SITEC E-Commerce Course: Internet Marketing Course Series: Getting Started 301 Internet marketing is the marketing of digital products, especially through online networks to promote products or services. These include mobile phones, display ads, and any digital media. Online marketing has changed the way companies and brands use technology to market. As the growing number of platforms gradually integrate into everyday life and marketing programs, people tend to use more electronic devices than to visit physical stores, and online marketing has become commonplace and effective. Company : Stelix Media Guest Speaker : Stephy Yoong

1. Confidential + Proprietary
Accelerate Your Business
Growth with Digital Marketing
Stephy Yoong
Business Development Director, Co-founder of Stelix Media

2. Speaker Profile - Stephy Yoong

3. STELIX MEDIA, we are a 360 full service marketing
agency in providing online marketing solutions, creative
services as well as marketing events. Founded by a team
of young and vibrant bunch who passionate about
marketing, our goal is to accelerate your business growth
by providing marketing services at reasonable pricing to
suit various budgets.
Who we are?
Exclusive Digital Marketing Partner of: MWA 2019 Site of the Month Winner:
Certified Service Provider:

4. Consumer Events
Who we serve?
Leads Generation / Online Sales
DW Windscreen Sdn Bhd
& many more…

5. Social Media Management Web / Landing Page
Who we serve?

6. 1.Understanding Consumer Behaviour
2.Digital Marketing Frameworks - Micro-moments
3.Introduction to Digital Marketing Ad Formats
4.How to Run Conversion-optimised Digital Marketing Campaigns
Agenda

7. Understanding
Consumer Behaviour

8. THE EMERGENCE OF THE PERMANENTLY CONNECTED
CONSUMER CONNECTED
spent online
per day
+5 hrs of this
on mobile
40%
of transactions
start on mobile
65%

9. We check
our cell phones >150
times
a day
REACH YOUR CUSTOMER ANYTIME, ANYPLACE
Source: KPCB, 2013; Google / IPSOS, 2014

10. MOBILE IS A BEHAVIOR,
NOT A TECHNOLOGY

11. Confidential & Proprietary
Smartphones are more popular than PCs in MY
Source: Consumer barometer, 2015

12. 2000
How could they find you
20102014
In 2019,
this is how they
will find you!

13. Confidential & Proprietary

14. Confidential & Proprietary
Malaysian consumers research Online before they purchase
Source: Consumer Barometer, www.consumerbarometer.com
80%
of Malaysians do
Online Research
prior to a recent
purchase
In which industries are Malaysian consumers researching Online?

15. Digital Marketing
Frameworks -
Micro-moments

16. Google Confidential and Proprietary
Yellow pages
Awareness Consideration Intent Decision
Print ad
Billboard
Storefront
Call seller
Visit store
Ask for a quote
Compare goods
in store
Mail order
Store purchase
Buyers used to follow a linear path to purchase

17. Google Confidential and Proprietary
Cheap 2 nights + Ibiza
The buying process has changed
They search.
Holiday in Ibiza
88% of buyers research
online before purchasing in
Malaysia.
1
They often switch
between devices.
2
They read reviews, compare
styles, and research pricing.
3
They search again.
Every online buying decision is
influenced by an average of 5
information touchpoints.
4
They switch.
They compare.

19. 4 New
Moments
that Every
Marketer
Should Know

20. Source:https://www.thinkwithgoogle.com/articles/why-consumer-intent-more-powerful-than-demographics.html

21. Proprietary + Confidential
Micro Moments - Guide for Businesses
BE THERE
When your potential customers turn to Google and YouTube in their moments of need, make
sure you are there.
Source:https://www.thinkwithgoogle.com/articles/why-consumer-intent-more-powerful-than-demographics.html

22. Proprietary + Confidential
BE USEFUL
Once you've ensured you're there to meet your customer, you then need to be useful in that
moment. Think about unique, tangible ways your brand can help solve a problem or make life easier
in real-time during a micro-moment. Here are some examples:
● Provide local inventory information so they can see what's in stock nearby.
● Develop how-to videos.
● Offer the ability for consumers to seamlessly check out with an "instant buy" button.
Source:https://www.thinkwithgoogle.com/articles/why-consumer-intent-more-powerful-than-demographics.html
Micro Moments - Guide for Businesses

