We are in the age of connectivity where there are over 4.33 billion active internet users worldwide and 3.9 billion unique mobile users. DIGITAL is here to stay. Digital Marketing is a valuable asset to your businesses’ growth. It creates equal opportunity for SMEs, helps establish your presence online, enables you to track and monitor campaigns easily and most importantly, drives leads which in turn converts into sales. This presentation will teach you how to leverage digital marketing to drive awareness and grow.

2. Your Digital Partner.
DIGITAL MARKETING
CREATIVE AGENCY
Creative For More is a digital advertising agency that uses analytical
solutions to solve business problems. We provide companies with the
ability to capture the right information at the right time and act on it
preemptively for a competitive advantage. We are a new-age agency
that has all the resources and ability to act quickly. This, in turn will be
paramount to our client’s success.

3. Agenda
1. Why is digital marketing
important?
2. How should you start a
marketing plan?
a. Developing Insights
b. Build Customer Personas
c. Create Your Narrative
d. Develop a Digital Strategy
3. What are some recommended
tools and platforms you can
use

4. DIGITAL TECHNOLOGIES ARE
DRAMATICALLY SHAPING INDUSTRIES

5. TECHNOLOGIES ARE EVOLVING,
AND SO ARE INFORMATION CONSUMPTION HABITS

6. NAVIGATING TRANSFORMATION:
Develop a DIGITAL-FIRST mindset
Build Capabilities, Empower People
Upgrade tools for success

7. Why is
Digital
Marketing
important?
1

8. We are in the age of connectivity
where there are over 4.33 billion
active internet users worldwide.
And now there are at least
3.9 billion unique mobile internet
users worldwide, which makes up
51% of the global population.
We are in the age of
DIGITAL.

9. 1It creates equal
opportunity for all
businesses.
• Gone were the days
where only the big
players could advertise
because of their big
budgets. Now you
even with $1, you can
start advertising.
• Cheaper than
traditional advertising.
Drives Lead
Generation > Sales
Gives you the ability to
nurture prospects
down the funnel, which
helps increase a
company’s ROI.
2 3Pick your target
audience
You are able to
segment consumers by
demographics or
interests in order to
find the holy grail that
is the right person on
the right device at the
right moment.
4Track and monitor
campaigns easily
You are able to track
where your traffic is
coming from and
strategize to make
better decisions.

10. How do you start
building a Digital-First,
Go-to-market plan?
1

11. Utilizing communications, promotional and
operational platforms, ‘Go-to-market’ is the
consolidation of activities conducted by business
owners to bring products or services to the desired
target audience.
Activities can include
● Communications platforms: Social media, PR,
edm, word-of-mouth
● Promotional platforms: social media ads, third
party partners etc
● Operational platforms: Food delivery apps,
e-commerce platforms (eBay, etsy, Shopify)
Building an integrated-marketing plan would mean
integrating all platforms in a seamless,
complementary manner for marketing synergy.
GO-TO-MARKET

12. 1. Develop insights
2. Build customer personas
3. Find your narrative
4. Develop a digital strategy
How do you start building a Digital-First,
Go-to-market plan?

13. 1. DEVELOPING INSIGHTS
In order to formulate a plan,
it is essential to have
insights that cut across all
four dimensions.
BRAND
COMPETITION
CUSTOMER
INDUSTRY

14. WHERE DO WE FIND THEM?
Social Media Listening – What are people saying
about your brand? What are they talking about in
the industry?
Content Analysis – Key publishing topics that your
brand is engaged on
Content Pillars - How is the content performing?
Customer Groups – Who are your customer groups?
Industry/Competitor Analysis – Who are they? How
are they performing? What is their brand identity?
Who are their customer groups?
Market Gaps & Blue Oceans
This is not meant to be exhaustive!!

15. Social Listening
● Brand24
● Twitter, Facebook, HardwareZone, Reddit
General & Media Research
● Google Searches (use Boolean operators)
● Google News
Website Audit (SEO, backlinks etc)
● MOZ, SEMrush, SimilarWeb
Social Audit
● Iconosquare, FanpageKarma, SocialBakers
Trending Topics
● Google Trends, Buzzsumo
WHAT ARE SOME FREE TOOLS
YOU CAN USE TO GET THESE INSIGHTS?

16. Who are your
customers / users?
Do you really
know them?
2. BUILDING YOUR
CUSTOMER PERSONAS

17. A skills exchange and volunteerism
marketplace to match volunteers
to social organisations
Who are our potential users?
EXAMPLE:
TARGET AUDIENCE OF THE HV MOBILE APP

18. The cat lady
“How can an app help my cause?”
They tend to be young working class adults to middle
age adults. Tend to belong to only one single cause.
Driven by their purpose in the cause rather then
passion, they put in both time, effort and money to
what they believe in.
Follow-the-leader’
“Are my friends on this app too?”
Usually tertiary students and young adults.
Driven less by the cause but more towards the
concept of fun and/or social recognition
within their peers.
BUILDING YOUR CUSTOMER PERSONA

