Ad
Ad
Ad
Tag

digital strategy

Browsing

When chasing audience engagement and building customer satisfaction and loyalty, content marketing plays a key role. Content marketing is the act of using content to attract and retain customers. It’s any media that can be used to create awareness about a product, service, or event.

The goal of content marketing is to create valuable and compelling information so that people will keep coming back for more. The easiest way for marketers to do this is by creating blog posts, infographics, videos, podcasts, etc. Content marketers want their content to be informative and interesting or entertaining enough that people will want more of it.

Why Content Marketing is the Most Important Skill for Marketers

In the age of digital marketing, content marketing has become a significant factor in many marketing strategies. The long-term success of a company hinges on its ability to produce and distribute high-quality content that resonates with customers. In recent years, marketers have started to recognise the importance of content. They have begun embracing content marketing as a means of targeting their customers and driving sales.

Key Content Marketing Skills:

  1. Understand customer behaviour: Marketers should have a good understanding of what customers want and how they behave in order to create effective content that will resonate with their target audience.
  2. Storytelling: Good storytelling is what makes a marketing message memorable. It’s the art of telling a brand’s story in an interesting way that will resonate with the audience.

Developing a Successful and Sustainable Content Marketing Strategy

Content marketing works hand-in-hand with integrated marketing – a marketing approach that takes into account the customer’s journey and touchpoints.

Integrated marketing is more than advertising across multiple channels; it integrates all aspects of communication (i.e., advertising, public relations, events, web design and social media) to create a cohesive customer experience. 

When developing a content marketing strategy, take the integrated approach.   Convey a clear, unified branded message to drive higher customer engagement on your company’s products or services. Also, keep in mind that your four P’s of content marketing – Purpose, People, Placement, and Promotion – should work together in an integrated marketing campaign.

Marketing’s Four P’s and Their Role in Your Content Marketing Strategy

The four P’s provide a solid foundation for your content marketing strategy. They serve as the building blocks for creating content that’s relevant, valuable, and engaging. 

Purpose

What’s the purpose of this piece of content? What goals are you trying to achieve? The purpose of content is to provide value to your audience. When you’re creating content, ask yourself “what am I trying to accomplish with this piece?” If you’re trying to make your audience laugh, for example, then you’ll want to create humour. If you want your audience to get more engaged with the brand, then focus on a call-to-action or build awareness about your brand.

People

People are the most important part of content marketing. Without people, there would be no need for content. So, it’s crucial to know who your target audience is and what you’re trying to reach with your content.

There are many different types of people in our world today and each type of person has their own interests and needs. Suppose your business sells vegan products. Your target audience will be individuals who want to eat healthier or people who have dietary restrictions. If you run a business that sells athletic equipment, then your target audience will be those who want to improve their health or those who are athletes themselves.

Placement

The placement of your content is another critical aspect to look at. If it’s being used for a social media campaign, it needs to be distributed on the appropriate channels. For example, if the content is about how to make an omelette, post it on social media channels that are popular with foodies and those interested in cooking.

Promotion

How are you going to promote your content? Promotion is essential to make sure your content gets the attention it deserves. In general, there are two main types of content promotion: organic and paid. Organic promotion includes submitting your content to directories like Hacker News, Reddit, Quora or Facebook Groups while paid promotion includes services like sponsored tweets on Twitter, LinkedIn, or Facebook.

Key Elements of a Successful Content Marketing Strategy

A good content marketing strategy is a mix of various content types, such as blog posts, videos, infographics, and webinars. Remember that content marketing isn’t only about writing content, but also about distributing the content across your website and social media profiles.

  1. The strategy should be tailored and varied.

    For example, if the content is for a company website then it should be geared towards attracting potential customers. If it’s for an email marketing campaign, it should seek to build relationships with current customers. Content should be tailored to the purpose it serves and varied so that it does not bore consumers.
     
  2. The strategy should be executable and achievable.

    Every content marketing strategy needs to be achievable – setting objectives that are too far out of reach will only cause stress and frustration in the long run. It’s important to set targets that are doable and achievable will boost productivity and morale.
  3. The strategy should be continuous and never stop.

    Your content marketing strategy should not be time-limited like regular marketing campaigns. Aim for ongoing engagement, instead, it should be ongoing and sustainable, so that your potential clients feel that they can trust your company at all times.

Best Practices for a Successful Content Marketing Strategy

1. Know your audience and their need for information.

The more you know about your audience, the better able you will be to provide them with what they want. This means that you must do some research on who’s reading your blog or website. 

You should also understand what types of articles they like and don’t like. Your content needs to be useful and applicable to your readers. If you write something that doesn’t interest anyone, no one will read it.

2. Create a plan and think about the message you want to deliver

Before you start writing, come up with a clear idea of what you want to say. Think about why you’re writing and what you hope to achieve from your content.

You’ll never get anywhere if you don’t start somewhere. Start by brainstorming ideas for your first draft. Don’t worry about grammar or spelling at this point; just focus on getting your thoughts down on paper. A good way to start is to write down ideas that come to you in an ‘Idea Bank’. 

3. Focus on quality content and not quantity

Quality content is the key to success online. While blogs with low-quality content can get quickly shared and become popular on social media, these posts are rarely read for long periods of time. 

Focus on publishing quality content that appeals to your target audience. Write content pieces that educate people, engage or entertain readers, or provide a point of view that’s difficult to find elsewhere.

4. Find your voice and start creating content that is uniquely yours

“Finding your voice” is often the first step people take when starting to blog. There are many different styles of writing and finding the one that suits you best can be difficult. One way to find your voice is to start by asking yourself what it is that you want to say. Once you know this, it becomes much easier to determine how to say it, what tone of voice would be best on a personal or professional level.

5. Make sure that you have enough time to write content every day

It’s important to make sure that you have enough time to write content every day. Anyone who wants to be successful with copywriting or just writing, in general, knows that it can be hard to find time to write. 

Content development can take a lot of time, especially when you’re first starting out. So, be sure to set aside enough time to work on your content every day. Just like with any new skill, it will improve with more practice.

6. Have a clear goal or target audience in mind before writing any content

Writing for the Internet and the search engines shouldn’t be a guessing game. By focusing your writing on your specific goal and target audience, you can create content that will resonate with your site visitors. The more focused you are on these areas, the more likely your visitors will find what they’re looking for.

7. Be consistent with the frequency of publishing new pieces of content

The frequency with which you publish new content is dependent on the goals of your company, the needs of your customers and what your competition is doing. Posting content at least once a week will help to maintain high levels of traffic to your site, but this may not be possible for all companies.

8. Know what type of content works best for your product/service

The content you create for your product or service is one of the most important factors to its success. Knowing how to create content that works for your target demographic will help you gain followers, generate engagement, and drive conversions.

Creating the right content is the first step to helping your target demographic find you. However, people are bombarded with content all day long on social media, through email, and on other platforms; which makes it difficult for people to notice your post or message. If you want them to take notice of what you’re posting, make sure you put in enough time and effort into creating it.

9. Make sure that you know the different types of social media channels where you should publish your posts (Facebook, LinkedIn, Twitter, Instagram, Snapchat, TikTok, etc.).

Social media has been a major influence on the way people interact with each other. In addition to being a place to share news and connect with friends, social media is also where people find jobs, make business deals, gather news, and access entertainment. However, it can be difficult to keep up with all of these different channels and make sure your posts are seen by the right audience. 

Be mindful of what kind of content your target audience wants to see when they visit different social media platforms as opposed to your blog – your content should be tailored to match the channel it’s being published on or delivered to. The best way to do this is by understanding the audience that will be viewing your content.

 

Building Dynamic Buyer Personas for Content Marketing

You have a list of 10,000 possible customers. What do you do? You can’t target all of them, but you need to decide which ones to focus on.

Buyer personas are a tool for narrowing that list down to a few key groups, based on the roles they play in their lives and the problems they’re trying to solve. When you’re developing your buyer personas, remember that they should never be static – that is, your buyer personas should be constantly evolving and be adapting to changes in the market and their lives.

People don’t stay the same after all, so why would your buyer personas stay the same? Their needs and pain points change as they grow older, move, have families, start and leave school, etc. It’s important that your buyer personas reflect the developments in your buyer personas’ lives, that way you can adapt your content to match their interests and needs.

