Content provides value to gain attention and should include both topical and evergreen pieces. Connections are built through social media and email to develop relationships. Commerce aims to optimize the purchasing funnel through lead generation or online sales. The DMI certification benefits include staying informed of new developments, improved employability, promotions, distinguishing oneself from peers, and worldwide credibility.

1. Digital Marketing Strategies
Post-COVID19
22-April-2020

2. Today
• Strategies Post-COVID19
• The 3C’s of Digital Marketing
• Benefits of the DMI Certified Digital Marketing Programme

3. Trainer Profile
Manu Menon
More than 25 years of experience in the area of strategic planning, marketing and digital
transformation. Spent the bulk of his time in the information technology and
telecommunications sectors. 10 years ago, he moved into the digital marketing sector.
Previously, he was the Managing Director - Reprise at IPG Mediabrands Malaysia, a
leading digital marketing agency which is part of a global company headquartered in
New York.
He has also trained hundreds of people on the subject of digital transformation and
marketing. The most recent events that he has spoken at include Media 360, an event by
Campaign Asia Pacific; PMEX 2017 by Human Dynamics and for financial institutions
embarking on their digital transformation journey.
University of Nottingham — Masters of Business Administration, 2003
Chartered Institute of Marketing — Postgraduate Dip. In Marketing, 1997

4. TOPIC 1
Strategies Post-COVID19

5. Is digital
marketing
important in
Malaysia?

6. Gain access to over 26 MILLION Malaysians

7. Malaysians spend a lot of time ONLINE

8. Customers are
DIGITAL!
You need to be
DIGITAL too!

9. So what do we
do post-
COVID19?

10. Google data shows
5 behaviours
reflected by their
search patterns

11. What is it that consumers are looking for?
Assembling
critical
information
• People are looking for clear, specific information
about where, how, and when to get the things they
need
• Search interest related to retail has spiked:
• “food that lasts long” (“makanan yang tahan lama”) in
Indonesia - up 160%
• “fresh delivery” in Malaysia - up 1,050%
• “homemade pasta sauce” in Australia - up 300%
• “vitamin c fruits” in Pakistan - also up 1,050%

12. How can businesses help?
Assembling
critical
information
Be useful as people’s needs evolve. How?
• Acknowledge the new reality.
• Give people credible, detailed, and current information
about your operations. Reinforce that you’re there to help.
• Regularly update communications across your website,
blogs, social handles, and even your Google My
Business page to ensure people are in the know.
• Be flexible. Help customers with cancellations, refunds, and
customer service.

13. What is it that consumers are looking for?
Discovering
new
connections &
nurturing
relationships
• People are discovering new connections and
nurturing relationships, whether virtually or in
their own household.
• Search terms that have spiked in the last few
months:
• “with me videos” on YouTube e.g. “study with me” in
popular in South Korea, Singapore & Hong Kong
• “online game” in India - up 61%
• “netflix party” in Indonesia - up significantly

14. How can businesses help
Discovering
new
connections &
nurturing
relationships
Forge new communities and connections
• Look for ways to connect to your customers,
locally and globally.
• Consider whether your brand has a role to play in
creating or enhancing shared experiences,
virtually or otherwise.
• E.g. The Shanghai Book Fair - nightly programme
online for medical workers

15. What is it that consumers are looking for?
Adjusting to
changes in
routines
• People will be adapting to the new normal and
changing their online habits and expectations.
• Search terms that have spiked in the last few
months:
• “online learning” in Thailand has spiked
• “home workout” in Singapore - doubled in last 30 days
• “DIY crafts for kids” in India - grew six-fold
• ”online quiz” in India - also grew three-fold

16. How can businesses help?
Adjusting to
changes in
routines
Adjust to people’s nonroutine routine.
• Let people know that solutions are available whenever,
wherever.
• Assess when people need you most, whether through
your own first-party data (like site analytics or email
opens) or Google Trends, and adjust your
communications strategy accordingly.
• Update or publish often. There’s a need for content
that informs, entertains, connects, and promotes
wellness.

