Mind Set Entrepreneurs Need to Know for Digital Marketing!
Mr. Tanapon Subsomboon, founder and CEO of YDM Thailand Co., Ltd., who graduated directly in e-commerce and has more than 18 years of experience as an internet marketer in developing and managing leading brands—covering more than 400 brands with a combined value of over 8 billion baht—shared knowledge and perspectives for entrepreneurs interested in digital marketing at the seminar “Digital Marketing for Entrepreneur 2018,” organized by YDM Thailand and its affiliate ALT65. He stated that there is no fixed formula and no traditional framework for digital marketing, because each product requires a different way of thinking. The key principles of digital marketing that Thai entrepreneurs should understand are as follows:
Target Must Be Precise!
When selling products, not everyone is our customer. Entrepreneurs must know who their customers are, where they are, and be able to analyze them deeply to understand their patterns. The digital world is vast, so we must identify them clearly. Once we do, we must accurately understand what they think about our products or services and discover “why they need to buy.” Only then should we develop the framework for the plan further.
Copy Writing is Key
You must create content on your page or website (storytelling) that makes people say “wow” as soon as they open it. Customers should feel interested, excited by the content, and impressed from the very first visit. If they open a website and do not find anything interesting within three minutes, they will leave. Normally, customers prefer using images to attract attention, but he believes that good copy can attract people even more. VDO skills should also be added, because people now increasingly enjoy consuming video content, which can significantly enhance interest.
Buy Media That Can Track Sales and Select the Target
When buying media, businesses must choose the right media because there are now many digital media options. Whatever is purchased must be trackable; it should not be selected simply because many people can see it. It must be measured by sales performance—how much it actually sells. The data must be analyzable in depth and measurable, and only then is that media worth buying. It should not rely on demographics alone, because now targeting can go as far as the target’s interests. Businesses can set a minimum budget based on the level of risk they can accept, measure results, and if performance is poor or not suitable, adjust immediately. It should be possible to optimize continuously. Most importantly, targeting must be selectable, because we are not selling to everyone. This is not like buying television media to build awareness among the mass market; when buying digital media, the people who should see it must be only our customers.
Long Term Traffic
This is considered one of the weaknesses of social media such as Facebook: you post once and then it goes quiet. For example, using celebrity influencers to post on the same day may indeed help create awareness, but it will be loud only for a short while and then disappear. Therefore, entrepreneurs must also consider long-term traffic, not just one-time activity but something that remains over the long term. Personally, he prefers blog writing more. It may not generate immediate widespread reach, but people will continue to visit over time. Businesses should also be cautious about “bad voice,” because most are more skilled at creating good voice for products. There must be a way to create a social voice that excites people and makes them want to try the product, using buzz creation to help drive sales.
Know How to Find “Partners”
Entrepreneurs today should not focus solely on selling products. They must know how to find partners, because sometimes even competitors can become partners. Alternatively, alliances may be formed with products that are close to one’s own. Find partners who already have a customer base and consider whether your product can use the same customer base. However, the existing customer base must still be maintained. Acquiring a new customer costs three times more than retaining an existing one. Therefore, generating revenue from the customer base you already have is the best approach.
Digital Is Not Just Marketing
Digital can do much more, such as helping recruit teams and improve work processes, because it does not end with digital marketing alone. For example, if you invest a certain amount, how much profit do you gain in return? Everything is part of the same overall picture.
Regarding Facebook’s reduction in reach, Mr. Tanapon emphasized that “social media” is important, but it is only one channel. Entrepreneurs therefore should not rely on this channel alone to sell products. They should use a variety of social media channels and accurately identify where their customers are. For example, Twitter may have fewer users, but if the customers are teenagers, it can still be very effective in reaching that group.
Micro Influencer – The New Rising Trend of Online Word-of-Mouth Strategy!
