11/15/2022

Digital Marketing
Lecturer: Ngoc Vo, MSc.
Email: ngoc.vo@vnuk.edu.vn

Agenda (Total of 2hrs 40min)

1. The way we learn

Contents 1. Group alignments

1. Chapter 1: Intro to Digital Marketing

1. Break

1. Chapter 2: The Digital Ecosystem

1. Break

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Intro to
Digital Marketing
Learning outcome

To understand some of the key marketing and business

models that will help to shape your plans and, most
importantly, how to integrate them into your strategy.

Digital Marketing

The marketing strategy models

BREAK OUT IN GROUPS,
pick your model, read
textbook/GG to answer
these questions:

● What is this model

about ?
● When do we use it?
● What does it mean for
Digital Marketing?

Any pictures/model that you

can share ?

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Above vs. Below vs. Through the line

Through-the-line is a term often used and

this simply refers to creating an integrated
approach by using an appropriate blend of
above- and below-the-line marketing.

No matter how much you know (or think you know) about your consumers you cannot predict
every possible outcome and so being in a constant and evolving test cycle is vital to a
culture of continuous improvement – something that is a key value of effective marketing.

Digital Marketing

Porter’s 5 forces

This is used to analyse the level of

competition within an industry by utilizing
industrial organization economics.

The purpose is effectively to ascertain the

competitive landscape and potential
profitability of an industry.

Any changes to these forces can directly

affect an industry and the companies
within it and so it is important to
understand them and react to them in
order to retain or gain competitive
advantage.

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Brand Positioning
It is useful to use a brand positioning map to
develop your market positioning strategy for your
products or services.

These maps are not, however, built from your

views of your marketplace but from the
perceptions of consumers and so are sometimes
called perceptual maps.

These maps give a clear view, albeit a little

subjective, of where your brand or products sit
versus your competitors, thus highlighting any
gaps in the market and demonstrating where
there are areas of intense competition.

Digital Marketing

Customer Lifetime Value (CLV)

Customer lifetime value (CLTV or sometimes
LTV) is quite simply the value or profit attributed
to a customer for their entire customer lifecycle.

Cost per acquisition (CPA) has long been used

as a key metric in marketing and especially so in
digital marketing due to tracking technology and
the transparency of data.

CLTV can be used to determine which customers

are the most profitable and to define segments
based on this, which can then be targeted
appropriately.

Digital Marketing

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Segmentation & Personas

Consumers will always have similarities in their
Five common forms of segmentation behaviours, demographics, buying patterns
● Geographic and other factors that enable you to group
● Demographic them into segments.
● Behavioural
● Benefit This enables smarter, more appropriate
targeting and messaging within your marketing
● Psychographic
communications.

These groups will have different uses for

products and varying perspectives on services.

Their lifestyles will be inherently different as will

be their needs, aspirations, opinions and much
more.

By pulling together the above five forms of segmentation you can

create personas. Most businesses will create between five and ten of
these, as too few results in large groups that are too generic and too
many can result in segments that are too small or overcomplicate the
targeting approach.

Digital Marketing

Segmentation & 5 common forms

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Segmentation & 5 common forms

Geographic
Perhaps the simplest of all segmentation strategies, this is quite
simply the location of the individuals being analysed. Businesses that
have regional retail outlets will have some focus on this but it can also
prove a useful tool to understand where to target your marketing. That
could be outdoor or press advertising but from a digital perspective it may
inform your geo-targeting or data selection for your strategy. The
disadvantage is quite simply that this is very basic and tells you next to
nothing about the individuals themselves.

Demographic
A very common form of segmentation, demographics includes
factors such as age, race, gender, education, employment, income and economic status. It is therefore
an area of segmentation that gives a reflection of the characteristics of a group of people.
Demographic segmentation is used by governments and a very broad range of organizations as it can
answer questions such as ‘Who can afford to buy my product?’ and ‘Will this group
of consumers be the right age range for my product?’
The disadvantage of this type of segmentation is that there is a large assumption that people with
similar characteristics will behave similarly, which is far from the truth. If someone is a French, 45-
year-old factory worker who has had a poor education will they behave the same way as all
their colleagues in the factory who are of roughly the same age? No. They will have different passions,
hobbies and much more. To understand this in more detail we need to understand behavioural
segmentation.

