What are some factors that impact your decision to choose marketing as a career?

What are some factors that impact your decision to choose marketing as a career?

I founded my copywriting business firstly as a sole proprietorship in 2003 and incorporated it in 2005. At this stage I just wanted to be able to work from home and look after my two toddlers, and a home computer and access to the Internet allowed me to do that. I didn’t really envision running a business at this point.

I recognised a need for copywriters in Singapore, which were lacking at the time and knew this was the ideal niche for me with my strength in English as a former English teacher and my love for writing.

I realised that a lot of design agencies in Singapore did not employ in-house copywriters so I phoned around and offered my services as an outsourced copywriter. Before long I had too many projects and ended up setting up a commercial office and hiring staff and things grew organically from there.

What are some characteristics that you believe every marketing professional should possess?

The ability to organise work and time is crucial. We are up against tight deadlines and the ability to meet deadlines and work with looming deadlines ahead of you is critical.
I find with a lot of the copywriters I have trained, the main weakness is in planning of the work. Not enough time is spent on research and organising information to really understand the subject matter and the target audience before they sit down to write. The result then is a weak confused piece that misses the key USPs. I’m a huge fan of mind maps, and like to get everything out on one page before I start. I tell my writers that they should give 70% of the allotted time to the preparation and 30% to the writing.

When you are clear about what needs to be communicated, for any skilled copywriter, the writing can be done fairly quickly at this point.

Curiosity would be another quality to possess. A marketer needs to be constantly asking questions and digging deeper into the subject matter to get to the real motivations to buy. You should become an advocate for the product or service and really get in there.

And love what you do.

What is the biggest challenge faced by marketing professionals today?

Competition is always a challenge and there are more marketers out there now than there used to be. Being able to stand out and be different is important. Having a strong brand and sense of identity, and knowing and communicating your worth is important so you compete on value rather than price. Then over time, having a strong track record helps to set you apart.

 

Ange Dove is the owner of several companies aimed at helping entrepreneurs to brand, market and grow their businesses.

She founded Singapore’s first copywriting agency in Singapore in 2003, filling a much-needed niche. When others followed suit, she grew the business into a successful marketing agency whose mission was to elevate the sales and branding of corporate companies in print and online. More

What advice would you give to someone going into leadership position for the first-time?

What advice would you give to someone going into a leadership position for the first-time?

Always listen to the people you are leading, you will probably learn valuable lessons that will make you a better leader. And treat everyone with respect and kindness.

How do you ensure you continue to grow as a leader?

Always stay hungry, stay humble and don’t forget to have a sense of humour.

 

After graduating from Keele University with a degree in Law and Psychology, Adrian did the natural thing and spent the next eight years working as an actor in the UK. More

What are the job opportunities / roles available in the area of Big Data?

What are the job opportunities / roles available in the area of Big Data?

The roles are very fluid. Just a few year ago everything was about capturing, storing and processing data. Now this is largely a solved problem, and these functions will be automated and outsourced to generalized products. The growth is in data analysis and machine learning. I expect a rise of domain specific roles, like “marketing data scientist,” “UI/UX data scientist,” “sales data scientist,” etc.

What advice would you give to someone going into a Big Data position for the first-time?

Don’t get caught up with one technology, keep looking out for new things. Surprisingly, don’t concentrate on technology at all! Look for business value, try to be useful for the company.

What are the skills and knowledge expected of an Big Data professional

It is a very challenging job as you need to know many things. A traditional list includes programming skills, statistical inference, Big Data platforms, machine learning techniques, plus data visualizations and communication with business people.

But if you really want to challenge yourself, I would replace communication skills with the ability to preach Big Data, the ability to persuade people in your organization. In fact, the biggest risk for Big Data is to become a silo that only responds to requests for aggregated reports. You are aggregating all the value out! If you want to overcome it, you will need to be an evangelist of “decision-making with Big Data.”

 

Nikolay Novozhilov is a Chief Data Scientist at Wego.com, Asia-Pacific and the Middle East’s leading flight/hotel metasearch engine, operating in over 50 markets worldwide and used by millions of travellers. More

People Who Have Had Tremendous Impact on You as A Leader

Can you name someone who has had a tremendous impact on you as a leader?

I don’t look at one person in particular as having had a tremendous impact. Although my father, Michael Dunn with whom I work with, has had a major influence on the style of persona and real estate agent I have become.  Over the years, I have taken characteristics from varying leaders of industry, in and out of real estate. For example, I have a strong admiration for championship surfer Kelly Slater and the discipline and ethos he has. His discipline has influenced me greatly and I carry this style into my own business and life.

 

Some might say it was inevitable that James would make real estate his career, as he possesses many of his well known and well respected father, Michael Dunn’s’ traits. Having been influenced over the years observing the success his father enjoyed, James developed a desire to follow that lead. More

Biggest Challenge Faced by Marketing Professionals

What is the biggest challenge faced by marketing professionals today?

One of the major challenges especially when you have a team working under you is to maintain a sense of taste and aesthetic as the design of a marketing campaign cannot be conveyed as a scientific product yielding in a particular look. It’s always abstract. This can results in a lot of back and forth before the final product is ready. For such an aesthetic sense to be developed in your team, you will have to allow your team to experiment.

What are some difficult decisions you need to make on a day-to-day basis as a marketing professional?

A difficult decision is to identify the right time to market a product either by utilizing the current campaign or by delaying the marketing campaign while improving.

 

A recipient of the 50 Most Influential Solar Energy Leaders 2015 (Thought Leaders International), 50 Most Impactful Green Leaders 2016 (World CSR Day), and Most Influential Marketing Leader 2016 (CMO Asia), Tanya Batra is a marketing professional with vast amount of experience. More

Big Data and Where its Technologies Create the Most Impact

What do you think about the term Big Data?

The term is a bit of a misnomer actually. Big data does not only refer to large volumes of data. you need to also consider the variety of data (text, images, audio and video) and the velocity of data (the speed at which we generate data)

Where do you see Big Data and its technologies create the most impact?

It impacts the economy (profits, cost savings), governments (cost savings, efficiency) and society. Big data cuts across all industries and if you organization is generating data, you will need to perform (big) data analytics in order to remain competitive.

Peter Kua is a thought leader in driving the National Big Data Analytics Initiative agenda to realize Malaysia’s vision of being a regional hub for advanced data analytics by 2020. More

Difficult Decisions to Make on a Day-to-day Basis

What are some difficult decisions you need to make on a day-to-day basis as a leader?

To balance the big picture and the operational detail of my organisation. Leading a tech startup with innovation as the core, it is easy to be trapped in the tendency to pivot fast and change the direction many times. To balance the slightest pivot that may affect the whole operation is a constant challenge.

What advice would you give to someone going into a leadership position for the first-time?

Listen. It is not about you but about the people that you lead. Make sure you solve all obvious problem.

Nancy Margried, a Chevening Scholar, TEDx speaker, INKTalks Asia speaker, a panelist on APEC 2013 in Bali initiated by Google for Indonesia Innovate Program is an award-winning entrepreneur with an international recognition. She is also a proud member of Asia 21 Young Leader Class 2015 and a winner of Information Society Innovation Fund Award (ISIF Asia) in 2015. More