23. Proprietary + Confidential
BE QUICK
They’re called micro-moments for a reason. Mobile
users want to know, go, and buy swiftly. Your
mobile experience has to be fast and frictionless.
Source:https://www.thinkwithgoogle.com/articles/why-consumer-intent-more-powerful-than-demographics.html
Micro Moments - Guide for Businesses

24. Introduction to Digital
Marketing Ads
Formats

25. Google Ads

26. Google search is a key lead-generation channel
Google Search Ads

27. Google Search Ads
- Pay per click
- Campaign basis
- Product launches, events
Google Search Ads
Search Engine Optimisation (SEO)
- Long term branding
- Increase credibility
- Unlimited clicks
- General keywords

28. • Wide coverage reaching
90% of internet users.
• 70% of Malaysians use
mobile to browse the
internet.
Google Display Ads

29. Google Display Ads

30. Display Advertising
Those not actively searching are -
Watching
YouTube
videos
Using apps on
smartphones
Browsing
content
pages
Shopping on
tablets
Google Display Ads

31. Google Display Ads
With our precision targeting strategy, you
are able to segment, filter and target
potential customers that only matters to your
business, with a selection of very accurate
targeting criteria.
21 Million of Internet Users, How to Find my
potential customers?

32. Re-marketing is a form of marketing to re-target people who've visited your website or used your
mobile app.
Re-marketing

33. Re-Marketing gives you a second chance to convert past website visitors.
Re-marketing

34. Youtube Ads
Youtube Ad is the best choice for mass exposure, you only pay for audiences that watches your ad for more than 30 seconds.

35. Where the
World … and Malaysia
chooses
to watch video
Source : Google Internal data, Global, Mar 2017
16.5 M
Unique Users in
Malaysia
6.6 M
Malaysians watch
daily
Google Confidential and Proprietary

36. YouTube - Malaysia’s largest and fastest growing video platform
Source: YouTube Malaysia Dashboard
67% Views on mobile
+90% Daily viewer growth
6.6 Million daily viewers
Youtube Ads

37. YouTube is the largest TV Channel in Malaysia
Source : YouTube Analytics , Nielsen; Monthly reach 18-44

38. Gmail Ads are expandable ads at the top of people’s tabs in Gmail. With a click, they expand into email-
sized ads that can include videos and images, and can be used to meet a variety of advertising goals.
Gmail Ads

39. Gmail Ads

40. Available targeting
Geo Topic / Affinity
LanguageDomain
Age Device
Gender
Customer Match/
Similar Audiences
● See open rates of up to 6.6% on average
● Performance on par with or better than other
display placements
Gmail Ads

41. Facebook Ads - Domain Ad

42. Facebook Ads - Engagement Ad

43. Facebook Ads - Lead Ad

44. Facebook Ads - Canvas Ad

45. Instagram Advertising helps in driving
awareness, increasing customer and
sharing your story among a highly
engaged audience.
Instagram Ads

46. Instagram Ads - Stories
Instagram stories is rapidly
growing and it has achieved
300m active users as of
2017.
By combining different ad
formats, it captures user
attention better and increase
the ad effectiveness.

47. How to Run
Conversion-optimized
Digital Marketing
Campaigns

48. LEADS
GENERATION

49. Leads Generation Funnel
Attract
Reach out your target
customer
• Google Ads
• SEO
• Facebook Ads
• Instagram Ads
• LinkedIn Ads
1
Capture
Turn traffic into leads
• Inquiries
• Phone Calls
• Walk Ins
• Online Sales
3
Engage
Persuade your potential
customers
• Website
• Landing Page
2
Measure
Measure campaign
performance
• Live Campaign
Report
• Conversion Tracking
4
CRM
Calculate campaign
ROI
• Customised CRM
System
• Monitor sales conversion
rate
5
We take one step further than
any other agencies to measure
the campaign ROI.

