Building digital marketing plan the case of Nike Inc Vietnam

The Trans/ormation from Traditìonaỉ M arketing inío Digital M arketing - How to exploit the advantages...5 1.1.2.1.. Building Digital Pìatform Proposition...64 3.2.2.. Building Messaging

A C K N O V V L E D G E M E N T S !

A B S T R A C T I I T A B L E O F C O N T E N T S V I LIST O F T A B L E S IX L IS T O F F I G U R E S X INTRODUCTION 1

C H A P T E R 1 4

LITER A TU R E R E V IE W 4

1.1 A n OVERVIEW OF DIGITAL M A RK ETIN G 4

Ị 1.1 Definition of Digital marketing 4

1.1.2 The Trans/ormation from Traditìonaỉ M arketing inío Digital M arketing - How to exploit the advantages 5

1.1.2.1 F ro m Vievver to P a rtic ip a n ts: 5

1.1.2.2 F ro m im pressions to In v o lv e m e n t 6

1.1.2.3 F ro m B roadcast to A d d re ssa b le 7

1.1.2.4 F ro m sch ed ule-D riv en and L ocation- B o u n d C o n ten t to T im e- S h iíted and B o rd e rle s s 7

1.1.2.5 F ro m M arketer - D riven to C o nsum er- Initiated , C reated and C o ntro lled .8 1.1.2.6 F ro m Push M arketin g to O pt- In and S h a re M a rk e tin g 8

1.1.2.7 F ro m T radition al M edia P lan nin g to N e w M edia P la n n in g 9

1.1.2.8 F ro m M anaged PR to D igital In ílu e n c e 9

1.1.2.9 F ro m Integrated M arketin g to ư n ifie d - M a rk e tin g 10

1.1.2.10 F ro m D ata B ind to D ata- D riv e n 10

1.1.2.11 F ro m Post C am p aig n M easu rem ent to R eal- T im e M easu rem e n t 11

1.1.2.12 F ro m partial R O I to O p tim iz a tio n 11

1 2 D i g i t a l MARKET1NG C h a n n e l s 11

1 2 1 T h e w e b 1 1 1.2.1.1 T h e w eb 2.0 d e iìn itio n 12

1.2.1.2 T he app licatio ns o f w eb 2.0 fo r digital m a rk e tin g 12

1.2.2 Internet Media 13

1.2.2.1 D isp lay a d s 14

1.2.2.2 S e a r c h - SE O (search E n gin e O p tim izatio n ) and S E M (S earch E ngine M a rk e tin g ) 14

1.2.2.3 A ffilia te p ro g ra m s 14

1.2.2.4 S p o n so rsh ip s and n eg o tiated s p a c e 15

1.2.3 Ertìơil and Viral M arketing 15

TABLE OF CONTENTS

vi

1.2.3.1 E m a il M a r k e tin g 15

1.2.3.2 V ir a l M a rk e tin g 16

1.2.4 Mobile M arketirtg 16

1.2.4.1 M a rk e tin g via S M S (S h o rt M essag ing S e rv ic e ) 16

1.2.4.2 M a rk e tin g v ia M M S (M u ltim e d ia M essaging S e rv ic e ) 16

1.2.4.3 M a rk e tin g via B lu e to o th 17

1.2.4.4 M a rk e tin g v ia M o b ile s e a rc h 17

1.2.4.5 In-gam e m obile m arketing 17

1.2.5 Games 18

1.2.6 Digital Sìgnage 18

1.2.6.1 In - M a rk e t S ig n a g e : 18

1.2.6.2 In -s to re /M a lls S ig n a g e 18

1 3 D i g i t a l M a r k e t i n g P l a n n i n g F r a m e w o r k 19

1.3.1 Phase I - Defming a Participant Print and Goals 19

1.3.1.1 D e íìn in g a P a rtic ip a n t P r in t 20

1.3.1.2 D e íĩn in g G o a ls 21

1.3.2 Phase / / — Creating the Digital Platform 22

1.3.2.1 D ig ita l P la tíb rm P ro p o s itio n 22

1.3.2.2 C h a n n e l M ix Plan and C re a tiv e C o n c e p t 23

1.3.2.3 C o n te n t O u tlin e 24

1.3.3 Phase III - Generating Awareness and Infỉuence 27

1.3.3.1 M e s s a g in g and V ir a l P la n 27

1.3.3.2 D ig ita l A w areness P la n 29

1.3.3.3 D ig ita l In ílu e n c e P la n 30

1.3.3.4 C h a n n e l U n iíĩc a tio n P la n 32

1.3.4 Phase IV- Harnessing Data, Anaỉytics and Optimization 35

1.3.4.1 D ata p la n 35

1.3.4.2 A n a ly tic s p l a n 37

1.3.4.3 O p tim iz a tio n p la n 38

CHAPTER 2 40

T H E P O T E N T I A L D E V E L O P M E N T O F D I G I T A L M A R K E T I N G IN V I E T N A M A N D A N A L Y Z I N G M A R K E T I N G A C T I V I T I E S O F N I K E IN C V I E T N A M 40

2 1 T h e P o t e n t i a l D e v e l o p m e n t o f D i g i t a l M a r k e t i n g i n V i e t n a m 4 0 2.1 ỉ The deveỉopment of Internet activities in Vietnam 40

2 1.1.1 In te rn e t u sers in V ie tn a m 40

2.1.1.2 T he In te rn e t d e v e lo p m e n t fro m G o ve rn m e n t su p p o rts 46

2.1.2 The development of Mobile devices 46

2.1.3 The development of Social networks 49

2 2 A n a l y z e M a r k e t i n g A c t i v i t i e s o f N i k e I n c V i e t n a m 4 9

2.2.1 Company overview 49

2.2.1.1 C o m p an y p r o íĩle 4 9 2 2 1.2 T arg et m a rk e t 51

2 2 1 3 F in an cial p e r ío r m a n c e 52

2.2.2 M arketing activities o/Nike Inc Vietnam 53

2.2.2.1 P ro d u ct & P ric e 54

2.22.2 P l a c e 5 5 2.2.23. P ro m o tio n 56

C H A P T E R 3 60

B U I L D IN G D I G I T A L M A R K E T I N G P L A N F O R N I K E IN C V I E T N A M 60

3 1 P h a s e I - D e f i n i n g a P a r t i c i p a n t P r i n t a n d G o a l s 6 0 3.1.1 Defining a Participant Priní 60

3.1.1.1 D e íĩn in g G en eral P ro íile 60

3 1.1.2 D e íin in g th e D ig ital P r o í ì l e 61

3.1.2 Dẹfìning Goals 61

3 1.2.1 C u sto m e r a c q u isitio n /R e g istra tio n 62

3.1.2.2 E n h an ced C u sto m e r Service 63

3.1.2.3 S a le s 64

3 2 P h a s e II - C r e a t i n g t h e D i g i t a l P l a t f o r m 6 4 3.2.1 Building Digital Pìatform Proposition 64

3.2.2 Channel M ix Pỉan and Creative Concepl 65

3.2.2.1 C h an n el M ix P l a n 65

3.2.2.2 C re ativ e C o n c e p t 67

3.2.3 Content Outline 68

3 3 P h a s e III - G e n e r a t i n g A w a r e n e s s a n d I n f l u e n c e 71

3.3.1 Building Messaging and Vừal Plan 77

3.3.1.1 B u ild in g M e ssag in g P la n 71

3.3.1.2 B u ild in g V iral P la n 73

3.3.2 Buiỉding Awareness Plan 74

3.3.3 Building Digital Influence Plan 74

3.3.4 Building Channeỉ Unifìcation Plan 75

3 4 P h a s e I V - H a r n e s s i n g D a t a , A n a l y t i c s , a n d O p t i m i z a t i o n 7 6 3.4.1 Building Data plan 75

3.4.2 Buiỉding Analytics ốc Optimiiation Plan 78

C O N C L U S I O N 82

R E F E R E N C E S 83

APPENDICES 85

1 The thesis title

Building D igital Marketing plan - The case o f Nike ĩnc Vietnam

2 The thesis necessity

D ig ita l te c h n o lo g y is g ro v v in g ra p id ly o v e r th e v vo rld in g e n e ra l a n d V ie tn a m in

p a rtic u la r C o n s u m e r s to d a y a re liv in g in a d ig ita l s o c ie ty , s o th e ir b e h a v io r s ,

a c tiv itie s , h a b its , e tc a re c h a n g in g q u ic k ly T h a i m a k e s tr a d itio n a l m a r k e tin g

c a n n o t s u c c e s s f u lly in ílu e n c e th e m a s th e y c o u ld T h e r e ío r e , in th e n e a r íìitu re , i f

T h e o b je c tiv e s o f th is th e s is a re to ( a ) rev ievv th e th e o r y o f b u ild in g D ig ita l

M a r k e tin g P la n , (b) P r o v id e a n o v e rv ie v v o f th e p o te n tia l d e v e lo p m e n t o f d ig ita l

m a r k e tin g in V ie t N a m th r o u g h th e d e v e lo p m e n t o f d ig ita l c h a n n e ls , a n d P r e s e n t

