DM-Topic 1

Digital Marketing - Vannam LE 2/24/22
NATIONAL ECONOMICS UNIVERSITY

BUSINESS SCHOOL
MARKETING & OPERATION DEPARTMENT
TEACHING SLIDE
SUBJECT
DIGITAL MARKETING
CODE: EBPF1189
CREDIT: 3
INSTRCUTOR: VANNAM LE
1
PART Digital marketing

1 fundamentals
Topic
1
INTRODUCING DIGITAL MARKETING
1
Learning objectives
1 2 3
Identify the key
Explain the relevance
Evaluate the differences between
of different types of
advantages and customer
digital platforms and
challenges of digital communications for
digital media to
media digital marketing and
marketing
traditional marketing.
2
3
Questions for marketers
• What are the options for digital marketing to grow

our business?
• What are the key benefits of digital marketing?
• What differences do the digital media introduce

compared to existing marketing communications
models?
Achieving marketing objectives

through applying digital technologies.
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 7th edition © Pearson
Education Limited 2021
Marketing is the management process responsible for identifying,

anticipating and satisfying customer requirements profitably
4
A.I.D.A.S
A.I.S.D.A.L.S.Love
Attention Search Action Share
(chú ý) (tìm kiếm) (hành động) (chia sẻ)
Interest
(quan tâm)
Desire Love / Hate
(mong muốn) (yêu / ghét)
Like / Dislike
(thích / không thích)
10
10
5
Transformation
11
11
TNA
That's not all
12
12
6
5Ds
Digital
Marketing
13
13
Digital devices: Our audiences interact with

businesses using a combination of smartphones,
5Ds tablets, laptops, desktop computers, TVs, gaming
Digital devices
devices, virtual assistants (like Amazon Echo) and other
connected devices forming the Internet of Things (IoT)
Internet of Things (IoT)

A system of devices, software, objects, people or animals with unique identifiers that can transfer data over a network via machine-to-machine (M2M) interactions without human interaction. 14
14
7
Digital platforms: Most interactions on these devices

are through a browser or apps from the major
5Ds ‘platforms’ or online services, e.g. Facebook™ (and
Digital platforms
Instagram™), Google™ (and YouTube™), Twitter™,
LinkedIn™, Apple™, Amazon™ and Microsoft™.”
15
15
Digital media: Different communications channels for

5Ds reaching and engaging audiences are available,
Digital media including advertising, email and messaging, search

engines and social networks
16
16
8
Digital data: The insight businesses collect about their

5Ds audience profiles and their interactions with businesses
Digital data
now needs to be protected by law in most countries.
17
17
Digital technology: This is the marketing technology –
5Ds or MarTech – that businesses use to create interactive
Digital technology experiences from websites and mobile apps to in-store

kiosks and email campaigns
18
18
9
Evaluate the
relevance of
digital platforms
and digital
media to
marketing
19
19
POE
Paid media: Also known as bought media, a direct payment
occurs to a site owner or an ad network when they serve an
ad, a sponsorship or pay for a click, lead or sale generated.
Paid media
Owned media: Different forms of online media controlled by
Owned media
a company including their website, blogs, email list and
Earned media
social media presence.
Earned media: The audience is reached through editorial,

comments and sharing online.
20
20
10
Essential digital
skills: Keeping
up-to-date with
digital
21
21
2 Advertising medium. Display ads on publisher sites or social

networks can be used to create awareness of brands and
demands for products or services.
Direct-response medium. Targeted search advertising enables
companies to drive visits to a site when consumers shows intent to
purchase, such as searching for a flight to a destination.
Application of Platform for sales transactions. Online flight booking is now the
Digital Marketing most common method for booking flights, both for consumers and
business travellers.
Lead-generation method. For booking business flights, tools can
be provided that help identify and follow up corporate flight
purchases.
22
22
11
2 Distribution channel, such as for distributing digital

products. For example, today, airlines sell more
insurance services than previously
Customer service mechanism. For example,

customers may self-serve’ more cost-effectively by
Application of
Digital Marketing reviewing frequently asked questions.
Relationship-building medium. Here a company can
interact with its customers to better understand their
needs and publicise relevant products and offers.
23
23
2 Distribution channel, such as for distributing digital

products. For example, today, airlines sell more
insurance services than previously
Customer service mechanism. For example,

customers may self-serve’ more cost-effectively by
Application of
Digital Marketing reviewing frequently asked questions.
Relationship-building medium. Here a company can
interact with its customers to better understand their
needs and publicise relevant products and offers.
24
24
12
2
Identifying. The Internet can be used for marketing research to
find out customers’ needs and wants
Benefit of Anticipating. The Internet provides an additional channel by

