Virtual Talk

Digital Marketing Fundamentals

and Career Path
___________
MARK-COV by Moh. Yuntiwa Ramdhan
Agenda

01. Digital Marketing Trends

02. Why You Need To Know More About Your

Customers?
Virtual Talk

03. What Types of Content Should We Offer?

Digital Marketing
04. Which Channel Should Your Brand Use? Fundamentals
05. Digital Marketing Career Paths and Career Path
06. Career Hacks 101

___________
MARK-COV
 Virtual Talk

Digital Marketing
Fundamentals
and Career Path
Digital Marketing Trends
___________
MARK-COV
What is Digital Marketing?

Digital Channel
Brand Message

Conventional
Media

"Digital channels and assets are used to communicate a brand’s positioning (or message) as part of
multichannel brand communication or engagement programmes".
 Increases of Online Time Spent
● People spend on average 192 minutes (3 hours and 12 minutes) online per day in 2021 with a
majority of this time spent on mobile devices.

Source: www.statista.com, Daily time spent with the internet per capita worldwide from 2011 to 2021, by device(in minutes)
Why Digital is So Sexy compared to Conventional
Media from Brand View?

Media Consumption
Cost Efficient
Shifting

Laser Targeting A/B Testing

Engage with Your

Measurable Customers
Rapid Digital Transformation
2010s: Digital Marketing is Support Channel

Business Objectives

Marketing Objectives

Digital Marketing Objectives

Now: Digital Marketing = Marketing
*Especially in Digital Product

Business Objectives

Marketing Objectives

Digital Marketing Objectives

Marketing Objectives by Business Stages

Focused on:
- Scaling Volume - Cust. Retention - Business
- Getting well-known
- New Cust. - Cross-Selling Sustainability
- Users Acquisition
Acquisition
What is the potential job of digital
marketing related to?
3 Key Points of Digital Marketing Planning

Audience Content Channel

Who your ideal customers are, what What communication that can we How do we distribute the content?
their days are like, the challenges deliver? What kind of solution that
they face and how they make can we offers?
decisions.
 Virtual Talk

Digital Marketing
Fundamentals
Why You Need To Know More and Career Path

About Your Customers?

___________
MARK-COV
Why Customers is Important

"There is only one boss. The customer. And he can fire everybody in the
company from the chairman on down, simply by spending his money
somewhere else."
- Sam Walton - Travis Biggert

"The sole reason we are in business is to make life less difficult for our
clients."
- Matthew Odgers

“No Customers, No Money. No Money, No Cuan.”

- Yuntiwa
Where to Start ?

Product Customer
Build a 'Buyer Persona' to Get Know of All Your
Customers

Marketing is about your audience and it’s not just one, but many and varied.
Creating buyer persona can help us to communicate and approach our potential customer more relevant.

Buyer Persona to describe who your ideal

customers are, their characteristic, what their days
are like, the challenges they face, and how they
make decisions.
Buyer Persona (of OTA Services)

International Travelers Staycationers

Backpackers Beach Lovers

Family Vacationers Adventurers

Why It is so Important?

● Different customers need

● Different customers problem
● Easier to approach them
● Gaining trust
● Help to ensure that all activities involved in
acquiring and serving your customers
How Are Buyer Personas Used?

Product development can use buyer personas when

building product roadmaps.

Marketing can use buyer personas to build effective

strategies.

Help your sales team build rapport with potential

customers.

Customer support teams can use personas to better

serve your customers.
How Do I Create a Buyer Persona?
Do In-Depth Research to Your Customer and Potential Customer

Differentiate between customer feedback and customer profiling

Starter Question

Personal Info
● Name
● Age and Gender
● Location
● Marital Status
● Education
● Income
● Monthly Spending
● Contact Person
Starter Question

Professional Info
● Job Title/ Role
● Career Path
● Company Size
● Industry
● Special Skills
● Reporting to
● Work Time
● Work Challenge
Starter Question

Personal Life
● Afterwork activity
● Weekend activity
● Transportation
● Commute
● Daily routine
● Your recent problem
● Biggest fear
○ Making a mistake
○ Spending too much
Starter Question

