R.A.C.E. is proposed as the strategies to achieve the growth of sales for KLIA Ekspres service. R.A.C.E covers the marketing funnel from (R)each, (A)ct, (C)onvert, (E)ngage that designed to help brand engages their customers throughout the customer lifecycle. R.A.C.E. strategies utilize 4 types of media (paid, own, earned, experience) that comprises of various marketing tactics or initiatives in order to help KLIA Ekspres to acquire, nurture lead and convert lead to customers for both local and international market.

1. Digital Marketing Plan -
A Growth Strategies
Prepared
by
Andrew
Teh
Kim
Leong

2. Question
For our airport transfer business that has 50% local and 50%
foreign customers, what strategy or strategies would you pursue to
substantially increase the e-commerce sales from both segments?
Please elaborate on how you propose to reach them, and more
importantly convert them into sales.

3. Assumption Made for Proposed Strategies:
● There are not website analytics data available, growth strategies
suggested are based on high level data that obtained from government
body or 3rd party (Ubersuggest).
● All the marketing growth strategies can be applied to both domestic and
international market except for some local affiliate program that happen
locally where may involve physical redemption at kiosk or outlet.
● The main differentiator for domestic and international paid campaign
initiatives, blog content are: targeting language & keyword, text ads,
targeting location.

4. Executive Summary of Growth Strategies
• R.A.C.E. is proposed as the strategies to achieve the growth of sales for KLIA
Ekspres service.
• R.A.C.E covers the marketing funnel from (R)each, (A)ct, (C)onvert, (E)ngage that
designed to help brand engages their customers throughout the customer
lifecycle.
• R.A.C.E. strategies utilize 4 types of media (paid, own, earned, experience) that
comprises of various marketing tactics or initiatives in order to help KLIA Ekspres
to acquire, nurture lead and convert lead to customers for both local and
international market.
NOTE: (A)ct is refer as interaction.

5. Brand Journey (R)each (A)ct (C)onvert (E)ngage
Consumer Intention Discover Research Buy Owners
Digital Objective Increase brand
awareness
Increase valuable
interaction with brand
on website or other
brand presence
Convert into sales Nurture relationship
& build brand
advocacy
KPI New website visitor Engagement score Conversion score % of returning visitor
Indicator Unique Visit, SM
followers
# of share, comment,
article view, register
as member, sign up
newsletter, add to
cart
# of lead turn into
purchase
eDM open rate, click
to share, # of
redemption
R.A.C.E Framework
Continue…….

6. Brand
Journey
(R)each (A)ct (C)onvert (E)ngage
Digital
Objective
Increase brand awareness Increase valuable interaction
with brand
Convert into sales Nurture relationship & build
brand advocacy
Paid Media -FB Ads (Awareness)
-Linkedin Ads (Awareness)
-FB Ads (Consideration)
-Linkedin Ads (Consideration)
-Google Search Ads (CPC)
-FB Ads (Conversion)
-Linkedin Ads (Conversion)
-Google Search Ads (CPA)
-Google RLSA
-Google Display
remarketing ads
-FB Retargeting ads
-
Own Media -On Page SEO -Email marketing
-KLIA Ekspres App
-Testimonial
-Email marketing
-Whatsapp
-KLIA Ekspres App
-Email marketing
-Loyalty program
-KLIA Ekspres App
Earn Media -Influencer Outreach
-Affiliates
- - -
Experience
-
-CRO
-Analytics
-Analytics
-

7. Customer Moments that Matter Most
• Everyday there are moments where people signal a brand interest in an online
space.
• KLIA Ekspres must seize this opportunity to own these customer moments &
drive some into conversion.
• Online marketing allows KLIA Ekspres to identify & respond to those moments &
ultimately enabling marketers to drive better business outcomes.

8. Identify Moments That Matter Through Data
Each day many aim to …
• DISCOVER
• RESEARCH
• BUY
Based on the data released by
MCMC Malaysia in 2018, KLIA
Ekspres can understand internet
users INTENTION through these
data and strategise the online
marketing game plan accordingly.

