Singapore – Singapore Airlines has emerged as the leader in market research firm YouGov’s ‘Recommend Rankings 2024’ in Singapore, achieving a score of 85.0.
On the other hand, YouGov’s data also highlights the ten most improved brands over the past year, with Singtel Broadband ranking first in Singapore.
Despite facing controversy over a turbulent flight this year, Singapore Airlines has upheld its position as the most recommended brand among customers in Singapore.
Alongside Singapore Airlines, Emirates secures second place with a score of 84.5, followed by Japanese fashion retail chain Uniqlo in third with 83.3. Apple and its smartphone brand iPhone are positioned fourth (80.8) and seventh (78.6), respectively. Nike holds the fifth spot (79.7), closely followed by Adidas in sixth (79.1).
The rankings are based on YouGov Brand Index’s positive ‘Recommend’ score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.
In terms of brand improvement, Singtel Broadband has shown the most significant improvement, with a score change from 39.5 to 45.3, followed closely by Food Republic with an improvement of +5.8.
Head & Shoulders and Food Junction rank third (change in score of +5.4) and fourth (+5.3) among improvers, with M1 Mobile (5.2), CNN (5.2), Shokubutsu (5.1), Coffee Bean & Tea Leaf (5.1), J&T Express (5.0), and Airbnb (4.9) also making significant strides in Singapore.
Tag: Singapore
Singapore – Customer marketing is undergoing a transformation globally, but the Asia-Pacific (APAC) region presents a unique landscape with its diverse cultures, rapidly evolving economies, and technological advancements. As businesses seek to capitalise on this dynamic environment, understanding the future of customer marketing in APAC becomes crucial.
Moreover, the region is a hotbed for technological innovation, as well as experimenting on other future-proof strategies to enhance customer targeting, automate processes, and improve campaign effectiveness. With the marketing scene also moving towards implementing privacy-centric strategies, the use of first-party data has been more important than ever to personalise the overall customer experience while still adhering to industry standards.
In order to bring more industry insights to marketers about customer marketing, MARKETECH APAC is making its return to Singapore for its inaugural Customer Marketing Asia 2024: Singapore on September 10, 2024 at the Aloft Singapore Novena, and will bring together marketing leaders and innovators in Singapore to discuss the latest trends, strategies, and technologies in customer marketing.
This conference offers a unique opportunity to explore the dynamic landscape of customer marketing in one of Asia’s most technologically advanced and diverse markets. From keynote presentations to panel discussions, fireside chats, and networking sessions—each moment is meticulously curated to fuel each marketer’s curiosity and drive marketing ambition.
Some of the top marketing and industry leaders who will lead the conversation on customer marketing include:
- Jonathan Teo, Head of Marketing at Aftershock PC
- X.Y. Ng, Head of Marketing at Doctor Anywhere
- Jaren Loy, Head, Digital Growth (Grocery) at FairPrice Group
- Srivatsa Udupa, Head of Regional Performance Marketing at Grab
- Brenda Maderazo, Deputy Director, Marketing – Healthy Lifestyle at Health Promotion Board
- Pearlyn Yeo, Head of Marketing & Content at Jetpac Global (Circles)
- Snigdha Nandan, Director, Digital Marketing at Mastercard Asia
- Asnawi Jufrie, VP & GM at SleekFlow
To learn how to be a part of this conference, click HERE for further details.
For sponsorship opportunities, please contact Joven Barceñas at [email protected].
Meanwhile, please contact Jemo Espartinez at jemo.espartinez@marketech-apac.com for speaking opportunities; and Allea Rabino at allea.rabino@marketech-apac.com for registrations.
Singapore – Homegrown financial services company Singlife today launches its latest 360 ‘Dream’ campaign, which emphasises its role in helping Singaporeans achieve financial freedom.
It launches with a brand film, the third starring Mediacorp artiste and Singlife brand ambassador Pierre Png, which builds on the story of its 2023 campaign, ‘The Dream’.
Singlife’s 2024 Dream campaign continues to play on the local expression “Caaaaan!” to encourage consumers to dream big, and plan so they can achieve their goals in life, no matter how big or small.
