Category Archives: Digital Marketing

Simplicity is the golden rule for everything

I am sure people in the digital marketing world feels stressful when it comes to the knowledge updates. New technology is always out there for you to keep up with. If you didn’t keep you eyes on blogs or website for a while, you feel you are out of date immediately.

Veronica Fielding posted an Articles on Fastc@mpay – SEO isn’t waht you think it is. She mentioned that “…Both the Panda and Penguin updates contained very clear messages for marketers: stop focusing on technology and tricks and start focusing on people. If your website appeals to people, it will appeal to Google’s algorithms too…”. It’s very true! Panda or Penguin are Google’s algorithms which meant to prevent Web Expertise using artificial intelligence to optimize their websites.
If you want to focus on technology, you will become the busiest marketer in the world. Don’t get me wrong, I didn’t say Technology is not important, of course, it’s critically important in digital marketing world, you definitely need to know what it is. But let’s just concentrate on our products and our customers, if you know your customer well, you will provide the best product for them, they will be happy. Eventually, you will become the happiest person in the world.

20 Resources you must bookmark

Kevin Gibbons from Search Engine Watch provides a list of 20 Resources for Digital Marketers. Some of these, I think it’s quite useful for me.



Digital Marketing Platform


Digital marketing is sizzling hot in the Marketing Industry. There is no doubt more and more company is gradually increasing their marketing budget on digital marketing. Some companies are acting promptly, some are very cautious. I think the one who are acting cautiously on giving more budgets on internet marketing might be due to a few reasons.


  1. Not quite familiar with the so called digital marketing, especially with so many marketing jargons, such as SEO, SEM etc.
  2. Even though having some sense with the terms, there aren’t enough knowledge on how exactly the digital marketing is served for the business.
  3. Most importantly, the understanding of digital marketing evaluation might be the key for all these issues.


I might be able to answer some of the questions but won’t be comprehensive. It’s only based on my personal knowledge.


First of all, understanding the digital marketing platforms is the basic. There are many ways to group digital marketing platforms it depends on personal interest. From customer oriented business model, all marketing activities will be focused on two perspectives, one is customer acquisition, and another is customer retention. Therefore, the digital marketing platforms can be allocated based on these two perspectives.


Customer Acquisition


1.      Paid Media


Display advertising is also called web banners which have been published on the protocol websites, such as ninemsn, yahoo7 and other internet web platforms. This type of platforms is pretty much like traditional print advertising. Publish position, display module (Tabloid) and frequency etc need to be considered.


Most importantly, internet display advertising can be easily tracked by ad agency server; hence, you will be able to know the results of your display ads immediately. Well, you might say you can also track the results of traditional print ads by coupons code or something else. Yes, you are on. 


2.      Search


Search is broken out into two components: natural search (SEO), also called organic search, and sponsored search (SEM).


Each of them is a big subject to talk. In addition, the strategy and tactic for these two topics keep changing. Marketers and agencies are trying their best to keep up with it. Obviously it depends on Google which is still deomineting 64 percent share of serches. Yahoo! and Microsoft together are 28 percent. 


3.      Community Media


Community media includes any user generated content, such as Facebook, Twitter, YouTube, LinkedIn, MySpace and more…


Customer Retention


1.      Customer Database Management


Customer database management is similar to personal relationships. Understanding your customers is crucially important for your business development. It’s some kinds of job you do appropriately which can improve your customer loyalty, consequently your brand equity.


The simplest way is to study your customer’s behaviours, such as their shopping basket, how often they made purchase, what’s the last time they made a purchase, how much they paid per purchase (basket size) etc.


Group your customer into a few groups by research their shopping behaviours. Who is the champion customers and who is the detractor, treat them differently, they will reward you differently.


2.      Email Marketing


Email marketing is the cheapest marketing. If the quality of your customer data is good enough, it also can be most effective marketing. There are a few things you might want to keep in mind.


          be relevant (content and subject line)

          select appropriate frequency

          select appropriate time

          measure and test

          learn and optimise


3. Others you might think of

What can we learn from Gordon Ramsay ?