Digital Marketing

Segmentation & 5 common forms

Behavioural
Behavioural segmentation is becoming increasingly possible. It has
historically been difficult to understand consumer behaviour but in the
big data world we are able to understand consumers a lot more,
especially
those in the digital space. This method groups consumers by buying
patterns and usage behaviours. This is an excellent way of talking to
individuals in a way that is highly likely to resonate with them. It is
useful when talking about specific products or use occasions.
Behavioural does not of course give such a black-and-white view as
demographic segmentation and therefore is not an exact science. For
example, behaviour can change with your lifestyle. Divorce, children
and retirement are key examples of when life changes could result in
behaviour changes. It is therefore vital to be working with data that is
up to date. With behavioural segmentation you have the advantage of
being highly relevant to your audience whilst also running the risk of
missing the mark completely
Benefit
Something that is vital to understand in marketing, and in fact business
in general, is that perception is key. How you are perceived will impact
your career – we all know the clichés about first impressions. Well,
this form of segmentation is based around consumer perceived benefit.
Many businesses use this to understand the consumer base and to
inform product development and marketing opportunities. A good
example of this is the fashion industry. If you imagine retailers of coats
and jackets: some
consumers will look for warm winter coats for their ski holidays, some
for all-weather jackets for their outdoor lifestyle, some for lightweight
jackets they can wear whilst exercising, some for smart coats for work
and some
purely for fashion. The perceived benefit of your coat will appeal
differently to each different segment, so perhaps you need to change
the perception of your coat or bring out a new range to appeal to a new
segment.

Psychographic
Psychographic segmentation sounds exceptionally complex but it is simply an understanding of a consumer’s lifestyle. This includes
studying activities, opinions, beliefs and interests. Understanding these elements can, similarly to behavioural segmentation, result in
messaging and products that truly resonate with the individuals. For example, individuals
may be environmentalists, Buddhists, body builders or movie lovers (or any combination of these). Creating segments on this basis
creates a more ‘real’ view of the individuals than geographic or demographic segmentation ever
could. Digital Marketing

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Persona

Digital Marketing

Persona

Tracy the Transfer Student is between the age of 18 and 22

years old, and has completed some of her college degree.
She’s looking to obtain a degree that will help her achieve her
career goals, and she’s navigating meeting transfer credit
requirements and finding the next right school for her.

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Boston Consulting Group Matrix (BCG)

The BCG growth-share matrix contains four
distinct categories: "dogs," "cash cows,"
"stars," and “question marks.”
The matrix helps companies decide how to
prioritize their various business activities.

It is used primarily to maximize long-term

value creation in a business by maximizing
high-potential areas and minimizing poor
performers.

Digital Marketing

BREAK OUT session

Now that you have a review of the models, let’s
discuss in groups to answer this question

“When should we use what?”

Group discussion 5 mins

Sharing 2-3 mins

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The marketing strategy models

BREAK OUT IN GROUPS,

discuss and number the
model according to your
rationale.

Digital Marketing

The potential flow (my flow)

CLV
Segmentation
Porter’s Brand
5 forces
/
Positioning 4Ps
Persona

BCG

*A super good post to read about How to plan your business (VN)
Digital Marketing
Link’s here

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Digital Ecosystem
Learning outcome

To understand how the digital marketing channels

interact and how to build a strategy that is fully
integrated and efficients.

Digital Marketing

Digital Ecosystem
BREAK OUT IN GROUPS, pick your model, read
textbook/GG to answer these questions:

● What is this model about ?

● When do we use it?
● What does it mean for Digital Marketing?

Any pictures/model that you can share ?

Digital Marketing

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Paid, Organic search interaction & Social

SEO data PPC data Social Signals for

Strategy Strategy SEO

Many companies will start with SEO if
they need to prove the search model or
have limited budgets.
As you move on to building your PPC
strategy you can see which keywords are
likely to be expensive due to competition
and volume.
It will take longer to achieve results but
for a significantly smaller investment.
One of the most widely known interactions
therefore between PPC and SEO is to use
PPC keyword data to inform SEO strategy.
(aka Keywords Search in Google Search
Ads)
The other key learning is that you can
quickly learn effective copy trends for ads
in PPC and then apply those to your site
and other marketing activities to increase
click-through and conversion rates.
Digital Marketing
Social media plays a part in SEO.
Google uses social links for social media and it
is possible that social engagement is another
factor.
The number of followers less likely contributes
but how regularly and broadly we post,
how much engagement we achieve, the links
we gain and sentiment we achieve.
Locality, speed of response and user behaviours
on our site from social media source should be
considered.

Search Model (for example)

White-hat SEO Black-hat SEO Gray-hat SEO

On-Page SEO Off-page SEO Technical SEO

Local SEO International SEO E-commerce SEO

Content SEO Mobile SEO Negative SEO

Ref: https://www.simplilearn.com/main-types-of-seo-techniques-in-digital-marketing-article Digital Marketing

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Broad Reach of Content Strategy

Building proactive plans for
- what you know is a future content opportunity
- reviewing historic performance to improve
- and develop your strategy and ensuring you have What does it mean to be
robust reactive processes in place to be able to A PROACTIVE PLAN for
produce content quickly when an opportunity arises
Content Strategy in
Digital Marketing?

What models (that we just reviewed before)

do you think can help you build a great
content strategy?

