Contenu connexe



  1. Digital Marketing Certification 1
  2. i am SANTOSH
  3. Marketing is no longer about shouting in a crowded marketplace; it is about participating in a dialogue with fellow travelers. Marketing is no longer about generating transactions; it is about building relationships. Marketing is no longer about exploiting a market for your own benefit; it is about serving those who share your passion- for your mutual benefit. 3
  5. What Is Digital Marketing? It’s MARKETING, making the right offer in the right place at the right time. Since everyone is ONLINE – ‘digital’ marketing is the need of the hour. Introduction 5
  6. Why Digital Marketing 6 Digital Traditional Can target your prospects directly No full control over who sees your ads Cost effective (Cost Per Click/Pay Per Click options) Fixed costs Opportunity to compete with market leaders Budget decides who has the most reach Content flexibility Alteration is troublesome
  7. 1. Search Engine Optimization (SEO) 2. Content Marketing 3. Social Media Marketing 4. Pay Per Click (PPC) 5. Affiliate Marketing 6. Native Advertising 7. Marketing Automation 8. Email Marketing 9. Online PR 10.Inbound Marketing 11.Sponsored Content Types of digital marketing 7 On-page, off-page, technical SEO Commission based external promotion (Eg: agents) paid media designed to match the content of a media source (WOB, Buzzfeed, The Star) Earned media = press coverage, fb/ google reviews, shares Paying another brand, individual to market (influencer)
  9. Who is this person? DIGITAL CONSUMER basically thinks that anything and everything can be accessed through their smartphone. They have a new and defined set of expectations from the companies that they buy products and services from. The digital consumer expects that they will be able to do these things: Rise of digital consumer 9
  11. Personal branding is the practice of creating a brand around a person rather than a business entity. HOW? 1. Be authentic 2. Use blogging or social media 3. Provide value 4. Consistency 5. Network 6. Be an expert in your niche 7. Amplify your work 8. Be social Ultimately, build a tribe What is your personal brand? 11
  12. Branding is a way of identifying your business. It is how your customers recognize and experience your business. A strong brand is more than just a logo — it's reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising. – Business Queensland What is your company brand? 12
  13. 1. Stand apart from competition 2. Motivate employees (they’d work with a purpose. It will become easier for your team to achieve success because they all know what success for the company looks like.) 3. Build recognition & familiarity regardless of the type of products offered 4. Generate referrals / word of mouth 5. To create clarity & focus toward the overall goal 6. Brand loyalty > product loyalty Why do you need a brand? 13
  14. Use the Corporate Brand Identity Matrix by Harvard Business Review 1. Be concise 2. Be straightforward 3. Seek your personality characteristic 4. Stay authentic 5. Be timeliness (not short termed) How to discover your brand? 14
  15. 1. Define how you want to be perceived/seen as (USP) 2. Organize the business around this USP 3. Communicate the USP 4. Be consistent & build trust Process for online branding success 15
  16. "[A business niche] is a hole in the current market where the business's USP (unique selling proposition) will be appreciated by a select group of customers, or target audience," Walters told Business News Daily. "This target audience might be one that is currently underserved and/or has a large market potential.“ Your USP is the X-Factor that sets your business apart from every other one of your competitors. Even those that offer an identical service. How do define your USP: 1. Identify the needs of your ideal customer 2. What would motivate your customer to buy? 3. Do vigorous competitor research Determining your niche/USP 16
  17. Strong brands have a few things in common: they are unique, they are meaningful, and they are memorable. An effective brand voice plays a role in all of these things. Brand voice is the distinct and recognizable way a brand speaks and writes. Why? 1. Stand out of competitors 2. Connect the brand with your audience Identifying your authentic brand voice 17
  18. Your brand's voice is the "who," its personality and attributes. Its tone is the "what", the mood and orientation it wants to express. Think of it this way: you’re always “you” (voice), but you express yourself differently throughout the day (tone). Tone allows you to communicate on-brand but with the nuance necessary for the context. Brand voice vs Brand tone 18
