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    The Digital Goldmine: What Every Business Needs to Know About Increasing Sales and Building Engagement Online
    The Digital Goldmine: What Every Business Needs to Know About Increasing Sales and Building Engagement Online
    The Digital Goldmine: What Every Business Needs to Know About Increasing Sales and Building Engagement Online
    Ebook197 pages1 hour

    The Digital Goldmine: What Every Business Needs to Know About Increasing Sales and Building Engagement Online

    By Leonard Tan

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    About this ebook

    The Digital Goldmine is an enriching go-to book that not only reveals the strategies and benefits of online marketing but also a very essential reality for businesses today:

    Advertising is not as we knew it years ago. It is an exceptionally fast-evolving discipline where being able to navigate the many evolving tactics and stay on top of them is the mark of a true marketing genius.

    Whether you are a business owner or marketer, the strategies in this book will inspire you to take advantage of data-driven analytics to increase your sales leads and build brand engagement. This book is for you if you feel you are on a bumpy course in your marketing campaign, or would like to get your feet wet in the digital marketing landscape. You will come away feeling enlightened regarding all the marketing jargon, with a clearer perspective on what you should do to excel in the digital landscape.

    LanguageEnglish
    PublisherCandid Creation Publishing LLP
    Release dateSep 28, 2015
    ISBN9789810967550
    The Digital Goldmine: What Every Business Needs to Know About Increasing Sales and Building Engagement Online
    Author

    Leonard Tan

    An online marketing veteran, Leonard Tanʼs expertise in the industry stems from his stint at Yahoo SEA, where he was instrumental in relaunching its Sponsored Results platform in 2004. The first and only individual conferred by Yahoo as its Certified Search Ambassador, Leonard founded PurpleClick Media Pte Ltd in 2006. His passion and talent for online marketing fuelled PurpleClickʼs growth, driving it to become a leading online search marketing agency in a few short years.

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      Book preview

      The Digital Goldmine - Leonard Tan

      PREFACE

      Idecided to write this book because of my frustration over not finding any books on online marketing in a local context. After receiving lots of positive feedback on earlier editions of the PurpleClick eMarketing Guide, which were exclusively distributed to clients and trade partners, I felt it was a natural decision to make it available to a larger audience.

      If knowledge accumulated through the years in Singapore’s digital landscape is not documented, it will be a pity. This is why I have decided to produce a more in-depth edition of the PurpleClick eMarketing Guide, citing case studies and strategies that we have used at PurpleClick. There are some who wonder if publishing this book will expose trade secrets and make it easy for competitors and prospects to outrun us. But I do not share that sentiment. PurpleClick is a transparent company, and I have always been passionate about sharing with others what I have learned.

      Plenty of books delve into the how of setting up a digital campaign to drive more traffic to your website, and stop there. But not this one. This book focuses on teaching you not only how to get visitors to arrive at your website, but more importantly, how to convert them to actual customers, bringing revenue to your company. This is why I have decided to title this book The Digital Goldmine. If you get it right, you will uncover the vast potential that online marketing has to offer!

      This book is as much for chief executive officers (CEOs) as it is for marketing professionals, and the lessons and advice contained within these pages are as relevant to small and medium-sized enterprises (SMEs) as they are to large corporations.

      •In Part I, we explore the online marketing imperative. You will learn what online marketing is, what it has to offer, and why it is more important now than ever.

      •In Part II, we go for a deep dive into the top online marketing channels of search and display advertising. My goal here is to help you understand how they fit your business.

      •In Part III, you will learn how to start your very own campaign and manage it in a way that will deliver results you can measure.

      •In Part IV, you will be introduced to key success factors behind every digital campaign, regardless of whether you manage it in-house, or do it through an agency. It is worth bearing them in mind.

      The digital landscape is certainly an exciting place replete with opportunities. By picking up this book, you are already taking the first step into the future of advertising. I encourage you to read on, and discover its many wonderful possibilities and the role it can play to grow your business.

          WORD OF ADVICE

      The digital scene is constantly evolving. Stay on top by regularly researching online. Better yet, contact us at marketing@purpleclick.com, or visit www.purpleclick.com/digitalgoldmine for the latest, greatest digital strategies that will inform and inspire you.

      PART ONE

      THE ONLINE MARKETING IMPERATIVE

      CHAPTER 1

      WHERE ARE MY CUSTOMERS TODAY?

      In the 1980s and 1990s, few would have considered the Internet a viable vehicle for marketing. But all that changed in the late 1990s, which heralded a new digital age. Computers became more portable, affordable, and accessible. Virtually everyone owned a computer and was online doing everything from homework to looking up recipes.

      Nowhere is this surge in Internet usage more pronounced than in Asia Pacific, which accounts for close to half of the world’s 2.7 billion Internet users.¹ Singapore alone has close to 4 million Internet users—a whopping 74.2% of our population, and with a staggering increase of almost 5% each year (see Figure 1.1).

      This explosive growth is no doubt helped by an escalating worldwide mobile penetration rate. And the trajectory is expected to continue: In 2017, the increase in the number of mobile subscribers in India, China, and Indonesia is expected to raise the Asia-Pacific mobile penetration rate to 109%.²

      As for Singapore, our mobile penetration reached 148% in 2014 (see Figure 1.2).

      Figure 1.1. Individual usage of media consumption in Singapore³

      Figure 1.2. Mobile phone penetration rate in Singapore⁴

      Almost 9 out of 10 Singaporeans today own a smartphone⁵ and are connected to the Internet, with each of them spending 25 hours a week online on average⁶—this is equivalent to half of your afternoon each day.

      With so many people connected to the Internet, many companies here certainly know the customers are out there. Yet, not many know how best to reach them.

      Here is where we come in.

      FIND BUSINESS BY BEING FOUND

      All good marketers know this: Always start with your target audience. You must know who they are and where they can be found. Familiarise yourself with their lifestyles and device usage habits. Are they usually sitting in front of a computer, or frequently on their mobile phones? Is there a pattern to how or when they use their laptops and smartphones within a single day? And when online, what are they doing there? If they are using the internet to look for information, which search engine are they using? This useful information can be found in the Appendix section under Search Engine Market Share, where you will notice that while Google trumps other search engines in general, countries like China, Russia, and Korea are exceptions. Yahoo is also seen to be somewhat popular in the Philippines, Hong Kong, Taiwan, and Japan where its reach can go up to 53% compared to other search engines.⁷

          DO YOU KNOW?

      Singapore has a growing Internet marketing market, particularly given the size of the country. Total Internet marketing revenue is forecasted to overtake traditional out-of-home (OOH) advertising by growing at a compound annual growth rate (CAGR) of 10.3% from USD$162 million in 2013 to USD$264 million in 2018. Topping the charts for Internet marketing are search and display advertising at 30% and 43% respectively.⁸

      Based on all that you understand about your target audience, construct a digital strategy to match their online behaviour.

      Most constructed digital strategies will involve building a website, which is great. A website acts as your storefront. But you need to decide what to do with this storefront. What you want the customers to do when they reach your website also will influence the type of digital marketing tactics you employ to get them there.

      Some of these tactics can include affiliate marketing, content marketing, email marketing, video marketing, social media, blogging, search engine marketing (SEM), search engine optimisation (SEO), and display advertising. Each platform has its merits and purpose. Table 1.1 and Figure 1.3 give you a brief overview and a better understanding.

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