TONG QUAN VE DIGITAL MARKETING
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LOGO
TRAN MAU THANH
Board of Leader of Margroup
[M] (+84) 906 321 314
[W] www.margroup.edu.com
[F] www.facebook.com/margroup
TỔNG QUAN VỀ THẾ GIỚI DIGITAL MARKETING
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Contents
Định nghĩa Digital Marketing 1
Các công cụ 2
Liên hệ các case study 3
Q & A 4
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1. Định nghĩa Digital Marketing
Above the line
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Quảng cáo trên TV (TVC)
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Quảng cáo trên đài Radio
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Quảng cáo trên báo giấy, tạp chí
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Định nghĩa Digital Marketing
Above the line
Below the line
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Banner/Billboard
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Event
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Roadshow
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Định nghĩa Digital Marketing
Above the line
Below the line
Erase the line (Online)
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Social Media
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Email Marketing
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Định nghĩa Digital Marketing
360o
Integrated Marketing
Above the line
Erase the line
Below the line
Above the line
Below the line
Erase the line (Online)
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2. Tools of Digital Marketing
etc ...
SEM/SEO Display Advertising Marketing
Email Marketing
Social Network Mareting
Tools of Digital
Marketing
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Tools – Search Engine Marketing
Là hình thức Marketing cho website thông qua việc mua từ
khóa của Google để trang website của công ty đƣợc đứng thứ hạng cao trong danh sách kết quả tìm kiếm
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Tools – Search Engine Marketing
SEM
SEO
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Tools – Search Engine Marketing
SEM
SEO
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Tools – Search Engine Marketing
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Tools – Display Advertising Marketing
Display dạng Banner
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Tools – Display Advertising Marketing
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Tools – Display Advertising Marketing
Dạng Rich Media
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Tools –Email Marketing
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Tools –Email Marketing
Database
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Tools –Email Marketing
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Tools –Email Marketing
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Tools –Viral/Blog/Social Network
Bạn có hay xem các chương trình Gameshow?
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Tools –Viral/Blog/Social Network
Câu chuyện về nút LIKE
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Tools –Viral/Blog/Social Network
Nhạy cảm hơn
Câu chuyện về BIỂN ĐÔNG
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Tools –Viral/Blog/Social Network
Social Network Marketing là
những công cụ mà Brand dùng
để tƣơng tác với ngƣời tiêu
dùng trên mạng xã hội. Đồng
thời, qua đó, Brand có thể
control đƣợc các chủ đề và
nội dung mà ngƣời tiêu dùng
nói về thƣơng hiệu của mình.
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Tools –Viral/Blog/Social Network
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Tools –Viral/Blog/Social Network
Step 1: Awareness
Step 2: Influence
Step 3: Action
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Tools –Viral/Blog/Social Network
Câu chuyện Seeding trên webtretho.com
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Tools –Viral/Blog/Social Network
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Tools –Viral/Blog/ Social Network
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Tools – Affiliate Marketing
Content Partner
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Tools – Affiliate Marketing
Channel Partner
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Tools – Affiliate Marketing
Hosted Search Partner
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Tools – Affiliate Marketing
Knowledge Partner
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Tools – Mobile/LCD Marketing
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3. Case Study – Pepsi
• Product: Pepsi Cola Drinks • Communication Message: “Rƣớc trọn
tứ linh – Nghinh xuân nhƣ ý” • Target Audience: 25 – 35 years old,
Youthful, Modern, Fun & Exciting, New Experience Seeking.
• Online Activities (keyword): Tử vi, nhạc xuân, e-card, tin nhắn chúc Tết, …
• Concept Idea: 4 Life Angles & 4 Life Passions
• Digital Tools:
o Rich Banner (kenh14.vn, mp3.zing.vn, nghenhac.info, 24h, diendanlequydon, thanhnien, ngoisao, yeah1, Vnexpress, Yahoo, …)
o Microsite: pepsiworld.com.vn o Mobile Marketing: Applications
(Smartphone)
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Case Study – Phân tích
TRẢ LỜI 8 CÂU HỎI
1. Khách hàng mục tiêu là ai?
2. Họ tìm kiếm thông tin gì liên quan đến sản phẩm?
3. Họ tìm kiếm loại nội dung gì?
4. Họ cần ghi nhớ điều gì về sản phẩm/chiến dịch/thương hiệu?
5. Có sự khác biệt gì giữa khách hàng mới và khách hàng hiện hữu không?
6. Ý tưởng này đã được đối thủ cạnh tranh thực hiện bao giờ chưa?
7. Triển khai ý tưởng này trên các kênh truyền thông nào?
8. Chiến lược nội dung và thông điệp này có giúp đạt mục tiêu lợi nhuận
không? KPI’s là gì?
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Case Study – Giấy vệ sinh Charmin
Tình huống: Charmin là nhãn hiệu giấy vệ sinh của P&G phân phối tại
Mỹ. Là sự lựa chọn hàng đầu của các gia đình trong nhiều năm, P&G
muốn tung 1 chiến dịch hướng tới đối tượng khách hàng mục tiêu rộng
lớn ngoài các bà nội trợ mua sắm cho gia đình.
Ý tưởng cần phải độc đáo nhưng thiết thực, có liên quan đến sản phẩm
và có thể triển khai trên các phương tiện kỹ thuật số khác nhau.
Mục tiêu: Gắn kết với khách hàng mục tiêu. Ý tưởng phải độc đáo, liên
quan đến sản phẩm, triển khai hiệu quả trên Digital và có thể duy trì lâu
dài kể cả sau khi chiến dịch kết thúc.
Yêu cầu: Lên nội dung ý tưởng để triển khai chiến dịch trên Digital.
Nguồn: charmin.com
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Case Study – Giấy vệ sinh Charmin
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Q & A
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3 ĐIỀU CẦN NHỚ
1. 360o Intergrated Advertising.
2. Chức năng của Social Media là để TƢƠNG TÁC và KIỂM SOÁT
Social không phải chỉ có Facebook.
3. Idea là quan trọng nhất. Làm Digital phải có chiến lƣợc.