Intro To Digital Marketing - Michael

August 2021
Introduction to Digital Marketing
Michael Buchholz
Managing Director
Caldwell Richards
Meet Your Instructor
Michael Buchholz
Managing Director, Caldwell Richards
●  Owner/Founder of Caldwell Richards

●  Startup Mentor at Accelerating Asia & Found8
●  Teach the full-time Digital Marketing Immersive
class at General Assembly
●  Various CMO roles
●  20+ years in the tech industry
●  Favourite soccer team – Bayern München
https://www.linkedin.com/in/michael-buchholz-4082502/
https://www.linkedin.com/company/caldwell-richards/
2 | © 2020 General Assembly
Agenda
What is Digital Marketing?
The Components of a Digital Marketing Campaign
Review Digital Marketing Career Opportunities
How to Start a Campaign by Setting Goals
Identifying KPIs and What To Measure

Ask Questions!
That’s what
we’re here for!

What is
Digital Marketing?
Once upon a time, before the Internet…

Traditional Marketing
Characteristics of Traditional Marketing (TV,

Radio, Print, Mail, etc):
•  Disruptive
•  One way
•  Spin based
•  Sales focused
The Shift

New Rules of Marketing
•  Marketing today is much more than just advertising
•  Consumers expect to be involved in the

communication process
•  Instead of interruption, marketing is now about

delivering content at the exact moment your
audience requires it
•  Content needs to be personalized, not mass-

market
Companies need to own on-line

Digital Marketing Case Study

Papa John’s (Atlanta) business problem
•  There once was a time when “food delivery” was specific to just
Chinese or pizza. That time has long passed.
•  These days, consumers can order any food for delivery. And with
services like Uber entering the fray, the competition is fierce. Even
well-established brands, like Papa John’s, are struggling to stay
top of mind when customers are considering their meal-time
options.

Papa John’s marketing response
•  In 2017, the marketing goal was to keep Papa John’s in the
consideration pool while driving transactions and revenue at the
most efficient ROAS (return on ad spend) possible.
•  Their marketing mix included:

•  Social media marketing (Facebook and Instagram)
•  Programmatic Display
•  Native video advertising
•  YouTube advertising
•  Mobile marketing
Papa John’s results

Everything is going digital!
POP-UP RETAIL
TV RADIO PRINT FLYERS BILLBORAD WOM
STORES STORES
ONLINE MUSIC NEWS ONLINE BANNER SOCIAL LANDING ONLINE

VIDEO APPS WEBSITES ADS ADS MEDIA PAGES STORES

Everything is “on demand”

This has created sooo many marketing options
SEARCH ENGINE MARKETING SOCIAL MEDIA MARKETING AFFILIATE MARKETING
THE BIG 3
GOOGLE FACEBOOK BOOKING.COM
BING INSTAGRAM DELIVEROO
BAIDU LINKEDIN FOODPANDA

EVOLVING YOUTUBE TWITTER LAZADA
TRENDS AMAZON SNAPCHAT TIME OUT SINGAPORE
etc. etc. etc.
CLUBHOUSE
ONE-ON-ONE MARKETING DISPLAY & VIDEO CONTENT MARKETING

ADVERTISING
INSTANT EMAIL
BLOGS
MESSAGING BANNER ADS
WHATSAPP
IS THE NEW VLOGS
WECHAT VIDEO ADS
SOCIAL
INFOGRAPHICS
MEDIA etc. RICH MEDIA ADS
etc.
etc.

And with the marketing world becoming digital…
The good news is everything is

now measureable…
The bad news is everything is
now measureable.
We measure to know what’s
working & what isn’t.

But don’t get lost in the data –
only measure what is
important to
your business
The Holy Grail of Marketing - Repeat Customers…

… and measurement - Customer Lifetime Value (CLV)
Starbucks estimates
that the average
lifetime value of
their customer is…
US$14,099
Kissmetrics

What is marketing?
Marketing is about reaching & connecting

with the right people at the best time with a
compelling message and a great
experience…
1.  so people know you exist
2.  will choose what you’re selling
3.  will stay loyal to you in the future
4.  will recommend you to others.
Marketing is evolving

What is Digital Marketing?

Discussion:
5 minutes
Buzzword Breakdown
Word association:
What do you think of when you hear the
term “digital marketing”?

