STRATEGY AND TACTICS DIGITAL MARKETING FOR UKM AND STARTUP@VIKTORIWAN

Meet Viktor…• Brilliant Digital Faculty Member – Google

Partner Academy• Director of Doxa Creative and Digital Agency• Director of PT. Agape Media Nusantara

(Belladonna Group)• Certified Adwords, Analytics, and Video Ads

and Bing Ads Accredited Professional• OpenSource Project (Seblod) Contributor,

PHP Programmer forJoomla and Wordpress

• Terhubung di @ViktorIwan

#1- BUILD A DIGITAL MARKETING PLAN

GOAL

• Build Awareness• Influnce Consideration• Increase Sales• Grow Loyalty

KPI Digital Branding MeasurementThe KPI Scorecard (Sample)

Marketing Objectives

Goal KPI Target Value

Build Awareness

Expose Communicate with target audience

Share of conversation 50% 37%Share of search 40% 18.2%Online reach 95% 94%

Attract Acquire qualified trafficUnique visitors (for context) 15,000,000 10,837,189New visitors 20% 42.63%Share of traffic 80% 63%

Influence Consideration

Engage Create valuable engagements for visitors

Comments 400 453Shares 30% 13%Signed up users 80,000 60,000

Retain Increase visitor loyaltyFrequency 60% 44.16%Recency 17% 14.62%Active users 80% 57.26%

Influence Satisfy visitors' needsTask completion 60% 45%Sentiment 5:4 5:1

Drive Sales Trigger additional salesIncremental Sales Revenue 1.5M 1.32M

Grow Loyalty Improve brand loyaltyNet Promoter Score 8 6

STRATEGY

#2 - DO TESTING AND OPTIMIZATION !

DO TESTING AND OPTIMIZATION• Persuasive Offer (Copywriting)• Ads Image• Web Layout• Web Performance

DO TESTING AND OPTIMIZATION

DO TESTING AND OPTIMIZATION2 Profit Metrics

LOWER BOUNCE RATE + HIGHER SESSION DURATION = MORE PROFIT

DO TESTING AND OPTIMIZATIONTraffic Bounce

RateConv Rate

TotalOrder

Avg Order

Revenue

1000 70% 3% 9 100.000 900.000

DO TESTING AND OPTIMIZATIONTraffic Bounce

RateConv Rate

Total Order

Avg Order

Revenue

1000 70% 3% 9 100.000 900.000

1000 50% 3% 15 100.000 1.500.000

By Reduce 20% Bounce Rate, We Increase 66% Revenue

#3- BUILD TEAM

BUILD TEAM

#4- BUILD MOBILE PLAN

BUILD A MOBILE PLAN

“If you plans don’t include mobile, your plans are not finished”

SVP Integrated Marketing, Coca ColaWENDY CLARKE

BUILD A MOBILE PLANMobile usage is exploding in APAC The average user spends 2.5 hrs/ day on their smartphone

APAC countries

Average time spent on smartphone/day, minutes

Source: Millward Brown

#5- BUILD BRAND AND AUTHORITY

BRAND AND AUTHORITY

BRAND AND AUTHORITY