In an era when many people are spending heavily to hire influencers to write favorable reviews for products or services until consumers have become aware and reviews have lost credibility, “micro influencers” are reviews of products or services by real consumers. This is what consumers want because it is credible, like one friend recommending something to another, and it serves as a voice that conveys the brand to consumers. Mr. Anupong Chantorn, Managing Director of Alternate65 Co., Ltd., or REVU, advised entrepreneurs on how to use review platforms successfully as follows:
Objective Whatever campaign is created, we must have a clear “objective” regarding what we want them to do, for what purpose, and why this strategy is being used.
Personalize Content Once you ask for a review, trust the reviewer. Do not edit the content to fit exactly what the brand wants, because it will lose credibility and consumers will know immediately.
Call to Action There should be promotions such as giving vouchers or product samples for trial, and providing a code to be used as a discount on the next purchase.
Mr. Anupong further emphasized that a good review must be sincere, because consumers want to read reviews from actual users. At the same time, in content marketing, “keywords” are very important. Keywords must be accurate, and reviewers should always include keywords in their reviews because this helps with search engine searches such as Google and links users to the product. Supporting media should also be used to help as many people as possible find and read the review, such as reposting the review link or boosting the post. This will benefit the product. There is also a measurement system with daily statistics and daily reporting, allowing us to know whether a particular review performs well or not once it is published. At present, micro-influencers can also be further developed into a B2B channel for products.
YDM Thailand – THAILAND NO.1 DIGITAL MARKETING GROUP
Mind Set Entrepreneurs Need to Know for Digital Marketing!
Mr. Tanapon Subsomboon, founder and CEO of YDM Thailand Co., Ltd., who graduated directly in e-commerce and has more than 18 years of experience as an internet marketer in developing and managing leading brands—covering more than 400 brands with a combined value of over 8 billion baht—shared knowledge and perspectives for entrepreneurs interested in digital marketing at the seminar “Digital Marketing for Entrepreneur 2018,” organized by YDM Thailand and its affiliate ALT65. He stated that there is no fixed formula and no traditional framework for digital marketing, because each product requires a different way of thinking. The key principles of digital marketing that Thai entrepreneurs should understand are as follows:
Target Must Be Precise!
When selling products, not everyone is our customer. Entrepreneurs must know who their customers are, where they are, and be able to analyze them deeply to understand their patterns. The digital world is vast, so we must identify them clearly. Once we do, we must accurately understand what they think about our products or services and discover “why they need to buy.” Only then should we develop the framework for the plan further.
Copy Writing is Key
You must create content on your page or website (storytelling) that makes people say “wow” as soon as they open it. Customers should feel interested, excited by the content, and impressed from the very first visit. If they open a website and do not find anything interesting within three minutes, they will leave. Normally, customers prefer using images to attract attention, but he believes that good copy can attract people even more. VDO skills should also be added, because people now increasingly enjoy consuming video content, which can significantly enhance interest.
Buy Media That Can Track Sales and Select the Target
When buying media, businesses must choose the right media because there are now many digital media options. Whatever is purchased must be trackable; it should not be selected simply because many people can see it. It must be measured by sales performance—how much it actually sells. The data must be analyzable in depth and measurable, and only then is that media worth buying. It should not rely on demographics alone, because now targeting can go as far as the target’s interests. Businesses can set a minimum budget based on the level of risk they can accept, measure results, and if performance is poor or not suitable, adjust immediately. It should be possible to optimize continuously. Most importantly, targeting must be selectable, because we are not selling to everyone. This is not like buying television media to build awareness among the mass market; when buying digital media, the people who should see it must be only our customers.
Long Term Traffic
This is considered one of the weaknesses of social media such as Facebook: you post once and then it goes quiet. For example, using celebrity influencers to post on the same day may indeed help create awareness, but it will be loud only for a short while and then disappear. Therefore, entrepreneurs must also consider long-term traffic, not just one-time activity but something that remains over the long term. Personally, he prefers blog writing more. It may not generate immediate widespread reach, but people will continue to visit over time. Businesses should also be cautious about “bad voice,” because most are more skilled at creating good voice for products. There must be a way to create a social voice that excites people and makes them want to try the product, using buzz creation to help drive sales.
