With the evolution of technology, new platforms of marketing started to emerge. Traditional marketing became a secondary option for new-age businesses when digital marketing was introduced. It allowed brands to reach their target audience at a much lower cost with a better conversion rate. 5 current digital marketing challenges" 1. A customer-centric marketing campaign 2. Creating engaging content that drives action and brand preference 3. Complying with data privacy and PII regulations 4. Mobile-friendly and mobile first digital assets 5. Omnichannel marketing capability to drive CSat and NPS

1. A NEW WORLD
NEW CONSUMERS, NEW CHANNELS, NEW ENGAGEMENT
MARKETING IN THE
DIGITAL AGE

2. Win Brand Preference | Drive Customer Satisfaction, Customer-centricity
1
Be #Future-Proof | Make Shopping Fun and ”Humanize” it
2
eCommerce | Drive-to-Site (Traffic), to Conversions & Repeat Purchase
3
Media & Content | Discoverable, Shareable, Shoppable
4
5
MARKETING IN THE DIGITAL AGE
OMNI | ALL Channels, Future of Retailing, Social Commerce

3. BUSINESS
OBJECTIVES
MARKETING
GOALS
STRATEGIC CHOICES
SUCCESS MEASURES
WHERE –
TO – PLAY
HOW – TO – WIN
DAY 2 Workshop
Create PLAY-TO-WIN Plan

4. ASSESSING THE LANDSCAPE
LENSES
END-USER /
CONSUMER
Shoppers and
Customers
INDUSTRY /
CATEGORY COMPANY
BRAND /
PRODUCT
What has
worked in
the past?
What is
Happening now?
What might happen
in the future?
Insights for each
Integrate lens
Overall Insights
from Integrate
End-to-End IMMERSION (Shopper / Consumer / Path-to-Purchase / Moments-of-Truths)
IMAGINE (Ideation, Analysis-by-Hypothesis)
WHO, WHAT, AND HOW ACTION | Planning to Consistent Execution Excellence
DAY 1
Digital
Transformation
is a Business
Strategy and
enabler to
Competitive
Advantage with
improved UVP

5. BUSINESS
OBJECTIVES
MARKETING
GOALS
STRATEGIC CHOICES
SUCCESS MEASURES
WHERE –
TO – PLAY
HOW – TO – WIN
DAY 2 Workshop
Create PLAY-TO-WIN Plan

6. BUSINESS
OBJECTIVES
MARKETING
GOALS
STRATEGIC CHOICES
SUCCESS MEASURES
WHERE –
TO – PLAY
HOW – TO – WIN
To grow the
business by Sales
of XXX IYA (Better
than Before)
and
gain XX% Market
Share (Better than
Others)
at
Profitability of XX%
(Better than
Expected)
BUILD BRAND,
CREATE DEMAND
To create and
communicate value
(grow demand/category)
to a target market, to
gain preference (XX%
Market share) over
competition at a profit of
XX%
1. Marketing
Approach &
Principle
a. Target / Segment / Position well the Brand to Play-to-Win
b. Customer - centricity to Win in Customer Satisfaction
c. Strengthen Brand Credibility with NPS, Ratings & Reviews
* Brand Health | + XX pts. increase
* CSat | Customer Satisfaction
* NPS | Net Promoter Score
2. MEDIA
o Paid
o Owned
o Earned
a. Be Discoverable / be visible and searchable online
b. Be Shareable / worthy to be talked about & shared
c. Be Shoppable / with strong
* Sufficient Reach & Frequency
* Effective Ads, Assets for CVR %
* Efficient Media buying & investments
GENERATE SALES
Increase leads and
generate sales online at
PhP XXX Million
3. Data – Driven
Marketing to
enhanced
eCommerce
a. Setup DATA Funnel for better Targeting to Conversion
b. Audience mapping: Prospecting (Core and Lookalike),
Retargeting (Visitors), Remarketing (Custom Audience)
c. Drive Awareness to Consideration to Conversions
KRA | Key Result Areas
* Sales | GMV
* Shares
* Profits
KPI | Key Performance Indicators
* CVR % | Conversion Rate
* Media ROAS | Return on Ad Spend
* CTR% | Effective Ads
* Frequency | 3-4 to increase CTR%
* Ratings, Reviews, CSat, NPS
4. Social –
Commerce
a. Content created by consumers, influencers to gain AIDA
b. Customer Voice | Social Listening, Reviews, Rants
c. Convenience | 1 to 3 clicks away from Social media Chat
d. Conversations | Be shareable, to be talk about, referred
e. Commerce | Sustainable Sales, Shares, Profits

8. We’re overthinking things.

9. We’re overthinking things.
Because the truth is, we only need two things to create a successful
online business.
1. A product that genuinely helps people solve a problem.
2. A streamlined purchase journey. One that makes it easy to buy
and that begins where the customer is most active and engaged.

