Prologue.

Welcome back fellow digital explorers.

Upon exploring the evolution of marketing for the past two years in Singapore, I have landed in UK, Southampton to further immerse in the depth of marketing knowledge.

The past two years have been a fruitful journey with a focus on digital and analytics, including a six month stint with Nielsen Singapore and a dissertation titled “Bridging the data skill gap: An exploratory study of the (marketing) analytical talent in Singapore”.

Various themes of marketing were explored from research to communications to corporate social responsibility (CSR), just to name a few. The knowledge and experience gained from immersing in these themes struck a valuable realisation that the evolution of marketing  is inevitable. This was one of the key motivation that landed me here in Southampton.

“Marketing in the 21st Century” is the stepping stone for this leg of this journey. As I embark on exploring contemporary marketing issues, this blog serves not only to explore the retrospective of contemporary marketing but also prospectives of these issues. More specifically, the themes will revolve around consumers and technology that is believed to be the heart of marketing. While it is vital to acknowledge the delusional divide between theory and practice, relevant theoretical perspective serves as a perceptual lens that will ultimately create a basis of argumentation on some of these issues. Therefore, please do not hesitate to share your ideas on some of these issues as they will be deeply appreciated.

On that note, stay tuned to this space for an intellectual exchange of contemporary marketing issues!