smw startupbisnis victor iwan
TRANSCRIPT
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STRATEGY AND TACTICS DIGITAL MARKETING FOR UKM AND STARTUP@VIKTORIWAN
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Meet Viktor…• Brilliant Digital Faculty Member – Google
Partner Academy• Director of Doxa Creative and Digital Agency• Director of PT. Agape Media Nusantara
(Belladonna Group)• Certified Adwords, Analytics, and Video Ads
and Bing Ads Accredited Professional• OpenSource Project (Seblod) Contributor,
PHP Programmer forJoomla and Wordpress
• Terhubung di @ViktorIwan
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#1- BUILD A DIGITAL MARKETING PLAN
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GOAL
• Build Awareness• Influnce Consideration• Increase Sales• Grow Loyalty
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KPI Digital Branding MeasurementThe KPI Scorecard (Sample)
Marketing Objectives
Goal KPI Target Value
Build Awareness
Expose Communicate with target audience
Share of conversation 50% 37%Share of search 40% 18.2%Online reach 95% 94%
Attract Acquire qualified trafficUnique visitors (for context) 15,000,000 10,837,189New visitors 20% 42.63%Share of traffic 80% 63%
Influence Consideration
Engage Create valuable engagements for visitors
Comments 400 453Shares 30% 13%Signed up users 80,000 60,000
Retain Increase visitor loyaltyFrequency 60% 44.16%Recency 17% 14.62%Active users 80% 57.26%
Influence Satisfy visitors' needsTask completion 60% 45%Sentiment 5:4 5:1
Drive Sales Trigger additional salesIncremental Sales Revenue 1.5M 1.32M
Grow Loyalty Improve brand loyaltyNet Promoter Score 8 6
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STRATEGY
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#2 - DO TESTING AND OPTIMIZATION !
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DO TESTING AND OPTIMIZATION• Persuasive Offer (Copywriting)• Ads Image• Web Layout• Web Performance
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DO TESTING AND OPTIMIZATION
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DO TESTING AND OPTIMIZATION2 Profit Metrics
LOWER BOUNCE RATE + HIGHER SESSION DURATION = MORE PROFIT
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DO TESTING AND OPTIMIZATIONTraffic Bounce
RateConv Rate
TotalOrder
Avg Order
Revenue
1000 70% 3% 9 100.000 900.000
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DO TESTING AND OPTIMIZATIONTraffic Bounce
RateConv Rate
Total Order
Avg Order
Revenue
1000 70% 3% 9 100.000 900.000
1000 50% 3% 15 100.000 1.500.000
By Reduce 20% Bounce Rate, We Increase 66% Revenue
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#3- BUILD TEAM
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BUILD TEAM
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#4- BUILD MOBILE PLAN
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BUILD A MOBILE PLAN
“If you plans don’t include mobile, your plans are not finished”
SVP Integrated Marketing, Coca ColaWENDY CLARKE
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BUILD A MOBILE PLANMobile usage is exploding in APAC The average user spends 2.5 hrs/ day on their smartphone
APAC countries
Average time spent on smartphone/day, minutes
Source: Millward Brown
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#5- BUILD BRAND AND AUTHORITY
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BRAND AND AUTHORITY
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BRAND AND AUTHORITY