D I G I TA L M A R K E T I N G P R O F E S S I O N A L

C E R T I F I C AT I O N P R O G R A M
13th SEP 2018 8pm-10pm BOB LAY
 The Evolution of Technology:
Past, Present and Future
http://www.discovertec.com/blog/the-evolution-of-technology

• …but WEBSITE never changed

• Change Is The Constant Thing In Technology Industry

• if you able to develop a website and now everyone

have access to it, but how you make it popular and
on high ranking while people searching it on
Google?

• looking back on AIRASIA first launching strategic -

they offered FREE flights to diff travel destinations
hence people were rushed into the website just to
grab it and no longer worry about the low cost flight
issues.

• …this is called TRIPWIRE

 Think of A Website, Like A House!
http://www.03studios.com/think-of-a-website-like-a-house/

• When you build a house you’ll need a blueprint & a contractor to build it,
• just like a website needs a layout plan and a web developer to build it
• when you got the plan and team ready to start building the you:-
• Find a patch of land to build your house on JUST LIKE you need a patch of online land to place your website on
• this is called HOSTING with just like land comes with a yearly fee
• next you need to get your home it’s own address so that people can find it.this is the same as buying your WEBSITE
NAME (domain registration). however, the registration is only the name of the website, it is not the website itself
(no contents etc)
SMART MARKETING STRATEGY
◦ R – Reach
◦ A – Act
◦ C – Convert
◦ E – Engage
SEO search engine optimisation
• BUILD ONLINE AUTHORITY
• Establish Your Website Authority in Search Engines
• What is good domain authority?
• example : GORDON RAMSAY (think about it why he is well-known as celebrity chef as in
your mind as well but you never tasted his cook?)
• keywords: BRANDING & STRATEGY sound very educated (in most of the case you’ll
have to educate people in advance )
• Bob Lay : “ A coffee lover walked into A SHOP & the barista greeted her
passionly :”just for your info, we have this specialty Costa Rita roasted bean that is most
popular recently, it taste acidity means a bit sourly but some people really love it. And
we also have this very full bodied taste Mexico coffee hand grinder beans thats only
offer during promotion month. Are you interested of trying out our star products?”
While B shop barista greeted :” hi Can i Take your order please ?”
Google Ads Expert
• example : when you type “keywords” on google there’s about FOUR ads on top of the
search results and THREE ads at the bottom
• people tend to click on the first three options. But, this happen most of the time

a page that direct you to a company instead

HOMEPAGE of a product or service you looking for…

AD a page that direct you to the product or

LANDINGPAGE service or info you want to !!

• AB TEST
• SPEED TEST

youtube: the terrifying cost of free website

• A/B TEST - running different versions of the ads to test which message and offers
resonate the most with the audience and drive the HIGHEST RESULTS
• never put one version of Ads only
• test on HEADLINES /DESCRIPTIONS /COLORS
• don’t expect one ads will making miracle !
• features like : Live,Robots,Stories …..( this works amazingly)

7 people chose

8 people chose
 When a chicken dish
eliminated a
Malaysian-born
woman from reality
TV show
MasterChef UK last
week because it
was just not crispy
enough, a nation
Spade Burger saw red.
kyochon
use trending topics !
Chickaboo, the famous road runner ostrich in Malaysia
Chickaboo-inspired ads flying high on the internet
 Other brands that also released Chickaboo-inspired advertisements were Daisy,
The Beer Factory, Digi, Vivo, Malaysiakini, Kilkenny Malaysia, Baba’s Curry Powder,
Chevrolet, Pusat Pungutan Zakat Majlis Agama Islam Wilayah Persekutuan and SWCorp.
Social Media Marekting
• Thirty percent of consumers say that they’re more likely to have a purchase influenced
by a non-celebrity blogger than by a celebrity. How can brands take advantage? 
• Word of mouth on steroids – understanding the motives for sharing content. Facebook
users only share content with a perceived social benefit.
• Bob Lay: “ i love food and i like to share food over my FB and after sometime i’ve
become a foodie and my friends will always call and ask where to have this and that
kind of food…except then Pride and recognition, i realised i’ve gained nothing. I’ve
been in digital marketing for more 10 years but no body knew that and i’ve been
struggling in my business. Then one day i was inspired by a friend and decided to
change all my social media content to what I AM ACTUALLY DOING now. After
sometime people recognised me as DIGITAL MARKETER and i will get business from
them.
• Think about this : How you want to project yourself in social media for the next 2
years?
Email Marketing Expert
• give them value, info instead of selling your product/service directly
• they’ll engage to you time by time
• eg SPARKS (youtuber of investment)
• Big Data Analysis
• example: MCDONALD making profits via coke instead of burger. That’s
why they always ask if you want to upsize your drink by just adding
RM1? The cokes at Mcdocnald cost about RM2.70-2.80 per cup and the
nett profit per cup is about RM2.40
Content Marketing
• think of your audience first
• headlines have to be RESULT-ORIENTED
• Direct message that giving people SOLUTIONS

Many noted marketing experts,

in their blogs, presentations,
and even books, have utilized
the story of author Naura
Hayden, who is said to have
released a book in the early
1980s that flopped, and later
re-published it with a new
cover and title, in the early 90s,
to then become a New York
Times best seller. Wow! That’s
some impressive marketing
magic!
OCT INTAKE : RM2400
OCT 2018

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