N ik e In c V ie tn a m a n d a n a ly z e its c u r r e n t m a r k e tin g a c tiv itie s to fín d o u t th e

n e c e s s ity o f b u ild in g a n e w m a r k e tin g p la n , (c ) b u ild in g a n a p p r o p r ia te d ig ita l

m a r k e tin g p la n f o r N ik e In c V ie tn a m

4 M e th o d

T h is th e s is a p p lie s th e c a s e s tu d y to b u ild d ig ita l m a rk e tin g p la n fo r N ik e Inc

V ie tn a m T h e r e s e a r c h h a s b e e n p re p a r e d m a in ly th ro u g h d e s k s tu d y re v ie w s o f

a v a ila b le lite r a tu r e a n d d a ta th r o u g h th re e b a s ic s íe p s :

T h e íìr s t s te p is to rev iev v th e o r ie s o f b u ild in g d ig ita l m a rk e tin g p la n T h e re s e a rc h

ío c u s e s o n th e lite r a tu r e vievv o f m a in d is ita l c h a n n e ls a n d in d e n tifie s th e p ro c e s s

to b u ild a d ig ita l m a r k e tin g p la n

T h e s e c o n d s te p is b a s e d o n th e r e s e a r c h o f th e d e v e lo p m e n t o f d ig ita l m a rk e tin g

in V ie tn a m a n d a n a ly z e s th e c u r r e n t m a rk e tin g a c tiv itie s o f th e c a s e s tu d y - N ik e

In c V ie tn a m

F in a lly , th e th ird s te p is b u ild in g d ig ita l m a r k e tin g p la n a n d p ro v id in g s o m e

r e c o m m e n d a tio n s c o n c e m e d w ith th e p la n im p le m e n ta tio n fo r N ik e In c V ie tn a m

B y re v ie w in g th e th e o r y o f m ạ ịo r d ig ita l c h a n n e ls a n d b u ild in g d ig ita l m a rk e tin g

p la n a n d u n d e r s ta n d in g th e d e v e lo p m e n t te n d e n c y o f m a rk e tin g a c tiv itie s in

V ie tn a m , th e s tu d y b e n e íĩts N ik e In c V ie tn a m in b u ild in g a p p ro p ria te d ig ita l

m a r k e tin g s tra te g y T h is th e o r e tic a l a p p ro a c h c a n b e a p p lie d fo r a n y c o m p a n ie s

in m a r k e tin g a c tiv itie s

T h e re s u lt o f th is th e s is is to b u ild a p p r o p r ia te d ig ita l m a r k e tin g p la n f o r N ik e I n c

V ie tn a m T h e m e th o d o lo g y is e x p e c te d to b e e ữ e c t iv e ly a p p lie d in th e c a s e s tu d y

o f o th e r c o m p a n ie s vvhich w a n t to d o d ig ita l m a r k e tin g

9 The thesis structure

T h e th e s is is s ta r te d w ith th e in tr o d u c tio n p a r t, f o llo w in g b y th r e e c h a p te r s a n d th e

c o n c lu s io n p a rt

C h a p te r 1 p r o v id e s a íìin d a m e n ta l r e v ie w o f d ig ita l m a r k e tin g a n d b u ild in g d ig ita l

m a r k e tin g p la n th e o r y It ío c u s e s e s p e c ia lly o n th e tr a n s f o r m a tio n fro m tr a d itio n a l

m a r k e tin g to d ig ita l m a r k e tin g , d ig ita l m a r k e tin g c h a n n e ls a n d th e p ro c e s s o f

b u ild in g d ig ita l m a r k e tin g p la n

C h a p te r 2 d is c u s s e s th e p o te n tia l d e v e lo p m e n t o f d ig ita l m a r k e tin g in V ie tn a m ,

p re s e n ts N ik e In c V ie tn a m a n d a n a ly z e s its c u r r e n t m a r k e tin g a c íiv itie s

C h a p te r 3 a p p lie s th e íu n d a m e n ta l th e o r y to b u ild d ig ita l m a r k e tin g p la n fo r N ik e

In c V ie tn a m

10 Suggestỉon for íuture research

D ig ita l m a r k e tin g is a v e ry c o m p le x a n d w id e s tu d y w ith k n o w le d g e a n d

te c h n o lo g y c h a n g in g ra p id ly T h e r e íb r e , it w ill b e m o r e u s e íìil i f íu r th e r r e s e a r c h

c a n u p d a te th e la te s t te n d e n c y a n d k n o v v le d g e to m a k e it m o r e d e ta il a n d e a s ie r to

a p p ly

C H A P T E R 1 LITERATURE REVIEW

T h is c h a p te r p r o v id e s th e b a s ic u n d e rs ta n d in g o f đ ig ita l m a rk e tin g a n d g iv e s th e

g u id a n c e o f h o w to b u ild a d ig ita l m a r k e tin g p la n s u c c e s s íu lly

1.1 An overview of digital marketing

1.1.1 Deíĩnition o f Digital marketing

A c c o rd in g to K e n t W e r tim e ' a n d L a n d F e n w ic k 2 - “ D ig ita l M a rk e tin g is th e fu tu re

e v o lu tio n o f M a rk e tin g It h a p p e n s w h e n th e m ạ ịo rity , o r to ta lly , o f a c o m p a n y 's

m a rk e tin g u s e s d ig ita l c h a n n e ỉs D ig ita l c h a n n e ls a re a d đ re s s a b le , e n a b lin g

m a rk e te rs to h a v e a c o n tin u o u s , tw o -w a y , p e r s o n a liz e d d ia lo g u e w ith e a c h

c o n s u m e r T h is d ia lo g u e le v e ra g e s d a ta fro m e v e ry c u s to m e r in te ra c tio n to in fo rm

th e n e x t, m u c h lik e a n e u ra l netvvork A d d itio n a lly , m a rk e te rs u se re a l-tim e

b e h a v io ra l in f o r m a tio n a n d d ire c t c o n s u m e r fe e d b a c k c o n tin u o u s ly to im p ro v e a n d

M a rk e tin g , it e x te n d s b e y o n d th is b y in c lu đ in g o th e r c h a n n e ls w ith vvhich to re a c h

p e o p le th a t d o n o t r e q u ire th e u s e o f T h e In te rn e t A s a re s u lt o f th is n o n -re lia n c e

o n th e I n te rn e t, th e fie ld o f D ig ita l M a rk e tin g in c lu d e s a w h o le h o s t o f e le m e n ts

s u c h as m o b ile p h o n e s , S M S /M M S , d is p la y / b a n n e r a d s a n d d ig ita l o u td o o r ( w ik ip e d ia c o m )

1 K ent V V e rtim e is a veteran o f the intem atio nal ad vertisin g and C om m unications ind ustry and H e is the President o f O g ilv y O ne A s ia P a c iíic c u ư e n tly

2 Dr lan F e n w ic k - P ro fe sso r, S asin G radu ate Institute o f B u sin e ss A d m in istratio n and he is an

e xperienced m anagem ent educator and m arketin g consultant.

3 K e n t W e rtim e , lan F e n w ic k (2007), ■‘D ig im a rk e tin g - ih e e s se n tia l g u id e to N e w M ed ia & D ig ita l

M a rk e tin g " , pp 30.

1.1.2 The Transíbrmation from Traditional Marketing ỉnto Digital Marketing - How to exploỉt the advantages

M a rk e tin g to d a y is m o v e d in to D ig ita l m a r k e tin g , a s a w a y o f m a r k e tin g , e f f e c tiv e

c o s t is n o t to o h ig h b u t th e vvaves a n d c o m m u n ity n e tw o rk s a re alvv ay s c ro w d e d ,

c o n v e n ie n t a n d f a s t w h ic h is th e fo c a l p o in t o f th e n e w liv e h e lp fo r m a r k e tin g , hovv th is n e w w a y to a c h ie v e m o r e e ff e c tiv e a n d c r e a te g o o d im a g e s , q u ic k ly th a n

e x p e c te d

T h e r e ío r e , in o r d e r to a c h ie v e s u c c e s s e s , M a r k e te r s s h o u ld c a r e a b o u t th e n u m b e r

o f in te rre la te d s h if ts in p la n n in g , th in k in g a n d a p p ro a c h th a t a re r e q u ir e d to

tr a n s ío r m th e T r a đ itio n a l M a r k e tin g to D ig ita l M a r k e tin g ( F ig u r e 1.1)

1.1.2.1 From Viewer to Participants:

T o d a y , c o n s u m e r s a re m o r e lik e ly to b e p a r tic ip a tin g th a n w a tc h in g T h r o u g h th e

w e b , p o d c a s tin g a n d b lo g g in g , th e y a c tiv e ly e x p r e s s th e ir o p in io n N e w m e d ia

c h a n n e ls to d a y a llo w m o r e c o n s u m e r c o n tr o l a n d s o g a in g r e a te r r e le v a n c y to

c o n s u m e r In a d d itio n , th e d im e n s io n o f m o b ility m e a n s th e y c a n p a r tic ip a te fro m

v irtu a lly a n y v v h e re S o a n im p o r ta n t th in g s th a t M a r k e te r s h a v e to p a y a tte n tio n in

th e ir D ig ita l M a r k e tin g P la n is th a t “Consumers and customers musí be actively

engaged as participants - creaíors, contributors, and commentators - not treated

as passive viewer or targets"4

Figure 1.1 Digital Marketing - Key shiít summarized

From Traditional Marketing

Integrated M ark etin g

S om etim es D ata- enable

P ost-cam p aig n T racking

Source: Kent Wertime and lan Fenwick (2007)

