DIGITAL

MARKETING C BN

Presented by Nguyen Ha Anh Thao

http://facebook.com/HoiNhungNguoiLamOMarketingAgency

Mc lc

1. B mt Marketing ngy nay

2. Cc cng c ca Digital Marketing

3. Xy dng mt chin lc Digital Marketing

4. Tiu ch nh gi thnh cng ca mt chin lc Digital Marketing

B mt Marketing ngy nay

Marketing trong thi i Internet ln ngi

Ngun: Miniwatts Marketing Group

30.8 triu ngi Vit Nam ang s dng Internet

H thng vo web

Ngun: Bo co ca Yahoo v TNS Media v tnh hnh s dng Internet ti VN - 2010

Ngun: Bo co ca Yahoo v TNS Media v tnh hnh s dng Internet ti VN - 2010

ng c vo web l

Cc Cng C lm marketing

Khai thc ti a hiu qu ca cc cng c

-Support Center -Telemarketing -Microsite -Email Marketing -Affiliate Marketing -SEM

-Display Ads -SEM -PR Article -Online Event/ Activation - Power Users - SEO - Sponsorship

-Online Survey & Poll -Website Analysis

Cng c lm marketing

Nghin cu marketing

Bn hng Qung b Chm sc khch

hng

-Support Center -Qun l Database -SMS Marketing

#1:

NGHIN CU MARKETING (Marketing Research)

Phn tch lng truy cp & tnh hiu qu chi ph marketing

Google Analytic - Getclicky Real time web analytics

Ly cc tng t kha v c tnh lu lng truy cp

Tm hiu lng truy cp v ngi dng ca mt website

nh gi quan tm cho t kha tm kim

Tm khch hng mi nc ngoi

#2:

QUNG CO TR PH (paid ads)

DISPLAY ADS SEM RICH MEDIA IN- TEXT INTERACTIVE

Tnh gi trn gi theo thi gian t qung co

Hnh thc bn qung co ph bin cc website Vit Nam nhng li thi so vi th gii

CPD

CPA

hay xi bao nhiu, tr tin by nhiu

Ty mc tiu l qung b thng hiu, thu ht ngi click hay bn c hng m chn

hnh thc ph hp

Kim sot c vic hin th Kim sot c thi gian qung co Kim sot c ngn sch Ty chn tnh ph theo lt xem hoc lt click

CPC, CPM, CPA

Ads Banner

Rich Media Video

Display Ad trn Facebook

Interative Ads

Search Engine Marketing (SEM)

Qung co In_Text

#3:

SEARCH ENGINE OPTIMIZATION

(ti u ha my tm kim)

Mun ng khch th phi ra mt tin

Onsite checklist

Web pages Title Tag Meta Description Meta Keywords Meta Robots Sitemap Creation Submission to Search Engines Extra pinging Broken Link Checking Keyword Density Check Image Optimization Link Optimization

Offsite checklist

Link building Directory submission Article distribution Press release submissions Forum posting Blog commenting Manual link building Link exchanges Social bookmarking submission Social media optimization

+

Th hng trn Kt qu tm kim cng cao, c hi c thm nhiu khch hng cng ln.

Bn ci khch hng cn, ng bn ci mnh c. Cn phi phn on khch hng tim nng tm kim g trn trang ca mnh lm SEO nhng t kha h s dng thay v lm SEO nhng t kha m bn cho l mnh c th mnh. Tt nhin t kha cng phi ph hp vi chin lc branding ca cng ty.

ng ngi on m. Hy s dng cc cng c nghin cu Keywords nh Keywords Tool, KeyWord Tracker, Google Insight for Search tm hiu nhng t kha m khch hng tim nng quan tm nht.

Cng ng tham lam nhng t kha mang li nhiu ngi xem m b qun nhng t kha gip bn tip cn chnh xc khch hng tim nng. Chng hn t kha Event s thu ht nhiu traffic hn t kha k hoch t chc s kin nhng t k hoch t chc s kin gip bn tip cn chnh xc nhng ngi lm Event.

Content is King l cu ni ca ming ca ngi lm SEO. Ni dung ng trng tm vi mt t kha hp l gip trang web c u tin hn. S cp nht hng ngy, hng tun gip my tm kim u i tham quan trang web ca bn hn.

