THE SURVEY WAS CONDUCTEDAs 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), Asia’s 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.


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. It’s

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.

WHO RESPONDED

Job Role of Respondents

CEO

Chief Marketing Officer

Managing Director

Managing Partner

Marketing Consultant

Marketing Director/VP

Marketing Executive

Marketing Manager

Other

0 20 40 60 80 100 120

Year 2011

Year 2010

20

4

13

4

4

16

1635

56

CEO Chief Marketing Officer Managing Director Managing Partner Marketing Consultant

Marketing Director/VP Marketing Executive Marketing Manager Other

19.61%

11.90%

2.94%

2.38%

2.94% 1.96%

2.38% 2.38%

21.57%

7.74%

20.59%4.90%5.88%

33.33%9.52%9.52%

19.61%

20.83%

Overall Marketing Budget for 2011


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.

0 20 40 60 80 100

Year 2011

Year 2010

%

Increase Unsure

Decrease No Change

Decrease No Change

Increase Unsure

WHAT THEY SAIDMARKETING BUDGET COMMITMENT

10 22

13.73% 31.37% 43.14% 11.76%

13.10% 28.57% 52.38% 5.95%48

88


%

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 year’s 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.

MARKETING BUDGET ALLOCATION

Increase No Change Decrease Unsure

0 10 20 30 40 50 60 70 80

Print / Advertising/ Broadcast Media

Trade Shows

Public Relations

Social Media & Social Networks

Interactive Digital Media

Overall Marketing Budget

32.14%37.50%

23.81%6.55%

31.55%48.81%

11.90%7.74%

30.95%44.64%

18.45%5.95%

65.48%26.19%

3.57%4.76%

64.88%25.60%

1.79%7.74%

52.38%28.57%

13.10%5.95%


Print / Advertising / Broadcast Media

0 20 40 60 80 100 120

Year 2011

Year 2010

Increase Unsure

Decrease No Change

1140

63

54

27.45% 38.24% 19.61% 14.71%

23.81% 37.50% 32.14% 6.55%

0 20 40 60 80 100

Year 2011

Year 2010

Increase Unsure

Decrease No Change

Public Relations

13 20

82

53

13.73% 33.33% 34.31% 18.63%

11.90% 48.81% 31.55% 7.74%

Decrease No Change

Increase Unsure

Decrease No Change

Increase Unsure

%

%

0 20 40 60 80 100 120

Year 2011

Year 2010

Increase Unsure

Decrease No Change

Trade Shows

1031

75

52

17.65% 43.14% 22.55% 16.67%

18.45% 44.64% 30.95% 5.95%

Decrease No Change

Increase Unsure

%


Interactive Digital Media

0 20 40 60 80 100

Year 2011

Year 2010

Increase Unsure

Decrease No Change

8 6

44

110

6.86% 37.25% 42.16% 13.73%

3.57% 26.19% 65.48% 4.76%

Social Media & Social Networks

0 20 40 60 80 100 120

Year 2011

Year 2010

Increase Unsure

Decrease No Change

13 3

43

109

3.92% 38.24% 43.14% 14.71%

1.79% 25.60% 64.88% 7.74%

Decrease No Change

Increase Unsure

Decrease No Change

Increase Unsure

%

%

Primary Purpose of Web Presence


0 20 40 60 80 100

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

Companies Using SEM Preferred Search EngineAdvertisement Platform

Provide information & News Sales Lead Generation E-Commerce (sale of products or services) Others

82.74%

69.64%

22.62%

3.57%

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.

USING SEM (SEARCH ENGINE MARKETING)

Yes

No

Yahoo! Search Marketing

Bing Search Marketing

Google Adwords

Others

4

27

91

23

60

108

%

Corporate Presence in Social Media

0

10

20

30

40

50

60

70

80

Not in social mediaOthersTwitterYouTubeLinkedInFacebookBlogs

25.00%

34.65%

4.76%

11.88%


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.

PRESENCE IN SOCIAL MEDIA

Year 2011

Year 2010

33.93% 34.65% 36.31% 34.65%37.50%

24.75%

42.26%

31.68%

65.48%

42.57%

%


0

10

20

30

40

50

60

70

80

OthersThoughtLeadership

CustomerEngagement

ProductAwareness

BrandAwareness

LeadGeneration

Year 2011

Year 2010

0

10

20

30

40

50

60

70

80

Don't plan touse social media

Unsure orStill Exploring

ThoughtLeadership

CustomerEngagement

ProductAwareness

BrandAwareness

LeadGeneration

Year 2011

Year 2010

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.

USE OF SOCIAL MEDIA (NOW AND IN THE NEAR FUTURE)

61.31%57.43%

70.24%65.35%

60.12% 60.40% 60.71%

53.47%

39.29%33.66%

11.31%

17.82%

1.79%

7.92%

42.86%

34.65%

62.50%

51.49%57.14%

41.58% 41.67%

27.72%25.00%

28.71%

2.38%6.93%

Current Use of Social Media

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

%

%

Who Manages Social Media?

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.

SOCIAL MEDIA MANAGEMENT


0

10

20

30

40

50

60

70

80

OthersAd hoc - as requiredOutsourced to anexternal agency

Distributed withinthe company

Marketingteam

IT Support

Year 2011

Year 2010

26.19%21.78%

60.71%

51.49%

16.07% 17.82%14.88%

11.88% 11.31%14.85%

4.76% 5.94%

%

31

41

98

25Strongly Agree

Neutral

Agree

Disagree

Strongly Disagree

Is Social Media Effective for Marketing?

Time Spent on Social Media Campaigns


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

From the budget distribution and social media marketing effectiveness standpoint, this year’s 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 hasn’t actually diminished the

relevance of SEM but instead pushed the latter to mature and become more efficient and effective.

CONCLUSION

0 20 40 60 80 100

Year 2011

Year 2010

2-5 hours per week

None

52

7

10.78% 34.31% 30.39% 24.51%

4.17% 33.33% 31.55% 30.95%

56

53

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


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 [email protected].

ABOUT GETIT

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.

ABOUT SINGAPORE INFOCOMM TECHNOLOGYFEDERATION (SITF) DIGITAL MEDIA CHAPTER

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Singapore License.

state of marketing : industry survey report : singapore 2011

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