What are the insights shaping 2025 marketing strategies for SG-based marketers?

Data ambitions, AI and machine learning and omnichannel marketing are some of the key areas marketers are concerned about in 2025. This is according to the Yahoo Singapore Digital Marketers Pulse study, conducted in collaboration with global market research company Milieu Insight.

The study looked at some of the challenges, opportunities, and motivators shaping Singapore’s marketing landscape now and through 2025 and captures the priorities of over 180 marketing and advertising professionals in Singapore.

Overall, marketers in Singapore are relatively optimistic about 2025 with 41% expecting an increase in budgets next year, and 39% expecting budgets to remain flat. Against this backdrop, almost half of marketers will be looking to explore new frontiers, be it new and emerging channels (45%) or new technologies (46%).

John McNerney, managing director AUSEA, Yahoo DSP said more and more in today’s hyperconnected world, marketers need to invest in omnichannel campaigns that seamlessly connect with consumers across touchpoints, efficiently. “This shift presents a golden opportunity for marketers to harness the power of AI and its tools to enhance targeting and performance, and deliver maximum impact,” said McNerney.

Kenneth Koh, head of commercial sales, Southeast Asia at Yahoo DSP, added that today, marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships.

Here are some of the key trends shaping the Singapore industry according to the Yahoo study.

A gap in data ambitions and real world practices

Data privacy, signal loss, and identity remain top-of-mind for marketers, with 85% of marketing and advertising professionals calling for more data-driven marketing and 73% concerned about data privacy, identity constraints and signal loss in the near future.

Yet, the study reveals gaps in data use where only 21% fully utilise online first-party customer data and a mere 11% use offline customer data to its full potential.

Furthermore, many marketers admitted to limited data application, with 70% only somewhat using online first-party customer data and 72% only somewhat using offline customer data for omnichannel efforts.

AI and machine learning a priority

With 75% of Singaporean marketers eager to harness AI and machine-learning solutions, and 45% identifying AI as a priority for 2025, predictive analysis (53%) and campaign optimisation (53%) top their intended applications.

Omnichannel integration a must

When it comes to media planning and buying, 42% of marketers would like to adopt omnichannel campaigns, with mobile leading as the preferred channel (39%). For 46% of marketers the availability of omnichannel or cross-channel capabilities were important when selecting ad platforms.

Open web appreciation 

The study also highlights an increasing appreciation for open web platforms, with 34% of advertisers upping their spend on open web compared to 27% for walled gardens. Notably, 20% of marketers allocated no budget to walled gardens, while only 12% avoided open web platforms.

Performance marketing over branding

This year, 61% of marketers prioritised performance marketing over brand-building, with only 30% intending to focus on brand marketing in 2025. Performance considerations are central when selecting ad platforms, with cost-effectiveness and transparency (73%) and reporting and performance measurement (64%) the top priorities. In fact, 65% of marketers are zeroing in on campaign performance and efficiency in 2025.

However, a large majority (76%) indicated campaign performance and efficiency as their top industry challenge, underscoring the struggle to deliver results amid budgetary pressures.

Plagued by industry fragmentation, marketers also face difficulty measuring ROI due to the difficulty of tracking cross-channel performance and attribution (72%) and integrating data from different sources (56%). A sizable minority indicated they lacked resources to measure ROI - tools and solutions (38%), expertise (34%), and time (29%).

“While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential,” said Dan Richardson, director of data and Insights, AUSEA, Yahoo DSP. He added that amidst a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first-party data efficiently for enhanced targeting and omnichannel strategies.