For example, if you have a buyer persona named ‘Homemaker Hannah’, a homemaker in charge of housekeeping, looking after the family and taking care of the home. Let’s say she was only recently married and you were targeting her as a young woman.

After a few years, however, your ‘Homemaker Hannah’ may have started a family, started a job to earn extra cash, or maybe she got divorced… Either way, her life no longer fits the label ‘Homemaker Hannah’. Time to change it up and update ‘Homemaker Hannah’ to match whatever your new research dictates.

 

Creating Successful Content

People want to find new information on their own, but they also want to be told what to do. If you’re an expert in your field, share your thoughts on trends and new developments in your field. Be careful to avoid “sales pitches” and instead offer value-added content that provides new insights. Remember, one of the principal purposes of content marketing is to earn your audiences’ trust and establish yourself as a thought leader in your industry. 

Here are a few things to keep in mind when creating your content:

  1. Make your content relevant

The content you make should address your target audience’s needs. When you’re setting your goals for your content creation, make sure you’re thinking about what questions it’s answering or the problems it’s solving for your audience. 

  1. Make your content Interesting

When was the last time you actually read an article or watched a video that was boring? Probably never. Why would you? Boring content is boring, after all, why would you read something that you did not find interesting? This is a key point when you go about creating your content: if it’s not interesting, your audience isn’t going to read it.

  1. Make sure your content is understandable

Having the best content in the world isn’t going to do you any good if no one can understand a word of it. Nothing turns audiences off faster than a technical, jargon-filled piece of content, whether it’s an article, video, or podcast. 

Your audience is only human, and not all of them will be experts in your field so make sure you’re using lay terms and not overloading them with jargon.

 

A Note about ‘Going Viral’

In the world of content, people often talk about ‘going viral’. Social media trends are defined by the number of people who view them. Virality means that something spreads quickly throughout social networks. 

A video goes viral when many people watch it online. An article goes viral if many people read it online. A petition goes viral when many people sign it. A website goes viral when many people visit it online. Viral content goes viral when it reaches a large audience. When someone shares something online, that person gets at least one other person who visits the page.

For example, if you write a blog post about how to make a doughnut-shaped cake, then three people read the blog post, and two of them share it with their friends. Their friends may also read the article and share it with their friends, and so on. Each person sharing your content is called a ‘viral’ user. In this case, the number of visitors to your site could be as high as 1 million people.

Virality ratios are calculated by dividing the number of new visitors from a given period by the number of existing visitors from the same period. A site may go viral if the virality ratio is above 1. For example, if you have 10,000 visitors per day and 2,000 of them come from the previous month, then your virality ratio is 20% (2,000 divided by 10,000). This means that you need to increase the number of new visitors by 20% to reach viral status.

Pros and Cons of Viral Content

As with most things in life, trying – or succeeding – at going viral is a double-edged sword. There are many benefits of viral content that you shouldn’t ignore, including:

  1. Good source of traffic: Viral content by its definition reaches a lot of people, and so has the potential to provide you with a lot of traffic.
     
  2. An efficient way to get your message out: Due to its wide reach and massive sharing, viral content allows you to get your message out more efficiently than non-viral content.
  3. Great way to build your brand’s reputation: Do you want to spread the word about your brand? Going viral has the power to spread your reputation far and wide.
     
  4. A refreshing way to market your business: Viral content has the potential to reach potential customers who may not otherwise see your content or hear about your brand.
     
  5. Save a lot of money on advertising: Viral sharing is a positive experience and allows your customers to keep the message going by continually sharing and resharing it, thus saving you money down the road that you might spend on advertising.
     
  6. Adds creativity to your marketing: Digital content doesn’t always go viral. In fact, it’s quite the opposite – you have to put in the effort and focus to hit your virality targets. This means adding creativity and really speaking to your audience.
     
  7. Let’s you stand out: Viral content is interesting and makes a lot of noise, allowing you to cut through the chaos of social media channels.  

On the other hand, there are also disadvantages to going viral that should be taken into consideration if viral marketing is the strategy you’re going for:

  1. People might not take your content seriously because they think it’s just a joke: Viral content tends towards the amusing or entertaining, and if you’re not careful your original message can get lost in the ensuing sharing-frenzy.
     
  2. Less control once you’ve put it out there: Once it’s live, it’s out there forever and you have little control over where it goes or what people do with it. While this is true of almost everything that gets published online, viral content draws a special kind of attention to itself so it bears warning you of the loss of control.
     
  3. Needs more hands-on messaging to keep reinforcing your brand messages: Viral marketing is more engaging than other kinds of content marketing, and requires marketers to stay plugged in to limit the negative content that may be generated as a result.
     
  4. Can be a waste of time if it doesn’t hit your actual target audience: Your viral content may go viral with the wrong audience, and there’s not really much you can do about it.
     
  5. Can be hard to achieve virality: Generating viral content isn’t something that you ‘just do’. It requires a solid understanding of your audience and their psychology. It can be very easy to get it wrong and never go viral at all.  

Measuring Content Marketing Success

Measuring your content marketing success is a two-pronged approach: metrics and return on investment (ROI). Most marketers, especially when first starting out, are more familiar with metrics than with ROI, so let’s start there first.

Which Content Marketing Metrics Should You Measure?

Many first-time marketers start off with vanity metrics – page followers, likes, etc. – rather than look at engagement metrics, which is where the truth of success or failure truly lies. There are six key content marketing metrics that you should be measuring:

  1. Lead Quality
    How good are the leads that your content is generating? How valuable are they? How long do they stay with the company? It’s a good idea at this stage to know how to calculate lifetime customer values (CLTVs) which is done simply with this formula: “Customer Lifetime Value = (Customer Value * Average Customer Lifespan)”. 
  2. Conversions (Sales)
    What percentage of your leads generated are converted to real customers? It’s easy to talk about leads brought in, but their true value lies in whether they become customers or not.
  3. Web Traffic
    How many visitors does your content pull to your website? Calculating the unique visitor count and understanding the demographic that visits your site will help you ensure that your content is hitting its mark. 
  4. Onsite Engagement
    What is your website traffic doing once it’s on your site? Is it exciting at certain points or lingering at others? Knowing how your website’s visitors are moving through your website can help you optimise their touchpoints and improve your content at each level.
  5. Social Media Engagement
    Only now do we get to dive into all those shiny metrics that many of us are familiar with: likes, shares, comments, followers, etc. These metrics are all great ways to track just how engaging your content is and whether it is having the effect that you were aiming for.
  6. SEO Success
    Content marketing and search engine optimisation (SEO) go hand in hand and should always aim to work together. Making sure that your content is helping drive SEO and vice versa will provide a solid foundation for your content marketing success. For more information on SEO and how to make it work for you, check out our SEO Ultimate Guide.
Happy Content Marketing Team

What is Content Marketing ROI?

Content marketing ROI is the percentage showcasing the revenue gained from your content marketing initiatives versus what you spent on it. For content marketing to be successful, the ROI must be positive. 

The success of your content marketing strategy goes beyond just the money you make. If you don’t get any pageviews, shares, or visitors, then no one will find your business to buy your products or services. To get an accurate idea of your content marketing ROI, you have to identify what metrics will provide the clearest picture of its performance.

4 Steps to Measure Content Marketing ROI

You can calculate your content marketing ROI in four simple steps:

Step 1. Calculate your Expenditure

How much did it cost to create the content? If you’re working with an in-house team you’ll need to take into account the salaries of the team members involved in the content creation – copywriters, designers, etc. Also, be sure to include any expenses you incurred for content assets; for example if you needed to purchase images, video or audio stock.

Step 2. Calculate your Distribution Cost

What did it cost to get your content out there? Again, don’t forget to include in-house costs that may fall under this category. This will also include your paid promotions like PPC, social or SEM advertising. Be sure to include any costs for special tools or software for your content distribution or creation. 

For example, if you pay for and use a social media management tool like Hootsuite, Buffer, or SproutSocial, or you use content creation tools like premium Canva, then these costs need to be added to your calculation.

Step 3. Calculate Sales Value

When your content strategy is working, it will generate leads that convert. In other words, you’ll be adding to company revenue. 

In some cases, this is incredibly obvious and easy to track – a basic call-to-action on a content piece that someone clicks to buy a product. 

