On 16 April 2019, Selangor Information Technology and E-Commerce Council (SITEC) organized its 8th e-commerce class of the year. The class, also the second Chinese-language class of the year, attracted 72 attendees. Speakers of the day were Goh Boon Peng, SITEC Academy Director, CK Khong, Marketing Manager of Hermo.my, and Wing Hong, Founder of Launchpad Marketing.
Content marketing is the core of internet business.
Goh started by explaining the history of the internet from connection 1.0: Desktop era (PC connect to PC), connection 2.0: mobile era(Wi-fi), and finally to the current trend which is connection 3.0: IoT (Internet of things). The Internet of things is the extension of Internet connectivity into physical devices and everyday objects. Embedded with electronics, Internet connectivity, and other forms of hardware, these devices can communicate and interact with others over the Internet, and they can be remotely monitored and controlled.
Internet make connection possible and faster. We develop from connection 1.0, communicate one to many; we began to follow pages and likes posting during connection 2.0 mobile era and current we are creating trends using SNS (social networking service). Internet drastically changes our daily lives.
“All marketing methods that involve creating or sharing content, is content marketing. Content marketing’s purpose is to reach out to existing and potential consumers.”
To change the customer’s purchase behavior and sales training, must deliver relevant and valuable information from the company to the target customer. Goh explains marketing campaign means produce valuable information to convey your understanding of customer’s needs and wishes, and intend to establish connection with them.
There are three types of content marketing which is text, video and live streaming. Besides content marketing, it is advisable to enhance your SEO (Search Engine Optimization) and keyword on the internet to increase traffic to your websites.
People often confuse differences between growth hacker and digital marketer, while digital marketer only focus on acquisition(getting people to visit your website) and activation(provide user great first time experience); growth hacker have to do from acquisition, activation, retention, revenue and all the way to referral in product funnel process.
In conclusion, to grow a successful internet business, you will have to recruit talents that have the skill of Marketing, Programming and Data analyzing.
Second speaker of the day was CK Khong, whose company Hermo provides various cosmetic products brands to customers.
During the class, CK thinks that content marketing is a marketing strategy that is committed to continuously exporting valuable content to attract and lead the audience to complete the transaction process.
To do a content marketing you will need to understand a few aspects which is you will have to know your target audience’s background and language, your promotion channel. The purpose of content marketing gives you a chance to understand better of the core values of your business/product itself, content marketing is a complete strategy, and not just a tool.
Third speaker of the day was Wing Hong, whose company Launchpad Marketing served clients from different business fields. During the class, Hong shared that 47% of buyers viewed three to five pieces of content before engaging with a sales rep, 70% of people would rather learn about new products through content than traditional advertising.
When both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. In the past, companies would create video and hope it reached and influenced its audience. Now, consumers and followers are literally begging for more video from their favorite organizations.
“Video as a conversion asset versus a brand awareness asset is much more valuable and yields a higher ROI,”
According to the Data & Marketing Association, social media spending will account for almost 20% of marketing budgets in the next 5 years. In conclusion, content marketing is to “Give, give, and give value before you ask”.