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Digital Marketing 101 For Non-Marketers

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Digital Marketing 101 For Non-Marketers

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We are in the age of connectivity where there are over 4.33 billion active internet users worldwide and 3.9 billion unique mobile users. DIGITAL is here to stay.

Digital Marketing is a valuable asset to your businesses’ growth. It creates equal opportunity for SMEs, helps establish your presence online, enables you to track and monitor campaigns easily and most importantly, drives leads which in turn converts into sales. This presentation will teach you how to leverage digital marketing to drive awareness and grow.

We are in the age of connectivity where there are over 4.33 billion active internet users worldwide and 3.9 billion unique mobile users. DIGITAL is here to stay.

Digital Marketing is a valuable asset to your businesses’ growth. It creates equal opportunity for SMEs, helps establish your presence online, enables you to track and monitor campaigns easily and most importantly, drives leads which in turn converts into sales. This presentation will teach you how to leverage digital marketing to drive awareness and grow.

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Digital Marketing 101 For Non-Marketers

  1. 1. Your Digital Partner. DIGITAL MARKETING CREATIVE AGENCY Creative For More is a digital advertising agency that uses analytical solutions to solve business problems. We provide companies with the ability to capture the right information at the right time and act on it preemptively for a competitive advantage. We are a new-age agency that has all the resources and ability to act quickly. This, in turn will be paramount to our client’s success.
  2. 2. Agenda 1. Why is digital marketing important? 2. How should you start a marketing plan? a. Developing Insights b. Build Customer Personas c. Create Your Narrative d. Develop a Digital Strategy 3. What are some recommended tools and platforms you can use
  3. 3. DIGITAL TECHNOLOGIES ARE DRAMATICALLY SHAPING INDUSTRIES
  4. 4. TECHNOLOGIES ARE EVOLVING, AND SO ARE INFORMATION CONSUMPTION HABITS
  5. 5. NAVIGATING TRANSFORMATION: Develop a DIGITAL-FIRST mindset Build Capabilities, Empower People Upgrade tools for success
  6. 6. Why is Digital Marketing important? 1
  7. 7. We are in the age of connectivity where there are over 4.33 billion active internet users worldwide. And now there are at least 3.9 billion unique mobile internet users worldwide, which makes up 51% of the global population. We are in the age of DIGITAL.
  8. 8. 1It creates equal opportunity for all businesses. • Gone were the days where only the big players could advertise because of their big budgets. Now you even with $1, you can start advertising. • Cheaper than traditional advertising. Drives Lead Generation > Sales Gives you the ability to nurture prospects down the funnel, which helps increase a company’s ROI. 2 3Pick your target audience You are able to segment consumers by demographics or interests in order to find the holy grail that is the right person on the right device at the right moment. 4Track and monitor campaigns easily You are able to track where your traffic is coming from and strategize to make better decisions.
  9. 9. How do you start building a Digital-First, Go-to-market plan? 1
  10. 10. Utilizing communications, promotional and operational platforms, ‘Go-to-market’ is the consolidation of activities conducted by business owners to bring products or services to the desired target audience. Activities can include ● Communications platforms: Social media, PR, edm, word-of-mouth ● Promotional platforms: social media ads, third party partners etc ● Operational platforms: Food delivery apps, e-commerce platforms (eBay, etsy, Shopify) Building an integrated-marketing plan would mean integrating all platforms in a seamless, complementary manner for marketing synergy. GO-TO-MARKET
  11. 11. 1. Develop insights 2. Build customer personas 3. Find your narrative 4. Develop a digital strategy How do you start building a Digital-First, Go-to-market plan?
  12. 12. 1. DEVELOPING INSIGHTS In order to formulate a plan, it is essential to have insights that cut across all four dimensions. BRAND COMPETITION CUSTOMER INDUSTRY
  13. 13. WHERE DO WE FIND THEM? Social Media Listening – What are people saying about your brand? What are they talking about in the industry? Content Analysis – Key publishing topics that your brand is engaged on Content Pillars - How is the content performing? Customer Groups – Who are your customer groups? Industry/Competitor Analysis – Who are they? How are they performing? What is their brand identity? Who are their customer groups? Market Gaps & Blue Oceans This is not meant to be exhaustive!!
  14. 14. Social Listening ● Brand24 ● Twitter, Facebook, HardwareZone, Reddit General & Media Research ● Google Searches (use Boolean operators) ● Google News Website Audit (SEO, backlinks etc) ● MOZ, SEMrush, SimilarWeb Social Audit ● Iconosquare, FanpageKarma, SocialBakers Trending Topics ● Google Trends, Buzzsumo WHAT ARE SOME FREE TOOLS YOU CAN USE TO GET THESE INSIGHTS?
  15. 15. Who are your customers / users? Do you really know them? 2. BUILDING YOUR CUSTOMER PERSONAS