Shopping Preferences
● How do you prefer to interact with vendors (e.g.
email, phone, in person)?
● Do you use the internet to research vendors or
products? If yes, how do you search for
information?
● What drives their decision making?
● Describe a recent purchase. Why did you consider
a purchase, what was the evaluation process, and
how did you decide to purchase that product or
service?
● Common question
○ Cost of DP
○ How long it takes
Starter Question

Digital Activity
● What publications or blogs do you read?
● What associations and social networks do you
participate in?
● What social media do you use?
● How do you communicate?
● What media do you consume?
● Tell your TOP 3 profile that you follow (influence
you)
Starter Question
Demography
Shopping Preferences
● Male, 27 yo.
● Jakarta. ● Prefer interact with vendors in-person and
● Married. chat.
● Has a son. ● Do online research before buy something.
● Monthly spend: 7-8 Million. ● Prefer buy product who safety and
long-lasting.

Professional Info
● Sales Manager in Auto Industry.
● Work challenge: Scaling the company
revenue. Digital Activity
● Biggest fear: Losing his job.
● Use social media: Instagram and Facebook.
Budi ● Usually use WhatsApp for daily
Salary Man communication.
Personal Life ● Recently, read financial blog.
● Spending weekend with family. Sometimes ● Follow @fitraeri, @goalindonesia,
do freelance. @catatanbackpacker
● Collecting HotWheels and love traveling ● Can contacted during lunch time and after
● Biggest fear: Spending too much. business hour
● Recent problem: Children's medical
expenses are very large, find another
second-job.
Tips for Recruiting Interviewees

Who? How to get better response rate

Your Customers: Good and

Use incentives
Bad

Be clear this isn't a sales call

Prospects / Target Market

Competitor Customers
Be more flexible

3rd Party Network

 Virtual Talk

Digital Marketing
Fundamentals
What Types of Content and Career Path

Should We Offer?
___________
MARK-COV
What is Buyer Journey?

The process buyers go through to

become aware of, consider and
evaluate, and decide to purchase a
new product or service.

No one wakes up in the morning and decides, “I’m going to buy

something today.”
They will go through a path to purchase that includes research
and evaluation before committing to a sales call.
Buyer’s Journey Stage
It’s important to understand your audience: how they think, the answers they seek, and the path they tend to
take to find a solution.

● Awareness Stage: The buyer realizes

they have a problem.
● Consideration Stage: The buyer
defines their problem and
researches options to solve it.
● Decision Stage: The buyer chooses
a solution.
Buyer’s Journey Stage
AUDIENCE TYPE AUDIENCE STAGE

To Attract,
Strangers people who looking for answers,
Awareness resources, education, research
data, opinions, and insight.

To Engage,
Consideration Prospects people who doing heavy research
on whether or not your product or
service is a good fit for them.

To Delight,
Decision Customers people who figuring out exactly
what it would take to become a
customer.
Awareness Stage

The goal:
Solve buyers pains/problems by
creating content they can easily
discover and consume.

The role:
Educate a strangers. (Teacher)
Consideration Stage

The goal:
Nurturing a lead, building a
relationship, and establishing
trust between the audience and
your brand.

The role:
Provide a solution. (Doctor)
Decision Stage

The goal:
Ensure buyers will user our
products/services.

The role:
Offer additional value and
call-to-action. (Salesman)
Content for Each Stage of Buyer’s Journey

AWARENESS CONSIDERATION DECISION

Informative Content Comparisons Guide

Free Trials
(Blog Posts, Social Case Studies
Coupons
Media Posts) Reviews
Live Demos
Whitepaper & Ebooks Free Samples
Consultation Offers
Tools & Kits Product USPs
Limited Offers
Video & Webinars Product Advantage
 Virtual Talk

Digital Marketing
Fundamentals
Which Channel Should Your and Career Path

Brand Use?
___________
MARK-COV
Digital Marketing Channel

Should we run all of this digital

marketing channel?
Relation between Buyers Journey and Channel
Selection

Your brand must be present in every

multi-touch point of buyer journey.

