Digital Marketing Workshop

Hello!I am Kevin Ng

◎ Ran 7 businesses in mostly IT fields

◎ World Top Six Student Entrepreneurs (2015 GSEA World Finals)

◎ CAPM & Six Sigma Greenbelt Certified

◎ 4-5 years of sales awards and experience

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1.What isDigital Marketing?

“Digital marketing is an umbrella term for

the marketing of products or services using digital technologies, on the internet,

mobile phones, display advertising, and any other digital medium.

~ Wikipedia

What is Marketing?

◎Advertising?◎Branding?◎Spamming your customers?◎Capturing more market share?◎Getting more people to buy more?

What do you guys think Marketing is?

Traditional◎ Communication

between business & its customers

◎ Getting more customers & getting them to buy more

Perspectives on Marketing

Modern◎ Process embedded in

all aspects of a business

◎ Knowing the customer & meeting their needs

Basics of Marketing

SegmentationIs splitting up your target market into distinct groups

TargetingIs selecting the most suitable group for your business

PositioningIs making sure your business satisfies the needs of your target segment

STP Exercise!

Assume you have set up a fashion blogshop:

◎Who are your possible customers groups?

◎Who will be your target segment? Why?

◎What image/position are you taking? Why?

Female ◎ Office Ladies: age 25 –

35, office wear, classy & branded (?)

◎ Teenagers: age 14 – 18, affordable & unique

STP Exercise: Segmentation Examples

Male◎ Comfort-seeker:

values comfort over appearance

Target Segment◎ Office Ladies: age 25 –

35, office wear, classy & branded (?)

◎ Teenagers: age 14 – 18, affordable & unique

STP Exercise: Positioning

Position◎ Prestige branding:

Quality & Fashionable

◎ Affordable & cute/chic/unique

4 Ps of Marketing

PromotionProduct Place Price

4 Ps of Marketing

1. FB Ads2. Youtube

Channel3. Instagram

QualityWomenFashion

+15 Day

Return Policy

Online Blogshop

+Delivery

Premium Pricing

+Pre-order Discounts

2.Digital MarketingChannels

Digital Marketing Channels

◎Digital◎Adverts?◎Spam?◎Cheap?

Exercise (5 mins):What are some channels you can think of?

Traditional◎ Mail

◎ Outdoor Advertising

◎ TV Advertising

◎ Newspaper

◎ Info Pamphlets

Marketing Channels

Digital◎ E-mail

◎ Display Adverts

◎ Youtube Ads

◎ Influencers

◎ Content

Channels Overview (I)

ContentHelps you build your brand, help your customers and draw in potential clients.

Search EngineIs targeting customers at their point of need.

InfluencersAre your best partners if you choose the right ones.

EmailIs the spam tactic of the 21st Century… But it still works.

ViralIs all start-ups say they are but in reality most are one-hit wonders.

SEOIs making it easy for people to find you on Google.

Channels Overview (II)

Social & Display AdGood for driving traffic & new impressions

ToolsIncreases recurring visits for usage of tools

AffiliatesDrives new traffic which is more likely to convert if affiliates are closely related

Existing PlatformsLeverage on existing customer base of marketplaces/platforms

CommunityLong-term brand building and brand advocates which builds your word-of-mouth

Public RelationsCost-effective alternative to traditional advertising, wide reach and increases brand awareness

Google Display Network

FB Advertising Custom Audience

Content Marketing

Providing free content to:

1. Draw in potential customers

2. Demonstrate expertise

3. Delight customers

Existing Platforms

Marketplaces aggregating buyers and sellers◎ Amazon◎ Google App Store◎ ThunderQuote

Search Engine Optimization

Google evaluates◎ Relevancy to

keywords◎ Reputation of page

(Inbound links)◎ Searchability

(Sitemap & Structure)

SEO Factors

3.Digital MarketingExecution

Our process is easy

Testing

Execution

Tracking & Optimization

Bullseye Framewo

rkHow do you find out

which channels work for your business?

Bullseye Framework

1. Brainstorm2. Rank

- A: Promising, B: Potential, C: Long-shot

3. Prioritize - Select 3 from A

4. Test - Cost/Customer, No. of Customers

5. Focusing - Optimize most efficient channel

Execution

◎Test channels & develop product concurrently

◎50% Rule: Product & Traction◎Moving The Needle: Focus on channels

with measurable significant impact◎Channels’ effectiveness change over

business lifetime due to◎1. Saturation ◎2. Growth of Business

Keeping on Track

◎Planning: Purpose, Goals, Budget◎Marketing Schedule◎Recording Data◎Milestones & Checks

Tracking progress is crucial!

Learning & Optimizing

◎Tracking!◎A|B Testing◎Gathering Feedback (Unbiased)

Tracking is crucial to learning as only with data, you can find out what exactly made your campaign a success and learn from it.

Helpful Tools

◎Google Analytics◎FB Advert Manager◎Google Sheets/Excel◎Slack ◎ThunderQuote ◎https://blog.bufferapp.com/free-marketin

g-tools for more free tools

4.Digital MarketingReview

Review & Summary

STPKnow yourself and know your customers to win the market.

4PsProduct, Promotion, Place, Pricing

Digital ChannelsReaches more people cheaper than ever, but consumers are also more selective and desensitized.

TestingUsing Bulls-eye Framework helps you quickly determine what works.

ExecutionIs about focusing on the few proven channels and testing new channels for when old ones dry up.

TrackingIs the most crucial, as the best campaign is only a one-off if you do not know what led to it.

Thanks!Any questions?

Contact me at:kevnty@thunderquote.com

www.thunderquote.com for marketing services (Design, Printing, Advertising, etc.)

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