And the winner is…

It’s Art and Science
Segmentation Customer Empathy
Optimisation Value Props
Testing
Compelling Content
And knowing what success looks like to you

28 | © 2018 General
Assembly
29 | © 2018 General
Assembly
30 | © 2018 General
Assembly
But, the power is with consumers more than ever before
The moment consumers became aware of a life without

ads was the moment traditional marketing began its quiet
death.
It’s how we ended up here today with

615 million devices that use adblock and
59% of millennials skipping ads on YouTube.

The Industry is also shifting to meet consumer expectations

Trivia! QUIZ
What is the average human attention span?
Answer in Zoom Chat
34 | © 2018 General
Assembly
So you need to stand out with a better story
●  Life is moving FAST!

●  We’re scanning, scrolling, swiping,
clicking, liking and moving on.
●  With so many channels, so much
noise and information we’re
turning off and tuning out.
●  People are easier to reach but

harder to engage than ever.

Trends in 2021

Times they are a changin’

Who is this guy?

The price of standing still

How to get started in Digital Marketing?

We must also adapt and change
Because of this fast-paced change and growth,

digital marketers must wear many hats as part…
‣  Digital Marketer
‣  User Experience Designer
‣  Product Manager
‣  Data Analyst
‣  The list goes on…

The good news is - Digital is in demand
●  Demand for digital marketing and mobile skills has

more than doubled in the past 5 years.
●  In fact, the top five skills in digital marketing have

grown at an astounding average of 500%. Traditional
marketing roles, on the other hand, have grown only
16% over this time.

Career Paths in Digital Marketing!

What skills are in demand?

Why Choose a Career in Digital Marketing?
•  It gives you the skills to start your own business

•  Digital (Marketing) is the future
•  Be in high demand
•  Low barriers to entry
•  You can make good money
•  Work on interesting projects
•  Work with fun people
Q & A
How to start a
Digital Marketing
campaign?
You want to run a
marketing campaign.
So, where do we start?

Where to start

Before you can develop an
effective marketing strategy
you must first REALLY REALLY
understand your business and
your customer

Where to start
1.  Know your business

2.  Know your audience/market
3.  Know your message (and make sure it helps
them)

1. Know your business

2. Know your audience/market

3. Know your message
●  You need to know who your customers are

●  You need to know your customers pain
●  You need to know what they want to hear from you
●  You need to know how to get your message across
quickly

3. Know your message

Tools to help
One liner / value proposition
http://buildingastorybrand.com/minisode-1/
Business Model Canvas

http://www.slideshare.net/esaife/business-model-canvas-101
Personas
https://blog.hubspot.com/marketing/buyer-persona-research
Empathy Maps
https://www.nngroup.com/articles/empathy-mapping/
When starting a campaign, you will face endless decisions

The Objective-First Campaign Framework is here to help

Congratulations!
You’ve landed an internship at a premier marketing firm, GAgency.
You will be assisting on an important campaign for an artisan coffee and

pastry chain that’s popular in Singapore: Plungin’ Pastries.
It needs GAgency’s help to increase sales from 12 p.m. to close (4 p.m.).

1. What Do We Want to Accomplish?

Marketing Objectives Are Typically Rooted in the Funnel
●  “I want to make people aware and

excited about what we have to offer!”
●  “I want to grow my bottom line by

gaining new customers.”
●  “I want to engage my customers and

get them to buy more!”

The Customer Journey
Connected TV Email Websites
Social Media
Online
Paid Content Social Media Chatbot

Email
Digital Programmatic MarketPlace Loyalty
Audio Program
Addressable
Search TV
Online Ads Website Survey
AWARENESS CONSIDERATION CONVERSION LOYALTY
Mailings
Oﬄine
Direct Mail
Radio P On Demand
R Call Centre
Ship-to-home
Store
Delivery
Word-of-Mouth
Call Centre Pick-Up
Outdoor
Self-Fulﬁlled
TV

The Best Objectives Are S.M.A.R.T.
SPECIFIC MEASUREABLE ACTIONABLE REALISTIC TIME-BOUND

A S.M.A.R.T Objective Mad Lib
“Our objective this [time frame] is to drive [specific and tied to
business model] from [X] to [Y].”
●  Raise brand awareness this month by driving 100,000 new

unique visitors to the website.
●  This quarter, get 10,000 free online demo sign-ups by

education companies this quarter.
●  Our objective this year is to acquire 50,000 new online customers

for women’s apparel this financial year.