Know How to Find “Partners”
Entrepreneurs today should not focus solely on selling products. They must know how to find partners, because sometimes even competitors can become partners. Alternatively, alliances may be formed with products that are close to one’s own. Find partners who already have a customer base and consider whether your product can use the same customer base. However, the existing customer base must still be maintained. Acquiring a new customer costs three times more than retaining an existing one. Therefore, generating revenue from the customer base you already have is the best approach.
Digital Is Not Just Marketing
Digital can do much more, such as helping recruit teams and improve work processes, because it does not end with digital marketing alone. For example, if you invest a certain amount, how much profit do you gain in return? Everything is part of the same overall picture.
Regarding Facebook’s reduction in reach, Mr. Tanapon emphasized that “social media” is important, but it is only one channel. Entrepreneurs therefore should not rely on this channel alone to sell products. They should use a variety of social media channels and accurately identify where their customers are. For example, Twitter may have fewer users, but if the customers are teenagers, it can still be very effective in reaching that group.
Micro Influencer – The New Rising Trend of Online Word-of-Mouth Strategy!
In an era when many people are spending heavily to hire influencers to write favorable reviews for products or services until consumers have become aware and reviews have lost credibility, “micro influencers” are reviews of products or services by real consumers. This is what consumers want because it is credible, like one friend recommending something to another, and it serves as a voice that conveys the brand to consumers. Mr. Anupong Chantorn, Managing Director of Alternate65 Co., Ltd., or REVU, advised entrepreneurs on how to use review platforms successfully as follows:
Objective Whatever campaign is created, we must have a clear “objective” regarding what we want them to do, for what purpose, and why this strategy is being used.
Personalize Content Once you ask for a review, trust the reviewer. Do not edit the content to fit exactly what the brand wants, because it will lose credibility and consumers will know immediately.
Call to Action There should be promotions such as giving vouchers or product samples for trial, and providing a code to be used as a discount on the next purchase.
Mr. Anupong further emphasized that a good review must be sincere, because consumers want to read reviews from actual users. At the same time, in content marketing, “keywords” are very important. Keywords must be accurate, and reviewers should always include keywords in their reviews because this helps with search engine searches such as Google and links users to the product. Supporting media should also be used to help as many people as possible find and read the review, such as reposting the review link or boosting the post. This will benefit the product. There is also a measurement system with daily statistics and daily reporting, allowing us to know whether a particular review performs well or not once it is published. At present, micro-influencers can also be further developed into a B2B channel for products.
YDM Thailand – THAILAND NO.1 DIGITAL MARKETING GROUP
Mind Set Entrepreneurs Need to Know for Digital Marketing!
Mr. Tanapon Subsomboon, founder and CEO of YDM Thailand Co., Ltd., who graduated directly in e-commerce and has more than 18 years of experience as an internet marketer in developing and managing leading brands—covering more than 400 brands with a combined value of over 8 billion baht—shared knowledge and perspectives for entrepreneurs interested in digital marketing at the seminar “Digital Marketing for Entrepreneur 2018,” organized by YDM Thailand and its affiliate ALT65. He stated that there is no fixed formula and no traditional framework for digital marketing, because each product requires a different way of thinking. The key principles of digital marketing that Thai entrepreneurs should understand are as follows:
Target Must Be Precise!
When selling products, not everyone is our customer. Entrepreneurs must know who their customers are, where they are, and be able to analyze them deeply to understand their patterns. The digital world is vast, so we must identify them clearly. Once we do, we must accurately understand what they think about our products or services and discover “why they need to buy.” Only then should we develop the framework for the plan further.
Copy Writing is Key
You must create content on your page or website (storytelling) that makes people say “wow” as soon as they open it. Customers should feel interested, excited by the content, and impressed from the very first visit. If they open a website and do not find anything interesting within three minutes, they will leave. Normally, customers prefer using images to attract attention, but he believes that good copy can attract people even more. VDO skills should also be added, because people now increasingly enjoy consuming video content, which can significantly enhance interest.
