Digital Marketing: New Kid on the Block

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Dhawal Shah, the Co-founder and Technical Director at 2Stallions, states that digital marketing is the new kid on the block that everyone is trying to take on, but still needs more time to get to know.  

By ShuQi Liu

“Business owners don’t realise that hard work is required for online success. They assume it is easily achieved without effort and with little investment.”

Dhawal Shah got his first taste of digital marketing in Silicon Valley. When he pursued a technopreneurship course at Stanford University in 2008, many new learning experiences blew him away.

“I was utilising digital marketing in one way or another, managing IT projects with a healthy dose of skepticism and optimism. It is important to deal with it from a security perspective as well. I really love digital marketing, it is made more enjoyable with continuous learning and growth,” says the Co-Founder and Technical Director of 2Stallions.

With a hand in creative work, branding, design, strategy and executional items like development, implementation and deployment, digital marketing is a newcomer that has taken the world by storm.

From storytelling across various social media platforms to driving revenue dollars up electronic sales channels, digital marketing has transformed the way businesses engage with customers online.

Yet, there are plenty of challenges digital marketing agencies face in Singapore. Dhawal thinks that lack of education is probably the biggest pain point of the industry: “Despite an IT-savvy population, business owners don’t realise that hard work is required for online success. They assume it is easily achieved without effort and little investment. In fact, a lot of time is required to come up with ideas and execute them.”

Another misconception is that digital marketing cannot be done if you don’t know how to code. “While programming and being a tech geek helps, digital marketing is as much about behavioural science, psychology, copywriting and strategising as it is about online implementation. If you don’t have the time, be prepared to spend a lot of money to engage the web,” Dhawal explains.

“Digital marketing is as much about behavioural science, psychology, copywriting and strategising, as it is about online implementation.”

While marketing in the online world may seem like a daunting task, Dhawal shares his tips for the uninitiated to take a leaf out of the jock’s book:

  1. To find out how visitors are interacting with the website, Google Analytics is the simplest tool that provides great insights.
  2. For e-commerce websites to generate online sales, Google ads work better. Facebook ads can target a niche demographic, but a soft-sell approach is required.
  3. An active Facebook page is still the best way to raise awareness for your brand.
  4. Present content in a way that captures the imagination, is simple to read, and promotes social sharing if you want to spark conversations off across the web.
  5. In order to better understand online customers, send feedback forms to gather their insights.
  6. Use email marketing to keep in touch with existing contacts. Watch how they interact with your new products.

Images by 2Stallions


2Stallions works with businesses to conceptualize and implement an online presence. They provide help in all things related to digital marketing – consultancy, website development, SEO, SEM and SMM services.

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