13. Customer Experience
drives the CSat and
NPS to Loyalty and
Marketplace Sentiment
(Ratings & Reviews)
CUSTOMER
EXPERIENCE
Customer
Satisfaction
NPS,
Ratings &
Reviews
Repeat
Purchase,
Cross / Up
SHOPPING
Experience
PRODUCT
Experience
BRAND
Experience
MOMENTS OF
TRUTHS
HAVING OPTIONS / CHOICE
ACCESSIBILITY / AVAILABILITY
COMPARISON NECESSITY
PERSONALIZATION
PACKAGING / UNBOXING
VISUAL / DESIGN
SMELL
TEXTURE / FEEL
POSITIONING / EQUITY
BRAND ASSOCIATION / RECALL
SALIENCE / TOP-OF-MIND
AFFINITY / LIKEABILITY
ADVERTISING & PUBLIC RELATIONS
POINT-OF-SALE
CUSTOMER SERVICE | RETURNS
TRIGGERS | RATINGS & REVIEWS

14. ? Customer
Satisfaction
Increased
Consumption
Sales & more
Market Share
• Meeting
Customer
Expectations &
Requirements
• Delivering to
Exceeding
Category
standards
• Deliver UVP &
Benefits, as
promised
• Bigger Basket
• More Shopping
Frequency
• Repeat Purchase
• Net Promoter
Score | NPS
• Cross-selling
• Up-selling
• Organic Sales
Growth via CSat
/ repeat
purchase of
current
customers
• + Brand Health
• Sustainable
Profits
How do we track Success? | Customer Satisfaction

15. What are the Steps to Success? | Customer Satisfaction

17. 17
OMNI / ALL – Commerce
Increase Brand Accessibility & SKU Availability
EXPERIENCE Offline
Marketplace | (Supermarket)
E-Boutique | (Department)
Owned | (.com)
Omnichannel
Online
Shelf Space Listing within a Category
Space within a Section
Stand Alone Shop
Everywhere Offline Everywhere Online
Brand.com
Section within the
Marketplace

18. What does the future hold?

19. RETAIL | OMNI?
Video: The Future of Retail
OmniChannel_Technologies

20. TECHNOLOGIES | OMNI = ALL = Bricks + Clicks
2. MEDIA CAMPAIGNS
● Facebook
● Google (YouTube)
1. ENHANCED ECOMM SET UP
● Website creation
● Google Ads Account
● Google Analytics
● Google Tag Manager
● Facebook Pixel
● Facebook Business Manager
3. CAMPAIGN DATA MONITORING
● Google Data Studio
4. CONTENT CREATION
● Social Media Content Factory
○ KV + Localization
● Ads Creatives
5. COMPETENCY BUILDING
● Training and Consulting

21. CONSUMER INSIGHT
TENSION | Opportunity
FACT | OBSERVATION MOTIVATION | Why?
INSIGHT STATEMENT = Fact + Motivation + Tension
Covid19 Pandemic Trends
● Work-from-Home
● 5X growth of online shopping
● Convenience-based buying
● More Global (Korean/K-Pop) versus
Local fashion
● Regular (monthly) eCommerce sales
● Going Out | Adventure, Back-to-Nature
● Food delivery
● Subscription-based | Netflix
● Home schooling
● Covid19 forced lockdowns at home
● “Feeling good” from achieving
something new or a task
● Social Media which forces to make
people wear something new for their
photos or Videos / tiktok
● Want to belong or to be “in” in a group
or community (ie. Moms, PlanTitas,
Cool and Young, fashionable, etc.)
Filipinos (and across the Globe) are
feeling the “Cabin-fever” and the
online shopping has now become an
“escape” to gain some happiness or
fulfillment for doing their Work from
Home.
“Online Shopping is an Escape to finding Happiness”
Although Working from Home and being lockdown at home seems to require less of shopping (to have),
The Affluent (ABC) Filipinos continues to buy things as a past-time or even as source of Entertainment

22. They’re there to spend their time
in an enjoyable way.

23. What makes it powerful?
Suspense
The “can’t miss” factor is
enhanced by the “anything
can happen” element,
making live-content
extremely compelling.
The suspense is a potent
motivator that makes even
the most ordinary content
become more interesting.
Instantaneousness
Psychology explains humans
are hardwired to “seek”
information and rewards. Live
videos follow this gratification
journey with instant sharing,
consuming, and interaction.
The possibility of connecting
and getting a prompt
feedback is very attractive.
Sense of Belonging
When people think they’re
missing something, they
act. Live content can either
offer a replacement when
they can’t experience in
person – or create this
belonging feeling that
motivates users to join
a broadcasting.