Digital Marketing

Brand & Proposition | Halo Effect

Your brand and proposition(s) should of course The halo effect

be reflected in everything you do. No area of
marketing is doing its job effectively if it doesn’t
reinforce or strengthen the brand and key
messaging in its external communications.
The halo effect is a term often used to
describe the uplift you see across your
channels as a result of above the line
advertising.

What model(s) (that we just reviewed before) do

you think can be used here?

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Attribution & Omni-channel

No marketing channel has ever worked truly independently
of the others, but now the effect is highly scientific.

We will look at attribution modelling in Chapter 19 to

understand this further, but for the most impact we cannot
simply understand the interaction, we must also plan for it.

This means using the channels to effectively amplify each

other.

The most effective digital marketing strategies use this

technique.

Digital Marketing

Integrate Digitalization
Lecturer: Ngoc Vo, MSc.
Email: ngoc.vo@vnuk.edu.vn

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Agenda (Total of 2hrs 40min)

1. Check-in

Contents 1. Grading Structure

1. Integrate digital into wider organizational strategy

1. Break

1. Stages to create a digital marketing strategy

1. Break

A quick review of the models

CLV
Segmentation
Porter’s Brand
5 forces
/
Positioning 4Ps
Persona

BCG

*A super good post to read about How to plan your business (VN)
Digital Marketing
Link’s here

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Integrate digital
into wider org.
strategy
Learning outcome

understand what the key factors in your business are

that need to be pulled into your digital marketing
strategy to make it effective and as easy as possible to
implement.

Digital Marketing

Business Models
B2C Niche Market B2B Freemium
appeal to a broad range of direct-to-consumer business includes organizations such as
the method of attracting users
consumers at an affordable that has a highly targeted wholesalers or technology
by giving a percentage of your
price. offering. resellers that are selling directly to
product/service for free and
other businesses.
offering a more interesting,
deeper experience for a price.
>> dealing with other business
(e.g. Spotify)
people rather than end consumers.

creating awareness through
above-the-line advertising,
acquiring visitors and converting
them into customers.
>>require a robust customer
service process.
>> all digital channels are
relevant here.
creating trust and advocacy is
essential
>> a deep content strategy and
first-class experience are crucial
to success as are precision
targeting techniques and a
comprehensive data strategy
Digital Marketing
traditional marketing messages and
mainly tech-based companies
sales techniques are less well
in entertainment or streaming
received.
industry
>> the focus should be more on
>> focus on content quality to
relationships through CRM, content
upgrade the service/product
and direct value-added discussions
rather than through advertising.
>> important to understand
user behavior to seamless
>> still important that these
experience
customers to be able to find your
site and the information they need.

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Business Models
B2C Niche Market B2B Freemium

BREAK OUT IN GROUPS, read again the definition of the 4 models and
examples of Freemium in textbook.

Now research and find the companies for each model.

● What is the company for B2C/Niche Market/B2B/Freemium?

● Pick one company and explain why do you think they are using that model?

● Further inputs/pictures to illustrate.

Digital Marketing

Business Models - Discussion (Sat class)

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Global Strategy if you want to go global

With the growth of digital, almost all businesses have
an international presence through the internet even if
their target audience is very localized and so some
aspect of global strategy should be included in almost
every digital strategy – even if that aspect is to ensure
that global presence is minimized.

CULTURE LANGUAGE PAYMENTS

Digital Marketing

Brand

VISUAL
VALUES
IDENTITIES

● is your brand personality ● your logo, color palettes etc ..

● must be consistent across online ● must be consistent and present on
and offline channels both online and offline

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Vision
“The statement that must embody everything your business
is striving to achieve and everything it represents.”

values

direction of your business strategy

channels
marketing &
communication
business models

product/service target customers

innovation or improvement

Digital Marketing

Vision (Examples)
“To create a better everyday life for the many people.”
IKEA

This vision goes beyond home furnishing. We want to

have a positive impact on the world – from the
communities where we source our raw materials to the
way our products help our customers live a more
sustainable life at home.

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Room for family life (Link)

Digital Marketing

Innovation

When we think about innovation now we often lean towards technology but innovation is not
about technology.

Tech can play a big part in innovation, of course, and there are many examples of fantastic
achievements through technological innovation but

innovation is, in its truest sense, the development of new ideas and the application of
those ideas to the progress of your company. That may be improvements in process,
structure, pricing,product or any other area.

Digital Marketing

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Innovation - the process

Build flexible processes to enable
Empower champions
innovation and implementation

Innovation cannot
come from one
person or even from
one small group

Define innovation
within your You must innovate with direction Create innovation spaces
business

Innovation must deliver results Innovation is a tap that is always on

Digital Marketing

On Research

Research is a driving force behind any

strategy and so understanding what your
data is telling you is vital to the success of
your strategy.

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Research & Insight

The (digital) data you gain from your First, your data cannot tell you
activity will inform future plans and tactics what has not happened yet.
and even the shape of your strategy.
SO NOW WHAT ?
This data, however, has one main Second, your data is digital and
restriction that takes two forms. so is not tracking anything
outside of your digital marketing.