17. What is it that consumers are looking for?
Praise everyday
heroes
• There is a growing appreciation for the new
everyday heroes among us.
• Search terms that have spiked in the last few
months:
• “Clap For #SGUnited” in Singapore spiked at the end of
March
• A lot of buzz surrounding our Health Ministry DG
• Post-COVID19, we need to still remember these
new heroes

18. How can businesses help?
Praise everyday
heroes
Support the heroes.
• Look for people who are helping and find ways to
support or celebrate them.
• Consider who the heroes are among your
employees, your customers, or even your local
community.
• Consider whether you have nonhuman heroes
that can contribute, like your technology, your
operational rigor, or your equipment.

19. What is it that consumers are looking for?
Take care of
self and others
• As boredom, anxiety, and uncertainty set in,
people are taking care of their own physical and
psychological needs.
• Search terms that have spiked in the last few
months:
• “painting” and “riddles” in Pakistan - up significantly
• Views of mindfulness videos in Malaysia - up 90% in
March 2020 vs March 2019

20. How can businesses help?
Take care of
self and others
Find ways to enrich people’s lives
• Facilitate virtual collaborations with outdoor
spaces and the cultural institutions people yearn to
visit.
• Join the conversation about home-based health
and well-being.
• Pivot to platforms and formats that make sense
for people staying home.

21. TOPIC 2
The 3 C’s of Digital Marketing

22. These 3 elements are vital for success in
digital Content
ConnectionsCommerce

23. Content is the lifeblood of digital
In the digital era, you need to provide content that
entertains, educates or inspires in order to get your
customers to notice you.
Today consumers are spoilt for choice and have a very
limited attention span. This means if you are not offering
something of value, they will not give you their attention.
Remember that we have to provide value before we receive
the attention we need from our customers.
Content

24. 2 types of content
• Newsworthy
• Time-sensitive
• Limited
repurposing
Topical Evergreen
• Timeless
• Wider
relevancy
• Efficient

25. Topical content needs to make use of trending
topics and be pushed out on social media for
maximum impact

26. Content that leverages on trend

27. Content that leverages on trend
3000% increase

30. Evergreen content takes a little more effort to
create but can be used and repurposed over a
long period of time

31. Types of evergreen content
• ‘How-to’ articles
• Tutorials
• Beginner’s guides
• FAQ’s
• Case studies
• List articles
• Checklists

32. Here are a couple of tools to help you create
content

33. Here are a couple of tools to help you create
content

34. Connections is where you build rapport with
your customer
Once you have gotten the attention of the customer, you
need to earn their trust. To do this, you will need to engage
and build a relationship with your customer.
The 2 best platforms to do this are:
• Social Media
• Email
Social media platforms like Facebook and Instagram can
help you build a following and create engagement.
Email marketing has evolved from the days of spam emails
and is today one of the most effective ways to build a loyal
base of customers.
Connections

35. OnePlus has created a very loyal fanbase via
social media

36. Some of the Malaysian brands using email to
good effect

37. Commerce requires planning and
optimisation
Now that you have built rapport and developed a
relationship with your customer, you can offer your product
or service.
If your product requires to be purchased offline such as a car
or an apartment, the conversion that you aim for is lead
generation. A lead can be nurtured to make a purchase.
If on the other hand your product can be purchased online,
then the objective is to ensure the purchase funnel is
optimised so the customer can make the purchase with
minimal effort.
Commerce

38. Digital native’s tolerance is being redefined
8% increase in account registrations
Margin of error on UX/UI = 0

39. Digital consumer is demanding convenience at every step
Opening up revenue opportunity of RM9.3 million
OLD
NEW
8 Steps
24 Mandatory fields
12 check-boxes
1 Step
5 Mandatory
fields
2 check-boxes

40. Other tactics to drive commerce

41. Other tactics to drive commerce

42. Other tactics to drive commerce

43. TOPIC 3
Benefits of DMI Certified
Digital Marketer Programme

44. Benefits of Digital Marketing
Certification
• Staying On Top of New Developments
• Employability
• Promotional Opportunities
• Set Yourself Apart From Your Peers
• Offers Legitimacy
Online
Content
Members
Portal
Worldwide
Credibility

46. Thanks for
Listening!