This article is written by Bas van den Beld. Honestly, I was attracted by the title – what can we learn from Gordon Ramsay ?
8 Things Website Owners Can Learn From Gordon Ramsay
Gordon Ramsay is a well-known chef around the world. He has set up many successful restaurants, but his success is mainly based on his television shows like “Hell’s Kitchen” and “Ramsay’s Kitchen Nightmares,” and the swear words he uses in these shows.

In “Kitchen Nightmares,” he comes into a restaurant, which is usually almost bankrupt and barely attracting any customers, and helps save it. Strangely enough, looking at that show can help you a lot when optimizing your website. Think whatever you want about Ramsay and his swearing, but he knows what he’s talking about.

It turns out running a website is just like running a restaurant. Let’s take a look at some lessons we can learn from Gordon Ramsay.

Clean up Your Menu

Most restaurants Ramsay visits in his “Kitchen Nightmares” have extended menus. The owners try to put up as much food as possible, with as much variety as possible, to give their guests as much to choose from as they can. Ramsay always cleans up the menu and focuses on only a few dishes and making these special.

Most websites have the same problem. There are so many sites out there which are so full of information that you can’t find what you’re looking for, even if you try. These sites often also have a hard time ranking because search engines simply can’t place the content.

Too much varied content won’t help your site, so start cleaning up your menu. Focus on the really important areas for your potential visitors and create landing pages for those. Make the specials interesting for your guests!

Find Your Niche

There are many restaurants out there, which means a lot of competition. To stand out from all the competition, Ramsay looks for a niche. Is there no fish restaurant? Make a fish restaurant. Is there no “original burger joint”? Create one.

Ramsay is looking for niches, and so should you as a website owner when optimizing your site. Why try to rank for that one high volume keyword which also has a lot of competition? Aim for the long tail and find keywords that will make your website stand out.


Most restaurants you see on “Kitchen Nightmares” are horribly decorated. My grandmother wouldn’t even bother to walk in because they look so old fashioned. So Ramsay decides to clean them up and redecorate.

Many site owners should consider cleaning up, too. You can optimize a site all you want, but if it doesn’t look appealing to your visitors, you can rank number one forever without converting.

Get Your Kitchen Sorted Out

In watching the show, you see the horrific state some kitchens are in. If guests saw how their food was being prepared in these areas, they would instantly walk out. A restaurant that runs well needs a kitchen that runs well. Without the right material, no good food will come out of the kitchen.

The same goes for a profitable website. If you have a bad CMS, if the technical part of the site is failing, you won’t rank. So make sure your “kitchen” is in order: check and optimize your site speed, make sure there are no frames, and have a technical SEO look at your CMS.

Cook What Your Guests Want to Eat

They say restaurant owners are stubborn, and that they tend to think they know what’s best for their customers. You often see those restaurant owners ignoring the things the visitors are actually asking for, which leads to customers not returning to the restaurant.

Well, if restaurant owners are stubborn, most website owners are even more so. I’ve dealt with many clients pushing elements on the site they liked very much, without listening to the (potential) visitors.

I’ve heard the phrase “it’s my site, I’ll put on it whatever I want” way too many times. My answer has always been: “it’s not your site, it’s your visitors’ site.

This goes for design elements, but also for SEO elements. Using keywords that nobody is searching for is still a huge issue on most websites. Listen to Gordon Ramsay here: focus on what your visitor wants, not what you think is best.

Get the Right People in the Kitchen

Have you seen the shows in which the restaurant owner was also the chef, the head waiter, and the host all at once, but he really couldn’t cook or wait at all? These restaurants are usually doomed. Ramsay tries to get the owner out of the kitchen as soon as he can and tries to find a real chef to run the kitchen.

Things aren’t much different with websites. There are way too many site owners out there who think they can run both the technical, content, and search marketing part of the site, when they actually don’t know what they’re talking about.

Site owners must make sure to get the right people to do the right jobs. A professional SEO or a professional technician can make all the difference when it comes to ranking.

Give Your Potential Visitors a Taste of What They Can Expect

On every show, Ramsay tries to find new visitors for the restaurant. He goes out and talks to people, but he also takes the “improved” employees from the restaurant out on the street to spread the word on the “new and improved” restaurant. They usually give the people on the street a taste of what they can expect — something small, but delicious.

A website owner should also go out and give potential visitors a taste of what they can expect. This is easier for a site owner than a restaurant owner — after all, he can get his titles and descriptions right and he can use social media to go out to where his potential customers are and give them a little taste of what to expect.

