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
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
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
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
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