Landing Page cha ni dung ph hp mc ch khch hng tm kim s gi chn h li lu hn. La chn cc website ph hp, ngh trao i link, lm forum seeding, ng bi c dn ngun hoc mua lin kt lm mi cch a link website ca mnh ln.

Nu nhng website c th hng, uy tn v c ni dung tng ng dn lin kt ca website bn th l mt iu rt c gi tr. T kha (keyword) ni v g th ni dung landing page phi phn nh iu .

#4:

SOCIAL MEDIA MARKETING (marketing trn truyn thng x hi)

Comment: ng link web site ln cc blog c thng tin tng ng thu ht s ch

Khuyn khch user tag nh, tag bi: S dng tag lm cng c truyn thng rng ri theo cp s nhn.

Dng power user: Mi hot blogger hay blogger c nhiu friends vit bi, a tin v chng trnh: a tin 1 cch kho lo v gy quan tm cho d lun mt cch t nhin.

To blog truyn thng: To blog ring ca ctr, ng cc thng tin ph hp, add friends v thc hin truyn thng

2. Social Network

Dng avatar/bi ca user truyn thng : Chn ra 1 nhm user (thng l c nhiu friends v friends l i tng mc tiu) tr tin cho h thay avatar c logo SP/ctr /ng bi note/status ni v chng trnh, sn phm/gi tin nhn c nhn/gi invitation cho Friend ca h.

To profile qung co: To profile ring cho chng trnh trn cc trang cho php to profile, cung cp thng tin hu ch cho ngi dng, thm Friend v qung b

Bnh lun, tranh ci: Bnh lun, tranh ci xung quanh mt vn no lin quan n ctr, v li ko ng o ngi tham gia

Gi link, thng tin: ng link, thng tin ln cc trang, tho lun, bu chn cho ln Top

Mi dng th, mi nhn xt: a ra li mi dng th sn phm, mi ngi dng nhn xt v n, mc ch cui cng l li ko s ch ca i tng n SP/ctr cn qung b..

Game, Apps

To cuc thi: To mt cuc thi (thi clip, thi ht, thi nh) thu ht i tng tham gia v vn ng bn b, ngi thn ca mnh vote -> tng s lng tuyn truyn theo cp s nhn.

Phng vn trc tuyn: Phng vn trc tuyn 1 ngi gy nh hng d lun (ngi sao, VIP trong 1 lnh vc) thu ht s quan tm, v trong cuc PV c cp n SP/ctr.

Gi clip, hnh, presentation, truyn tranh t v, truyn ci, th c ni dung hp dn lin quan n SP/ctr: v lan truyn link trn mng gy ch cho c dn mng

3. Media Sharing

Bnh chn, trng cu: a ra cc bnh chn, trng cu v 1 clip, hnh, poster, mc ch cui cng l li ko s ch ca i tng n SP/ctr cn qung b.

To cc topic gy ch : ng cc topic qung co trc tip/gin tip v SP/ctr gy ch cho thnh vin din n, bnh lun, tranh ci.. Tht nhiu xung quanh vn cho thm phn nng hi.

Test sn phm, bu chn: L nhng cch d dng gy ch cho i tng v khuyn khch c i tng tng tc, a ra phn hi. Mc ch gin tip l gy ch cho i tng.

Gi tin nhn vo hp th n ca tt c thnh vin: Dng phn mm Mass PM gi tin nhn qung b vo hp tin nhn ring ca thnh vin din n

To box, topic u tin c tr ph: Tr tin cho admin c nh sticky cho topic hoc m nguyn 1 box cho SP/ctr ngi qung co c th trc tip tng tc vi thnh vin din n.

#6:

Email Marketing

Ngi ta dng Email Marketing Mi mua hng Thng bo sn phm mi Gii thiu chng trnh khyn mi Nhc nh cho khch hng Gn lc database H tr ngi dng Lm Viral Marketing Mi tham gia s kin

CH CN VI CLICK CHUT Tip cn lng ln khch hng trong thi gian ngn

vi chi ph thp

Tiu gy ch Ni dung thu ht Database chn lc

Thu thp ng a ch email ca cc khch hng mc tiu v c s ng ca h s tng t l m v gim nguy c mail b lit vo spam.

Tiu dng Gy t m, hi thc, cung cp li ch c th, hay nu ra vn ngi dng ang gp phi s tng t l m mail.

Trnh by p, c nhn ha, ngn gn, sc tch, thu ht h n nhng dng cui cng

Lm th no c 1 chin dch Email Marketing thnh cng?

