Digital Marketing evolution - FB is the marketing

Ateneo Professor on Entrepreneurship

Rizal Philippines
October 5, 2019

Digital marketing is any type of marketing  that uses electronic media.  So the first one started when radio was invented by Marconi. Radio is an electronic device. And so with marketing or ads that use, radio, TV, computer and lately cellphones (smart phones)

1  Google age -  the marketing putting content at the  web to be search optimized at the website and search engine.  Still the ads on regular media played a major role, and the internet merely served as another media to view the ads.

2. FB age -  now marketing is not via search engine of Google.   or simply clicking  the button for facebook for added exposure.  Now FB is the marketing medium and/or marketing, and be run independent of google, and thus the SEO, webinar the white paper brochure blog  era has passed    All you need is Facebook

    It is time for e commerce, of Lazada and facebook and facebook is trying to emulate Lazada with its market book.

   A marketer was dismayed by his failures at Digital Marketing and simply describes the 3 step process as
     
          1.  Know very well, define the value  being offered by your product;

          2.  Communicate this to the market.  (And you choose the platform)

          3.  Leverage your communication process by employing tools that will enable you to reach more
               customer at least cost and least time.

   Facebook would seem to be the tool, solution to number 3.  Facebook is the marketing.  The whole of facebook is no longer to be seen as a social corner but as a marketing  platform, the one big e commerce platform for many products of the world (although AliBaba and Lazada etc would seem to dominate the other part of the e commerce)

   Facebook ads, and its targeting of prospect, and proximity marketing would seem to be more efficient even vs the traditional media of  TV and newspapers.  With over 2.00 billion views a month, FB dwarfs Google and other web site.    Even You tube (which makes most money for Google)  But you have to understand the T & C of FB, otherwise your account will be closed and you will be banned.

  There is no longer a need for the SEO steps in the Google era.   As a matter of fact very few people read the blogs.  I was an active blogger before. I post directly to Facebook...

Posting at FB for marketers.  open a fan page from your personal account > fill up the blanks >  start posting>     boost >  or create an ad.



1. It is a simple matter of opening a fan page for business, fill up all the required parts of the page, and bingo you can start posting.  Get your URL if possible (only after 500 likes?)

2.  Post  FB algorithm make sure that after your post, the post will disappear  Thus you  have to keep on
     posting if you want repetition or impact

3.  Leverage post by: (by repeating

      1.  Posting on a regular basis

      2. Put up on comment, or edit post, add pics

      3.  Boost (not adviseable)  there would be wide exposure one time

     What to post:

      Your goal is to win the trust and confidence of the audience who are your probable buyers
       You are wooing the girl and you want to marry her and what do you do:

                1.  Publish regularly on what the company does:

                    1.  On the product, cleanliness, operations; in our  case interments

                   2.  Your customers interacting with your employees

                   3. Your agents

                   4. Interments

               2.  Your publication comments must be teaser, to arouse inquiries and  generate PM
                      The full product description price must be in a blog or website and or directed
                      an authority:  the admin or agent...

               3. The AIDA ad (4 liners)

                   1.  Attention or Arousal

                   2.  Interest

                   3.  Desire

                   4. Action (Call to action, PM, text or call)

                   Remember you only have 2 seconds of the  smart phone viewers time, a stroke of
                   a swipe to get the viewers attention.  Therefore, have a video, or  nice clear pic
                   to stop his/her attention

                   Example

                  1.  Arouse or Attention   "G yogurt - the yogurt that lets you lose up to 5 lbs a week

                  2.  Interest  "4 out 5 Holly wood stars take G yogurt

                  3. Desire:     we are offering  5+1 P200 per pack of 6 up to Nov 15 only

                  4.  Buy now at your  favorite  SM, or Puregold outlet

                      The four lines and the product feature occupies the entire Smartphone screen

                       Sweet and simple ad making.  But being very focused on the attributes

             

 4.  Buy an ad which will cost you P5,000 to P20,000 a month but can give you up to 50 prospects a day.
     You will have write a good long page ad/copy  The FB will repeat the ad daily reaching the   demographics, and area you have selected.  (Advisable) or if you do not want to spend  do 3.1 and 3.2
but ad will help you capture leads.

5.  Subscribe to advance Messenger  facilities especially that has bot (auto answer) and filtering device question
     related to the product.  The Bot message can have for clicking:

    1.   Auto answer:  which asks for name and telephone number if none is available to answer at the moment

    2.   about company

    3.   special offer

    Filter questions to  customer: at Messenger

       1.  From where

       2.  Product preference

        3.  Price /budget

        4.  Color

       5.  Then somebody can answer

6.  Get a Page Manager 

      1. So that you keep track of all Messengers across several FB pages.

     2.  Get an booking tool for an appointment

7.  Assign administrators and closers (sellers)

     Administrator oversee the page and answer all messages (leads)   Likes are meaningless for sales
     generation.  Inquiries are from the messages...

    Admin throws the sales to the sellers   Admin and sellers split the commission

    Sellers are to be recruited on regular basis:

         1. Say weekly

         2. Qualifications:   must have  cellphones and know Fb

        3.  Must be taught digital marketing via FB.   May pictures at brochures
             ng product.

        4.  No more educational attainment.  College and HS students can be trained to sell