From today on, I become a professional Digital Marketing Strategist

Before taking MBA program, I was an Engineer. As my MBA education, I designed two main objectives as follows: firstly, global perspective; secondly, marketing track.

Therefore, I applied for Fudan International MBA, Shanghai China (Collaboration with MIT Sloan School of Management). As the Fudan Team leader, I joined in Bangkok Sasin Business Plan Competition. Our adventure was a “Big Data” green household energy solution in 2012.

In the first half of 2013, I participated in Tekes – Fudan iLab in Helsinki Finland that helped a Finnish 3D animation company to design Chinese marketing entry strategy.

In the summer of 2013, as the Fudan team leader,  I took part in Portugal China Lab (Collaboration with the Lisbon MBA) that helped a Portuguese luxury men’s tailor made suit company to formulate the Chinese business model.

Now, I am in UBC, taking  UBC Sauder School of Business Exchange MBA in Vancouver Canada.

Today, very Today, is a exciting day for me cuz I got the certificate of Hootsuite University for professional Digital Marketing Strategist. Hootsuite University is perfect.  All of courses are about easy video learning about digital marketing. I MUST recommend to our kind friends as well as others who would like to pursue the way to future internet marketing strategy consulting.

“Live” Google Analytics Summit 2013


Tune in to hear about the future of marketing analytics and learn about new product launches from key members of Google’s leadership: Paul Muret, Vice President of Google Analytics Engineering, and Babak Pahlavan, Director of Google Analytics Product Management.

Google Analytics Summit 2013

ZMOT Ways to Win Shoppers at the Zero Moment of Truth

As it happens, there’s also a classic mental model for marketing. For decades we’ve practiced our craft by focusing on three critical moments: stimulus, shelf and experience.

Stimulus. Dad is watching a football game and sees an ad for digital cameras. He thinks, “That looks good.”

Shelf. He goes to his favorite electronics store, where he sees a terrific standup display for that same digital camera. The packaging is great. A young sales guy answers all his questions. He buys the camera.

Experience. Dad gets home and the camera records beautiful pictures of his kids, just as advertised. A happy ending. Those three steps have been themental model of marketing for a long time.
Figure 2-1: The traditional 3-step mental model

But the big news for marketers today is the critical new moment between stimulus and shelf in every product category. Dad still watches football and he still sees your TV commercial. But now he grabs his laptop off the coffee table and searches for “digital
camera reviews.” He looks at comments from users on CNET and two other sites. He goes to Twitter and posts: “Anybody have a great camera for under $100?” He hits YouTube and searches “digital camera demos.” Before the game ends — and before he gets to the store shelf — he’s ready to make a decision.

If you’re a brand manager, you’ve got policies, methodologies, training, shopper marketing agencies, partners and budgets to win those original three steps of stimulus, shelf and experience. But what do you have in place to win that grabbing-the-laptop moment — the Zero Moment of Truth? Probably not much. And you’re not alone. American households now spend as much time online as they do watching TV, according to Forrester Research. Yet in 2010, only about 15% of media ad budget money was spent online.

Online decision-making is skyrocketing; online marketing budgets aren’t. Change your marketing mental model to include ZMOT, and you stand to gain a ZMOT: Winning the Zero Moment of Truth very big competitive advantage. Because you’ll reach those millions of shoppers who are making decisions before they enter the store. And by the way, it’s not just stores and consumer packaged goods we’re talking about. ZMOT is at work across all industries, in B2B and B2C, and in areas like education and politics. Voters still see traditional billboards and lawn signs with classic calls to action like “Vote for Anderson” or “Punch #107.” But just like that dad looking for a new camera, voters today make a lot more of their decisions before they reach the ballot box, at the Zero Moment of Truth.

From Experience of Western Social Media, China Social Media Landscape to Developing Chinese Social Media Marketing Strategy


Incredibly speaking, there are the most cutting edge internet technology (PC website or Mobile internet), the most sophisticated methodologies and experience of internet marketing as well as data mining in US.

Therefore, based on the research of digital marketing in US, refer to the landscape of China social media, can realize the formulation of China social media marketing strategy plan.

In addition, in terms of CIC report of different industry, choose the most appropriate strategy and social media channel to come true the affordable digital marketing strategy.