Kicking off the campaign is a light-hearted film titled ‘The Dream: Eco Home’, following the story of a couple who dream of building an eco-home, reflecting an increasing focus on a sustainable, zero-waste future for all.
Unfazed by their ambitious aspiration, the couple’s financial adviser assures them that their eco-dream can become a reality. Singlife brand ambassador, Pierre Png, makes his appearance as the couple’s helpful ‘dream’ neighbour.
The film campaign will be rolled out over the coming weeks through an integrated, multi- channel communications strategy, encompassing TV, digital, social and out-of-home advertising (OOH).
Complementing the campaign film is an immersive digital portal called ‘The Dream Cube’, which consumers can take part in and envision their own financial freedom dream. The digital and interactive online portal leverages generative Al to give consumers a glimpse of their own financial freedom dream.
Talking about the campaign, Debra Soon, head of brand, communications, marketing and experience at Singlife, said, “We want to empower Singaporeans and partner them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”
Singapore – DirectAsia Insurance has promoted Ronnie Brown to the position of general manager for Singapore. In addition to this new role, he will continue to serve as the group chief technology officer (CTO).
This transition marks a pivotal moment in both Brown’s career and the company’s strategic direction to drive profitable growth in the region.
In 2023, Brown held the dual roles of chief marketing and distribution officer and group CTO at DirectAsia Insurance. His promotion to Singapore general manager brings a broader scope of responsibilities.
In an exclusive conversation with MARKETECH APAC, he notes that as the new general manager for Singapore, he will be responsible for running the business in the country, encompassing the creation and execution of the strategy to drive profitable growth. On a more practical level, claims, customer services, underwriting, and transformation have been added to his previous sales, distribution, and marketing-focused remit.
Brown’s background in marketing and digital has provided a solid foundation for his evolving roles, but he acknowledges that the new responsibilities, particularly in areas like claims and underwriting, are outside his comfort zone.
“Taking on the responsibility for a claims or underwriting team is very much out of my comfort zone, but a challenge I’m really looking forward to!” he enthused.
Juggling dual roles is no small feat, and Brown acknowledged the challenges but also expressed confidence in his ability to manage both areas effectively.
“I have been balancing two roles for a little while now. My previous experience in digital roles has partially helped with the step up to CTO, but there are clearly areas within IT where I’ve had very little involvement,” he said.
Brown highlighted the advantage of DirectAsia being a digitally native company, which has allowed him to stay consistently engaged with the technological aspects of the business.
“Luckily, I have a brilliant team that makes this very easy for me. The key is to recognise where you are strong and where you need to lean on others. Wherever possible, I try to be clear with what’s required and then trust the team’s expertise and knowledge to get us there,” he shared.
Reflecting on his journey with DirectAsia Insurance, Brown shared what he has found most fulfilling and what excites him about his new leadership role.
“The most exciting aspect of the new position is the expanded scope and learning from my colleagues who are experts in their field and figuring out how I can help them and our customers,” he stated.
Singapore – The Singaporean Thomson-East Coast Line (TEL) has reached its fourth stage, marking a pivotal moment for TEL’s role as a ‘National Gateway’ and aiming to set a new standard in the transit advertising landscape.
To contribute to the success of the opening, Etiqa Insurance Singapore added a station dominance concept to give a distinct feel to the station, with an interactive game by adtech company Asiaray to engage commuters.
For Etiqa’s station dominance concept, the insurance provider collaborated with their media agency, Hearts & Science Singapore as part of their latest brand campaign, ‘With You for the Ride.’
The concept includes extensive designs on the glass lift panels, stair risers featuring floor stickers, and 76 panels of platform screen doors. This thoughtful approach ensures that Etiqa Insurance Singapore’s presence supports commuters at every step, enriching their journey with meaningful engagement.
At the concourse level, Etiqa Insurance Singapore worked closely with Asiaray’s ad tech team in Hong Kong to develop an interactive game on an expansive 86-inch digital screen. Commuters can participate by scanning a QR code with their mobile phones, immersing themselves in dynamic digital quests and opportunities to win exciting prizes.