So, your brand will not lose opportunity

from getting the exposure until the
users have a decision stage from
potential customers.
Channel Selection

STAGE DEFINITION DETAIL TARGETING

Awareness How do we reach the audience? Broad targeted

How buyer can find us? (Attracting strangers)

How do we interact with the audience?

Niche targeting
Consideration How buyer can engage with us? (Engaging prospects)

How do we get the transaction? Personal

Decision How buyer can choose us? (Delighting customers)
Offer Solution in Each Stage
STAGE DEFINITION CONTENT OFFERS

The buyer realizes they have Issue & General Problem,

Awareness a problem/pain. where people looking for answers,
resources, education, research
data, opinions, and insight.

Specific Problem & Solution,

The buyer defines their where people are doing heavy
Consideration problem and researches research on whether or not your
options to solve it. product or service is a good fit
for them.

The buyer chooses a Call to Action,

Decision where people are figuring out
product or services
exactly what it would take to
according to his/her needs. become a customer.
Awareness Stage

● Select the channel that customer spends the most time.

Awareness
● Select the channel (ad platform) that has high audience size.
● It’s okay to targeting buyer persona more than one.

Consideratio
n

Considered Metrics:

Decision
● Impressions : number of ads shown
● Reach : number of users seen the ads
Recommended Channel - Awareness Stage

Social Media Ads YouTube Ads and Google Celebrity / Macro

(Facebook, Instagram, Display Network Influencers
TikTok)

● Location ● Location ● Broad Topic

● Demographic ● Demographic ● Have huge followers (>1
mio influencers)
● Interest ● Interest
● Behavior ● Placement
● Connections ● Topics
● Contextual Targeting
Recommended Channel - Awareness Stage

Search Marketing Your Platform

(SEO)

● Keywords ● Owned Website

○ General problems ○ Blog / Articles
○ Informative content ○ Informative content
● Owned Social Media
○ Informative Content
Facebook and Instagram Ads
TikTok Ads
Google Display Networks (GDN)
YouTube Ads

Example of YouTube Masthead

Example of YouTube pre-roll ads

Celebrity / Macro Influencers
Consideration Stage

● Select channel that users often do to do research and

Awareness finding the review.
● Good content greatly influences people to drive out further
interactions.
Considerati
on

Considered Metrics:
● Avg. Spent Time: How much time do people spend on your website
Decision
● Leads : Number of user who shared their contact
● Engagement : Likes, Comment, Saved, Share, Saved
● Link Clicks : counts the number of times users have clicked on a ads
● Click-through Rate : a ratio showing how often people who see your ad end
up clicking it
Recommended Channel - Consideration Stage

Search Marketing Your Platform Influencers

(SEO) (Vlogger, Blogger)

● Keywords ● Owned Website & Social ● Specific Topic

Media
○ Product content ○ Beauty
(advantages & ○ Product content
USPs) (advantages & ○ Food blogger
USPs) ○ Automotive
○ Case study
○ Case study ● (Honest) Review
○ Testimonials
Micro / Nano Influencers

“Find the Influencer that

represent your brand
Customers”
Search Engine Optimization
Decision Stage

● Capture the user intent

Awareness
● Personal approach channel.
● Select channel where people are comfortably approached
personally.
● Human interaction still needed.
Considerati
on

Considered Metrics:
Decision ● Transaction
● Conversion Rate : Ratio between user consider to buy, to actual
transaction.
Recommended Channel - Decision Stage
Direct Interaction
Follow-up the potential customers with
two ways communication.
● Email (Personal Email)
● Phone Calls (Telesales)
● WhatsApp for Business
● Messenger
Non-direct Interaction
Capture the users intent or retargeting user
who abandon the cart and offer
personalized content.
● SEM
● Email (Newsletter)
● Facebook and Google Ads
● Push Notification
Email and Push Notifications
Example of email marketing Example of push notification
Search Engine Marketing (SEM)

● Target specific product / services

● Offers promotional content

Example of Google Shopping ads

Example of Basic SEM ads

Dynamic Retargeting Ads (Facebook & Google)

● Need implement tracking code in website.