  16. 16. A skills exchange and volunteerism marketplace to match volunteers to social organisations Who are our potential users? EXAMPLE: TARGET AUDIENCE OF THE HV MOBILE APP
  17. 17. The cat lady “How can an app help my cause?” They tend to be young working class adults to middle age adults. Tend to belong to only one single cause. Driven by their purpose in the cause rather then passion, they put in both time, effort and money to what they believe in. Follow-the-leader’ “Are my friends on this app too?” Usually tertiary students and young adults. Driven less by the cause but more towards the concept of fun and/or social recognition within their peers. BUILDING YOUR CUSTOMER PERSONA
  18. 18. The Senior Executive “How can this app help me?” The young working class adults in their early stages of their career. Driven slightly by passion towards a cause, but also concerned about how can it make a difference to their career prospects. Tend to be keen in skills-based sharing & volunteerism. The Go-getters “How can an app change my experience?” Could be anyone in varying stages of their lives. They are driven by fun and are passionate towards what they believe in. Energetic and highly motivated, they are often seen as encouraging their friends to join & share. They believe in making a positive difference and usually do not expect anything in return. BUILDING YOUR CUSTOMER PERSONA
  19. 19. The Sages “Who can I help on this app?” Adults in their mature stages of their career. Lecturers, directors or business mentors. Driven by altruism and sometimes, pride, they are keen in sharing their knowledge with the younger generation. Usually enthusiastic for knowledge-based skills exchange. The Armchair Warriors “Let’s download this app and try it out.” Could be anyone in varying stages of their lives; or could be first time volunteers too. Has passion towards a/some causes or activities, but has a tendency to be too lazy to act on them. Lack of motivation, support and time are their common excuses. (or reasons) BUILDING YOUR CUSTOMER PERSONA
  20. 20. Less likely More likely Wild cards Understanding our target audiences allow us to plan our strategy accordingly, eg to segment target audiences accordingly to possibility of using the app BUILDING YOUR CUSTOMER PERSONA
  21. 21. Understanding your target audience is essential to the development of the strategy. ● How are they like? What are their consumption habits? ● Where do they gather information? ● Are they receptive towards brand advertising? ● How do we get them to purchase from us? ● What should we say to make them pay attention to us? UNDERSTANDING THEM
  22. 22. TOOLS:
  23. 23. 3. WHAT IS YOUR MESSAGING? The art of storytelling is ever more critical to navigate through a cluttered media environment. Creativity and content are at the heart of effective storytelling and forms the foundations of brand reputation and relationship building with your target consumers.
  24. 24. UNDERSTANDING THE PURPOSE-DRIVEN NARRATIVE At the heart, what defines the purpose of the brand? ● What are your brand values? ● What distinguishes your brand from others? A compelling purpose-driven brand story speaks to the hearts and minds of your target audience and will connect with them on a deeper more emotional level. It helps people understand why your brand exists beyond just business transactions.
  25. 25. Starbucks ‘One person, one cup and one neighborhood at a time’ Coca-Cola “Open Happiness” A LOOK AT SOME BRANDS & THEIR NARRATIVES Nike ‘Just do it’
  26. 26. Purpose At the very core of your brand Why do you exist? What value do you serve? Developing the Communications narrative How are we going to articulate the brand? Driving with content Organizing content & campaigns stemmed from the communications narrative Communications Narrative Content-driven initiatives The narrative will guide all content form, brand tagline, social media content, microsite stories, press releases or media angles PURPOSE DRIVEN NARRATIVE Brand purpose
  27. 27. First, start with defining your objectives Working backwards, then figuring out how are we going to measure them? Then, what strategies, tactics and channels should we use to get there? 4. DEVELOPING A DIGITAL STRATEGY
  28. 28. DEFINING OUR OBJECTIVES Without defining key goals, your digital marketing plan is essentially directionless’. Vanity metrics may be used to show results, but what value do these results give to your business? Setting objectives are salient and it helps determine whether your efforts are paying off. However, these objectives should also be measurable, and where possible, attributable to your campaign efforts. Setting objectives also helps to align efforts with your team/agency in reaching your overall business goal.
  29. 29. TRANSLATING BUSINESS GOALS TO CAMPAIGN OBJECTIVES Business goals Campaign objectives What defines success? Grow sales Drive conversions or leads New customers sources, low cost per conversion/lead etc Drive app downloads Drive downloads Downloads from new channels, low cost/download etc Grow brand visibility Increase social media fan base, media coverage or influencer mentions Increase in social media following & engagement, coverage in influencers from different beats etc Once we have defined our objectives we can start by planning activities to support our goals