9. Some Insights from MCMC
• Based on the top three online activities, top social media users & app, KLIA Ekspres can reach these potential
target audience via Paid Media ads (Facebook ads / Insta), Search Ads (as users are actively doing online
search) more effectively.
Top 3 activities

10. Some Insights from MCMC
For device bid, it is
recommended that
KLIA Ekspres bids
higher for mobile as
the device is widely
used by Malaysians to
access the Internet.
Slide 9

11. Some Insights from Ubersuggest
Other than Malaysia, majority of the
traffic contribute by English speaking
countries.
RLSA Remarketing

12. Paid Media: Facebook / Insta Ads
Facebook /
Insta Ads
Brand
Awareness
Consideration
Conversion
Brand awareness: to target ppl who likely
to pay attention to your ads.
- Traffic: Send people to app / website
- Engagement: get more ppl to see,
engage with you post. (incl: share, like,
comment)
- Lead Generation: Collect lead info from
ppl interested in your business..
- Messenger: assist people to complete
purchase, answer questions
FB platform smart bidding (automated
bidding strategy) to optimize for
conversion for the paid campaign.
Target:
Interest
→ Travel
Behavior
→ Live Abroad
→ Expat
→ Frequent traveller

13. Paid Media: Google Search Ads
Google Search
Campaign
Generic
Keyword
Campaign
Branded
Keyword
Campaign
Competitor
Keyword
Campaign
To target prospect who search for transport
to airport / city center that yet to make up
decision
To target prospect already know about the
brand & search by branded keywords.
To serve ads to customer look for alternative
(competitor) transport to airport / city center
NOTE:
1. English keyword & ads: target Malaysia & oversea
2. Malay keyword & ads : target Malaysia
3. Relevant top SEO keyword for both branded and generic categories from Ubersuggest can
add into the campaign to increase the conversion rate.
4. Campaigns start with CPC and optimize into CPA in later stage after collect enough data..

14. Paid Media: Linkedin Ads
Linkedin Ads
Brand
Awareness
Consideration
Conversion
Brand awareness: to target people who
likely to pay attention to your ads.
- Traffic: Send people to app / website
- Engagement: get more ppl to see,
engage with you post. (incl: share, like,
comment)
Utilizing smart bidding strategy to
Increase conversion on website / app.
Target:
By job title: such as manager or above by field. As these TA have higher chances to travel abroad
for business trip.

15. Paid Media: RLSA, Display Remarketing
Remarketing
RLSA (Google
Only)
Display
Remarketing
(Google
Display, FB
ads)
To retargeting lead that previously search
& click into KLIA Ekspres website / app to
convert them into sales in subsequent
search.
To retargeting lead using image ads that
previously search & click into KLIA Ekspres
website / app to convert them into sales
NOTE:
- Display remarketing (Google), Facebook Retargeting to be executed in both platforms respectively.
- RLSA, Google Remarketing, FB Retargeting to target online user that visit KLIA Ekspres home page, view fare page,
schedule page, buy ticket page (as per data shown by Ubersuggest.)

16. Own Media: On Page SEO
● There are lots of SEO tactics can be done to the website. Below are the top tactics:
○ Meta title - in short: name of the page and header appears in SERP
○ Meta desc - In short: explain what the page about & description appears in SERP
○ Keyword - relevant words that used to describe a specific page of your website and
trigger SERP
○ Link - build internal link
○ Img alt text - keyword that use to describe your image
○ Redirection - to avoid visitor landed at error page
○ Robots txt - instruction given to robot to crawl (not to crawl) your web page / website.
Will impact on SERP
○ Schema structured data - Markup for your SERP (bold, image)
○ ETC
● However, based on the scanning by Ubersuggest, I would like to suggest to fix the critical issues
before move forward with those SEO tactics.

17. Own Media: On Page SEO
This score (over 100) represent a
combination of the ratio of issue
found to the number of check
performed by the audit tools

18. Own Media: On Page SEO

19. Own Media: On Page SEO
1.
2.
3.
4.
Recommendations for issues #:
1 & 4: Need webmaster to deep dive, no access to Google Console of KLIA Ekspres.
2. 34 pages that optimize for SEO should have 500 words count if possible.
3. Each of these pages must have it own meta title in order for robot to crawl & index and
is one of the contributor to SERP.