Digital Marketing which customers can access information and make purchases
Satisfying. A key success factor in e-marketing is achieving

customer satisfaction through the electronic channel
25
25
Keys
5Ss
Digital marketing
26
26
13
Keys
5Ss
Digital marketing
27
27
Digital Marketing 4Es
• Excitement (Phấn khích)
• Education (Giáo dục)
• Experience (Trải nghiệm)
• Engagement (Cam kết)
28
28
14
EXCITEMENT
• Sales promotion activities to the right
target audience
• The technique used is suitable for the

Excitement always perception and subconscious mind of the
accompanies
"crazy" actions target group
• Idea Virus Marketing or WOM
29
29
EDUCATION
Good lectures
usually start with
practice and end
with practice
Ulrich Lipp
30
30
15
EXPERIENCE
An experience is a
set of emotions,
good or bad…
31
31
32
32
16
ENGAGEMENT
• Action, loyalty and commitment.
NPS • Active consumer interactions lead to

Post-purchase more profits.
• Participation can also backfire.
33
33
7Cs Digital Marketing
Communication
Consistency Convenience
Content Community
Core goals
Context Competition
Customer
34
34
17
Core goals
• Specific
• Measurable
• Achievable
Mục tiêu
chính
• Realistics SMARTER
• Timebound
• Engagment
• Ralevant
35
35
Context
Bối cảnh
36
36
18
Content
Anything to keep
• Ensure relevance to the context and key objectives.
your digital
marketing funnel • Develop niche keywords to improve organic search.
full
• Implement SEM and paid search.
37
37
PHỄU BÁN HÀNG - DIGITAL MARKETING
Potential customers must first be aware that there

NHẬN THỨC is a problem and YOU or your organization have a
solution to it. (This is where your blog excels.)
Potential customers evaluate the various options

ĐÁNH GIÁ available to them, including your competitor's
solutions, and of course, do not take any action to
solve the problem.
CHUYỂN ĐỔI
The customer is now at the point of truth - making a
purchase. YOUR goal is to convert leads into
CUSTOMERS.
38
38
19
TOFU (Top Of The Funnel)

Cold Traffic You need content at the top of the
Người lạ funnel to create awareness and
awareness for potential customers.
MOFU (Middle Of The Funnel)

You need content in the middle of the
Warm Traffic
funnel to facilitate evaluation by
Người quen
potential customers.
BOFU (Bottom Of The Funnel)

You need content at the bottom of the
Hot Traffic funnel to trigger a lead-to-customer
Người thân conversion.
39
39
Top Of The Funnel (TOFU) - NGƯỜI LẠ
COLD TRAFFIC
40
40
20
Middle of the Funnel (MOFU) - NGƯỜI QUEN
WARM TRAFFIC
41
41
Bottom of the Funnel (BOFU) - NGƯỜI THÂN
HOT TRAFFIC
42
42
21
Consistency
Consistency (Tính nhất quán)
Familiarity (Sự quen thuộc)
Asymmetrical trust
Trust (Niềm tin)
and information
Loyalty (Lòng trung thành)
Evangelism ( Hành động truyền giáo)
43
43
Communication
• Maintain customer trust and loyalty to the brand
Digital • Convey all product information

Marketing • Create brand affection and loyalty
Communication • Build a beautiful image for the brand
s (DMC) • Create a story for the brand
• Distributing products conveniently at agents and retailers
• Increase sales and profits
44
44
22
NGƯỜI GỬI NGƯỜI NHẬN
KÊNH
MÃ HÓA
GIẢI MÃ
THÔNG ĐIỆP
PHẢN HỒI
NHIỄU
45
Communication Efficiency Tower