Talking about this integration, Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, highlights, “The ‘With You for the Ride’ campaign showcases Etiqa Insurance Singapore’s dedication to humanising insurance and making it relatable to the aspirations and dreams of Singaporeans. Our ongoing campaign at Marine Parade station invites all Singaporeans to embark on life’s journey together with Etiqa Insurance Singapore as your trusted partner, transforming life’s uncertainties into enriching experiences.”
Meanwhile, Vincent Lam, chairman and executive director at Asiaray Media Group Limited, commented, “We are thrilled to partner with Etiqa Insurance Singapore. Their involvement in the launch of Stage 4 of the TEL underscores the strategic effectiveness of our advertising solutions. Our joint efforts not only enhance brand visibility but also create a lasting connection with the commuting community.”
Singapore – Youthline, a charity that provides youth mental health assistance, and PleaseStay Movement, a non-profit suicide advocacy group, have started an initiative to shed light on the deep and long-term consequences of youth suicide. Titled ‘The Rooms That Remain’, this effort was implemented in conjunction with MullenLowe Singapore.
As part of the initiative, “The Rooms That Remain” was released, which reconstructs the bedrooms of three young Singaporeans who sadly committed suicide. These private areas, which are brought to life by the memories that their families have preserved, provide a moving window into the lives and legacies of these cherished young people.
From June 24 to June 30, the show is on display in the Wisma Atria retail centre in Singapore.
Visitors can also have a more profound comprehension of the true narratives of these figures and the catastrophic consequences for the bereaved families by entering these reconstructed rooms. A webpage with digital copies of the rooms complements the real display.
Online users are able to explore these areas and learn more about the private histories of the people who inhabit the rooms. The website will also include details on pro-bono counselling and a live mental health helpline, as well as information on how to access Youthline’s mental health resources.
This program is supported by a number of partners, including The Merry Men Works, whose aim is to create experience spaces for meaningful encounters and has played a role in bringing the rooms to life. In addition, New Charis Movers offers reliable packing services to assist families in finding closure following the loss of a loved one.
Talking about the initiative, Valerie Lim, co-founder of PleaseStay Movement, said, “Talking about suicide is heart-wrenching and difficult. However, meaningful conversations need to happen to help clarify and dispel fear about suicide among the wider public, and more importantly, build collective compassion and break the stigma which survivor-families face. ‘The Rooms that Remain’ is an open platform that offers a safe manner to broach the subject of suicide. Through these living spaces, we are invited to appreciate the lives of youths who had sadly succumbed to suicide. Here, we can ponder or discover how mental health affects us all and that, ultimately, we have a shared responsibility to look out for each other.”
Meanwhile, Marc Khoo, chairman of Youthline, stated, “The alarming rates of suicide among youths and the rise in proportion of youths in distress in Singapore calls for greater awareness, support, and collaboration across the community. Our goal is to provide a listening ear and effective support to young people who are struggling, as early as possible — and we aim to do so in the most accessible way. By creating a safe, non-judgmental space for youths to address their struggles, we hope to rein in mental health challenges before they become acute and inch closer to a future where no youth feels alone.”
Singapore – FNP.sg, an online gifting platform, has announced the launch of its newly enhanced mobile app, designed to transform the gifting experience for users in Singapore. The updated app, currently available on both Google Play Store and Apple App Store, introduces a range of innovative features that make it easier, faster, and more rewarding to send gifts to loved ones.
One standout feature of the FNP.sg app is the ‘No Address Needed’ option. This convenient function allows users to send gifts simply by entering the recipient’s phone number. There’s no longer a need for users to know the recipient’s address – with just a phone number, FNP.sg will take care of the rest, ensuring surprise deliveries are smoother and more convenient than ever.
Moreover, with a fresh new user-friendly interface, the FNP.sg app offers a seamless browsing and purchasing experience. The added integration with Apple Pay ensures a secure and swift checkout process, complementing the wide array of payment options currently available in the app.