By using both qualitative and quantitative research from

across the organization you can understand
● buying patterns, interests, Quantitative → answer the What
● competitive analysis,
● creative feedback,
● customer behaviours,
● primary areas of dissatisfaction and many other data Qualitative → answer the Why & How
sets

that would otherwise be unavailable to you at the start of

your strategy or even when it is very mature. Combined → how to
create relevant content & strategy
Digital Marketing

Research & Insight | IKEA Case (Link)

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BREAK

Digital Marketing

Stages to create
marketing
strategy
Learning outcome

Learn how to turn the wealth of information in the

digital marketing field into a story that you can
communicate effectively, both within your company
and with investors or other external stakeholders.

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The 5 stages to strategize

Stage five:
Stage one: Stage two: the Stage three: Stage four:
continuous
assessment foundations sophistication formalize
improvement

happens before your
strategy starts
need to ensure your
background work is
done
first stage of already have the the system is built New technology will
constructing your destinations planned arrive; consumer
strategy >> how we will plan NOW it’s to trends will change;
and manage our document to the world economy
look at the pieces content, >> whom communicate wider may
you need to have in we are targeting, >> and keep track shift.
place before you can how attract and
start to promote your retain customers All of this means you
business heavily need to stay agile.
NOW it’s to outsmart

Digital Marketing

Stage one: assessment

Leadership buy-in
Cultural assessment
(and regular check-ins): Technology assessment

Understand the culture of your

business. Engage your leadership team early to ensure
You need to understand your tech
they are aware of what you are doing and
landscape
Is it sales-focused or brand- support you
focused?

Is it a creative organization or
analytical?

Budget Resource Stakeholder and working

group set-up

You may need to complete your
strategy to justify your budget or
you may know your budget at this
stage.
Review your team and any resources across
the business that are needed to deliver this.
You might need consider recruitment,
training, perhaps even redundancies or
restructures.
At this stage you should also
establish any working groups with
key internal stakeholders to give
them the chance to feed in their
thoughts and experiences.

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Stage two: the foundations

Customer service Regulations Retention Strategy Analytics

SMS Messaging Data Strategy Content Strategy SEO Fundamentals

Historic performance Attribution Strategy Partnerships Social Foundations

Targeting &
Targets Website Reporting dashboard
Segmentation

Digital Marketing

Stage two: the foundations

Customer service SMS messaging Historic performance

You need to have a perfect
customer service plan once you
start to promote your business
Consumers are increasingly If your company is not a
using messaging for direct brand new start-up then you
communications of every type. should have some historic
data which might inform your
strategy and help predict
performance.

Targeting and segmentation Regulations Data strategy

Keeping the regulations in mind,

You should already know your audience
but here you need to consider exactly
who they are and how you find them
It is crucial that you understand the you need to build a data strategy.
regulatory environment. You may have
legal and compliance advisors in your
How will you collect and retain the
business who can help you with this
data?

What will you do to cleanse and

maintain the data on a regular
basis?...
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Stage two: the foundations

Attribution strategy Targets Retention strategy

You also need to establish at this
stage what your preferred attribution
strategy will be.
You know your goals but what are
your exact targets? You need to set
specific targets for your activity now.
I you need to know how you will
retain them in advance if you are
attracting clients

Partnerships Social foundations Content strategy

If there are partnership opportunities You should plan your social

then discussions will take time and presence now. You can link to your Website
should begin early in your strategy website and should launch the
relevant channels
Reporting dashboards

SEO fundamentals Analytics

Digital Marketing

On goals & targets

MY GOAL:
to raise brand awareness MY GOAL:
what you want to achieve
TARGETS:
meaning TARGETS:
from 100 people know about my brand, we will reach 500 how do you measure that achievement?
people know about us through
social listening >> improved x5 people talk about us
website traffic >> x5 traffic to our website

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Stage three: sophistication (or outsmart)

Data collection, append, Personalization

cleanse

Cultural consideration Channels Email & automation

Localization Communication strategy,

CRM

Digital Marketing

Stage three: sophistication (or outsmart)

Data collection, append, cleanse Cultural considerations Localization

You should take the time to cleanse your data
to ensure accuracy, append missing data to
your data sets, train your staff and build or
rebuild your systems
If your organization works across multiple
Local strategy is becoming increasingly
territories you must consider this as it
important as most search engines, social
includes languages, culture, pricing,
networks and other digital platforms
payment methods, distribution channels
continue to focus on relevancy
and a great deal more.

Personalization Channels E-mail and automation

Use your data and consider AI to build

unique experience across your platforms
and you will see improvements across all
of your metrics.

Communications strategy, CRM

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Stage four: formalize

Strategy and transformation
documentation

Document your strategy. All the hard

work you have done above should
come together into a document or a
series of documents.

