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Search Engine Optimisation | PaySearch Engine Optimisation | PaySearch Engine Optimisation | PaySearch Engine Optimisation | Pay----PerPerPerPer----Click | Click | Click | Click | Conversion Optimisation | Website AnalyticsConversion Optimisation | Website AnalyticsConversion Optimisation | Website AnalyticsConversion Optimisation | Website Analytics

Presented by Adrian Ang

13 Jan 2014

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Marketing Marketing Marketing Marketing Strategies Strategies Strategies Strategies

Consumer Buying CycleConsumer Buying CycleConsumer Buying CycleConsumer Buying Cycle

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Is it for Is it for Is it for Is it for me?me?me?me?

Which Which Which Which one?one?one?one?

This This This This one!one!one!one! This is This is This is This is just what just what just what just what I wantedI wantedI wantedI wanted

They They They They care care care care

about meabout meabout meabout me

AAAAwareness IIIInterest DDDDesire AAAAction

---- AIDAAIDAAIDAAIDA

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What What What What does it does it does it does it do for do for do for do for me?me?me?me?

Is it for Is it for Is it for Is it for me?me?me?me?

Which Which Which Which one?one?one?one?

This This This This one!one!one!one! This is This is This is This is just what just what just what just what I wantedI wantedI wantedI wanted

They They They They care care care care

about meabout meabout meabout me

These These These These are great are great are great are great

you you you you should should should should get oneget oneget oneget one

---- 7 7 7 7 Stage PathwayStage PathwayStage PathwayStage Pathway

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Branding & Marketing Strategies Branding & Marketing Strategies Branding & Marketing Strategies Branding & Marketing Strategies of The Yesteryears…of The Yesteryears…of The Yesteryears…of The Yesteryears…

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Newspaper

Radio

Directories

Flyers

TVConsumerConsumerConsumerConsumer

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Awareness InvolvementActive

ConsiderationPurchase

(Conversion) Consumption

(Usage)Relationship

BuildingAdvocacy

Television

Press

Advertorials

After sales

Loyalty program

POS

Coupons

Directories

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Evolvement of New Media…Evolvement of New Media…Evolvement of New Media…Evolvement of New Media…

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MobileMobileMobileMobileMarketingMarketingMarketingMarketing

DigitalDigitalDigitalDigitalOutOutOutOut----ofofofof----homehomehomehome

Online MarketingOnline MarketingOnline MarketingOnline Marketing

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Branding & Marketing Strategies for Today!Branding & Marketing Strategies for Today!Branding & Marketing Strategies for Today!Branding & Marketing Strategies for Today!

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Online

Contents

Radio

Search

Engines

EDM/

Emailers

Online

TV

ConsumersConsumersConsumersConsumers

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Awareness InvolvementActive

ConsiderationPurchase

(Conversion) Consumption

(Usage)Relationship

BuildingAdvocacy

Television

Press

Digital OOH

Advertorials

After sales

Loyalty program

POS

Coupons

Online Banners +

Video Marketing

Search

Search Engine Marketing/ SEO

Social Media

Facebook, Twitter, Instagram

Forums/

Reviews

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Exploring Digital Platforms...Exploring Digital Platforms...Exploring Digital Platforms...Exploring Digital Platforms...

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Newspaper Print Ads = Online Banners

Available options:Available options:Available options: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)

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TV Commercials = Video Marketing

Available options:Available options:Available options: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)

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Flyers = Electronic Direct Mailers (EDM)

Some key points to note:Some key points to note:Some key points to note: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:Data base sources:Data base sources:Data base sources:1. Own collection – online enquiry forms, Namecards2. Directories – Online or Hardcopies (Kompass?)3. Purchase – DP Bureau, Dun & Bradstreet, etc4. Trade associations – be part of their regular electronic Newsletters?5. Magazines or Newspapers – database (premium pricing)

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Directories = Search Engine Marketing

Paid Search

(Pay-per-click)

Organic Search

(Search Engine

Optimisation)

Paid Search

(Pay-per-click)

Organic Search

(Search Engine

Optimisation)

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

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�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

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� 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

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Word Of Mouths, Forums, Blogs = Social Media Marketing (SMM)

Facebook AdsFacebook AdsFacebook AdsFacebook 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 ManagementFacebook Fan Page ManagementFacebook Fan Page ManagementFacebook 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

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Word Of Mouths, Forums, Blogs = Social Media Marketing (SMM)

TwitterTwitterTwitterTwitter & Instagram& Instagram& Instagram& Instagram• Premium Ads avail on Twitter• Social campaigns on Twitter & Instagram as part of the overall Digital Marketing

Plan.

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Mobile Apps Development

Points to note:Points to note:Points to note: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

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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

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Digital Marketing 2014 & Beyond

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25Source: Google

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26

ConfidentialCross-Device Experience is Very Critical

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

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Thank You

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Build Yourself A

Business AdVantage!

Adrian AngBusiness Director

AdVantage SEO LLPTEL : +65 9450 0295

adrian@advantageseo.net

www.advantageseo.net