Nguyen Viet Trung EBBA 11.

3
11195506

INDIVIDUAL ASSIGNMENT
Digital Marketing is the practice of promoting products and services using database-driven
online distribution channels to reach consumers in a timely, relevant, personal and cost-
effective manner.
Analyzing the timely, relevant, personal, and cost-effective manner of Lazada's campaign.
"La Zát Đà" campaign is the most successful campaign of Lazada which gained an incredible
percentage of KPI with 223%. To make that achievement, Lazada had launched several activities
related to the event and they separate it into 2 waves in my opinion, that way of thinking is wise
because it is crowned by public awareness,
To gain these successes, Lazada had applied smoothly necessary factors related to digital marketing
like timely, relevant, personal and cost-effective manner.
- Timely: Lazada focused on the essential shopping season, which is at the end of the year when
people spend more money on shopping than usual. More specifically, they launched the campaign in
November and December.
- Relevant: Lazada had a careful preparation for this campaign, they analyzed other e-commerce
competitors make a discount for some specific products were sold on their websites. Then, they gave
the customers the power to decide the percentage of discount on their own. This hit the customer's
needs and because of that, the campaign got a lot of public attention. how
- Personal: They created the campaign basically just like the other traditional way of marketing. But
they still have some unique points in this campaign. The way they opened the press conference
widely to the public to attract normal citizens, run some activities booth media such as "Yelling
machine" or Microsite that made people feel curious and excited about the campaign, the attendance
not only have a great time in experience the event but they also have the vouchers of discount when
buying the products in the Lazada. From my perspective, those one-of-the-kind projects are brilliant
to gain more public awareness.
- Cost-effective manner: This is the key aspect of Lazada that carries the decisive factor to gain the
success of the campaign. How the company can help the consumers decide the percentage of
discount by themselves? They used effective projects during the campaign, which are both online and
offline – the microsite of Lazada which is particularly nun on this campaign and the on-ground
Yelling Machine "The more yell the higher discount you will get." Through these kinds of activities,
consumers can have a chance to gain vouchers to discount the products they would love to get.
After getting the voucher(s), customers need to access the brand website and/or social media
platform of that brand – specifically Facebook fanpage to know how to use those vouchers. That
customer behavior led to the results that the company gained amazing data percentage compared to
those in a previous period like 734% increased in direct traffic, the application installation clearly
rose 77% among other players in the industry. reached 180% Facebook content engagement, more
people searched for the brand on Google result in 156% higher interactions and finally, they got the
huge number of visitors to their website with 33,000 traffic ones.
Through those analyses I have mentioned above, I think it is essential to understand how to operate
those factors effectively and efficiently to get success in the field of digital marketing.