● Tracking your valuable micro-interaction
and macro-interaction.
● Haunt the user who do micro-interaction
and still not completed the macro
interaction (transaction, purchase).

Example of Facebook Dynamic Retargeting

Let’s Get Back to Key Points of Marketing Plan

Audience

External (Focus to Listen)

Channel

Content Internal (Give a Solution)

Illustration of Channel and Content Strategy
CHANNEL CONTENT OFFER

● Facebook ● Bagaimana Mengatur Keuangan

Awareness ● Instagram untuk Hobi dan Kebutuhan?
● Bebas secara Finansial

● Search Marketing ● Nabung Saham vs. Nabung

Consideration ● Influencers Reksadana
● Pengalaman Nabung Reksadana
● Rekomendasi Penyedia Beli
Reksadana Online

● Retargeting (Facebook and ● Dapatkan deposit 100rb untuk

Decision Instagram) pendaftar baru.
● E-mail ● Rekomendasi Reksadana Bulan Ini
 What’s the Key Point of
Digital Marketing Planning?
Digital Marketing Creates and Requires Data

DATA INFORMATION INSIGHTS ACTION

Do Trial and Experiment
Experiment Framework

Creatives A
(Funny approach)

Channel A

Creatives B
(Serious approach)

RESULT
Fail fast, learn fast Backpackers
Creatives A
(Funny approach)

Channel B

Creatives B
(Serious approach)
 Virtual Talk

Digital Marketing
Fundamentals
Digital Marketing and Career Path

Career Paths
___________
MARK-COV
Knowledge and Competency

● Business strategy
● Market research ● Platform and
● Marketing plan Business ●
channel algorithm
Measurement and
● Etc.
tracking
● Marketing
analytics
● Experiments
● Etc.

Marketing
●
Analytics
communication
Art
● Content writing & Tech
● Visual design
● Videography
● Etc.
Jobs Pillars in Digital Marketing

Creative Channel Analytics Tech

Content writer Paid marketers Data analyst Web developer

SEO content writer SEO Business intelligence App developer

Visual designer SEM specialist Market researcher Ecommerce

Videographer CRM and Email ….. Marketing tech

Digital imaging Social media …..

….. Influencer Management

…..
Common Digital Marketing Jobs Level

Analyst Manager VP

Executive Associate Head

Work Experience

Specialist Generalist

Practical Skills Soft Skills

Business Sense

Entrepreneur Mindset
Digital Marketing Offers Broader Opportunity

Digital Marketing Area

Analyst Manager VP

Executive Associate Head

Own Business
Brand Manager
Lecturer
Head of Marketing
Product Marketing
Client Manager in
Business Analyst
Ad Solution
There is Always Something New

Marketing Analyst
Business Intelligence
TikTok
Specialist

SEO New Media: Podcast

SEM
Social Media
Paid Advertising

Influencer
Management
Website

2010 Timeframe 2020

 Virtual Talk

Digital Marketing
Fundamentals
and Career Path
Career Hacks 101
___________
MARK-COV
Be an Expert and Build Your Own Portfolio

Creative Channel Analytics Tech

Content writer Paid marketers Data analyst Web developer

SEO content writer SEO Business App developer

intelligence

Visual designer SEM specialist Market researcher Ecommerce

Videographer CRM and Email Social monitoring Marketing tech

Digital imaging Social media …. …..

….. …..
Two or More are Better than One

The more
weapons you
have, the more
valuable you are.
Always Do Your Best and Build the Networks

Finding and hiring ideal job

candidates has become an
extremely hard
Employee Referral
and
Recommendation
Think before Say Yes or No
I want you to
Please help me handle project A.
to present the
proposal Challenge
strategy.
Exposure
New Skill Set
Improve Skill Set
Aim for Iteration, not Perfection

Waste of time and

Insecurity
energy

Ask your mentor Test and learn

Thank You!

by Moh. Yuntiwa Ramdhan