  19. Understand your audience • What is your ideal customer’s gender? • How old are they? • What industry do they work in? • What are their motivations and goals? • What are their needs and challenges? Understand your competition 1. Identify 5 to 10 of your top competitors 2. Gather samples of their messaging and communication from channels including websites, marketing materials, social media, etc. 3. Compare verbal identity assets like brand names, taglines, top-level messaging, brand compass messaging, positioning messaging, etc. 4. Assess the strengths of individual brands, identify industry trends, identify opportunities for differentiation. Understand your brand • Brand Compass (Purpose, Vision, Mission, Values) • Brand Personality • Brand Promise • Competitive Advantage • Big Idea How to identify your brand voice 19 Your special value propositions good promise is the visceral link between your brand strategy and your customers (Volvo = safety)
  20. Create a brand voice chart • Three attributes that best define your brand voice • A short description of each attribute • Dos and don’ts associated with each attribute. How to identify your brand voice 20
  21. The Plan 21
  22. What is brand optimization? • The brand design is quickly recognized. • Messages and visuals capture attention and entice response. • The unique value and benefits are easily understood/conveyed. • There is a clear call to action (CTA) • Consistency unifies the visual and verbal brand. • An optimized brand rises above the chaos and creates a connection. Creating a brand optimization plan 22 Brand optimization plan Internal adoption (your staff/ team) - Templates - Header/ footer - Social media Determine how your brand fits in the market & what can your audience expect - FBO - SWOT - USP - How are you different? - Why choose you? Positioning of brand in the market - Collaterals - Visual cues & identity management Choose your points of choice, where does your leads come in 1 2 3 Implementation – to appear at the points of choice and wow/ captivate & pull the audience in. Align your sales process & the customer journey with your brand 4 5
  23. 3Cs of Digital Marketing 23
  25. What Is Content Marketing? A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Introduction 25
  26. Content VS Copywriting 26 CONTENT COPY/ Ad Copy DISCIPLINE Gain interest & give more knowledge about the business – increase brand value To pitch the brand itself to a prospect PURPOSE Facilitate productive engagement + build trust to lead to long term sales Aim at short term goal of securing a transaction GOAL Educate, inform & entertain to gain interest & prolong engagement Persuade people to buy – straightforward call to action (CTA) THE JOB Can be anyone – better someone with first hand experience Have understanding of SEO, good grasp of the language & related terminologies, can write fast, good research skills & knowledge of publishing platforms. Wordsmith who knows how to produce compelling, short & digestible copy. Must appeal to emotions. FORMATS Refer to type of contents in Tactics Online/ offline ads, sales video scripts, online catalogues, sales letters, billboards/posters
  27. Content VS Copywriting 27 CONTENT 1. Type of post on social media 2. Amount of content per post (if copy is included) COPY 1. Type of post on social media 2. Amount of copy per content piece
  29. Steps to organize content marketing 29 1. Decide on goals to achieve (metrics) Before you look at what you're going to create, you need to answer why you're making it. 2. Choose topic related to your product/ service (competitors best posts/ youtube videos via Social Blade, YouTube comments, famous blog titles,, google trends, etc) 3. CREATE content related to segments of your buyer persona 4. Choose suitable channels to share content 5. Schedule posting activities in advance 6. OPTIMIZE based on the right data to reach goals set
  30. Content Posting Schedule 30
  32. Tactics 32 1. Focus on high quality content 2. Create original content (or risk punishment) 3. Channel content to address pain points 4. Ensure content is mobile optimized 5. Segment audience based their needs & wants 6. Craft content based on your brand values 7. Create headlines that trigger emotions 8. Behind the scenes content (to boost loyalty & intrigue) 9. Strong headlines can make big impacts 10. Provide actionable content (so people can act on it) 11. Use hybrid content (text/animation in video | video/image in text)
