B2B Technology Marketing Journal

State of Marketing 2010 : Survey Results


The strategy and tactics for marketing are changing rapidly. We conducted a survey to gauge the dynamics of these changes, with a focus on Singapore (though we had responses from outside Singapore too). View/download the full survey report from Scribd. Followings are the key highlights of our findings:


83% of respondents either led (CEO, Managing Director) or held a marketing role in their companies, giving weight and accuracy to the findings as reflective of the companies’ marketing outlook and strategic direction.

Marketers, rejoice! More than three-quarters of respondents say their marketing budgets have increased (44%) or stayed the same (32%) this year. This translates into substantial opportunities for marketers. It also means companies have an overall positive outlook for the year and are willing to commit sizeable funds for marketing efforts.

overall budget

How are marketing budgets being allocated?

Close to 45% respondents say the marketing budgets for social media and social networks, and interactive digital media have increased. In fact these two channels see the biggest increase in budgets, followed by Public Relations. This demonstrates the increasing value placed on these marketing channels and the increased commitment companies are willing to place on these to generate revenue. Print, advertising and broadcast media see the largest drop in budgets (close to 30%).

budget allocation

Where in the (social media) world are they?

Facebook emerges champs in Singapore with a whopping 43% reporting they are primarily active on it. Coming in a close second are LinkedIn and blogs at 35% each – all very good news as blogs, LinkedIn and Facebook can form the cornerstones of companies’ social marketing efforts. But the results are tempered by a good 35% saying they are not in social media at all.

Social Media Presence

What do they use social media for?

The number-one advantage of social media marketing (by a long shot – 94%) is generating exposure for the business (brand awareness and product awareness). Significant numbers also report using it for thought leadership, customer engagement and lead generation. The figures increase somewhat proportionately when asked what they would use social media for in the next 6-12 months, with customer engagement seeing a twofold jump from 28% to 54%.  And an exuberant 70% of respondents say they agree or strongly agree to social media being effective for marketing. Just 4% say they see no value in it.

Use of Social Media

Who manages social media?

This was a question intended to glean how companies view social media as a marketing channel – whether as a traditional channel that typically has strong external (read: agency) involvement, or as it’s exhorted to be – one having a strong personal, authentic and transparent tone of communication, direct from the people who run the business.

A gratifying 70% of respondents say they manage social media endeavours in-house, which is a major step forward in lending social media marketing its unique flavour and harnessing its inherent advantages. Only 12% of companies are outsourcing any aspect of their social media marketing.

Download: State of Marketing 2010 : Survey Results 

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About the author


Anol has over 18 years of experience in consulting hi-tech and telco clients in the field of B2B marketing strategy.

He is a regular columnist in various print and online newspapers, such as Business Times, Straits Times, Marketing Interactive, Asia One, MIS Asia, and CIO Asia

Anol has given keynote addresses, and been a panelist, at BMA (Chicago), Canalys, SES (Hong Kong and Singapore), Click Asia Summit (Mumbai), AdTech (Singapore), SiTF Workshops, etc.


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  • […] [Updated: 10.50 am ] State of Social Media in Asia by Thomas Crampton from Ogilvy PR Worldwide, runs social media strategy for Ogilvy in APAC. Social sites increasingly dominate the Internet. We’re hitting a point of critical mass of digital natives (especially in China). They are creating global playgrounds; in some countries more friends online than offline (MTV survey). Digital immigrants are getting increasingly engaged. Women and men are taking part (more women may be doing social stuff, but men are kings of downloading). Asians enjoy creating content, and level of engagement is higher than the West (really? hmmm….). Asians search before buying. Asians share brand messages online. Asia’s social media landscape – great slide on diversity of social media ecosystems. Facebook is sweeping across South-east Asia (customised strategy works: high-quality mobile app made it easy to adopt in Indonesia – 2nd highest FB mobile user base; through gaming channels (Farmville!)) in Taiwan. Three countries with very interesting mobile ecosystems – India, Indonesia and Japan. In South Korea, all of life is mobile. Singapore is crazy about online video; they consume 10.5 hours on average per month. Facebook drives the growth of the social networking category in Vietnam. [Related stuff from B2Bento: 2010 State of Marketing (Singapore Industry Report)]. […]

By Anol
B2B Technology Marketing Journal
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