Topic 12

DIGITAL MARKETING
LEARNING OBJECTIVES
Moving from traditional marketing to digital marketing
Integrating traditional and digital marketing
Redefining marketing in digital economy
New frameworks for marketing in the digital economy
Content Marketing
MARKETING 4.0
Marketing 4.0 is a marketing approach that combines online and offline
interaction between companies and customers.
Leverages machine-to-machine connectivity and artificial
intelligence(AI) to improve marketing productivity while leveraging
human-to-human connectivity to strengthen customer engagement
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Segmentation and Targeting to Customer Community Confirmation

Traditionally
Marketing always starts with segmentation, followed by targeting: help
marketers to serve multiple segments, each with differentiated offerings
The involvement of customers is limited to their inputs in market research
Customers often feel intruded upon and annoyed by irrelevant messages
aimed toward them
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING

From Segmentation and Targeting to Customer Community Confirmation

Digital Economy
Customers are socially connected with one another in webs of communities.
communities are the new segments: formed by customers within the boundaries
that they themselves define.
Permission marketing: asking for customers’ consent prior to delivering
marketing messages, act as friends with sincere desires to help
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Brand Positioning and Differentiation to Brand Clarification of
Characters and Codes

Traditionally: brand is a set of image

Today: brand becomes the representation of the overall customer experience
that a company delivers to its customers
Brand positioning: the battle for the customer’s mind
Marketers must fulfill this promise with a solid and concrete differentiation
through its marketing mix
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Selling the Four P’s to Commercializing the Four C’s

The marketing mix is a classic tool to help plan what to offer and how to
offer to the customers: product, price, place, and promotion
In a connected world, the concept of marketing mix has evolved to
accommodate more customer participation.
The four C’s: co-creation, currency, communal activation, and conversation
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Selling the Four P’s to Commercializing the Four C’s

Product Co-creation
New product development strategy
allows customers to customize and personalize products and services,
thereby creating superior value propositions
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Selling the Four P’s to Commercializing the Four C’s
Price Currency
Price is similar to currency, which fluctuates depending on market demand
Big-data analytics
Optimize profitability by charging different customers differently based on
historical purchase patterns, proximity to store locations, and other customer
profile aspects
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Selling the Four P’s to Commercializing the Four C’s

Place Communal activation

Peer-to-peer distribution: i.e.: Airbnb, Booking, Tripadvisor, Grabcar,
LendingClub, RinggitPlus, DuitNow
They Provide customers easy access to the products and services not owned by
them but by others
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Selling the Four P’s to Commercializing the Four C’s

Promotion Conversation
 promotion has always been a one-sided affair
 social media enables customers to respond to those messages
 E.g.: customer-rating system
 MOVING FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
From Customer Service Processes to Collaborative Customer Care

Traditionally: Customers are considered kings once they considered to buy.

Customer-care approach: a company demonstrates its genuine concern for
the customer by listening, responding, and consistently following through
on terms dictated by both the company and the customer
Collaboration happens when companies invite customers to participate in
the process by using self-service facilities
INTEGRATING TRADITIONAL
AND DIGITAL MARKETING

The Interchanging Roles of Traditional and Digital Marketing

REDEFINING MARKETING IN
THE DIGITAL ECONOMY
Combines online and offline interaction between companies and
customers
Blends style with substance in building brands,
Complements machine to-machine connectivity with human-to-human
touch to strengthen customer engagement.
Coexist in Marketing 4.0 to win customer advocacy
 NEW FRAMEWORK FOR MARKETING
IN THE DIGITAL ECONOMY
Understanding How People Buy: From Four A’s to Five A’s

AIDA: attention, interest, desire, and action

Modification of AIDA that he calls the four A’s: aware, attitude, act, and act
again
Customers learn about a brand (aware), like or dislike the brand (attitude), decide
whether to purchase it (act), and decide whether the brand is worth a repeat
purchase (act again).
NEW FRAMEWORK FOR MARKETING
IN THE DIGITAL ECONOMY
In the aware phase, customers are passively exposed to a long list of
brands from past experience, marketing communications, and/or the
advocacy of others.
Appeal phase: customers process all the messages they are exposed to
and become attracted only to a short list of brands.
NEW FRAMEWORK FOR MARKETING
IN THE DIGITAL ECONOMY
In the ask phase, customers follow up by actively researching the
brands they are attracted to for more information from friends and
family, from the media, and/or directly from the brands
The customer path changes from individual to social: decisions
will be made based on what customers take away from the
conversation with others.
Brands need to trigger the right amount of customer curiosity
 NEW FRAMEWORK FOR MARKETING
IN THE DIGITAL ECONOMY
Customers will decide to act after convinced in the ask stage.
Not limited to purchase actions
After purchasing a particular brand, customers interact more deeply through
consumption and usage as well as post-purchase services.
When customers have problems and complaints, brands need to pay attention and
make sure the customers receive solutions.
 NEW FRAMEWORK FOR MARKETING
IN THE DIGITAL ECONOMY
Advocate stage: Over time, customers may develop a sense of strong loyalty
to the brand, as reflected in retention, repurchase, and ultimately advocacy
to others
NEW FRAMEWORK FOR MARKETING
IN THE DIGITAL ECONOMY