20. Own Media: Email Marketing
● Email dripping: to nurture lead from Act stage till engagement stage.
● E.g.: Automated mail to lead
○ Send mail on limited time offer, product updates, news, announcement, follow us on social
media after that follow by sending cross / upsell email.
○ Send reminder mail if mail no open after x days.
Act Thanks first time customers, social media engagement, testimonial, press
release & news announcement, Sign up newsletter, Chat with Us
Convert Cross / upselling, limited time offer, product update
Engage Win back lapsed customers (check aging from database)

21. Own Media: Loyalty Program
● Suggest to have a loyalty program to retain existing customers to
continue to use KLIA Ekspres services.
● Example:
○ Collect point & redeem free ride
○ Frequent traveller enjoy x% discount for their every 100
rides.
○ Reward frequent traveller with certain badges in their
online account. Example: Diamond / Platinum / Gold /
Silver / Classic traveller

22. Own Media: Testimonial
● Refer to this slide
Own Media: WhatsApp
WhatsApp
To lead:
-Introduction about KLIA Ekspres
-FAQ
-Promotion / update
To customer:
-Reach customers direct for all the
promotional activities / update
● Can identify the lead, customer thru database analysis and broadcast the below message to them
via WhatsApp Business. This is the fastest and lowest cost way to reach TA.

23. Own Media: KLIA Ekspres App
● Can push promotion, news thru App to user that already download this app.
● For collaboration with affiliate using app is explain in these slides.

24. Earned Media: Influencer Outreach
● According to Ubersuggest there are 1623 inbound links from various sources (wikipedia, blog,
travel website, news site, forum etc) that link back to KLIA Ekspres website. This inbound links are
particular important for:
○ Search engine will rank KLIA Ekspres website higher in SERP, the more inbound link one
website the higher credibility score the website get.
○ This will be most relevant sources for KLIA Ekspres to get influencer in case would like to
utilize them to disseminate any news / promotion. As these influencers can write the
content in their native languages & share in their networks.
● Suggest to shortlist only top bloggers by number of traffic contributed & by language. Refer next
slide for the example of approach to influencers.

25. Earned Media: Influencer Outreach
Brief blogger on requirement
for the blog post
Review & amend blog
content
Request blogger to post on website
launching date & link back to product page
● Product 1
● Product 2
● Product 3
Brief blogger on requirement
for the blog post
Review & amend blog
content
Request blogger to post on website every
mth & link back to product page
● Product 1
● Product 2
● Product 3
For new deals / promotion
Regular blog post - monthly basis
Note: UTM tagging for inbound link
Optional: blogger
promo code

26. Earned Media: Influencer Outreach
Incentive to Influencer (blogger)
Note: UTM tagging for inbound link
● To bring traffic to KLIA Ekspres website from their write up, can use “campaign URL builder” for tracking purpose.
● Each conversion referred by these blogger or influencer will be paid accordingly as illustrated in below table.
● Each blog write up conversion is valid for 2 month only. Any conversion after this period won’t be paid.
Source / Medium / Campaign name /
Content
Name Month # of conversion Monthly Incentive amount
Blog_site / Blog / Blog_date / Blog_title Blogger 1 Jan 1 RMxx ← Each conversion get RMx0
Blog_site / Blog / Blog_date / Blog_title Blogger 2 Jan 2 RMx5 ← Each additional conversion get
RM5 top up

27. Earned Media: Affiliate Marketing
● Acquire leads via working together affiliate or partners. After acquire these leads, nurturing can be
done to them via other tactic such as email, app, WhatsApp marketing.
Add on “Redemption”
feature in the KLIA App
Work with franchise food /
beverage outlet in KV
Disseminate the news abt food /
beverage redemption at RMx via
both parties local blog networks,
SM, website
Lead need to download
the app, register then
redeem
Example (1)

28. Earned Media: Affiliate Marketing
Create an contest in social
media
Extend this contest to KLIA
Ekspres affiliate such as
klook, traveloka etc.
Make entry barrier simple:
download app & register, hashtag,
tag 5 persons
Lucky winners will get
some prizes
Example (2)
NOTE:
Make the contest banner / visual look like a co sponsor contest by the
affiliates in order to gain their support in this effort.
The intention is to collect lead indirectly thru affiliates.

29. Experience: Conversion Rate Optimization (CRO)
● Among the CRO can be done for the website as below:
○ CTA button
○ Add Chatbot
○ Magic word
○ Add testimonial
○ Show your award badge
○ Use image and video

30. Experience: Analytics
● Type of analytics tools:
○ SEM (Google Analytics, Google Ads, Google Optimize, SEMRush, MOZ),
○ SEO (Google Analytics, Google Search Console, 3rd party tool such as
Ubersuggest, crazyeggs)
● Analyse data based on these tools to suggestion improvement. Example:
○ CPC (traffic), CPA (conversion) optimization via Google Ads for SEM
campaigns.
○ Analyze source /medium of traffic in Google Analytics to improve the
traffic for a specific channel(s).
○ Conduct A/B testing for different element (e.g.: banner, CTA button, text)
on website to improve the conversion rate.

31. Thank You