Other times this relationship is less clear and indirect, in which case you’ll need to get a little creative with how you calculate the influence your content piece had on generating that specific lead. Most marketers do this by claiming a certain percentage of the lead revenue rather than the whole hog.

Step 4. Apply Formula

Steps 1 and 2 provide the total cost of your content development, and with step 3 you now have the value. 

To get your ROI percentage,  simply apply the formula below:”.

Everything Keeps Changing

“Omnia mutantir, nihil interit.” – Ovid

We live in a dynamic world, where things are constantly changing. Digital transformation has been spurred along by the pandemic of the 2020s, and content marketing strategies have had to swivel, pivot and overcome a whole host of challenges.

What was once a simpler game has now become a complex warren of strategies and goals. Content marketing leads the way in the development and showing of new ideas, innovations, technology and communication with target audiences. There’s little doubt that the impact of the global pandemic will leave its mark on digital marketing as a whole, and force content marketers to keep up with changing trends. 

Everything is constantly changing and we are constantly learning how to adapt to the changes and use them to our advantage. As a content marketer, it is your responsibility to accept change and build on what came before you.

Ready to supercharge your content marketing initiatives? 2Stallions has an award-winning Content Marketing Team ready to help you achieve your objectives and grow your business.

Key Takeaways

  1. Messaging: Understand how to tell a good story and communicate your brand message to your audience.
  2. Target Audience: Know who they are, what they do and who to reach them by crafting dynamic buyer personas.
  3. Strategy: Build a content marketing strategy that is tailored, executable and continuous.
  4. Create Quality: Focus on creating quality content over a lot of content.
  5. Objectives: Set goals, understand them and know how you’re going to achieve them.
  6. Channels: Understand which channels you are going to be using and how best to use them to reach your target audience.
  7. Successful content: Know how to build content that is relevant, interesting and understandable.
  8. Innovate: Consider how to disrupt the market with your content.
  9. Metrics: Know what metrics you should be tracking and how to measure their success for your content marketing strategy.
  10. Value: Know how to measure and calculate your ROI.
Content Marketing Strategy Key Takeaways

Social media has turned into the most prominent platform used for connecting with friends, forming communities, networking, engaging with customers, and promoting a business. 

Through this tool, marketers and business owners can reach new audiences and engage with prospects. It also enables them to attract a wider, targeted audience by placing ad campaigns.

First, What is Social Media Marketing?

Social media marketing, a.k.a. SMM, is the process of interacting with your target audience through social media platforms, such as Facebook, Instagram, Twitter, LinkedIn, YouTube, and more.

SMM is a powerful way to build brand awareness, draw in potential customers, stay on top of engagements, and promote your products or services, among other things. This practice also includes creating and sharing compelling content pieces, including articles, images, and videos.

Social Media Marketing Glossary

Check out the list of commonly used social media terms to keep yourself in the know.

A-H

  • Algorithms – is a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.
  • Advertisement – short for ad, it is the promotion of a product, brand, or service to a specific audience. 
  • Brand awareness – is the level of familiarity consumers have with your brand. It’s often considered one of the main goals of social media marketing. 
  • Content marketing – is the practice of attracting and retaining customers through the creation and distribution of original, valuable content such as videos, whitepapers, guides, and infographics. 
  • Direct message(DM) – refers to a private message sent directly to a user’s social media inbox. 
  • Digital marketing – is a concept that uses the Internet and digital technologies such as desktop computers, mobile phones, and other d online platforms to promote products and services. 
  • Engagement rate – is a social media metric that tells you much about a post that motivates people to interact with it. It’s defined as (number of people who engaged with your post/number of people who saw your post) 
  • Follower – refers to a social media user who has subscribed to see your posts in their feed. Both personal and business accounts can have followers. 
  • Frequency – is a Facebook/Instagram advertising term that refers to how many times your ad was shown to the average user in your target audience. 
  • Hashtag (#) – is a way of connecting your posts on social media to other posts on the same subject or trending topic.

I-N

  • Influencer – is a social media user with a significant audience who can drive awareness about a trend, topic, company, or product. 
  • Influencer marketing – a strategy involving collaboration with an ‘influencer’ to promote a product, service, or campaign.
  • Insights – refers to the analytics and performance statistics you can see on your Instagram profile in the Instagram app. 
  • Mention – is the act of tagging a user in a social media message. Sometimes called @ mentions, these usually trigger a notification for that user and allow your audience to click through to their bio or profile.
  • Newsfeed – is the Facebook term for the screen that shows all the latest updates posted by people the user follows. 
  • Notification- is a message or alert indicating new social media activity. For example, if somebody likes one of your Instagram photos, you can receive a notification on your phone that lets you know.

O-Z

  • Objectives – are the results you want to achieve through your ad campaign. These objectives are used to determine which key performance indicators to follow and optimise ad spend.
  • Platform –  means the same thing as “social media network” or “social media channel”. However, a social media platform is technically the software behind a social network, including its API, backend, and markup language. 
  • Reach – is a social media metric that tells you how many people have seen your post. It differs from impressions in that even if a user sees your post multiple times, they still only count as one person reached.
  • ROI – short return on investment, is a measurement of how much revenue your activities on social media are generating for your company versus how much you are spending on them. 
  • Social media analytics – is an umbrella term used to describe both social analysis tools and the information those tools provide. 
  • Targeting – is a social media advertising term that refers to how you select the potential audience for your ads.
  • Traffic – is the number of users who visit a given website or page. 
  • Trending – is a subject or event that had a sudden surge in popularity on social media. 
  • Viral – is a term describing content that spreads exponentially on social media. This typically occurs when people share the content with their followers, then their followers share the same content to their followers, and so on, creating a snowball effect.

Benefits of Social Media Marketing

Iphone, notification, laptop, office, man

1. Build Brand Awareness and Recognition

Social media marketing helps build better brand awareness and recognition. Unlike conventional media, like TV or print, social media brings your business in front of customers more rapidly. The reason? It’s because half of the world now uses social media.

On average, people spend 145 minutes on social platforms. The fact that the average daily time spent on social media continuously grows means more exposure for your business.

Prospects might come across your social media post–and they might share it when they find the content handy and relatable. The shared post could attract more eyeballs and encourage engagement (i.e., likes, comments, shares), helping spread the word about your brand faster

Building online communities are one of the most effective ways to get your name out there. Here’s the good news: forming a community has now been made easier, thanks to social media.

Facebook, in particular, lets you bring as many people as possible together through Facebook Groups. Members can invite their friends, family members, or colleagues to join the community and share their stories, posts, and opinions.

Apart from creating a Facebook Group, you can also create a community by sharing meaningful content. Getting your social followers to tell their stories sparks conversation. It encourages others to participate in the thread, allowing your social media posts to appear in the News Feed.

When your posts show up in the people’s News Feed, you’re likely to prompt more discussion–and promote positive word-of-mouth. For instance, existing customers may recommend your products and encourage prospects to give them a try.

2.  Form Online Communities

Social media marketing helps build better brand awareness and recognition. Unlike conventional media, like TV or print, social media brings your business in front of customers more rapidly. The reason? It’s because half of the world now uses social media.

On average, people spend 145 minutes on social platforms. The fact that the average daily time spent on social media continuously grows means more exposure for your business.

Prospects might come across your social media post–and they might share it when they find the content handy and relatable. The shared post could attract more eyeballs and encourage engagement (i.e., likes, comments, shares), helping spread the word about your brand faster.

3. Increase Website Traffic

While social media marketing and search engine optimisation are two different concepts, the former plays a pivotal role in the latter. Social media allows you to scale up your SEO efforts in different ways, including:

  • Social media profile optimisation. Adding branded keywords to your social media profiles lets your business become searchable. It also helps to include links to your company website, products, or services.
  • Content distribution. Social media gives you access to a much wider audience than your website alone. Publishing and sharing content across your social networks helps attract more traffic to your site.
  • Link building. Building links is one of the many SEO techniques. You can incorporate links in the call-to-actions (CTAs) of your social media posts or link the product you’re promoting to a specific landing

4. Improve Customer Satisfaction

Social media allows you to establish direct contact with your target audience. You can engage with your audience consistently and respond quickly to their questions or concerns via the platform.