Sample Objective
Our objective this quarter is to increase sales made between

the hours of 12 p.m. and 4 p.m. by 10%.

2. Objectives and KPIs: We Can’t Have One Without the Other
Primary KPI:
Revenue (sales) made between 12 p.m. and 4 p.m.
Secondary KPI:
Number of sales made between 12p.m. and 4pm

3. Who Is Our Audience and How Will We Reach Them?

The Options: Plungin’ Pastries Personas
Early Late Extended

Birds Risers Stayers
Patrons that visit the store Students and senior Young professionals or
between 5:30 a.m. and 8 citizens who frequent the students who spend
a.m. store between 8 a.m. and several hours working at
11 a.m. the store.

The Options: Channels and Tactics
Channels Tactics
Where marketing and distribution happens: The stuff that flows through the pipes:
The pipes that connect you to the Strategies that can take place on one
customer. or more channels.
●  Websites ●  Promotional discounts
●  Email ●  Content marketing
●  TV ●  Influencer marketing
●  Facebook ●  Live videos
●  Apps ●  Retargeting
●  Text messages ●  Chatbots
●  Phone calls
●  Retailers
●  Wholesalers

Who Is Our Audience and How Will We Reach Them?
We will target the extended stayers on Facebook, advertising discounts on
coffee and pastries between 12 p.m. and 4 p.m.

4. Execute - Plungin’ Pastries: Facebook Ad
Plungin’ Pastries
●  18- to 25-year-olds
Get 25% off coffee at Plungin’ Pastries from 12 to 4p
●  Students studying nearby
or young entrepreneurs
●  Interested in food, music,
arts and culture,
exhibitions
●  Chope, Time Out,
Fuel up and save this afternoon! Hungry Go Where
Get your coupon code here.
FUELUP.COM

5. The Results Are In...

Choosing what you measure is critical

It’s easy to become overwhelmed by data.
Common metrics by channel

Measuring success
Almost everything in digital

marketing can be measured BUT
be selective.
1.  Set your objectives and KPI’s
2.  Decide what metrics you can
learn most from.
3.  Measure, test, learn, optimise

Be warned...data is just numbers without insight

The Results Are In…
Extended Stayers
Click-through rate: Clicks / Impressions * 100
How many people saw our ad? 600,000
Impressions ●  7,200 / 600000 * 100 = 1.2%
How many people followed our ad? 7,200 Cost per click: Cost / Clicks
Clicks
●  5,000 / 7200 = .70 cents
How much did we pay for our ad? $5,000
Cost Return on investment: Revenue / Cost
●  3,000 / 5000 = 0.6

How much did we drive in sales? $3,000
Revenue

Discussion:
5 minutes
Discussion
Our objective this quarter is to increase sales made between
the hours of 12 p.m. and 4 p.m. by 10%.
Extended Stayers
Were we successful?
How many people saw our ad? 600,000
Impressions
Yes and
or No
How many people followed our 7,200
ad?
Clicks Answers in Chat
How much did we pay for our $5,000
ad?
Cost
How much did we drive in sales? $3,000
Revenue

6. What Might We Do to Optimize Our Ad?

Optimizing Through A/B Testing
Plungin’ Pastries
Get 25% off coffee at Plungin’ Pastries from 12 to 4p

1.  Pick only one aspect (e.g., a
headline, call to action, or image)
to change at a time.
2.  Run two or more versions

concurrently.
3.  Measure which version garners

better results. Fuel up and save this afternoon!
Get your coupon code here.
FUELUP.COM

Optimizing Through A/B Testing
You’re only limited by your

creativity.

TOOLS+RESOURCES 88
89
Branding Workshop
Wrap Up

#1 Establish Objectives & Goals (SMART)
Social Mission Statement

“To use social media to educate current and potential customers about our
product offering, with a focus on our organic range.”
Goal
Brand Awareness + Sales
KPIs
1.  25% increase in Instagram social reach & engagements YOY
2.  Maintain an average 5% conversion rate from all social traffic this Quarter

#2 Learn Everything About Your Audience/Customers

#3 Tell a Great Story

#4 Know What to Measure
Free Tool

#5 Be Patient!

