Practical Guide to Marketing Effectively on the Web - 24th-25thMay2010

Practical Guide to Marketing
Effectively on the Web
24th May – 25th May 2010

Practical Guide to Market Effectively on the Web
1 Abdul Razak Ahmad Email: razak@nef.org.my

and there was Razak…
Survivor of the Dotcom bust Previous Employers
Intaha Motorola, Aims
Consulting, FortusGen, Team Technology, OICnetworks, Skali,
Software MIMOS
Engineering, Skali, Cicak
Serial Entrepreneur – more Clientele
than 3 startups & counting OIC, National Library
(IIDL), Petronas
Business advisor & mentor Galeri, Petronas Dagangan
More than10 years of ICT (MyMesra), Proton
consultancy Edar, Terengganu State
– E-Learning Government (Taman
– Business Process Reengineering Ilmu), Bank Negara
– Software Development (MIFC), KBS, Negeri Sembilan
– Online/Interactive Marketing Tourism…
Contact me at:
razak@nef.org.my
semtechguy@skype
Facebook/abd.razak.ahmad
2 ajakq8@twitter
Abdul Razak Ahmad Email: razak@nef.org.my

Workshop Objectives
Appreciation of the internet market potential
Methodology of developing effective online
marketing plan
Benchmark (via case studies) and best
practises
Hands on application
Trainer’s facilitation and good old advice on
solving marketing problems and issues

Workshop Program
Day One Day Two

1. Overview of the Internet 1. Review of Day 1 material
Market 2. Using free tools to
2. Online Marketing market your product &
Planning services
3. Online Marketing 3. Q&A
Techniques
4. Case studies
5. Q&A


Chapter One: Overview of the
Internet Market
DAY ONE TOPICS
The World & Malaysia Internet Market
The Power of Social Media
The Long Tail Phenomena


Pop Quiz
The most popular tweeter is… Facebook is a…
Obama Photography site
Ashton Kutcher Social Network site
Awie Auction site
The most popular US President Podcasting is typically…
on Facebook is… Audio
George Bush Junior Audio & Video
Obama Images
Clinton Ning refers to…
The biggest internet market in Ning Baizura
the world is… Build your own social network site
United States A special drink
China
India


Cool Online Campaigns
MoveOn.org viral video
Ford Fiesta Movement
http://www.fordvehicles.com/fiestamovement/
iPhone Blender (BlendTec ) You Tube Video
http://www.youtube.com/watch?v=qg1ckCkm8YI
Nintendo You Tube video
www.youtube.com/wariolandshakeit2008
Panasonic 8xlife on Facebook
www.facebook.com/8xlife


“The Management process responsible
for Identifying, Anticipating &
Satisfying Customer Requirements
Profitably”

Source: Chartered Institute of Marketing

8 Practical Guide to Market Effectively on the Web

The World Internet Market Overview
Total World Internet population is at 1.7 Billion, 24.7%
penetration
Asia accounts for more than 704 million internet users, 18.5%
penetration. China’s internet population alone is around 360
million – 26.9%
Indonesia accounts for 30 million internet users, 12.5%
penetration
Europe accounts for 402 million internet users, 50.1% penetration
67% of internet visitors uses social network and blogs. 3
out of every 10 internet visitors go to Facebook. Social
media accounts for 10% of Internet time

Source: Internetworldstats

Practical Guide to Market Effectively on the Web Abdul
10 Razak Ahmad Email: razak@nef.org.my

The Malaysian Internet Market:
Who’s Online?

Cellular penetration – 96.8%
Internet users @ 15.9 million (57%), Broadband penetration @ 21.1%
Age groups
Below 15 – 6.8% 6.80%
Below 15
15 – 19 – 17.9% 15.50%
15 - 19
17.90%
20 – 24 – 15.7% 9.30% 20 - 24
25 – 29 – 11.9% 11.20%
15.70%
25 - 29
30 – 34 – 11.7% 11.70%
30 - 34
11.90%
35 – 39 – 11.2% 35 - 39
40 - 44
40 – 44 – 9.3% Above 44
51.9% Male, 48.1% Female
53.7% Single, 46.0% Married
Employed 43%, Self-Employed 6%, Students 31.9%, Unemployed 13.6%

