Căn bản về Digital Marketing.pdf
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Transcript of Căn bản về Digital Marketing.pdf
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DIGITAL
MARKETING C BN
Presented by Nguyen Ha Anh Thao
http://facebook.com/HoiNhungNguoiLamOMarketingAgency
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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
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B mt Marketing ngy nay
Marketing trong thi i Internet ln ngi
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Ngun: Miniwatts Marketing Group
30.8 triu ngi Vit Nam ang s dng Internet
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H thng vo web
Ngun: Bo co ca Yahoo v TNS Media v tnh hnh s dng Internet ti VN - 2010
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Ngun: Bo co ca Yahoo v TNS Media v tnh hnh s dng Internet ti VN - 2010
ng c vo web l
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Cc Cng C lm marketing
Khai thc ti a hiu qu ca cc cng c
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-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
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#1:
NGHIN CU MARKETING (Marketing Research)
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Phn tch lng truy cp & tnh hiu qu chi ph marketing
Google Analytic - Getclicky Real time web analytics
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Ly cc tng t kha v c tnh lu lng truy cp
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Tm hiu lng truy cp v ngi dng ca mt website
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nh gi quan tm cho t kha tm kim
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Tm khch hng mi nc ngoi
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#2:
QUNG CO TR PH (paid ads)
DISPLAY ADS SEM RICH MEDIA IN- TEXT INTERACTIVE
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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
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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
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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
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Ads Banner
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Rich Media Video
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Display Ad trn Facebook
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Interative Ads
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Search Engine Marketing (SEM)
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Qung co In_Text
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#3:
SEARCH ENGINE OPTIMIZATION
(ti u ha my tm kim)
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Mun ng khch th phi ra mt tin
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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.
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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.
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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.
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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.
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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.
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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.
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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 .
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#4:
SOCIAL MEDIA MARKETING (marketing trn truyn thng x hi)
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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
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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
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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.
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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.
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#6:
Email Marketing
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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
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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?
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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
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TOP 10 DCH V EMAIL MARKETING TRN TH GII
http://www.toptenreviews.com
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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
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#7:
SMS Marketing
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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-
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Xy dng mt chin dch
Digital marketing
Nm bt c hi thnh cng vi ngi dng mng
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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
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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)
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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
.
. .
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. 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
.
. .
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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
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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
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Th v, li cun (Interesting) C cm xc (Emotional) C tnh thi thc (Urgen) C tnh lan truyn (Viral)
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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
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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
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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
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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
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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
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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
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* Bi c tham kho t nhiu ngun
Thank you for your time!
http://facebook.com/HoiNhungNguoiLamOMarketingAgency