Since social networks provide you with opportunities to connect with fans and followers, building healthy customer relationships becomes easier. Here are a few ways to use social media in enhancing the overall customer experience:

  • Connect with customers who have questions, complaints, or feedback 
  • Keep followers updated on the new services and product offerings 
  • Involve prospects and followers in campaigns (i.e., polls, giveaways, share to win, etc)

Social Media Marketing Strategies

Like in other digital marketing concepts, you’ll need a solid strategy to succeed in social media marketing. Thankfully, there’s not just one but a handful of techniques you can implement to leverage the power of social media. Here’s how you can use the tool to its full potential: 

1. Personalise Social Media Content

According to a study, 81% of customers want brands to know them deeper and find the best way to approach them. Users crave personalised experience and respond better to content tailored to their needs and interests.

This is where crafting personalised content comes in handy. Personalisation can give your business a boost in social media engagement, not to mention customer loyalty and brand affinity.

Below are some tips to get your content personalisation right:

  • Segment your audience. Start by creating buyer personas, a profile of your ideal customer. Then, compare them against your existing customers’ data, such as age, location, language, interests, goals, and more.
  • Create content for each segment. Once you have your personas in place, produce content that’s most relevant to them. While blog posts and videos are the most comment content forms, you can also explore other types including:
    • case studies
    • product demos
    • product comparison guides
    • Keep personalisation offline and online. Investing in AI-powered chatbots is one way to facilitate personalised, real-time conservation. 

2. Partner with Influencers

  • Influencer marketing is another tried-and-tested social media marketing strategy.  Collaborating with ‘influencers’ (thought leaders, celebrities, other individuals with a large following) lets you expand your customer base and drive purchase decisions. 
  • A post by an influencer can have a much bigger effect than a post by an everyday user on the same platform. The reason behind this is either because consumers find influencers credible or they look up to them.

3. Run Social Media Campaigns

Social media marketing works hand in hand with social media advertising. Advertising on social networks is a sure-fire way to reach your target audience fast. So if you have more funds to support your SMM initiatives, consider placing ads on different platforms.

Types of social media ads include Facebook ads, video ads, stories ads, slideshow ads, playable ads, ads in Explore, and more. Whichever ad you plan to run on whatever platform, make sure to set marketing goals. A few objectives you can include are:

  • Obtain user input 
  • Create email marketing lists
  • Increase website traffic 
  • Increase overall brand engagement
  • Generate more sales

How to Measure Social Media Marketing Performance

The best thing about social media marketing is that it allows you to measure the performance of your SMM efforts. In short, it helps you determine whether your strategy is hitting the mark or not.

Here are four of the most important social media metrics:

  • Engagement. The engagement metric measures how users actively interact with your content. Engaged audiences interact with a post through likes, comments, shares, retweets, and brand mentions, to name a few.
  • Reach. This metric is influenced by two factors–timing and content. It indicates the number of unique users who have seen your post.
  • Impressions. This social media reporting metric tells you the number of times your content appears on someone’s feed.
  • Conversion. The conversion metric lies at the end of the funnel–it measures the number of leads converted to sales.

Evaluate & Adjust Your Social Media Marketing Strategy

By this point, you should have a clear grasp of your social media strategy.

You’ll never know how one campaign performed until you evaluate and compare it against your goals. 

The ability to take a bird’s eye view of your social media interactions can help you put things into perspective. Take a look at your best-performing content and modify your campaigns when your material isn’t working as expected.

Befriend social media analytics. Use data to track your social presence. React to your social media ads to keep the momentum and most importantly, maintain a laser focus on your goals. 

When things become overwhelming, go back to basics. Revisit this guide to start anew and come up with an even better strategy.

Do You Have Your Social Media Marketing Plan for 2022 Figured Out?

A well-thought-out strategy is insufficient if not carried out in the same manner as planned. You must design visual content so that the user is fascinated by the post even before they read information. 

It might be as simple as a designed social media post, a video, or even a picture of your product that has been professionally or artistically photographed. The goal is to catch people’s attention before they get interested in your product or service.

The goal of social media marketing is to connect with your target audience. So, put a strong emphasis on this to keep your business ahead of your competitors.

This article emphasised the fact that there are several parts to having a current social presence. Making your own doesn’t have to be time-consuming or a drag. If you create measurable objectives and follow each of the processes above, you’ll be well ahead of the game when developing a social media marketing plan for your company. 

Need help boosting your brand awareness, audience engagement, and online visibility on social media? 2Stallions got you covered! We provide social media marketing services that can help you grow your audience and business.

Learn more about our social media marketing services and process here. Wishing you the best in 2022!

Two years after he stepped away from the role, Dhawal Shah, co-founder of 2Stallions Digital Marketing Agency, has resumed the role of Regional Managing Director. He takes over from Daniël Heerkens, who leaves to pursue opportunities outside the Agency.

“Daniël has been with us the last six years,” says co-founder Dhawal, “and has been a big part of our growth and expansion into a regional agency. Over the last two years, Daniël’s leadership held 2Stallions steady as the world came to terms with the pandemic. We wish him the best in his next adventure.”

During his time away from the MD role, Dhawal joined a startup accelerator as Limited Partner – investing in, mentoring, and advising startups in the technology sector across APAC, and additionally, he has trained thousands of marketers in data-driven digital marketing focused on analytics.

“The digital acceleration happening globally is unbelievable,” says Dhawal, “and it is important that our clients should be able to trust in us to introduce them to newer approaches to marketing that drive growth.”

Dhawal is establishing a stronger ‘growth culture’ within the Agency, aimed at building better and longer-lasting relationships with clients, partners and agency team members. With him at the helm, the Agency and its clients will benefit from his advanced experience and expertise in technology and digital marketing.

Coding and building websites since childhood, Dhawal started his career in Silicon Valley. He founded 2Stallions in 2012 after Razy Shah (no relation) approached him with the concept of a digital agency. Since then, 2Stallions has always been on the forefront of digital services. The Agency offers its clients bespoke, highly-tailored digital marketing, creative, and development solutions based on their needs.

While the COVID-19 pandemic has irrevocably changed the way in which the world navigates and uses digital technologies, its impact on the environment and communities has affected the 2Stallions team on a more profound level. As a result, the Agency is looking to support projects that help alleviate this impact throughout Southeast Asia.

“We’re entering a new chapter,” Dhawal explains, “one where we need to think bigger and broader, but also sharper and more efficiently. A lot has changed in the last two years, and it’s important that those of us in the digital space change with it, especially when we are charged with helping other companies do the same.”

2Stallions has worked with multinational clients throughout APAC, as well as from the US and Europe, over the years. They have a physical presence in Singapore, Malaysia, the Philippines, Indonesia and India.

With its headquarters in Singapore, and now, with its MSC Status and continued expansion into Malaysia as an operational hub, 2Stallions is off to a strong start for 2022 and will continue to serve its clients and partners in the digital space.

Strategic marketing and branding is one of the leading sectors in marketing today. Gone are the days of ‘set and forget’ marketing tactics or ‘hope for the best’ strategies; nowadays, it’s all about strategic insights and taking action on collated data. One of the affects of this shift is that marketers must now have at the very least a good awareness of the impact of their work – and, hopefully, an ability to understand that impact.

As we’ve seen before throughout the Marketing Expert Series, marketers come from all sorts of backgrounds and paths. For some, jumping into the world of marketing is no surprise: a logical step from their background or education that just makes sense. One such individual is our Expert for this issue, Bernard Yong, the Head of Strategic Marketing and Brand Experience at Mah Sing Group, one of Malaysia’s leading property developers. With an affinity for data and analytics, and with a Bachelor’s in Software Engineering, it’s no surprise really that Bernard found his way into marketing, bypassing the IT industry altogether.

Join us for this issue of the Marketing Expert Series to gain a deeper insight into the world of property development marketing and strategic marketing and branding.


Welcome, Bernard! Thanks for joining us in this issue of the Marketing Expert Series! Let’s start with the basics. Tell us a bit about yourself. How did you get to where you are now? 

My background actually is in Computer Science, more specifically in software engineering – I have a Bachelors. However, I haven’t touched a single line of code ever since I graduated back in 2002. I guess at that time, a career in programming just didn’t strike my fancy. After graduating, I did a stint of corporate advisory (with an international accounting firm), where we advised clients on fund-raising and listings.

I first got into property in 2006. Although I had no background nor experience whatsoever in property at that time, I’ve always had a personal interest in property as a product, as an investment vehicle, and as an embodiment of someone’s dreams and aspirations. My role was as Marketing Manager, handling high-end strata projects in Kuala Lumpur.