1.1.2.2 From impressions to Involvement

G i v e n th e m o r e p a r tic ip a to r y r o le o f c o n s u m e r s , m a r k e te r s n e e d to s h if l th e ir fo c u s fro m im p re s s io n to c re a tin g o n g o in g e n g a g e m e n t S o th e w a y to m e a s u r e th e

e ff e c tiv e n e s s o f m a r k e tin g p la n h a s b e e n c h a n g e d , th e e f f e c tiv e n e s s o f n e w m e d ia

c h a n n e ls is n o t d ir e c tly c o r r e la te d w ith m e d ia s p e n d in g w h ic h u s e d to m e n tio n in

4 Kent VVertime, lan Fenwick (2007), "Digimarketing - the essenrial guide to New Media & Digital

Markcting", pp31

T ra d itio n a l M a r k e tin g O th e r m e a s u re s r e la tin g to p e rfo rm a n c e n e e d to b e a p p lie d

E f f e c tiv e n e s s is a ílin c tio n o f c o n s u m e r in te ra c tio n a n d in v o lv e m e n t, n o t s im p ly

th e e x te rn o f a v v a re n e ss th a t is g e n e r a tin g in te r m s o f p a rtic ip a n t e n g a g e m e n t S o ,

"Marketers must move beyond the tradỉtionaỉ metrics o f reach and /requency Successful Digital Marketing engages peopỉe on sustained basis This requires better planning and a clear propositiorì'5

1.1.2.3 From Broadcast to Addressable

T h e c h a n g e fro m b ro a d c a s t m e d ia to a d d re s s a b le c h a n n e ls is to s h ift fro m m a ss

a u d ie n c e to ío c u s in g o n in d iv id u a l c o n s u m e rs D ig ita l m e d ia is a d d re s s a b le , vvhich

m e a n s th a t e v e n i f th a t th e re a re m illio n s ( o r b illio n ) o f p e o p le w ith th a t s a m e ty p e

o f d e v ic e , y o u c a n s till c o n n e c t w ith e a c h o f th e m as in d iv id u a ls M o re o v e r, e a c h

u s e r w ill c o n n e c t w ith y o u a s an in d iv id u a l, d is p la y in g h is o r h e r p a rtic u la r u s a g e

h a b its a n d p re íe r e n c e s O n th e o th e r h a n d , A d d r e s s a b le m e d ia h a v e th e p o te n tia l

f o r tw o -w a y c o m m u n ic a tio n , fo r in te ra c tiv ity S o "Marketer need to determine

which mix of channels is right for íheir marketing needs Engaging digital Creative

should encourage participants to adapt your Digital Markeỉing around theỉr

1.1.2.4 From schedule-Driven and Location- Bound Content to Time- Shiĩted and Borderless

D if f e r e n t to T ra d itio n a l M a r k e tin g - lim ite d to s c h e d u le -D riv e n a n d lo c a tio n

c o n te n t, D ig ita l M a r k e tin g o w n s o m e c h a n g e s c h a r a c te r is tic s , lik e íre e d o m fro m

s c h e d u lin g , G e o g r a p h ic B o u n d a rie s , fo rm a ts a n d fre e d o m to S c a le

s Freedom from scheduling- W h e n p e o p le o w n s d ig ita l m e d ia , th a t allovvs

th e m to s e e th e c o n te n t w h e n e v e r th e y w a n t

s Freedom from Geographic Boundaries- D ig ita l c o n te n t to d a y is in s ta n tly

5 K e n t W ertim e, lan F e n w ic k (2 0 0 7 ), “D ig im a rk e tin g - th e e s sen tia l g u id e to N e w M ed ia & D ig ita l

M a r k e tin g " , pp32

6 Kent Wertime, lan Fenwick (2007), “Digimatketihg - the essenỉiơl g u id e to New Media & Digital

g lo b a l.

s Freedom to Scale- D ig ita l c o n te n t c a n b e s c a le d fro m g lo b a l to v e ry

s p e c ifíc a u d ie n c e s

s Freedom from/ormat- C o n te n t is in c r e a s in g ly fre e d fro m s p e c iĩic fo rm a ts

S o , Digital Marketers will need to make relevant, quality content their focus, in order to generate sustaỉned participant interesí.

1.1.2.5 From Marketer - Driven to Consumer- Initiated, Created and Controlled

A b ility fo r a n y o n e to c re a te c o n te n t is o n e o f th e m o s t im p o r ta n t c h a r a c te r is tic s o f

D ig ita l M a r k e tin g th a t h a v e n e v e r h a p p e n e d in T r a d itio n a l M a r k e tin g In D ig ita l

e ra , c o n s u m e r s a c t o n th e ir ovvn in itia tiv e to s e e k o u t o r p a r tic ip a te in d ig ita l

a c tiv itie s a ro u n d a b ra n d i f th e y r e a lly in te r e s te d in th a t b ra n d S o , Digital Markeíers require sírategies that entice, encourage, and enable consumer contributions, including creating materials that people can easily personalize.

1.1.2.7 From Traditional Media Planning to New Media Planning

T h e m e d ia p la n is a Central íix tu re o f m a r k e tin g th a t is n o t lik e ly to a p p e a r s o o n

T h e tre n d o f c o n s u m e r in itia tio n th r o u g h s e a r c h is g ro v v in g ; n e w m e d ia p la n s

7 K e n t W e rtim e, lan F e n w ic k (2 0 0 7 ), “D ig im a r k e tin g - th e e s s e m ia l g u id e to N e w M e d ia <& D ig ita l

M a rk e tin g ", pp43

1.1.2.9 From Integrated Marketing to Uniíied- Marketing

In te g ra te d M a r k e tin g C o m m u n ic a tio n ( IM C ) m e a n s a ll a s p e c ts o f m a rk e tin g

c o m m u n ic a tio n s u c h a s a d v e rtis in g , s a le s p ro m o tio n , p u b lic re la tio n s a n d d ire c t

m a r k e tin g w o r k to g e th e r as a u n iíìe d fo rc e , r a th e r th a n p e r m ittin g e a c h to w o rk in

is o la tio n T h a t m a k e s s e n s e to h a v e a ll th e e le m e n ts o f a m a rk e tin g c a m p a ig n w o rk

to g e th e r H o w e v e r it is o n ly o n e -w a y m a rk e tin g th in k in g w h e n c o m p a re d w ith

“ u n iíĩe d M a r k e tin g v T h e d iffe re n c e is th a t vvhile in te g ra tio n fo c u s e s o n th e

c o n s is te n c y o f th e a d v e r tis e r s ’ m e s s a g e , u n iíic a tio n s h ifts th e fo c u s to th e

c o n tin u ity o f th e c o n s u m e r s e x p e rie n c e W h a t th e c o n s u m e r c a re s a b o u t is

w h e th e r h is o r h e r p e rs o n a l in íb r m a tio n , p re f e r e n c e s , a n d n e e d s a re re c o g n iz e d

p a r tic u la r ly i f h e o r s h e is a lo y a l a n d lo n g - s ta n d in g c u s to m e r B u t so fa r, m a n y

c o m p a n ie s d o n o t fo c u s e n o u g h in le a m in g a b o u t in d iv id u a l c o n s u m e rs th ro u g h

th e ir in te ra c tio n w ith th e m , w h ic h c a n b e fu lly e x p lo ite d in D ig ita l M a rk e tin g

W h e n m a r k e tin g is u n iíìe d , c u s to m e r in ío r m a tio n is c o lle c te d c o n tin u o u s ly a n d

a g g re g a te d c u s to m e r k n o v v led g e is r e d is trib u te d im m e d ia te ly in ío r m in g a l th e

d ig ita l to u c h p o in t A d d re s s a b le c h a n n e ls e n a b le c u s to m e r p re f e r e n c e s to b e

a u to m a tic a lly p r e s e n t in e v e ry c o n s u m e r in te ra c tio n , th e re fo r in d iv id u a l-le v e l d a ta

c a n b e e a s ily c o lle c te d a n d c o n s e q u e n tly , Digital Marketers should be able to get much closer to each individual 's needs, serving more taỉlored offers and messages

to each individuaỉ.

