digital marketing


Digital marketing has taken a turn since 2020, expanding and growing into industries it hadn’t really touched before. Demand for digital tools like cloud computing and enterprise management software has increased. Marketing cloud software has never been more important. Growth and development in the cloud software industry have flown to the top of the list, with brands and companies clamouring for it to support their remote staff and clients.

In this issue of our Marketing Expert Series, we get to meet Elena Sanchez, Marketing Director for ASEAN at Infor. Join us as Elena shares her experiences and her passion for marketing in this truly motivating and inspirational issue of the Series!

Welcome to the Marketing Expert Series, Elena! It’s great to have you with us! Let’s start with the basics, tell us a bit about yourself! How did you get to where you are now? 

Thanks for inviting me!

About me in a couple of words: originally, I’m from Spain, I always have a big smile, and have strong values. I am a mother of two young kids so I run double or triple shifts!

When I was younger, I wanted to create “new things” so I became an Industrial Design Engineer. When I realized that engineers are normally stuck with plans and 3Ds I did a Masters in Marketing Management and started my marketing career in the lovely city of Valencia, Spain.

Then, Singapore…just happened! I was on a fun trip with friends through Asia and I felt in loved with the city so, a month later, I found myself a job… and it’s been almost 11 years!

Now I lead the ASEAN field marketing at Infor.

Cloud Marketing

What was it that attracted you to this line of work?

I am one of those people that really love what they do. I love marketing strategies, understanding the ‘why’ and the ‘how’ behind customer decisions and the beauty of tracking the intent through the sales cycle.

I love the art of testing and bringing the right content that will attract and convert through the right channels. I also love seeing how our customers improve their processes with our software and become brand advocates, that’s the best possible marketing you can do!

To me, in brief, marketing is the art of making the right impression on our customers’ minds so we can find, influence and win their trust to choose our products and stay with us.

The biggest reward for a marketeer like me is seeing our customers become more efficient and bringing that value to their own clients. That’s always the cherry that tops my cake every day.

Looking back at your career, it’s clear you have a lot of experience throughout the region across a variety of industries. Are there any specific experiences that believe helped shape your career?

Dozens of experiences shaped me into the person I am today.

Starting humble and grounded is a key one. My first job in Singapore was in a small local SI/Cloud Computing company. In this role, I learnt to be hands-on to the max and wear many hats, be versatile and work with a tiny budget. I was doing the end-to-end of the campaigns, from the strategy to the graphic design of digital campaigns – thank God, I had a design background! – to the managing of the platforms (google ads etc.) and data analysis.

I couldn’t afford fancy agencies, so I had to think “cheap” and creative and find partners with a budget! I even re-launched the company website and ended up coding meta-keywords, editing content and changing URL titles etc. myself. This truly paid off as most of our leads started coming inbound.

Later I joined the multinational world where I had more resources, proper marketing automation software, multiple stakeholders and teams that would support you and helpful agencies like 2Stallions that could help outsource and scale the campaign management.

In this environment I learnt to adapt and collaborate widely, it is a different ball game where communication is king to avoid siloed work.

Elena Sanchez - Marketing Cloud SoftwareCurrently, you are the Marketing Director for ASEAN at Infor. Can you tell us about Infor and what it is that the company does?

Infor is a multi-billion-dollar Cloud Software company. Our biggest value proposition is around the deep industry-specific design of our software as our Industry Cloud Suites are designed for the industry needs, so the majority of the functionality is there out of the box.

This fact, plus the ability to be truly on a multi-tenant AWS cloud – to save cost, upgrades, maintenance etc. – and combined with our elite customer support makes us a powerful software option in those industries we play in.

Infor is a massive, multinational company with offices all over the world and thousands of employees and customers. What is it like to be a Marketing Director at Infor?

Even if the company is big, you tend to work with the same 50+ regular people. It is a matter of good communication horizontally and vertically while orchestrating the show.

The culture is one of the big pillars for Infor, people here are nice and friendly and my team is just SIMPLY AMAZING! Super-efficient, pro-active and with a big sense of accountancy. I have a lot of love for each of them.

Only one thing to confess, I am a very social person so one of the skills I had to develop through the years in the multi-national environment was to control my long chit-chatting, sometimes you can’t possibly get the job done if you don’t focus and cut to the point.

Does the company’s size impact the way you develop your strategies?

Yes, it certainly does.

Bigger companies usually mean bigger budgets, bigger policies, more tools, stricter brand guidelines and messaging, bigger targets, more reporting, and a longer approval process.

All this impacts the campaign strategy and the timelines to put a campaign to market.

Now, COVID-19 – I’d be remiss if I didn’t ask how it has affected Infor? Has there been a change in demand for your services?

Every problem comes with an opportunity! For example, Supply chain software is in high demand, COVID has caused disruption in logistics globally. Companies had to deal with peaks on demand for certain products, source other materials and products etc. and certainly not all companies were able to cope with changes in demand patterns, track and trace their products through the chain or forecast as needed.

On the other hand, this tiny virus has caused quite a lot of damage in many of our targeted sectors and hence, many of our customers put their IT budgets for software on hold.

However, Infor is still growing despite the pandemic and we are seeing a big shift to “cloud” software. Many companies struggled to provide remote work-from-home work as they were not on the cloud before, or had no way to access it if not in their offices.

How has the pandemic impacted your marketing strategies?

We shifted to 100% digital, what else could we do? We had no other choice than to think digital and think creatively.

All those beautiful fun events in Thailand and elsewhere were converted to sitting in front of laptops at home. No packing and flight needed but also no afterparty with wine mingling with the customers. I never thought of running a large event 100% online, but it is possible! Even virtual wine tasting is possible too!

Where do you see the region as a whole going due to the impact of COVID-19, any lasting B2B trends you think the industry will show as a result of the pandemic?

In my view, 2022 will be a “more normal” year and some trends will continue:

  • Hybrid events with virtual and in person options.
  • Hybrid work arrangements to allow people to work partially or even totally from home as a default.
  • Also, more trust on employees working from home. Previous miss-conception of “work from home” is not efficient.
  • More cloud-based applications, less on-premises software.
  • Possibly some companies will reconsider the amount of travel they used to do and reduce it.


Elena Sanchez - Marketing Cloud Software

What about you, when this pandemic is over, what’s next?

  1. Party!!!!! big hugs and large catch ups.
  2. First stop: Spain to see the family.
  3. Make a bucket list of trips to do, get rid of my mask and continue smiling

Any advice you’d give to young and aspiring marketers? 

Recipe for success: listen to your audience, research your key competitors, dare to be different and add a pinch of creativity and lots of love. Test it out and make sure you know how to measure success, run pilot campaigns and scale up what works, analyze results and try again.

Most importantly: enjoy what you are doing and never stop learning!

Thank you for sharing your experiences and insights with us, Elena! How can people connect with you if they’d like to know more about you or Infor?

People are welcome to email me at


The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.



The medical industry is a complicated sector, now more so than ever before. It’s an industry many of us have taken for granted for many years, and it comes with many different facets. When we visit a doctor or go to the hospital, most of us don’t even think about the compliance and credentials that the workers in this industry have to obtain before they can go into practice, we drop in to get the remedy for what ails us and then we’re on our way again. The truth is that the world of medical compliance and accreditation is complex, and takes special understanding to navigate.

MedTrainer is a company that delivers educational and credentialing tools to help support the healthcare market, and leading their marketing efforts is Evan Fehler, Senior Director of Marketing. Join us for this issue of the Marketing Expert Series as Evan explains some of the ins and outs of this fascinating industry.

Hello, Evan! I’m very excited to have you join us for this issue of the Marketing Expert Series! Let’s start with the basics, please tell us a bit about who you are and how you got to where you are now. 

Hi everyone, thanks for having me. 

I got lucky getting into marketing. I was always more of a business owner than a marketer, and a friend of mine helped me get a job on a marketing team in a product owner/GM type of role. My background was leading people and building businesses. 

Marketing turned out to be a great fit.

Currently, you’re the Senior Director of Marketing at MedTrainer. Can you tell us about MedTrainer and what it does?

MedTrainer was founded in 2013 to deliver affordable learning, compliance tools, credentialing, and accreditation support to the healthcare market all in one platform. In 2015, we launched the first iteration and quickly became a success primarily through word of mouth. 

Today, MedTrainer has over 2,500 customers representing over 15,000 healthcare locations and supports over 300,000 healthcare professionals. We maintain a blend of technology and human-assisted support which has led to something unique in the software industry.

Our goal at Medtrainer is to make healthcare compliance easy. We do this by simplifying 3 core areas: learning, credentialing, and compliance tools. This ranges from training to accreditation, incident reporting, and so much more. 

For example, we offer medical eLearning that helps medical and support staff maintain the education requirements placed upon those who work in the industry. As you can imagine, compliance and accreditation requirements can change from time to time, and, as a result, it can be tricky to stay on top of it. 

Aside from education, we also help our clients with their credentialing process and maintain their regulatory compliances. To do this, we offer different software based on our platform.

And what does a Senior Director of Marketing role look like at MedTrainer? Are there specific channels or strategies that you use to raise awareness about the work that MedTrainer does?

