Buoi 3: Marketing research trong lap ke hoach marketing

1. Background knowledge
- Xay dung outmedia: website, fanpage, blog, youtube
- Xay dung paid media: adword, fb ads, banner display
Paid media-> out media -> khach hang tiem nang (lead): KH de lai thong tin lien lac
hoac dien vao form khai thac thong tin (conversion rate: ti le chuyen doi tu nguoi
xem thanh LEAD (cac KH de lai thong tin))
(Tu van vien) chot sale
Mt s cc t l cn lu : CPM, CPC (cost per click), CPA (cost per action),
CPI (instant), CPL: cost per lead chi ph mua data t bn trung gian; CPS: cost
per sale
- Xy dng Earned media: cc knh ln ko mt tin, c tnh lan truyn (viral)- >
lm Content Marketing hay
Fb, Youtube: c 3 loi media, SEO: out media v earned media (ko tr tiefn
cho bn th ba)
2. Quy trnh lp k hoch Digital MKT
2.1.
Marketing Mix: i vi sn phm 4P Product, Price (u gi trn
Internet) , Place (affiliate MKT: bn hang qua trung gian- white doctor),
Promotion (Intergrated MKT Communication: truyn thng mang tnh tch
hp)
2.2.
Marketing Mix: i vi dch v 7P: *** Chin lc truyn thng:
Who? Truyn thng cho ai ** cng chng trong truyn thng: Vd: truyn thng
cho nhm hc sinh s dng hocmai.vn cn phi truyn thng cho ph huynh hs
-> phi xc nh cho nhm cng chng xoay quanh i tng ny
What? Thng ip truyn thng: nhiu thng ip s dng cho nhiu giai on
How? tng truyn thng: Sng to v cch thc (tip cn ng mc tiu mt
cch thng minh, thng ip v tng qung co sang to) VD: 20/10 cho
ngi vo pht bng bay c in tn thng hiu
Where?
When? Chia nh chin dch thnh nhiu giai on: giai on gy s ch , giai
on gia tang tri nghim, giai on tang tnh cm ca khch hang i vi sn
phm dch v

2.3 Segmentation: Phn on th trng- cn tiu ch phn on: Chn th

trng nh nhng tang tn sut qung co, lm thuong hiu khng nn nhm th
trng qu rng (undifferentiated MKT: MKT khng phn bit, mt chin dch
qung co cho tt c cc phn khc, differentiated MKT : MKT phn bit, thit k
chin dch v ni dung cho tng phn khc)

Digital media plan

STT Knh Ni dung cng vic TimelineChi ph n v S lng n v Nn s trin
khai KPI nh gi hiu qu
Website kho st: surveymonkey.com, google drive

3. Lm marketing research trong lp k hoch MKT

3.1 Cn c thng tin g: 3 i tng:
- Hiu r cng ty, sn phm (company)
- Hiu v ngi tiu dung:
Who? c im nhn khu ca KH; o lng c (c bao nhiu khch hang) s
ngi dung fb chim khong 70% s ng dung internet hin nay (30 vs 40 triu ng)
-> Vo audience insights
What ? Ch n Level of product

Why? Customer insight: cc vn ca KH tr li cho cu hi ti sao?

Vd: x phng ra tay: dit khun nhanh<- insight: tr em ra tay lu
Where? Thu thp bo co ca cc knh TT nh zalo, insta, fb.v.v
When? Thi im nhu cu ng dung tang t bin nh l, tt, ma ci
How? M hnh AISAS: Attention, Interest, Search, Action, Share: 5 bc KH tip cn
sp, dch v (loi tr: dv thng tc b pht: ko c attention, interest, xut pht t
search; sp tiu dung nhanh : ko c search, action, share)
Cng ty nghin cu th trng: q&me vietnam market research, vinasearch,
brandvietnam.com,

- hiu v i th:
Xc nh i th digital
Xc nh cc knh truyn thng ca i th Owned media
Xem cc knh qung co tr tin ca i th, s dng site: similarweb.com
phn tch i th