Gifting can also be a rewarding experience with the Gold Membership Program. For a nominal subscription fee, Gold Members enjoy free standard shipping year-round. Members can also take advantage of first-time user discounts, such as S$20 off on a cart value of S$120 or more. Additionally, the membership rewards users with exclusive offers and discounts throughout the year.
Since its initial launch in 2023, the FNP.sg app has received widespread praise from users for its innovative approach to gifting in Singapore. Users also appreciate how FNP.sg is always updating its diverse range of products with new and creative gifting choices. The latest version of the app, launched on June 7, 2024, is now live and ready to elevate your gifting experience.
The FNP.sg app is officially up today, and users can visit the official website at www.fnp.sg for added details.
Singapore – The majority of marketers in Singapore are embracing AI, with 78% having experimented with or fully implemented AI into their workflows, according to a report by global technology company and AI customer relationship management platform Salesforce.
However, data from Salesforce’s report also suggests that many Singaporean marketers lack a solid data foundation, which hinders their success optimising their AI usage with only 21% being fully satisfied with their ability to unify customer data sources.
Going into more detail, the majority of Singaporeans using AI are focused on generating content, automating customer interactions, and improving customer segmentation or lookalike audience modelling.
On the other hand, this quest for unified, real-time data is more critical and challenging for marketers, with only 42% having access to real-time data to execute a campaign – the lowest globally, and with 57% needing the IT department’s help to do so.
In terms of other key local insights, there is no shortage of data sources, but putting that data to work is a challenge for marketers in Singapore, especially when it demands a holistic or long-term view of data. 49% of these marketers are tracking customer lifetime value (CTV), whilst 84% say they have a clear view into marketing’s impact on revenue.
Companies are also increasingly turning to strategies like ABM and loyalty programs for better acquisition and retention. Yet many of these programs’ information sources remain disjointed, as does the customer experience.
60% of Singaporean marketers say that loyalty data is fully integrated across all touchpoints, whilst only 35% say loyalty program functionalities are accessible across all touchpoints. Meanwhile, 50% of B2B marketers use ABM for customer acquisition, around half use it for upselling (50%) and cross-selling (53%).
To meet rising customer expectations around personalisation, marketers are moving beyond broad audience segmentations, like location or age, to more specific identifiers like individual preferences or past interactions. There is also a difference between how the highest and lowest performing marketing teams adapt. High performers fully personalise across an average of 6 channels, compared with underperformers who fully personalise across 2.
Lastly, the report stated that marketers in Singapore are most concerned about improving marketing ROI in a highly competitive landscape, yet their biggest struggle lies in both measuring results and engaging with customers in real time.
Talking about the report, Wendy Walker, vice president of marketing for Salesforce ASEAN, said, “As Marketers, we are used to the pressure of needing to do more with less whilst meeting the increasing expectations of consumers – especially around personalisation. And so it’s no wonder that we are leading the way with integrating AI. AI makes personalisation at scale a reality, while also driving greater opportunity for brand consistency and storytelling at every touchpoint and fuelling efficiency for our teams.”
“However, as we embrace this technology, what becomes critical is the need for the data we work with to be unified across systems, to give us a comprehensive view of customer engagements. Technology should empower creativity, allowing marketers to deliver meaningful and relevant content to their audiences; this is only possible with trusted data,” she added.
As consumer expectations continue to evolve in an ever-evolving consumer landscape, simply offering a product or service is no longer sufficient to capture and retain attention. Instead, brands must actively cultivate meaningful interactions with their audience to foster loyalty, drive sales, and build long-term relationships.
Engaging customers through personalised interactions, whether through social media, email campaigns, or experiential marketing, helps brands cut through the noise and establish a genuine connection. By prioritising customer engagement, brands can turn satisfied buyers into loyal ambassadors who champion their products or services to friends, family, and followers.
To continue fostering discussions on the importance of customer engagement strategies amongst businesses, MARKETECH APAC in partnership with Braze, invited top leaders from Singapore for a roundtable event titled The Future of Customer Engagement: Trends and Strategies to Stay Ahead of the Game, to share their insights on customer engagement strategies, and how they’re implementing various forms of it across their marketing strategies. What resulted was a lively and positive outlook on how marketers in the country can move forward as an industry that embraces AI-powered customer engagement technologies as part of its DNA.
