What is digital marketing? How does it help companies build brands and drive revenue? What if you don't have budget for paid advertising?

1. BUILD BRAND AND DRIVE REVENUE
USING
DIGITAL MARKETING
Carolyn Bao
Marketing Executive / Educator / Angel Investor / Hiker / Runner
Carolyn Bao | carolynbao@yahoo.com

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• Is it still worthwhile to do branding in digital age
• How to craft your brand story with long-lasting effect
• What is digital marketing, exactly
• How to amplify the value of the company using digital marketing
• How to build up your digital marketing with (virtually) no budget
LEARNING OBJECTIVES

3. PRELUDE
What Keep CMOs Up In the Night?

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Revenue
Growth
MAIN CONCERNS OF CMO
• How are we performing at each stage of the lead-to-
revenue cycle?
• How is marketing contributing to the pipeline and
revenue?
• How much revenue can we confidently forecast for
current and future quarters?
Profitability
• What’s the ROI from marketing spend?
• What would happen if we increase (decrease)
marketing spend by (x) percent?
• Is the company continuously improving Customer
Experience for the most ideal customers?

5. 1
FIRST, WHY BOTHER WITH BRANDING

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THE SHIFTING SOURCE OF COMPETITIVE ADVANTAGE
WHAT ELSE CAN WE MAKE AND SELL? WHAT ELSE CAN WE DO FOR CUSTOMERS?
UPSTREAM ACTIVITIES DOWNSTREAM ACTIVITIES
Sourcing Production Logistics Innovation
Shaping
Customer
Perception
Innovation
Building
Accumulative
Advantage
Contract with
lowest-cost
suppliers
Reduce
costs/maximi
ze scale and
throughput
Optimize
supply-chain
and
distribution
efficiency
Build better
products
Define
competitive set
Change
purchase
criteria
Build Trust
Tailor offering to
consumption
circumstances
Reduce
customer costs
and risks
Harness
network effects
Accrue and
deploy
customer data
FIXED COSTS, CUSTOMER VALUE, AND COMPETITIVE ADVANTAGE ARE MOVING
DOWNSTREAM
Source: Harvard Business Review, December, 2013 Issue

7. “
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Nobody ever gets fired
for choosing IBM
- Business cliché when choosing enterprise software
WHY INVESTING IN BRANDING – B2B

8. “
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Premium branding
commands pricing
premium
WHY INVESTING IN BRANDING – B2C
Source: Interbrand

9. 2
HOW TO CRAFT YOUR BRAND’S STORY

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CRAFTING A LONG-LASTING BRAND STORY
Define your
target
persona
1
What is your
brand to your
personas
2
Create content
to tell your
story
3
COPE
4
Test and
improve
5

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APPLE’S ROAD TO PREMIUM BRANDING
Key takeaways from the video
• Great brand needs investment and caring, if it’s gonna retain its
relevance and vitality
o It’s not to talk about speeds & fees
o It’s not to talk about bits & mega-hertz
o It’s not to talk about why we are better than Windows
• Our customers want to know what Apple is and what it is that
we stand for, where we fit in this world
o Not: we are not about making boxes for people to get
their jobs done. (Although we do that well)
o Yes: Apple is, at the core, that we believe that people
with passion can change the world for the better
• Theme of the new brand marketing campaign: “Think Different”
Steve Jobs’ candid monologue about how he thought about branding and marketing

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ORIENT YOUR BRANDING STRATEGY
Determine the appropriate strategy based on the RMS and ROS
“Premium”degreeofcategory(ROS)
LowHigh
Relative Market Share (RMS)Low High
The Hitchhiker
(average ROS: 15-20%)
The High-road Brand
(average ROS: > 20%)
The Dead-end Brand
(average ROS: < 5%)
The Low-road Brand
(average ROS: 5-10%)
• RMS: relative market share
• ROS: return on sales
Source: Harvard Business Review

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Kyle Fisher: A Small Electric SUV Buyer
DEPICTING THE B2C BUYER PERSONA
Who
What
& Why
How
Value
Prop

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DEPICTING THE B2B BUYER PERSONA
Who
What
& Why
How
& Role
Value
Prop