ỉ 1.2.10 From Data Bind to Data- Drỉven

T h e s h ift fro m D a ta b lin d - u n c le a r d a ta - to D a ta d riv e n - in te g ra te d d a ta , is

u n a b le to ig n o re in đ o in g D ig ita l M a rk e tin g T h e k e y c h a lle n g e fo r c o m p a n ie s

m a k in g th e s h if t to d a ta -d riv e n m a rk e tin g is to id e n tiíy th e m o s t v a lu a b le

in f o r m a tio n a n d h o w th e y c a n g e t it M a rk e te rs m u s t s tru c tu re th e ir d ig ita l

m a r k e tin g m a te r ia ls in a w a y th a t g e n e ra te s a n d c a p tu re s th e m o s t v a lu a b le

in to r m a tio n a n d fin d w a y s to re w a rd c o n s u m e r s fo r s h a rin g th a t in íb rm a tio n

1.1.2.11 From Post Campaign Measurement to Real- Time Measurement

M a rk e te rs a lw a y s u se th e b e s t in íb r m a tio n a v a ila b le to th e m H o w e v e r , in tra d itio n a l m a r k e tin g , m o s t o f th a t in ío r m a tio n is h is to r ic a l F u tu r e m e d ia

v iev v e rsh ip is Ío r e c a s í fro m p re v io u s v ie v v e rs h ip ; P o s t C a m p a ig n s tu d ie s lo o k a t

th e im p a c t o f a c a m p a ig n o v e r th e p re v io u s p e r io d ; a n d c o m p e titiv e r e p o r ts

in c lu d e u p d a te s a b o u t w h a t c o m p e tito r s h a v e a lr e a d y d o n e S o m e h is to r ic a l d a ta vvill a lw a y s b e u se fu l to g iv e p e r s p e c tiv e H o v v e v e r, th e s p e e d o f m a r k e t

đ e v e lo p m e n ts a n d th e a b ility o f y o u r c o m p e titio n to m a k e q u ic k c h a n g e s m e a n

th a t it is c ritic a ỉ to re d u c e th e la te n c y in y o u r m a r k e tin g W h a t m o s t b u s in e s s e s

re a lly re q u ir e is c u r r e n t in f o r m a tio n in a fo rm a t th a t e n a b le s th e m to m a k e d e c is io n

a s c lo s e to r e a l- tim e a s p o s s ib le

1.1.2.12 From partial ROI to Optimỉzation

D ig ita l M a r k e tin g is th e ĩu tu r e b e c a u s e o f th e in e v ita b le c h a n g e s in m e d ia a n d

c o n s u m e r h a b its a n d is a ls o a m o re m e a s u r a b le a n d a c c o u n ta b le fo rm o f

m a rk e tin g D ig ita l m a r k e tin g th r o u g h a d d r e s s a b le c h a n n e ls is in d e e d m e a s u r a b le

B u t it’s n o t s im p ly th e m e a s u r e m e n t th a t m a tte r s In a d d itio n , th e b e n e íìt o f D ig ita l

M a r k e tin g is th e a b ility it o f f e r s m a r k e te r s to c o n s ta n tly o p tim iz e th e ir p r o g r a m s , íìm h e r re d u c in g th e p o te n tia l p r o b le m s a n d in e f f ic ie n c ie s in th e ir m a r k e tin g

T h e s e o p tim iz a tio n s c a n b e made in a num ber o f different a re a s , in c lu d in g Creative

w o rk , m e s s a g in g , a n d u s e o f s e a r c h e n g in e s , v v e b site s tr u c tu r e , c h a n n e l s e le c tio n

a n d th e c a m p a ig n p e r íb r m a n c e

1.2 Digital marketỉng Channels

T h is s e c tio n p ro v id e s a n o v e rv ie w o f th e m a in d ig ita l c h a n n e ls a v a ila b le to d a y

a p p lic a tio n s fe e l lik e a n d ru n a s s m o o th ly a s lo c a l a p p lic a tio n s a n d i t 's a ls o th e

m o s t p o p u la r w e b g e n e r a tio n u s e d in d ig ita l m a r k e tin g íĩe ld 9 S o th is s e c tio n

m a in ly m e n tio n a b o u t W e b 2 0

1.2.1.1 The web 2.0 defínition

The term "Web 2.0" is commonly associated with web applỉcations which facilitate interactive information sharỉng, interoperability, user-centered design and colỉaboration on the World Wide Web. E x a m p le s o f W e b 2 0 in c lu d e w e b -

b a s e d c o m m u n itie s , h o s te đ s e r v ic e s , w e b a p p lic a tio n s , s o c ia l- n e tw o r k in g s ite s ,

v id e o - s h a r in g s ite s , w ik is , a n d b lo g s A W e b 2 0 s ite a llo w s its u s e r s to in te r a c t

w ith o th e r u s e rs o r to c h a n g e v v e b site c o n te n t, in c o n tr a s t to n o n - in te r a c tiv e

w e b s ite s w h e r e u s e r s a re lim ite d to th e p a s s iv e v ie w in g o f in íò r m a tio n th a t is

p ro v id e d to t h e m 10

1.2.1.2 The applications o f web 2.0 for digital marketing

W e b 2 0 h a s th r e e m a in a s p e c ts w ith im p o r ta n t im p lic a tio n s f o r d ig ita l

M a r k e tin g 11

s Separation o f presentation and data -ỳ Customization in transferring data

8 u s centre fo r P o lic y A n a ly s is (1 9 9 8 ).

9 h ttp ://w w w vo u rd ictio n arv.co m /co m p u te r/w e b -2-0

10 hitp.7/en.w ik ÌD ed ia.o rg /w ik i/W eb 2 0

11 K e n t W e rtim e, la n F e n w ic k (2 0 0 7 ), " D ig im a r k e tin g - th e e s s e n tia l g u id e lo N e w M e d ia & D ig ita l

M a rk e tin g ” , p p 6 1,62,63

to customers: T h e b a s ic o f w e b is a n in c r e a s in g s e p a r a tio n o f p re s e n ta tio n

a n d d a ta o f fo rm a n d c o n te n t T h is a llo w s in f o r m a tio n to b e r e -u s e d , re -

p re s e n te d , s o th a t m e a n in g c a n b e c o n v e y e d in d if f e r e n t w a y s a t a lm o s t n o

a d d itio n a l c o s t S in c e , in w e b 2 0 m a r k e te r s a n d th e ir d e s ig n e r s c a n c o n tr o l

a lm o s t n o th in g , u s e r ’s c o n tro l w h a t a p p e a r in th e ir s c re e n A s w e b 2 0 s ite s

s p re a d , c u s to m iz a tio n is p re tty w e ll c o s tle s s to th e m a r k e t e r s a n d p r o v id e

in s tr u c tio n s , ic o n s s ig n iíĩe r s a n d c o n v e n tio n s a re c le a r, th e u s e r c a n g e t its

e x a c tly a s w h a t th e y vvant it

s Co-creation o f content -ỳ let customers fully joining to the website in order

to understand customer needs and build long - term brand loyalty: C o -

d o m in a te s in m o st - b u t n o t all - c o u n trie s a s an Online a u c tio n site: b u y e rs

vvant to g o v vhere th e re a re th e m o s t s e lle r s , s e lle r s w a n t to g o v vhere th e r e a re

1.2.2.1 Display ads

In th e e a rly d a y o f th e w e b , w a y b a c k in 1 9 9 6 , d is p la y a d s - m a in ly u s in g b a n n e r s

a n d b u tto n s - w e r e th e fo rm o f D ig ita l M a r k e tin g T h is is s till w h a t th e m o s t

p e o p le th in k o f a s O n lin e a d v e r tis in g a n d d is p la y a d s a re c e r ta in ly still im p o r ta n t

D is p la y a d s a re in c r e a s in g ly u s in g ric h m e d ia in c lu đ in g m o tio n , íla s h a n im a tio n ,

s tr e a m in g v id e o a n d a u d io , a n d in te r a c tiv e o p p o r tu n itie s - w ith m in i-f o r m s to fill

o u t to o b ta in m o r e r e le v a n t d e ta ils , a n d e v e n g a m e s B a n n e r s a n d b u tto n s a re n o w oíìten e x p a n d a b le I f a u s e r in te r a c ts w ith th e m b y c lic k in g o r e v e n m o u s e - o v e r ,

S e a rc h e n g in e m a r k e tin g c o v e r s tw o in te r r e la te d a c tiv itie s : s e a rc h e n g in e

o p tim iz a tio n o r S E O a n d p a id p la c e m e n t, s o m e tim e s c a lle d s e a r c h e n g in e

m a r k e tin g o r S E M

T y p ic a l s e a r c h e s g e n e r a te h u n d r e d s o f th o u s a n d s , i f n o t m illio n s , o f r e s u lts

U s e rs ra re ly g e t b e y o n d th e v e ry í ìr s t o f a ll th e s e s e a r c h e n g in e r e s u lts p a g e s ( S E R P s ) T h e r e íb r e , c o m p a n ie s n o w d e p lo y S E O s tr a te g y to try to e n s u r e th a t th e y

1.2.2.4 Sponsorships and negotiated space

T h is is th e in n o v a tiv e w a y th a t m a r k e te r s u s e to b u ild th e ir r e s p e c tiv e b u s in e s s

C u r r e n tly , th e re a re m a n y s ite s , g a m e s , a n d m o b ile d e s tin a tio n s h a v e S ta n d a rd

s p o n s o r s h ip p a c k a g e s , w h ic h m a r k e te r s c a n s p o n s o r fo r a d v e r tis in g F ro m th a t,

c o n s u m e r s c a n e a s ily c lic k th r o u g h fro m th e s p o n s o r m a te r ia l to th e c o m p a n y ^

a d v e r tis in g a n d th is is s p e c ia l th in g th e m a r k e te r s c a n 't d o in tr a d itio n a l

s p o n s o rs h ip s

1.2.3 Email and Viral Marketing

T h is s e c tio n c o v e r s th e m o s t íìin d a m e n ta l a n d lo n g - s ta n d in g D ig ita l m a r k e tin g

c h a n n e ls - E m a il m a r k e tin g a n d a ra p id ly g ro v v in g d ig ita ỉ m a r k e tin g c h a n n e l -