Aim for High Quality

One thing makes Ramsay (and all great chefs) so much better than most others: quality. Ramsay always aims for the high standards. Trying to stand out is what makes a restaurant successful.

Site owners must be that chef who aims for high quality. Half a site won’t attract many visitors, it won’t rank and it certainly won’t convert. You have to give it all the attention it deserves.

What you put into your website will come out of it. So aim for high standards and high quality and you can be the successful chef of your website.

Major marketing blunders

The following article is from other website, it’s useful information for a marketer to remember.


As some of the country’s best known brands prove over and over again, marketing mistakes can happen to anyone. Whether it’s an ill-devised campaign, poor execution or an email that’s slipped out accidentally, letting the world see your company’s slip-up can cost a brand dearly. We look at some of the more high profile marketing gaffs and explain how your company can avoid following suit.


Blunder 1: Westpac goes bananas
Westpac copped major flak from consumers late last year after hundreds of thousands of its customers received an animated video explaining why its interest rates were rising.


The video, dubbed Cool Bananas, worked to justify the bank’s decision to raise interest rates by almost double the Reserve Bank’s increase by likening mortgages to bananas smoothies and the cost of borrowing money to the cost of bananas.


Consumers dubbed the video childish and condescending and ultimately, Westpac was forced to apologise.


James Atkins, director of Vantage Marketing says companies should considering how they would feel if its marketing campaign ended up on the front page of the newspaper, adding that this simple approach can sometimes put things into perspective.


“These sorts of problems occur when you jump straight from objective to execution.”


“You don’t want to end up with a damaged reputation by doing something that’s just plain stupid. Companies need to ask if the campaign fits with their strategy,” Atkins says.


Blunder 2: Virgin Blue database blunder
Even big brands like budget airline Virgin Blue isn’t immune to marketing mistakes. Late last year a major database blunder took place, resulting in some major back-peddling.
The company emailed its entire Velocity loyalty scheme database (including people who had opted out of receiving messages) the following: ‘We’ve got a treat for you – a free upgrade to Velocity Gold!’


The email went on to offer free lounge membership, priority check-in, up to 32kg of baggage at no cost and two personalised baggage tags.


But hours later, a second email was sent, alerting people to the fact that the previous email was a mistake. Customers were asked to disregard the offer ‘as unfortunately you do not qualify for that upgrade’. The company apologised and blamed a processing error, but was left red-faced.


Rob Belgiovane of Sydney advertising agency Belgiovane Williams Mackay says a marketing mistake can see a brand lose millions of dollars if it results in customers turning off a brand.


“At the end of the day we’re all only human, but I do see more and more errors slip through when marketers try to rush campaigns through to get them to market quickly, or try to create campaigns on the cheap,” Belgiovane says.


“Reduced budgets and less time spent on a campaign equals more mistakes, it’s that simple.”


Blunder 3: Kraft’s iSnack 2.0
Kraft’s iSnack could quite possibly go down as one of the most inappropriate names ever coined.


The food giant created one of the most short-lived products on supermarket shelves late last year after the company named its new Vegemite cheese spread iSnack 2.0 after seeking suggestions from Vegemite fans. The unveiling of the name resulted in consumers venting online, before Kraft renamed the product Cheesybite. Some suggested that the entire episode was a publicity stunt, which Kraft strenuously denies.


Peter Harris, national president of the Australian Market and Social Research Society (AMSRS) says research is vital before a campaign launch. He recommends that marketers set aside between 5% and 10% of their marketing budget for research and pre-launch testing.


“By engaging with consumers before the launch, marketers can reduce their risk. Marketers need to regularly engage with customers to understand what they deem to be acceptable. That way you’re able to pick up any undercurrent that may deem something to be risky and made a decision whether to proceed with it, or whether you should change the campaign.”
Blunder 4: Witchery Man launch
Sydney communications agency Naked Communications created a YouTube video in which a young female actor appealed for a guy who left his jacket behind to contact her so she could return it.


The video, launched last year, received heaps of coverage but the media soon uncovered the fact that it was a hoax disguised as an elaborate marketing strategy to launch the Witchery Man brand.