From there, I moved from strength to strength, and have been in property – in one form or another – ever since. My initial years were focused on sales & marketing, and I made the switch to specialize in Branding and Strategic Marketing when I made the move to TRX City Sdn Bhd back in 2012. Moving away from the core of sales and marketing, into branding and B2B initiatives, was a great learning experience.

I joined my current company in 2017, and my portfolio – besides handling branding & strategic marketing – expanded in 2020 to include the nascent Experience Management division – which I basically kickstarted. The purpose of this new division is to drive increased customer satisfaction amongst our buyers.

Were you always interested in marketing? How did you find your way into this career?

I’ve always had an interest in marketing. During my 20s, I embarked on quite a number of start-ups and business ventures (part-time), ranging from an online clothing retailer to an aggregator of property news. As with any start-up, a robust understanding of marketing was a must, and all these learnings complemented and added value to what I was doing in my day job.

Currently, you’re the Head of Strategic Marketing and Brand Experience at Mah Sing Group. What sort of work does Mah Sing do and what role do you play there?

Mah Sing is one of Malaysia’s largest property developers, and my role is multifold as I head two departments within the organization.

One of my departments – Branding & Strategic Marketing (BSM for short), is the steward of the brand, focusing on driving positive brand perception, awareness and recall. This department also handles all group-related marketing initiatives, ranging from group sales campaigns to partnerships and sponsorships. We’re also tasked with improving overall marketing efficiency for the group, in terms of increased conversions, reduced CPAs, and improving overall marketing ROI.

My second department, which is Experience Management (XM), serves to improve customer experience and satisfaction with regards to our business. We kickstarted a ‘Voice of Customer’ program, where we obtain real-time feedback from customers, and use it to measure out NPS and CSAT scores. With this in place, we’ve then had to work to develop the right KPIs, set up the right organizational structures, obtain the buy-in from key stakeholders, in order to drive change and improvements.

Property development is an interesting industry. What sort of challenges do you face and how do you overcome them?

Yes, it’s an interesting industry. The main challenges now are, and I’ll keep it brief:

  1. The awareness and discovery phases of marketing are increasingly taking place online. This may not seem like a big deal for most industries, but property is still a very bricks-and-mortar physical product. Customers mostly still want to see the physical product (in our case, it’ll be the show unit), before they sign on the dotted line. So, it is this straddling off online and offline, or online-to-offline (O2O as they call it), and striking the right balance, which poses an interesting challenge. We overcome this by building up our online offerings and channels, as we’ve always been strong offline. By building up, I mean ensuring that the sales process is digitized so that it can be monitored and tracked, focusing on increasing the effectiveness of our web assets, shifting more spend to digital marketing, and training and upskilling our team to sell across different modes of communication.
  2. In Malaysia, the property market is going through a soft patch. Structural issues mostly – oversupply caused by many years of rampant development, economic slowdown caused by COVID-19, stagnation in wages and compressed affordability, etc. We’ve responded by shifting our product offerings over the years, to focus more on mass affordable properties. 91% of our recent products are priced below RM700K. The days of selling million-ringgit properties are for now at least, put on hold in view of buyer preference and sentiment.

Let’s talk about you personally, you’re a successful marketer with a lot of experience in branding and creating strong customer experiences. How have your career experiences shaped you as a marketer?

I think all our experiences, be it career or personal, help shape who we are as a professional. There were many lessons learned, and yes mistakes made. I think given my background in IT, and my fondness for data and analytics, I’ve evolved into a marketer who is very much focused on performance.

No matter what we roll out, my question to my team is always “Well, how did it do? Did it meet our objectives?”. The days of execution for execution’s sake, or as the famous saying goes “Half of our marketing budget is going to waste, the problem is I don’t know which half”, are long gone. Marketing is becoming increasingly data-centric, and attributable, and that has greatly informed the way I approach marketing, and even branding in general.

Looking back at your career, is there any experience that you feel had a bigger impact on your life as a whole? Or do you feel like they all add up?

They definitely all add up. I can name one experience which really made me pause and evaluate myself and my approach to leadership. There was one incident where my department suffered a flurry of resignations. Needless to say, this was highly discouraging – to me personally, and disruptive to our operations.

Looking back, I believe I could have perhaps been more attuned to the sentiment of the team, and been that stronger leader they needed at that time. A bitter pill to swallow, yes, but a necessary one. That has definitely impacted the way I lead now, hopefully for the better. I’m still learning.

Now, COVID-19 – the topic none of us can ignore. How have the lockdowns and movement control orders impacted the property market and your work at Mah Sing?

It definitely has impacted the property market. While interest is still high, people are still registering their interest and making bookings (online), there is still a lot of waiting and seeing before they finalize their sale (sign on the sales and purchase agreement). We hope that with the NRP announced recently, the opening up of the economy will happen sooner rather than later.

Do you think there will be a lasting impact from the pandemic that will affect how property developers and indeed marketers go about their business?

Yes, it will. This has been a global, market shifting experience. One that will leave a lasting impact. For one, the way property developers design properties will change. From the previous focus on increasingly fancy common areas and a focus on ‘placemaking’, we have shifted to a strategy of ‘homemaking’, whereby the home is now the core of your personal life. A home is now to be more flexible, cosy, intimate, secure.

In terms of marketing, the massive shift to online and virtual channels will definitely affect how we plan and execute our marketing campaigns. We’re still experimenting with a lot of different formats and mediums, and it’ll be an interesting journey of learning for sure.

What’s next for you, personally? Is there anything you’re looking forward to most when this pandemic is over and done with at last?

I most look forward to hitting the skies and travelling with my family again! I think 99% of people out there would echo this sentiment.

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

To achieve success for all your plans and initiatives, you need to know what success looks like. What is the outcome (measurable) that you want to achieve? Plan that out, measure it, and work your butt off to achieve it. In today’s world, there is no longer a divide between traditional and digital marketing. Marketing = Digital. So, get comfortable with metrics and analytics, it’ll serve you well.

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

Linkedin: https://www.linkedin.com/in/bernardyong/

Mobile/WhatsApp: +6012-5266551

 

 

 

 

Account-based marketing (ABM) strategies, allow for marketers to increase their focus, prioritizing quality over quantity and thus improving ROI and the conversion of leads into higher valued customers.

Traditional B2B sales and marketing have been around for a long time – changing and developing with the growth of the digital landscape. It allows marketers to use a broad approach to lead generation, to capture a higher quantity of leads without necessarily focusing on their quality. As a result, the sales and marketing funnel tends to get more and more narrow the further in – true to its ‘funnel’ shape, as it were. However, as a result of this approach, the majority of B2B leads collected never convert to customers. Enter ABM.

What is Account-Based Marketing?

Account-based marketing is a focused approach to B2B marketing that brings marketing and sales teams together. This teamwork – often nicknamed ‘smarketing’ – allows for sales and marketing teams to align their strategies and work together to target best-fit prospects and convert them into customers. The age of information and the Internet has raised the stakes, driving competition between digital marketers, who are always fighting for the attention of their potential customers.

This competition tends to drive return of investments (ROI) up, and companies want to focus on the highest ROI need and thus place their attention on high-value accounts while considering account penetration, marketing penetration, and logos. Reaching business goals means that marketing teams need to use strategies that combine sales and marketing tactics so they can focus on high-value accounts that deliver the highest level of ROI.

Why should you adopt Account-Based Marketing?

Capturing the attention of potential customers is a lot trickier today than it was even a few years ago. With the rise of digitalization, everyone is vying for attention left, right, and centre. Engagement is a valuable digital currency, and in an era where everyone and everything is connected, it’s what marketers are vying for. Using ABM, sales and marketing teams can direct their energies towards potential and existing accounts that deliver the best ROI.

ABM is not a new idea, but it has seen a new boost because of the latest developments of technologies and the evolution of the digital landscape. ABM is a proven strategy that helps boost marketing ROI, drive attributed revenue, generate more conversions and qualified leads, and align sales and marketing. Generally, B2B marketers target their leads using broad tactics, casting a net, to appeal to as many different prospects as possible. This tactic may generate more leads in the long run but doesn’t deliver the best ROI.

