Chapter 8: Digital Marketing

Planning

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Situation analysis
Objectives – Where to want to be
Strategy – How do get there
Tactics – How exactly get there
Actions – Details of tactics
Control – How to monitor performance
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Situation analysis

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SWOT

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Situation analysis - Markets
FIVE FORCEs PORTER

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Situation analysis - Customers
Who are they?
What they want?
Why they want?
When they want?
Where they want?
How they purchase?

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Situation analysis - Competitors
Who are they send?
What do they send?
Why do they send?
Where do they send?
When do they send?
How they do that?

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Objectives and Goals

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5Ss suggest for GOALs
SELL – customer acquisition and retention target
SERVE – customer satisfaction target
SIZZLE – site stickiness, visit duration
SPEAK – trialouges; number of engaged customer
SAVE – quantified efficiency gain

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SMART for Objectives

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Examples
• Specific: I want to boost our blog’s traffic by increasing our weekly publishing
frequency from 5 to 8 times a week. Our two bloggers will increase their
workload from writing 2 posts a week to 3 posts a week, and our to 2 posts a
week. editor will increase her workload from writing 1 post a week
• Measureable: An 8% increase is our goal.
• Attainable: Our blog traffic increased by 5% last month when we increased
our weekly publishing frequency from 3 to 5 times a week.
• Relevant: By increasing blog traffic, we’ll boost brand awareness and
generate more leads, giving sales more opportunities to close.
• Time-Bound: End of this month

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Strategy

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 Goals

Objective 1 Objective 2 Objective 3

Digital Marketing Campaign 1.1 Digital Marketing Campaign 2.1 Digital Marketing Campaign 3.1

Digital Marketing Campaign 1.2 Digital Marketing Campaign 2.2 Digital Marketing Campaign 3.2

Digital Marketing Campaign 1.3 Digital MarketingCampaign 2.3 Digital Marketing Campaign 3.3
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Who are they? Targeting
What they want? Create offers
Why they want? Tell them
When they want? Choose the right time
Where they want? Choose the right place
How they purchase? Encourage them to purchase

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 Goals
Setting Objectives
Digital Marketing Campaign

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TAGLINE SLOGAN

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Nâng niu bàn chân Việt

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Chuyên gia giặt tẩy vết bẩn

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COKE SOCIETY

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Tactics

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 Media and Tools
• Website, Blog • Wordpress,NOPComerce . . ..
• SEO • Google Advword ….
• Truyền thông xã hội • Facebook, Instagram . ..
• Quảng cáo trực tuyến • Viral/BUZZ ….
• Online PR • ONLINE PRESS TOOLs . .. .
• Email Marketing • TOP EMAIL, MAILCHIMP. . . ..

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Actions

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Introduction to

A/B Testing

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A/B Testing - Website

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A/B Testing - Sales

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A/B Testing - Moblie

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A/B Testing - Email

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A/B Testing

1. Đặt câu hỏi

2. Nghiên cứu tổng quan:
3. Đặt ra một giả thuyết
4. Xác định mẫu thử và thời gian thực hiện test
5. Tiến hành test
6. Thu thập thông tin và tiến hành phân tích
7. Cung cấp kết quả cho tất cả các bên liên quan

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A/B Testing

TOOLS

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Control
Make sure everything work toward GOAL

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KPI
Tracking
Web ANALYTICS
Frequency of reporting

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