Digital Marketing

Formalize with 6S Framework

Our focus Digital Marketing

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Stage four: formalize

If you have built a robust strategy by
following the above steps and you use
the 6S Framework, positioning your story
effectively for the psychology of your
decision makers, then you have given
yourself the strongest chance of having
your strategy ratified and you can move
to implementation.

Digital Marketing

Stage five: continuous improvement

Review your strategy annually. Your channel management and the dayto-day tactical implementation will, of course, be in a
constant state of review through your daily tracking, weekly reporting, monthly dashboards and quarterly reviews, but your
actual strategy itself also needs to stay flexible.

Therefore, you should take the time once a year to review it, understand how the landscape has changed and work through
whether it is still appropriate to continue along the chosen path for the remainder of the strategy, be it three or five years, or
whether it is appropriate to make changes.

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The 5 stages to strategize

Stage one: Stage two: the Stage three:

Stage four: formalize
assessment foundations sophistication

Stage five:
continuous
improvement

Digital Marketing

Digital Consumers
Lecturer: Ngoc Vo, MSc.
Email: ngoc.vo@vnuk.edu.vn

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Outline

Contents 1. Summary of the business models/tools

2. Digital Consumers - who are they

3. Digital Consumers - what are their behaviors

4. Digital Customer Journey (sample)

5. UK Online Shoppers & 3 trends by Google

6. Detailed slides with definitions, case studies from Friday & Saturday

class

A quick review of the models

CLV
Segmentation
Porter’s Brand
5 forces
/
Positioning 4Ps
Persona

BCG

*A super good post to read about How to plan your business (VN)
Digital Marketing
Link’s here

30

A review of Business Models
B2C
appeal to a broad range of
consumers at an affordable
price.
creating awareness through
above-the-line advertising,
acquiring visitors and converting
them into customers.
>>require a robust customer
service process.
>> all digital channels are
relevant here.
Niche Market
direct-to-consumer business
that has a highly targeted
offering.
creating trust and advocacy is
essential
>> a deep content strategy and
first-class experience are crucial
to success as are precision
targeting techniques and a
comprehensive data strategy
Digital Marketing
Who is the: Digital Consumer?
No consumer is
fully digital or
vice versa
11/15/2022
B2B Freemium
includes organizations such as
the method of attracting users
wholesalers or technology
by giving a percentage of your
resellers that are selling directly to
product/service for free and
other businesses.
offering a more interesting,
deeper experience for a price.
>> dealing with other business
(e.g. Spotify)
people rather than end consumers.
traditional marketing messages and
mainly tech-based companies
sales techniques are less well
in entertainment or streaming
received.
industry
>> the focus should be more on
>> focus on content quality to
relationships through CRM, content
upgrade the service/product
and direct value-added discussions
rather than through advertising.
>> important to understand
user behavior to seamless
>> still important that these
experience
customers to be able to find your
site and the information they need.
WORK FROM THUYEN
PART 1 GROUP (Fri)
The digital They’re not all Digital native
consumer can young versus
be anywhere experience
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WORK FROM Nhi

PART 2 GROUP (Sat )

What are Digital Consumer Behaviors?

CONVENIENCE & PERSONALIZED IS THE KEY

Digital Customer Journeys (1)

The customer journey: all the steps
that each customer goes through
when interacting with your business
and making a purchase (and return).

Based on different type of business

and customer's persona, business
can create their unique and relevant
customer journey.

Touchpoints (điểm chạm): the

point of interaction with the
brand during the journey

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Digital Customer Journeys (2)

The case for online shoppers (UK)

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The case for online shoppers

The case for online shoppers

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The case for online shoppers

Detailed Prepared Lecture Slides

From Friday class

From Saturday class
LINK’s HERE
LINK’s HERE
Teacher’s note: Good to learn general
Teacher’s note: Good to learn with case studies
landscape of digital consumers
in Healthcare, Hospitality industry

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In-class exercise (Sat Class)

The case of Khoa Pug | or the power of influencer on online world.

Content Strategy
Lecturer: Ngoc Vo, MSc.
Email: ngoc.vo@vnuk.edu.vn

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Outline

Contents 1. Content Marketing

2. Types of Content

3. Persona

4. Content Creation Process

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Customer Journey vs. Content types at

each stage (An example)

https://www.storiaphotovideo.com/blog/customer-journey

Digital Marketing

Exercise: Content you like & Why (Fri class)

Facebook Post, on Official Facebook Page, calendar-based

content planning, the use of word in caption + sense of humor
+ visual words, text (copy) + picture on each picture of post.

>> Awareness Stage/Loyalty stage Video on Youtube Playlist. Educational content. Interest + Consideration +
Loyalty stage, depending on the topic. Not drilling down to a specific video
clip, so content could be calendar-based or real-time.

