LMCW 1022

FUNDAMENTALS OF ENTREPRENEURSHIP AND INNOVATION

SET 65

DIGITAL MARKETING

STUDENT’S NAME MATRICS NUMBER

1 ALYA IWANI BINTI YAAKOB A186343
2 NURUL AFINI BINTI YUSRI A185484
3 JASNEETA A/P KUMARAVEL A188795
4 NUR 'IFFA BINTI SHAHIDAN A186423
5 SURAYA BINTI MOHD SHAFIE A189030

GROUP: 7
ACADEMIC SESSION: 2021/2022
LECTURER’S NAME:
• DR. SHIRLEY GEE HOON TANG
• PROF. MADYA DR. AKMAL SABARUDIN
 I. Justify at least 2 suitable types of digital marketing

Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes not
only email, social media, and web-based advertising, but also text and multimedia messages as a
marketing channel. Two suitable types of digital marketing we decided to use are social media
marketing and marketing automation.

i. Social media marketing

• Social media marketing is defined as the use of social media platforms to connect with the
audience to build a brand, increase sales, and drive website traffic. This involves publishing
great content on social media profiles, listening to and engaging with followers, analyzing
results, and running social media advertisements.
• We are using various social media platforms to promote our product (MySuara) which
consist of YouTube, Facebook, and Instagram. Social media marketing is our number one
choice of digital marketing as most of the time the consumers rush to browse social media
when they want to know more about an organization or product because that’s where
they’ll find others talking about any kind of business.
• According to report published by Simon Kemp in Digital 2022: Malaysia, stated that,
YouTube, Facebook, and Instagram are in the top 5 most-used social media platforms in
Malaysia.
• Data published in Meta’s advertising resources indicates that Facebook had 21.70 million
users in Malaysia in early 2022. Furthermore, Facebook’s advertisement (ad) reach in
Malaysia was equivalent to 73.4 percent of the local internet user base (regardless of age)
in January 2022.
• Then, updates to Google’s advertising resources indicate that YouTube had 23.60 million
users in Malaysia in early 2022. This figure means that YouTube’s 2022 ad reach was
equivalent to 71.6 percent of Malaysia’s total population at the start of the year.
• Next, numbers published in Meta’s advertising tools indicate that Instagram had 15.55
million users in Malaysia in early 2022. This figure suggests that Instagram’s ad reach in
Malaysia was equivalent to 47.2 percent of the total population at the start of the year.
 • Besides of that big number of users on social media in Malaysia, social media marketing
also has a lot of another benefits. The concept of social media marketing has evolved over
the years. Today, it has developed into something more than just a place to broadcast
content.
• By using social media, we can use various kinds of posting such as live posting, video,
poster, quote and many more to promote and interact with our potential customer. Through
these postings, it can provide us with a way to tell our brand story and connect with the
customers.
• Social media marketing is also probably the most cost-efficient and diverse way of
promoting our business. It does not cost the company anything to create a profile on most
social networking sites. Even if we want to run a paid campaign to boost our content, the
cost is lower compared to other advertising platforms.

ii. Marketing Automation

• Marketing automation is defined as technology that manages marketing processes and
multifunctional campaigns, across multiple channels, automatically. With marketing
automation, businesses can target customers with automated messages across email, web,
social, and text.
• One type of marketing automation that we use to promote our app is through email
automation.
• Email automation is the ability to send time or action triggered emails to subscribers with
relevant information. Thus, automation is very useful for a variety of marketing purposes.
• With marketing automation, our company is better able to qualify leads and pass them onto
sales, resulting in higher revenue and greater growth.
• By using email automation for marketing, we can also create segmented mailing lists also
maintain and improve engagement with existing customers. We could also increase the
efficiency of the product’s marketing and even convert prospects into customers.
• Therefore, our main purpose of using email automation as our digital marketing is due to
the process of using tools and technology to automate repetitive marketing tasks, track and
 measure campaign performance. Besides, we would also love to improve productivity, and
drive efficiency by minimizing manual actions.
• Last but not least, email automation in our product allows us to create one-size-fits-all
messages to send to users who are going to unsubscribe or have lost or are about to lose
interest in our app. That way, if we need to reach out to the user, we have an automated
email ready to go.
II. Explain 5 digital marketing platforms that can be used

1. Instagram
• Instagram is Gen Z’s favorite social platform. Global internet used aged 16 to 24 prefer
Instagram to other social platforms.
• Has become a huge and diverse online community with unlimited marketing potential
• According to Forrester, Instagram is the king of social media with a 4.21% engagement
rate
• What are the benefits?
• Instagram ads are non-intrusive and less likely to annoy the targeted audience
• The engagement rate on Instagram is higher than the engagement rate on any other
social media platform
• In terms of ROI and cost, Instagram marketing returns the best results. It’s effective
and less time-consuming than other online marketing channels
• There are 3 main types of Instagram ads
• Instagram Photo Ads. Can post a photo or promote our product online through visually
engaging images
• Instagram Video Ads. Can create ads up to 60 seconds long and deliver them to your
target audience. Time is very limited these days and I would recommend shorter videos.
They’ll get maximum attention and the expected response from your potential and
existing customers.
• Instagram Stories Ads. The engagement rates for Instagram stories are already high,
with Instagram revealing one in five stories gets direct message from viewers
2. Facebook
• Facebook’s target audience is Gen X which aged between 42 to 57
• Facebook’s market share for digital advertising is close 20%, making it one if the single
largest options for advertising.
• Facebook provides useful analytic
• What are the benefits?
• Facebook allows to create video ads to grab more attention because most users prefer
watching videos rather than reading content
• Facebook ads increases website traffic
• Facebook ads increases customer attribution. Attribution is the number of times the
audience sees the service apps, the more likely they convert.
• Facebook ads help increase the touchpoint with audience and leads to more conversions
in the future
• Can access unlimited database info