The implementation of a strong ABM strategy can help improve ROI, drive attribution revenue, improve conversions and generate qualified leads. In the past, it was more difficult to scale ABM initiatives because of the level of personalization it required. However, with the development in technology, it’s now fairly straightforward and more affordable than ever before, making it easy for marketers to adopt an ABM strategy in their team to drive higher ROI and customer value outcomes.

7 Steps to Implementing Account-Based Marketing

1. Gather your Sales & Marketing Teams

ABM aligns your marketing and sales teams, so it’s only right that you start it off by bringing both departments together. Too often we see pillarization between sales and marketing, and one of the key strengths of ABM is that it gets rid of that pillarization and aligns the two. Both departments can strengthen each other by sharing information.

2. Define & Set your Goals and Strategy

Once you’ve got your teams together, you must work together to establish joint goals and tactics. Sales and marketing need to work together for ABM to deliver on its promises, and the best way to get them aligned is for them to discuss and agree upon KPIs and target goals. While tactics need to be adapted to each department’s strengths, of course, they do need to be aligned to reach their joint goals.

3. Select your ABM Technology

Thanks to the development of technology, ABM has seen such a resurgence in recent years.  Without the growth the ABM software development, we’d have no chance to scale our strategies. As a result, getting a good handle on the available ABM technology and learning how to best use it is an important step to scaling your ABM strategies.

4. Choose the Right Targets

ABM strategy relies on research, and there’s no getting around it. Once your team has established its goals, setting targets and prioritizing them is next. If you haven’t already done so, it’s time to develop and optimize your buyer personas. Remember, it’s a good idea to have your sales team involved in this optimization since they speak to customers and prospects one-on-one probably more often than your marketing team does.

5. Select your Channels & Craft your Messages

Know your target audience? Great. Next up is making sure that you reach them the right way at the right time, in the place where they’re most easily reached. This means choosing your channels and crafting your messaging. Again, the sales team can be of use during this process, so be sure to include them.

6. Execute your Campaigns

Once you’re happy with your messaging, it’s time to get your campaigns out in the world.

7. Evaluate & Optimize

Of course, once your campaigns are live it’s important to stay on top of them. Campaigns, like any other piece of marketing, should never be ‘set and forget’. Evaluating their progress and impact and making live tweaks to optimize them is part and parcel of any strong marketing initiative, especially one backed by ABM strategies.

 

Wrapping Up

Account-based marketing is a powerful tool that not only aligns marketing and sales more effectively, but also boosts lead generation efficiency. At its core, account-based marketing is all about converting more leads by improving the quality of the leads gathered from the start of a marketing campaign. ABM has seen a resurgence, and it’s not difficult to see why, in this age of digital transformation it is a more efficient way of capturing high value leads and convert a higher number of them into higher valued customers.

If you’re interested in learning more about account-based marketing or B2B strategies, check out some of our relevant other articles or reach out to us directly.

Blockchain technology is making waves. By now, most of us will have heard of it one way or another, but most of us aren’t exactly clear on what it is or how it works, let alone why it’s having the impact that it’s having. Blockchain technology isn’t as complicated as it seems, but it’s new, and it’s different, challenging the way we have previously thought about data storage and distribution. 

Before we can implement its benefits, we need to fully understand what blockchain is all about, how it works, and how we can use it to our advantage.

What is Blockchain?

On the face of it, blockchain seems a lot more complicated than it actually is. In fact, the blockchain concept is quite simply an enormous database of sorts. Blockchain, also referred to as Distributed Ledger Technology (DLT) and is unique in that it creates a history of any digital asset unalterable and transparent through the use of decentralization and cryptographic hashing.  

To get the best picture, it’s key to understand what a database actually is. Many of us know what a database is, but it’s one of those terms we take for granted, so here’s an excuse to get better acquainted with a database.

Understanding Databases

A database is a collection of information – data – that is stored electronically. The information in databases is normally structured in a table format to allow for easy filtering and searching, thus providing a clearer overview of the data as needed. 

How does that differ from, say, me using an Excel spreadsheet to organize something? Spreadsheets, like you, would use for a basic budget or plan, for example, tend to be designed for use by at most a small group of people. This makes them useful for collecting, storing, and using data gathered by departmental teams or individuals. 

On the other hand, a database deals with significantly larger data sets, dealing with massive loads of information. This is one of the reasons they’re often housed on specific servers built on powerful computers – it takes a lot of space and power to access, filter, and use the data contained in these databases.

Understanding Blockchain

Now, what’s up with blockchain? How is it different from a regular database? 

The key difference is in the way blockchain databases store their data. A blockchain’s data is stored together in groups – also called ‘blocks’. Each block has a certain capacity limit and when they’re full, they then link to another block and form a chain of data, thus the name ‘blockchain’. 

Unlike the database, where data is stored in tables, blockchain structures its data in blocks – this means that all blockchains are databases but not all databases are blockchains if that makes sense. The way that blockchains are structured also means that there’s a clear and irreversible timeline of when the data comes in – when a block is filled, it is ‘set in stone’ and is locked into this timeline, complete with a timestamp. This makes it incredibly easy to track the data’s journey and keeps the data unadulterated and secure. 

If you’re looking for an easy way to picture how blockchain works, think of a Google Doc. When it’s created and its shared with a group of people, the document is shared – distributed – instead of copied. This creates a decentralized distribution chain that gives everyone access to the Google Doc simultaneously – no one is locked out while waiting for changes, but all document modifications are being recorded and can be tracked and traced. This is very simplistic analogy, of course, but it’s a good place to get started. 

How is Blockchain Used?

Blockchain technology can be used for a variety of purposes, from providing financial services to administering voting systems, but to give you a basic idea:

  • Cryptocurrency
  • Banking
  • Asset Transfers
  • Smart Contracts
  • Supply Chain Monitoring
  • Voting

What’s the connection between Blockchain and Digital Marketing?

Blockchain is relatively new, but it’s already making a big impact on digital marketing. Most people who have heard of blockchain may associate it primarily with cryptocurrencies like Bitcoin. For digital marketing, it provides transparency, security, and accessibility of monetary and data flows. It can benefit not only the business, but the consumer as well – allowing for improved monetary outflow for businesses on digital campaigns, and direct ownership of data. 

Data is what drives the markets, a new currency, if you will, that fuels businesses with information and insight into consumer behaviour. 

The Impact of Data-Privacy Awareness

Since the increased awareness about data privacy and the scandals that sprung out of previously relaxed attitudes, restrictions and regulations on data storage, use, and sharing have become stricter.  It’s no surprise, therefore, that we are now seeing the exodus of third-party cookies and the IOS 14.5 update. The further we go down this path, the more innovative digital marketers have had to become. 

Blockchain technology potentially gives control back to data owners targeting digital advertising. This creates a direct data exchange between consumers and brands, resulting in better transparency and improved trust. 

How can Blockchain benefit Digital?

1. Improves Digital Marketing & Advertising Campaigns

Due to blockchain’s ability to link merchants directly with marketers and providing transparent data insights, eliminating the need for a liaison. Data from digital advertising can be difficult to interpret – and can sometimes be inaccurate – making improvement difficult. Being more in touch with campaign data is one of the advantages of blockchain – monitoring campaigns in real-time is achievable with blockchain. This is one of the reasons why we’re seeing big brand names like Unilever applying blockchain to improve their digital advertising efficiently. 

2. Boosts Transparency

In digital advertising, it can be tricky to know if the metrics you gain are actual people or bots that are skewing your results. Research is now showing that bots have cost companies more than 7billion USD in 2016. With blockchain, there is a clear, transparent chain, encrypted within the digital ledger system. As a result, the transparency is inviolable for every piece of data moving through the data flow chain. This will save organizations a lot of money by making sure that their ads are actually reaching their targeted audience, thus assuring that companies are getting what they paid for. 

3. Generates Trust & Credibility

Businesses prefer blockchain because it enhances the security of data and information, providing increased protection. Similarly, shared data is more easily verified and tracked, allowing for an increase in trust between parties. Small businesses, in particular, is finding it incredibly useful to use blockchain to build trust because it allows them to prove where their products are coming from and forge a willingness to be open with their customers. 

4. Prevents Fraud

Blockchain can be used to authorize and record authenticated digital outlets, thus preventing any fraudulent access. With the increased transparency and tracking ability, it’s easy to ensure that only those who should have access are allowed in. It’s one of the reasons why brands like Toyota have been using blockchain specifically for this purpose, and are seeing a 21% improvement in website visitor traffic already.

