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Language : Bahasa Malaysia | English Layout space Saturday, 21 October 2017 01:27 AM
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A Course on Digital Marketing for Women Entrepreneurs : A Marketer's Journey to Acquire Paid Customers'
REPORT ON A COURSE ON DIGITAL MARKETING FOR WOMEN ENTREPRENEURS:
A MARKETER’S JOURNEY TO ACQUIRE PAID CUSTOMERS
ON 17th MAY TO 18th MAY 2017
AT MALAYSIA TOURISM CENTRE (MATIC), KUALA LUMPUR


NAM Institute for the Empowerment of Women (NIEW) has successfully organized A Course on Digital Marketing for Women Entrepreneurs: A Marketer’s Journey to Acquire Paid Customers, which was held at Malaysia Tourism Centre (MaTiC), Kuala Lumpur from 17th May to 18th May 2017. This two day course was attended by forty (40) participants comprising of women entrepreneurs, government officials and representatives from various women Non-Governmental Organisations (NGOs) and also students from various institutions of higher learning. This course was designed for Marketing and Public Relations executives as well as entrepreneurs to take a step back and understand the journey on how to acquire paid customers the most effective way by humanizing their approaches. It was conducted by Mr. Azleen Abdul Rahim, a marketing strategist, digital nomad and an influencer on digital content, social media and digital marketing as well as entrepreneurship.

Throughout the first day of the course, the participants were introduced to the seven steps on how marketers play to win paid customers. Firstly, the participants were exposed to the ways and methods on how to play branding, which is the first step and developing its content, which is the second step. In order to make their brands popular, the third step is the awareness part where the content needs to be distributed through all methods of marketing, including the traditional type of marketing. The other methods in awareness is to consider using micro influencers, who normally has at least 3,000 friends and followers combined and are able to influence their friends to consider something. This is also because an influencer with smaller but more loyal following might be the way to go for brand marketers looking to reach their target audience.

The participants were also enlightened on the aspects of engagement, the fourth step which is all about the act of communicating and interacting with customers and showing the customers that they are cared for. The usage of brand voice to attract and retain the customers’ attention, while sprinkling in outstanding images, creative text, and light hearted elements are highlighted to bring the business to life and build long term royalty. The next step, which is the trust building, is where things will get further evolved as building trust with the target audience is the foremost objective when doing any kind of digital marketing or even offline advertising. After the trust is earned from customer, the next step is on community marketing, where it is a strategy that involves forming an engaging brand presence and emphasizing the relationship with the customers that a brand already has. The participants learned that by creating and maintaining relationship with current customers via in-person or online communities, everyone involved will benefit whereby customers will feel valued and are more likely to give their loyalty to the company. In this way, corporations can avoid spending money on advertising to attract new customers. The final step, the paid customers is an important step for an organization to monitor customer interaction by responding to questions and concerns when a product is not meeting the expectations of the public.

On the second day of the course, the participants were given the opportunity to draft their startup lean canvas, which is a faster, more effective, more concise and more portable tool than a business model canvas. During the sessions, participants were requested to list down the nine elements, namely the customer segments of their products, the value proposition of their products, the channels of distributions, customer relationship, revenue stream channels, key activities for customer interactions and services to sustain existing customers, key resources and key partnership and finally, the cost structure to be incurred, including fixed and variables. The course was officially ended with the closing speech and the presentation of certificate of participation to the participants by Miss Rosnina Yaacob, the Director of NIEW.

In conclusion, the course achieved its objectives of enhancing the participants’ understanding in digital marketing and the power of social media and marketing. Hence, giving them a taste of how they can utilize the available social media platforms to engage, to gain customers’ trust, to build a community marketing and to win paid customers.

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The NIEW Journal 2016

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