Cutting Through The Digital Marketing Bullshit

Cutting Through The Digital Marketing Bullshit


Before we continue going through this content together and while we dive into Marketing and Digital Marketing practices let me first introduce myself. Well, most of our audience think that we’re rendering full-time work for this platform– party YES and party NO. Does that make sense? “Yes” in the sense that we give our 110% passion with everything that we produce and at the same time we work with different businesses to apply the same kind of brand tone and FGDO strategy piece for their communication efforts. “No” simple we have our own separate corporate personas so to speak, and can you guess what I do aside from making content? You’re probably guessing it right now, I do corporate marketing and a number of its vertical functions for the past 15 years or so. I want to write this piece of material to put “Digital Marketing” into a simple to understand the context.


digital marketing



Everything that I will discuss below is sharp insights and 15 years worth of recaps from Kotler’s practice of what Marketing stands for and how the change in technology and social landscape completely changed the playing field.


Why Digital Marketing?


Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

digital marketing — in other words, any form of marketing that exists online.

Never dismiss good ol’ Marketing

According to Dr. Philip Kotler (the author of business school Marketing classics or Marketing bibles)

“the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”


Knowing these key principles will become a good arsenal; The Marketing Mix and Branding. There are a lot of practitioners out there or self-proclaimed “certified digital marketers” disregard how important brand definition is. They immediately dive into creating a digital marketing plan without any proper understanding or more so experience in managing a brand.


The Marketing Mix

I always stick to the basic structure. The ever so classic – 4 Ps of Marketing. Over the years they’ve expanded it to 5 and then 7, but to keep things simple it all essentially boils down to these 4 major subjects.


fat girls day out- digital marketing
Marketing Basics: Marketing Mix


  • Product: What product (tangible) or service (intangible) are you selling?
  • Promotion: How will you advertise your product or services? This involves all forms of communication.
  • Price: How much?
  • Place: Where do you plan to sell it? Typical brick & mortar store? online? This is all about product placement.




Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding is a company’s reputation, narrative, and how people see the VALUE in what you’re offering. Keep in mind that before anyone decides to create a purchase, “Awareness” needs to take place.

Branding evokes an impression on your clients/prospects/audience, allowing them to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.

Branding can be conveyed through the strategic composition of tone and voice, visual design and messaging designs

Branding Starter Pack

  • A company logo
  • A good tagline. This is a one-sentence statement declaration of what you stand for, what it that you’re offering, and what sets you apart from your competitors. In Marketing practice, we call this as Market Positioning.

Marketing Position

Examples of brand positioning:

  • Trader Joe’s: “national chain of neighborhood grocery stores.”

  • ABS-CBN: “In the service of the Filipino people”

  • Apple: “Think different”

Your market positioning is your WHY statement, and people will have a better attachment to what you stand for. Let’s go back to Apple’s positioning;

What: They make computer/tech products

Why: “Think different”- a statement that proudly emulates how they create technologies and products that are divergent from the rest of its competitors. Their products are for the so-called “early adopters“.  

Core Assignment: How to Create A Good Positioning Strategy?

Branding can change how people perceive your brand, it can drive new business and increase brand awareness.


A Digital Marketing Architecture- A Fool-Proof Guide.


Now you have an idea of the basic premises. Let’s touch the Digital Marketing topic.

What is Digital Marketing?

Digital marketing essentially uses forms of electronic devices (i.e smartphone, tablets, and computers) connected to the internet to convey and market a product or service to the intended target audience or market. Everything occurs online.

Digital marketing is heavy-reliant on good branding efforts and integrated marketing communication practices.


Communication Channels

  1. Website
  2. Social Media
  3. e-mail marketing (pro-active & reactive)
  4. Audio (Podcast) *** new trend


Digital Assets

  1. Content marketing: A blog entry
  2. Video
  3. Podcast
  4. Whitepaper


Putting your strategy to work

  1. Search Engine Optimization (SEO)
  2. Search Engine Marketing (SEM)
  3. Content Marketing
  4. Social Media Marketing (this includes Influencer Marketing)
  5. Pay Per Click (PPC)
  6. Affiliate Marketing
  7. Native Advertising
  8. Marketing Automation
  9. Email Marketing
  10. Online PR
  11. Inbound Marketing
  12. Sponsored Content


What Kind of Digital Content Should you create?

What works amongst those 12 options?  Well, it depends on your region and target audience. That is why pre-determining your Marketing Mix is important prior to drawing out your strategies. For example, based on best-practices in Manila;

  • Target demographic of Male & Female, age 18-25, college-educated, everyone owns at least (1): Tablet, smartphone, or PC/Mac.
  • Best communication channel(s): Social media (primary)
  • Digital asset: Video (4x conversion rate)
  • Channel: Social (Facebook and Instagram)

Now, if you are to adjust your target audience to a more mature demographic set, e-mail marketing, and SEO marketing will resonate better.  Also, before any future customers decide to buy-in anything that you are selling they go through 3 stages and each stage has different customer touchpoints.


fat girls day out- digital marketing


The kind of content you create will depend on your target audience’s needs at different stages in the buyer’s journey.


Key Performance Indicators 

Always put a quantitative target or goal. I firmly believe based on my years of experience with any business practice that;

You can always control anything that has numbers on it.

