A simple guide and how-to on digital age for your marketing purpose. Advice and practice to implement many interesting framework such as HOOK Model, Bullseye framework, and many others.

1. Marketing
I n a n e w
Digital age

2. Marketing
I n a n e w
Digital age
Basics never
gets you
Wrong
In this era of abundance,
Where digital presence is very strong and everyone is
interconnected through their smartphone, lots of
things changes.
Same goes with marketing. Back then, putting ads on
TV, billboards, and radio seems seamless. However,
upon this emerging era of digital marketing and
startups business, practicing old marketing effort
seems unavailing.
Nonetheless, the very basic and proven to be succeed
marketing frameworks still applicable. With few
additional improvement.

3. Disclaimer
All of the findings and practice written in this slide is based on author’s previous
working experience. Most of the contents are based on existing frameworks
supported by author’s subjective opinion.
The purpose of author creating this slide is share his knowledge with no intention
to offend any party or commercialise the content.
Should you interested to have a further discussion with author, feel free to reach
him through his personal email at g.gibranthama@yahoo.com

4. Stepbackfor a while
Let’s start with basic frameworks and every marketers
priority to-do before they start selling or markets their
product.
Marketing 4Ps
Product, Pricing,
Promotion & Place.
Perfect matrix on
deciding how your brand
will communicate &
decide very basic stuffs
like which marketing
channel you might use
Marketing STP
Deciding who is your
target channel will be
easier by using STP,
Segment your market
landscape first, choose
which one to target and
decide how to
positioned your brand.
Customer journey
Every marketers needs to
know their customers
needs and process,
customer journey
process helps you to
break it down into
details.

5. Frameworks
f o r d y n a m i c
Startups

6. Definingthe new ‘right’
Target
As startups arouses, customer behaviour is also
shifting. To gain loyal customers is not as easy as it
was like 10 - 15 years ago.
There are also a lot of new framework related and
applicable with the dynamic of startup and new digital
age. But when there are so many choices marketers
can choose, new problem is arising; “which one is the
more suitable framework for my business?”.
In the next slides, author lists down few framework
and suggestion how to use the framework and its best
practice.

7. Hook Modelby
Nir Eyal
HOOK Model is the best model which
can be applied for social media app. Not
that other business or app cannot use
this canvas, it is possible, but this model
will works perfectly for every product
manager to develop their app.
Important key takeaways;
• Most common mistakes when marketers
wants to crate viral scheme, they directly
go to ‘variable reward’ without applying
’trigger’ & ‘action’ beforehand
• When choosing variable rewards, giving
a bit touch of ‘curiosity’ and ‘addicted
feeling’ triggers the customers better. Source: https://customer.io/blog/hook-model-onboarding.html

8. Growth hack
Marketing
Introduced by Ryan Holiday through
‘Growth Hacker Marketing’ book. Focus
on acquiring customers and retaining
customers then only taking revenue out
of it. It’s the best marketing way to make
your customers growth constantly with
scalable way.
Important key takeaways;
• When applying Growth Hack Marketing,
bear in mind it is not wise to expect the
significant increase in GMV / Revenue
on the early stage
• This models works best when the
market landscape is digital savvy and
whereas the referral system can easily
implemented and scalable.
Source: http://neilpatel.com/2015/03/17/how-to-use-growth-hacking-to-attract-
and-retain-customers/

9. Micro-moment
Google
Coined and popularised by Google.
Micro moment is more than just a
content marketing tools. Once you
categorised your customer profile,
identified its micro moments, every brand
can win their moment and convert them
into your user or retain the existing user.
Important key takeaways;
• It is important to do moment mapping,
the easiest way is to set the customers
profile beforehand.
• Applicable for bigger scale and
integrate it with non-offline channel as
well.
• Be there, Be useful, and Be quick!
by
Source: https://www.thinkwithgoogle.com/collections/micromoments.html

10. How to
start?

11. Defineyour customers
You might’ve heard or knew previous frameworks. Yet, here comes
next questions; ‘how to start?’
Defining customer profile is always a fresh way to start. but how?
1. Customer profiling
Create a customers
profiling based on
quantitative and
qualitative data. You may
validate and re-validate
your customer profile’s
assumption based on
survey and in-depth
interview or FGD.
2. Define the persona
Create the customer
persona. Expected
outcome for this is the
detailed customers
psycho-demographic.
Normally, up to 3
customers persona is
more than enough to
test the frameworks.
3. Customer cycle
Using diffusion of
innovation to define
which persona falls under
which category (early
adapters, early majority,
late majority or laggards)
will helps you to maintain
your focus.

