This is a talk presented by Daniël Heerkens, Digital Marketing Strategy Director at 2Stallions Digital Marketing Agency at EuroCham on 15th May 2017. He is sharing insights on the rapidly changing digital landscape in Asia Pacific and how to translate the digital trends to one’s own marketing targets.

1. 1
Engage Asia. Go Digital.

2. Hello, I’m Daniel

3. Our Notable Clients
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4. EVOLUTION OF
MARKETING
3

5. 4
Marketing, The Story So Far
1995-2004 | Traditional Marketing + Web 2005-2009 | Web-centric Marketing
Company
Website,
Video
& Mobile
News-
paper
Direct
Mail
TV
Email
WEBRadio
PPC
Outdoor
SEO
Company
News-
paper
Direct
Mail
TV
WEB
Radio
Outdoor
Beginnings of engagementDisruptions

6. 5
2010| Modern Marketing
buyers are already
60% through their
buying cycle when
they approach
vendors.
60%
Why Content Marketing is important
Company
Website,
Video
& Mobile
News-
paper
Direct
Mail
Social
TV
Marketing
Auto
WEB
Me
dia
Buy
PPC
Outdoor
SEO
Engagement & Conversion
Media
Buy

7. 6
The Purchase Journey is Changing

8. SO WHAT EXACTLY IS
CONTENT MARKETING &
WHY IS IT IMPORTANT ?
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9. CONTENT MARKETING USES YOUR
INSIGHT TO CREATE RELEVANT,
INTERESTING AND ENGAGING CONTENT
TARGETED AT POTENTIAL LEADS, AND
CUSTOMERS THAT SELLS WITH THEM
RATHER THAN AT THEM
This is thoughtleadership, brought
To life throughcompellingcontent
Incites action
by guiding not forcing
It’s not aimedat everyone
But at targetedleads.
Content Marketing In A Nutshell
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10. Content Marketing VS Other Forms of Marketing
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11. 10
So Content Marketing is Another Form of
Advertising?

12. PURCHASEINTENTHIGHLOW
Social
Post
Website
/ Online
Potential Leads
Goal: Brand Awareness
1.
Direct
Contact
Leads
Goal: Product Knowledge
2.
Opportunities
Goal: Closed Deal
3.
Content Marketing : The 3-Step Guide to Generate
More Leads & Active Customers
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13. SETTING KPIs
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14. 13
- E-consultancy andGoogle,Analytics andmeasurement survey 2017 -
95% of Leading Marketers agree that “to truly
matter, marketing analytics’ KPIs must be tied to
broader business goals”
Great we have superb marketing content! How
about KPIs?

15. Most Important KPIs for Marketers in SEA
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1. Generate Traffic & Leads
2. Providing the ROI of your marketing activities
3. Targeting content for an international audience
Source: Publicis

16. TRACKING
PERFORMANCE
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17. EVERYONE KNOWS WHAT ANALYTICS is
and has at least Google Analytics installed.
Assumption
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18. • To get the best out of your analytics, your
objectives should be top of your mind.
What are your Objectives ?
17
e.g. If you want to establishthought leadership,your demographics, social
shares and sessions would be important for an overall picture.
• Your analytics are meant to inform you based on
your objectives.

19. Content Marketing KPIs
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• Traffic On Site
v Number of unique site visitors
v Return visits to website
v Shows your content is sought after/attractive
v Bounce Rate
• (Micro) Conversions to Mailing List
Readership that can become advocates & future sales
• Sales
Advertising / eCommerce / Off line Sales

20. Important Traffic Metrics
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Traffic Sources
• Direct: visit based on type URL
• Search: visit based on search query
• Referral: visit based on mention on another site
• Social: visit from social media platforms
• Campaign: traffic from the various campaigns SEM, Social etc.
• Mobile traffic : visit from mobile phone

21. Important Overall Metrics
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Interactions Per Visit
• Pages View Rates
• Time Spent
• Popular pages and navigation paths

22. Metrics Per Content
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Make informed decisions
• From the date of release, track social shares and page views for each piece of
content.
• Note it in your Content Calendar
• Track views by authors (if you have multiple writers) or even by categories

23. Objective: The Everlasting Customer Funnel!
22

24. 23
Case Study: Wavin Group Asia Pacific

25. 24
Case Study: Wavin Group Asia Pacific

26. p
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2Stallions
Digital Services
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