Marketing leaders who attended the event include:
- Adrian Koh, head of growth at Alta
- Shawn Kong, marketing & engagement team lead, government digital services at GovTech Singapore
- Brenda Maderazo, deputy director at Health Promotion Board
- Jasmine Osada, regional digital marketing lead at Lendlease Singapore
- Wilfred John Allais, marketing lead at Ohmyhome
- Jeslyn Tan, CEO at Stellar Ace Pte Ltd
- Kit Pui Lee, director of marketing at The Esplanade Co Ltd
- Martin Li, ex-global marketing director at VT Markets
Leading the roundtable conversation is Yi En Chye, GM APAC & director, strategic consulting at Braze, who highlighted that the ability to listen, understand and act is important for good engagement and should transcend all channels, allowing the brands to meet the customers where they are.
Citing data from Braze’s latest ‘Customer Engagement Report 2024,’ she states that around 99% of respondents say their organisation is already using AI, with 79% applauding its ability to help automate routine tasks and free up more time for creative thinking. However, while enthusiasm and adoption of AI in general is widespread, most brands are not yet using it in transformative ways.
“To make the most of AI, it’s important to leverage it not just as a way to give marketers breathing room, but as a partner of sorts, a co-pilot that can work alongside to support creative and strategic work. When we treat AI as an advisor and collaborator, a wide range of new possibilities open up, creating new efficiencies and greater impact,” Yi En stated.
Yi En also added that having good modern technology means that you can confidently do that and personalise at scale, encouraging marketers to imagine what a good conversation is like in real life–it’s two way, it’s in the moment and is responsive to the context.
“The technology itself should be accessible to everyone, something that’s easy to utilise. That way, as a first step, data and tech can be democratised. Simply sharing data doesn’t guarantee a truly responsive customer experience, it requires continuous collaboration and alignment. Based on the report, our data suggests that more frequent communication is more impactful. Top-performing brands are 82% more likely to involve multiple teams and sync weekly on customer engagement, compared to other companies. This helps to support an aligned approach to customer engagement, especially on the topics of performance, data needs, and customer insights,” they explained.
Reshaping the omnichannel landscape for seamless customer engagement integration
For Martin Li, ex-global marketing director at VT Markets, he understands that modern technologies are fundamentally reshaping the landscape of omnichannel engagement in two key ways namely personalised experiences at scale and seamless and integrated interactions. This specifically includes artificial intelligence and data analytics.
“Artificial Intelligence (AI) and data analytics allow businesses to gather and analyse vast amounts of customer data, which can be used to create highly personalised experiences across all touchpoints, from targeted advertising and product recommendations to real-time customer support,” he said.
Martin also added, “Omnichannel platforms and marketing automation tools allow businesses to create consistent messaging and a smooth customer journey, regardless of whether a customer interacts with them online, in-store, or via social media.”
He also added that businesses need to map out the typical paths customers take when interacting with their brands, identifying potential pain points and opportunities for improvement.
“[Businesses must] maintain a consistent brand voice, tone, and visual identity across all touchpoints, fostering brand recognition and trust. Finally, leverage customer data to deliver personalised content, product recommendations, and promotions tailored to individual needs and preferences,” he said.
Challenges and opportunities for AI-driven automation for customer engagement strategies
Meanwhile, Adrian Koh, head of growth at Alta, noted that in the case of niche industries like Alta, the benefits for implementation may seem limited at the start.
“All is not lost; implementing AI tools for instant chats with customers, or generating content for marketing collaterals, can still be implemented so long as there is a person with a firm grasp of the subject matter steering the outcomes. In these cases, it’s more useful to think of AI as a co-pilot, and not a full replacement for human talent, at least for now,” he explained.
Koh noted, however, that as a firm thinks about implementing AI for customer engagement, businesses can immediately start their teams working with AI tools to take exploratory steps.
“Given the speed of AI advancement, a purpose-built tool might not be too far off in the distance; in which case, it is best not to be caught lagging too far behind competitors as new standards for customer engagement emerge,” he added.