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Brand Promise &
Brand Attributes
• The Outlaw – Harley-Davidson
• The Explorer – Red Bull
• The Sage - Google
Elevator Pitch
• HubSpot is an all-in-one
inbound marketing software that
helps businesses generate
more leads online.
Reason to BelieveEmotional Benefits
• MasterCard – Priceless
• Nike – Just do it
• Apple – Only the crazy ones can
change the world
• Visa cards are…
o Accepted everywhere
o Safe transactions
o Go where cash cannot go
CRAFT YOUR STORY - DEVELOP YOUR
VALUE PROPOSITION MAP
Develop a value proposition map for each persona
1 2
3 4

16. 3
HOW DIGITAL MARKETING
BUILDS AND BOOSTS YOUR BRAND

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WHAT IS DIGITAL MARKETING?
• Build a website and redesign it often?
• Buying digital advertising?
• SEO?
• Social Media Marketing?
• Growth via PR?
• Growth Hacking?
• Hunger Marketing?
• Viral Marketing?

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DIGITAL
MARKETING IS
OFTEN MIS-
UNDERSTOOD
LIKE THIS
ELEPHANT

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MOST FUNCTIONS OF MARKETING IS NOW
POWERED BY DIGITAL MARKETING
Strategy Execution Forecast Improve
• Brand Vision,
Mission and Strategy
• Define Target Buyer
Personas
• Insights of Customer
Buying Journey
• Insights of Target
Customers’ Budget
Cycle & Sources
• Messaging and
Value Prop
• Marketing
Technology
Infrastructure
• Paid Media – Branding and
Lead Generation
• Organic Media –
o Website
o Content Marketing
• Earned Media – PR,
Influencer Outreach, AR,
Customer Testimonials
• Marketing Operations
o Demand Generation
o Inbound Marketing
o Account Based Marketing
o Lead Qualification
o Lead Nurturing
o Webinar & Event
Marketing
o Sales enablement
• Measurements
o Volume
o Conversion
o Velocity
o Value
• Predictions
o Goal setting
o Expectation
setting
• Analytics
Implementation
• Rapid Iteration
o A/B Testing
• Cross-Department
collaboration
• Marketing channel
re-balance

20. 4
COPE - DISTRIBUTE YOUR STORY

21. COPE
COPE YOUR CONTENT
21
Create Once Published Everywhere

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MAP CONTENT
ALONG BUYER’S
CONSUMER
DECISION
JOURNEY (CDJ)

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Earned
Media
Paid
Media
Owned
Media
SHARING
Mentions
Shares
Reposts
Reviews
ADVERTISING
PPC
Display Ads
Retargeting
Paid Influencers
Paid content
promotions
Social media ads
OWNED
Website
Mobile app
Blog site
Social media channels
SEO & brand content
drive earned media
Leverage owned, earned,
and paid media for a
comprehensive marketing
strategy
Pro Tip: Drive SEO and PPC
traffic to your website, not
microsites
OWNED, PAID & EARNED MEDIA
Propel sharing & engagement with
paid promotion

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Sample Conversions
• Sign up for emails
• Request a free sample
• Sign up for events
• Download a eBook
• Buy now
Key Capability to Cultivate
• SEO
OWNED MEDIA
Owned Media: all the properties that your brand owns and manages, including website, apps,
mobile sites, official handles on Twitter, Pinterest, Instagram, Facebook, Yelp, Slideshare, etc.
Owned Media
Paid Media
Earned
Media

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Attract
SEM Keywords
Facebook ｜LinkedIn
Content Distribution
Keynote Speeches
Strangers
Engage
EBook
Whitepaper
Customer Testimonials
Visitors
Convert
Landing Page
Call-to-Action
Forms
Visitors
Close
Signup for Emails
Sign up for Events
Leads
Delight
Client Conference
Exclusive Events
User Groups
Customers Promoters
Source: Hubspot
STRATEGY OF OWNED MEDIA - CORPORATE
WEBSITE

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• How does
success look like?
• Direct Response
• Branding
Set Goals
Prepare Ad
Copies
Determine Ad
Execution
Measure
results with
each channel
Optimization
across
channels
• Reach
• Delivery mechanisms:
TOD; Frequency Cap
Determine cost basis:
CPM/CPC/CPL/CP
• Targeting: Demo,
geo, behavioral,
device, platform,
custom-database
• Ad copy & creative
• CPA per channel
• CPA per user group
• Revenue contribution
per channel
• A/B Testing
• ROI per ad copy
• Blended CPA
• Revenue
contribution per ad
Paid Media: all forms of media that are paid to be shown. Distribution channels include social
network sites, content websites, mobile apps, video content networks, billboards, TV and radio ads
PAID MEDIA