I oversee the marketing team and strategy development. To me, marketing is simple: the better aligned you are with sales the more likely you are at being successful in supporting them which is our #1 goal. 

On the whole, I like to say healthcare is 10 years behind when it comes to marketing and sales strategies; one step ahead of government. My team and I focus on bringing modern marketing tactics to a slow-to-adopt industry.

I imagine that MedTrainer is earning its stripes at the moment, so to speak. How has the global pandemic affected your marketing strategies? 

Healthcare has stayed busy but the industry focus hasn’t necessarily been on compliance software. As a whole we want to stay relevant and helpful to the market so when the time comes that they are ready to buy, MedTrainer is who they will go with.

Do you foresee any lasting trends for the industry that you will need to navigate as a digital marketer in the future?

Marketing used to be a game of ‘how do you catch people that were ready to buy’. That’s table stakes now. Nowadays, marketing has become a game of ‘how do you build your brand’. In today’s game, it’s important to have brand recognition and make what you do clear so that when your audience is ready to buy you’ve already won the race.

Before you joined MedTrainer, you were Director of Digital Marketing at SmartRecruiters, a company aimed at helping companies recruit the best talent – it’s a very different industry from what you are in now. Was it a tricky transition?

SmartRecruiters was very enterprise-focused whereas MedTrainer is very SMB/MM focused and we are beginning the transition to the enterprise. The strategies, operations, and daily activities are very different between the two. Fortunately, before SmartRecruiters, I came from Nextiva which was SMB/MM focused as well, which helped this transition immensely.

You also do some digital marketing consulting. It’s something we’re seeing more and more, with many digital marketers opting to share their knowledge outside their primary company – from your own experience, why do you think that this is the case?

As I mentioned before, catching people in the market for your software is table stakes – the minimum – and yet there are a lot of companies who don’t have the skillset to set that up. There’s a big opportunity for all demand marketers to take advantage of consulting opportunities, and I highly recommend it.

Any advice you’d give to young and aspiring marketers or entrepreneurs? 

Get closer with the sales teams. Be a business owner. Be a learner, steal everyone else’s best ideas.

The secret to getting promoted is driving results and having clear career development conversations with your boss. State your goal and ask what it will take to get there. This is the part that most people miss. After that, it’s just about delivering results.

Thanks for taking part in this Series, Evan, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

Thank you! You can connect with me on LinkedIn.

A lot of digital marketers seem to find their way into their specialties because of some discovered passion for the field, either early on in their education or later in their careers. As we’ve seen throughout the Marketing Expert Series so far, digital marketers come in all shapes, sizes, and many different backgrounds. It takes all kinds of experiences and approaches to make a difference in the world of digital these days, and it’s that variety and passion for innovation that makes digital marketers such fascinating individuals.

To emphasize that very point and joining us for this week’s issue of the Marketing Expert Series, is Shun Di Lim, Content Manager for Hewlett Packard Asia Pacific. Join us as Shun Di talks about how her digital marketer’s journey came when someone took a leap of faith, and take a peek into the world of digital marketing for a high-flying brand like HP.

Hi, Shun Di! I’m very excited to have you join us for this issue of the Marketing Expert Series! Thank you! Let’s get warmed up. Can you tell us a bit about who you are and how you got to where you are now? 

Having been an avid gamer since young, an IT degree was a natural choice for me to pursue; I was fantasizing about a career in the gaming industry! In my final semester at Monash University, I met my first boss, Datuk Tim Garland, Director of TBWA Malaysia. Datuk Tim was on the judging panel for a business case presentation competition in which I took second place. That’s when I took a leap of faith into the world of advertising and marketing for the next 5 years. 

Currently, I am with Hewlett Packard (HP) as a Content Manager, Asia Pacific based in Kuala Lumpur, Malaysia.

You’ve been in and around the world of digital for many years – really since the start of your career. What drew you to this line of work? 

I was extremely fortunate to have a boss who took a chance on me. He believed in me and gave me freedom and opportunity to pitch ideas. He let me dabble in digital marketing on my own, strategising, branding, and analytics for various clients. To upskill my knowledge, I completed Facebook and Google certifications. 

After three and a half years with TBWA, I was head-hunted to join other agencies, where I was presented with opportunities to gain an understanding of a holistic approach to digital marketing, adding performance marketing to my portfolio. 

Clearly, you have a passion for digital – marketing, websites, performance, advertising – you have experienced the full scope of what the digital world has to offer. Is there any facet you are more passionate about over others?

This is a hard question to answer! Can I say all of them? 

Having experienced multiple facets of digital marketing, I am able to understand the intricacies and insights that connect one facet to another, resulting in a more polished outcome.

With the ever changing and evolving world of technology and social media, one has to be constantly kept abreast of the latest, especially with performance marketing and SEO, to get the best bang-for-buck or pivot to ensure impactful campaigns.

Currently, you are the Content Manager, Asia Pacific at HP. What is it like to manage content for such a widely recognized brand?

I joined HP at a very exciting time, growing our online store – HP Store – and establishing our brand throughout Asia. My role is to develop content strategies with a team of designers, writers, and developers, aimed at creating user-friendly gateways to our online stores. 

I really enjoy the process of analysing competitor positioning and laying out content on a landing page to increase traffic and average time on site. The most satisfying part is when all our hard work is rewarded through conversions for the store. 

I like the challenge in producing positive results for an already recognised brand, and strategising for multiple customer segments.

You landed this role at HP in 2020, when COVID-19 interfered with many lives and companies. What is it like, to enter a brand new job during a pandemic? 

I was enjoying my stint as a Digital Marketing and Performance Manager with a Muslim travel and tours agency for a year when COVID-19 hit and I lost my job. 

Fortunately, digital marketing is even more relevant during the pandemic and I am  grateful to have landed a job with HP in a short span of time. Like a duck to water, I quickly eased into the Content Manager role and am currently enjoying both job satisfaction and the great company culture. 

Do you have any suggestions or advice for other job seekers who might be having a hard time finding employment during these uncertain times?

Stay hungry and curious. Every interview is an opportunity to learn how to sell yourself, your experience to a prospective employer. Upskill yourself and get certified. Learn something outside your job scope, outside your comfort zone.

Lastly, always remember: When one door closes, another opens. 

Has COVID-19 impacted your work and the strategies you’ve had to use to overcome the challenges?

The nature of my work with a global computer organisation and its ePlatform had no negative impact. The team is constantly in touch via Teams, Zoom, and email. Working from home is a plus, no need to wake up early and rush through heavy traffic to and from work.

Are there any digital trends that have come out during the pandemic that you think we need to think about for the future?

Companies could get used to the idea of a remote workforce, especially those with a digital-centric business model. Good thing Zoom existed well before the pandemic, hence working from home and communication was made almost seamless. 

What about when, finally, this pandemic is over  – any big plans for you?

Travel, travel, and travel! I can’t wait to embrace the wanderlust and explore different countries and cultures. Also, to reconnect with friends socially in person.

Any advice you’d give to young and aspiring marketers or entrepreneurs? 

Advertising is a great place to build your experience but brace yourselves, working hours could be long and the work is hard. 

Always follow your heart. If you have a passion, make that your career then your job won’t feel like just a job. 

Thanks for taking part in this Series, Shun Di, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

Hit me up at LinkedIn or by email!

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

Have you ever mistaken social media listening and social media monitoring as the same thing? The truth is, the two are not the same, the former is the action taken after the latter.

Social monitoring is simply looking at social media channels. You do this to keep tabs on your brand mentions, monitor engagement rate and check relevant hashtags or industry trends.

Social listening, on the other hand, looks beyond the data. It is the process of pulling insights from those social mentions and customer conversations to identify room for improvement and take action.

If you’re only monitoring, you’re probably missing out on crucial insight about your brand. Incorporate the human side of data into your marketing strategy to grow your company and become an industry leader.

More About Social Listening

Social media generates countless business opportunities—and social listening can help you unravel them. This process allows you to understand what people think about your brand, their problems or needs, how they compare you to the competition, and the similar information.

The main thing to remember is that social listening involves monitoring. It analyses the information gathered and the mood behind the data to help you with many different aspects of your business, including:

  • Boost customer engagement
  • Manage PR crises on social media
  • Track your competitors’ marketing activities
  • Identify influencers and brand ambassadors
  • Improve your social media sales funnel
  • Stay ahead of trends and the competition

Social Listening Glossary

As with other disciplines, social media listening is full of marketing terms and jargon that can become overwhelming, especially for new marketers. 

At 2Stallions, we’re well aware that translating the marketing lingo can be tricky, so we’re here to help decipher the code so you not only understand but can learn the language for yourself. Here are some basics to get you started:

Brand Authority, also known as company reputation, refers to how the audience perceives a brand. Several factors can influence authority, including content, active online presence, and engagement over social media.

Brand Awareness describes how recognisable a business is to its customers. It involves remembering the brand’s name, its expertise in the field, customer service quality, products or services, and so on.

Brand Health takes brand authority and awareness a step further. It is a metric that determines how strong a company is and how true the brand in delivering its promises to customers.

Brand Monitoring is the process of tracking various channels to gain insights about the company, its products, brand mentions, and anything connected to the business.