50. 1) Attract
Google Search Ads Google Display Ads Facebook Ads Instagram Ads

51. 2) Engage
Landing Page E-commerce Website

52. 3) Capture
Enquiry Form is the basic element
for a landing page to capture leads.
We customise it based on your need,
and it is best to keep it maximum five
fields.
Conversion Tracking to track for every
inquiries.
These are essential to measure
campaign performance and calculate
for the campaign ROI.

53. 4) Measure - Live Campaign Report

54. 5) Evaluate - CRM System
*The images above are for reference only

55. OPTIMIZATION
CAMPAIGN

56. By using our exclusive targeting and keywords bidding strategies, we help you
to achieve:
How we can help?
LOWER cost-per-click (CPC)
MORE conversions
LOWER cost-per-acquisition (CPA)

57. Keywords Targeting:
• Broad match keywords will be
used in the initial stage of the
campaign to capture as much
data as possible
• Data collected will be used to
fine tune the campaign
structure
• This approach further increase
the keywords relevancy and
hence perform better
Campaign Optimization

58. Results:
• Cost per click (CPC) was managed to reduce by averagely 30%
• Has achieved more clicks and conversions with the same budget
Case Studies
Before
After

59. MANAGEMENT
SOCIAL
MEDIA

60. Facebook Content Management

61. Instagram Content Management

62. Social Media Management
’Content Builds Relationships. Relationships Are
Build On Trust.
Trust Drives Revenue’
– Andrew Davis

63. Engage
Sharing casual posts to promote
interaction and engagement
with target audience.
Educate
Writing informative social
posts is a good way to
educate your audience.
Exite
It’s time to get them take
action by exciting them about
your content or topic.
Content Marketing Approach

64. Content Marketing Approach
SELL PRODUCT VS IDEA
• Content marketing sells the idea behind
a product
• Traditional marketing only aims to sell
the product
EDUCATOR VS PERSUADERVALUE VS PRICE
• Content marketing emphasise on the
value of a product
• Traditional marketing emphasise on the
price of a product
• Content marketing educates people on a
product
• Traditional marketing persuades people
to buy
PEOPLE VS PRODUCT YOU VS MEFARMERS VS HUNTERS
• Content marketing talks about you
• Traditional marketing talks about
themselves
• Content marketing farms and nurtures
their users
• Traditional marketing hunt for sales
• Content marketing prioritizes on solving
people’s problem
• Traditional marketing prioritizes their
product features

65. Content Marketing Strategies
Two (2)
Months
Five (5) Months Five (5) Months

66. Social Media Contest
Nature’s Heart CNY Reunion Dinner Contest derma365 Lotion Giveaway Contest

67. MARKETING
VIRAL

68. Viral Marketing
好康kaki
Report on smart shopping,
freebies, events and contest.
www.haokangkaki.online
好Yeah抢鲜看
Report latest news on F&B,
travel, lifestyles and
technology.
www.yoloeatplaylive.asia

69. Viral Marketing

70. WEB
DEVELOPMENT

71. Web Development / Landing Page

72. Case Studies - Maserati Malaysia
Problems:
• Public having wrong price perception on
Maserati cars
• Luxury segment targeting, people with
spending power
• High competition within luxury car segment
industry
Solutions:
• Google ads - Search, Display, Gmail
• Facebook Lead Ads, Instagram Lead Ads
• More than 107 leads generated within a
month

73. Case Studies - Liberty@Ampang Ukay
Problems:
• Lack of online presence
• High advertising cost by doing traditional
media
• High cost-per-acquisition (CPA)
Solutions:
• Google Ads - Search and Display
• Facebook Ads
• Generates 200-300 leads monthly

74. Case Studies - DW Windscreen
Problems:
• High competition within the industry
• Cost-per-click (CPC) is getting higher
• High cost-per-acquisition (CPA)
Solutions:
• Google Search Ads Optimisation
• CPC was managed to reduce by averagely
30%
• Has achieved more clicks and enquiries with
the same budget