MarketingI n a n e wDigital age

MarketingI n a n e wDigital age

Basics nevergets you

Wrong

In this era of abundance, Where digital presence is very strong and everyone is interconnected through their smartphone, lots of things changes.

Same goes with marketing. Back then, putting ads on TV, billboards, and radio seems seamless. However, upon this emerging era of digital marketing and startups business, practicing old marketing effort seems unavailing.

Nonetheless, the very basic and proven to be succeed marketing frameworks still applicable. With few additional improvement.

DisclaimerAll of the findings and practice written in this slide is based on author’s previous

working experience. Most of the contents are based on existing frameworks supported by author’s subjective opinion.

The purpose of author creating this slide is share his knowledge with no intention to offend any party or commercialise the content.

Should you interested to have a further discussion with author, feel free to reach him through his personal email at g.gibranthama@yahoo.com

Stepbackf o r a w h i l e

Let’s start with basic frameworks and every marketers priority to-do before they start selling or markets their product.

Marketing 4Ps

Product, Pricing, Promotion & Place.

Perfect matrix on deciding how your brand will communicate & decide very basic stuffs like which marketing channel you might use

Marketing STPDeciding who is your target channel will be easier by using STP, Segment your market landscape first, choose which one to target and decide how to positioned your brand.

Customer journey

Every marketers needs to know their customers needs and process, customer journey process helps you to break it down into details.

Frameworksf o r d y n a m i c

S tar tups

Definingthe new ‘right’

TargetAs startups arouses, customer behaviour is also shifting. To gain loyal customers is not as easy as it was like 10 - 15 years ago.

There are also a lot of new framework related and applicable with the dynamic of startup and new digital age. But when there are so many choices marketers can choose, new problem is arising; “which one is the more suitable framework for my business?”.

In the next slides, author lists down few framework and suggestion how to use the framework and its best practice.

Hook ModelbyNir Eyal

HOOK Model is the best model which can be applied for social media app. Not that other business or app cannot use this canvas, it is possible, but this model will works perfectly for every product manager to develop their app.

Important key takeaways; • Most common mistakes when marketers

wants to crate viral scheme, they directly go to ‘variable reward’ without applying ’trigger’ & ‘action’ beforehand

• When choosing variable rewards, giving a bit touch of ‘curiosity’ and ‘addicted feeling’ triggers the customers better. Source: https://customer.io/blog/hook-model-onboarding.html

Growth hackMarketing

Introduced by Ryan Holiday through ‘Growth Hacker Marketing’ book. Focus on acquiring customers and retaining customers then only taking revenue out of it. It’s the best marketing way to make your customers growth constantly with scalable way.

Important key takeaways; • When applying Growth Hack Marketing,

bear in mind it is not wise to expect the significant increase in GMV / Revenue on the early stage

• This models works best when the market landscape is digital savvy and whereas the referral system can easily implemented and scalable.

Source: http://neilpatel.com/2015/03/17/how-to-use-growth-hacking-to-attract-and-retain-customers/

Micro-moment

GoogleCoined and popularised by Google. Micro moment is more than just a content marketing tools. Once you categorised your customer profile, identified its micro moments, every brand can win their moment and convert them into your user or retain the existing user.

Important key takeaways; • It is important to do moment mapping,

the easiest way is to set the customers profile beforehand.

• Applicable for bigger scale and integrate it with non-offline channel as well.

• Be there, Be useful, and Be quick!

by

Source: https://www.thinkwithgoogle.com/collections/micromoments.html

How tos t a r t ?

Defineyour customers

You might’ve heard or knew previous frameworks. Yet, here comes next questions; ‘how to start?’

Defining customer profile is always a fresh way to start. but how?

1. Customer profiling

Create a customers profiling based on quantitative and qualitative data. You may validate and re-validate your customer profile’s assumption based on survey and in-depth interview or FGD.

2. Define the personaCreate the customer persona. Expected outcome for this is the detailed customers psycho-demographic.

Normally, up to 3 customers persona is more than enough to test the frameworks.

3. Customer cycle

Using diffusion of innovation to define which persona falls under which category (early adapters, early majority, late majority or laggards) will helps you to maintain your focus.

