Singapore

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

International bank marketing can be different. Banks have been homing in on residents who have sold homes through an en bloc sale, a property transaction process which is throwing up a uniquely Singapore species of freshly minted millionaires who are collectively worth billions of dollars.

Running a small business is the epitome of the American Dream. As all owners know, navigating successfully through the various stages of business growth is directly tied to the process of reaching and acquiring new customers. Luckily these days, marketing a unique product or service doesn’t require a huge advertising budget.

Meet Rachel Law, a 25-year-old graduate student from Singapore, who has created a game that could literally wreak havoc on the online ad industry if released into the wild. Her creation, called "Vortex," is a browser extension that's part game, part ad-targeting disrupter that helps people turn their user profiles and the browsing information into alternate fake identities that have nothing to do with reality. People who use the browser tool, which works with Firefox and Chrome, effectively confuse the technologies that categorize Web audiences into likely running shoe buyers, in-market auto buyers, or moms interested in cooking and football.

Marisa Anne Edmund, Target Marketing magazine's 2012 Direct Marketer of the Year, likes to think big. And in terms of the global picture, that means Edmund Optics (EO) needs to speak the languages people use around the world, to understand the language computers use and to recognize what its own people are saying when they need outside help.

Do you sometimes wonder if strange goings-on in the next office or on an upper floor by hotshots—who in reality don't know squat—could bring down your business? I find astonishing the number of rogues who make decisions not knowing the rules, not understanding their business model and, worse, worse, worse, not testing small. Instead—convinced they know it all—they roll out big. When things don't go their way, they double-down. And everybody gets clobbered—fellow employees, stockholders and the public.

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