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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
Your trusted web
infrastructure provider
By:
All the vendors you need at your fingertips
Trusted By:
Featured In:
1.
What is
Digital 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
Segmentation
Is splitting up your
target market into
distinct groups
Targeting
Is selecting the
most suitable group
for your business
Positioning
Is 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 Ads
2. Youtube
Channel
3. Instagram
Quality
Women
Fashion
+
15 Day
Return Policy
Online
Blogshop
+
Delivery
Premium
Pricing
+
Pre-order
Discounts
2.
Digital Marketing
Channels
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)
Content
Helps you build your brand, help
your customers and draw in
potential clients.
Search Engine
Is targeting customers at their
point of need.
Influencers
Are your best partners if you
choose the right ones.
Email
Is the spam tactic of the 21st
Century… But it still works.
Viral
Is all start-ups say they are but in
reality most are one-hit wonders.
SEO
Is making it easy for people to
find you on Google.
Channels Overview (II)
Social & Display
Ad
Good for driving traffic & new
impressions
Tools
Increases recurring visits for
usage of tools
Affiliates
Drives new traffic which is more
likely to convert if affiliates are
closely related
Existing Platforms
Leverage on existing customer
base of marketplaces/platforms
Community
Long-term brand building and
brand advocates which builds
your word-of-mouth
Public Relations
Cost-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 Marketing
Execution
Our process is easy
Testing
Execution
Tracking &
Optimizatio
n
Bullseye
Framework
How do you find out
which channels work
for your business?
Bullseye Framework
1. Brainstorm
2. 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-
marketing-tools for more free tools
4.
Digital Marketing
Review
Review & Summary
STP
Know yourself and know your
customers to win the market.
4Ps
Product, Promotion, Place,
Pricing
Digital Channels
Reaches more people cheaper
than ever, but consumers are
also more selective and
desensitized.
Testing
Using Bulls-eye Framework
helps you quickly determine what
works.
Execution
Is about focusing on the few
proven channels and testing new
channels for when old ones dry
up.
Tracking
Is 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.)
All the vendors you
need at your
fingertips

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Yes 2016 digital marketing workshop

  • 2. 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
  • 3. Your trusted web infrastructure provider By: All the vendors you need at your fingertips
  • 7. “ 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
  • 8. 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?
  • 9. 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
  • 10. Basics of Marketing Segmentation Is splitting up your target market into distinct groups Targeting Is selecting the most suitable group for your business Positioning Is making sure your business satisfies the needs of your target segment
  • 11. 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?
  • 12. 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
  • 13. 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
  • 14. 4 Ps of Marketing PromotionProduct Place Price
  • 15. 4 Ps of Marketing 1. FB Ads 2. Youtube Channel 3. Instagram Quality Women Fashion + 15 Day Return Policy Online Blogshop + Delivery Premium Pricing + Pre-order Discounts
  • 17. Digital Marketing Channels ◎Digital ◎Adverts? ◎Spam? ◎Cheap? Exercise (5 mins): What are some channels you can think of?
  • 18. Traditional ◎ Mail ◎ Outdoor Advertising ◎ TV Advertising ◎ Newspaper ◎ Info Pamphlets Marketing Channels Digital ◎ E-mail ◎ Display Adverts ◎ Youtube Ads ◎ Influencers ◎ Content
  • 19. Channels Overview (I) Content Helps you build your brand, help your customers and draw in potential clients. Search Engine Is targeting customers at their point of need. Influencers Are your best partners if you choose the right ones. Email Is the spam tactic of the 21st Century… But it still works. Viral Is all start-ups say they are but in reality most are one-hit wonders. SEO Is making it easy for people to find you on Google.
  • 20. Channels Overview (II) Social & Display Ad Good for driving traffic & new impressions Tools Increases recurring visits for usage of tools Affiliates Drives new traffic which is more likely to convert if affiliates are closely related Existing Platforms Leverage on existing customer base of marketplaces/platforms Community Long-term brand building and brand advocates which builds your word-of-mouth Public Relations Cost-effective alternative to traditional advertising, wide reach and increases brand awareness
  • 23. Content Marketing Providing free content to: 1. Draw in potential customers 2. Demonstrate expertise 3. Delight customers
  • 24. Existing Platforms Marketplaces aggregating buyers and sellers ◎Amazon ◎Google App Store ◎ThunderQuote
  • 25. Search Engine Optimization Google evaluates ◎ Relevancy to keywords ◎ Reputation of page (Inbound links) ◎ Searchability (Sitemap & Structure)
  • 28. Our process is easy Testing Execution Tracking & Optimizatio n
  • 29. Bullseye Framework How do you find out which channels work for your business?
  • 30. Bullseye Framework 1. Brainstorm 2. 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
  • 31. 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
  • 32. Keeping on Track ◎Planning: Purpose, Goals, Budget ◎Marketing Schedule ◎Recording Data ◎Milestones & Checks Tracking progress is crucial!
  • 33. 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.
  • 34. Helpful Tools ◎Google Analytics ◎FB Advert Manager ◎Google Sheets/Excel ◎Slack ◎ThunderQuote ◎https://blog.bufferapp.com/free- marketing-tools for more free tools
  • 36. Review & Summary STP Know yourself and know your customers to win the market. 4Ps Product, Promotion, Place, Pricing Digital Channels Reaches more people cheaper than ever, but consumers are also more selective and desensitized. Testing Using Bulls-eye Framework helps you quickly determine what works. Execution Is about focusing on the few proven channels and testing new channels for when old ones dry up. Tracking Is the most crucial, as the best campaign is only a one-off if you do not know what led to it.
  • 37. Thanks! Any questions? Contact me at: kevnty@thunderquote.com www.thunderquote.com for marketing services (Design, Printing, Advertising, etc.) All the vendors you need at your fingertips