The document provides an overview of 6 common mistakes made in online advertising and provides recommendations on how to improve digital marketing strategies. The biggest mistakes include prioritizing execution over strategy, focusing on building digital assets like websites and social media instead of integrated marketing funnels, selling too soon without understanding customer needs, failing to build reusable assets like email lists, not understanding key metrics, and failing to integrate different marketing channels. The document recommends starting with defining buyer personas, goals, digital assets, marketing funnels, and channels before developing an effective digital marketing plan.

1. Discover The 6
Biggest Online
Advertising Mistakes
by Ashley Ong
Confidential and Proprietary. All Rights Reserved.
⽹上营销常犯的6⼤
错误，都在浪费预
算。 您是否了解?

2. Digital Marketing Consultant, Trainer & Speaker
1. Formerly SMB (Small Medium Business) Marketing
Executive at Google Malaysia
ASHLEY ONG
4. Consulted more than 40 companies across different
industries in Malaysia on Digital Marketing
3. Certified Google Ads Regional & HRDF Trainer
5. Specialises in Digital Marketing (Google, Facebook,
YouTube, Linkedin); Conversion Optimisation (Landing
Page Optimisation, Funnel Optimisation) & Digital
Training
2. Founded Superanium Sdn Bhd

3. Today, we will cover:
I. II.
Understand Malaysian
Consumer’s Behaviour
6 Biggest Online
Advertising Mistakes
III.
What Should You Do
Next?
今天，我们将会分享……
了解⻢来⻄亚消
费者的在线⾏为
⽹上营销常犯的6⼤错误 接下来该怎么应变？

4. Mass Media in Malaysia Has Changed
2000s Today
从传统媒体到新媒体时代

5. Consumers live
Online today!
26 million
active internet
users in Malaysia 8h 00m
average daily use of
internet, on any
device
消费者已在线上⽣活！

6. Digital is increasingly influencing how we discover information
even in the offline world
消费者的⾏为决定了全球商业的未来

7. In 2017, roughly
6 in 10 decisions
made by shoppers in-store
were influenced
by digital
2017年，店内购物者做出
的10个决定中，⼤约有6
个被数码讯息影响

8. Consumers now rely on
an increasing amount of
information to support &
refine a making throughout
the purchase journey
Average number of information
sources used by consumers
⾄今，消费者在购买过程
中都依赖⽹络信息

9. Malaysians turn to specific online sources when looking for
local businesses - a key opportunity to connect.
⼤⻢⼈依旧热衷于⽹上搜索
Source: The Consumer Barometer Survey 2014/15

10. What has changed in these 2 months?

11. COVID-19
Community
Mobility
Report
by Google Malaysia

12. COVID-19
Community
Mobility
Report
by Google Malaysia

13. Top 5 content
Malaysians are
indulging in currently
Source: Vase.ai Media Consumption (Covid-19), based on 1100 responses, 10 April 2020
Movies
TV Series/ Dramas
Cooking Show
Online Streaming
(Live)
Documentaries
67%
62%
35%
28%
27%
Source: Vase.ai Media Consumption (Covid-19), based on 1100 responses, 10 April 2020
⼤⻢⼈⽇前最喜欢的5⼤内容

14. Top 5 Video Services
used by Malaysians
currently
Source: Vase.ai Media Consumption (Covid-19), based on 1100 responses, 10 April 2020
YouTube
Facebook Watch
Astro / AstroGo
Netflix
Iflix
67%
47%
26%
26%
13%
Source: Vase.ai Media Consumption (Covid-19), based on 1100 responses, 10 April 2020
⼤⻢⼈⽇前最喜欢的5⼤视频平台

15. Trending Searches in Malaysia 热⻔搜索
in the last 2 weeks
topeng muka | Pembersih tangan | Basuh tangan

16. Trending Searches in Malaysia 热⻔搜索
since Jan 2020
"dalgona coffee “ | This term ranked top 10 in Malaysia in recent days, according to Google Trends

17. Trending Searches in Malaysia 热⻔搜索
since Jan 2020
Keyword: “recipe”

18. Top 25 Related Queries to “Recipe” 与⻝谱相关的前25个关键字
since Jan 2020

19. Top 25 Related Queries to “Recipe” 与⻝谱相关的前25个关键字
since Jan 2020

20. Top 25 Related Queries to “Recipe” 与⻝谱相关的前25个关键字
since Jan 2020

21. How have Malaysians’
Buying Behaviour
Changed During
Covid-19?
Source: Vase.ai Media Consumption (Covid-19), based on 1100 responses, 10 April 2020
在Covid-19期间，⼤⻢⼈
的购物⾏为有何变化？

22. The rise of E-Commerce
categories
(30 days of MCO vs 30 days
before MCO)
Source: Vase.ai Media Consumption (Covid-19), based on 1100 responses, 10 April 2020
电⼦商务类别的兴起

23. Opportunities Created
“great opportunity for
merchants to focus on online
channels for sales and
marketing and also to engage
audiences in a meaningful way”
把危机化为转机

24. 6 Biggest Online
Advertising Mistakes
⽹上营销常犯的6⼤错误

25. Wonder Why Some
Digital Campaign
Thrives & Some
Failed?

26. Mistakes #1
错误 ⼀
将执⾏置于策略之上
Putting Execution
Before STRATEGY

27. 80% 20%
Deal Flow
Economics
Assets Building
Sales Cycle
Marketing Fundamentals (Breakthrough
Advertising, Persuasion, Product Launch
Formula)
Margins
Product-market Fit
Business Launch Formula
Email Marketing
Google Ads
Social Media Marketing
Content MarketingFacebook Ad
Lead Generation
Website
你制定你的营销策略了吗？
What is your digital marketing strategy?