When asked about how businesses can balance AI-driven automation and the human touch in customer engagement efforts, he says that for now, there’s no replacement for the human touch, no matter how unevenly it may be applied.
“This means businesses are likely to have to maintain a baseline level of human agents to facilitate customer engagements until AI tools can meet the task of facilitating customer experiences seamlessly,” he said.
He also added, “The key part of smoothening out AI and human-driven interactions is maintaining transparency with customers. Businesses need to communicate that AI bots are there to ensure timely and responsive answers on demand, but that the customer can always choose to speak to an actual person, though person-to-person interactions are dependent on availability.”
Meanwhile, Martin said that in order for AI integration to properly work, companies need to have a practical solution like establishing an Internal AI Committee: a cross-functional team to study AI, explore its potential applications, and develop a comprehensive strategy for integration.
“This committee can focus on identifying areas where AI can enhance customer engagement and drive business value. Developing clear ethical guidelines for AI development and use and addressing staff concerns through transparent communication and potential reskilling initiatives,” he said.
As for Wilfred John Allais, marketing lead at Ohmyhome, he said that the major challenges when integrating AI into customer engagement strategies is the risk of losing customers’ trust and engagement with their platforms.
“The impersonal nature of AI responses can lead to a lack of personalisation in addressing customer inquiries. Ideally, we should find a balance where AI is used to enhance and improve interactions with customers, rather than replace them,” he said.
When asked about how to properly balance AI integration with the typical business process, Allais notes, “The approach may vary depending on the business type and how customers typically engage with it. Generally, I would recommend using AI to handle repetitive and routine inquiries, while delegating the more complex issues to a relationship manager. Additionally, if AI is unable to resolve an issue after several attempts, it should promptly escalate the inquiry to a relationship manager.”
To sum all up the insights, it is worth understanding that AI integration into customer engagement strategies is not just a trend but a strategic imperative for businesses striving to thrive in today’s dynamic market landscape. By harnessing the power of AI, businesses can unlock deeper insights into customer preferences, enhance personalisation efforts, streamline processes, and ultimately foster stronger connections with their target audience. Embracing AI-driven customer engagement is not merely about staying ahead of the curve; it’s about redefining the standard for customer experiences and securing a competitive edge in the digital era.
Singapore – Socially-led creative agency, We Are Social Singapore, has bolstered its creative and strategy teams with two new senior hires, Daniel Foo as creative director and Darcy Mitchell as strategy director.
Foo joins the agency after nearly three years client-side with e-commerce company Lazada. Reporting to regional executive creative director Omar Sotomayor, Foo is responsible for leading the creative team to deliver social-first, innovative, and effective work for clients.
Foo is a seasoned creative with more than 15 years of experience working at agencies including BBH, Grey Group, JWT and McCann on clients across industries including tech, banking, tourism and retail.
“Joining We Are Social has been an extremely exciting opportunity. I am enjoying the chance to deep dive into a discipline that directly engages our audience, one where we get instant feedback on the work we do – it’s the now and the future of marketing,” Foo said.
Meanwhile, Mitchell has been charged with leading social strategy and planning for key client accounts and innovation projects. He reports to We Are Social Singapore’s head of strategy, James Honda-Pinder.
Mitchell joins after several years of consulting adtech and SaaS companies on brand positioning and content strategy. A British native, Mitchell brings a wealth of experience working across strategy, social, content and business development in both London and Singapore with agencies including Iris and Dentsu.
“I am delighted to join We Are Social – and with that, rejoin the world of social – because of my conviction in the agency’s mission and the creativity, clarity and innovation of the team driving it. I’m looking forward to working across our Samsung and innovation portfolio and collaborating across departments and offices to unlock new areas of growth both in and outside of consumer tech,” Mitchell stated.
Nai Yen Wang, managing director of We Are Social Singapore, commented, “Daniel and Darcy are both excellent additions to the team, adding the right firepower and expertise that we need to continue delivering market-leading strategic, creative and innovative future tech solutions for our clients to recharge their marketing mix. We are thrilled to have them join the agency.”