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Xerox –
Created a targeted “Get Optimistic” campaign to
connect with 30 top accounts and partnered with
Forbes to create a magazine that offered relevant
business tips. 70% of targeted companies
interacted with the microsite, readership
increased 300-400% over previous email
campaigns, added 20,000 new contacts,
generated 1,000+ scheduled appointments, and
get this: yielded $1.3 BILLION in pipeline
revenue. Yes, BILLION.
CASE STUDY - SUCCESSFUL PAID B2B
MARKETING CAMPAIGN

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To grow and nourish our relationships
For self-fulfillment
Bring value & entertainment to one another
To define themselves to others
To get the word out about causes they care about
EARNED MEDIA
Earned Media: branding story in other people’s voice. Nielsen studies show that 77%
consumers will buy based on WOM recommendations .
* Source: New York Times study
Whydopeopleshare*

29. HOW DO I GROWTH HACK
WITH NO BUDGET FOR ADS…
5

30. OWNED MEDIA EXECELLENCE IS
CRITICAL TO CONTINUED GROWTH • Conversions take
place on Owned
Media
• Site traffic also
grows organically
through SEO
• Earned Media
contributes
referral traffic to
Owned Media
• Paid Media
primarily drives
traffic to Owned
Media
Owned Media
Earned MediaPaid Media

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ORGANIC EXCELLENCE CAN EMPOWER
GROWTH OF THE COMPANY
31
Website
Readiness
1). Clear definition
of success metrics
2). Defined
conversion goals and
goal value in web
analytics
3). Properly
integrated web
analytics with SEO
platform
SEO Readiness
1). SEO target
keywords
defined
2). Keyword +
PLP pairing
defined
3). Keyword
Group and Page
Group properly
defined
4). Each page has
relevant CTA(s)
Digital
Marketing
Excellence
1). Eliminate
jargons of
Paid/Earned
content
2). Content
strategy aligned to
Buyer’s Journey
4). Domain or
Page Group
level competitors
defined
5). Primary KW +
2-3 related KWs
defined for each
page
3). Conversion /
CTA
optimization
(CRO)
4). PPC &
SEO
synergy
Advanced
SEO/ Website
Projects
1). Voice search +
Position Zero
ranking (Quick
Answer, Local, etc.)
2). Mobile
first technical
and content
optimization
3). Site
migration
(HTTPs, New
CMS, etc.)
4). Backlinking;
Penalty
Recovery, etc.
5). URL
structure / site
taxonomy
Optimization
5). Free of severe
technical errors
Product Strategy
Optimization
1). Fine-tune
products based on
search insights
5). Shareable
content in 3rd
party sites
2). Launch new
products based on
search insights
6). Schema
Markup

32. 6
IMPROVE YOUR STORY –
MEASURE, ANALYZE & OPTIMIZE

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START WITH ASKING “WHAT IMPACT BUSINESS
METRICS?”
1. Start building your measurement
framework by asking the question of
“what metrics will drive the growth
of our business?”
2. Then, identify what metrics are
contributing to those business metrics
3. Then, within each marketing channel
(like website, in this example), what
main tactics are succeeding *
* Source: Avinash Kaushik’s DMMM

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B2C MARKETING METRICS
Branding – Impressions
Relevance – CTR
Suspects – Traffic
Prospects –
Soft conversions
Customers –
Orders
Advocates
–
Reviews,
Shares
Track marketing KPIs throughout
the conversion funnel

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Won
B2B MARKETING METRICS
Created Leads
Leads
MQL
QUAL
OPP
DEMO
Fit
Track marketing KPIs throughout
the conversion funnel

36. Confidential and Proprietary. Do not share or forward without written permission from Carolyn Bao
SUMMARY
• Is it still worthwhile to do branding in digital age
o Yes, absolutely
• What is digital marketing, exactly
o Marketing strategy that is primarily executed through digital channels
• How to amplify the value of the company using digital marketing
o Use well structured digital marketing plans to iterate & optimize marketing strategy and
product value
• How should companies best utilize digital marketing
o Focus on the core strategy, optimize the insights into Persona, Channel ROI and Content
Strategy to continuously improve marketing ROI

37. THANK YOU
AUTHOR: CAROLYN BAO, CAROLYNBAO@YAHOO.COM