MYDIN Digital

Marketing Strategy

Overall strategy definition

(to align with MYDIN brand/marketing guideline)

Detail strategies finalisation & content preparation

Solution execution advert campaigns launch

Monitoring & optimisation;

Campaign-based promotion (on-going)

Stage 1

Stage 2

Google

Stage 3

Email Marketing
1

Keywords testing & optimisation

Set-up & launch
Monitoring & reporting

SEO ranking

Weekly newsletter sending out (with competition element included if possible)

Facebook

Owned channel

Competition management

Mechanic
Incentive & materials finalisation
Competition management
Monitoring & reporting

Twitter
Facebook advertising

Bought media
1

Profiling
Editorial
placement

Engage & Negotiate

Launch

Media plan
Work process
Account set-up & management
Monitoring & reporting & optimisation
Profile and locate relevant blogger/local online community/editorial websites
Ongoing/campaign-based engage & negotiate to finalise the coverage on details (price, time)
Secure the coverage & monitoring results

WK1

PRE

DURING

Month 0

Month 1

WK2

Overall
strategy
definition

WK3

WK4

WK5

WK6

POST
Month 2

WK7

WK8

WK9

WK10

WK11

Month 3
WK12

WK13

WK14

WK15

WK16

Website launch

Detail strategies finalisation &

content preparation

SEO
Material/w
ork process
preparation
& set-up
finalisation

Community management
FB Bought media

FB Bought media
Email Marketing

Editorial placement
report
ing

Editorial placement
Repor
ting &
optimi
sation

report
ing

Repor
ting &
optimi
sation

report
ing

Data captured date

Target set

Keyword (exclude variations)

milk
dutch lady
Paper
Shop
halal
Sale
milo
vegetables
Beef

21/08/2015
Location: Malaysia
Language: English
Display on: Google and search partners
Category: Food & Grocery
Date range: last 12 months
Average monthly searches
Google suggested bid (RM)
4,400
4.28
6,600
3.23
2,900
0.83
2,400
1.95
5,400
0.53
2,900
3.1
6,600
0.24
2,400
0.32
3,600
0.84

Different target setting results in different search volume and data analysis
Other setting include: language, store locations, network, match type

Competition level
Low
Medium
Low
Low
Low
Low
Low
Low
Low

Data forecast date

Target set

Ad group
Tested keywords group
Bid set
Monthly impressions
Monthly clicks
Monthly cost
CPC
Estimated good
performance keywords

22/08/2015
Location: Malaysia
Language: English
Display on: Google and search partners
Category: Food & Grocery
Match type: broad match(include misspellings, synonyms, related searches and other relevant variations)
Data forecast based on: Aug.22-Dec.31,2015
MYDIN Top 20 best-sellers based on QUANTITY
MYDIN top 20 best sellers based on SALES
plus generic supermarket keywords
agar agar milo ayam beef chicken milo sotong watermelon Red bull nescafe Sugar Oil milk dutch lady
udang vegetables
Paper Shop giant hypermarket halal halal jakim Sale
RM 8
RM 26
84,420
130,000
758 ~ 926
1230~1500
RM 3.9k ~ RM4.77k
RM 10300~12500
RM 5.15
RM 8.35
milo beef vegetables

Different target setting results in different search volume and data forecast
Other setting include: language, store locations, network, match type

milk dutch lady sale

Target group set

Location: Malaysia
Age: 16-70
Gender: All

Recommended
advert format

Mechanic

Estimated
daily
bid price
(RM)

Website promotion

CPC

23

5,200 14,000

Conversions
increase

CPC

23

5,200 14,000

App installation
promotion

CPC

23

4,900 13,000

Post promotion

CPC

23

9,500 - 25,000

Estimated
Daily reach

Click through
rate
(Average in Malaysia
market)

Estimated
daily clicks to
MYDIN
website

0.788%

In practical, the reach and bid vary based on different targeting, detailed ads format selection and other competition
advertisers bidding
Reach rate will be higher if the promotion content contains competition element

195 - 520

Platform
recommended

Benchmark

Cost

RM 966.36

Duration

1 month

Reach

50,000

CTR

2.6%
(benchmark for
ecommerce)

Estimated clicks
to MYDIN
website
1,300

Based on 50,000 subscribers

Assuming just send out 1 round of emails per month
Price and results may vary based on if use personalised targeting. E.g. Segment email list based on purchase history,
subscriber engagement, geolocation etc. (more personalised the campaign, the higher the CTR)

Recommended
platform

Malaysiakini.com

Thestar.com.my

Format

banner ads
desktop +
mobile)

banner ads
desktop )

Other web portals to invest:

Maybank2u.com.my Mudah.my

Ad Unit

Duration

Cost

Estimated
Reach

Desktop Homepage
Leaderboard

1 Day

Daily RM 3,000

45,000

Estimated
click
through
rate

Estimated
clicks to
MYDIN
website

0.01% - 0.12%

Daily 12.5-150

Desktop Homepage
Medium
Rectangular I

1 Day

Daily RM 2,000

80,000

Mobile Homepage
Leaderboard I

7 days

Weekly RM 5,000

80,000

0.10% - 0.60%

Weekly 80-480

7 days

Weekly RM
30,000

500,000

0.01% - 0.12%

Weekly 50-600

Lelong.com.my

Channels

Average estimated CPC

Average estimated
Cost Per Impression

Facebook advertising

RM 0.39

RM 0.002

Email Marketing

RM 0.743

RM 0.0193

Google SEO

RM 5.87

RM 0.07

Web portal advert

placement

RM 65+

RM 0.05

Channel

Estimated click to MYDIN

website

Total estimated cost (RM)

Email marketing

100,000

74,300

Facebook advertising

200,000

78,000

Google SEO

50,000

293,297

Estimated total RM 445,597 for 350,000 visits in 3 months

*IMPORTANT: In practical, advert channel selection and budget for each channel are flexibly adjusted based on Cost Per Click from each
Channel (more invest on lowest CPC channel), to keep optimising the best combination of channels to maximise click through
rate with lowest cost;
- The estimated clicks here do not include organic clicks or clicks from other digital campaigns, e.g. KOL Engagement