#DMWF Asia 2020: Interview with Edwin Toh, Head of Digital Marketing at MoneyOwl

By: Hannah Pinchbeck

January 8, 2020


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Edwin Toh has more than 10 years of experience in marketing, specialising in digital marketing. He started off as a freelancer, and gained interest in digital marketing. Edwin held multiple management positions in different industries and was an expatriate in Thailand for 3 years, only recently did he return to Singapore. He conducted many workshops and seminars, and mentored his team members and workshop participants. Edwin’s experiences in multiple industries allow him to devise effective marketing strategies to reach the targeted audiences. Edwin holds a Bachelor of Science (Honours) degree in Management from University College Dublin (NUI), as well as multiple professional certifications in digital marketing.

Edwin will be joining us at #DMWF Asia on 18-19 February, taking a seat on the panel: Examining Your Digital Marketing Strategy for 2020!

Ahead of #DMWF Asia we caught up with Edwin, to find out his thoughts on the digital marketing landscape, what he thinks us marketers should be looking out for in the future and what he’s most looking forward to seeing at #DMWF Asia on 18-19 February.

Let’s kick off with a bit about your background in digital marketing and what you’re up to at the moment? 

Looking back, it has been 11 years since my first interaction with digital marketing. I started out with SEO and SEM, and was given a choice to learn more of the other aspects of digital marketing when I started working full-time in 2011. Since then, I’ve continued to read on newest trends, different case studies, and experiment with new strategies. Currently, I’m with MoneyOwl, Singapore’s first bionic financial adviser. I’m leading the marketing team over there and we’re looking to empower Singaporeans to live a more fulfilling life. 

Which digital marketing trend that has impacted your campaigns the most in past year? 

In the past year, Marketing Automation have positively impacted my campaigns. Consumers have always been the core of marketing. Marketing Automation allows marketers to deliver the right message at the right time after analysing the behaviors of your traffics, leads and customers, and automatically sending the message that will be the most suitable for them. 

What is the next BIG thing that marketers should be preparing for now? 

I believe it is AI. AI has been around and has been the talk of town in recent years, however, as it is, I believe AI is still far from its full potential. Marketers should prepare themselves for stronger AI tools that will be available soon.

What is the best piece of advice you have been given as a marketer? 

This piece of advice I got was given to me about a decade ago and it is still relevant today. Think about what will get your targeted audience engaged, it will then lead you to finding the best strategy you need for your business to grow.

What, in your opinion, is the most exciting new technology for marketers? 

Honestly, there are many new technology in the market for marketers. I’m still giving the vote to AI. Mainly because there are so many things AI can do. There may be some technology in the market that uses AI, but think about what AI can do when it is more advanced than today. Things that are deemed too complex for marketers will be available readily. AI will positively impact product recommendations, content creation, UI/UX, email personalisation, and so much more.

What can our community learn from you at your session/panel at DMWF Asia? 

I am a marketer that focuses a lot on consumers and consumer behavior. Consumers are the root of my marketing strategy. I can best sound my opinion on how to leverage consumer behavior and understanding to create a successful digital marketing plan.

Who else on our DMWF Asia speaker line up are you looking forward to learning from? 

I’m excited and looking forward to meet Chris and hear from him. Mainly because mobile is extremely important right now, and being an MD for a mobile-first marketing agency will have tons of insights for me and the rest of us. 

Thank you Edwin! We look forward to seeing you for #DMWF on 18– 19 February in Asia!

Edwin Toh will be taking a seat on the panel, Examining Your Digital Marketing Strategy for 2020 on day 2 at #DMWF Asia on 18-19 February 2020 at the Marina Bay Sands in Singapore.

To see our full agenda and book tickets please visit our website.