Click-through rate (CTR) is the ratio of the number of users who click on a specific link or call-to-action. Businesses use this to measure the success of a social media advertising campaign.

Communication Channels refers to the platforms used to engage and reach out to potential and existing customers. It consists of the brand’s official website, blog, and social media profiles (i.e., Facebook, Twitter, Instagram, etc.).

Consumer Insights are the interpretation of customer data, behaviours, and feedback. They help businesses understand their customers’ expectations, improve customer service, and devise new marketing strategies.

Crisis Monitoring is a series of actions performed to prepare for and prevent damages when a company faces issues.

Dark Social describes the invisible social shares that happen through untraceable or private communication channels, such as messenger, email, and text messages.

Engagement refers to the activities that the audience take on social media to communicate with a brand. Examples of such are likes and favourites, comments, DMs, replies, shares and retweets, clicks, and mentions.

An influencer is a person with a large follower base on social media because of his or her authority and knowledge in a specific industry.

Keywords are the words that describe best what you want to find on social media platforms and the web.

Reach tells how many unique viewers or social media users have seen a piece of content (i.e., blog, video, etc.).

Share of Voice (SOV) is a term borrowed from traditional media, which refers to the number of times a brand is mentioned on the web and social media.

Social Media Mining is the process of extracting data from user-generated content on social media sites and mobile apps. Businesses use this to find patterns and trends that can get them a competitive advantage.

Social Mention refers to name-dropping a person or brand on social media. It can either be positive or negative and can share a public perception of a brand.

Social Selling is a strategy that uses social media platforms to establish rapport with prospective customers.

Social Sentiment describes the emotions behind social media. It is expressed through posts or comments on social networks, such as Facebook, Instagram, Twitter, Reddit, LinkedIn, and more.

Why Use Social Media Listening

Creating a solid listening strategy will help your business in many ways. It lets you connect with your audience, foresee and avoid disasters, monitor your competitors, find your tribe, discover new sales leads, and make your brand stand out.

1. Engage Customers

It is a rule of thumb for businesses to listen to what people say on social media channels. Thanks to social listening tools, tracking and gathering online mentions has become a lot easier.

By analysing brand mentions or online discussions, marketers can engage with customers and respond to queries immediately.

For example, a customer mentioned your brand on her social media post to raise an issue about your product. This instance allows you to address the concern. You can either reply directly to the post, share a tweet or FB post that clears out the misunderstanding, or do both.

Think of it as a long-term marketing strategy. If you keep your customers in the loop and interact with them, you encourage them and more people to trust your brand and take action.

2. Manage PR Crises

A positive social sentiment makes customer engagement easy to achieve. So what happens when people put your business in a negative light? Simple. The engagement also goes down.

It is good to be aware of any malicious content, spiteful social media users, and other negative mentions that could undermine your brand. And, social media listening can also help with that.

For example, you can create an alert “notify if more than 200 negative posts circulate on social media in any given hour.”

Fake news and negative word-of-mouth can spread like wildfire on social media. With this crisis management solution, you can control potential crises and prevent a PR nightmare from happening.

3. Track Competitors

Monitoring your competitors is never a bad thing. It helps you identify the trends in your industry, check out similar products, and gain better knowledge about customer preferences, among other benefits.

And the best part? You can reveal their weaknesses and create better solutions that cater to the audience’s needs.

Such things are now easy to pull off thanks to social listening. The process lets you collect competitors’ data from social platforms and forums and find trends or useful insights.

Whether you want to know what events your competitions held or are holding, how attendees feel about the event, what type of content appeals to most people, and the like, social media can provide you with an answer.

Get meaningful insights and data out of online conversations and brand mentions. This strategy will never fail in making your name or products more attractive than your rivals.

4. Identify Influencers

Online personalities or content creators in social media, like YouTube, Facebook, and Instagram are now influencing consumer’s choices, hence the term influencer marketing.

Because of their engaging content and the trust they built with their following base, online audiences see them as opinion leaders and value their thoughts, product recommendations, and so on.

In fact, most people found influencers more realistic, more authentic, and easier to relate to than celebrities. No wonder more and more businesses partner with influencers to increase brand awareness, boost organic traffic and engagement, and generate sales.

If you’ve not engaged with an influencer before, social media listening can help you get started. This marketing process will help you gain insights into who are the important people to connect with, so you can establish a partnership with your natural brand advocates and look for opportunities to collaborate.  

5. Discover Sales Leads

Social listening also plays a significant role in discovering new sales leads. Once your online mentions are gathered and filtered, you can find the right audience and reach out to them.

Decoding your brand mentions allows you to join discussions as they happen, address the online public’s concerns, provide timely solutions, and most importantly—develop relationships with potential customers.

As the old business saying goes, “People do not like to be sold, but love to buy.” Customers hate being sold to right away. They want to feel in control of their purchasing decisions rather than having someone else tell them what to do.

This is where social media mining comes in handy. Such a process makes social media listening more effective as it helps uncover hidden patterns and trends from social media platforms.

When you understand people’s sentiments, you can nurture customer relationships and create an effective social selling strategy.

6. Improve Brand Image

As discussed, social listening does not focus alone on metrics or data analytics. Instead, it deciphers the sentiment behind every bit of data.

The fact that social media listening is two-fold means that it can help in establishing a powerful brand identity.

It provides an unbiased evaluation of audience preferences and needs, which can help in the following:

  • drive customer engagement;
  • develop lasting relationships;
  • learning trends for improvement;
  • managing online brand reputation;
  • optimising communication activities;
  • establishing a position in the industry

How to Get Started with Social Media Listening

Now that you know how following and interpreting social media conversation help your business thrive, let us look at the steps to creating a winning social listening strategy.

1. Define Your Goals

The first step in the process is to define your goals. Be clear on what you want to get out of social media listening.

Setting a goal will help plan all of your efforts going forward. It jumpstarts the whole strategy as it lets you choose the topics, brand terms, interactions, and keywords to monitor on social media platforms.

Here are a few goals that you could build your strategy around:

  • Drive website traffic
  • Manage your brand reputation
  • Understand your consumers better
  • Increase engagement with your audience
  • Create relevant content for your target audience
  • Gain more followers and retain your existing customers

2. Determine Channels to Monitor

Once you have your goals set, determine what social media channels you like to monitor. This next step informs you whether your goals are achievable on the platforms that your audience use.

For example, your goal is to drive more website traffic. Facebook and Twitter are the best platforms for this because they allow users to post links, unlike Instagram.

It helps to audit first each social media app or site. Know where most of your audience hang out and where they interact with your brand. In this way, you can keep a laser focus on social listening initiatives.

3. Choose The Right Tools

It is crucial to pick a social media listening tool that will enable you to discover your social media mentions, regardless of your company size or level of competition.       

Below are some factors to consider when choosing a social listening tool:  

  • Business needs. Check whether the tool meets your business needs—be it PR and marketing, customer service, security and compliance, customer research.
  • Pricing models. While “free” is a popular price point, free-trial tools provide limited functionality. It is better to opt for fee-based offerings that can best accommodate your needs.
  • User management. How many people will use the tool? Can people use the platform simultaneously? These are a few user-related questions that you should keep in mind before sealing a deal with a social listening tool vendor.
  • Software/ Tool features. Look at the tool’s features and compatibility. Does it have a single dashboard? Can it analyse a whole range of metrics, such as trending themes, media exposure, social sentiment, and share of voice? Questions like these can help you decide on selecting the right social listening software for your business.
  • Flexibility. A platform that allows integration with existing tools (i.e., Google Analytics, Hootsuite, etc.) is a must-have. It enables you to incorporate social media listening seamlessly into your business strategy and allows you to share reports with everyone.

4. Create Action Plans

The last step to creating a social media listening strategy is taking action. Use the insights you gathered in mapping out a series of activities that can help you achieve your goals.

For example, your primary aim is to improve your brand image. There are two things that you must do. First, make sure to respond to complaints and questions quickly. Second, take time to acknowledge and reply to positive mentions.

Bonus: The Best Tools for Social Listening

Keeping tabs across social media channels requires a great deal of time and effort. Thankfully, several tools can make social media monitoring more manageable.

Here is a list of social listening tools that you can use as reference:

  1. Awario
  2. BrandWatch
  3. BuzzSumo
  5. Hootsuite
  6. Keyhole
  7. Mention
  8. Oktopost
  9. Sprout Social
  10. Tailwind

The Takeaway

As more people turn to social media for product information and business research, the need for monitoring your social media channels increases.

It is indeed impossible to read the minds of your followers or customers. Thanks to social listening, you can now understand the mood behind their social activities. This process gives you access to what people are saying about your brand, industry, or even your competitors.

So, if you have not tried incorporating social media listening into your business strategy, now is the time to jump on the bandwagon.

2Stallions can help you get started, establish a better relationship with your target audience, and never miss a relevant conversation about your brand. Contact us today to learn more.

A digital maturity model (DMM) is a structural framework that companies use to see where they stand in their digital maturity. Most digitally-savvy companies will be aware of a DMM and may understand their place in it, but many struggle to use the model to help them plan their future. To fully understand how a digital maturity model can benefit your company, it’s important to grasp how they work.

What is the Digital Maturity Model?