Buy Media That Can Track Sales and Select the Target
When buying media, businesses must choose the right media because there are now many digital media options. Whatever is purchased must be trackable; it should not be selected simply because many people can see it. It must be measured by sales performance—how much it actually sells. The data must be analyzable in depth and measurable, and only then is that media worth buying. It should not rely on demographics alone, because now targeting can go as far as the target’s interests. Businesses can set a minimum budget based on the level of risk they can accept, measure results, and if performance is poor or not suitable, adjust immediately. It should be possible to optimize continuously. Most importantly, targeting must be selectable, because we are not selling to everyone. This is not like buying television media to build awareness among the mass market; when buying digital media, the people who should see it must be only our customers.
Long Term Traffic
This is considered one of the weaknesses of social media such as Facebook: you post once and then it goes quiet. For example, using celebrity influencers to post on the same day may indeed help create awareness, but it will be loud only for a short while and then disappear. Therefore, entrepreneurs must also consider long-term traffic, not just one-time activity but something that remains over the long term. Personally, he prefers blog writing more. It may not generate immediate widespread reach, but people will continue to visit over time. Businesses should also be cautious about “bad voice,” because most are more skilled at creating good voice for products. There must be a way to create a social voice that excites people and makes them want to try the product, using buzz creation to help drive sales.
Know How to Find “Partners”
Entrepreneurs today should not focus solely on selling products. They must know how to find partners, because sometimes even competitors can become partners. Alternatively, alliances may be formed with products that are close to one’s own. Find partners who already have a customer base and consider whether your product can use the same customer base. However, the existing customer base must still be maintained. Acquiring a new customer costs three times more than retaining an existing one. Therefore, generating revenue from the customer base you already have is the best approach.
Digital Is Not Just Marketing
Digital can do much more, such as helping recruit teams and improve work processes, because it does not end with digital marketing alone. For example, if you invest a certain amount, how much profit do you gain in return? Everything is part of the same overall picture.
Regarding Facebook’s reduction in reach, Mr. Tanapon emphasized that “social media” is important, but it is only one channel. Entrepreneurs therefore should not rely on this channel alone to sell products. They should use a variety of social media channels and accurately identify where their customers are. For example, Twitter may have fewer users, but if the customers are teenagers, it can still be very effective in reaching that group.
Micro Influencer – The New Rising Trend of Online Word-of-Mouth Strategy!
In an era when many people are spending heavily to hire influencers to write favorable reviews for products or services until consumers have become aware and reviews have lost credibility, “micro influencers” are reviews of products or services by real consumers. This is what consumers want because it is credible, like one friend recommending something to another, and it serves as a voice that conveys the brand to consumers. Mr. Anupong Chantorn, Managing Director of Alternate65 Co., Ltd., or REVU, advised entrepreneurs on how to use review platforms successfully as follows:
Objective Whatever campaign is created, we must have a clear “objective” regarding what we want them to do, for what purpose, and why this strategy is being used.
Personalize Content Once you ask for a review, trust the reviewer. Do not edit the content to fit exactly what the brand wants, because it will lose credibility and consumers will know immediately.
Call to Action There should be promotions such as giving vouchers or product samples for trial, and providing a code to be used as a discount on the next purchase.
Mr. Anupong further emphasized that a good review must be sincere, because consumers want to read reviews from actual users. At the same time, in content marketing, “keywords” are very important. Keywords must be accurate, and reviewers should always include keywords in their reviews because this helps with search engine searches such as Google and links users to the product. Supporting media should also be used to help as many people as possible find and read the review, such as reposting the review link or boosting the post. This will benefit the product. There is also a measurement system with daily statistics and daily reporting, allowing us to know whether a particular review performs well or not once it is published. At present, micro-influencers can also be further developed into a B2B channel for products.
YDM Thailand – THAILAND NO.1 DIGITAL MARKETING GROUP
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