V ira l m a rk e tin g

1.2.3.1 Email Marketing

Email marketing is a form o f direct marketing which uses electronic maiỉ as a means o f communicating commerciaỉ or /undraising messages to an audience In its broadest sense, every e-mail sent to a potential or current customer could be consỉdered e-mail marketing13 E m a il is th e 2 1 st c e n tu r y e v o lu tio n o f tr a d itio n a l

d ire c t m a rk e tin g O v e r 9 0 % o f in te r n e t u s e rs a c c e s s e m a il w ith o v e r h a l f o f th e m

d o in g s o o n d a ily b a s is 14 S tu d ie s p e g th e R O I o n e m a il m a r k e tin g a t a n y th in g fro m 9 0 0 % - 5 ,7 0 0 % 15 N o w o n d e r s p e n d in g o n e m a il m a r k e tin g is p re d ic te d to ris e fro m $ 8 8 5 m illio n in 2 0 0 5 to $ 1.1 b illio n b y 2 0 1 0 E m a il h a s b e c o m e th e

12 N evvs.bbc.co u k/l/hi/en tertainm ent/618 7 5 5 4 stm

15 h ttp ://e n w ik ip e d ia o re /w ik i/E -m a il in a rk e tin g

14 www.pewimemet.org/trends/lntemet Activities 4.23.04.htinl

D ig ita l M a r k e te r 's m o s t u s e d to o l.

1.2.3.2 Viral Marketing

V ira l m a r k e tin g vvorks b y p e r s u a d in g c u s to m e r s th e m s e lv e s to p a s s a lo n g th e

m e s s a g e , o r p r o d u c t to o th e r w h o th e c u s to m e r fe e ls w o u ld b e m o s t a p p re c ia tiv e

S u c c e s s íu l v ir a l m a r k e tin g p ro v id e s s o m e th in g , u s u a lly fre e , th a t p e o p le w a n t to

s h a re , so s p r e a d in g th e m a r k e tin g T h e b e a u ty o f v ira l m a r k e tin g is th a t th e

c u s to m e r b o th p a s s e s o n th e m e s s a g e a n d id e n tiíìe s th e ta r g e t m a r k e t V ir a l

m a rk e tin g is re a lly th e d ig ita l v e r s io n o f w o r d - o f - m o u th , b u z z o r n e tw o rk

m a rk e tin g

1.2.4 Mobile Marketing

M o b ile m a r k e tin g o r m a r k e tin g v ia m o b ile c h a n n e ls a re th e b a s ic c h a n n e ls o f

d ig ita l m a rk e tin g T h is s e c tio n c o v e r s s o m e o f th e m o s t p o p u la r m o b ile m a r k e tin g

ty p e s w h ic h a re b e in g u se d in n o w a d a y s a n d n e a r ủ itu r e in V ie tn a m

1 2 4 1 M a r k e t i n g v ia S M S ( S h o r t M e s s a g in g S e r v ic e )

S M S is a ls o k n o w n as te x t m e s s a g in g , is o n e o f th e o ld e s t a n d m o s t b a s ic

fu n c tio n s o f m o b ile s S M S h a s b e c o m e th e m o s t p o p u la r b r a n c h o f th e M o b iỉe

M a rk e tin g in d u s tr y w ith s e v e r a l 1 0 0 m illio n a d v e r tis in g S M S s e n t o u t e v e r y

m o n th in E u r o p e a l o n e 16 A n d S M S m a r k e tin g a ls o h a s a lo t b e n e íĩts , s u c h a s h ig h

p e n e tr a tio n o f m o b ile o w n e r s h ip , R e a c h c o n s u m e r s a n y tim e , a n y v v h e re ( b r a n d

in h a n d ) , S e n d personalized, immediate m e s s a g e to y o u r ta r g e t d a t a b a s e ( s e g m e n t m e s s a g e s b a s e d o n a u d i e n c e ) , H ig h O p e n R a te f o r S M S M a r k e tin g ,

n o s p a m í ì l t e r , D e t a ile d R e a l - t i m e R e p o r t i n g ( S u c c e s s s e n t r a t e s o f c a m p a ig n

a lo n g w ith c o n s u m e r r e s p o n s e s ) 17

1.2.4.2 Marketing via MMS ( M u ltim e d ia M e s s a g in g S e r v ic e )

M M S m o b ile m a r k e tin g c a n c o n ta in a tim e d s lid e s h o w o f im a g e s , te x t, a u d io a n d

16 http:/'en w ik ip e d ia o rg /w ik i/M o b ile m arketin g

17 Ph.D Nguyen Thu Huong - Sales & Marketing Director Gapit Communication Joint Stock Company (2007), S M S M a rk e tin g M odel.

v id e o T h is m o b ile c o n te n t is d e liv e r e d v ia M M S N e a r ly a ll n e w p h o n e s

p ro d u c e d w ith a c o lo r s c r e e n a re c a p a b le o f s e n d in g a n d r e c e iv in g Standard M M S

m e s s a g e , w ith th e n o ta b le e x c e p tio n o f th e iP h o n e B r a n d s a re a b le to b o th s e n d (m o b ile te r m in a te d ) a n d r e c e iv e ( m o b ile o rig in a te d ) r ic h c o n te n t th r o u g h M M S

A 2 P ( a p p lic a tio n - to - p e r s o n ) m o b ile n e tv v o rk s to m o b ile s u b s c r ib e r s In s o m e

n e tw o rk s , b ra n d s a re a ls o a b le to s p o n s o r m e s s a g e s th a t a re s e n t P 2 P ( p e r s o n - to -

p e rs o n ) M M S m a r k e tin g is n o t a s p o p u la r a s S M S m a r k e tin g b e c a u s e it r e q u ir e s

h ig h e r m o b ile te c h n o lo g y 18

1.2.4.3 Marketing via Bluetooth

B lu e to o th m a r k e tin g is o n e o f th e m a n y a p p lic a tio n s b a s e d o n D ig ita l M a r k e tin g , a

r a p id ly e m e r g in g tre n d e x p e c te d to b e th e n o r m fo r th e m o d e m m a r k e tin g

in d u s try B lu e to o th , a s h o r t- r a n g e w ir e le s s s y s te m s u p p o r te d b y m a n y m o b ile

d e v ic e s , is o n e tr a n s m is s io n m e d iu in u s e d f o r p r o x im ity m a r k e tin g T h e p ro c e s s o f

B lu e to o th b a s e d p ro x im ity m a r k e tin g in v o lv e s s e ttin g u p B lu e to o th " b r o a d c a s tin g "

e q u ip m e n t a t a p a r tic u la r lo c a tio n a n d th e n s e n d in g in ío r m a tio n w h ic h c a n b e te x t,

im a g e s , a u d io o r v id e o , a n d J a v a /F la s h g a m e s to B lu e to o th e n a b le d d e v ic e s \v ith in

r a n g e o f th e b r o a d c a s t s e r v e r 19

1.2.4.4 Marketing via Mobile search

M o b ile s e a rc h p r o v id e s c o n s u m e r a n y tim e , a n y w h e r e a c c e s s to in íb r m a tio n v ia th e

m o b ile w e b M o b iỉe s e a r c h a p p lic a tio n s n e e d to h a v e s p e e d a n d e a s e -o f - u s e ,

íe a tu r e s im p le q u e ry e n try , q u ic k in te r f a c e n a v ig a tio n a n d p re c is e u s e o f lim ite d

m o b iie d e v ic e s c r e e n s p a c e A w a r e n e s s o f m o b ile lo c a l s e a r c h c o n tin u e s g ro w th vvith c o n s u m e r s , c re a tin g n e w o p p o r tu n itie s fo r b r a n d s a n d v e n d o rs to e x p lo it th e

p o w e r o f th e m o b iĩe c h a n n e l

1.2.4.5 In-game mobile marketing

T h e re a re e s s e n tia lly fo u r m a jo r tr e n d s in m o b ile g a m in g rig h t n o w : in te r a c tiv e

18 h ttp :;"e n w ik )D ed ia o rg /w ik i'M o b ile m a rk e tin g

19 http://w w w fbtD roino.com

17

TRUNG TÀM t h ò n g tin th ư viê n

re a l-tim e 3 D g a m e s , m a s s iv e m u lti- p la y e r g a m e s a n d s o c ia l n e tw o r k in g g a m e s

T h is m e a n s a tr e n d to w a r d s m o r e c o m p le x a n d m o re s o p h is tic a te d , r ic h e r g a m e

p la y O n th e o th e r s id e , th e r e a re th e s o - c a lle d c a s u a l g a m e s , i.e g a m e s th a t a r e

v e ry s im p le a n d v e r y e a s y to p la y M o s t m o b ile g a m e s to d a y a re s u c h c a s u a l

g a m e s a n d th is w iỉl p ro b a b ly s ta y s o fo r q u ite a vvhile to c o m e B r a n d s a re n o w

d e liv e rin g p ro m o tio n a l m e s s a g e s w ith in m o b ile g a m e s o r s p o n s o r in g e n tir e g a m e s

a c tu a lly b e c o m in g a c o n s u m p tio n a r e a in t h e ir ovvn r ig h t D ig ita l m a r k e te r s c a n

c h o o s e to e n c o u r a g e c o n s u m p tio n a c tiv itie s a n d s a le s w ith in g a m e its e lí F o r

d ig ita l a d v e r tis in g S u c h a s, d ig ita l s c r e e n in th e lift, ta x i- c a b S eat b a c k s , p e tr o l

s ta tio n m o n ito r, tr a c k - s id e a n d in - c a r r ia g e /in - íli g h t ( tr a in , su b v v ay s a n d p la n e s ) ,

r o a d s id e s c r e e n , A T M s ( A u to m a tic T e lle r M a c h in e ) s c r e e n s , v e n d in g m a c h in e s