28. Ask Yourself These Questions Before You KickStart
你是否了解你的你的商品独特卖点？客户群？他们的购物⾏为？顾客商品意识？
Do You Need a
Digital Marketing
Right Now?
Do You Know Your
Buyer Persona
Profiles?
Do You Understand
Your Consumer
Buying Journey?
Do You Know The
Sophistication Level
of Your Market?
What is Your USP?
(Unique Selling
Point)
1. 2. 3. 4. 5.

29. Who are they?
What are they into?
What/who influences them?
When are they usually online?
Which social media do they use?
Define your audience
设定您客户的特性及⻆⾊

30. Knowing your
audience online
了解你的在线客户群

31. Women have a
love for cooking
Gaming is
for kids
Fashion is a
women’s thing
Young mums
turn to YouTube
for parenting
topics

32. 40%+
of cooking show audience
are males
30%+
of viewers engaged in
gaming content
are age 35+
55%
of audience who
engage in fashion &
style content are men
40%+
of viewers of parenting
topics are males
50%
of viewers are age 35+

33. Build Your Buyer
Personas
Demographic VS Psychographic
✓ Hobbies, interests, values, things they
care about
✓ Job title, budget owner, decision maker, industry
✓ Male/female, name, age, where do
they live?
✓ Marital status, job status, children, earnings
✓ Talents, ambitions, politics
建⽴你的客户⻆⾊
受众特征 VS ⼼⾥特征

34. 着重建⽴电⼦资产⽽不
是⽹络营销渠道
Building a Digital Asset
Instead of a FUNNEL
Mistakes #2
错误 ⼆

35. Website And Social Media Page Are Part of Your Digital Assets
⽹站和社交媒体⻚⾯是你电⼦资产的⼀部分

36. Example:
Website without CTA (Call-To-Actions) & Strategy

37. Example:
Website with clear CTA (Call-To-Actions) & Strategy

38. A funnel is the combination of different digital marketing tools and
techniques that come together and create a journey for your end customer
⽹络营销渠道是以各种⽹络营销⼯具和技术的结合，创造你的客户旅程

39. Map out your digital marketing funnel
制定你的⽹络营销渠道
Digital Ads Landing
Page
Email Follow
Up
User Sign
Up
Reaching out to
potential prospects via
digital channel (eg:
Facebook, Google)
Drive traffics to your
landing page. Create a
highly engaging
content
Get user to sign up
(lead generation)
Follow up with users
who signed up but yet
to purchase from you
Sales
Convert leads to sales

40. Example: York Aircond
Marketing Campaign (Ads)
York Homepage

41. 太急促销售/成交
Selling Too Soon
Mistakes #3
错误 三

42. Users will not be taking any actions if they can’t have any relation to your
product that you are selling. So prior to driving any campaigns, understand
your customer before asking for something in return (email or otherwise)
Awareness Consideration Purchase
在你还没让你的产品在顾客⼼中建⽴⾜够的价值和信服⼒时就想成交，那你将失去
在稍后正真能成交的机会。切记，不论你卖什么产品，顾客是买那产品所提供的利
益和价值

43. Understand Your Sales Flow First
1. Sales Flow 2. Tools &
Technology
• How to get attention?
• Offer results in advance
(free trial; free webinars; free
white papers)
• Deliver results in advance
(getting a useful tip from the
white papers; getting results
from the free trial)• Build Trust
• Present the offer
• Overcome objections (testimonials etc)
• Close the deal
• Ads
• Social Media Platforms
• Website
• Remarketing
• Marketing Automation
• Email Marketing
先了解您的销售流程

44. Awareness Interest Decision Action
1. 2 3. 4
problem
based selling
eg: highlight
user’s problem
solution
based selling
eg: showcase
your solution, we
have got you
cover
usp /
testimonial
based selling
eg: showcase
testimonial and
your usp
promotional /
value
proposition
based selling
eg: showcase your
promotion, free
shipping
When you know your prospect’s stage of awareness,
you know exactly what you need to say to them
根据您的客户个性及认知程度，确定⼴告信息，诉求及策略

45. Example of Campaign Lack of
Content or Selling Angle

46. 不建⽴/使⽤可重复使⽤
的资产（电⼦邮件数据库）
Not Building/Using
Reusable Assets (Email
Database)
Mistakes #4
错误 四

