The

Rationalisation of

CONTENT

the singapore

marketerknowledge for marketing excellence jul-sep’16

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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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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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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