General Digital Marketing Education & News
Resources
Social Media Examiner: https://www.socialmediaexaminer.com/
Contently: https://contently.com/content-marketing/content-marketing-2016/
Neil Patel Blog: https://neilpatel.com/blog/
Moz Blog: https://moz.com/blog/
Digital Agency Network: https://digitalagencynetwork.com/
Association
The Digital Marketing Association: https://www.dmaglobal.com/
Marketing Institute of Singapore: https://www.mis.org.sg/
Australian Marketing Institute: https://ami.org.au/
Education
Digital Marketing, General Assembly: https://generalassemb.ly
Google Analytics: https://analytics.google.com/analytics/academy/course/6?hl=en
LinkedIn – Michael Buchholz

LinkedIn – Caldwell Richards

Feedback
Please take 5 minutes to fill out this short feedback form and help us
improve on our next class.
●  Link: https://forms.gle/DfVRKUenT1LHE8YN9
In a couple of days, you may receive an auto-triggered form via email. Please
feel free to ignore that if you have already submitted your feedback here.
Thank you for your time!
© 2021 General Assembly

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August 2021

Introduction to Digital Marketing

● Owner/Founder of Caldwell Richards

What is Digital Marketing?

The Components of a Digital Marketing Campaign

Review Digital Marketing Career Opportunities

How to Start a Campaign by Setting Goals

Identifying KPIs and What To Measure

3 | © 2020 General Assembly

4 | © 2020 General Assembly

6 | © 2018 General Assembly

Characteristics of Traditional Marketing (TV,

8 | © 2018 General Assembly

• Consumers expect to be involved in the

• Instead of interruption, marketing is now about

• Content needs to be personalized, not mass-

Companies need to own on-line

10 | © 2018 General Assembly

11 | © 2018 General Assembly

• Their marketing mix included:

• Native video advertising

13 | © 2018 General Assembly

ONLINE MUSIC NEWS ONLINE BANNER SOCIAL LANDING ONLINE

14 | © 2020 General Assembly

15 | © 2020 General Assembly

SEARCH ENGINE MARKETING SOCIAL MEDIA MARKETING AFFILIATE MARKETING

BING INSTAGRAM DELIVEROO

BAIDU LINKEDIN FOODPANDA

ONE-ON-ONE MARKETING DISPLAY & VIDEO CONTENT MARKETING

16 | © 2020 General Assembly

The good news is everything is

18 | © 2020 General Assembly

20 | © 2020 General Assembly

21 | © 2020 General Assembly

Marketing is about reaching & connecting

23 | © 2020 General Assembly

24 | © 2020 General Assembly

25 | © 2020 General Assembly

26 | © 2020 General Assembly

Segmentation Customer Empathy

Optimisation Value Props

And knowing what success looks like to you

The moment consumers became aware of a life without

It’s how we ended up here today with

32 | © 2020 General Assembly

33 | © 2020 General Assembly

What is the average human attention span?

Answer in Zoom Chat

● Life is moving FAST!

● People are easier to reach but

37 | © 2020 General Assembly

38 | © 2018 General Assembly

27 | © 2018 General Assembly

45 | © 2020 General Assembly

49 | © 2020 General Assembly

50 | © 2018 General Assembly

Because of this fast-paced change and growth,

52 | © 2020 General Assembly

● Demand for digital marketing and mobile skills has

●  Owner/Founder of Caldwell Richards

•  Consumers expect to be involved in the

•  Instead of interruption, marketing is now about

•  Content needs to be personalized, not mass-

•  Their marketing mix included:

•  Native video advertising

●  Life is moving FAST!

●  People are easier to reach but

●  Demand for digital marketing and mobile skills has

●  In fact, the top five skills in digital marketing have

•  It gives you the skills to start your own business

1.  Know your business

●  You need to know who your customers are

●  “I want to make people aware and

●  “I want to grow my bottom line by

●  “I want to engage my customers and

●  Raise brand awareness this month by driving 100,000 new

●  This quarter, get 10,000 free online demo sign-ups by

●  Our objective this year is to acquire 50,000 new online customers

●  3,000 / 5000 = 0.6

2.  Run two or more versions

3.  Measure which version garners