Purchase Do
(Mua) (Hành động)
Conviction
(Tin tưởng)
Preference Feel
(Ưa thích) (Cảm nhận)
Liking
(Có thiện cảm)
Knowledge
(Hiểu biết)
Think
Awareness (Suy nghĩ)
(Nhận thức)
46
46
23
Convenience
Let customers follow you

with the advertising
"scent"
47
47
Community
Buôn có bạn, Bán

có phường
48
48
24
Competition
“Contrast is persuasive
and often amplifies it in
every way.”
---Vannam LE---
49
49
COMPETITIVE ANALYSIS - DIGITAL MARKETING
50
50
25
51
51
52
52
26
Digital Marketing model
53
53
Summary and
examples
Transaction
alternatives
between
businesses,
consumers and
governmental
organisations
54
54
27
DSD
A generic digital
marketing strategy
development process
55
55
RACE
RACE: Reach-Act
(Interact)-Convert-
Engage.
Source: Smart Insights (2010)
56
56
28
Six categories
e-communications
tools or media
channels
(Chaffey and Smith, 2008)
57
57
Summary
Communication
models for (a)
traditional media,
(b) new media
58
58
29
Summary
Degree of
individualisation for: (a)
traditional media
(same message); (b) new
media (unique messages
and more information
exchange between
customers)
59
59
Mixed-mode
The role of
mixed-mode
buying in
Internet
marketing
60
60
30
Key differences
Table 1.5 An interpretation of the differences between the old and digital media
61
61
31

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Digital Marketing - Vannam LE 2/24/22

NATIONAL ECONOMICS UNIVERSITY

PART Digital marketing

Questions for marketers

• What are the options for digital marketing to grow

• What are the key benefits of digital marketing?

• What differences do the digital media introduce

Achieving marketing objectives

Marketing is the management process responsible for identifying,

Digital devices: Our audiences interact with

Internet of Things (IoT)

Digital platforms: Most interactions on these devices

Digital media: Different communications channels for

Digital media including advertising, email and messaging, search

Digital data: The insight businesses collect about their

Digital technology: This is the marketing technology –

5Ds or MarTech – that businesses use to create interactive

Digital technology experiences from websites and mobile apps to in-store

Earned media: The audience is reached through editorial,

2 Advertising medium. Display ads on publisher sites or social

2 Distribution channel, such as for distributing digital

Customer service mechanism. For example,

2 Distribution channel, such as for distributing digital

Customer service mechanism. For example,

Benefit of Anticipating. The Internet provides an additional channel by

Satisfying. A key success factor in e-marketing is achieving

Digital Marketing 4Es

• Excitement (Phấn khích)

• Education (Giáo dục)

• Experience (Trải nghiệm)

• Engagement (Cam kết)

• The technique used is suitable for the

• Idea Virus Marketing or WOM

• Action, loyalty and commitment.

NPS • Active consumer interactions lead to

• Participation can also backfire.

7Cs Digital Marketing

PHỄU BÁN HÀNG - DIGITAL MARKETING

Potential customers must first be aware that there

Potential customers evaluate the various options

TOFU (Top Of The Funnel)

MOFU (Middle Of The Funnel)

BOFU (Bottom Of The Funnel)

Top Of The Funnel (TOFU) - NGƯỜI LẠ

Middle of the Funnel (MOFU) - NGƯỜI QUEN

Bottom of the Funnel (BOFU) - NGƯỜI THÂN

Consistency (Tính nhất quán)

Familiarity (Sự quen thuộc)

Loyalty (Lòng trung thành)

Evangelism ( Hành động truyền giáo)

• Maintain customer trust and loyalty to the brand

Digital • Convey all product information

NGƯỜI GỬI NGƯỜI NHẬN

Communication Efficiency Tower

Let customers follow you

Buôn có bạn, Bán

COMPETITIVE ANALYSIS - DIGITAL MARKETING

Digital Marketing model

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