What makes a good digital marketer? What are the common mistakes marketers make? And what are some tactics that are frowned upon? Titan Lee, a Singapore-based growth hacker and orchestrator of Singapore's most successful crowdfunding campaign, shares.

1. Digital Marketing Insights
#thegood #thebad #theugly
PRESENTED BY
TITAN LEE
Ready your pen & paper, slides not provided

2. What about Today?
Sharing Session
Experiences & Journey in Digital Marketing
Stupid mistakes
Important Concepts
Digital Marketing introductory
Mindsets > Tools
Get exposed
Know what your don’t know
Pen & Paper
Keep the Good & fit to your style

3. What about Today?
The Good
What makes a Great Digital Marketer?
The Bad
Common pitfalls & mistakes
The Ugly
Bad people out there 

4. How it all started?

5. How it all started?

6. EXHILARATING!
TRAFFIC!
MONEY!
WOOHOO!

8. A Quick Introduction

9. A Quick Introduction

10. A Quick Introduction

11. December 2012
Growth Hacker

12. Part 1 - #thegood
What’s the deal?
 Done all the wrong things
 Made all the stupid mistakes
 Here’s the concepts
 Here’s the learning points
 Here’s the examples

13. Part 1 - #thegood
What makes a Great Marketer?

14. Part 1 - #thegood
What makes a Great Marketer?
#1 Read between the lines
#2 Get Exposed
#3 Create your own luck

15. Part 1 - #thegood
#1 Read between the lines
Self learn everyday
 Ads, Ads everywhere, everyone is a teacher
 What is the copy?
 What is the picture? Why this picture?
 Why this colour? Does it mean anything?
 All this combined, what emotion is the
advertiser trying to evoke?
 How will a consumer take action?

16. Part 1 - #thegood
#1 Read between the lines
Self learn everyday
 Browse the papers, go to events
 Don’t learn what, learn how
 How is he speaking?
 How is he generating leads?
 Is it a good experience? Was it bad?
 Keep the good, but remember the bad

17. #thegood
Fundamentals of Digital Marketing and
Conventional Marketing are similar.
What’s different?
Execution. Tools. KPI.
Retail Store vs Website

18. Part 1 - #thegood
#2 Get Exposed
Self learn everyday
 #1 Obstacle to become a Great Marketer
 Not know what you don’t know
 Step 1. Shotgun Learning
 Get exposed, know what’s out there
 Step 2. Laser Training
 Drill deep, understand, apply
 Jack of all trades, master of some

19. #thegood – Get Exposed

20. #thegood – Get Exposed

21. Part 1 - #thegood
#3 Get Lucky
 The only constant is change
 Execution methods differ from industry
 B2B vs B2C. FMCG vs Electronics.
 What worked. Doesn’t work anymore.
 Create your own luck
 Experiment. Measure. Learn.
Let’s go for an interview!

22. Part 1 - #thegood
#3 Get Lucky
 At a job interview
 What is the product?
 Who is the buyer?
 What are you selling?
 What do you do to increase your chances?

23. Part 1 - #thegood
#3 Get Lucky
 What do you do to increase your chances?
 Read up on the company
 Put on a tie
 Put on a suit
 Understand position, craft value
proposition
 Find out about hiring manager
 Print & bring your CV
 Propose changes
Create your own luck

24. Part 1 - #thegood
#3 Get Lucky

25. Part 2 - #thebad
Uncommon Sense
Common Pitfalls in Marketing
#1 Feature Marketing
#2 Selling to everyone
#3 No Hooks No Loops

26. Part 2 - #thebad
#1 Feature Marketing
things people don’t care
 Benefits sells better than Features
 Don’t get hung up selling features
 Benefits are easily relatable
 Relatable & relevant information evokes
emotion
 Emotions influence what we buy
 Sell the hope, sell the emotion

27. Part 2 - #thebad
Quick Example
The strong probiotics, L. casei strain
Shirota in Yakult help to increase
the good bacteria and decrease the
harmful bacteria in the intestines.
This helps to promote a
healthy digestive system.

28. Part 2 - #thebad
Quick Example
This tasty drink helps improve your
digestive system!
Now here’s why!
#1 Feature Marketing

29. Part 2 - #thebad
#2 Selling to Everyone
Sells to no one
 You can’t be all things to all people
 Generic message
 Weak value proposition
 Low conversion

30. Part 2 - #thebad
#3 Hooks, but no Loops
Built it, some people came. No one stayed.
 Magic Plan
 Spend $ on advertising
 Traffic increased
 ROI still negative
 Leaky bucket
 No Call-to-Action
 Virality does not happen if the infrastructure
isn’t in place for it to happen.

31. Part 3 - #theugly
Marketing

32. Part 3 - #theugly
Blackhat Marketing
 Digital Marketing Tactics & Methods
 Unethical
 Frowned upon
 Illegal
 Offensive

33. Part 3 - #theugly
Blackhat Marketing
The Elephant in the room
Everyone knows about it. No one talks about it.
 E-mail lists, SEO Links
 Facebook Likes, followers, reviews
 Twitter Followers, retweets, favourites
 Youtube views, favourites, ratings
 Amazon reviews
Blackhatworld.com

34. Part 3 - #theugly
Blackhat Marketing
Why talk about Blackhat Marketing?
 There is no marketing police to regulate ecosystem
 Exposure
 Be in the know
 Know what others may be doing
 Know what NOT to do
 “Defense against the dark arts”
 Pre-empt offensive marketing techniques

35. Part 3 - #theugly
WHY Blackhat Marketing
 Results
 Results
 Results
 No 0%
Let’s go into some Examples

36. Part 3 - #theugly
Facebook & Twitter Followers/Likes
 It’s all about marketing manipulation
 Social Engineering
 Herd Instincts
 Social Validation
 Consumers reference each other when buying
 No fact checking

37. Part 3 - #theugly

38. Part 3 - #theugly
Youtube Rank Hacking
 Video Ranking for Keyword factored by
 Views
 Ratings (Likes/Dislikes)
 Favorites
 Activity (comments)
 Let’s go deeper – Old Technique
 Competitor Comments Billboard

39. Part 3 - #theugly
SEO Link Manipulation/Building

40. Part 3 - #theugly

43. THANK YOU FOR YOUR TIME
I can be reached at mail@titanlee.com
Download the slides @ titanlee.com/ppt