CC HNH THC GI

EMAIL MARKETING

1. Dch v Email min ph

3. Gi mail qua hosting, server

2. Phn mm gi mail trc tuyn

-Gii hn v s lng: Gmail ch c gi 200 email/ngy, Yahoo ch c gi 100 email/ngy -Khng c sn cc mu HTML Template trang tr email -Khng theo di c lng m th, lng click, thng k ngng nhn tin, lng mail hng

- Gi c mt s lng ln mail - Server c uy tn th t l mail vo Inbox ca ngi nhn cng cao. - Cn mt phn mm gi mail ci t vo hosting, server - Cn can thip v ci t trn hosting, server cho nn phc tp hn

- Gi c mt s lng ln mail - Server c uy tn th t l mail vo Inbox ca ngi nhn cng cao. - D s dng, khng cn ci t v tch hp sn trn trang web ca nh cung cp - Theo di v o lng c hiu qu - Thng c sn cc mu HTML cho khch hng s dng trang tr mail

TOP 10 DCH V EMAIL MARKETING TRN TH GII

http://www.toptenreviews.com

migo.vn 1,100,000

iclick.vn 1,200,000

sunshinevn 1,150,000

icontact 1,000,000

fiboweb 1,200,000

netnam.vn 1,200,000

vinacontact.com 1,200,000

bits77 1,000,000

vosvn.com.vn 1,200,000

linkleads.vn 1,150,000

BNG GI MT S DCH V EMAIL MARKETING TI VIT NAM

* Vo thng 7 nm 2012. So snh gi gi 50,000 mail/thng

Hu ht dng m ngun ca dch v Interspire Email Marketer

#7:

SMS Marketing

c kh nng to tn n v gi ring (header-name) .

S dng dch v gi tin nhn ch ng chuyn gi tin nhn qung co ti khch hng l cc thu bao in thoi. Thng tin SMS m khch hng tim nng mun nhn l nhng thng tin thuc cc lnh vc: Thng tin khuyn mi Qung co tip th Dch v, thng mi Ti chnh, ngn hng Qun l, phn phi Cc chin dch Marketing

- GLINKADS-

Xy dng mt chin dch

Digital marketing

Nm bt c hi thnh cng vi ngi dng mng

Phn tch th trng & sn phm, Khch hng mc tiu

Xc nh mc tiu, mc ch

Thng ip cn truyn

ti

Chin lc & cng c

Thc thi & o lng

Lit k t kha ph hp

t u tin cho t kha

Nghin cu t kha (Keyword Research)

Kim tra GoogleFriendly, User-Friendly

Phn tch website (Site Audit)

Phn tch Site structure

Phn tch Content, Meta Data

Phn tch URL, Internal Link, Backlink

Phn tch tim nng th trng Phn tch th trng(Market Research ) Phn tch i th cnh tranh

Nhn din khch hng mc tiu

Nghin cu hnh vi ngi dng

Nghin cu khch hng(Customer

Research Research)

Phn tch th trng & sn phm, Khch hng mc tiu

Xc nh mc tiu, mc ch

Thng ip cn truyn

ti

Chin lc & cng c

Thc thi & o lng

.

Li nhun Th phn

S lng khch hng trung thnh

Mc ch

Kinh doanh

Doanh s

.

. .

. Khng nh s hin din trn Internet

Xy dng mt cng ng ngi dng

Xy dng lin h mt thit vi khch hng

Mc ch

Marketing

S nhn bit ca khch hng

.

. .

Conversion Rate (CR)

Online Payment Volume

Page Fan

Time on site

Visit, Visitor

Page View

Bounce Rate

Registered Member

Returning Visitor

Concurent User (CCU)

Number of post, comment

Ranking

Job applications received

Phn tch th trng & sn phm, Khch hng mc tiu

Xc nh mc tiu, mc ch

Thng ip cn truyn

ti

Chin lc & cng c

Thc thi & o lng

Th v, li cun (Interesting) C cm xc (Emotional) C tnh thi thc (Urgen) C tnh lan truyn (Viral)