Naked was condemned by industry peers over the stunt, but the agency stood by the campaign, saying it worked beautifully to launch the new brand. Social media campaigns need to be based on the truth, according to Belgiovane. “If you’re making things up to get your brand out there virally, then consumers are going to start to feel ripped off,” Belgiovane warns.


“You need to be making people a genuine offer and stick with that notion of reality when heading down the social media path. Integrity is very important. But brands should be careful. Social media is fraught with danger for the inexperienced.”
Blunder 5: Toyota Yaris ad backfires
Toyota dabbled in social media late last year, inviting consumers to make a short film as part of a competition offering $7,000 in prize money.


The car marquee launched the competition to promote its Yaris brand, aimed at young females.


The winning ad depicts a father and young male having an innuendo-laden discussion about an impending date with the father’s young daughter. The video includes such phrases as “I’m here to take Jennifer’s virginity out tonight”, “She can take a good pounding in any direction” and “I’m ready to blow”, among others.


The video was chosen as the winner of the competition and was used as the campaign despite one of the conditions of Toyota’s competition being that submissions must not be immoral. Toyota eventually apologised after a public backlash.


Atkins of Vantage Marketing says company CEOS need to hold marketers accountable when going through the campaign development process.


“CEOs need to be asking the tough questions. They’ve got to look at whether the strategy fits the objective. If the marketer can’t answer those questions then it should signal a big red flag for CEOs.”
Blunder 6: Grill’d bungled coupon offer
Melbourne burger chain Grill’d was forced to apologise for a bungled two-for-one offer aimed at university students this month after a print-only coupon found its way on the internet.


Grill’d offered a two-for-one offer through a university publication. The coupon was designed for print publications only, but soon electronic scans were being sent to inboxes everywhere and the chain was flooded with requests to redeem the vouchers, but Grill’d initially refused to honour the offer.


Rival fast food chain Nando’s took advantage of the chaos by offering to redeem any Grill’d voucher while launching a similar campaign of its own.


Grill’d then announced it would acknowledge the coupons in a bid to appease its young target market.
Jo Macdermott of Melbourne’s Next Marketing says the best way to get over a marketing mistake is to go into crisis mode.


“For most SMEs I would say cutting expenses as much as possible and as quickly as possible is a good start. Then, go through a very thorough cashflow to ensure the business doesn’t run out of cash.”


Hiring expert help can also be a good idea, she says.


“But ask your suppliers to show you your expected return on investment before committing to anything.”

Sony Ericsson Hopper Invasion Campaign (Continued)

The matrix for media communication works well. No matter where customers see the Hopper Invasion message, they will be lead to the website and encouraged to join in the Hopper Invasion campaign.

Areas that could have been improved

There are a few things Sony Ericsson could have done better.

Product not tie-in with the campaign
Every campaign is executed for promoting the product. The Hopper Invasion is a fantastic idea and the campaign is highly interacting with the customers. Unfortunately, it doesn’t tie-in the product with the campaign. Customers seem to have lots of fun on being part of campaign itself, but they might not pay attention to what the product is.
To promote the camera phone, Sony Ericsson should entice customer who are in the city with the campaign launched to take pictures with Sony Ericsson Satio.
The competition should be created based on two targets.
– People in the city where the campaign ran. Join in the competition, you have to upload the best Hopper Picture you took by Sony Ericsson Satio or Aino.
– People who are not in the city where the campaign ran. Join in the social network (Facebook or Twitter) to pick the best picture, the most enthusiastic contributor will win a grand prize.
Therefore, the target customer in the world will be engaged with both product and campaign.

Lack of user generated content
The whole campaign is cautious on using blogosphere.
There is not either product preview blog, product manager blog or customer comments on the Hopper Invasion website.
Sony Ericsson might regard the Hopper Invasion website as a campaign information website, but the product review link should be at least added in the campaign website.

Mechanics Issue on email campaign
The campaign might have some problems on continuing interaction with the customers. Especially on email campaign, the post campaign activity is conducted by email campaigns.
The customer is told that once they created and leased their hoppers, they will be given further instructions via email on how to participate and where to see the web-based Flash Mob.
I have created my hopper, apart from the email notification telling me my hopper launched successfully; I haven’t received any updated information.