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Exercise: Content you like & Why (Fri class)

Video content (visual) with storytelling
style, by MC Tran Thanh. Playful
choice of words that refer to female
target groups. Indirect comparison
between food & boys.

>> Awareness Stage (the campaign

was done in the very first phase of
Baemin)

>> Very high chance you see this

TVC on TV/cinema and sponsored
Youtube video (a mixed of traditional
and digital marketing)

Digital Marketing

Exercise: Content you like & Why (Fri class)

Text/Copy as a content on Twitter.

Sense of humor/troll competitor

(apple), Real-time planning, visual
word “foldable” to remind targets of
their new launch.

>> Awareness Stage (to people who

use Twitter >> viral to other channels)

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Exercise: Content you like & Why (Sat class)

My Co's Group Case: Oreo's IG story with quick interaction (flavor

choice) : a quick way to do survey and engage with followers on
social media >> Awareness/and spreading more Brand
Awareness/Engagement

Link to the presentation: HERE

Digital Marketing

Exercise: Content you like & Why (Sat class)

The case of Shoppable Social Media (Social Commerce). This is

not a specific Content but more or less a function to convert more
sales straight on social media - the media platform.

Link to the presentation: HERE

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Exercise: Content you like & Why (Sat class)

Nhi's group (WARRIOR TEAM) case: Learn about the product

from a KOL's TikTok channel >> Landing Page with product and
Button to buy

Link to the presentation: HERE

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Exercise: Content you like & Why (Sat class)

Nguyen Hung KHanh Nhi’s group: DOVE TVC - educational
content - reinforce brand awareness and brand love - targeting
women of all shapes and colors

Link to the video: HERE

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In-Class Exercises/Sharing (Fri) DIFFERENT PRODUCTS -

DIFFERENT PERSONAS

(zoom in in your canva whiteboard)

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In-Class Exercises/Sharing (Sat) ONE PRODUCT - SO MANY

DIFFERENT PERSONAS

(zoom in in your canva whiteboard)

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Detailed Prepared Lecture Slides

From Friday class

From Saturday class
LINK’s HERE
LINK’s HERE
Teacher’s note: Very well-prepared with
Teacher’s note: Short but good enough to use
definitions and flow. Can be used to learn.
as a checklist for Content Strategy topic

Planning digital
marketing strategy
Lecturer: Ngoc Vo, MSc.
Email: ngoc.vo@vnuk.edu.vn

Slides were prepared by Lý Thanh Nguyên Group (Friday Class)

Look for SUN synbol as highlighted content.

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Lecture Session title

1. The planning process

Contents 2. The phased approach
3. Goals
4. Objectives and strategies
5. Action plans
6. Controls
7. People
8. Budgeting and forecasting

Credit to: Tu, Giang, Duy Group (Sat class)

Quick overview

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Introduction
In order to deliver our digital marketing strategy we need to
understand three things:

1. Where are we now (A)?

2. Where do we want to get to (B)?
3. How do we get there?

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planning is not the most glamorous part of your strategy

but often the least glamorous parts of any

project are the key success factors

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The Planning
Process
vision-based planning
real-time planning

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Vision-based planning
The six stage of vision-based planning:

Definition: the process of

creating a vision and following a 1. Identify your vision statement.
clear six-stage process of
delivering against it. 2. Produce your mission statement.

3. Establish your primary goals.

→ This method is probably the
most common form of strategic
planning. 4. Create specific objectives and strategies to
reach each goal.

5. Implement action plans to fulfil each strategy.

6. Put the action plans into effect, evaluate and

evolve

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About step 2.
Produce mission statement: Identify Mission statement

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Example - an FMCG retailer

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Example - a B2B service provider

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Real-time planning
Definition: a plan that retains Advantage
fluidity to your planning - Strategy is highly relevant and
process to ensure your plans can change quickly to meet
are malleable to the current insights.
circumstances.
Disadvantage
→ The real-time model, - No document to share with your
therefore, keeps the planning business
process ‘alive’ as an ongoing
piece of work. - No fully formed document to
share externally

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The case of donut company

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THE PHASED APPROACH

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THE PHASED APPROACH

➔ Calendar-based phasing
◆ No specific delivery date in mind, no essential milestone dates, or strategy is not
integrated with any other pieces of work.
◆ More flexible with setting those deadlines at the start of the planning process.
➔ Theme-based phasing
◆ Specific themes that would be logical to deliver together.
● A new training program and online chat technology or direct mail and e-mail.
➔ Business-based phasing
◆ Aligning the key parts of the company’s plan with the key strategic pillars.
◆ A path of least resistance resonates with many senior stakeholders but can
compromise the ideal timeline for strategy.
◆ Less formalized in a smaller business but there will still be key areas of focus, and
funding will be directed toward those.