Phn tch th trng & sn phm, Khch hng mc tiu

Xc nh mc tiu, mc ch

Thng ip cn truyn

ti

Chin lc & cng c

Thc thi & o lng

Attention Gy ch cho khch hng

Search To c hi tip cn thng tin

y

Action Thc y qu trnh ra quyt

nh

Quy trnh ra quyt nh mua hng AISAS

Paid Ads Email Marketing SEM SEO Social Media Marketing SMS Marketing

Website Email Marketing Social Media Marketing Support Center

Social Media Marketing Email Markteting

Social Media Marketing

Social Media Marketing Emai Marketing Website

Share Lm cho thng tin tt v SP

cng lan rng

Interest Thu ht s quan tm ca khch

hng

*M hnh ny do Dentsu xut

Phn tch th trng & sn phm, Khch hng mc tiu

Xc nh mc tiu, mc ch

Thng ip cn truyn

ti

Chin lc & cng c

Thc thi & o lng

100 KPIs to measure

1. Volume of consumer-created buzz for a brand based on number of posts

2. Amount of buzz based on number of impressions

3. Shift in buzz over time

4. Buzz by time of day / daypart

5. Seasonality of buzz

6. Competitive buzz

7. Buzz by category / topic

8. Buzz by social channel (forums, social networks, blogs, Twitter, etc)

9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)

10. Asset popularity (e.g., if several videos are available to embed, which is used more)

11. Mainstream media mentions

12. Fans

13. Followers

14. Friends

15. Growth rate of fans, followers, and friends

16. Rate of virality / pass-along

17. Change in virality rates over time

18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)

19. Embeds / Installs

20. Downloads

21. Uploads

22. User-initiated views (e.g., for videos)

23. Ratio of embeds or favoriting to views

24. Likes / favorites

25. Comments

26. Ratings

27. Social bookmarks

28. Subscriptions (RSS, podcasts, video series)

29. Pageviews (for blogs, microsites, etc)

30. Effective CPM based on spend per impressions received

31. Change in search engine rankings for the site linked to through social media

32. Change in search engine share of voice for all social sites promoting the brand

33. Increase in searches due to social activity

34. Percentage of buzz containing links

35. Links ranked by influence of publishers

www.marketersstudio.com

36. Percentage of buzz containing multimedia (images, video, audio)

37. Share of voice on social sites when running earned and paid media in same environment

38. Influence of consumers reached

39. Influence of publishers reached (e.g., blogs)

40. Influence of brands participating in social channels

41. Demographics of target audience engaged with social channels

42. Demographics of audience reached through social media

43. Social media habits/interests of target audience

44. Geography of participating consumers

45. Sentiment by volume of posts

46. Sentiment by volume of impressions

47. Shift in sentiment before, during, and after social marketing programs

48. Languages spoken by participating consumers

49. Time spent with distributed content

50. Time spent on site through social media referrals

51. Method of content discovery (search, pass-along, discovery engines, etc)

52. Clicks

53. Percentage of traffic generated from earned media

54. View-throughs

55. Number of interactions

56. Interaction/engagement rate

57. Frequency of social interactions per consumer

58. Percentage of videos viewed

59. Polls taken / votes received

60. Brand association

61. Purchase consideration

62. Number of user-generated submissions received

63. Exposures of virtual gifts

64. Number of virtual gifts given

65. Relative popularity of content

66. Tags added

67. Attributes of tags (e.g., how well they match the brand's perception of itself)

68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)

69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)

100 KPIs to measure

70. Contest entries

71. Number of chat room participants

72. Wiki contributors

73. Impact of offline marketing/events on social marketing programs or buzz

74. User-generated content created that can be used by the marketer in other channels

75. Customers assisted

76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)

77. Savings generated by enabling customers to connect with each other

78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)

79. Customer satisfaction

80. Volume of customer feedback generated

81. Research & development time saved based on feedback from social media

82. Suggestions implemented from social feedback

83. Costs saved from not spending on traditional research

84. Impact on online sales

85. Impact on offline sales

86. Discount redemption rate

87. Impact on other offline behavior (e.g., TV tune-in)

88. Leads generated

89. Products sampled

90. Visits to store locator pages

91. Conversion change due to user ratings, reviews

92. Rate of customer/visitor retention

93. Impact on customer lifetime value

94. Customer acquisition / retention costs through social media

95. Change in market share

96. Earned media's impact on results from paid media

97. Responses to socially posted events

98. Attendance generated at in-person events

99. Employees reached (for internal programs)

100. Job applications received

100 KPIs to measure

* Bi c tham kho t nhiu ngun

Thank you for your time!

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