Sony Ericsson Hopper Invasion Campaign

I did a case study in November last year. The case is about analysing a campaign whose primary marketing strategy is focusing on digital marketing. Here is the case study.
Sony Ericsson Hopper Invasion Campaign
Campaign Background
The Hopper Invasion Campaign is launched by Sony Ericsson to promote Sony Ericsson three new phones, the Yari, Aino and Satio. The campaign is a part of the Entertainment Unlimited and Make.Believe branding activities, and part of the lead up to the November 3 launch of Rachel, Sony’s first Android phone, the Xperia X10.
The three new Sony Ericsson phones are impressive looking mobile phones. The promotion is focusing on promoting the Satio – Touch Screen Camera Phone, the square box like appearance has a strange allure. It is full of functionality and offers some of the latest technology available to mobile phone manufacturers. In fact its one of the most advanced mobile phone on the current market with features such as a 12 mega pixel camera in its arsenal.
The overriding feature of this phone is the 3.5 inch TFT touch screen which comfortably displays 16 million colours including variants. The screen displays images with a vivid representation and with an unrivalled clarity. The screen operates at a size of 360 x 640 pixels and includes an accelerometer sensor which ensures images are displayed in their correct aspect.
In order to promote the product to its target customer, they set up the Hopper Invasion worldwide Campaign. It all started with 500 hoppers in Barcelona and the idea that you can spark something fun anytime, anywhere.
The Hopper Invasion campaign was developed at Saatchi & Saatchi, London, by executive creative director Richard Copping and art director Eddie Wong. Media was handled by MEC.Filming was shot by Rockhard Films director Tony Petrossian via Play Films. Post production was done at Blackmagic Design, Singapore. Sound and music were produced at Song Zu, Singapore.
Target Customer
Sony Ericsson Satio target customer are young Male and Female, aged 15-35, college youths or working executives, living in urban, semi urban and rural areas Where there is mobile connectivity.
They are party animals, like camera phone, social network and something unique and funky.
  • Setting up the Hopper Invasion campaign to communicate new products with audiences through a multimedia channel.
  • To acquire the awareness of the campaign, a comprehensive mass media plan covers the worldwide audiences as soon as the Barcelona campaign launched.
The campaign started in Barcelona when 500 Space Hoppers took to the streets…
In late September, 500 people on space hoppers invaded Barcelona, for a TV commercial and viral film.
In London, The Space Hoppers is running in cities via the projections throughout the U.K. The whole Space Hopper projections featured in London, Birmingham, Leeds, Manchester, Glasgow and Dublin. Several of the projections targeted specific events in the evenings where a large gathering of people could be guaranteed, such as locations next to the O2 ABC in Glasgow and Academy in Birmingham on the nights of major acts.
Viewers are driven to the Sony Ericsson Hopper Invasion website where people are encouraged to create their own virtual hopper, customising the appearance and the height of its bounce. In London, More than 27,000 people have signed up for Sony Ericsson’s online Flash Mob involving retro space hoppers.
Details of the online Flash Mob are being kept under wraps as the brand saying only that participants will be given further instructions via email on how to participate and where to see the web-based Flash Mob.
You can also share this campaign with your friends via Facebook, Twitter, Digg, Stumbleupon and Delicious, these social network buttons are added in the Hopper Invasion website.
Communication Strategies
  • Key Message:
What if dreams could become reality? Join in the Hopper Invasion. We are here to make it happen. Make. Believe
  • Media Strategy:
Focus on digital channel to create a buzz; integrated digital, TV, outdoor and print ads to create hype; the digital campaign would act as a flash mob style campaign with space hoppers ‘invading the web’.
Sony Ericsson set up a campaign website
The website is a flash site featuring functionality and creativity. The whole website is divided into four sections, the main section on the left for product demo, the other three sections are on the right for introducing the worldwide campaign, join in online invasion and another product introduction. It has all the right goodies to get your creative juices flowing. After selecting your country you see a screen with a 3D animation – then you get invaded by the Hoppers.

Product Demo – The product demo with flash instruction highlights the core benefits for using this product. The core feature of the product is Pics that get your friends talking with Satio™. There is a link leading viewers to Sony Ericssion product website.