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GOALS

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GOALS

Goals are high-level statements of what you need to achieve for your business. Goals
need to be structured to meet some criteria. The model developed to give this goal-
setting memorable structure is the 4 Rs:
❖ Relevant: Does it fit with your vision?
❖ Resonating: Does it fit with your business’s values and goals?
❖ Responsive: Is it adaptable and flexible so that it can change if needed?
❖ Recognizable: Is it easily understandable?
Some example goals are:
● Increase sales ● Hire the best talent
● Improve profitability ● Gain market share
● Provide best-in-class customer ● Deliver a world-class digital
service experience

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GOALS

❖ The main goals of your strategy and the strategic pillars of your business need
to be integrated so that fitting together without any conflicting elements.
❖ Each goal will have objectives, strategies, and action plans
❖ Organization's goals will be realized through the waterfall effect.
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GOALS

❖ Goals are unique in the planning process in that the fewest details but the most thought

❖ Objectives and strategies will address how to achieve these goals.

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❖ An aspirational goal can propel your business forward faster than the actual one.

❖ Unrealistic goals that are set frequently can affect the realization of your goals.

➢ Sales target for the year is 20% (the company has never achieved more than 10-15%) -> still
hit 17.5% (still the best result for business)
➢ Set a goal of 40% next year and 60% the next 2 years (reduce investment in the business,
cancel bonuses, and reduce workforce) -> seriously reduce productivity and have a negative
impact on cultural problems (even resignation)

Objectives and Strategies

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Objectives

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Objectives

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Objectives
Example:
If we were to take our goal of increasing sales we might create one of the following objectives:
● Increase sales of batteries through the online channel by 10% to 100,000 units by the end of the sales year;
● Increase room bookings by 55% to achieve 55% capacity by this time next year.

These give us a target to hit and a deadline to hit it by. There is no ambiguity and it could even be more specific
by breaking down into a series of objectives around the different products being sold. If we were to take the
example of the doughnut company mentioned above, their SMART objectives could be:

1. To be everyone’s favorite place to buy doughnuts: increase footfall by 25% by end of year.
2. We provide the tastiest doughnuts in the United States to anyone, anywhere, at any time: customer
satisfaction levels on food quality at least 98% for full year.
3. Improve brand awareness: brand search queries up 20% within six months.
4. Create a social media strategy: improve engagement on Facebook by 100% by December.
5. Build a viral video marketing campaign: 1 million views in a three-month campaign period.

So now we know exactly what we have to do and by when – we have a simple flow. Meeting our action plans
means that our strategies will deliver. If all of our strategies deliver then we will hit our goal. If all of our goals deliver
then we will deliver against our mission, which means our overall strategy is working.
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Strategies
Your strategies are the plans that spell out how you will achieve your objectives.
When goals are fairly broad, strategies must be much more focused.

● Awareness: are consumers aware of us and our products?

● Consideration: do consumers find our brand and products appealing?

● Findable: can consumers find us either deliberately or through generic searches or channels?

● Informative: do consumers get the information they need from us to make a decision?

● Ease of use: is it easy for consumers to buy from us?

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Strategies
Example:

Customer Service

● Increase display advertising across highly targeted sites (awareness);

● Develop a market-leading proposition (consideration);

● Make significant SEO improvements (findable);

● Broaden our content strategy (informative);

● Improve our funnel signposting (ease of use).

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Action Plans

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Action plans

What is action plans in digital marketing?

A marketing action plan is what businesses use to

develop and execute marketing strategies. The
purpose of creating a marketing action plan is to put
your goals, strategies and other plans in writing
and can help your business stay on track and
measure progress as it executes marketing
campaigns.

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Action plans
What are the elements of a marketing action plan?

● Key performance indicators

Using to gauge the effectiveness of your marketing
campaign and action plan.
● Campaign timeframe
A major deadline as well as deadlines for key tasks
throughout the duration of the project.
● Product
If you're marketing a specific product, it's important to
write the product down in your marketing action plan.
● Company mission statement
Helping keep your marketing action plan in alignment
with your mission.
● Marketing budget
Marketing budget can be a huge factor in what types of
marketing campaigns you can execute.

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10 steps to an effective action plan:

1. Know your strategy.

2. Understand the bigger picture – your
goals.
3. Be specific.
4. Create a written plan.
5. Create deadlines and milestones.
6. Ensure it is measurable.
7. Don’t compromise.
8. Build in known factors.
9. Be clear.
10. Be thorough.

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Example (Case Study for exercise )

Self-made Case Study for class exercise from

Tu,Giang,Duy Group (Sat Class)

Scan QR to read example of a Campaign

(Action Plan) Digital Marketing

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Checklist of a Digital Marketing Plan

Self-made Checklist for class exercise from

Tu,Giang,Duy Group (Sat Class)

Scan QR for a Digital Marketing Plan Checklist Digital Marketing

Controls

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Controls
● Some clear discipline and control required
when formulating and putting in place an
important plan for success

● The most important of these controls is to

implement a documented management
approach

Using a Gantt chart to clearly illustrate the progress of each of the action plans, give a clear
reference point at any moment for how progress is being made. Also, implementing reporting
and measurement is vital to allow monthly, weekly or daily progress reports against the
objectives.