Diffusion ofInnovationThe main idea of this framework is to define which persona is your early adaptors. As every brand’s aim is to become the mass product, and be able to be consumed or purchased by majority of their market segment, Diffusion of innovations will helps marketers to surpass the chasm between early adapters to early majority.

Important key takeaways; • The main idea to surpass the chasm is to

have the innovators and early adaptors as your customers first.

• Eventually, once you surpassed the chasm, tapping into mass market will be easier.

Source: https://thebadcompanyblog.wordpress.com/2011/03/09/the-law-of-diffusion-of-innovation-2/

How towin?

dIFFERENTapproach for differentCustomers

Though you knew your target market, which framework you’d like to try, or even tried, you are still wondering on which channel you want to use.

All marketers should know personification. Having different types of target market also needs different approach.

There are also few options on channels in digital age. From social media, SEO, SEM, even referral systems. But there are few other way as well to create personification parts from vary types of target market.

Moment mappingMicro-moments

As mentioned previously, GOOGLE’s micro-moments is one of a great framework which applicable for almost every business. But defining the micro moments itself is not easy. Thus, creating a moment mapping can be a very good start to decide what kind of micro moment for what kind of persona. Best way to start it is by looking at your customers psychographic

Important key takeaway; • Once the micro moments found, try to

answer these 3 simple questions: how can I be there? how can I be useful? and how can I be quick?

For

Source: http://blog.cintric.com/industry-term-demographic-vs-psychographic-data/

Brand prismKapferer

Brand prism is another useful tool which every marketer can use to identify its product internally and how would external party see it through.

By applying the Brand Prism, a brand will define how a brand should communicate to which customers. What are the things a brand wants to communicate and what exactly is the brand value.

Important key takeaway; • An easy way to apply this brand prism

canvas is to imagine the brand as a human. Which answers “if brand X is a human, what does it look like?”

by

Source: http://www.comindwork.com/weekly/2014-12-08/productivity/brand-identity-prism-kapferer

Bullseye framework19 Traction channelsBullseye framework is used for 19 Traction channel in ‘Traction by Gabriel Weinberg & Justin Mares’.

From 19 possible channels can be used as a channel, this framework keeps us stay focused by only choosing 3 channels as main traction strategy and 6 channels as middle layer strategy.

Important key takeaway; • Set the timeline of main channel and

middle layer channel. There should be a timeframe as these channels needs to be changed should the chosen channel start showing a diminishing growth. Source: http://www.templated.com.au/marketing-templates/the-bullseye-

marketing-framework/

The gamei s on !

eXECUTEmeasure and evaluate

So you have your ideal framework, also you know which channels you would like to try. Is that it? no. You need to ensure every execution comes with measurement and evaluation.

Choose framework

Most of the possible frameworks discussed are quite similar with customer journey process. Also, these frameworks are startup friendly. So you don’t need to invest too much time & money to apply it.

Choose channelsAccording to traction book, there are 19 channels which every marketers can use to enhance and maximise their traction. You may choose which channel you think suitable for your business.

Execute and evaluate

You need to work fast. Try to execute and do a/b testing for every action and channel to measure your marketing effectiveness.

Play itSmooth

Don’t go bigwithout properTesting

Always test everything in a smaller scale before going big.

As startup industries are familiar with MVP (Minimum Viable Product) so does marketing in new digital age needs to do some MVP to test whether the hypothesis is right or wrong.

MVP testing in marketing field can be somethings like a/b testing, try to do it in a smaller scale with small investment, and then you may check on the conversion rate. should the conversion rate is high, you may also expect the strategy will works better if you put bigger investment.

Play aroundwith yourContent

Focus on personification and be humane. Maybe hard selling works better than soft selling for your business.

Make sure when you are going to choose buzzers, the buzzers’ profile is align with your brand positioning. Be consistent & stay relevant is the key.

Do not be afraid to go pivot should you think your content is not fit with your audience. Remember, think your brand as a human, thus you can interact better with your audience regardless what your platform is.

Great content not only raise people’s awareness but it will makes your engagement rate higher as well, which can be converted into retention program for your recurring customer.

Adapt forany kind of

ChangesIn this era of abundance, where information can come and goes easily, marketers should be able to adapt for any kind of changes.

Always keep yourself up to date by any interesting marketing model or even basic framework which can be used for marketing purpose.

tHEEnd!