The Rise of Social Travel in China


Although there are a lot of differences of internet environment between most of countries and China. For example, there is Baidu that is “Chinese google” in China. There are Sina weibo “Chinese Twitter”, Youku “Chinese Youtube”, RenRen “Chinese Facebook” as well. Compared to almost all of popular big players, there are corresponded Chinese copycats. At the same time, there is no exception in travel industry not only for PC website, but for mobile App as well. Therefore, in China, there are Ctrip “Chinese Expedia”, DaoDao “Chinese tripadvisor”.

CIC categorized travelers into 5 typologies like business travelers, self-drive travelers, package tourists luxury shopping travelers, and backpackers. Based on these travel App or websites, CiC made some significant Buzz Ranking. For instance, airlines brand Buzz Ranking for business travelers.

As for a company that would like to streamline digital marketing strategy, it can choose appropriate marketing channels regarding different target customers.


Wonderful client Presentation of Digital Marketing Strategy Plan of “Evolve Design”, a interior design firm in Vancouver, Canada


Today we made a wonderful client presentation of digital marketing strategy plan of “Evolve Design”, a interior design firm at 67 Avenue & Oak Avenue in Richmond, Canada.

There are some comments from our client, Lianna Armstrong and our team members as follows:



Great presentation is shared to any small business. This is the wonderful way to sell your business even though limited marketing budget.

Evolve Designs – Final Presentation

Digital Marketing Strategy Plan for Small Business


As for a small business, there are some following key points of digital marketing strategy. I take an example of Evolve Design:

Approach of Targeting Audience

The target audience of “Evolve Design” is 30-65 years of age, living in the Greater Vancouver area, homeowners, dual income is ideal.

Ÿ   Facebook Ads

  1. Insert keywords in the filter functionality. For example, selecting ages 30-64 (64 is oldest age Facebook let us pick), interested in “Renovation”, living within 50 miles of Vancouver. As a result, there are 8,800 people.
  2. There are two ways to post ads like newsfeed in others’ timeline and ads post at the right hand side. Facebook also allows us to test multiple ads at one time (called A/B testing or split testing).

Ÿ   Twitter Ads

Basically, the service functionality of Twitter ads is similar with Facebook ads. However, there is feature that can approach your target customer through GPS positioning location of mobile phone.

Ÿ   Organic SEO

Under the limitation of No. of characters of Meta tag title, use as many as possible keywords to meet the preference of target audience so as to increase the probability to searched.

Ÿ   Be Engaged in Relevant Communities

Join popular communities related to our business by Facebook, Twitter, Google+, etc. For example, Evolve is in Kitchen designs, it may join communities on innovative food presentation ideas, Quick Cleaning Ideas etc. Once it have identified and joined relevant communities, must stay active and engaged on them.

Organic SEO Tactics

Integrated Organic SEO means how well you come up naturally in a search engine’s results (i.e., unpaid). Regarding statistics, if you are not on the first page of search results, over 60% of internet users will not find you.

Ÿ   Meta Tag

Basically, we can use Meta Tag title as well as Meta Tag description to depict the business and your customers’ preference as specifically as possible.

Social Media Communication

In addition to Facebook and Twitter just mentioned, Google+ and Linkedin will be introduced in detail as business exposure as follows.

Ÿ   Google+

Google+ page should be a follower engagement hub. Highly engaged followers on Google+ help to enhance Organic SEO. There are some key steps about the business marketing in Google+ as follows:

  1. Visual tactics. Google+ provides friendly picture, video, and other Apps like shared presentation post functionalities.
  2. Hangout. You can use hangout to present a live event or marketing campaign. Meanwhile, hangout is a good way to accept a consulting of potential lead or solve the problems of your customers face to face.

Ÿ   Linkedin

While Facebook, Twitter and Instagram give a personal human touch to your business, LinkedIn completes your entire Internet Marketing Portfolio by providing a Professional Touch.

Ÿ   Request recommendations from your clients and business partners to build your own business community combined with 2nd and 3rd level relationship.

Ÿ   Taking advantage of endorsements from your clients and partners will enhance your search ability on LinkedIn.

Meanwhile, to integrate different social media to improve your engagement and upgrade the search engine ranking.

The Plan of Internet Marketing

Formulate a marketing plan based on specific implementation actions as well as key metrics by the timeline of 3 month, 6 month and 1 year.

Project Management

As for a one-month consulting project, there are several take away:

  1. Arrange client meetings at the very beginning for understanding requirements and in the end for client presentation.
  2. Use Google Drive or dropbox to make teamwork, and then accumulate questions to project manager who communicates with client periodically.
  3. Pick an informal place to report to client like Starbucks or hotel lobby. When one member is reporting, another member can demonstrate idea to client.