Tactical measures and insights for strategizing and executing a great digital marketing campaign. Each time, every time. -There is No Need to Talk to Everyone -Discriminate, and Conquer -You Can Measure Everything, and You Should -Don’t Be ‘Corporate’, Get Personal -Know Your Customer, That’s An Order -If People Can’t Find You, You Don’t Exist -Don’t Gather ‘Likes’, Start a Conversation -Don’t Just Disperse, Reinforce The Message -Time Matters, Even On The Web -Don’t Just Speak, Respond

1. PRACTICAL INSIGHTS
INTO DIGITAL MARKETING
BY CHARLES HANSEN-QUAO (LEAD, DIGITAL SERVICES @ DREAMOVAL LTD.)
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“We must move from numbers
keeping score to numbers that
drive better actions.”
“ We want to know what consumers are
looking for, what their values are, and
how can we meet their needs. It’s not
just about Big Data; it’s about translating
that into the truth.”
INSIGHTS

3. There is No Need to Talk to Everyone
Discriminate, and Conquer
You Can Measure Everything, and You Should
Don’t Be ‘Corporate’, Get Personal
Know Your Customer, That’s An Order
If People Can’t Find You, You Don’t Exist
Don’t Gather ‘Likes’, Start a Conversation
Don’t Just Disperse, Reinforce The Message
Time Matters, Even On The Web
Don’t Just Speak, Respond
CONTENTS

4. A key difference between Digital and Traditional Marketing is
the ability to differentiate and appeal to specific audiences
Digital marketing efforts often fail because brands fail to
identify their key audiences and appeal to the right audience.
Send the Right Message, to the Right People, at the Right Time.
THERE IS
NO NEED
TO TALK
TO EVERYONE

5. Discriminate – (verb) ‘to recognize a distinction; differentiate.’
There are a 100 different online platforms to choose from. It is
key to remember that each has its own characteristics, its own
target, and its own audience
Your brand doesn’t need to be on absolutely every platform.
Discriminate, find those that suit your message and audience
and focus on those.
E.g. Does a News Organization need to be on Pinterest?
DISCRIMINATE & CONQUER

6. A key advantage of digital vs traditional marketing is the ability to
measure accurately various aspects of your campaign.
Digital marketing doesn’t stop at simply pushing campaigns out.
After sending it’s time to dive deep into analysis.
Use the data gathered from your own campaigns to improve future
campaigns and achieve your targets.
YOU CAN MEASURE EVERYTHING, AND YOU SHOULD

7. Traditional mass marketing has always constrained marketers to
rather bland, indirect messages.
However, digital methods allow you to deliver messages that
both Mass but Personal.
Remember, you’re not making a speech to a wide audience,
when digital each individual gets your message as an individual.
Where possible, address your market as individuals and leverage personal data.
DON’T BE ‘CORPORATE,’ GET PERSONAL

8. Digital marketing really shines when it’s personal, and
addresses the customer directly.
However, marketing magic like this only happens when you have
the secret ingredient of ‘personal data’.
All 21st Century Marketers need to have the gradual collection of
the personal data of their clients as a #2 goal. This database of customer
contact details, spending habits, and general preferences are key to
delivering digital excellence.
However, gather data in an open, and value-based manner. Keep Client Privacy Key.
KNOW YOUR CUSTOMER, THAT’S AN ORDER

9. If your number isn’t in someone’s phonebook does it actually exist?
Having an online presence is useless if people cannot find you easily.
This means making sure you’re leveraging the right platforms.
Everyone is invisible on the internet, search engines point the way.
If your online presence isn’t easily found via a web search you may
as well be invisible
You cannot ‘Build It and They Will Come’ you need to invite your
users to the party and then set up the right signposts.
IF WE CAN’T FIND YOU, YOU DON’T EXIST

10. Everyone today is out looking for more likes, followers, WhatsApp
group members., basically just building up the numbers.
However, none of this really makes any difference to your targets
as a marketer or your bottom line.
Your focus must shift from finding a bigger podium to starting an
actual conversation. Followers and Likes don’t drive value, customer
engagement does.
This is the only way to build deep, valuable relationships with clients
and move from mere ‘Awareness’ to ‘Action’.
DON’T GATHER LIKES, START A CONVERSATION

11. Unfortunately, many marketers today practice platform repetition.
The exact copy is simply replicated across various platforms with no
differentiation.
A digital marketer must understand the peculiarities of each platform
and craft their message to fit their platform.
How would I sell a new movie?
A movie poster on Instagram, a look Behind-The-Scenes on Snapchat,
a Blog Post interview with the Director, a trailer on YouTube, and a
Facebook Live interview with the star cast. Each platform serves the
main target.
DON’T JUST DISPERSE, REINFORCE A MESSAGE

12. Some digital marketing campaigns can collapse simply because of
wrong timing.
It is important to remember that because most digital marketing mediums
are both direct, and instant (e.g. email, SMS) there are optimal times to
get your message to consumers.
Nobody wants to receive an advert at midnight, and on a personal level,
being able to time your marketing outreach to critical moments in your
users life is important.
Your data tells you that a customer buys at the beginning of each month?
Try sending them the product catalog a week before their usual purchase to
drive more business?.
TIME MATTERS, EVEN ON THE WEB

13. Digital Marketing means a Two-Way Conversation, that must inform
everything you do.
Craft your content to drive engagement, then when it comes, Talk Back!
Your online presence is not a billboard, it is a person, and no one
enjoys talking to someone who doesn’t listen and respond.
DON’T JUST SPEAK, RESPOND

14. FINAL
THOUGHTS
THESE ARE THE DROPS, THERE’S STILL
A MIGHTY OCEAN OUT THERE

15. IF YOU FORGET
EVERYTHING ELSE,
REMEMBER THIS
“Innovation needs to be part of your culture.
Consumers are transforming faster than we are,
and if we dont catch up, we’re in trouble.”
Digital channels always work best when they're
integrated with other channels, so remember that
where appropriate, digital channels should be combined
with the traditional offline media and channels.”

16. Thank You
GET IN TOUCH: CHARLES@DREAMOVAL.COM