One of the most common DMMs you encounter when researching them, is the Google and Boston Consulting Group version. These two entities collaborated to build the model which consists of four stages, in this case: Nascent, Emerging, Connected, and Multi-Moment. This model showcases the basics of DMMs – the skeletal structure if you will. Companies often have their own versions, with different names but essentially all DMMs follow the same concepts: 

  • At least 4 phases of digital maturity ranging from ‘beginner to master’ levels. These phases, or stages, come with requisites, digital tools or skills that a company employs at certain stages, that dictate the digital maturity. The names of the stages vary from company to company, so don’t get distracted by the titles. What the Google-Boston model calls ‘Nascent’ others may call ‘Starter’ (at 2Stallions Digital we call it the ‘Basic’ stage).

  • The universal truth of a DMMs is that it plots effectiveness versus efficiency. The aim is to optimize both effectiveness and efficiency, with the last ‘phase’ providing perpetual, lifetime value. Different companies may set different definitions or standards for each stage depending on their business goals.

Why do you need a Digital Maturity Model?

As we mentioned, a digital maturity model is a framework that helps map and guide your company towards a digitally successful future with potential limitless opportunities. Without know where your digital maturity currently stands, it becomes difficult to plot your course to digital maturity. Data shows that a focus on improving digital maturity improves efficiency and effectiveness of marketing and business success.

Essentially, think of a digital maturity model as the roadmap that guides your company through its own digital transformation.

The future is digital. If the global pandemic of the 2020s teaches us anything it’s that digital transformation is not only inevitable, it’s also necessary for company growth and long term survival. Digital transformation drives new business opportunities and operational efficiencies that were previously bottlenecked by traditional systems and processes. With the rise of digital technology, organizations are  able to easily redefine the way they operate, but all that depends on the what stage of digital maturity you are in. Enter the digital maturity model!

How can you use the Digital Maturity Model to Drive Business Growth?

A digital maturity model lays out  priorities and goals needed to achieve the next stage of digital maturity. So where do you start? The first thing is to understand where your company is currently at – is it just beginning its digital transformation, already further into its journey, or close to achieving full digitization? Depending on where you are in your digital transformation journey, that’s where you start with your digital maturity model.

A digital transformation comes with significant opportunities and threats, and it impacts every industry. Increasing digital and online connectivity allows companies to improve their entire business, improving internal cohesion, customer relations, and sales and marketing strategies. 

Depending on what stage you’re in, you can use the DMM to set objectives, targets, and define the strategies and tactics you need to get there. To use our DMM as an example, if we would find that you’re at the ‘Ad Hoc’ stage, where you’re running online ads but need to improve the ROI (return on investment) or perhaps you have a social media presence but aren’t seeing any engagement.

The stage’s name ‘Ad Hoc’ indicates that you might be reacting to developments rather than proactively planning out the strategies to drive them. Working towards the next stage would include the development of a consolidated strategy based on your business needs and objectives. Each stage comes with its own targets and its own direction, aimed at reaching the next stage. 

Final Thoughts

Every business needs a roadmap to get to where it wants to go. With the inevitability of a digital transformation lying in wait for every company, it’s vital that your business learns where it stands in its digital maturity and where it wants to go. Mapping the journey and following the plan it lays out is the biggest strength of having a DMM tailored to your needs. 

Of course, it helps to have a guide on the journey, just to help you navigate. That’s where we at 2Stallions Digital Marketing Agency can help you! We’ve got a decade of experience helping our clients grow their businesses by leveraging digital performance marketing. 

Education is a vital aspect of modern society. Young people learn to navigate the diverse world around them, and grow their social skills during their educational journeys. Education, of course, takes different forms – homeschooling, private tuition, public schools, higher education like universities, etc – but they all have one thing in common: they are all striving to help build a better society through our youth.

Higher education marketing is a role that many of us will have encountered at some point in our lives, whether subconsciously or obviously. Physical flyers or digital advertisements have at all drawn our attention to different educational opportunities. In this issue of the Marketing Expert Series, we delve into the complex and fascinating world of marketing in the higher education industry. Join us as we speak with Ooi Lay Tin, Head of Marketing & Sales at the International University of Malaya-Wales in Kuala Lumpur. With her vast wealth of knowledge, Lay Tin talks in depth about her diverse experience in the industry and her outlook of its future.

Welcome to the Marketing Expert Series, Lay Tin, thank you for coming onboard. Let’s kick off with a little background, can you tell us a bit about yourself? How did you get to where you are now? 

During my school days in Penang and my uni days in Kuala Lumpur, I was an introvert. I also bloomed late in my career. For a time I worked in the publishing and the retail industry – all very much people-based lines of work. Since then, I have been in the private higher  education industry for some 29 years. 

The demands of a customer-facing and business development role, and adapting to constant change, moulded me into more of an extrovert in my work. I enjoy learning and solving problems. Somehow I never liked standardised operational or compliance work. In marketing, sales, business development, and communications no two days are the same. These areas are always evolving and are even more challenging to navigate in difficult times.

What was it that first attracted you to this work? 

It all started with an opportunity to join an enterprising Malaysia education group (MBf Education Group) and work with the president. The internal Management Development Programme allowed me to move into areas I showed an affinity for.  

At an international marketing conference, a topic on the “Importance of Branding Strategy” really spoke to me. I even did my MBA dissertation on it!  Afterwards, all my bosses gave me opportunities in different roles to help their organisations grow.

Looking back now, I realise that my underlying interest was in writing and communicating, meeting many new people, while further developing myself.

Currently, you’re the Head of Marketing and Sales at the International University of Malaya-Wales (IUMW). It seems like such a unique combination – Malaysia and Wales – can you tell us a bit about IUMW? 

Yes, I am back in an organisation that has links or roots close to my heart. I am a proud alumna of University Malaya. 

IUMW is owned by two prestigious universities – University of Malaya and the University of Wales, UK. Set up 8 years ago, it provides affordable study for students in Malaysia and more than 40 other countries. We offer programmes at the foundation or pre-university level to MBA, DBA and PhD. 

The University is special because of its Dual Awards programmes. When students graduate, they receive 2 certifications, one from IUMW and one from the University of Wales Trinity Saint David (UWTSD) in the UK.

Dual Awards programmes also provide a valuable opportunity for students to experience global education by spending a semester abroad at UWTSD in the UK.

What is it like to shape the marketing strategy of a university like IUMW? 

While there are similarities, each university I’ve worked at has its own organisational culture, is at a different product lifecycle stage, and attracts a slightly different market segment. The market strategy depends on differentiation, specialisation, segmentation and positioning. 

Being young, IUMW has a much flatter and leaner structure. With its reputation and management,  the academic quality is very much governed by the University of Malaya, a highly ranked university internationally and the oldest university in Malaysia. 

This year, we looked for modest growth by increasing sales of existing programmes and introducing new online programmes. We are also growing distribution channels using student recruitment agents and direct digital marketing efforts, competitive pricing, and partnerships. Our efforts using omnichannel marketing focus on the highest return initiatives. 

For 2021, it’s about enhancing student experiences and rebuilding consumer confidence in online and blended learning.

Do you think that we will continue to see a growth in the online and blended learning opportunities in Malaysia and South East Asia even after the pandemic is over?

Students need to study and follow well-structured lesson plans so that they can graduate on time. With the uncertainties and the dynamic changes of the last year, institutions are blending online and face-to-face learning. This entails combining online seminars and tutorials with face-to-face delivery prioritised for workshops, and studio and practical laboratory work.

We expect growth; both students and lecturers find this blended method of learning viable. The downsides, however, include lack of social interaction, limited collaborative learning,  and the need for more preparation and adjustment time.

The review of pedagogy (approach to learning), learning design, curricula and assessments  to meet the needs of the future generations and global  competitiveness of the education industry will need a lot of effort.

Before joining IUMW, you worked as the Deputy Director of Marketing at Monash University Malaysia, and before that you were at Taylor’s University College, ACCA and at the International Medical University. You clearly have an affinity for marketing in the education sector. What is it about this industry that drew you to it? 

I’m thankful to have led marketing at 5 top education brands, contributing my ideas, and sometimes even shaping structure at each institution.

Somehow opportunities were always there for me as a higher education marketer and I do like a people or service-related job. At IMU, I worked alongside professors of medicine, dentistry, pharmacy and nursing. These super smart yet humble colleagues inspired me. It’s like they say: everyone you meet knows something you don’t. I spent days talking to students and parents about study opportunities in Malaysia and abroad. We shared countless real-life experiences and stories with them. The end goal is to make someone else’s life better. 

Can you give us some insight into your time at Monash and Taylor’s? What was it like? Is IUMW very different?

Private higher education is very competitive and the Ministry of Higher Education strictly regulates it. Taylor’s was always on-the-go and would invest a lot to have top-of-mind recall. It had large marketing budgets and produced amazing work, they still do it today. It was a place determined to be a trendsetter.

It was a privilege to work for Monash. Working with such a strong global brand, I got noticed and was even invited to events as a panel speaker at marketing conferences. I worked with the CMOs in Australia and was involved in brand refresh, brand reputation projects, research positioning, and digital transformation projects. The scale of marketing campaign projects aimed at global audiences amazed me. The ‘Monash – Change it” campaign, for example, focused on research initiatives to bring real positive impact to communities. (For these projects, I worked with Ms Margot Burke and Mr Fabian Marrone, CMOs of Monash University in Australia).