Controls
Reviews

● These reviews should cover how each action plan

is progressing against the milestones and whether
targets are being met.

Risk management
● A full understanding of this dictates the plans that
you produce and how you take action on them
throughout their delivery. Constructing a risk matrix
is a useful method of visualizing the risks that your
strategies will encounter.

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Controls
Contingency planning
● A contingency plan should be developed in advance, during
calm, so that you can consider and document all actions to be
taken. It should be discussed with other departments to ensure
alignment and understanding, and be communicated within
the marketing team

Some examples of this are:

● A new competitor enters the market with a significant impact.

● New technology is launched that our consumers would prefer

to use.

● The global economy is in recession.

● There is a serious negative PR story about our business.

● New regulation is brought into force that restricts our

operations.

People
Skill Set
Resource

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Skill Set
● Ensuring strategists and planners are experienced and have the
right mindset for the role.

The rest of the strategies and action plans will be heading in the
wrong direction if this early part of the process is not conducted
correctly

=> We need experts who understand their own channels, the other
channels and the wider strategy.

● It is crucial to have people who are good communicators and

leading individuals to behave as one team.
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Skill Set
● The leaders play an important role in leading the team in the right
direction

The leaders absolutely have to understand what each channel and

element of the strategy does, how it works and how they should fit
together.

=> Without it, the guidance will not be there for the experts who are
delivering the action plans.
=> Without guidance there is nowhere to turn for direction.

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Skill Set
=> People make decisions being made on personal preference
rather than experience or data.

The method of discovering the types of personality you have in your

business developed by Katharine Cook Briggs and her daughter
Isabel Briggs Myers

The four dichotomies or scales are:

● thinking and feeling (T/F);
● extroversion and introversion (E/I);
● sensing and intuition (S/N);
● judgement and perception (J/P).
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Resource
This refers to the number of hours available for delivery of the action
plans.

=> the strategists have a solid understanding of what resource is

available to deliver the plans.

● allocating time to existing processes or ‘business as usual’ (BAU)

work.

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Resource
Example: A team of 20 marketers may consist of one director, 3 senior managers, 6 managers and 10
executives. They work 40 hours with 5 working days (8 hours per day) in a week.

At beginning:
=> They have 20 staffs *40 hours = 800 hours per week
=> They have 800 hours * 52 weeks = 41.600 hours per year

However, we also need to consider the work that goes on within marketing that forms the
foundation of keeping the department running. This may well take another 300 hours per week for
the team.
=> They have 800 hours - 300 hours = 500 hours per week.
=> They have 500 hours * 52 weeks = 26.000 hours per year.

Besides, we need to factor in that individuals in the team will have holiday and some sick leave,
which will lose us 25 days per person on holiday and 5 days per person on sick leave during the year.
=> 20 staffs * 30 days off = 600 days => 600 days * 8 hours = 4.800 hours per week
=> They have 26.000 hours - 4.800 hours = 21.200 hours per year

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Budgeting and
Forecasting
What is the Budgeting and Forecasting on digital marketing?
What’s the story behind Master Budget?
How we make decision on running the new product?

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What is the Budgeting and Forecasting on digital marketing?

- The budgeting and forecasting process of planning, for obvious

reasons, and there are some important techniques

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- This section deals specifically with media budgeting rather than
departmental budgeting

- Digital marketing is an area that is very transparent. Where some marketing

channels may not be able to directly attribute sales or revenue, digital channels
generally can.

- Example: you can not buy immediately the products on your television.
But on digital platforms like shoppee, lazada, you can.

What’s the story behind Master Budget?

- Review historical performance.

- Understanding how they have performed historically, and the
trends we have seen over the previous period.
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What’s the story behind Master Budget?

Which technical are the most

approach to customer?

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How do we make the decision on the new product?

- Monthly forecasts are fairly standard, especially within digital marketing where
updated market and business performance can be considered in close to real time.

- Provides a view of month-on-month performance and year-on-year

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performance which showing any trends within the data and the goals from
the master budget.
- For example: if we were to forecast our sales from August 2019, we would look
back at the period from August 2018 to July 2019. We could see from this how we
performed last year and see any trends since that date right up until the previous
month.

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Thank you for your attention !!!!

The ‘Digital Marketing’ course at VNUK is mapped against the

‘Digital Fundamentals’ module of the Foundation Certificate in
Digital Marketing program of Chartered Institute of Marketing
(CIM). This customised option gives students an opportunity to
graduate with VNUK degree and a Foundation Certificate in
Digital Marketing (Level 3) of CIM.

For further information about obtaining CIM Level 3 certificate at VNUK,

please contact: hanh.nguyenduc@vnuk.edu.vn

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