  33. Format of Content 33 MEDIUMS • Checklist • AV Content (Video/audiobook/ webinar/ live streaming/ podcast) • PDF Report/guide • Blogs (how-to guide, comparative analysis) • Assessment/ quizzes • Case study/ statistics /e-books • Toolkit • Articles • Testimonial/ Advocacy based write-ups (story telling) METHODS TO INCREASE CONTENT REACH  Social media posting (choose platforms your customers are at, not where you want to be)  Paid ads  Influencer/ Earned  Affiliate / Guest posting / Partnership  Content syndication (content reuse)  SEO
  34. 34
  35. Funnelling your content 35 Making them “problem & solution aware” Converting these guys into leads (lead magnet) Getting them to make the purchase
  36. Measurement & Budget 36 Investment = 1. Cost to produce content 2. Cost to distribute (ads, tools, software) Return = sales resulted from that piece of content Return > investment total is good -> Goal is to push the ROI higher Questions to ponder on:
  37. Measurement & Budget 37 1. Set a goal Monetary goals: to achieve RMX,XXX in sales from 4 articles in July 2021 Reach goals: to garner XX,XXX views from 4 articles in July 2021 2. Determining distribution channels (based on points of choice) 2. Set tracking metrics & align with goal Social media (leads, views, likes, shares, comments, tags) Website (leads, time on page, bounces, new/returning customers) Email (leads, open rate, click rate, bounce rate) 3. Set a budget (if needed) Based on ROI goal – set investment Rule of thumb is 25% - 30% of marketing budget for content marketing Traditional rule of thumb for marketing budget = 5-10% of total revenue (most companies go higher) 4. Allocating your budget 50-60% of your budget on content promotion and only 40-50% on creation (case by case basis) Determining methods of promotion & tools for creation (along with their budgets) SMEs reverse engineer = determine content types, budget to create, budget to promote then allocate budget
  38. Mobile Marketing 38
  39. The art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they're on the go. Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Introduction to Mobile Marketing 39
  40. 1. Mobile apps (FB, Insta, third party aps via Google Admob) 2. In-game ads 3. SMS/MMS -> WhatsApp 4. QR Codes 5. Location-based (waze) [geo fencing – geo- conquesting] 6. Voice marketing (automated calls) 7. Mobile search ads (search engine ads but on the phone) 8. Mobile Video (Youtube but on the phone, other video apps) 9. E-commerce (lazada, shopee, fb’s marketplace, etc) Types of Mobile Marketing 40
  41. • Make sure websites/landing pages are mobile optimized (use emulator to test - • Get your business on Google – Google My Business • Use SMS marketing (many business haven’t capitalized on it yet) • Use QR codes (thanks to Mysejahtera, it’s easier) Making the best out of Mobile Advertising 41 • Come up with an enclosed community (Whatsapp/ telegram/ facebook) • Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)
  42. 1. Know your industry’s regulations (pharma, food products, healthcare, etc) 2. Personal Data Protection Act 2010 3. Consumer Protection Act 1999 : avoid unfair practices and minimum quality, someone who is selling an online product needs to include: Rules & Regulations 42 Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer Claims - Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan Hal Ehwal Pengguna Malaysia - KPDNHEP) More can be read here: laws-and-regulations/malaysia
  43. Rules & Regulations 43
  44. Rules & Regulations 44

Notes de l'éditeur

  1. Granted Media Content created by the brand that’s distributed to an audience developed by the brand via an open platform controlled by multiple third parties. (Granted media activities include email marketing, SMS/MMS marketing, and organic search.) Leased Media Content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by a single third party. Leased media activities include social marketing, social customer service, apps built in social media platforms, and mobile apps (iOS, Google,Microsoft).
  2. Use GKK to explain S = same branding & regulated methods C = right message at the right place n right time (tailor made) O = improve based on data P = make them feel special (name in email, deep segregation of database to target deeper) E = Make them human – emotional touch on pain points n solution
  5. -the art of creating lead magnets
  6. -the art of creating lead magnets
  7. Give template for post schedule
  8. Give template for post schedule
  9. -the art of creating lead magnets
  10. Source:
  12. -the art of creating lead magnets