Online Marketing: A Boon or Bane for Business in Singapore?

Abstract

This paper examines the impact of e-commerce through online marketing among the multi-national corporations in Singapore. A survey was carried out to examine the differences between online and traditional marketing strategies, to explore the possibility of online marketing replacing traditional marketing, and consequently, the future of online marketing in Singapore. The findings reveal that MNCs do adopt different marketing strategies, both online and offline, in aspects of product, price, place, promotion, people, physical evidence and promotion. Results indicate that online marketing is still in its infancy in Singapore. Although most MNCs are not selling online but some plan to do so within twelve months.

Keywords:

• Online marketing strategies
• online transaction
• electronic commerce adoption
• multi-national corporations (MNCs)
• B2B
• B2C

Acknowledgements

The authors wish to thank The Singapore Economic Development Board for providing essential background materials for this research study.

Notes

¹ High involvement products are those that consumers attach a higher level of importance or interest to, which will lead them to engage in an extended decision process, e.g. buying a car, housing, insurance policy, computer.