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6 Digital Marketing Grants You Should Know To Weather the Covid-19 Storm in Singapore

Renee Hwang
Renee Hwang 12 April 2020


While Covid-19 takes a toll on people and businesses alike, there's still a silver lining from Budget 2020.

As the government has set aside more than S$54 billion dollars to tackle the crisis head front, it is more important than ever to be in the know of the opportunities available to you.

The uncertainty posed by the pandemic during this time has inevitably highlighted the importance of digital marketing for businesses, growth hackers, agencies and marketers. Find out what Digital Marketing Grants the government has rolled out to help individuals and businesses amidst the frenzy.

Hear from the expert herself

On 1 April 2020, Sharon Neo from Digital Influence Lab teamed up with MarColl to speak on how to effectively utilize Digital Marketing to weather the Covid-19 storm in a Live Webinar for those who are seeking for solace amidst the frenzy.

As the founder of Digital Influence Lab, the only digital marketing agency appointed by the government to help SMEs build their digital marketing capabilities, Sharon is in a good position to address these knowledge gaps in the market. She delves into several new initiatives that may be of help to businesses and enterprises survive during this time.

Look Out For These 6 Digital Marketing Grants

1 Enterprise Development Grant (EDG).

What is it?

A general catch-all grant to support Singapore enterprise in their (a) Core Capabilities, (b) Innovation and Productivity and (c) Market Access

How can I benefit?

EDG funds up to 90% for Covid-affected industries and up to 80% for others.

To qualify:

Businesses have to be registered and operating in Singapore, have a minimum of 30% local shareholding and be in a financially viable position to start and complete the project. This grant will last from April 2020 to Dec 2020 and EDG is extended to 31 March 2023.

2 Productivity Solutions Grant (PSG).

What is it?

The grant supports companies keen on adopting IT solutions and equipment to enhance business processes that include

(a) Vertical-specific software solutions including the retail, food, logistics, precision engineering, construction and landscaping industries;

(b) Horizontal-specific software solutions such as in areas of customer management, data analytics, financial management, and inventory tracking

How can I benefit?

In light of Covid-19, funding has been raised from 70% to 80% from 1 April 2020 to 31 December 2020, capped at S$30,000 per entity per financial year.

To qualify:

Companies have to be registered and operating in Singapore, purchase/lease/subscription of the IT solutions or equipment must be used in Singapore and have a minimum of 30% local shareholding.

3 Multichannel E-commerce Platform (MEP).

What is it?

This platform helps manufacturers, retailers or distributors of products to list and sell their product on multiple overseas e-marketplaces.

How can I benefit?

This is a one-time support of 70% of eligible program costs for a year.

To qualify: Business entities have to be registered/incorporated in Singapore, possess at least 30% local shareholding, group annual turnover not exceeding $100 million per annum, or group employment not exceeding 200 employees and should ideally not have had prior experience in exporting products overseas using digital channels.

4 Skillsfuture for Individuals

What is it?

Skillsfuture for individuals can be used on top of existing government course subsidies to pay for a wide range of approved skills-related courses.

How can I benefit?

All Singaporeans aged 25 and above will receive an opening credit of $500. Individuals aged 40 – 60 years old receive an additional $1000 top-up (Mid-career support).

To qualify:

Only Singaporeans aged 25 and above will be qualified for the credits.

5 Skillsfuture Enterprise Credit (SFEC).

What is it?

The SFEC supports both

(a) Enterprise Transformation (up to $7000), which are programs that support enterprise transformation;

(b) Workforce transformation (up to $3000), which includes job redesign initiatives and curated training programs by SkillFutureSingapore and Workforce Singapore (i.e. training courses aligned to the Skills Framework, Professional Conversion Programmes and sector-specific programs).

How can I benefit?

It is a one-off $10,000 credit to cover up to 90% of out-of-pocket expenses on qualifying costs for supportable initiatives, over and about the support levels of existing schemes.

To qualify:

The list of SFEC-supportable programmes can be found here.

6 Union Training Assistance Programme (UTAP).

What is it?

UTAP is a training benefit for NTUC members to defray their cost of training to encourage more NTUC members to go for skills upgrading.

How can I benefit?

NTUC members can enjoy 50% off unfunded course fee support for up to $250 each year for courses under UTAP.

To qualify:

You just have to simply source for a course and training provider under UTAP by clicking on ‘Search Course’ under the “Skills Upgrade Available’ tab.

But first, understand your fundamentals.

While it is important to be aware of these opportunities and maximize the support the government has provided, it is paramount that businesses understand their fundamentals first and devise a sound strategy regardless of how Covid-19 has impacted you or your business.

For one, force yourself to keep to the essentials and focus on what is and has been important thus far. While fear may present itself to be a limiting factor to grapple with the challenges that have stemmed from the ambiguity of the pandemic, many businesses are using this time to re-evaluate their strategy or take up new projects that have otherwise been on hold.

“In every crisis lies an opportunity”

While growth may not be the priority for businesses that have been directly affected by the virus, it is a good time for you to either prepare or reflect upon the business thus far. Do not confine yourself or your business when it comes to innovation and be ready for when the economy starts to pick up again.

For businesses whose operations are largely unaffected, do not only keep to the status quo but prepare yourself for the volatility that comes with the ever-changing business landscape.

If you are the lucky few who are spared from the impact of the virus (as it would for certain types of businesses), our advice is to double down, save up and keep going.

Ultimately, a common theme undergirding a strong response towards this global pandemic would be to constantly adapt, learn and innovate during this ambiguous time.

“Who has led my company’s digital transformation? Covid-19.”

Covid-19 has been a wakeup call for digitalization. How then can we be opportunistic during this time? We feel that Digital Marketing can help businesses take their strategies to the next level, regardless of how it has affected different businesses on various levels.

If you’ve always wanted to create an additional stream of income for your business through digital means, now is the time.

Where to go from here?

Build on content. Work on generating leads. Acquire more skills. The potential to expand is endless, so you shouldn’t be afraid to knock at the front door of every opportunity that comes your way.

Although content marketing and creation is something that is done over time, there is no better time to demonstrate thought-leadership in the specific industry you are in. The uncertainties that stemmed from the crisis have created an informational gap, and there is a demand for quality guidance.

Capitalize on this opportunity to differentiate yourself or your business through curated content that demonstrates thought-leadership in whatever space you are in.

As Warren Buffet has aptly put forward, “Be daring when others are fearful”.

There is little cost in trying something new, and you never know when something may take off in the near, foreseeable future.

If you missed the opportunity to attend the live Webinar and want to learn more about Digital Marketing Grants from Sharon Neo herself, we've uploaded the FULL version of the Webinar here for your perusal.

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Renee Hwang
Written by

Renee Hwang

Just another Digital Marketer on the block with a HUGE media (and actual) diet. Believes that a compelling story can go a long way and would love to help organisations find theirs.

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