47. Most campaigns companies create
are one-off. Which means chances
of failing is always higher. Successful
companies protect their campaigns
by always building email database
and further NURTURE it every day
for maximum revenue.
⼤多企业都建⽴⼀次性的⼴告活动。
这意味着失败的机率会更⾼。成功的
企业是通过⻓期构建电⼦数据并对其
进⾏进⼀步分析以获取最⼤收益

48. Build, store, segment
and study your
database list
建⽴，储存，分析和研究
你的数据库列表

49. 不了解你的⽹络营销
的数据
Not Knowing Your
Numbers
Mistakes #5
错误 五

50. What is your
Customer-Lifetime
Value? What is your
Cost-Per-lead?
Number of leads you
need monthly?

51. 没有完善整合
Failing to Integrate
Mistakes #6
错误 六

52. Integrating your paid advertising,
your database, your offline
marketing goals, your offline sales
funnel and your marketing tools
整合你的付费⼴告，数据
库，营销⽬标，销售渠道
和营销⼯具

53. What Should You Do Next?
接下来该怎么应变？

54. 01 Build Your Buyer Personas
设定您客户的特性及⻆⾊
02 Identify Your Goals
确定你的⽬标
03 Evaluate Your Existing Digital Assets
评估您现有的电⼦资产
05 Identify Your Campaign Angle/Funnel
确定您的⼴告信息，⻆度，策略
04 Identify The Digital Marketing Channel
确定⽹络营销渠道
Start Building Your Digital Marketing Plan
开始制定你的⽹络营销⽅案

55. Demographic:
Age, Location,
Language
年龄，地点，语⾔
Geographic:
Location, where they
stay? where they
access internet
from?
他们住在哪⾥？他们
会在哪⾥上⽹？
Interest: What they
like to do during free
time? hobbies?
where they hang
out?
兴趣：他们喜欢在空
闲时间做什么？爱好
呢？他们会在哪⾥闲
逛？
STEP 1: Marketing Starts with Your Customers 营销
开始于了解您的客户特性/⻆⾊

56. Demographic Information
⼈⼝统计信息
Location: identify what location your
website traffic is coming from
位置：确定您的⽹站流量来⾃哪个地区
Age: identifying trends in your existing
prospect and customer database
年龄：确定现有客户和潜在客户在数据
库的趋势
Job Title: get a rough idea of from
your existing customer base, and is
most relevant for B2B companies
职位：从您现有的客户群中⼤致了解
Psychographic Information
⼼理信息
Goals: what goals your persona is
looking to achieve
⽬标：您的潜在客户希望实现的⽬标
Challenges: common problems your
audience faces
挑战：潜在客户⾯临的常⻅问题
Interest: identify what your customer
likes to do, it helps your future content
creation and partnerships
兴趣：确定潜在客户喜欢做什么，它有
助于您未来的内容创建
If you stay limited to Demographic targeting, then you stay limited to the
assumptions we have about age and gender
如果您只⽤⼈⼝结构作定位，那么您将受限于年龄和性别的设想

57. Revenue $?
盈利$
Reach?
延伸?
Sign up?
报名? Number of
Shares?
分享?
Leads?
获得潜在客户?
Drive Footfall?
增加客流量？
Traffic?
增加⽹络流量？
STEP 2: Identify Your Goals- What Do You Want to Achieve
确定您想要实现的⽬标

58. Match The Business Goals with Online Objectives
配对业务⽬标与⽹络活动⽬标
业务⽬标 ⽹络活动⽬标
被更多⼈找到 提⾼⽹站流量
销售更多产品 提⾼在线覆盖率和知名度
更多回头客 提⾼⽹站销售率

59. Official Website
官⽅⽹站
Official YouTube Channel
官⽅Youtube频道
Official Facebook Page
官⽅Facebook⻚⾯
STEP 3: Evaluate Your Existing Digital Marketing Assets
评估您现有的电⼦资产

60. Use Google Analytics Data to Support Your Decisions
使⽤Google Analytics数据来⽀持您的决策

61. Google Ads Facebook YouTube Instagram Linkedin
STEP 4: Identify Digital Marketing Channel Based on
Your Target Audience & Goals
根据您的⽬标客户和业务⽬标选择您的⽹络营销渠道

62. Marketing Channels: Which Ones Are Right For You?
营销渠道：哪些更适合您？
营销渠道⽹络活动⽬标
提⾼在线覆盖率和意识度
提⾼⽹站销售率
提⾼⽹站流量
提⾼客户忠诚度

63. STEP 5: Identify Digital Marketing Campaign Angle &
Funnel Based on Your Buyer Persona Awareness Level
根据您的客户个性及认知程度，确定⼴告信息，诉求及策略

64. Most Common Types of Digital Campaigns
最常⻅的⽹络营销活动类型
直接反应式⼴告
品牌推⼴⼴告
潜在客户开发，销售，
活动注册，下载，电⼦
邮件注册
⼤限度的覆盖范围，品牌回想率

65. Stay in Touch!
ashley@superanium.com
: Ashley Ong
: +6013 3943505