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
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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
Key media partnerDIGITAL MARKETING WORLD FORUM29 Feb - 1 Mar 2016, Marina Mandarin, Singapore
www.digitalmarketing-conference.com/singapore
GOLD SPONSOR
Lead
ing
spea
kers
from
... 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
4
Creativityon LinkedIn - How it Can be Done
5
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
6
How you can get creative
... ensure you keep up your LinkedIn
account and build your brand up with
relevant and consistent content“
7
Cover Story
FOR THE NON-SEEKER / INDUSTRY LEADER
Myth
Reality
How you can get creative
the singapore marketerjan-mar’16
8
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.“
10
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?
11
A Marketer’s Story
12
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.
“
13
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?
14
the singapore marketerjan-mar’16
15
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!