1.2.6.2 In-store/Malls Signage

M a r k e te r s c a n u s e s o m e k in d o f in - s to r e /m a lls s ig n a g e to d is p la y d ig ita l

a d v e rtis in g S u c h a s d ig ita l s c r e e n in s to r e s , p a r tic u la r ly a t e n d a is le s ( u s u a lly th e

h ig h e s t tra ffic lo c a tio n s ) , s h e l f - s c r e e n ( m in i- s c r e e n s ta k in g th e p la c e o f tr a d itio n a l

“ s h e lf - ta k e r s ” - th e m e s s a g e th a t a re s o m e tim e s a tta c h e d to s h e lv e s ) , e le c tr o n ic

m e n u b o a rd s

1.3 Digital Marketing Planning Framework

T h is s e c tio n g iv e s g u id a n c e to b u s in e s s e s a b o u t h o w to c re a te a n e ff e c tiv e d ig ita l

m a r k e tin g p la n w h e n th in g s a re c h a n g e so r a p id ly a n d h o w to a c c e s s th e r e s u lt o f

th e im p le m e n te d p la n T h e d ig ita l m a r k e tin g p la n n in g f r a m e w o r k is b ro k e n in to

fo u r m a in p h a s e s a n d c o v e s 12 s te p s T h e s e s te p s r e la te d ire c tly b a c k to th e 12

D ig ita l M a r k e tin g T e n e ts ( T h e tr a n s íb r m a tio n í ío m T r a d itio n a l m a r k e tin g in to

D ig ita l m a r k e tin g - s e c tio n 1 1 2 ), th a t e x p lo its th e a d v a n ta g e s o f D ig ita l

Awareness and Iníluence

Data, Analytics, and Optỉmization

■ D ata P lan

A n a ly tics P lan

O p tim iza tio n

P lan

Source: Kent Wertime and lan Fenwick (2007)

1.3.1 Phase I - Deíìning a Participant Print and Goals

T h e firs t p h a s e o f p la n n in g s ta r ts w ith a fo c u s o n th e c o n s u m e r s o r c u s to m e r s w ith

w h o m y o u w ill in te ra c t th ro u g h D ig ita l M a r k e tin g T h is p h a s e a n s w e r th e k e y

q u e s tio n s ‘‘W h a t a re th e k e y in s ig h ts a b o u t th e p a r tic ip a n ts ( c u s to m e r s o r

c o n s u m e r s ) ? ” a n d '*W hat a re th e m a in g o a ls o f th e D ig ita l M a r k e tin g P la n ? ”

1.3.1.1 Deíìning a Participant Print

G o o d m a r k e tin g a lw a y s b e g in s w ith th e c o n s u m e r o r c u s to m e r , a n d t h a t 's w h e r e

D ig ita l M a r k e tin g p la n n in g b e g in s to o , t h a t’s c a lle d a P a r tic ip a n t P r in t20 D e f ín in g

a p a r tic ip a n t p rin t g iv e s th e d ig ita l m a r k e te r a g o o d c o n íe x tu a l b a c k g r o u n d th a t

w ill e n a b le th e m a r k e te r to a n tic ip a te s o m e o f y o u r p a r tic ip a n ts ’ n e e d s a n d d e s ir e s

T h e p a r tic ip a n t p rin t c a n b e d e íìn e d th r o u g h th e k e y e le m e n ts o f a P a r tic ip a n t P r in t lis te d b e lo w

a Defining General Pro/ìle: G e n e r a l p r o íile in c lu d e s b a s ic in íb r m a tio n a b o u t th e

b Defming the Digital Profile

s Digital usage habits: D e f in in g th e d ig ita l u s a g e h a b its m e a n d e ĩin in g w h a t

d ig ita l c h a n n e ls d o y o u r c u s to m e r s c u r r e n tly u s e a n d in w h a t p r o p o r tio n ?

W h a t s ite s d o th e y s u rf? W h a t k in d o f d ig ita l d e v ic e s d o th e y o w n ? W h ic h

d o th e y u s e m o s t o f te n ? A r e th e r e a n y d ig ita l tr e n d s a m o n g th e p a r tic ip a n t

g ro u p s ? T h is in ío r m a tio n is v a lu a b le w h e n m a r k e te r m a k e c h a n n e l a n d

c o n te n t d e c is io n s

s Content consumption preferences: T w o th in g s a r e im p o r ta n t w h e n d e f in in g

c o n te n t c o n s u m p tio n p re f e r e n c e s F ir s t, vvhat a re y o u r p a r tic ip a n ts ’ fa v o re d

J0Which is modeled upon Customer Print, customer Print is a trademark protected term registered by

O g ilv y & M ather

s o u rc e s o f in íb r m a tio n ? W h a t in ílu e n c e th e m ? T h is in f o r m a tio n c a n h e lp

th e d ig ita l m a r k e te r c o n s id e r th e p o te n tia l p a r tn e r fo r th e a íĩĩlia te m a r k e tin g

a n d s e le c t d ig ita l m e d ia S e c o n d , w h a t a r e y o u r p a r tic ip a n t’s a ttitu d e s to

y o u r c o m p e tito r s , c o n te n t? T h is in íb r m a tio n h e lp th e d ig ita l m a r k e te r le a m

T o g a in rig h t f r o m s ta rt, th e d ig ita l m a r k e te r n e e d s to e s ta b lis h c le a r g o a ls f o r th e

D ig ita l m a r k e tin g p la n b a s e d th e ir o v e ra ll b u s in e s s g o a ls T h e f o llo w in g a re

n u m b e r o f b ro a d a re a s th a t th e d ig ita l m a r k e te r m ig h t c o n s id e r vvhen s e ttin g g o a ls

1.3.2 Phase II - Creating the Digital Platĩorm

A D ig ita l P la tf o r m is th e to ta lity o f th e d ig ita l a s s e ts ( a n d r e la te d c o n te n t) th r o u g h vvhich th e b u s in e s s /d ig ita l m a r k e te r a n d p a r tic ip a n ts vvill h a v e g o in g e n g a g e m e n t

C r e a tin g th e d ie ita l p la tío r m an sv v er to b u s in e s s th e q u e s tio n “ w h a t w ill b u s in e s s

b u ild a n d h o w vvill p a r tic ip a n ts in te r a c t w ith a n d c o n tr ib u te to it? ” T h e r e a re a

n u m b e r o f k e y d e c is io n s th e d ig ita l m a r k e te r w ill n e e d to m a k e a b o u t th e d ig ita l

p la tío r m , s u c h a s its p ro p o s itio n ( w h ic h d e f in e s th e k e y c o n s u m e r b e n e íìt s o f th e

platíbrm ), the channel m ix you w ill use in y o u r p latform , the Creative co n cep t that

w ill m a k e it a p p e a lin g a n d th e c o n te n t th a t p a r tic ip a n ts w ill b o th fin d a t a n d

c o n tr ib u tc to th e p la tíb r m

1.3.2.1 Digital Platíbrm Proposition

P e o p le to d a y h a v e a v a s t a rra y o f d ig ita l o p tio n s T h e r e ío r e , th e D ig ita l m a r k e te r

w ill n e e d a D ig ita l p la tío r m p r o p o s itio n to a r tic u la te w h y p e o p le s h o u ld e n g a g e vvith y o u v ia y o u r p la tíò r m T h e p r o p o s itio n d e f m e s th e c o n s u m e r b e n e íĩt o f

e n g a g e m e n t It m a k e s c le a r w h a t p a r tic ip a n ts w ill s e e o r e x p e r ie n c e o r b e a b le to

d o w h e n th e y in te r a c t vvith y o u r p ỉa tíb r m In o r d e r to d e v e lo p s u c c e s s f u lly th e

d ig ita l p la tf o r m p ro p o s itio n , th e d ig ita l m a r k e te r s h o u id th in k th r o u g h s o m e o f th e

k e y e le m e n ts lis te d belovv

a Competitive dĩfferentiation: T h e r e ’s a lo t o f c o m p e titio n o u t th e r e to d a y

