Digital Marketing Strategy Development - Marketing Mix

DIGITAL MARKETING
STRATEGY, IMPLEMENTATION AND PRACTICE

Seventh Edition
Part 2
Digital marketing strategy
development
Chapter 5
Digital media and the
marketing mix
Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Chapter 5 Digital media and the
marketing mix
Main topics:
• Product
• Price
• Place
• Promotion
• People, process and physical evidence
Case study: Spotify streaming

develops new revenue models
Digital Marketing
e Marketing
Digital Marketing = Digital + Marketing

Digital Marketing = Online Marketing + …
Internet Marketing
2 Các kênh Digital Marketing
• Social Network
• Search Engine
• Websites
• Forums
• Mobile & LBS (Local based service)
• Email
• Others: LCD, TVC, ePoster, máy chieu ngưec,
máy trình chieu tương tác
Các kênh phổ biến (quan
điểm khác)
➢ Online advertising – Quảng cáo trực tuyến
➢ Search Engine marketing – Tiếp thị qua bộ máy
tìm kiếm
➢ Social Network marketing – Tiếp thị qua Mạng xã hội
➢ Email marketing – Tiếp thị qua email
➢ Mobile marketing – Tiếp thị qua điện thoại di động
➢ Online PR – PR trực tuyến
Social Network
marketing
Search Engine
marketing
Mobile
marketing
Website &
forum
Email
Marketing
e-
poster
LCD Advertising
Display
3 Triển khai Digital Marketing
• Advertising, Branding, PR
• 4P & 7P
• Đ¼t mnc tiêu
• Trien khai
• Quy trình
Advertising, Branding,
PR
Yếu tố ảnh hưởng bên ngoài
P
L E
E S
T
PESTEL Analysis
❖ Political: Chính trị
❖ Environmental: Môi trường P
❖ Social: Xã hội
❖ Technological: Kỹ thuật L E
❖ Economic: Kinh tế
❖ Legal: Pháp luật Consumer
(Client)
E S
Yếu tố ảnh hưởng bên trong
P
❖ Product: Sản phẩm
❖ Price: Giá
❖ Placement: Phân phối
❖ Promotion: Quảng bá Consumer
❖ People: Con người P (Client) P
❖ Process: Quy trình

❖ Physical Environment: Môi trường
Mục tiêu doanh thu, lợi
nhuận?
Đặt mục tiêu
Cụ thể
Đo lường được
t
Hành động
Hiện thực
Giới hạn
thời gian
Quy trình trong doanh
nghiệp
Mô hình thói quen tiêu
dùng
Digital Marketing có thể làm gì?
1. Tăng doanh thu

2. Tăng lợi nhuận
3. Tăng độ trung thành khách

hàng
Digital Marketing để làm gì?
4. Tăng tương tác giữa thương hiệu & khách 5. Thương hiệu thành công
hàng
Mô hình Digital
Marketing
How we do Digital
Marketing
SOSTAC planning
system
SOSTAC planning
system
SOSTAC planning
system
SOSTAC planning
system
4 Công cụ đo lường & đánh giá
• Đo lưèng & KPI
• ROI - Return on Investment
• Đánh giá
• Công cn: Google Analytics & Webmaster Tool
Hệ thống đo lường &
KPI
Google
Analytics
Google Webmaster
tool
Return on
Investment
What is the marketing mix?
Product
Implications for digital technology for the product element
of the mix
1. Options for varying the core product

2. Options for offering digital products
3. Options for changing the extended product
4. Conducting online research
5. Speed of new product development
6. Speed of new product diffusion
The long tail concept
Branding in a digital environment
• Success factors for brand sites

• Brand identity
• Brand names for online brands
Price
1. Increased price transparency
2. Downward pressure on price
3. Innovative pricing approaches
4. Alternative pricing structure or policies
Price elasticity of demand
Price elasticity of demand for a relatively
inelastic product
Figure 5.6 Alternative pricing mechanisms
Place
1. Place of purchase
2. New channel structures
3. Channel conflicts
4. Virtual organisations
Promotion
Communications Tool Online implementation

Advertising Interactive display ads, pay-per-click search advertising, targeted ads in social
networks
Selling Virtual sales staff, site merchandising, assisted selling (including livechat) and affiliate
marketing
Sales promotion Incentives such as coupons, rewards, online loyalty schemes
Public relations Online PR and influencer outreach, blogs, e-newsletters, newsletters, social
networks, links and viral campaigns
Sponsorship Sponsoring an online event, site or service
Direct mail Opt-in email using e-newsletters and focused ‘solus’ emails
Exhibitions Webinars, virtual exhibitions and white-paper distribution
Merchandising Promotional ad-serving on retail sites, personalised recommendations and email

alerts
Packaging Virtual tours, real packaging displayed online
Word of mouth Social, viral, affiliate marketing, email a friend, links
People Process and Physical evidence
People:
1. Customer define support query

2. Receipt of email and acknowledgement
3. Routing of emails
4. Compose response
5. Follow-up
Process:
• Customer preferred channel

• Company -preferred channel
• Delivering customer services and assisted sales through
Livechat
Physical evidence refers to:
A customer’s experience of the company through the web

site and other digital media.
Case study: Spotify streaming develops
new revenue models
Question:
Assess how Spotify compete with traditional and online
music providers by reviewing the approaches it uses for
different elements of the marketing mix
Source: https://www.recode.net/2018/2/28/17064460/spotify-ipo-charts-music-streaming-daniel-ek
SWOT for Marketing
Ma trận SWOT trong Marketing
SWOT (coffee) vs 4P
Bài tập: Triển khai digital marketing
- Nhóm 3 sinh viên

- Chọn 1 brand trong ngành tiêu dung (hay bất kỳ)
- Xây dựng toàn bộ chiến lược 4P/7P cho đề xuất sản
phẩm mới (hơn 90% là digital)
- Phân tích SWOT ( marketing) cho chiến lược đó

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DIGITAL MARKETING

STRATEGY, IMPLEMENTATION AND PRACTICE

Case study: Spotify streaming

Digital Marketing = Digital + Marketing

❖ Process: Quy trình

1. Tăng doanh thu

3. Tăng độ trung thành khách

1. Options for varying the core product

• Success factors for brand sites

Communications Tool Online implementation

Sales promotion Incentives such as coupons, rewards, online loyalty schemes

Sponsorship Sponsoring an online event, site or service

Exhibitions Webinars, virtual exhibitions and white-paper distribution

Merchandising Promotional ad-serving on retail sites, personalised recommendations and email

Packaging Virtual tours, real packaging displayed online

Word of mouth Social, viral, affiliate marketing, email a friend, links

1. Customer define support query

• Customer preferred channel

A customer’s experience of the company through the web

- Nhóm 3 sinh viên

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