Mapping the Customer Path throughout the Five A’s

CONTENT MARKETING FOR
BRAND CURIOSITY
Content Is the New Ad, #Hashtag Is the New Tagline
Content marketing is a marketing approach that involves creating,
curating, distributing, and amplifying content that is interesting,
relevant, and useful to a clearly defined audience group in order to
create conversations about the content
Content marketing shifts the role of marketers from brand
promoters to storytellers
CONTENT MARKETING FOR
BRAND CURIOSITY
Social media has played a major part in this shift
Now, customers have an abundance of user generated content that
they find more credible and, significantly, more appealing than
that from traditional media.
In social media, advertisements cannot significantly interrupt
customers while they are consuming content
STEP-BY-STEP CONTENT
MARKETING
 STEP-BY-STEP CONTENT
MARKETING
Step 1: Goal Setting
Their goals should be aligned with their overall business objectives and translated
into key metrics, against which the content marketing will be evaluated.
Content-marketing goals can be classified into two major categories:
i. Sales-related goals: e.g.: sales closing, cross-sell, and sales referral.
ii. Brand-related goals: e.g.: brand awareness and brand loyalty/advocacy.
STEP-BY-STEP CONTENT
MARKETING
Step 2: Audience Mapping
Marketers should determine the audiences they want to focus on
Defining a specific audience subset will help marketers create sharper
and deeper content, which in turn contributes to the brand’s effective
storytelling.
The audience perimeters: geographic, demographic,
psychographic, and behavioral
STEP-BY-STEP CONTENT
MARKETING
Step 2: Audience Mapping
After marketers have set their audience boundaries, they need to profile
the audiences and describe their personal
Marketers should then aim to provide content that helps them to relieve
their anxieties and achieve their desires.
STEP-BY-STEP CONTENT
MARKETING
Step 3: Content Ideation and Planning
To find ideas about what content to create and to perform proper
planning.
A combination of relevant themes, suitable formats, and solid narratives
ensures a successful content-marketing campaign.
STEP-BY-STEP CONTENT
MARKETING
Step 3: Content Ideation and Planning
Two things to consider in choosing right themes:
i. Great content has clear relevance to customers’ lives
ii. Effective content has stories that reflect the brand’s characters and
codes. https://www.hlb.com.my/en/personal-banking/news-updates/hlb-encourages-saving-for-a-better-future.html
https://www.youtube.com/watch?v=pm4xTRlVoGg
STEP-BY-STEP CONTENT
MARKETING
Step 3: Content Ideation and Planning
 Explore the content formats.
 Written formats: press releases, articles, newsletters, white papers,
case studies, and even books.
 Visual form: infographics, comics, interactive graphics, presentation
slides, games, videos, short films, and even feature films.
STEP-BY-STEP CONTENT
MARKETING
Step 4: Content Creation
 Explore content-marketing narrative
 Content marketing is often episodic, with different small story arcs
that support the overall story line.
 Continuous process that requires consistency
 STEP-BY-STEP CONTENT
MARKETING
Step 5: Content Distribution
Three major categories of media channels :
 Owned: consist of the channel assets that the brand owned, and which
are fully under its control such as corporate publications, corporate
events, websites, blogs, company managed online communities, email
newsletters, social media accounts, mobile phone notifications, and
mobile applications
 STEP-BY-STEP CONTENT
MARKETING
Step 5: Content Distribution
Three major categories of media channels:
 Paid: pays to distribute its content in traditional advertising (electronic
media, print media) and in digital space (display banners, affiliate
networks of publishers, search engine listings, paid social media
placements, and mobile advertising media).
 Pays based on the number of impressions or based on the number of actions
 Used to reach and acquire new prospective audiences to build brand awareness
 STEP-BY-STEP CONTENT
MARKETING
Step 5: Content Distribution
Three major categories of media channels:
 Earned Media: the coverage and exposure gained by the brand due to word of
mouth or advocacy
 When the quality of the content is very high, the audience often feels
compelled to make them viral through social media
 STEP-BY-STEP CONTENT
MARKETING
Step 6: Content Amplification
When the content reaches key influencers in the intended audience group, that
content is more likely to go viral
Marketers need to make sure that the influencers find it useful for improving their
reputations when they spread the content
 STEP-BY-STEP CONTENT
MARKETING
Step 7: Content Marketing Evaluation
An important post-distribution step
Marketers should evaluate:
 Whether the content-marketing strategy achieves the sales-related and the brand
related goals set in Step 1.
 The key content-marketing metrics: visible (aware), relatable (appeal),
searchable (ask), actionable (act), and shareable (advocate)
 STEP-BY-STEP CONTENT
MARKETING
Step 7: Content Marketing Evaluation
Visibility metrics are about measuring reach and awareness: impressions,
unique viewers, and brand recall.
Relatability measures how well the content attracts interest: page views per
visitor, bounce rate, and time on site.
Search metrics typically measure how discoverable content is by using
search engines: search-engine positions and search engine referrals
 STEP-BY-STEP CONTENT
MARKETING
Step 7: Content Marketing Evaluation
Action metrics measure whether content successfully drives customer to
act: click-through-rate and other call-to-action conversion rates
Sharable metrics to track how well their content is being shared: share ratio
(ratio between the number of shares and the number of impressions) and
engagement rate (on Twitter, for example, it is measured by dividing total
followers by share actions such as retweets, favorites, replies, and
mentions).
 STEP-BY-STEP CONTENT
MARKETING
Step 8: Content Marketing Improvement
Performance tracking is very useful for analyzing and identifying opportunities
for improvement.
Marketers should determine their evaluation and improvement horizons and
decide when it is time to change the content-marketing approach.