Digital Vietnam

What is marketing?
• ‘The science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit’
(Kotler, 2012).

• ‘The activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large’ (AMA, 2017)
What is marketing?
• ‘The science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit’
(Kotler, 2012).

• ‘The activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large’ (AMA, 2017)
What is digital marketing?
• ‘Achieving marketing objectives through applying digital
media data and technology’ (Chaffey and Chadwick 2109)

• There is, in fact, no difference between ‘traditional’

marketing and digital marketing. They are one and the
same, apart from using digital media as the primary
communication medium

• Ultimately, the aim of any type of marketing is to keep and

grow a customer base and stimulate sales in the future.
Digital communication tools contribute towards connecting
and building long-term relationships with customers
Why digital marketing?
• You can target only the prospects most likely to purchase
your product or service
• It's more cost-effective than traditional marketing methods
• Digital marketing lets you outrank bigger players in your
industry
• Digital marketing is measurable
Marketing Strategy
• The purpose of a marketing strategy is to determine
what the business or brand is about. An effective
strategy involves making a series of well-informed
decisions about how the brand, product or service
should be promoted.
• Note the brand that attempts to be all things to all
people risks becoming unfocused or losing the clarity
of its value proposition
Marketing Strategy – the
environment
Marketing Strategy – the business
Marketing Strategy – the customer
Marketing Stragey – the competitor
Marketing Strategy – SWOT
analysis
Marketing Plan – last semester
1. Introduction
2. Situational Analysis – Pestel, SWOT
3. STP – Segmenting, Targeting, Positioning (strategy)
4. 4P – Products, Price, Place, Promotion (tactics)
Marketing Plan – last semester
Marketing Plan – this semester
1. Introduction
2. Situational Analysis – Pestel, SWOT
3. Marketing Objectives
4. STP – Segmenting, Targeting, Positioning (strategy)
5. 4P – Products, Price, Place, Promotion (tactics)
6. Control and measurement
Marketing Strategy – STP and 4P
Marketing tactics
1.Search Engine Optimization (SEO)
2.Content Marketing
3.Social Media Marketing
4.Pay Per Click (PPC)
5.Affiliate Marketing
6.Native Advertising
7.Marketing Automation
8.Email Marketing
9.Online PR
10.Inbound Marketing
11.Sponsored Content
Here is an example:
SMART objective:
Increase sales through the eCommerce platform by 10% within
the next six months.
Tactics:
Search advertising
Social media marketing using the Facebook brand page
KPIs per tactic:
Search advertising – number of search referrals, cost per click
on the ads
Facebook brand page – number of comments and shares on
campaign specific posts
Targets per tactic:
Search advertising – 1 000 search referrals after the first month,
with a 10% month-on-month increase after that
Facebook brand page – 50 comments and 10 shares on
campaign-specific posts per week