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.
尼尔森视觉智商公司举办的 "数字营销的下一步 "和 "2018年亚洲数字营销峰会 "汇聚了来自银行、代理网络、消费电子产品、政府、保险、航空公司、电信、平台合作伙伴和零售商的260多名客户，让他们在新加坡学习如何成为更有效的营销人员。
这些活动探讨了数字技术带来的一系列机遇和挑战，包括
- 碎片化的数字环境如何增加规划理想客户体验的难度
- 为什么以受众为中心的实时营销测量对成功至关重要？
- 多触点归因和其他技术在现代绩效衡量战略中的作用
- 企业如何制定全面的营销实效方法
- 尼尔森数字广告评级--数字广告测量的行业标准
戴尔公司媒体规划和分析项目负责人 Zaid Nasir 与尼尔森视觉智商公司的三位营销效果领导者共同出席了此次会议：安迪-杜比卡斯（Andy Dubickas），全球解决方案咨询副总裁；阿曼-卡纳（Aman Khanna），客户合作伙伴；史蒂夫-林赛（Steve Lindsay），驻新加坡的区域客户业务合作伙伴。
"新加坡的公司正在看到数字、社交和移动领域的新机遇。在线广告在不断增长，数字领域也在不断扩大，"Andy 说。"移动技术的广泛应用创造了一种消费者领先并要求新体验的局面。我很高兴能代表尼尔森视觉智商参加这次重要的聚会，与这些公司共同学习和分享。
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.
