Singapore, home to an ethnically diverse population of 5.6 million, is a global business center as well as a tourist and transportation hub for Southeast Asia. Nielsen Visual IQ recently held two digital marketing events there to help marketers understand and engage consumers in the digital era. The events focused on how brands can embrace new digital options, especially those offered by an omnichannel lens.
In terms of opportunity, busy shoppers are rapidly adopting e-commerce around the world. According to our Connected Commerce report, global online sales in 2017 totaled US$2.3 trillion, or 10.2% of total retail sales, and are expected to reach 17.5% by 2021. With connectivity and digital development exploding in Asia, it’s no surprise that the fastest growing e-commerce markets are located there. According to our Quarter by Numbers: Q2 2018 report, more than two-thirds of consumers in Singapore said they spend more on retail online than they do offline.
In this new economy, brands across industries must embrace omni-channel strategies to ensure future growth. Brands need to develop personalized campaigns to target consumers with digital marketing, paid search, video marketing along with traditional TV commercials and in-store promotion. Tracking, measuring and understanding a variety of engagement platforms is essential to maximize opportunities in this increasingly digital world.
Acara Nielsen Visual IQ, "What's Next in Digital" dan "Digital Marketing Asia 2018 Summit", mempertemukan lebih dari 260 klien dari bank, jaringan agensi, elektronik konsumen, pemerintah, asuransi, maskapai penerbangan, telekomunikasi, mitra platform, dan peritel di Singapura untuk belajar bagaimana menjadi pemasar yang lebih efektif.
Acara ini mengeksplorasi berbagai peluang dan tantangan digital, termasuk:
- Bagaimana lanskap digital yang terfragmentasi membuat perencanaan pengalaman pelanggan yang ideal menjadi lebih sulit
- Mengapa pengukuran pemasaran yang berpusat pada audiens secara real-time sangat penting untuk kesuksesan
- Peran atribusi multi-sentuh dan teknologi lainnya dalam strategi pengukuran kinerja modern
- Bagaimana organisasi dapat mengembangkan pendekatan yang komprehensif untuk efektivitas pemasaran
- Melihat Peringkat Iklan Digital Nielsen, standar industri untuk pengukuran iklan digital
Zaid Nasir, Project Lead, Media planning and Analytics di Dell bergabung dengan tiga pemimpin efektivitas pemasaran dari Nielsen Visual IQ: Andy Dubickas, VP Global Solutions Consulting; Aman Khanna, Client Partner; dan Steve Lindsay, Regional Client Business Partner yang berbasis di Singapura.
"Perusahaan-perusahaan di Singapura melihat peluang-peluang baru di bidang digital, sosial dan mobile. Periklanan online terus berkembang dan lanskap digital semakin meluas," kata Andy. "Adopsi mobile yang ekstensif telah menciptakan situasi di mana konsumen menjadi yang terdepan dan menuntut pengalaman baru. Saya senang dapat mewakili Nielsen Visual IQ dalam pertemuan penting ini untuk belajar dan berbagi dengan perusahaan-perusahaan ini."
Given the opportunities in the market, Andy spoke about new measurement practices, such as multi-touch attribution, that help brands in all industries gain a holistic view of the customer journey. He described marketing effectiveness solutions that combine the power of diverse analytics approaches with the Nielsen’s comprehensive audience-centered marketing performance data.
Nielsen Visual IQ looks forward to future events and helping marketing teams in Singapore use data for better decision-making.