  30. 30. Vanity Metrics Actionable Metrics Impressions & Awareness CPM Instagram followers Engagement per post Social shares Cost per link click Cost per lead Cost per email subscriber Video views Hashtag usage E-book download HOW ARE WE GOING TO MEASURE? Are these a good measure of your campaign outcomes?
  31. 31. The North Star Metric is the single metric that best captures the core value that your brand delivers to customers. How does it help us? It defines success and helps marketers align with management/clients NORTH STAR METRIC
  32. 32. Purchases per registered customer % of subscribers who watch more than x hours in a week Daily active users NORTH STAR METRIC
  33. 33. Digital channels are everywhere and omnipresent, multiple decision making influencers and multiple touch-points. The consumer journey is moving from a traditional funnel to a multi-tier journey. BUILDING A CONSUMER-LED DIGITAL STRATEGY Traditional Approach:
  34. 34. Awareness Interest Search Convert Advocacy A linear journey from ‘start’ to ‘finish’ THE CONSUMER JOURNEY IS NO LONGER A LINEAR MODEL
  35. 35. Awareness Interest Consideration Convert Advocacy There is no linear journey! New generation of digital savvy & increasingly sophisticated consumers Multiple touchpoints & cross-platform experience CONSUMER JOURNEY IN AN OMNI-CHANNEL & DIGITAL WORLD
  36. 36. Awareness Interest Consideration Convert Share BUILDING THE CONSUMER JOURNEY SEO SEO Display Display e-mail e-mail SEM Social media Remarketing SEO
  37. 37. SOCIAL MEDIA CHANNELS Video based Storytelling platform To inspire & attract Mass market Community-led platform for content discovery B2B platform to drive Thought- Leadership Conversations driven platform to drive chatter and engagement Aesthetics driven visual platform for brand discovery Video driven entertainment platform for brand discovery
  38. 38. Owned Earned Amplifying our messages Social media Microsite/blogs SEO E-mail Brand advocacy Social shares Influencer posts Paid Maximize reach into niche/mass audiences Display ads FB ads Channels CONTENT
  39. 39. YOUR DIGITAL PLAN Awareness Interest Consideration Convert Advocacy OwnedEarnedPaid ✓ improve internal SEO to increase discoverability ✓ 5 new blog posts on trending topics to improve SEO ✓ Purchase YouTube pre-roll ads for brand video ✓ e-mail encouraging customers to leave a positive feedback ✓ Provide a promo code for influencers who are sharing about your brand ✓ Remarketing ads on Google display network ✓ experiment with 3 new hashtags for IG post ✓ Cross-sharing your content into FB groups Ensuring you have content catered to your consumers at every stage of the consumer cycle
  40. 40. DIGITAL TACTICS Awareness Consideration Advocacy Brand Awareness Ads EDMS ChannelsContent/Visuals Remarketing Ads Convert
  41. 41. DIGITAL TACTICS Awareness Consideration Brand Awareness Ads ChannelsContent/Visuals Triggered EDMs Convert Owned Channels
  42. 42. Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.  When we are producing content for our target audience, are we producing the right content and experience? Think with Google: https://www.thinkwithgoogle.com/marketing-resources/micr o-moments/how-micromoments-are-changing-rules/ CONTEXT & INTENT: MICRO-MOMENTS
  43. 43. MICRO-MOMENTS MATTERS TOO Think with Google: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/how-micromoments-are-changing-rules/ In these moments, brands need to deliver: Be There Anticipate the micro-moments for your target audience & commit to being there when these moments occur. Be Useful Provide a digital experience that's relevant to consumers' needs in the moment. Be Accountable Create a seamless customer experience across all screens, channels and measure the collective impact across them.
  44. 44. PUTTING IT TOGETHER Customer (from the customer persona) Channel (from the channel strategy) Context (from micro-moments) xYour Ideal Content
  45. 45. Data is a habit, not a fad A digital-first approach marketer should be addicted to data. Data shouldn’t only be used for campaign reporting! Sources of data: ● Google Analytics ● Facebook Insights ● Ad Manager (FB, Google, LinkedIn) ● Brandwatch, Radian6 (Social listening) ● Tableau (Data visualization) Test MeasureAnalyze Optimize FINALLY, DIGITAL-FIRST, BUT DATA-LED:
  46. 46. MEASURING YOUR ANALYTICS How the Google Analytics dashboard looks like: Noteworthy functions: ● Real-time reporting ● Determine where your traffic is located ○ Geography ○ Behavior ○ Interests ○ Technology ● User behaviour on site ○ Best/Worst performing pages ○ Site speed ○ Site search ○ Events ● Conversions ○ Define goals across various channels ■ FB Pixels ■ UTMs ■ Google tag manager
  47. 47. “Starting and being consistent and not giving up is more important than being brilliant.”
  48. 48. Services that we provide: Brand Strategy ● Brand audit & research ● Corporate identity development ● Strategic communications Communications ● Media relations & news pitching ● Brand launches Digital Marketing ● Web development & SEO ● Social media marketing ● SEM, programmatic and media buy
  49. 49. THANK YOU! Copyright © Creative For More Pte Ltd. For consultation about your business plans: hello@creativeformore.com Have any webinar ideas or suggestions? Please email them to hello@creativeformore.com
  50. 50. Creative For More. www.creativeformore.com 160 Robinson Road, #14-04 Singapore Business Federation Centre SGP (068914) Copyright © Creative For More Pte Ltd.

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