In IUMW, my aim is to help in talent development, team upskilling, spearhead the digital marketing direction, and using resources effectively and efficiently.  Exploring the huge Malay student market is an interesting new project. With the changing customer landscape, my team and I spend time to finetune our customer lookalike audiences and customer personas. We also work with industry and brand names that want to collaborate more with universities.

In every organisation, I have worked with incredible people – colleagues in Malaysia and abroad and  mentors who have become personal friends. It is truly a satisfying industry to be in.

What is the best part of your role? Is there a specific thing you enjoy most about your work?

In a way, it’s about getting visibility. Business viability rests on a strong and visible brand and annual student growth. With this knowledge and the skills I’ve learned, I can go places; I feel that I am seen and heard.

I enjoy working with many different people and learning from them. I like helping academic researchers profile themselves and their outstanding research. I feel relevant when it comes to digital transformation, especially in brand building and key market outreach. There’s so much to learn and I enjoy sharing results with like-minded people from the sales and marketing fields. 

Recently, however, I feel that it’s much more about doing something meaningful for younger people. For example, I feel like we should be working with Student Councils and youth leaders of clubs and societies.

Universities have been under a lot of pressure during the pandemic. How have you and IUMW worked to overcome any obstacles or challenges you’ve had to face this crisis?

When the COVID-19 situation hit universities in March 2020, our priority was the health and safety of our students and staff. Communication and messaging played a key role in this area. 

We also sought the help of our parent universities since we needed to accelerate our digital teaching readiness. Today, we use a plethora of tools such as Google Classroom, Open Learning, Zoom, Discord, and Labster (Science) to deliver the lessons. 

On the marketing front, my team sets up virtual open days and exhibitions, runs live chats and FB sessions, hosts webinars, and responds quickly to our customers. I am grateful to have a team that can work outside the normal office hours; for example, when we reached out to interests from the Middle East markets in the virtual education exhibition. 

What about for you, personally, when this pandemic is over, what’s next for you?

I have yet to see many more exotic places and experience new cultures. Travelling within the country and to other new places abroad such as Scandinavia is on my agenda. Meanwhile, I have earned certifications for coaching and mentoring. I’ve also successfully completed the certification to be an HRDF trainer. 

There is still so much I can offer.  I would like to help SMEs (small-medium enterprises)  set up sales and marketing functions. Help them  build a talent pool, set KPIs, integrate and streamline key processes, that sort of thing.

Now, your career and your many successes are inspiring to women everywhere. I understand that you’ve done some work to help advocate for women entering more C-level, leadership roles. Could you share something about that with us? Why is it so important for women to be part of the leadership fabric?

Women improve the company’s performance and gender-diverse teams have higher sales and profits (Gallup). Having women in leadership roles can bring some balance to male-dominated industries. My contribution would be in the area of ‘brand visibility’. I am glad to assist many female academic staff tell their research-related stories. I also enjoy helping them get noticed by upper management, and be able to compete for and win grants or funding for their projects.

Now is an exciting time for women. We are strong and capable and we need to support one another by acknowledging achievements and encouraging each other.

My colleagues and I look forward to helping  young students and student leaders increase their confidence and unlock their potential. 

Any advice you’d give to young and aspiring marketers, particularly those with an eye for the education sector? 

After all these years, it’s truly a blessing to be in the private higher education sector. It helped me guide my own children in their educational journey and they are making good progress in their respective careers.

All experiences are individual, and for me, it would be to have a love for learning and keep company with knowledge workers. Be curious and have the ability to communicate well with a wide variety of stakeholders, from your customers (students and parents, alumni), corporate colleagues, media agencies, to the rest of the academic  community. We need to emphasize interpersonal skills and learning to sustain conversations. 

The decision to pursue a higher education degree or postgraduate degree requires a lot of research, thought, budgeting or financial commitments, as well as some soul searching for the intended career pathways. A young marketers planning to build a career in this specialised area of marketing should:

  1. Enjoy working with people and be customer-centric or customer focussed. You will have to create campaigns that appeal to the emotions of students and their parents. You don’t work on your own so you need the support of the academic team.
  2. You must be digital savvy. Understand the purpose of your campaigns, and know which need investment: video marketing, podcasts, social media campaigns, website development, Google search, etc.
  3. You should enjoy creative work and  engaging with your target audience. You should also know that you must deliver the right message and outcomes (lower cost per lead, conversion rates, etc).
  4. You can grow in this industry if you are someone who loves to learn and isn’t afraid to  ask “why?” or “how?”.

Things to consider for career growth for young people in this sector:

  1. The international education, distance learning, and virtual learning market are expanding. Aspiring marketers will find lots of opportunities to learn, contribute and to grow. Foreign universities are always looking for talents in Malaysia and the South East Asian markets.
  2. Learn finance and analytics to understand the student enrolment numbers and to help you make business decisions. 
  3. As a staff benefit, most  institutions offer full or partial scholarships for you to continue your postgraduate studies. We look for staff with open mindsets, seeking to do more.

It’s been a great pleasure and privilege to learn more about you and your very impressive career, Lay Tin, thank you for sharing your experiences. How can people connect with you if they’d like to know more about you?

I am quite active on LinkedIn and use it as a learning and engagement tool with people around the globe. I am also active on Instagram @ooilaytin which I use to showcase my home cooked food and travel experiences.

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

When marketers launch their careers, the engineering industry isn’t usually the first to jump to mind. Yet it’s this industry that builds the infrastructure that we take for granted – roads, bridges, apartment blocks, houses; without the engineering equipment, the world as we know it simply wouldn’t exist. With the spread of COVID-19 in 2020, the engineering industry has had to undergo a digital transformation to overcome the challenges presented by the pandemic.

Join us in this issue of the Marketing Expert Series as we talk with one of the most experienced marketing professionals in the South-East Asian engineering industry. Mei Huang Loh is the head of marketing for the industrial equipment division of Konecranes APAC. With more than fifteen years of experience, Mei Huang entered the engineering industry by accident, finding a niche for which she developed not only a passion but a keen interest in marketing industrial equipment.

Welcome, Mei Huang! Excited for you to join us on this issue of the Marketing Expert Series. Let’s start with something easy. Tell us a bit about yourself! How did you get to where you are today?

Based in Malaysia, I am currently leading the marketing for the industrial equipment division of Konecranes in the APAC region. Before being appointed to the role, for four years I was the regional marketing manager of MHE-Demag (a member of the Konecranes Group) for Southeast Asia, Australia and Taiwan. I have been in marketing for 15 years, since 2005. Starting with zero marketing knowledge and skills, I was fortunate to have great marketing and career mentors at different stages of my career. Without their generous guidance and opportunities given, I would not be where I am today. 

You’ve been working as a marketer in the engineering and construction sector for quite some time now. Was there something that attracted you to this industry in particular?

I did not choose this industry in the beginning. It was a job opportunity with Monier Malaysia (Lafarge Roofing back then) referred by a friend. I took a four-hour bus ride, went for the interview, got the job, and returned home by bus on the same day. This marketing role then led me to BlueScope and AkzoNobel, which are also related to the construction and building material industries. 

Back then marketing in the engineering and construction sectors was limited to B2B marketing, which I would say less interesting compared to F&B, beauty, and other FMCG marketing. However, times are different now. I personally think there is no boundary between B2B and B2C marketing. A CEO of a development company browses Facebook every day, a director of an engineering consultant uses Instagram too, so when doing strategic marketing, why should we define our target audience as B2B or B2C? 

The most interesting thing with marketing in engineering-related businesses is that there is so much more to do because our marketing is not as advanced and vibrant as the consumer industry yet. Introducing a new way of marketing and ensuring it works in supporting the business growth keeps me excited and motivated. 

Another interesting factor is the people. It is very fulfilling to grow marketers in the engineering industry and equip them with relevant digital marketing knowledge and skills. The appreciation received from my coworker is another reason why I love this industry. Little did they know, I’m only paying it forward, just like how my bosses guided me in the past. 

Now, I have to ask, how does one go about marketing large equipment like cranes or diggers? 

In the past, marketing for large equipment, specifically engineering equipment like cranes and diggers, mainly involved in the “conventional” way of marketing such as exhibitions, brochures, billboards, etc. While these methods still work to a certain extent, digital transformation and digital marketing introduce new mechanisms, new tools, new processes and so on to the way we do marketing now. Webinars, live demo, e-commerce, mobile apps, you name it. 10 years ago who would have thought we could sell excavators or demonstrate crane maintenance services on Facebook live? Nobody expected to rent a wheel loader via a webshop too. And it actually works. 

On top of the tools and platforms, data analytics also play an important role in increasing the effectiveness of our marketing initiatives. There are fewer trials and errors, the accuracy of data helps us to offer the right solution to the right audience via the most effective channels. 

At the moment, of course, you’re with Konecranes, leading marketing initiatives. Can you tell us about the work Konecranes does? 

