Digital Marketing Insights #thegood #thebad #theugly

PRESENTED BY

TITAN LEE

Ready your pen & paper, slides not provided

What about Today?

Sharing Session

Experiences & Journey in Digital Marketing

Stupid mistakes

Important Concepts

Digital Marketing introductory

Mindsets > Tools

Get exposed

Know what your don’t know

Pen & Paper

Keep the Good & fit to your style

What about Today?

The Good

What makes a Great Digital Marketer?

The Bad

Common pitfalls & mistakes

The Ugly

Bad people out there

How it all started?

How it all started?

EXHILARATING!TRAFFIC!MONEY!

WOOHOO!

A Quick Introduction

A Quick Introduction

A Quick Introduction

December 2012

Growth Hacker

Part 1 - #thegood

What’s the deal?

Done all the wrong things

Made all the stupid mistakes

Here’s the concepts

Here’s the learning points

Here’s the examples

Part 1 - #thegood

What makes a Great Marketer?

Part 1 - #thegood

What makes a Great Marketer?

#1 Read between the lines

#2 Get Exposed

#3 Create your own luck

Part 1 - #thegood

#1 Read between the linesSelf learn everyday

Ads, Ads everywhere, everyone is a teacher

What is the copy?

What is the picture? Why this picture?

Why this colour? Does it mean anything?

All this combined, what emotion is the

advertiser trying to evoke?

How will a consumer take action?

Part 1 - #thegood

#1 Read between the linesSelf learn everyday

Browse the papers, go to events

Don’t learn what, learn how

How is he speaking?

How is he generating leads?

Is it a good experience? Was it bad?

Keep the good, but remember the bad

#thegood

Fundamentals of Digital Marketing and

Conventional Marketing are similar.

What’s different?

Execution. Tools. KPI.

Retail Store vs Website

Part 1 - #thegood

#2 Get ExposedSelf learn everyday

#1 Obstacle to become a Great Marketer

Not know what you don’t know

Step 1. Shotgun Learning

Get exposed, know what’s out there

Step 2. Laser Training

Drill deep, understand, apply

Jack of all trades, master of some

#thegood – Get Exposed

#thegood – Get Exposed

Part 1 - #thegood

#3 Get Lucky

The only constant is change

Execution methods differ from industry

B2B vs B2C. FMCG vs Electronics.

What worked. Doesn’t work anymore.

Create your own luck

Experiment. Measure. Learn.

Let’s go for an interview!

Part 1 - #thegood

#3 Get Lucky

At a job interview

What is the product?

Who is the buyer?

What are you selling?

What do you do to increase your chances?

Part 1 - #thegood

#3 Get Lucky

What do you do to increase your chances?

Read up on the company

Put on a tie

Put on a suit

Understand position, craft value

proposition

Find out about hiring manager

Print & bring your CV

Propose changes

Create your own luck

Part 1 - #thegood

#3 Get Lucky

Part 2 - #thebad

Uncommon Sense

Common Pitfalls in Marketing

#1 Feature Marketing

#2 Selling to everyone

#3 No Hooks No Loops

Part 2 - #thebad

#1 Feature Marketingthings people don’t care

Benefits sells better than Features

Don’t get hung up selling features

Benefits are easily relatable

Relatable & relevant information evokes

emotion

Emotions influence what we buy

Sell the hope, sell the emotion

Part 2 - #thebadQuick Example

The strong probiotics, L. casei strain

Shirota in Yakult help to increase

the good bacteria and decrease the

harmful bacteria in the intestines.

This helps to promote a

healthy digestive system.

Part 2 - #thebad

Quick Example

This tasty drink helps improve your

digestive system!

Now here’s why!

#1 Feature Marketing

Part 2 - #thebad

#2 Selling to EveryoneSells to no one

You can’t be all things to all people

Generic message

Weak value proposition

Low conversion

Part 2 - #thebad

#3 Hooks, but no LoopsBuilt it, some people came. No one stayed.

Magic Plan

Spend $ on advertising

Traffic increased

ROI still negative

Leaky bucket

No Call-to-Action

Virality does not happen if the infrastructure

isn’t in place for it to happen.

Part 3 - #theugly

Marketing

Part 3 - #theugly

Blackhat Marketing

Digital Marketing Tactics & Methods

Unethical

Frowned upon

Illegal

Offensive

Part 3 - #theugly

Blackhat Marketing

The Elephant in the room

Everyone knows about it. No one talks about it.

E-mail lists, SEO Links

Facebook Likes, followers, reviews

Twitter Followers, retweets, favourites

Youtube views, favourites, ratings

Amazon reviews

Blackhatworld.com

Part 3 - #theugly

Blackhat Marketing

Why talk about Blackhat Marketing?

There is no marketing police to regulate ecosystem

Exposure

Be in the know

Know what others may be doing

Know what NOT to do

“Defense against the dark arts”

Pre-empt offensive marketing techniques

Part 3 - #theugly

WHY Blackhat Marketing

Results

Results

Results

No 0%

Let’s go into some Examples

Part 3 - #theugly

Facebook & Twitter Followers/Likes

It’s all about marketing manipulation

Social Engineering

Herd Instincts

Social Validation

Consumers reference each other when buying

No fact checking

Part 3 - #theugly

Part 3 - #theugly

Youtube Rank Hacking

Video Ranking for Keyword factored by

Views

Ratings (Likes/Dislikes)

Favorites

Activity (comments)

Let’s go deeper – Old Technique

Competitor Comments Billboard

Part 3 - #theugly

SEO Link Manipulation/Building

Part 3 - #theugly

THANK YOU FOR YOUR TIME

I can be reached at mail@titanlee.com

Download the slides @ titanlee.com/ppt