DM, Digital Marketing.

This site is created to keep track of the learning materials and updates of the Digital Marketing courses that I am conducting with AirAsia Academy. This is also my journal as a professional trainer. Feel free to check out my professional background on LinkedIn and connect with me for further discussion.

Strategic Marketing Plan

I have been involved in the strategic marketing plan for different business industries over years and the usual framework that I use is recommended by the Chartered Managment of Institute (CMI). If we are looking at a broader picture, any brand or business will need to have their annual marketing plan that may consists of both offline and online strategy. While Digital Marketing plan on the other hand, only focusing on the digital strategies which leading to the same marketing goals or objectives that set in the annual marketing plan. It depends, but generally a marketing plan consists of the introduction about your brand and customers, then looking into situation analysis and the formulation of strategies with the relevant action plan.

TOPICS OF LEARNING THAT CONTRIBUTE TO A STRATEGIC MARKETING PLAN:

Online Branding

It's crucial to understand your brand before working on the marketing plan. You may watch this video to have an overview of the brand positioning exercise, or if you are interested to learn more through the on-demand learning platform, feel free to subscribe to the learning plan from AirAsia Academy.


Customer Segmentation & Buyer Persona

I usually explain it as 'Knowing Your Customers'. When you look into your brand positioning, you will also need to understand WHO are the potential customers who need the solution (Product) offered by your brand. When we define our customers according to certain traits or categories, we are segmenting our market. Then, we create the buyer or customer persona for a better understanding of their pain points in order to formulate or improve our marketing strategies.


Content Marketing

Effective content is the intersection between what the brands want to tell and what the consumers want to know. Get an idea about Content Marketing Process from this article.

Email Marketing

Get an overview of Email Marketing from this article

Social Media Marketing

93.6% of the world's internet users are active in social media (Datareportal, July 2022). This makes Social Media Marketing a key component in Digital Marketing. If you are interested to learn more, feel free to subscribe to the on-demand learning course from AirAsia Academy.


Website & eCommerce

I usually will discuss further in the courses below: