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CHƯƠNG 2.
CHIẾN LƯỢC
DIGITAL
MARKETING
DIGITAL MARKETING

• Giải thích tầm quan trọng của hoạch định chiến lược, chiến
lược, chiến lược kinh doanh điện tử và chiến lược marketing
kỹ thuật số.
• Xác định các mô hình kinh doanh điện tử chính ở cấp độ
hoạt động, quy trình kinh doanh và doanh nghiệp.
• Nắm được nội dung các bước trong kế hoạch Digital
Marketing
• Tự lập được kế hoạch Digital Marketing cho doanh nghiệp

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• Tổng quan về kế hoạch và kế hoạch Digital marketing

• Quy trình lập kế hoạch Digital marketing

A. Tổng quan về Kế hoạch &

Kế hoạch Digital Marketing

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2.1 .Hoạch định chiến lược

Strategic planning is the “process of developing and
maintaining a strategic fit between the organization’s
goals and capabilities and its changing market
opportunities”
(Kotler and Armstrong, 2010)

The term strategy has been used to describe everything from “the
course we chart, the journey we imagine and, at the same time,
the course we steer, and the trip we actually make”
(Nickols, 2000, p. 6)

Strategic Planning
A managerial process to develop and maintain a
viable fit between the organization’s objectives,
skills, and resources and its changing market
opportunities”.
Process identifies firm’s goals for
Growth
Competitive position
Geographic scope
Other objectives, such as industry, products, etc.

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The environment-strategy-performance (ESP) model

Source: Judy Strauss, Raymond Frost, Digital marketing, 7th Ed., Pearson, 2013

ESP: Environment, Strategy,

and Performance
• The e-marketing plan flows from the organization’s
overall goals and strategies.
• The ESP framework illustrates the relationships among
environment, strategy, and performance.
• A SWOT analysis of the business environment (E) leads
to the development of strategy (S) and the
measurement of performance (P).
• Performance metrics are designed to evaluate
effectiveness and efficiency of e-business and e-
marketing operations.

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2.2 Chiến lược E-business và

chiến lược Digital marketing
E-business strategy is the deployment of
enterprise resources to capitalize on technologies for
reaching specified objectives that ultimately improve
performance and create sustainable competitive
advantage.
(Judy Strauss, Raymond Frost, 2013)

E-marketing strategy is the design of a marketing strategy that

capitalizes on the organization's electronic or information technology
capabilities to reach specified objectives. In essence, e-marketing strategy
is where technology strategy and marketing strategy wed.
(Judy Strauss, Raymond Frost, 2013)

Digital
2.3. The
marketing plan

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The environment-strategy-performance (ESP) model

Source: Judy Strauss, Raymond Frost, Digital marketing, 7th Ed., Pearson, 2013

Seven-Step
Digital-Marketing Plan
1. Situation analysis
2. E-marketing strategic planning
3. Objectives
4. E-marketing strategy
5. Implementation plan
6. Budget
7. Evaluation plan
Source: Judy Strauss, Raymond Frost, Digital marketing, 7th Ed.,
Pearson, 2013

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Steps 2, 3, and 4 of the

E-Marketing Plan
3-17

Differentiation
Segmentation
Step 2
Tier 1 Tasks
Positioning Targeting
Step 3
E-Marketing Objectives
Offer
CRM/PRM
(Product)
Step 4
Tier 2 Tasks
Value Communication
(Price) (Promotion)
Distribution
(Place)

©2009 Pearson Education, Inc.

Publishing as Prentice Hall

Khung chiến lược digital marketing

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The SOSTAC Planning model

(PR Smith, 1990)

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SOSTAC Model – Development of E-Marketing Plan

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RACE Planning Framework

Source: Chaffey, D. (2020). What is Digital Marketing? A visual summary, Smart Insights,
20 Apr, 2020 (work cited)

AISAS MODEL

Source: Dentsu

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AISAS MODEL

Source: Dentsu

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Nội dung kế hoạch Digital marketing

3. Phân tích tình hình Digital Marketing hiện tại

2.4. NỘI DUNG LẬP KẾ

HOẠCH DIGITAL
MARKETING

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SOSTAC Model – Development of E-Marketing Plan

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5. Chiến lược Strategies

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6. Chiến thuật hành

động
(Tactics)

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THANK YOU!

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