5. Improves Content Monetization

As we’ve said many times before, content is at the heart of digital marketing, and a solid content marketing strategy is vital to promoting products and services. Through blockchain, consumers, bloggers, and streamers can be rewarded directly rather than through third-party content platforms

Future Outlook of Blockchain

Blockchain is already making a big impact, but what is clear is that it is slowly and steadily changing the digital world. There is a shift of power, digital privacy and data protection awareness is driving a change, and blockchain is part of this change. 

Some reports estimate that blockchain solutions will grow from 1.5 billion (2016) to nearly 16 billion in 2023. Every industry can see a use and a benefit in blockchain technology; the financial sector alone has already shown a 60% growth in 2018. 

Wrapping Up

Blockchain is a fascinating new technology that is changing the way we store and work with data. It is going to keep making waves and impact the digital scene for years to come, and it’s important that we stay on top of the changes it creates in its wake and the opportunity it presents.

If you’re keen to find out how you can use blockchain technology to benefit your business, you can always get in touch with us. We stand ready to help you navigate the changes and the opportunities and make sure your business excels. 

Last week we introduced the topic of integrated marketing communications (IMC). In the world of marketing, IMC is a term that has survived the developments of the modern digital era. The reason for this is simple: the advantages and strengths that an IMC strategy gives any marketing department are enduring and vital to its success.

A quick recap then on integrated marketing communication and what it is. 

What is Integrated Marketing Communication?

An IMC strategy aims to breakdown barriers and silo that would otherwise divide departments. It connects all strategies and initiatives together into a unified front. St. Bonaventure University (SBU) explains it as “an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force.”

So why do you need an IMC strategy?

3 Key Reasons Why You Need an Integrated Marketing Communications Strategy

1. Build Brand Recognition and Trust

Let’s say you have a friend named Tom. In the morning, Tom tells you that drinking his homemade apple juice will fight cancer due to the high level of antioxidants. You may or may not believe him, but that’s what he’s telling you. That afternoon, however, he proudly informs you that his homemade apple juice will actually cure cancer. You start to get a little dubious. By evening, you’ve heard that Tom’s homemade apple juice will help heal broken bones, fix your migraines, cure cancer, help you pay off your mortgage, and make you rich by next month. 

Clearly Tom has some other issues, but let’s assume that his apple juice is good for you and that he’s just having trouble communicating that. That vague communication, the back and forth, casts doubt on the validity of his claims and the product. Would you want to buy a product when you’ve heard conflicting messages? 

It’s a lot easier to trust a brand that speaks to its audience consistently. To build brand trust it’s important to maintain consistent brand messaging across all platforms. Audiences want security above all else – they want to know that they made the right choice, and if you’re sending them mixed messages they are not going to commit.

2. Increase Audience Reach

 With consistent messaging across more channels not only builds stronger brand awareness, trust, and loyalty, it also lets you reach a larger number of people. Let’s say for a moment you are looking to advertise Tom’s Homemade Apple Juice (properly this time), and your target is female office workers. If you launched your advertising campaign int he form of posters and stuck them only in the male bathrooms, you’re going to be in trouble. Let’s say you hung them only in one hallway in the building, what would that achieve? Better reach, certainly, but still limited. You’d be missing out on a large slice of your prospective audience. Having an awareness of IMC allows brands to create a multi-pronged marketing campaign that targets a wider audience. It would be like hanging those posters in every hallway and every office throughout the building. But just that building. So it’s reaching your targeted audience, but this time it’s reaching a larger slice of them.

With increased data from your running campaigns – on each metaphorical floor – you gather more information which will allow you to finetune your approach. Perhaps the majority of women frequent specific floors, and as such your saturation of those floors should increase accordingly. In this case, of course, floors are your channels – and you want to be where your audience is.

3. Yields Higher Positive ROI

So, we’ve show you how an IMC can build trust, brand awareness, customer loyalty, and help you increase your audience reach. All of these things mean that a strong integrated marketing communications can lead to a higher positive return on investment (ROI) and revenues. A strong, consistent messaging targeted at a specific audience on the correct channels means better targeted and consisten ad spend as well. Less wastage of campaign budgets and a clearer picture of the insights from campaigns. Consolidating and integrating your marketing efforts means that you can easily adjust to changing trends as well, and that means saving resources on materials when circumstances change. 

In short, a good IMC strategy gives you better control and a deeper understanding of the advertising campaigns.

Final Thoughts

An integrated marketing communications strategy can help any brand earn its position and market share. It breaks down internal walls that might otherwise create silos between departments and even inside each department. As a result, it’s important to approach digital marketing strategies, crafting brand narratives, and reaching our target audiences, with a single, consolidated strategy. Building up an integrated approach across the board to all your marketing and communications campaigns can be the one thing that defines your brand’s strength. 

If you’re not sure where to start, that’s alright – you’re not alone, we can help you find the best way to get started. Integrated marketing communications can seem overwhelming, but we’ve got hands-on experience with establishing a strong strategy that can help you achieve your business outcomes.

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. 

Have you ever wondered what it would be like to be a performance strategist? Performance marketing is – as its name suggests – marketing based on performance. It’s a term that refers to a skillful combination of online marketing and advertising campaign programs.

Did you know that between 2019 and 2020, digital marketing budgets saw an increase in an average of 13%? This upward trending budget indicates an uptake in digital marketing. Technology is constantly changing, and performance marketing uses those advancements to drive successes. Performance marketing initiatives are the latest ‘hot’ thing, and not likely to go away, in fact, it’s likely to dominate the marketing sphere for the years to come.

As a result, a performance strategist plays a key role in the future of marketing. This week, we hear more about what makes a performance strategist tick, and how our very own performance strategist, Geetha Boyani, found her way to the #2StallionFamily.

Tell us about yourself! Who are you and where did you come from?

Hey! I am Geetha. I’m a Performance Strategist at 2Stallions. To break down my job title, I build data-driven strategies to reach target audiences in the digital space. I specialize in Search Engine Marketing (think of Google!). Furthermore, I’m a tech nerd, especially when it comes to tracking what users do on a website and how they become customers.

I come from an Engineering background, with a degree in Civil Engineering. Fresh out of college, I found an interest in the financial aspects of construction projects. Later, I went on to get a Masters in Project Management. After graduating, I made the conscious decision to switch to a career that blends my interest in dollars and numbers with project management. I must say I found that golden blend in digital marketing.

Is there someone who inspires you? Or something that motivates you?

I don’t really have role models per se. Being a numbers person, I find motivation in results. I wake up every day knowing I have a challenge ready for me at work. Solving these challenges and hearing “wow, it’s solved!” is definitely inspiring. I store these reactions so I can draw on them when things get tough.

You’ve come from a non-marketing background. Was it difficult for you to work in a field that was outside of your degree specialization? Do you have any advice for fresh graduates who are currently looking for jobs and are open to explore different career paths?

The world of work has changed drastically. We’re moving away from the belief that your degree decides your entire professional life and with technology updating practically every day, new opportunities are constantly created. 

In my opinion, learning new skills based on your passions can go a long way.  For example, I learned Java programming as part of my school curriculum nine years ago. Between then and now, I hardly used it in my work. When I made the transition to digital marketing and joined 2Stallions, one of the early projects required a custom script to track how users interact with a form. The script used Javascript. Going back to the basics I learnt nine years ago, I picked up how Javascript works and then implemented the solution. 

I started my journey as a fresher in all three  companies I have worked in so far. Each experience has been different however the common learning has been to stay teachable. Also, as freshers, we come into industries with some expectations like about the kind of work we do, or the team we are in. We all need to identify what our priorities are, not every workplace has a pool table. Ask yourself, does that even matter? What worked for me was to find a mentor or  friend to talk with. Those conversations helped me manage my expectations.

Are there any tips or tricks you use to get yourself going when you might find yourself stuck with developing a strategy or tactic to help a client or even your own personal brand?

Competition is a Pandora’s Box of insights. When I develop strategic plans for clients, I take time to check out what the competition is doing. This puts me in the place of an end user. When I am stuck, I go back to that user journey and ask myself, “Why would I go for this <brand> vs the other?” This gives me a new perspective on what I am missing and how I can better provide for my client.