Abdul Razak Ahmad Email: razak@nef.org.my Source: MCMC Report

The Malaysian Internet Market:
Who’s Online?
35.1% of the users have university degrees, 31.5% with secondary
education while 30.9% only have diploma
Most internet users make between RM1k to RM3 (46.1%). Another
27.5% make between RM3k to RM5k
The two main reasons that users went online were to get information
(94.4%) and to communicate (84.7%). This was followed by
educational purposes (64.5 percent) and leisure purposes (63.5%)
Only 31.8% do Internet banking while 29.2% access public service
website with only 19.8% doing e-government transactions.
The average home user spends 12 hours of internet per week; 23.2%
spend between 4 to 8 hours and 19.3% between 8 to 15 hours

12 Abdul Razak Ahmad Email:
Source: MCMC Report
razak@nef.org.my

What Malaysian’s Typically Do Online?
Teenagers
Social Networking (Facebook, MySpace. Friendster, Tickle)
Chatting/ Forum (Community)
Blogging (MySpace, Blogspot)
Gaming (Yahoo Games)
College Kids
Social Networking (Friendster, Tickle, Twitter, Facebook)
Gaming (RPG Games)
Blogging (MySpace, Blogspot)
Research
P*#&
Working adults
News
Research
Online purchase (airline tickets, books)
P*#&
Practical Guide to Market Effectively on the
13 Web Abdul Razak Ahmad Email:
razak@nef.org.my

The Power of Social Media
Check out the “Socialnomics…” video


Why bother with Social Media?


“IN 2010, IF YOU’RE NOT ON A
SOCIAL NETWORKING SITE,
YOU’RE NOT ON THE
INTERNET.”


The old communication 32% OF PEOPLE TRUST
model was a MONOLOGUE. BLOGGERS’ OPINIONS
ON PRODUCTS AND
SERVICES

ONLY 14% OF PEOPLE TRUST
ADVERTISING

78%
OF PEOPLE TRUST THE
RECOMMENDATIONS OF OTHER
CONSUMERS.

LinkedIn
>60 MILLION

FACEBOOK
400 MILLION
MYSPACE
>220 MILLION

TWEETER
>70 MILLION

2 Practical Guide to Market Effectively on the Web Abdul

Profile of Popular Social Media Sites
Facebook Myspace
More than 400 million members More than 220 million members
50% of our active users log on to 85% above 18 yrs old
Facebook in any given day 40% who are online are on
Average user has 130 friends Myspace
People spend over 500 billion Linked In
minutes per month on Facebook More than 60 million members
More than 25 billion pieces of across 150 industries
content (web links, news 41 yrs old with average household
stories, blog posts, notes, photo income of USD109.7k
albums, etc.) shared each month.
64% male, 80.9% are college
more than 100 million active users graduates
currently accessing Facebook
through their mobile devices. 7.8% chairperson, 6.5%
Executive/SVP, 16% Senior
Management and 18% middle
management
50% are decision makers

21

The Long Tail Economy
The Long Tail or long tail
refers to the statistical property
that a larger share of population
rests within the tail of a
probability distribution than
observed under a 'normal' or
Gaussian distribution.
This has gained popularity in
recent times as a retailing
concept describing the niche
strategy of selling a large
number of unique items in
relatively small quantities –
usually in addition to selling
fewer popular items in large New Market
quantities


Examples of Long Tail Business
iTunes ($.99 per song)
Netflix (Inventory of unpopular
movies)
Amazon (Anything you need)
Google Adwords (Anyone can
advertise)
You Tube

razak@nef.org.my

Chapter Two: Online Marketing
Communications
DAY ONE TOPICS
Applying the 4Ps on the Internet
Online Marketing Techniques


The Marketing 4Ps
The web will influence how you
price your product because
You can the internet to gauge
people will compare prices!
whether people who be
interested in your product via
forum, blog etc.

Personalized communication and
You can now reduce your cost of
promotion will improve your
distribution using the internet.
service delivery!
The more digital it is theMarket Effectively on the Web
25
Practical Guide to
better!