Campaign Message – Once you click in, it will show you the Barcelona Campaign, TV ads and the Flash Mob promoted on the MSN and Yahoo. This section will answer a whole lot questions you will ask, such as:
What is the whole campaign is about? What does the Flash Mob look like? And how Sony Ericsson promotes it?
Online Interaction – Join The Invasion which is set up for the interaction with audiences. The activity is that creating your hopper in six steps to be part of the online invasion. You can give your hopper colour, eyes, mouth, nose, tats and scars. In the end, you can create your bounce level and name. Then release! After you name your hopper, you need to provide your email address for getting the hopper news from the chief hopper. After you’ve created your own Hopper make sure to download your screensaver – very funny.
Mobile Game and Ring Tone
You can download the hopper game to your mobile phone, also download the ring tone, screensaver and more to your phone.
Paid Media
The advertising campaign is launched on the back of initial digital activity on sites such as MSN and Sony Ericsson’s own new website encouraging consumers to create their own space hopper.
The world’s first ever Flash Mob is launched on Yahoo7 and Ninemsn homepage at the square banner position. The online Flash Mob which caught Yahoo!7’s users by surprise saw thousands of individually designed coloured space hoppers bounce across the screen for about 40 seconds at exactly 6pm, before vanishing.
Sony Ericsson is doing the SEM for the Hopper Invasion. When you search Hopper Invasion, you can see the first search result is the Hopper Invasion website.
It’s convenient for viewers to click the search result and lead to the website straight away.
TV Ads
The TV campaign asks ‘What if dreams could become reality?’ and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We’re here to make it happen. Make. Believe.’
You can also find the TV ads on the Hopper Invasion website:
The billboard is the large signal for the Hopper Invasion campaign to be seen in busy roads, motorways and highways in most big cities in the world. There are a few billboards displayed in the Pacific Highway in Sydney with the following picture.
There is no official Hopper Invasion blog.  Only a few blogs are created by Sony Ericsson fans to introduce the products.
Sony Ericsson created a page named sonyericssonworld on Youtube and published one of the Hopper Invasion video on the page. There are 298 ratings for this video. The YouTube video points viewers to the Hopper Invasion site where they are encouraged to create their own customized hopper and sign up for updates from Sony Ericsson.
This video has successfully gone viral. There are heaps of different video published by fans. The contents are more vary compared with the official video. People are loving this fantastic idea and fun activity.
There is no official Hopper Invasion fan page. The campaign message is ebbed in the Sony Ericsson World page, but there are a few things highlighted in the page.
– Banner Display
Two Hopper Invasion banners are displaying at the left hand side of the Sony Ericsson World page to lead customer to the Hopper Invasion campaign site.
– Campaign Message
The campaign message is published continually on Sony Ericsson World page to communicate with customer constantly. Such as
The invasion continues
Satio™ and Aino™ sparked the world’s first hopper invasion. They captured the fun, shared it with the world and, with apps, sparked a conversation.
See the Satio™ and Aino™ hopper story from the start, from the streets of …Barcelona to the world’s first online flash mob.
Now it’s your turn to experience the invasion. Join in at
Hop to it!Read More
– Photos Sharing
Many Hopper Invasion pictures are displayed on the Sony Ericsson World Page.
The digital campaign will also feature hopper-themed activity on Twitter. But this official twitter page is just set up with few followers and tweets.
The above the line campaign also features the gaming and video content available through the new trio of handsets. The Aino is the first to access Playstation 3 through the mobile handset.
Overall Evaluation

The idea of the campaign is excellent! It successfully enticed its target customer to engage with the campaign.
The execution of the campaign is smart. It starts with a real Street Hopper campaign in Barcelona, and then launched a viral video in the worldwide via different media channels, the projections, the video, the TV. The buzz has been created only by a campaign in Barcelona, continued with a virtual campaign and online interaction with customers in the cyber world.
The website traffic is good, the average unique visits are 220k, total visits 240k and page views 360k (data provided by Google Ad Planner). Visitor spends average 3:50 minutes on site that means the website is interactive enough.
Media channel coverage, the Hopper Invasion covers Yahoo, MSN and Facebook for the Flash Mob ads and interaction. These three media are the top three channels for audience to reach the Hopper Invasion campaign. Hence, the media plan coverage is excellent.

Google Ad Planer (Based on:


Comp Index


UV (users)

UV (users)


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