Can you share some of your favorite marketing guides/non-marketing books?

I prefer to listen to podcasts or read blogs for marketing aspects. Currently, I have The Paid Search Podcast and Neil Patel’s Marketing School on my playlist. The audiobook Hacking Growth by Sean Ellis is lined up as my next read.

As for non-marketing books, I found Girl, Stop Apologising by Rachel Hollis memorable. It’s a must-read for anyone feeling that they are not good enough.

Is it true that an agency life is work without play? Tell us a little bit more about the culture at 2Stallions.

Honestly, I was scared to join an agency after hearing those stories. After joining 2Stallions, I believe the team played a huge role in helping me fit in. Our agency culture is best defined as “supportive”. I found amazing friends in my co-workers. Even though we are all working from home for most of this last year, we have come together virtually (and sometimes in person) to catch up on life outside work.

What about outside of work? What makes you tick? 

Anyone who knows me associates me with the word “Toastmasters”. When I am not working, there are high chances that I will be working on Toastmasters related projects. 

Toastmasters International is a not-for-profit organization, based in the USA, committed to developing communication and leadership skills with a learn-by-doing approach. In Singapore, there are more than 200 clubs where people can practice their speaking skills. I have been part of Toastmasters for close to 10 years now, and through this movement, I have met my mentors as well as got the opportunity to mentor others. To an extent, I would credit Toastmasters for helping me identify digital marketing as a career choice.

Wrapping Up 

Connect with Geetha on LinkedIn to learn more about her work as a performance strategist or about her work with Toastmasters!

Get to know our #2Stallionsfamily with the #2Steamstories tag.  Discover the works done by our diverse team of digital marketing professionals who’ll bring your ideas to life with impactful designs. Browse and download our case studies now. 

If you’re looking for a content marketing expert, don’t hesitate to contact us

Consumer electronics, communications, marketing – elements that combine very easily if you are familiar with the market you work in. Electronic industry giants have a unique approach to market to the tech-savvy citizens of Asia. With the pandemic turning 2020 upside down, how has the industry been impacted? More importantly for us, how have its marketers adapted to the changes we are all facing this year?  

Straight out of university and into the whirlwind of experiences and growth, comes Matthew Hui. The Regional Consumer Marketing Manager for Sony Asia Pacific, Matthew started his career journey on a different path, one that took him on a roundabout journey through the industry and the region, until it brought him to Singapore and the role he is now in. Join us now with the kick-off of our Marketing Expert Series, and learn more about how Matthew has adapted and learned from the many experiences and perspectives he has encountered throughout his professional and personal life.


Welcome to the Marketing Expert Series, Matthew, thank you for joining us as its inaugural interviewee! Let’s kick off with a bit of your history. Tell us a bit about your journey so far. How did you end up in your current role? 

I joined Sony right after graduating from university as a management trainee in Hong Kong. I went through quite a few rotations during the first two years of my career, working in multiple functions to understand the whole operation flow. During these years I learned how a consumer electronic firm operated, from backend operations like customer service and logistics, sales and marketing initiatives such as online marketing, product marketing, marketing communication, and  even front end direct store sales. 

In the end, I landed in the position of Sony’s product marketing manager in Hong Kong. This role oversees decision making for product marketing – so every day I am making decisions across different units from logistics to retail, from ATL/BTL marketing to after sales services – and my experience and understanding of Sony’s operations helps me with this.

After a few more years working locally, gaining more experience, I challenged myself and took on a new regional role in B2B product marketing for Asia Pacific. 

After a couple more years, the new role of Line Up Manager gave me the opportunity to travel between Singapore and Hong Kong. 

Most recently, in 2018, I took a permanent station in Singapore and moved back to my main focus, marketing consumer electronics in South East Asia, and this is where I’m still at right now.

So, what first drew you to marketing? Was it something you always wanted to do?

I studied business, with finance as a major because I thought that becoming a fund manager would be cool.  After a few years of studying, and actually working in the finance industry, I discovered that  sometimes, in the finance industry, your efforts and contributions to society aren’t very tangible or direct. This was not for me. I wanted a job where I could work on something direct, where your effort can be visualized, seen, and really make an impact on society. Apparently, what I was looking for was marketing, and just like that, I found my career path.

Right now you work with Sony APAC, what do you enjoy most about your role with such a giant in the industry?

Working at a tech consumer electronic giant is cool, every month you are launching something new into the market. There is never an end to new experiences, new things to try, and new things to learn in a company with such a diverse product portfolio targeting such a large and variable market segment. 

And what’s it like working in the electronics industry as a marketer? 

Well, marketing in the  electronics industry may not be as advanced as in the SAAS/ App industry, where  marketers rely on real time augmented marketing driven by data collected from  customers at every touch point. 

Being a marketer in the electronics industry is very hands-on. You need to have a good sense and understanding of all the latest marketing trends, skills, and technologies as well as a well-honed  sensitivity to data. At the same time you also need to have a feel for the human touch because you have many opportunities to communicate face-to-face with dealers, customers, and/or business partners. I’d say it would be good to be an ‘all-rounder’ as an electronics industry marketer. 

Are there any professional or personal experiences that influence your marketing style?

My extensive marketing experience with both local and  regional, crossing both B2B and B2C electronic marketing allow me to be flexible to understand different perspectives. This helps with bringing new insight into current marketing decisions I have to make. 

Many industries have been impacted one way or the other by the pandemic, I imagine it’s the same for consumer electronics, has it impacted your marketing strategies in any way? 

Yes, of course. Due to the pandemic, customers are staying at home more and more and the chance that they visit brick-and-mortar shops is very low. As a result, as marketers, we have to shift our marketing strategies to be more online driven. We also have to be sympathetic to different customer situations and tailor our targeted approaches accordingly. However, I also see it as an opportunity for marketing as customer time spent online will increase which means that we can have more engagement with the customer online. 

Have you had any positive or negative surprises due to pandemic that have impacted your tactics or methods?

This situation has never happened before,  and I’ve seen a big change in human behavior because of it. I am constantly relearning how to market to our audiences these days. Recently, I’ve seen customers engage a lot more with online advertisement. They’re more influenced by the ads they see, and the influencers they follow. I am seeing a general shift throughout the industry from storefront conversion rates to online conversion rates during the lockdown. Recently, however, I’ve also seen a recovery in offline sales as well. I believe this is due to the customers now being more eager to purchase when they are able to visit a shop front than they maybe were in the past, because the chance of visiting a physical store now is more valuable. As a result, while they’re out at the shopfront they are more determined and more ready to purchase. 

On top of that, the ability to test or try out a product before purchase is harder, at the moment, so people are more likely to buy sight unseen, so to speak.  All these are things that I am still  adapting to, trying to create the most effective way to market our products. I  believe that’s not not a bad thing in marketing, to adapt to changing situations,  because we must always take customer behavior changes into account.

Do you see any lasting marketing changes that you and the industry are going to have to embrace after COVID-19?

I definitely believe customers will be driven online, and I think that the online portion of above-the-line (ATL)  marketing is going to increase because of it. I also think there will be more and more  e-commerce. For offline marketing, I think brick-and-mortar stores will be increasingly focussed on customer experience building instead of converting sales, largely because of this shift to e-commerce. 

What about for you, personally, when this pandemic is over, what’s the next big thing on your horizon?

I can’t wait to travel. Being a marketer, I like to stay sharp on things that are happening in the world, and  travelling allows me to gain more insight into different perspectives and customer behaviors. I can’t wait to travel again, for business to get first hand experience in local markets and, of course, also for pleasure, to reconnect to the world. 

What is some advice you’d give to young and aspiring marketers? 

Keep exploring. Keep learning and adopting new ideas. Something that’s definitely right today won’t necessarily be right tomorrow. Being a marketer means staying close to what is happening in the world,  so don’t let narrow-mindedness or your own fixed experiences defeat you.  The more experienced you are, the more you have to jump out of your comfort zone and listen to others. Challenge yourself and dare to learn from  a wrong decision. 

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

In my free time, I love vlogging and photography to record my life. You can connect with me via my Instagram and subscribe to my YouTube channel. Can’t wait to connect with everyone!


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.

Have you spent tons of money but failed to get the results you want? Are you looking for more sales and leads?

Get help from our marketing experts in a free consultation call.

Yes! I want more sales and leads

No, I'll Pass this Free Opportunity.