When we say control it practically means that you can create specific actions to influence either growth or decline of your key goals.


Website Metrics

  • Page visits or website traffic
  • SEO Ranking
  • Newsletter signups ***
  • Time on Page

Social Media

  • # of the page follow
  • # of content/post impressions
  • # of content/post likes
  • # of content/post shares

e-mail marketing

  • Open rate
  • Click rate
  • Bounce rate
  • Offer acceptance rate
  • Customer journey***


Then again the real benchmark for the Bottomline approach are these 2 things;

  1. Return of Investment (R.O.I)
  2. Repeat Customers


The Audience Experience (websites)

Because of the recent COVID-19 lockdown, I am forced to look do most of my grocery shopping online and what frustrates me is that most online grocery stores or even apps available are pretty confusing to navigate. In just 10 minutes I closed all browsers and apps on my phone.

Why? Because the organization of the store does not follow the same logic as the supermarket in my neighborhood.

Imagine that the supermarket is your website. You want to make sure that your information and design is set up in a way that makes sense to visitors so we’d be able to find what we need quickly and easily.

Designing a good user experience is the key to helping your visitors find what they need and take the necessary actions that will achieve your business objectives. Remember that a good UX has everything to do with your conversion rate.


The Digital Marketing Plan


Now you’re equipped with the essential theorems above it’s time to create your own tailor-fit plan. There are plans who would jump immediately to step 3 (6mos. goal) or 4 (creating a campaign plan), but based on practice I found it to be more value-driven when you have a  definite messaging you would want your campaign to deliver.



Do You Really Need a Certification?

You need Digital Marketing Certification to show the employers that you know about Digital Marketing which the BIGGEST MYTH around. No, you don’t need any certification from any institute to certify you.  
Perhaps it is a good added note on your profile or it might look good on your wall to give you that sense of achievement, but it is a shallow validation. If you want to be an excellent digital marketer then start learning and practicing becoming a good marketing practitioner first, or perhaps have a good basic idea of the traditional essence of its theorems and pillars. There are plenty of free learning resources available online. The next step is to gain experience through practice and work on a number of in-kind projects or help out small neighborhood businesses. It’s basically a win-win situation for both parties as your gaining traction on your portfolio, and a the same time you’re helping small businesses in your community.


Learn. Absorb. Practice. Repeat


Learning is a constant practice that never gets old. The subject of Marketing is very dynamic and always changing and you always have to be in the know of the latest practice and strategy pieces that you can adapt. I’ve listed a few references that you can look up online.

Marketing Management and Principles

  • Principles of Marketing

Digital Marketing 


  • Duct Tape Marketing
  • This Old Marketing
  • The #AskGaryVee Podcast Show
  • The Mad Marketing Podcast

What everyone wants to know: How do you succeed in the digital space?


Content is King

Everyone else is doing their own campaign online and how do you break away with all these internet noises? You have to understand the potency of good storytelling in today’s fast-paced digital climate. You have to create a good brand narrative to capture your target audience/market’s attention.

Whatever your reason for having a content site, whether it’s for business or a personal hobby, it’s important to do it right.

Writing great content is a choice. You have to put in the time and work required to create a resonating content and build a prosperous brand. Or you can choose to take the easy path and a mediocre content – a path that ultimately will get you nowhere. It will only result in a waste of time and resources.


Whatever you’re selling should also translate to your actual operations

You have to be able to back up your promises. No matter how good your market positioning is and how consistent you’re putting up great content, but when you’re just churning out empty promises

For personal branding…

Don’t sell fake entitlements like those who call themselves life coaches and charge people money to extend help, even though they’re only 25 years old and haven’t actually accomplished any substantial experiences in their lives.

As a restaurant owner…

No matter how solid your Facebook campaigns are enticing people to try out your new dishes, but when they actually visit and your wait staff clearly has no idea of your new menu item that’s automatically a poor customer experience.


fat girls day out- digital marketing


Ultimately your efforts should lead to your brand recall. In today’s socially networked world, that conversation is being disintermediated by word of mouth referrals and post-experience reviews on social channels.


Why is Digital Marketing Crucial?


Limitless opportunity

People in The Philippines spend an average of 10 hours a day on the internet and While a global average of almost seven hours of screen time a day. Ponder on that information for a while. Think about the vast amount of opportunity to have that conversation with your future customers. They are there and looking for a good narrative to watch or listen to.

Fair gameplay for everybody

Digital marketing is more affordable, flexible, and engaging than traditional marketing methods. Even small and mid-sized companies can create compelling campaigns, talk to the same market, and have thoughtful engagements. It is not anymore reserved for large corporations and bigger brands.


Need an extra hand?

If you want side-by-side coaching to get you up to speed, FGDO Create Centrale conducts a one-on-one side mentoring program. Send us a message.



If you’re a business owner or an entrepreneur who wants to up their game in the online space or perhaps you lack the time to do these things on your own talk to us how we can help you elevate your digital marketing program execution. Let’s talk about thoughtful marketing. Visit FGDO Create Centrale to know how.


Engage with us; or

Find us at Klook PH should you want to join us during our #DayOut. Adult Field trip, yes?


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