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2Stallions x EuroCham


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This is a talk presented by Daniël Heerkens, Digital Marketing Strategy Director at 2Stallions Digital Marketing Agency at EuroCham on 15th May 2017. He is sharing insights on the rapidly changing digital landscape in Asia Pacific and how to translate the digital trends to one’s own marketing targets.

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2Stallions x EuroCham

  1. 1. 1 Engage Asia. Go Digital.
  2. 2. Hello, I’m Daniel
  3. 3. Our Notable Clients 2
  5. 5. 4 Marketing, The Story So Far 1995-2004 | Traditional Marketing + Web 2005-2009 | Web-centric Marketing Company Website, Video & Mobile News- paper Direct Mail TV Email WEBRadio PPC Outdoor SEO Company News- paper Direct Mail TV WEB Radio Outdoor Beginnings of engagementDisruptions
  6. 6. 5 2010| Modern Marketing buyers are already 60% through their buying cycle when they approach vendors. 60% Why Content Marketing is important Company Website, Video & Mobile News- paper Direct Mail Social TV Marketing Auto WEB Me dia Buy PPC Outdoor SEO Engagement & Conversion Media Buy
  7. 7. 6 The Purchase Journey is Changing
  9. 9. CONTENT MARKETING USES YOUR INSIGHT TO CREATE RELEVANT, INTERESTING AND ENGAGING CONTENT TARGETED AT POTENTIAL LEADS, AND CUSTOMERS THAT SELLS WITH THEM RATHER THAN AT THEM This is thoughtleadership, brought To life throughcompellingcontent Incites action by guiding not forcing It’s not aimedat everyone But at targetedleads. Content Marketing In A Nutshell 8
  10. 10. Content Marketing VS Other Forms of Marketing 9
  11. 11. 10 So Content Marketing is Another Form of Advertising?
  12. 12. PURCHASEINTENTHIGHLOW Social Post Website / Online Potential Leads Goal: Brand Awareness 1. Direct Contact Leads Goal: Product Knowledge 2. Opportunities Goal: Closed Deal 3. Content Marketing : The 3-Step Guide to Generate More Leads & Active Customers 11
  13. 13. SETTING KPIs 12
  14. 14. 13 - E-consultancy andGoogle,Analytics andmeasurement survey 2017 - 95% of Leading Marketers agree that “to truly matter, marketing analytics’ KPIs must be tied to broader business goals” Great we have superb marketing content! How about KPIs?
  15. 15. Most Important KPIs for Marketers in SEA 14 1. Generate Traffic & Leads 2. Providing the ROI of your marketing activities 3. Targeting content for an international audience Source: Publicis
  17. 17. EVERYONE KNOWS WHAT ANALYTICS is and has at least Google Analytics installed. Assumption 16
  18. 18. • To get the best out of your analytics, your objectives should be top of your mind. What are your Objectives ? 17 e.g. If you want to establishthought leadership,your demographics, social shares and sessions would be important for an overall picture. • Your analytics are meant to inform you based on your objectives.
  19. 19. Content Marketing KPIs 18 • Traffic On Site v Number of unique site visitors v Return visits to website v Shows your content is sought after/attractive v Bounce Rate • (Micro) Conversions to Mailing List Readership that can become advocates & future sales • Sales Advertising / eCommerce / Off line Sales
  20. 20. Important Traffic Metrics 19 Traffic Sources • Direct: visit based on type URL • Search: visit based on search query • Referral: visit based on mention on another site • Social: visit from social media platforms • Campaign: traffic from the various campaigns SEM, Social etc. • Mobile traffic : visit from mobile phone
  21. 21. Important Overall Metrics 20 Interactions Per Visit • Pages View Rates • Time Spent • Popular pages and navigation paths
  22. 22. Metrics Per Content 21 Make informed decisions • From the date of release, track social shares and page views for each piece of content. • Note it in your Content Calendar • Track views by authors (if you have multiple writers) or even by categories
  23. 23. Objective: The Everlasting Customer Funnel! 22
  24. 24. 23 Case Study: Wavin Group Asia Pacific
  25. 25. 24 Case Study: Wavin Group Asia Pacific
  26. 26. p 26 2Stallions Digital Services 25