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The
Rationalisation of
CONTENT
the singapore
marketerknowledge for marketing excellence jul-sep’16
$5.35 incl. GST
12 How Social Listening Can Enhance Your Content Strategy
18 Using Data Technology to Drive Your Content Marketing Strategy
30 Content Marketing Trends for 2016 and How Singapore Press Holdings
(SPH) Digital is Riding the Wave
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The Singapore Marketer is a quarterly magazine published by Marketing Institute of Singapore.
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Dear Readers
1
Editor’s Note
THE SINGAPORE MARKETER
July - September 2016
Editor
Mickey Hee
Contributing Writers
Lena Chong, Chia Hui Shan, Jacky Tan, Robin
De Rooij & Paul Janssen, Veronica Lind,
Cynthia Loh, Harish Shah and Ankur Bagga
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Joreen Yee joreen.yee@mis.org.sg
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Marketing Institute of Singapore
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Content Page
A MARKETER’S STORY
Google8
FEATURE
18
FOCUS
22
GURU TALK
12
BUSINESS SCHOOL
26
DIGITAL DIGEST
30
3
04COVER STORY
42
MARKETER@WORK
Content
34
LEARNING SITE
38
Looking to keep up with the
the singapore marketer
jul-sep’16
4
5
Cover Story
The Rationalisation
of content
In a world full of information, it is
much harder now to get the attention
of your audience. The good news is,
with the rise of interactive media,
the audience you get could be much
more responsive.
CONSISTENT BASICS AND
INTEGRATED PLATFORMS
to more information which will
WHERE? WHAT? HOW?
the singapore marketer
jul-sep’16
6
Marketers now need to think even
harder about what makes people stop
and pay attention.“
•
•
•
MORE OR LESS, CURATED VS.
ORIGINAL
the control of their content to their
GAMES, CUSTOM, INTEGRATED
AND REAL-TIME CONTENT
7
Cover Story
While integrating online and
CONTENT FATIGUE IS VERY REAL
ABOUT THE WRITER
Lena
lena@retinel.com
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