24. The current landscape.
Ultimately, livestream has officially caught the attention of businesses and
marketers, who have embraced it as a key part of their strategies and
e-commerce tools.
Closer communities
Many brands have found in it
an amazing tool to leverage
their digital presence and
deepen the relationship with
the audiences, replacing the
now limited in-person
meetings, encouraging
similar connections and
nurturing ambassadorships.
Growth scale
Livestream drives instant
interest, empowering leads
conversion in a much more
organic way. With the rise of
social commerce – turning
social media platforms into
powerful sales channels -,
livestream has been playing
a key role when it comes to
scaling growth.
New platforms
Beyond videos, the real-time
industry has jumped into
audio, gaming and AR.
Clubhouse, Kumu, and Viber
are some of the recent
platforms which have been
creating exciting and diverse
possibilities for businesses
to explore digital
experiences.

25. The human approach.
People trust people.
People relate to people.
Influencer marketing humanizes brands’ livestream content.
… be introduced to the audience as a friend recommendation.
… be mentioned from an experience point of view.
… reach the audience in a personal level.
…count on creators’ expertise on storytelling.
Creators
allow
brands
to…
…get genuine engagement and interest.

26. The perfect match.
+
Consumers are 30% more
likely to trust influencers
instead of celebrities
Sources: Vimeo, GrandViewResearch
The live streaming segment accounted
for the largest revenue share in 2020:
around 61% market share

27. strategies
Where-to-Play and
How-to-Win Strategic Choices
Launches
▪ Scale audience reach.
▪ Create exclusive
access for special
clusters.
▪ Build excitement
pre-launch.
▪ Make real-time
interaction a priority.
▪ Make loyal customers
part of the conversation.
Sales
▪ Add storytelling.
▪ Embrace an
exciting visual
approach.
▪ Make the best use
of platforms’
features.
▪ Show the purpose
behind the
commercial goals.
Experiences
▪ Create an
intimate
atmosphere.
▪ Embrace virtual
spaces
▪Try influencers.
▪ Show behind-the-
scenes.
Authority
▪ Educational
approach.
▪ Mentorships.
▪ Bring valuable
guests.
▪ Offer exclusive
networking
opportunities
▪ Humanise the
virtual space.

28. COVID-19 limited visits to brick-and-mortar shops,
increasing social media interactions and online shopping
through them.
By adding the real-time feature, brands not only replace
the excitement of offline shopping with the surprise
element but also offer more dynamic and immersive
experiences to customers.
Technologies will allow
more interesting and
eye-catching content
production.
Creators will co-work
with and inside
brands to establish
trustful relationships.
Conversions will be more
genuine, as they happen more
and more when the customer
is being entertained.
The future will be live.

33. In China, they’re not really using mobile browsers
to purchase products.
They’re using social media to engage with
brands at every stage of the purchase journey at a
rate that puts the West to shame.

34. 34
VIDEO : PINDUO | SOCIAL COMMERCE

36. MEDIA & CONTENT
Discoverable, Shareable,
Shoppable

37. Brands to organize its Paid-Owned-Earned media so that all channels are connected
and enable consumers to easily Discover, Share and Shop.
By doing this, Brands will increase the chances of generating Earned media and
maximizing the efficiency of Paid and Owned media.
DIGITAL OWNED
Digital Owned contact points should be populated with your
Content as well as UGC from Social Networks.
Ensure all Digital Owned links to Earned Contact Points
Ensure Digital Owned is built to support mobile.
CONTENT
Content Feeds Owned and Earned contact points
PR
BLOG
WOM
SHARE / EARNED
FACEBOOK LIKES
TWITTER
FOLLOWERS
UGC
Earned feeds from and into the
content Store. It should also be
embedded in to Digital Owned
contact points.
DISPLAY
PRINT
OUTDOOR
TV
RADIO
PAID SOCIAL
SEARCH
DISCOVER / PAID
All Paid media drives consumers to the
Digital Owned.
SHOP
Calls to action that are firmly rooted in driving an immediate or
near-future product sale.

