Marketing 4.0 in the Digital Economy

1. Initiating conversations with powerful storytelling
Janeen Uy
Ateneo Graduate School of Business
https://foodlockerph.wixsite.com/foodlockerph
TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
for Brand Curiosity

2. CONTENT MARKETING
https://foodlockerph.wixsite.com/foodlockerph
OUTLINE:
1. Definition of Content Marketing
2.8 Steps of Content Marketing
a. Pre-production
b. Production
c. Distribution
d. Post-distribution
3. Application to FoodlockerPH

3. What is Content?
https://foodlockerph.wixsite.com/foodlockerph
1.

4. https://foodlockerph.wixsite.com/foodlockerph
To makes things clear
CONTENT is NOT a longer
Advertisement

5. CONTENT IS THE NEW AD
https://foodlockerph.wixsite.com/foodlockerph
Rather

6. CONTENT
Contains valuable &
relatable information
that customers want
Not to increase Brand
Equity or Sales
https://foodlockerph.wixsite.com/foodlockerph

7. https://foodlockerph.wixsite.com/foodlockerph

8. https://foodlockerph.wixsite.com/foodlockerph
GET HIS ATTENTION
RIGHT AWAY
STRAIGHT
TO
THE
POINT

9. https://foodlockerph.wixsite.com/foodlockerph
HASHTAG is the
new TAGLINE

10. https://foodlockerph.wixsite.com/foodlockerph
HASHTAG is the new
TAGLINE

11. CONTENT MARKETING
Create, distribute and amplify conversations
on interesting, relevant and useful content to
your defined audience
Storytelling than brand promotion
Deeper Customer Relationships
https://foodlockerph.wixsite.com/foodlockerph

12. CONTENT MARKETING
Future advertising in the Digital Age
Complements Traditional Advertising
https://foodlockerph.wixsite.com/foodlockerph

13. HOW TO DO CONTENT
MARKETING?
https://foodlockerph.wixsite.com/foodlockerph

14. pre-production — production — distribution — post-distribution
STEP-BY-STEP
https://foodlockerph.wixsite.com/foodlockerph
2.

15. STEP 1: GOAL SETTING
Align with overall business objectives &
translated into key metrics
2 Categories:
Sales-growth
Brand-building
https://foodlockerph.wixsite.com/foodlockerph
2.a. Pre-production

16. STEP 2: AUDIENCE MAPPING
Specific audience subset
Customer Profiling & Persona
Customer Desires & Anxieties
https://foodlockerph.wixsite.com/foodlockerph
2.a. Pre-production

17. STEP 3: CONTENT IDEATION &
PLANNING
Theme, Format & Storyline
Relevance to Consumer
Reflect brand’s character
https://foodlockerph.wixsite.com/foodlockerph
2.a. Pre-production

18. STEP 4: CONTENT CREATION
https://foodlockerph.wixsite.com/foodlockerph
2.b. Production

19. STEP 4: CONTENT CREATION
https://foodlockerph.wixsite.com/foodlockerph
2.b. Production

20. STEP 5: CONTENT DISTRIBUTION
CHANNELS
Owned
Website
Paid
- gain new
customers & create
brand awareness
Word of Mouth
- Advocates
https://foodlockerph.wixsite.com/foodlockerph
2.c. Distribution

21. SOCIAL MEDIA PLATFORMS
Voluntary
Accessed on Demand -
whenever & wherever
User-generated
content - credible &
appealing
https://foodlockerph.wixsite.com/foodlockerph

22. STEP 6: CONTENT AMPLIFICATION
To strengthen media distribution
Tap Influencers & Buzzers
Listen and engage in
conversation
https://foodlockerph.wixsite.com/foodlockerph
2.c. Distribution

23. STEP 7: CONTENT MARKETING
EVALUATION
Post-distribution Step
Check if Goals were achieved
2.d. Post-Distribution

24. STEP 7: CONTENT MARKETING
EVALUATION
5A’s Metrics to evaluate
Aware
Appeal
Ask
Act
Advocate
Visible
Relatable
Searchable
Sharable
Act
https://foodlockerph.wixsite.com/foodlockerph
2.d. Post-Distribution

25. STEP 8: CONTENT MARKETING
IMPROVEMENT
Periodic improvements on
dynamic environment
Persistent & Consistent
Give time to allow impact
https://foodlockerph.wixsite.com/foodlockerph
2.d. Post-Distribution

26. CONTENT MARKETING
https://foodlockerph.wixsite.com/foodlockerph
OUTLINE:
1. Definition of Content Marketing
2.8 Steps of Content Marketing
a. Pre-production
b. Production
c. Distribution
d. Post-distribution
3. Application to FoodlockerPH

27. https://foodlockerph.wixsite.com/foodlockerph
Foodie
Food + Instagrammer
= FOODSTAGRAMMER
Established in 2014
Dungeness Crab from Thanh Long, San Francisco in 2010
I ATE THIS WHOLE
CRAB ALL BY
MYSELF!

28. https://foodlockerph.wixsite.com/foodlockerph
Share my love for
food
My personal
favourites &
recommendations
GOAL
2.a. Pre-production

29. STEP 2: AUDIENCE MAPPING
Foodies in the PH & in part of the Globe
Use of Hashtags for foodseekers to find my
posts
https://foodlockerph.wixsite.com/foodlockerph
2.a. Pre-production
Hashtag Components:
- Cuisine
- Type of Food or Dessert
- Existing PH based Food
Platform

30. https://foodlockerph.wixsite.com/foodlockerph
STEP 3: CONTENT IDEATION &
PLANNING
2.a. Pre-production
Format: Short & Concise
Own Personal Unbiased Review

31. STEP 4: CONTENT CREATION
https://foodlockerph.wixsite.com/foodlockerph
2.b. Production
Own Personal Passion: In-House by myself
All Food posts are personally tasted, photo
taken and edited and review written by me

32. STEP 5: CONTENT DISTRIBUTION
CHANNELS
Owned Channel Word of Mouth
- Followers
https://foodlockerph.wixsite.com/foodlockerph
2.c. Distribution

33. STEP 6: CONTENT AMPLIFICATION
Listen and engage in conversation
https://foodlockerph.wixsite.com/foodlockerph
2.c. Distribution

34. STEP 7: CONTENT MARKETING
EVALUATION
2.d. Post-Distribution
Lack of
Visibility
Not being a
top hit when
searched

35. STEP 8: CONTENT MARKETING
IMPROVEMENT
Reach & Awareness —
could further be
maximised with more
followers thru joining
Instagram food Groups
https://foodlockerph.wixsite.com/foodlockerph
2.d. Post-Distribution
eg. Get featured in whattoeatph

36. https://foodlockerph.wixsite.com/foodlockerph
Create conversation
with valuable & useful
content to customers!
Actionable Insights
Short & straight to the point
content advertising
Importance of Word of Mouth

37. Summary
https://foodlockerph.wixsite.com/foodlockerph
1. Content is the AD
2. Hashtag is the Tagline
3. 8 Steps:
a. Pre-production
b. Production
c. Distribution
d. Post-distribution

38. Initiating conversations with powerful storytelling
Janeen Uy
Ateneo Graduate School of Business
https://foodlockerph.wixsite.com/foodlockerph
TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
for Brand Curiosity