12. Diffusion of
Innovation
The main idea of this framework is to
define which persona is your early
adaptors. As every brand’s aim is to
become the mass product, and be able to
be consumed or purchased by majority of
their market segment, Diffusion of
innovations will helps marketers to
surpass the chasm between early
adapters to early majority.
Important key takeaways;
• The main idea to surpass the chasm is to
have the innovators and early adaptors
as your customers first.
• Eventually, once you surpassed the
chasm, tapping into mass market will be
easier.
Source: https://thebadcompanyblog.wordpress.com/2011/03/09/the-law-of-
diffusion-of-innovation-2/

13. How to
win?

14. dIFFERENTapproach for different
Customers
Though you knew your target market, which
framework you’d like to try, or even tried, you are still
wondering on which channel you want to use.
All marketers should know personification. Having
different types of target market also needs different
approach.
There are also few options on channels in digital age.
From social media, SEO, SEM, even referral systems.
But there are few other way as well to create
personification parts from vary types of target market.

15. Moment mapping
Micro-moments
As mentioned previously, GOOGLE’s
micro-moments is one of a great
framework which applicable for almost
every business. But defining the micro
moments itself is not easy. Thus, creating
a moment mapping can be a very good
start to decide what kind of micro
moment for what kind of persona. Best
way to start it is by looking at your
customers psychographic
Important key takeaway;
• Once the micro moments found, try to
answer these 3 simple questions: how
can I be there? how can I be useful? and
how can I be quick?
For
Source: http://blog.cintric.com/industry-term-demographic-vs-psychographic-data/

16. Brand prism
Kapferer
Brand prism is another useful tool which
every marketer can use to identify its
product internally and how would
external party see it through.
By applying the Brand Prism, a brand will
define how a brand should communicate
to which customers. What are the things
a brand wants to communicate and what
exactly is the brand value.
Important key takeaway;
• An easy way to apply this brand prism
canvas is to imagine the brand as a
human. Which answers “if brand X is a
human, what does it look like?”
by
Source: http://www.comindwork.com/weekly/2014-12-08/productivity/brand-
identity-prism-kapferer

17. Bullseye framework
19 Traction channels
Bullseye framework is used for 19 Traction
channel in ‘Traction by Gabriel Weinberg
& Justin Mares’.
From 19 possible channels can be used as
a channel, this framework keeps us stay
focused by only choosing 3 channels as
main traction strategy and 6 channels as
middle layer strategy.
Important key takeaway;
• Set the timeline of main channel and
middle layer channel. There should be a
timeframe as these channels needs to
be changed should the chosen channel
start showing a diminishing growth.
Source: http://www.templated.com.au/marketing-templates/the-bullseye-
marketing-framework/

18. The game
is on!

19. eXECUTEmeasure and evaluate
So you have your ideal framework, also you know which channels
you would like to try. Is that it? no. You need to ensure every
execution comes with measurement and evaluation.
Choose framework
Most of the possible
frameworks discussed are
quite similar with
customer journey
process. Also, these
frameworks are startup
friendly. So you don’t
need to invest too much
time & money to apply it.
Choose channels
According to traction
book, there are 19
channels which every
marketers can use to
enhance and maximise
their traction.
You may choose which
channel you think
suitable for your
business.
Execute and evaluate
You need to work fast. Try
to execute and do a/b
testing for every action
and channel to measure
your marketing
effectiveness.

20. Play it
Smooth

21. Don’t go big
without proper
Testing
Always test everything in a smaller scale before going
big.
As startup industries are familiar with MVP (Minimum
Viable Product) so does marketing in new digital age
needs to do some MVP to test whether the
hypothesis is right or wrong.
MVP testing in marketing field can be somethings like
a/b testing, try to do it in a smaller scale with small
investment, and then you may check on the
conversion rate. should the conversion rate is high,
you may also expect the strategy will works better if
you put bigger investment.

22. Play around
with your
Content
Focus on personification and be humane. Maybe hard
selling works better than soft selling for your
business.
Make sure when you are going to choose buzzers, the
buzzers’ profile is align with your brand positioning.
Be consistent & stay relevant is the key.
Do not be afraid to go pivot should you think your
content is not fit with your audience. Remember, think
your brand as a human, thus you can interact better
with your audience regardless what your platform is.
Great content not only raise people’s awareness but it
will makes your engagement rate higher as well, which
can be converted into retention program for your
recurring customer.

23. Adapt for
any kind of
Changes
In this era of abundance, where information can come
and goes easily, marketers should be able to adapt for
any kind of changes.
Always keep yourself up to date by any interesting
marketing model or even basic framework which can
be used for marketing purpose.

24. tHE
End!