19. The Senior Executive
“How can this app help me?”
The young working class adults in their early stages
of their career. Driven slightly by passion towards a
cause, but also concerned about how can it make a
difference to their career prospects.
Tend to be keen in skills-based
sharing & volunteerism.
The Go-getters
“How can an app change my experience?”
Could be anyone in varying stages of their lives.
They are driven by fun and are passionate towards
what they believe in. Energetic and highly motivated,
they are often seen as encouraging their friends to join
& share. They believe in making a positive difference
and usually do not expect anything in return.
BUILDING YOUR CUSTOMER PERSONA

20. The Sages
“Who can I help on this app?”
Adults in their mature stages of their career.
Lecturers, directors or business mentors.
Driven by altruism and sometimes, pride,
they are keen in sharing their knowledge
with the younger generation. Usually
enthusiastic for knowledge-based skills
exchange.
The Armchair Warriors
“Let’s download this app
and try it out.”
Could be anyone in varying stages of their lives; or
could be first time volunteers too.
Has passion towards a/some causes or activities,
but has a tendency to be too lazy to act on them.
Lack of motivation, support and time are their
common excuses. (or reasons)
BUILDING YOUR CUSTOMER PERSONA

21. Less likely More likely
Wild cards
Understanding our target audiences allow us to plan our strategy accordingly, eg to
segment target audiences accordingly to possibility of using the app
BUILDING YOUR CUSTOMER PERSONA

22. Understanding your target audience is essential to the
development of the strategy.
● How are they like? What are their consumption habits?
● Where do they gather information?
● Are they receptive towards brand advertising?
● How do we get them to purchase from us?
● What should we say to make them pay attention to us?
UNDERSTANDING THEM

23. TOOLS:

24. 3. WHAT IS YOUR
MESSAGING?
The art of storytelling is ever more critical
to navigate through a cluttered media
environment.
Creativity and content are at the heart of
effective storytelling and forms the
foundations of brand reputation and
relationship building with your target
consumers.

25. UNDERSTANDING THE
PURPOSE-DRIVEN NARRATIVE
At the heart, what defines the purpose of the
brand?
● What are your brand values?
● What distinguishes your brand from others?
A compelling purpose-driven brand story speaks
to the hearts and minds of your target audience
and will connect with them on a deeper more
emotional level. It helps people understand why
your brand exists beyond just business
transactions.

26. Starbucks
‘One person, one cup and
one neighborhood at a time’
Coca-Cola
“Open Happiness”
A LOOK AT SOME BRANDS & THEIR NARRATIVES
Nike
‘Just do it’

27. Purpose At the very core of your brand
Why do you exist? What value do you
serve?
Developing the
Communications narrative
How are we going to
articulate the brand?
Driving with content
Organizing content & campaigns
stemmed from the communications
narrative
Communications
Narrative
Content-driven
initiatives
The narrative will guide all content form, brand tagline, social media content,
microsite stories, press releases or media angles
PURPOSE DRIVEN NARRATIVE
Brand
purpose

28. First, start with defining your objectives
Working backwards, then figuring out
how are we going to measure them?
Then, what strategies, tactics and
channels should we use to get there?
4. DEVELOPING A
DIGITAL STRATEGY

29. DEFINING OUR OBJECTIVES
Without defining key goals, your digital
marketing plan is essentially directionless’.
Vanity metrics may be used to show results, but
what value do these results give to your
business?
Setting objectives are salient and it helps
determine whether your efforts are paying off.
However, these objectives should also be
measurable, and where possible, attributable
to your campaign efforts.
Setting objectives also helps to align efforts
with your team/agency in reaching your overall
business goal.

30. TRANSLATING BUSINESS GOALS TO CAMPAIGN OBJECTIVES
Business goals Campaign objectives What defines success?
Grow sales Drive conversions or leads New customers sources, low cost per
conversion/lead etc
Drive app downloads Drive downloads Downloads from new channels, low
cost/download etc
Grow brand visibility Increase social media fan base,
media coverage or influencer
mentions
Increase in social media following &
engagement, coverage in influencers
from different beats etc
Once we have defined our objectives we can start by planning activities to support our goals

31. Vanity Metrics Actionable Metrics
Impressions & Awareness
CPM
Instagram followers
Engagement per post
Social shares
Cost per link click
Cost per lead
Cost per email subscriber
Video views
Hashtag usage
E-book download
HOW ARE WE GOING TO MEASURE?
Are these a good measure of your campaign outcomes?