A n y th in g th e m a r k e te r c re a te s w ill h a v e m u ltip le c o m p e tito r s S o i t ’s im p o r ta n t

to b e c le a r a b o u t hovv y o u r d ig ita l m a r k e tin g p la tf o r m is d is tin c tiv e a n d w h y

c u s to m e r w ill c a re

b Contextual Relevance: I f th e m a r k e te r w a n ts to e n g a g e c o n s u m e r o n a n

o n g o in g b a s is , is to íb c u s o n h o w p e o p le a re u s in g y o u r p ro d u c ts a n d s e r v ic e s

in th e ir liv e s F o r e x a m p le , a tir e m a n u ía c tu r e m ig h t íb c u s o n p ro v id in g g o o d

d r iv in g a d v ic e o r tip s o n c a r tra v e l r a th e r th a n a n a r r o w íò c u s o n tire s

a The steps should be reviewed in channel mỉx plan development

s Channel insights: th is s te p is to r e v ie w t h e c u s to m e r s ’ đ ig ita l h a b its T h e

c u r r e n t d ig ita l h a b its g iv e th e c u s to m e r in s ig h ts a n d h e lp th e m a r k e te r s ta r t

to id e n tify c h a n n e l p rio ritie s

s Channel Data: A f te r d e f m in g th e c h a n n e l in s ig h ts , th e m a r k e te r s h o u ld

p ro v e th e in s ig h ts w ith s p e c iíìc m e d ia d a ta to fin d th e m o s t e x a c t d e c is io n

S Participant Journey: A p a r tic ip a n t j o u m e y is a m a p p in e o f th e m o s t

s Strong Creative ideas: G r e a t id e a s a n d in te r e s tin g id e a s a re k e y s to g a in in g

p e o p l e 's a tte n tio n a n d g a in in g th e ir in te re s t

s Reflective o f the brand: D ig ita l c o m m u n ic a tio n is b r a n d c o m m u n ic a tio n , s o

th e b ra n d m u s t b e r e íle c te d in Creative c o n c e p t

s Intuitive in use: In Creative Interactive d ig ita l a s s e ts - w e b s ite , m o b ile s ite s ,

a n d g a m e s - y o u a re c r e a tin g th in g s th a t p e o p le w ill in te ra c t w ith r a th e r

th a n s im p ly w a tc h w ith T h e la y o u t a n d d e s ig n o f th e s e a s s e ts n e e d to

e n s u r e th e y a re in tu itiv e in u se

S Functionality: F u n c tio n a lity r e la te s to d o v v n lo a d tim e s a n d in te llig e n t u s e o f

tech n o lo g y to enhance th e Creative id e a

a Content outlìne (companv - provided): W h e n th e m a r k e te r c re a te s th e c o n te n t

d e s c r ip tio n ) B u t th e r e a re s o m e ty p e s o f c o n te n t th a t m ig h t b e b o th s ta tic

a n d d y n a m ic T h e m a r k e te r n e e d id e n tiíy th e ír e q u e n c y w ith vvhich c o n te n t

w ill n e e d to b e u p d a te d

s Sources o f content: T h e r e a re n u m e r o u s p o te n tia l s o u r c e s o f c o n te n t

in c lu d in g : g o v e m m e n t o rg a n iz a tio n s , a c a d e m ic in s titu tio n s , p riv a te

ío u n d a tio n s , le a d in g e x p e r ts in th e fie ld a n d n o n c o m p e tin g c o m p a n ie s T h e

B ra n d lo y a lis ts a re o fte n w illin g to g o to g r e a t le n g th s to s h a re th e ir v ie w s

s Linkage lo platform proposition: T h e m a r k e te r s s h o u ld a s k th e m s e lv e s

a b o u t th e ir in te n d e d p la n s : “ i f p e o p le p a r tic ip a te , w ill it r e in f o r c e th e ir

p ro p o s itio n ? ” th is q u e s tio n is to m a k e s u re th e m a r k e te r s e ith e r g e t p e o p le

p a rtic ip a te in w ith m e a n in g f u l lin k to th e ir g o a ls o r n o t S o , th e m a r k e te r s

should link back their plan to their platíorm p r o p o s i t i o n s to make

a p p r o p r i a t e a d ju s tm e n ts ( F ig u r e 1.3 )

Figure 1.3 Links to Platíorm Proposition

S h ou ld defm e the right chann els to

d eliv er the Proposition

S h ou ld set the rig h t tone, look, and feel to b rin g y o u r P ro p o sitio n to life

fo r P articip an ts

Sh ou ld ensure th e con ten t y ou create

o r p ro v isio n for adds the right

su b stan ce to v alid ate y o u r P latíbrm

S hould involve co n su m ers as creators

an d p articip an ts around th e subject

m atter y ou d eíìn e in your

P ro p o sitio n

Source: Kent Wertime & lan Fenwich (2007)

1.3.3 Phase III - Generating Avvareness and Iníluence

T h is s ta g e in c lu d e s e le c tin g y o u r d ig ita l m e d ia a n d s p o n s o rs h ip o p tio n s ,

d e v e lo p in g a s e a r c h m a r k e tin g s tra te g y , a n d in te g ra tin g o fflin e m a rk e tin g

a c tiv itie s w ith th e p la n n e d d ig ita l m a r k e tin g a c tiv itie s B y th e e n d o f th e p la n n in g

p ro c e s s , th e d ig ita l m a r k e te r c a n a n s w e r th e q u e s tio n , “ H o w w ill p e o p le k n o w

a b o u t w h a t th e c o m p a n y h a s c re a te d ? ”

1.3.3.1 Messaging and Viral Plan

T h e g o a l o f th e M e s s a g in g a n d v ira l p la n is to h a v e th e e le m e n ts o f th e p ro g ra m

in te g ra te to c re a te v a lu e C hain in th e r e la tio n s h ip w ith y o u r p a rtic ip a n ts T h is

h a p p e n w h e n in te r e s tin g c o n te n t is h ig h lig h te d in ( o r a tta c h e d to ) m e s s a g e s to th e

pany-T h e re íb re , th e c o m p a n y c a n e x p a n d th e ir d a ta b a s e o f p o te n tia l b u y e rs a n d s ta rt to

re a p th e m u ltip lic a tiv e e íĩe c t o f v ira l m a r k e tin g ( íìg u r e 1.4)

Figure 1.4 Viral content- Push - Pull - Share value Chain

Source: Ken Wertime and lan Fenwick (2007)

S o n ic ía c to rs lis te d b e lo w a re th e g u id in g p r in c ip le s vvhich th e m a r k e te r s h o u ld

c a re a b o u t in o r d e r to d e v e lo p s u c c e s s ĩu lly m e s s a g in g a n d v ira l p la n

21 Opted - in is a tenn p o p u ỉar in Nevvs groups and E - m a i l Y o u can O pt-in to rece ive E - m a ils on a certain

subịect.

a n d m o n ito r th e ir u s a g e p a tte m s T h e m a r k e te r s h o u lđ a llo w p a r tic ip a n ts to

s e le c t m e s s a g in g íre q u e n c y r ig h t fro m th e s ta r t T h e p a r tic ip a n ts c a n c h o o s e

a d a ily m e s s a g e o r m o n th ly s u m m a r y , e tc P lu s , th e m a r k e te r c a n g iv e

p a rtic ip a n ts th e to o ls to in d ic a te o r a d ju s t th e ír e q u e n c y o f th e m e s s a g in g

T h e m a r k e te r a ls o s h o u ld b e tr a c k in g p a r tic ip a n t’s r e a c tio n s to y o u r

m e s s a g e s o n a re g u la r b a s is

S Digital channel preferences: C o n s u m e r s u s e m u ltip ỉe d e v ic e s in th e ir liv e s

S o it’s w o r th íìn d in g w h ic h c h a n n e l a p a r tic ip a n t p re f e r s A s w ith m o s t

th in g s in d ig ita l, th e b e s t w a y to d e te r m in e th is is to le t p a r tic ip a n ts c h o o s e

b Viral plan: V ira l p la n is o u t o f m a r k e t e r s d ir e c t c o n tr o l P a r tic ip a n ts a re th e

o n e s w h o d e te r m in e w h a t th e y vvant to p a s s o n , a n d to w h o m B u t w h ile it’s

h a rd to p re d ic t, a n d im p o s s ib le to g u a ra n te e , w h ic h c o n te n t w ill u ltim a te ly b e

p a s s e d m o s t fo rm o n e c o n s u m e r to th e n e x t, th e m a r k e te r s h o u ld fo llo w s o m e

b e s t p ra c tic e s th a t c a n im p r o v e c h a n c e s f o r s u c c e s s T h e b a s ic p r in c ip le s a re

m e n tio n e d in th e ite m 1 2 3 2 a b o v e

1.3.3.2 Digital Avvareness Plan

D ig ita l m a r k e tin g h a s c o m e a lo n g w a y M a r k e te r s h a v e m o r e d ig ita l m e d ia

o p tio n s th a n e v e r b e íb r e , a n d a lo t o f a w a r e n e s s b u ild in g h a p p e n s v ia d ig ita l

m e d ia A w a r e n e s s b u ild in g m a y in c lu d e s p o n s o r s h ip , a d v e r to r ia ls a n d p ro d u c t

p la c e m e n t in n e g o tia te d s p a c e o r th e s p a c e c r e a te d b y m a r k e te r s M a r k e te r s h o u ld

d is tin g u is h th e c h a n n e l m ix p la n vvith a w a r e n e s s p la n T h e c h a n n e l m ix p la n

id e n tiíìe s w h ic h c h a n n e ls m a r k e te r s w ill u s e to e n g a g e a n d in te r a c t vvith th e

p a r tic ip a n ts T h e d ig ita l a v v a re n e ss p la n vvill id e n tif y th e c h a n n e ls m a r k e te r s u s e to