“Lifting Businesses™” is not just a beautiful slogan but a mission that everyone at Konecranes truly believes in. We have real-time knowledge of how millions of lifting devices perform, and we use this knowledge, around the clock, to make our customers’ operations safer and more productive.

The business is divided into three business areas, Service, Port Solutions and Industrial Equipment, where I am attached. 

Konecranes Industrial Equipment provides an extensive range of industrial cranes, from components and light duty applications to demanding process use and solutions – serving general manufacturing and various process industries. We are the world’s largest supplier of industrial cranes and wire rope hoists and a technology leader with digital controls, software and automation. serving a broad range of customers including manufacturing and process industries, shipyards, ports and terminals.

With the acquisition of MHE-Demag in January 2020, the Industrial Equipment portfolio is now expanded, especially in Southeast Asia. On top of cranes and hoist, we engineer, manufacture and maintain a comprehensive range of warehousing equipment such as lift trucks and dock levellers, aerial work platforms, building maintenance units for safe working at heights, compact construction, as well as automated car parking systems. 

Now, officially, you’ve only been with Konecranes since November 2020. Before that you were working as the Regional Marketing Manager for SEA, Australia and Taiwan at MHE-Demag, which I understand is a member of the Konecranes Group? What was the experience like, shifting within the same company group?

Cultural difference was the first thing I experienced when Konecranes acquired MHE-Demag in January 2020. Headquartered in Singapore, MHE-Demag operated almost like a family enterprise which is completely different if compared to Konecranes, a public listed global company with headquarter in Hyvinkää, Finland. However, we are lucky to have a group of Integration Management Team consisting of colleagues from both the legacies who lead the integration processes and change management in a professional way. My boss always talks about stages of change. I must say the whole structure and the leadership help us to move on from the denial stage fast and effectively. 

Before taking up the new role of APAC marketing, I was heavily involved in the integration projects, so the transition was quite smooth. The biggest difference is I now have a bigger product portfolio and more responsibilities. The fundamental of marketing remains unchanged. 

Is there something you enjoy most about your work in the sector or at Konecranes in particular?

Interestingly the integration that gave me culture shock also became the reason I enjoy working in Konecranes. It enables me to meet new colleagues from various backgrounds and functions. I like meeting new friends and hearing their work and life stories, which certainly open my mind and enable me to see things from new perspectives. 

As a successful global business, there are many things I learned in Konecranes including new technology, new tools, new processes, way of doing business, resources management, etc. What better way to understand a business than to be part of it? New knowledge is also acquired by learning and working with new colleagues who have different skill sets and experiences, which are valuable to the business.

It’s clear that the sector you work in has been impacted by the pandemic, how have you and Konecranes worked to overcome the challenges presented by COVID-19?

It is not easy. Everyone in the company plays a role and puts in tremendous effort in the area of their responsibilities to ensure “business as usual”, and “usual” means adapting to the new norm. One of the examples is the lockdown in many countries that prevented our sales team from meeting their customers. Activities such as seminars, roadshows, exhibitions, test drives, demonstrations, launches, training, etc. can no longer be conducted in ways they used to be done. Thanks to management with the foresight to invest in digitization and digital marketing, our processes, platforms and tools were put to good use during the pandemic.

What impressed me the most is how fast the employees accepted and coped with the change. Webinars, Facebook live, campaigns that incorporate social distancing, etc, our employees did their best to reduce the business impact by ensuring our products and services to customers are not affected. In some countries, our e-commerce business improves significantly during the pandemic. 

One thing the pandemic did was transform the way many industries and individuals think about their online presence. How do you see marketing evolving as a result of these difficult times? What do you think will be the biggest impacts faced by B2B and B2C companies in the region?

Customer acquisition, customer retention and value creation remain the basics of marketing. Speed to market gives a business a competitive edge over their competition. On top of technology, material planning, after-sales service and a few more key areas, businesses cannot run away from digitisation and digital marketing. Sadly, many still do not see the importance or are confused between the two. I have met people who told me they do digital marketing for their businesses, and what they meant is by registering a Facebook account and LinkedIn account for their companies. 

Digitalisation and digital marketing are new to many of us, including myself. Companies should start investing in these two if they have not done so, and most importantly, get the right people to lead and to execute the much-needed change. 

How about when the pandemic is finally behind us and we can safely go into the ‘new normal’, do you have any big plans?

Travelling and scuba diving! 

I don’t think we will ever go back to the old days but yes, we can always adapt to the “new normal”. The pandemic has changed the lives of many and “online” is another new norm that we are now used to, and is proven effective and efficient in many areas. The business will continue to grow with the right people, strategy, products, processes, etc. However, when we are back to the new norm, what I want to do the most is to connect with people, face to face. As much as we try, technology can never replace human touch. As a marketer, I want to create opportunities for people to get connected, in a fun and safe way.

Any advice you’d give to young and aspiring marketers, particularly those with an interest in engineering or construction? 

Marketing in the engineering or construction industry may not be as glamorous as beauty, F&B, or entertainment industries, but it is people from this industry who built the houses we live in, the roads in our neighborhood, the train we took, etc. I personally find marketing in the engineering industry meaningful, not only because it lifts businesses like the Konecranes mission wants, it improves the lives of many.

If you are keen to do marketing for engineering, never let the “industry norm” or the old-timers like me stop your creativity. Work in a company and with a boss who allows your imagination to run wild and turn your creativity into reality. 

Thanks for taking part in this Series, Mei, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you

Feel free to connect with me on LinkedIn!

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

People now search the web for products and services, make online purchases, and transact with e-retailers. Since customers have gone digital, companies should create digital customer experiences too. 

The new market reality encourages businesses to step-up their marketing initiatives and take advantage of the digital media (i.e., website, Facebook, YouTube, etc.). Otherwise, they would lose their customers and revenues to more digitally savvy competitors.

What Is Digital Customer Experience

As the name suggests, digital customer experience (DCX) refers to the customer touchpoints while interacting with a brand online. It involves a series of actions, including information search, evaluation of alternatives, product inquiry, and most importantly—purchase.

The approach to DCX is different from traditional CX. In brick-and-mortar shops, the store’s ambience, customer service quality, security concerns, product display, and many other factors can influence customer satisfaction.

In the virtual space, there are several factors affect customers’ experience and buying decisions. These include website aesthetics and speed, mobile responsiveness, ease of navigation, language, information quality, and so on.

Digitized customer experience matters now more than ever before, especially considering the increase of in-home media consumption due to the coronavirus outbreak. People spend longer on social media and computers, listen to more streaming services, and watch or upload content on YouTube.

For these reasons, businesses should build a digital customer experience strategy to foster a satisfied online customer base.

Why Is It Important to Digitize Customers’ Experiences?

1. More Customers Are Going Digital

Customers adapt to and grow with technological advancements and market trends. They learn and embrace such things, not because of the fear of missing out (FOMO) but because they want to satisfy their needs.

Take Internet commerce as an example. Most people now find online shopping more convenient than in-store shopping. The steady rise of mobile apps and eCommerce websites has also made it easier for customers to shop for anything they want without leaving their homes.

According to UPS Pulse of the Online Shopper Study, consumers in the U.S., Europe, Mexico and Brazil have the highest satisfaction with their overall shopping experience. Online shoppers use a single channel like desktop or laptop, tablet and smartphone, or a combination of each.

The study also reported that smartphone users in Asia have the highest percentage of online purchases on their smartphones (37%) and using their smartphones for research (84%), compared to shoppers in other regions.

These research findings suggest that consumers prefer time-saving, no sales pressure, convenient, not to mention discreet shopping method. Shoppers are also getting smarter with their purchasing decisions, so if businesses fail to meet their expectations, chances are the business will not be able to regain the customer’s trust or loyalty.

If building an eCommerce website is not possible, many other digital platforms can come to the rescue. Facebook, for example, offers a great way to promote a brand and interact with customers. Users can also launch ad campaigns in this social media app to propel their marketing efforts and drive sales.

2. Digital Channels Uncover Customer Insights

In today’s digital era, customers will experience less brick and more click. The absence of human touch, however, is not a bad thing—it is the other way around.

While digital marketing channels lack face-to-face human contact and interaction, they allow companies to interpret sets of customer data easier than other traditional media.

Web performance, for example, can be measured by using analytics tools like Google Analytics (GA). Through this web analytics tool, marketers can examine website activities and understand customers’ behaviours.

Here are a few digital metrics for websites that businesses should take advantage of to create a positive digital customer experience:

  • Traffic: the total number of site or page visits in a given time.
  • Page View: the total number of pages viewed; it includes repeated views of a single page.
  • Unique Page Views: the number of visitors who have viewed a specific page at least once during a visit.
  • Average time on Page: the average amount of time users spend viewing a specific page or screen or set of pages or screens.
  • Bounce Rate: the percentage of single-page visits or the number of visits in which people left your website from the same page they visited

Google Analytics provides insights on the above metrics. The tool can tell what path site visitors or users take, how long they stay on a specific web page, what actions they take during the visit, and more.

3. Tailor Products or Services to Individual Users

Digital transformation is not solely about technology. It is about one’s ability to harness technology’s power in creating individualized customer experiences.

When businesses decide to integrate digital technology into their business operations, it becomes easier to address each phase of the customer journey. The advances in data collection and analysis allow marketers to implement personalized approaches tailored to customer’s specific needs.