3. YouTube
• The largest age group using YouTube is between ages 15-35. 77% of internet users between
ages 15-35 are on YouTube, along with 73% of users aged 36-45,70% of users aged 46-55
and 67% of users aged 56+
• YouTube is the second most visited site in the world after Google
• Ever since its inception, it accounts for nearly 2 billion monthly globally active users
• Promoting the application through videos, ads and the newest feature which is YouTube
shorts
• What are the benefits?
• Multiple video types such as make engaging and funny videos, show how the
application works in behind-the-scenes video, create testimonials from customers and
go live
• Can reach a global audience even if we speak one language. In addition, we can include
closed captions on the videos. Research now shows that videos with closed captions
receive 4% more views and subscribers than those without.
 • The content never dies because re-purposing the content that have already is an
effective form of content marketing, as we can reach an audience that will love this
particular type of content. The example of re-purposing is by making a video series or
podcast.
• YouTube Insights lies in its most powerful feature: Discovery. Data on the specific
dates, external and internal searches and the keywords used to find you are all available
on the Discovery feature. All of these will help you improve YouTube marketing
services to help optimize future videos.

4. Email Marketing
• More than 34% of the people worldwide use email. That is about 2.5 billion people.
• The Radicati Group, who produced that info, also reckon that the world sends about 196
billion emails daily. Out of these 196 billion emails the majority, 109 billion is business
email
• Email marketing is also a very personal way of reaching the target audience
• Email can be tailored to customer actions so that every communication is relevant to their
interest
• What are the benefits?
• It’s easy, effective and inexpensive. Email marketing allows business owners to reach
a large number of consumers at rate of nearly nothing pe message
• Reach customers in real-time. According to Litmus, 54% of all emails were opened on
a mobile device. This is significant and should come into play when planning any
marketing strategy. More and more consumers are using their mobile devices to access
not only emails but all other types of media and information.
• Email marketing is easy to measure. Most email marketing tools offer the ability to
track what happens after you have sent out your email campaign.
• Can increase application service awareness. Possessing a customer or prospect’s email
address means one thing: they showed a level of interest in your business. Email
marketing gives the ability to increase that interest level, that brand awareness, by
staying top of mind
5. Influencer Marketing
• Influencer marketing’s purpose is to strategically leverage the power of a given
individual’s influence in order to determine the action of another
• Influencer marketing has experienced unprecedented growth in recent years. But the
strategy once regarded by some as a fad has taken digital marketing by storm
• One popular type of sponsored content is influencer marketing. With this type of sponsored
content, a brand sponsors an influencer in its industry to publish posts or videos related to
the company on social media. Influencer/celebrity get paid for reviewing the products of
the company in their social media account
• What are the benefits?
• Influencers connect the application service to millennial and gen Z consumers.
Millennials are increasingly favoring and contributing to the popularity of digital
media. Thus, if you are looking to appeal to the millennial or Gen Z market, influencer
marketing is all but essential in today’s digital first world.
• Influencers provide long-term benefits. The application service should view investing
in influencer marketing as a long-term strategy based on relationship building, not just
a one-off promotion. Building trust between our application service and consumers
takes time, and the same philosophy applies to influencers and influencer marketing.
• Influencers set trends. Influencers are go-to resources of information on new products
in their industry. Whether its fashion, gaming, beauty, or fitness, audiences respect and
often idolize the opinions of the influencers they follow. This is one of the reasons
influencer marketing is so potent and effective.
• Working with influencers will help increase our engagement. Increasing the number of
likes, comment and shares we will receive on social media posts can sometimes be a
struggle, especially if our application service is new to the market. Working with
influencers can help us create some really engaging and unique content, which will lead
to increased engagement on your channels.
III. Produce a poster of the product information
IV. Produce a video of the product awareness

Link: https://youtu.be/NzRruSVCaZ4
V. Produce an AIDCA copywriting to promote the product

AIDCA

ATTENTION • Are you ok?

• Are you stress or depressed?
• Need assistance regarding your mental health?
• Lazy to write your thoughts in journal?
• Mysuara is Perfect app for you, if you love yourself and need help
with your mental health.
INTEREST • Easiest and quickest way to monitor your mental health.
• Your mental health can be diagnosed just with your voice (voice bio
marker)
• Capture your raw emotions spontaneously with our voice journaling
DESIRE • We can help you to express yourself.
• We can prove you that you are fine and not alone.
• We can help you manage your mental health and improve your self-
confidence.
• We can increase the quality of your life.
CONVICTION • MySuara is available in both iOS and android.
• FREE but for more amazing access and specialties, become our silver
or gold customer
• Silver user can access unlimited Voice-journaling, progress tracker
and also be able to experience the app ads free.
• Gold users can access to all app’s features and get discounted price
for their psychologist appointment on their birthday month.
ACTION • Download and sign up MySuara app today to get free silver
subscription for the first one month!
• Visit www.MySuara.com
VI. Create three postings via marketing platform selected

i) Facebook
ii) YouTube
iii) Email Automation