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.
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.
Why Digital Marketing
Can target your prospects
No full control over who sees
Cost effective (Cost Per Click/Pay
Per Click options)
Opportunity to compete with
Budget decides who has the
Content flexibility Alteration is troublesome
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
Types of digital marketing
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)
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
Personal branding is the practice of creating a brand around a person rather
than a business entity.
1. Be authentic
2. Use blogging or social media
3. Provide value
6. Be an expert in your niche
7. Amplify your work
8. Be social
Ultimately, build a tribe
What is your personal brand?
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?
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
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?
Use the Corporate Brand
Identity Matrix by Harvard
1. Be concise
2. Be straightforward
3. Seek your personality
4. Stay authentic
5. Be timeliness (not short
How to discover your brand?
1. Define how you want to be
perceived/seen as (USP)
2. Organize the business around this
3. Communicate the USP
4. Be consistent & build trust
Process for online branding success
"[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
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.
1. Stand out of competitors
2. Connect the brand with your audience
Identifying your authentic brand voice
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
Brand voice vs Brand tone
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
Your special value propositions
good promise is the visceral link between your brand
strategy and your customers (Volvo = safety)
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
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
Brand optimization plan
Internal adoption (your staff/ team)
- Header/ footer
- Social media
Determine how your brand fits
in the market & what can your
- How are you different?
- Why choose you?
Positioning of brand in the
- Visual cues & identity
Choose your points of choice,
where does your leads come in
Implementation – to appear at
the points of choice and wow/
captivate & pull the audience
in. Align your sales process &
the customer journey with
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.
Content VS Copywriting
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
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
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,
Content VS Copywriting
1. Type of post on
2. Amount of content
per post (if copy is
1. Type of post on
2. Amount of copy
per content piece
Steps to organize content marketing
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,
answerthepublic.com, 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
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
Format of Content
• AV Content (Video/audiobook/ webinar/ live streaming/ podcast)
• PDF Report/guide
• Blogs (how-to guide, comparative analysis)
• Assessment/ quizzes
• Case study/ statistics /e-books
• 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)
Affiliate / Guest posting / Partnership
Content syndication (content reuse)
Measurement & Budget
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:
Measurement & Budget
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
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
Mobile marketing consists of ads that appear on mobile smartphones,
tablets, or other mobile devices.
Introduction to Mobile Marketing
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
• Make sure websites/landing
pages are mobile optimized (use
emulator to test - http://mobiletest.me/)
• 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,
Making the best out of Mobile Advertising
• Come up with an enclosed community (Whatsapp/ telegram/ facebook)
• Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)
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
Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer
Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan
Hal Ehwal Pengguna Malaysia - KPDNHEP)
More can be read here:
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.)
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).
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