Chapter Three: Online Marketing
Planning
DAY ONE
TOPICS
Online Marketing Plan Components
Measuring results via Google Analytics


Online Marketing Plan Components
Market Research
Online Marketing Objectives
Online Brand Plan
Marcom Activities (Tactical)
Budget & Resources
Effective Measures


Components of IM Plan

Conduct market research
Seek to understand who your customers are?
Who’s Your Target audience/customers?
Value your customers
What drives them to you?
Collect information via online surveys and focus group
Use survey monkey, its free



Establish your internet (integrated) marketing objectives
What goals will you attempt to achieve?
Customer acquisition or retention
How does it align to the corporate marketing objectives?
Internet as a supporting or primary marketing medium
Define appropriate measures so that you know if your meeting the
objectives
Business measures vs. marketing effectiveness measures



Establish an online branding plan
What will you promise your customers?
Brand promise translated online
How do you what to be perceived by your customers?
Brand Form
What kind on experience will my customers have?
Brand character
How will we deliver the brand experience?
Brand delivery



Define your marketing communications and activities
What, how and how frequent do I communicate with my valuable
customers?
On-the-Website communication, email communication
What type of internet marketing activities will help me to achieve
my marketing objectives?
Contest, Product microsite, viral campaigns



Establish a dedicated team and budget
Who does what and who owns what?
How much budget do I need to handle the
communications and Internet marketing activities?



Monitor your measures
Are you on track?
Conduct post-mortem
Put up recommendations for improvements
Share findings with internal business team


Avoiding Common Pitfalls
Approaching the IM plan without strategic input and worse not
integrated
Implementing the IM plan in a silo
Negative online experience due to poor brand delivery
Loose and vague measurements
Insufficient or non-dedicated resources
Overspending on marketing campaigns with little returns


Target Market

Value Proposition

Marketing Objectives
G-O-A-L-S

Campaign Campaign Campaign

B R B R B R
Measures Measures Measures

ARA Marketing Planning Framework

Planning Elements Descriptions
Target Audience 1.
2.
3.
Value Proposition A.
B.
C.

Marketing Objectives 1.
2.

Campaigns Mechanism:

Target & Measures:

Mechanism:

Target &Measures:

Are your goals measurable!

razak@nef.org.my

Online Marketing Techniques
Online
Classifieds

Email Strategic
Marketing Partnership

Banner Keyword
Advertising Customers Sponsorship

Search Viral
Engine Marketing

Blog
Marketing


Banner Advertising
The good news is:
Your banner ad can be targeted to specific audiences.
Banner ads are slightly better than text adverts because it can also
carry your brand and image
The bad news is:
Banner advertising –declining click-through rates but good at
creating brand awareness. Industry banner click through rate at
between 0.5% to 0.8%

You can also try: Content sponsorship – E.g. IBM sponsors
an online business articles


Email Marketing
Personalized communication conducted via email to the
customers providing relevant and contextual content or
promotion.
Industry email open-rate at 20% while click-through rate at
10%
Prone to spam filter
Prone to database fatigue
The 1.5s rule and the 5.0s rule
Try Constant Contact

Email
Communication


Viral Marketing
It is a promotion activity that either by design or accident
catches on with Internet users and is passed on from one to
another, multiplying the effectiveness of the original
distribution
Hotmail
Primax 3 campaign
Kiasu Holidays
KLM


Blog Marketing
Blogs empower people to express their knowledge and
opinions to anyone who cares to listen. Consumers now
control part of the conversation and can influence a
brand's future based on their personal perceptions.
Use blogs to gather market intelligence and to tap into
blogger’s perception of the brand.
Use blogs to advertise and reach influentials
Use blogs to connect to your consumers
Humanize your corporate brand using a blog
Currently more than 50% of internet users read blogs
but the figure is growing.

Strategic Online Partnership
Strategic collaboration with third party websites that offer
complementary services
Wedding Planner with Hotel
Travel guide with tour operators
Kad Mesra with Mastercard
Citibank with Shell
Blendtec and Nike


Online Classifieds
Placing classifieds on relevant portals, unique online
communities and special interest group websites. Some are
paid, a lot are free.
Lelong
Mudah
Agribaazar
Staronline
Craigs List


Pay Per Click and Keyword Sponsorship

PayPerClick or PPC Marketing deals with the
creation, management and maintenance of pay per
click advertisement campaigns on various search
engines and contextual ad serving networks.
The businesses bid for their ad place for some
particular keywords which appear as sponsored
results in pay per click search engines and
publisher networks.
PPC marketing is hot and ROI is impressive for
most industries. So PPC is highly popular (e.g.-
Google Adwords,YPN ) and going to stay for
years to come.