Personalization is crucial in delivering a meaningful overall digital customer experience. It is the finishing touch to secure sales and generate brand loyalty. In fact, many studies have proven the link between personalization and customer satisfaction—and Gladly’s Customer Expectations Report is one of them.

Below are the other customer insights from the report:

  • 61% of the respondents feel that brands treat them as case numbers—not as people.
  • 75% of customers are more likely to purchase if given personalized recommendations.
  • Social media customer service chat messaging has increased by over 6% since 2017, and email has decreased by 18%.

These figures indicate that customer service and content personalization are marketing game-changers. Brands should tailor engagement across digital channels to earn and build customer loyalty.

Bonus: Tips for Digitizing Customer Experience

1. Combine Digital and Human Elements

Virtual customer assistants (VCAs) like chatbots are becoming increasingly popular in the digital landscape. These messenger bots can automate customers’ inquiries and enable personalized interactions.

H&M is an excellent example of a company that combined digital and human elements successfully. The multinational clothing-retail company used a chatbot to provide users with a mix of user-focused technology and highly-personalized human connection.

H&M, chatbot, men's clothing, messenger, chat

2. Provide Personalized Content

Thanks to digital analytics, it is easy to create a content plan that addresses customers’ interests and buying habits. By looking at the available data, businesses can share content pieces—be they landing pages, social media posts, blogs, newsletters, and infographics—that speak to them.

3. Optimize Mobile User Experience

Mobile usage statistics vary per study, but one thing is clear—the global mobile population is ever-changing and increasing. People around the world own smartphones and use them for a variety of things, including shopping.

Businesses should make use of this insight and focus on improving customer experiences on mobile. Some of the ways that can help them optimize mobile user experience include:

  • Keep layouts simple
  • Use easy-to-read text
  • Aim for a responsive web design
  • Use faster-loading image formats
  • Improve the search feature in the app

Final Thoughts

As the world becomes increasingly digital, the need for pairing digital tech with a solid marketing strategy also increases. Brands should treat customers’ online journey as a critical aspect and find ways to deliver optimum digital customer experience.

If you are thinking about developing a digital transformation strategy, 2Stallions can help lay the foundation so you can make the most out of digitization. We offer the right mix of digital marketing services, including search engine optimization, social media marketing, content marketing, and more.

Get in touch with us today to find out how you can further and improve all your digital marketing efforts. 

Digital marketing and thought leadership go hand in hand. With the recent rise in key opinion leader (KOL) marketing, personal branding has become even more important to successfully dominating the thought leadership arena. This issue of the Marketing Expert Series introduces us to one of the most prolific advocates of digital marketing and personal branding in Malaysia. Nowrid Amin discovered a passion for digital marketing and turned it into a successful career, choosing to share his knowledge and expertise with those around him. Currently the Head of Digital Marketing for Juwai IQI, Nowrid is also extremely active in the marketing community, speaking at numerous conferences and running several workshops every year. 

Join us as Nowrid takes us through his passion for digital marketing and vast knowledge of personal branding. Learn why he believes it’s so important to help pass on knowledge, and how he has managed to lead his team to great successes, despite the Covid-19 crises of 2020.

Welcome, Nowrid! Happy to have you with us for this next issue of Marketing Expert Series! Let’s get the ball rolling with an easy question. Can you tell us a bit about yourself? How did you get to where you are now? 

Hello, thanks for inviting me! Pleasure to be here. 

I am a passionate Digital Marketer who loves everything about digital marketing. Currently, I am working in Juwai IQI as the Head of Digital Marketing. I love and enjoy public speaking, and have attended more than 50 conferences as a speaker, including Tedx Talk. Besides that, I am a freelance digital marketing trainer and have trained more than 10,000 people so far.

Were you always interested in digital marketing, or did it grow on you?

My love for digital marketing started after I read a book called ‘Purple Cow’ by Seth Godin in 2011. He is my marketing guru. I then explored more on it, and read more books about marketing. However, implementing what I learned into real life was challenging because of the language barrier. Most of the books I read are from US or European business perspectives, and I was working in Bangladesh during that period of time. 

In 2014, I found out about digital marketing and realized that it is something AMAZING. Implementing and measuring the performance of digital marketing is universal. The targeting, marketing spend and operation were all very exciting to me. As a result of my newfound passion, I left my well-settled job and joined a startup in 2015 to learn more and further execute it in real life. From there, my journey has never stopped.

Currently,  you’re the Head of Digital Marketing for Juwai-IQI. Can you tell us more about IQI and the work that you do there? 

Sure! Currently, I am working as the Head of Digital Marketing in Juwai IQI, leading the digital marketing team in Malaysia, Canada and China which consists of a team of 22 people. My core job is to manage my team, and to set the strategy and direction to ensure a strong digital presence. Optimizing existing resources and usage of marketing budgets is something I need to take care of as well.

Juwai IQI spends 80% of its budget on digital marketing. When we are talking about digital marketing, it covers operations for: Facebook marketing, Instagram ads, Linkedin marketing, SEO, blog writing, and video production. All this and more, we implement it ourselves using our internal resources.

And on that note, I would like to add that the marketing team has made a significant impact to grow the business in 2020 for Juwai IQI. We brought in more than 320% increase in website traffic and business leads from our paid ads, and optimized our ad cost up to 50%. I believe that we are among the few companies who not only hit the target in 2020 successfully, but also excelled in performance despite the Covid-19 crisis.

Back in 2019, I first ran into you at an Inbound Marketing Masterclass hosted by Hubspot and Launchpad in Kuala Lumpur, where you gave an in-depth talk about using LinkedIn. You’re very active in the digital marketing community, online and offline – can you tell us more about these activities? What drives you to do them?

I told you, anything about digital marketing or content creation just gets me excited!

Why am I massively active in the digital marketing community? This is because of the two challenges I faced when I first came to Malaysia from Bangladesh. I was keen to learn about digital marketing. Firstly, not everyone is the expert or practitioner they claim to be to the public. Secondly, people who are actually the real deal may not be willing to spend time or give any information for free. Malaysia is a country where people are keen to learn about new skills and want to listen to you, if you can offer them added-value. 

I saw this window of opportunity and seized it. I know that I have the expertise and if I want people to listen to me, I have to offer good value for FREE. I did just that, and I got an overwhelming response! Following that perspective, I decided to assist people in digital marketing with free content. To do that, nothing can be better than LinkedIn. 

LinkedIn not only helps you to connect with industry leaders, but also allows you to consume content from industry practitioners. Most importantly, you can share your voice there and make an impact in society. You can probably tell that Linkedin is something very close to my heart, that’s because LinkedIn made me what I am today. 

You’re certainly a strong advocate for teaching digital marketing. What is it like, working with – most often – younger people looking to break into the marketing and communications world nowadays?

I have been working in Malaysia for the last 5 years and let me tell you something, the young generation here is immensely talented. They don’t stop! They are hungry to learn new things and keep improving themselves. They are finishing their Bachelors or even a Masters degrees, and they are still going for professional training and online courses! Impressive. 

Most of my team is aged between 22 to 26. Honestly speaking, when I was 26 I had no clue what to do with my life and career. These very people are the ones playing vital roles, taking care of different projects, and making it happen. Most importantly, they are not afraid to grow!

If you ask me to highlight one of their most promising key aspects, it’s speed. They are blazing fast and know how to take up responsibilities.

I’ve heard you speak on the importance of personal branding and what it can do for anyone, even a non-marketer, why the focus on personal branding?

If you would like to grow yourself or your business, personal branding is key. In 2020, people didn’t want to believe what companies were saying. People are interested in people; what they do, where they travel, where they eat, etc. If people are paying attention to you or are interested in knowing about you, they will eventually find out about your work and business. If you can influence your followers, it can make a great impact on your business. This is the reason social media stories, influencer or key opinion leader (KOL) marketing are getting more popular.

We all know digital marketing now is no longer a choice, it is a must. The same thing is happening with personal branding and KOL marketing as well.

Some people ask me: how can I become a KOL? My answer is that personal branding is your first step. The steps for creating a personal brand? It’s simple. Discover your passion, find your niche, create content out of your passion, find the platform to share your content, be consistent, and connect with people. Boom. You just kick started your journey to become a KOL.

Now, COVID-19 – the topic on everyone’s mind this last year. WIth lockdowns and movement control orders in Malaysia driving everyone a little crazy, has it had any impact on your work at all – either as a digital marketing influencer or at IQI?

I think Covid-19 has brought change to the way we used to think and how we live our lives. For most, Covid-19 sounds negative, but I try to see it in a positive light. Come to think of it, Covid-19 actually exposed us. Exposed us to the fact that we know what we need to do, but we are still not doing it. However, if you are someone who can adapt to change, be agile, complain less and focus on working, you can surely survive in this tough time.

With regards to my job and workplace, Covid-19 has definitely made an impact on everyone, as we have never experienced anything like this before. However, we adapted to it very quickly and as a team, we have sold more units in 2020 than in 2019. My team has even achieved exciting improvements in times like this, with them being a part of a conference as a speaker or a trainer in a workshop.