38. Brands to use conversation and call-to-
action tactics to move the consumer
closer to the sale and/or stimulate
Earned media by:
• Using various calls-to-action (CTA) and
with each CTA pint to a relevant contact
point or landing page
• Engaging strategic target audience one
step closer to purchase
• Encouraging Repeat Purchase and
Referrals
DISCOVER SHOP
SHARE
Consumer
Actions
MARKETING COMMUNICATIONS FRAMEWORK
OWNED
PAID
EARNED
Media
Impressions
Derived from
Paid & Owned
Detractors
Organic
Impressions
Advocacy
Organic
Impressions

39. DISCOVER SHOP
SHARE
OWNED
PAID
Calls to action that entice the audience to
learn more about the brand or product.
These calls-to-action connect them to
platforms that provide more information.
Discover CTA’s can help introduce new
products and enable better
understanding of what the brands stands
for.
Calls to action that encourage sharing,
community interaction and advocacy - helping
to amplify the brand to a broader audience.
Share CTA’s should be used when
content is pass-along-worthy or where
feedback is desired.
Calls to action that are firmly rooted in driving
an immediate or near-future product sale.
Shop CTA’s are best applied when and
where a consumer/shopper might want
to act on the moment of inspiration.
A “Call-to-Action” can be defined as an
explicit request for the audience to do
something. The end goal is to achieve a
specific Consumer Action - ranging from
more ‘passive’ to ‘commercially active’.

41. 41
WHY
Brand Value,
Product Offer
5 Key Areas to Grow the Business
WHO
Targeting,
Purchase Driver
WHAT
Message,
CTA Desirability
WHEN &
WHERE
Contextual,
“Event”
HOW
Ad format,
Bidding, etc.

43. Drive-to-site
CTR %,
CPC / CPTraffic
Add-to-Cart Ratings and
Reviews
Net
Promoter
Score (NPS)
Repeat Rate
AWARENESS CONSIDERATION PURCHASE LOYALTY
Placing an Order Order Processing Fulfillment Logistics After Sales Loyalty
ADS
MEDIA
ANALYTICS
OGSM,
Targeting, Ad
Sets and Ads,
etc.
Merchandising
More Products into
the Website
Limited Time Offer,
Unique and Exciting
offers
Top Sellers, HERO
Products,
Gift Sets
Order and
Payment
Process
Payment Options,
Site speed, Order
Verification,
Delivery Details
Order Fulfillment
Delivery Update
and Tracking
Communications
Right and
Complete SKU,
Color/Size
Delivery &
Packaging
Branding in
Packaging;
Days from Order
Confirmed to
Doorstep
* 5 days for NCR
(vs. 12 days)
After Sales
Services
Order
Confirmation
NPS and CSAT
Survey
Returns and
Complaints
Processing
Cross-Sell and
Up-Sell
CLP / CRM
Communications
T+30/60/90 to
180/365 days
Knowing the
Customers at a
Person Level
Campaign Conversion Rate | drive Campaign ROAS, ROI
Checkouts -Cancellations
Organic Growth | growing the Company from Current Customers
DRIVE CUSTOMER SATISFACTION

44. Customer Satisfaction drives Brand Love / Loyalty
1. Helps me with purchase when I
need brand/product by telling me
nearest stores with stocks or via online
stores / marketplaces to be delivered to
me at same price.
2. Simplifies my Life by
providing intuitive and integrated
systems to make any process or
interaction with brand assets to
become Fast and Easy for me.
3. Rewards my Loyalty by giving me
Club/Retail discounts and Gifts in
exchange of points accumulated per
purchased
4. Gives me importance by responding
to me promptly (w/in 24 hours) when I
have issues, queries, concerns with
purchase or usage

45. Win Brand Preference | Drive Customer Satisfaction, Customer-centricity
1
Be #Future-Proof | Make Shopping Fun and ”Humanize” it
2
eCommerce | Drive-to-Site (Traffic), to Conversions & Repeat Purchase
3
Media & Content | Discoverable, Shareable, Shoppable
4
5
MARKETING IN THE DIGITAL AGE
OMNI | ALL Channels, Future of Retailing, Social Commerce

46. 46
QUESTIONS?
albet@katapultdigital.com
Albet Buddahim

47. THANK YOU.