This where the Keyword text will appear on Google


Search Engine Optimization
SEO refers to the process of increasing the amount of
visitors to a website by ranking high in the search results of
a search engine. The higher a Web site ranks in the results of
a search, the greater the chance that that site will be visited
by a user.


5 Practical Guide to Market Effectively on the Web Abdul

Search Engine Optimization
SEO Tips
Incorporate keywords in the web copy
Use Meta-tags – write short titles incorporating the keywords
Write a title for each web page
Use alt-tag – use keyword rich phrases to describe images
The alt-tag of your company logo should be your company name
Write keyword rich articles and content
Add fresh content that is keyword rich frequently
Do blog, do it passionately!
Submit to all major search engine once (www.google.com/addurl)
Use Google Sitemap to register your site (www.google.com/webmasters/tools)
Submit your company URL to Open Directory Project (www.dmoz.org)
Submit to other relevant directories


5 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email:
3 razak@nef.org.my

Chapter Four: Case Studies
DAY ONE


Owner: Agus Widodo
Business: Hijab maker/manufacturer
Business model: Variety of choices, Volume sale
Revenue: >RM150k per month
Market: Overseas Indonesian
URL: www.refanes.com

Owner: Kamarul Drahman
Business: Potato Pies-to-order
Business model: Click and mortar
Revenue: >RM5k per month
Market: Around KL
URL: ultimatepotatopies.blogspot.com

Owner: Sharifah Fauziah Alsree
Business: Middle eastern food
Business model: Food retailer, caterer
Revenue: Not disclosed.
Market: Around KL. 200 friends
URL: www.authentic-alsree.com

Online Marketing Measures
Site Analytics Campaign Measures
Pageviews Banner impressions
Visits Banner Click-through
Time on Site No. of download
Bounce Rate No. of enquiries
Top Content No. of RSVP for events
Top Referring Sites No. of Referrals
Top keywords No. of
interest/participants
E-newsletter open rate and
click-through rate
58

Measuring Results with Google
Analytics
It’s free ! And Powerful!
But first you have to create a G-mail account for yourself or
company e.g. dsafa@gmail.com
Use that account to create a free Google Analytic account
(www.google.com/analytics)
Ask your webmaster to paste the urchin code into your
website template
View the results on Google.com/analytics using your G-mail
as username

razak@nef.org.my

Chapter Five: Planing Exercise
DAY ONE


Exercise
Workout an Internet Marketing Plan for your company. How are
going to position it online? Think Integrated Marketing!
Assuming you have only an annual budget of RM60k!!!
Banner on premium site @ RM5k per month
Content sponsorship @ RM5k per piece
Average event cost @ RM15k per event
Average email blast @ RM10k per blast


Exercise Data Sheet
By 2010,
28.96 total population of Malaysia
45% of Malaysians are between ages 15-40
Age 15-19: 3.5 million
Age 20-24: 3 million
Age 25-29: 2.5 million
31% of Malaysian are under the age of 15
For them, INTERNET has ALWAYS existed
By 2016, 2.6 million of them can register to vote
Median age will be 24.3
About 17 million internet users (about 60% penetration)

Exercise: Future Facts
This 15-40 age group
Do not watch TV, they DOWNLOAD TV
Do not read print newspapers, the READ ONLINE newspapers
They belong to many social networks
They consume information and have a sense of global culture


Guidelines for Idea Presentation
Explain why the idea is so great; explain your value
proposition to your target audience
Define your target audience
Explain your marketing objectives/goals and how you intend
to measure them
Explain the kind of marketing campaigns that would help you
achieve your marketing goals. Explain the mechanism of the
key campaigns
Explain how you are going to allocate your budget and how
many resources do you need to run the campaigns


Practical Guide to Marketing Effectively on the Web - 24th-25thMay2010

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