We can go anywhere with digital and technology, and we never tried to use its best elements before Covid-19 hit us. 

And when, finally, this pandemic is behind us – what’s next for you?

This pandemic made us all feel one thing for sure, and that is that you have one life, literally one. There may not even be a tomorrow, we shouldn’t waste it by over thinking, dwelling, or complaining.

I am so excited about 2021 for so many reasons. I am officially launching #IamSocial, my very own platform. It will be for youths! They can enjoy free training, write blogs, share their ideas and also be a part of different global events. I am also excited as I am now promoted as the Head of Digital Marketing in Juwai IQI. From now on, I will take care of the digital marketing operations for a few other countries alongside Malaysia, Canada and China.

Aside from this, I am also excited to see how business will evolve, and to make our youths ready to be active in business and grow during and after this tough time. 

Any advice you’d give to young and aspiring marketers specialists? 

Don’t chase or do something just to please others, or to get social media engagement. Put in real work. As a trainer, I found out recently that people go crazy to get certificates from sessions, or focus too much on CGPA while not actually interested to learn in class. So focus on what you need to grow, personally and professionally. No one cares about certificates or CGPA if you cannot explain your learning in an interview, or it cannot reflect in your work.

Learn from the right source, improve your knowledge and implement your learning in your work. Look at how you can make an impact with your learning. Your work can make a difference, not the amount of certificates.

Thanks for spending some time with us, Nowrid! How can people connect with you if they’d like to know more about you?

Thank you as well. Anyone can connect with me on Linkedin or Instagram. On Linkedin, you will find me as Nowrid Amin and on Instagram you will find me as nowrid. 

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

Welcome back to the Marketing Expert Series! In this issue we venture into the fields and minds of some of the most important people on Earth: our agricultural experts. Most of us do not give much thought to how the agricultural industry works, and how they have adapted to the changes in technologies and consumer trends. Who among us has stopped to think about how the agricultural industry has adopted new technology to improve the quality, quantity, and sustainability of the food that ends up on our tables.

Meet Avinash Deshmukh, Vice President for Marketing for BASF Asia Pacific, a man not only passionate about the agricultural industry but also about humanity. Well-traveled, vastly experienced, Avinash has worked in agriculture for most of his life, and takes us on a fascinating journey of digital transformation and adaptation in an industry that we really should all be paying more attention to. 

Disclaimer: The views expressed below are personal and should NOT be interpreted as BASF views, although several references have been made to BASF.

Welcome, Avinash, it’s great to have you on our Marketing Expert Series. To get started, can you tell us a bit about yourself? How did you end up in your current role? 

While growing up in Mumbai, India, I visited my uncle’s farm every year during the summer vacation. This led me to study agriculture and has become both a passion and my life over the years. 

I am grateful for the  opportunities in my life, which has taken me around the world – circa 10 years in the UK while also working across Europe, around another 10 years in the USA, followed by 6 years in Germany, and now 4 years in Singapore looking after Asia-Pacific marketing. 

In agricultural business, I meet many farmers and associated colleagues. I’ve visited places that you tend not to find in the ‘Top 100 Must-Visit Tourist Places’ and I enjoy every bit of it. I have met farmers who farm more than 10,000ha and farmers who farm less than 1.  I find amazing similarities in all their passion for food production and their feet-on-the-ground approach. 

On a personal side, my wife’s support has been the most critical success factor in living around the world, travelling +50% of the time and bringing up our son in so many different places. Currently, my son is pursuing his PhD in Astrophysics in Germany and I am hoping that he will contribute to agriculture in the Space 😊.

Was there something that first drew you to marketing? Was it something you always wanted to do?

I started my career with a passion for agriculture and a strong desire to work internationally. Flexibility, attitude, and respect for humanity have been my key companions in this journey. I’ve been a salesperson, logistic coordinator, regulatory affairs manager, product manager, commercial (export) manager, strategic manager, a leader, helping M&A etc. I never looked at any of these roles as being less important than others. I don’t even have a formal MBA in marketing, and my MBA was achieved over 30+ years interacting with farmers, professionals, colleagues in real life across various roles & with differing responsibilities.

At the moment you work with BASF Asia Pacific, what kind of work does BASF do? 

We create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility contributing to the success of our customers in nearly all sectors and almost every country in the world. 

Our portfolio is organized into six segments: chemicals, materials, industrial solutions, surface technologies, nutrition & care, and agricultural solutions. I work for the Agricultural Solutions segment where we firmly believe that farming is the biggest job on Earth – and it’s getting bigger and more complex. The challenge is to give our growing population access to enough healthy, affordable food, while reducing its impact on the environment for future generations. At BASF, we not only take up this challenge but also aspire to  lead the way forward for agriculture by finding the right balance for success – for farmers, for agriculture, and for future generations. 

To sum up in 6 words: “The Right Balance For Better Yield”.

Is there something in particular you enjoy most about your role at BASF?

Several things actually, but to name just a few: 

First and foremost, the people-oriented culture & creative working atmosphere.

Secondly, the diversity of businesses, people and cultures throughout the organization.

And lastly, for me personally, the unmatched opportunity to interact, learn from and contribute to the farmers, professionals, and colleagues who ensure there is enough food on our table.

When I first approached you about joining this Series, you mentioned that agriculture is the latest frontier being disrupted by digitization. What’s it like working in the agriculture industry as a marketer? 

We could talk about this for hours. Digitization is changing the world at a much faster pace, especially with the COVID-19 situation. Although we use digitization as a generic term, I want to focus on three areas: automation, outreach, and convenience. 

Agriculture has always been people’s business and will stay that way, but the way we do business is changing. 

Examples of automation in the industry include GPS-guided farm machinery allowing precision sowing/seeding,  harvesting, etc.. Machine learning and algorithms are also helping provide prognoses and solutions for future problems, while computing allows us to access and record farm data.

In terms of outreach: traditionally, a new product training or piece of information was disseminated through face-to-face meetings. This method is time-consuming and less efficient. Today we can reach an audience of 50,000+ in one go through online platforms. 

With regards to convenience, many farmers can now buy and sell their produce at a click of a button. They can spray their crops using drones – making the operation both faster and safer for the operator. BASF has recently announced a joint venture with Bosch in the field of smart seeders and smart sprayer technologies. Additionally, through BASF’s Xarvio digital platform, we are already helping thousands of farmers identify crop-specific problems and solutions – all through a simple app on the smartphone.

Agriculture is undergoing tremendous changes this decade as many genius minds and organizations are focusing on this sector. Personally, I believe that all these changes will contribute to sustainable agriculture that we will all be proud of.

Has being involved with agriculture impacted your marketing style in any way?

Absolutely. I deal with farmers, channel partners, and professionals who live either on the farm, usually in rural places and small villages. There are many special  traits of the farming community. For example, this is the only community that consistently sees sunrise every day. In my travels many of my meetings have started at 6am. Also, farmers buy everything retail but sell their produce wholesale. And lastly, farming is still the most unpredictable, largest scale operation in the world that is totally at the mercy of mother nature – you can not control rain, shine, wind, hail, cold, hot…… I can go on 😊.

Having worked with this community over the years makes me appreciate their challenges, contribution, and needs. BASF is a trusted brand all over the world for that very reason, because every employee is in it to find that right balance.

Now, with the COVID-19 pandemic, has there been any strain on the industry? Have you had to adapt your marketing strategy to any changes?

Fortunately, agriculture is one of the least affected industries because food production is the basic need. That said, the industry has suffered from supply delays or additional freight costs, shortages, volatility in currency rates, trade barriers, low commodity prices etc. Closure of restaurants, public places, and state boundaries has affected demand for fruits, vegetables and perishables. I am confident, however, that the resilient farming community is overcoming these pressures.

For us, not being able to meet our customers face-to-face has been the most important challenge. We are adapting our interactions to online platforms, virtual trial tours, permissible small face-to-face meetings, and various other means. Digital Marketing has become extremely important, especially content creation. So we are adapting our digital marketing outreach. For example, BASF Agricultural Products has one of the largest Facebook follower communities in Asian agricultural markets.

What about for you, personally, when this pandemic is over, what’s next for you?

Well, first and foremost, I would like to see my family and friends face to face. Then I will take as much time as required to connect with the farming community “in person” and fill my lungs with farm air – honestly, I miss it. The majority of the food is and will be produced on the farm for the foreseeable future and I cannot wait to get out there to find that right balance for success – for farmers, for agriculture, and for future generations.

Any advice you’d give to young and aspiring marketers? 

I would not call it advice, but rather a sharing of what has worked for me. 

Flexibility, attitude, and respect for humanity have been my key companions in this journey. In any business, it is important to identify and resolve the pain points of the customer, and/or to create a new “wow” experience. It is vitally important that the marketed product meets the value propositions assured by an organization. Always remember that customers will ultimately figure out the authenticity of your product/service promise.

There will be rapid changes all around us but as long as you have a big heart, open mind and a strong character,  you will always come out better.

Thank you, Avinash, for sharing these insights and experiences. How can people connect with you if they’d like to know more?

You can always reach me at +65 8139 6153 either by phone or WhatsApp, or they can always email me at

The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s marketing presence, get in touch with us today, and find out how you can optimize your digital marketing strategies.


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