32. The North Star Metric is the single
metric that best captures the core value
that your brand delivers to customers.
How does it help us?
It defines success and helps marketers
align with management/clients
NORTH STAR METRIC

33. Purchases per
registered customer
% of subscribers who
watch more than x
hours in a week
Daily active users
NORTH STAR METRIC

34. Digital channels are everywhere and
omnipresent, multiple decision making
influencers and multiple touch-points.
The consumer journey is moving from a
traditional funnel to a multi-tier journey.
BUILDING A CONSUMER-LED
DIGITAL STRATEGY Traditional Approach:

35. Awareness Interest Search Convert Advocacy
A linear journey from ‘start’ to ‘finish’
THE CONSUMER JOURNEY IS NO LONGER A LINEAR MODEL

36. Awareness Interest Consideration Convert Advocacy
There is no linear journey!
New generation of digital savvy & increasingly sophisticated consumers
Multiple touchpoints & cross-platform experience
CONSUMER JOURNEY IN AN OMNI-CHANNEL &
DIGITAL WORLD

37. Awareness Interest Consideration Convert Share
BUILDING THE CONSUMER JOURNEY
SEO SEO
Display Display
e-mail e-mail
SEM
Social media
Remarketing
SEO

38. SOCIAL MEDIA CHANNELS
Video based
Storytelling
platform
To inspire
& attract
Mass market
Community-led
platform
for content
discovery
B2B platform
to drive
Thought-
Leadership
Conversations
driven platform
to drive chatter
and engagement
Aesthetics
driven visual
platform
for brand
discovery
Video driven
entertainment
platform
for brand
discovery

39. Owned Earned
Amplifying our
messages
Social media
Microsite/blogs
SEO
E-mail
Brand advocacy
Social shares
Influencer posts
Paid
Maximize reach into
niche/mass audiences
Display ads
FB ads
Channels
CONTENT

40. YOUR DIGITAL PLAN
Awareness Interest Consideration Convert Advocacy
OwnedEarnedPaid
✓ improve
internal SEO to
increase
discoverability
✓ 5 new blog
posts on
trending topics
to improve SEO
✓ Purchase
YouTube pre-roll
ads for brand
video
✓ e-mail
encouraging
customers to
leave a positive
feedback
✓ Provide a promo
code for influencers
who are sharing
about your brand
✓ Remarketing
ads on Google
display network
✓ experiment
with 3 new
hashtags for IG
post
✓ Cross-sharing
your content into
FB groups
Ensuring you have content catered to your consumers at every stage of the consumer cycle

41. DIGITAL TACTICS
Awareness Consideration Advocacy
Brand Awareness Ads EDMS
ChannelsContent/Visuals
Remarketing Ads
Convert

42. DIGITAL TACTICS
Awareness Consideration
Brand Awareness Ads
ChannelsContent/Visuals
Triggered EDMs
Convert
Owned Channels

43. Micro-moments occur when people reflexively
turn to a device—increasingly a smartphone—to
act on a need to learn something, do
something, discover something, watch
something, or buy something. They are
intent-rich moments when decisions are made
and preferences shaped.
When we are producing content for our target
audience, are we producing the right content
and experience?
Think with Google:
https://www.thinkwithgoogle.com/marketing-resources/micr
o-moments/how-micromoments-are-changing-rules/
CONTEXT & INTENT:
MICRO-MOMENTS

44. MICRO-MOMENTS MATTERS TOO
Think with Google:
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/how-micromoments-are-changing-rules/
In these moments, brands need to deliver:
Be There
Anticipate the
micro-moments for your
target audience & commit
to being there when these
moments occur.
Be Useful
Provide a digital experience
that's relevant to consumers'
needs in the moment.
Be Accountable
Create a seamless
customer experience across
all screens, channels and
measure the collective
impact across them.

45. PUTTING IT TOGETHER
Customer
(from the customer
persona)
Channel
(from the channel
strategy)
Context
(from micro-moments)
xYour Ideal
Content

46. Data is a habit, not a fad
A digital-first approach marketer should be
addicted to data. Data shouldn’t only be used
for campaign reporting!
Sources of data:
● Google Analytics
● Facebook Insights
● Ad Manager (FB, Google, LinkedIn)
● Brandwatch, Radian6 (Social listening)
● Tableau (Data visualization)
Test
MeasureAnalyze
Optimize
FINALLY, DIGITAL-FIRST, BUT DATA-LED:

47. MEASURING YOUR ANALYTICS
How the Google Analytics dashboard looks like:
Noteworthy functions:
● Real-time reporting
● Determine where your traffic is located
○ Geography
○ Behavior
○ Interests
○ Technology
● User behaviour on site
○ Best/Worst performing pages
○ Site speed
○ Site search
○ Events
● Conversions
○ Define goals across various
channels
■ FB Pixels
■ UTMs
■ Google tag manager

48. “Starting and
being consistent
and not giving
up is more
important than
being brilliant.”

49. Services that we provide:
Brand Strategy
● Brand audit & research
● Corporate identity development
● Strategic communications
Communications
● Media relations & news pitching
● Brand launches
Digital Marketing
● Web development & SEO
● Social media marketing
● SEM, programmatic and media buy

50. THANK YOU!
Copyright © Creative For More Pte Ltd.
For consultation about your business plans:
hello@creativeformore.com
Have any webinar ideas or suggestions?
Please email them to hello@creativeformore.com

51. Creative For More.
www.creativeformore.com
160 Robinson Road, #14-04
Singapore Business Federation
Centre SGP (068914)
Copyright © Creative For More Pte Ltd.