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Confidential

Presented by Adrian Ang

13 Jan 2014
Pay-PerSearch Engine Optimisation | Pay-Per-Click | Conversion Optimisation | Website Analytics
Confidential

Marketing Strategies

Consumer Buying Cycle
Confidential

- AIDA

Awareness
Is it for
me?

Interest This one! esire
D
This is

Which
one?

just what
I wanted

Action
They
care
about me
Confidential

- 7 Stage Pathway

What
does it
do for
me?

Is it for
me?

Which
one?

This one!

This is
just what
I wanted

They
care
about me

These
are great
you
should
get one
Confidential

Branding & Marketing Strategies
of The Yesteryears…
Confidential

TV

Newspaper

Consumer

Flyers

Radio

Directories
Confidential

Awareness

Involvement

Active
Consideration

Purchase
(Conversion)

Consumption
(Usage)

Relationship
Building

Advocacy

Directories

Television
Press

POS
Advertorials

Coupons
After sales
Loyalty program
Confidential

Evolvement of New Media…
Confidential

Digital
Out-ofOut-of-home

Mobile
Marketing

Online Marketing
Confidential

Branding & Marketing Strategies for Today!
Confidential

Online

Online
TV

Contents
Consumers

EDM/

Radio

Emailers
Search
Engines
Confidential

Awareness

Active
Consideration

Involvement

Purchase
(Conversion)

Consumption
(Usage)

Relationship
Building

Advocacy

Television
Press

POS
Advertorials

Digital OOH

Coupons
After sales
Loyalty program

Online Banners +
Video Marketing
Search

Social Media

Search Engine Marketing/ SEO

Facebook, Twitter, Instagram

Forums/
Reviews
Confidential

Exploring Digital Platforms...
Confidential

Newspaper Print Ads = Online Banners
Available options:
1. Premium sites - AsiaOne, Channel News Asia, Yahoo, etc (Price starts from S$10k/mth)
2. Google Display Network (GDN) – No minimum budget, can DIY
3. Facebook Ads (Sponsored Stories, etc) – No minimum budget, can DIY
4. Advertising networks - Komli, Innity, Pixel Media, etc (Price starts from S$5k-S$10k/mth)
5. Trade Associations – MIS, SCCCI, SMA, etc (Need to check if they have online inventory)
Confidential

TV Commercials = Video Marketing
Available options:
1. Youtube – Pre Roll Videos, No Minimum Budget, can DIY (TrueView Video Ads)
2. Video SEO services – ranks Client’s Video on the first page of Google (S$2,000 per
campaign)
3. Video Ad Networks – Tube Mogul, VeNA, etc (Usually about S$10k/mth onwards)
Confidential

Flyers = Electronic Direct Mailers (EDM)
Some key points to note:
•
•
•
•
•

The “Subject Title” is the most important part of the EDM!
Make sure that its read-able on all major Desktop and Mobile Browsers
(Chrome, Safari, IE, etc)
Provide link for viewing in HTML page
Unsubscribe link
EDM Softwares – Mailchimp, etc

Data base sources:
1. Own collection – online enquiry forms, Namecards
2. Directories – Online or Hardcopies (Kompass?)
3. Purchase – DP Bureau, Dun & Bradstreet, etc
4. Trade associations – be part of their regular electronic Newsletters?
5. Magazines or Newspapers – database (premium pricing)
Confidential

Directories = Search Engine Marketing
Search Engine Marketing (SEM) + Search Engine Optimisation(SEO)

Paid Search
(Pay-per-click)

Organic Search
(Search Engine
Optimisation)
Confidential

No minimum Budget & can DIY
Quick to implement > can be instanteous
Can buy unlimited keywords and countries
Can buy competitor keywords
Used for short term promotions
Used as a counter-competitive strategy
No matter how much you spend, it would not help SEO
Confidential

Help you get FREE traffic from search engines.
Increase in “perceived creditability” of your site
Increase in “targeted” traffic to your site
Number of keywords limited by site contents
Can not optimize for competitor keywords
Does not help SEM (Paid Search) ranking
Confidential

Word Of Mouths, Forums, Blogs = Social
Media Marketing (SMM)
Facebook Ads
• No minimum Budget
• Can DIY
• Easy to roll out
• Should have a clear & specific “Call to action” on the landing page
• Should have a specific objective in mind ( Acquire Fans, Launch
Product/Promotion, Download Mobile Apps, etc)
Facebook Fan Page Management
• Fan base to create a group of supporters
• Continuous provide value to your Fans – industry news & trends, special
promotions, Taggo, etc
• Have a “fun side” - post Awesome and Cute pictures, Jokes, Cool related videos,
etc to engage Fans
Confidential

Word Of Mouths, Forums, Blogs = Social
Media Marketing (SMM)
Twitter & Instagram
• Premium Ads avail on Twitter
• Social campaigns on Twitter & Instagram as part of the overall Digital Marketing
Plan.
Confidential

Mobile Apps Development
Points to note:
• What is the objective of the Mobile Apps?
•

What “issues” is it trying to address?

•

Who are your users?

•

Is there alternative solutions to your App?

•

What is you “Go to Market” Strategy?

•

Apps Store Optimisation (ASO) – Increase the chance that your App can be found
in the App Store
Confidential

Analytics – Marketing Insights
•

Do you know what does your customers want?

•

What contents are working or not working?

•

Marketing channels ROI – which source of traffic is most efficient

•

Empowers your Marketing Budget planning

•

Example of Analytics – Google Analytics, Facebook Page Insights, Omniture, etc
Confidential

Digital Marketing 2014 & Beyond
Confidential

Source: Google

25
Confidential

26
Confidential
Cross-Device Experience is Very
Critical

Source : comScore Media Metrix, Global Visitors
Age 15+ Home/Work Location, August 2012
Confidential

Thank You
Confidential

Build Yourself A
Business AdVantage!

Adrian Ang
Business Director

AdVantage SEO LLP
TEL : +65 9450 0295
adrian@advantageseo.net
www.advantageseo.net

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