1.3.3.3 Digital Iníluence Pian

C r e a tin g a v v a re n e ss is n o t e n o u g h ; m a r k e te r s h a v e to in ílu e n c e th e p a r tic ip a n ts

A n d d ig ita l in ílu e n c e p la n is p a r tic u la r ly im p o r ta n t w h e n y o u w a n t to e n g a g e

p a r tic ip a n ts T h e r e ío r e , c re a te a g o o d in ílu e n c e p la n is v e r y im p o r ta n t to d ig ita l

m a r k e te r W h e n b u ild in g a n in ílu e n c e p la n , m a r k e te r s s h o u ld c a re a b o u t s o m e

e s s e n tia l o f d ig ita l in ílu e n c e a n d c ritic a l c o m p o n e n ts o f d ig ita l in ílu e n c e p la n s

a Three essentials o f digiíal irựìuence:

s Speed: s o c ia l m e d ia m o v e fa s te r th a n y o u r c o m p a n y d o e s , o r p o s s ib ly c a n

N e w s to d a y z ip s a ro u n d th e vvorld, s p r e a d in g th r o u g h c o u n tle s s s o c ia l

n etv v o rk s a t lig h t s p e e d T h e r e íb r e , i t ’s im p o s s ib le to m a n a g e th e d ig ita l

d is c u s s io n i f m a r k e te r c a r v t c o n tro l th e m e s s a g e in th is e n v ir o n m e n t T h e

m a rk e te rs m u s t b e s p e e d y i f y o u h o p e to in ílu e n c e o p in io n s a s it fo rm s.

s Conversational tone: th e to n e o f d ire c t - to - c o n s u m e r c o m m u n ic a tio n is

v e ry im p o rta n t; it’s n o t j u s t what m a rk e te rs s a y , it’s hoxv m a rk e te rs say it

T h e re fo re , it’s c ritic a l th a t m a rk e te rs m a in ta in a n o p e n a n d in fo rm a l to n e

R e m e m b e r a ls o th at is a tw o w a y c o n v e rs a tio n S o , m a r k e te r re s p o n s e to

p a rtic ip a n ts n e e d s to m a in ta in th e s a m e to n e a s th e ir o u tb o u n d m e s s a g e

A íìter a ll, in A u e n c e is c re a te d b y c o n v e rs a tio n , n o t d o m in a tio n

S Transparency: O rg a n iz a tio n s g e n e ra lly d o n 't iik e c ritic is m H o w e v e r,

c o n s u m e rs e q u a lly d o r r t lik e c o m p a n ie s th a t w o n 't a d m it m is ta k e s o r liste n

to c ritic is m S o , a lo n g w ith c re a tin g c o n v e rs a tio n a l to n e , th e c o m p a n y m u s t

b e p re p a re d to b e tra n s p a re n t a n d h o n e s t in y o u r Communications.

b Crỉtical components o f digital influence plans

s ỉdentification o f key in/Iuence channels and actions: T h e m a rk e te rs s h o u ld

re fe r b a c k to th e ir p a r tic ip a n t p rin t to id e n tiíy th e c h a n n e ls th a t a re m o s t

im p o rta n t to th e ir p a rtic ip a n ts , fo r e x a m p le , m a rk e te rs d e íin e vvhich b lo g s ,

\v e b s ite s, c h a t ro o m s , a n d o th e r d ig ita l d e s tin a tio n s a re im p o rta n t to th e ir

p a rtic ip a n t in o rd e r to c h o o s e th e m o s t e ff e c tiv e c h a n n e ls

s Company communication policy: T h e m a r k e te r s n e e d to d e c id e w h o w ill

p ro v id e th e v o ic e /f a c e o f th e ir c o m p a n y

s Brand /ans: I n ílu e n c e d o e s n ’t a lw a y s c o m e d ire c tly fro m th e c o m p a n y

T h e re a re tim e s w h e n a b ra n d fa n c a n b e a b e tte r in ílu e n c in g a d v o c a te O f

p ie c e o f e v id e n c e - a s ta te m e n t, a n a c tio n , o r a p h o to g r a p h o r a v id e o - th a t

is th e k e y to s w a y in g p e o p le ’s vievvs T h e r e íb r e , i t ’s im p o r ta n t to d e te r m in e

w h a t m a te ria l w ill b e c ritic a l to y o u r r e p u ta tio n m a n a g e m e n t e ff o r ts T h e

m a r k e te r s ' in ílu e n c e m a te r ia ls c a n b e s h a r e d in ric h ĩo r m a ts , in te r s p e r s in g

v id e o , a u d io , te x t, a n d lin k to in - d e p th m a te r ia l T h e m a r k e te r s a ls o c a n a d d

g ra p h s , c h a r ts a n d s o o n

I.3.3.4 Channel ưniíĩcation Plan

F a c e w ith s o m a n y d ig ita l a n d n o n - d ig ita l c h a n n e ls , m a r k e te r s m u s t n o t o n ly

c h o o s e c h a n n e ls c a r e írilly ; th e y m u s t a ls o in te r c o n n e c t th e c h a n n e ls th e y c h o o s e

In o rd e r to d e v e lo p a c h a n n e l u n iíĩc a tio n p la n , m a r k e te r s s h o u ld f o llo w th r e e k e y ste p s b e lo w

a Step 1: Physỉcal - Digital channels integration

M a r k e tin g h a s m o s t im p a c t w h e n d ig ita l a n d tr a d itio n a l c h a n n e ls w o r k to g e th e r

F o r a sta rt, p h y s ic a l to u c h - p o in ts s h o u ld lin k d ir e c tly vvith d ig ita l a c tiv itie s W h e n

p h y s ic a l to u c h - p o in ts ( s u c h a s c a ll c e n te r , a d v e r tis in g , p a c k a g in g , p r o m o tio n , e tc )

d ire c t c u s to m e rs to d ig ita l c h a n n e ls , m a r k e te r s c lo s e th e lo o p o f c o n s u m e r

in f o n n a tio n T h e d ig ita l c h a n n e l c a n g a th e r s p e c i íic c u s to m e r d a ta - a n d o ff e r

in te ra c tiv ity - w h ic h tr a d itio n a l c h a n n e ls c a n ?t F o r e x a m p le , th e c a ll c e n te r c a n

e n c o u ra g e c a lle rs to v is it th e ir w e b s ite f o r m o r e in íb r m a tio n a b o u t th e to p ic th e y

s F o r e a c h to u c h - p o in ts ,, id e n tiíy h o w th e a c tiv ity in th a t c h a n n e l c o u ld b e

a m p liíĩe d , e x te n d e d , o r im p r o v e d b y c o n n e c tio n w ith y o u r d ig ita l p la tf o r m

s D e c id e w h a t d riv e -to -w e b e le m e n ts y o u w ill u s e to c o n n e c t e a c h p h y s ic a l

to u c h - p o in t to y o u r d ig ita l p la tíb r m (F ig u re 1 5 )

Digital Platĩorm

Source: Ken Wertime and lan Fenwick (2007)

b Step 2: Content integration

M a rk e te rs a re a ls o e x p e rim e n tin g vvith n e w w a y s to in te g ra te c o n te n t a c ro s s tra d itio n a l a n d d ig ita l c h a n n e ls o r e v e n s ta rs p ro m o te d b y tra đ itio n a l m e d ia c a n

h e ig h te n in te re s t in v v atch in g , p a rtic ip a tin g , a n d th e n in te ra c tin g v ia d ig ita l

c h a n n e ls T h e in te g r a tio n o f d ig ita l c h a n n e ls a n d tra d itio n a l m e d ia , w ith a m e d ia

Figure 1.6 Channels ÌDtegration around key m arketing property

• A tten tio n

• B rand C o n siste n c v

• In tera ctio n • M ass E x p o su re

• D ata C ap tu re • In tern et & D riv e to

W eb

Source: Ken vvertime and lan tenwick (2007)

c Step 3: From integraíion to uniỹication

T o a c o n s u m e r, m a r k e tin g oíìten fe e ls lik e a s e r ie s o f d is c r e te a c tiv itie s C u s to m e r

in fo rm a tio n fo n n o n e to u c h - p o in t is o f te n n o t u s e d in a n o th e r S o , d e s p ite h a v in g a

lo n g h is to ry a n d e s ta b lis h e d p e r s o n a l p r e íe r e n c e s w ith a c o m p a n y , a c o n s u m e r

m ig h t b e tre a te d lik e a n e w c u s to m e r w h e n h e o r s h e p a r tic ip a te in a p ro m o tio n o r

in te ra c ts w ith th e c o m p a n y Online T h e r e ío r e , m a r k e te r s s h o u ld c re a te a

u n iiìc a tio n p la n to e n c o u r a g e p a r tic ip a n ts in te r a c ts w ith th e c o m p a n y th r o u g h a ll

c h a n n e ls

T h e m a rk e te rs c a n s ta r t m o v in g to w a r d s u n if íe d m a r k e tin g b y e n s u r in g th a t y o u r

d ig ita l c h a n n e ls a r e fu lly in te r c o n n e c te d w ith e a c h c u s to m e r ’s in d iv id u a l d a ta

T h a t m e a n s id e n tiíy in g d ig ita l u n if íe r s - th e e le m e n ts th a t a c t a s th e g lu e b etv v een

th e d ig ita l c h a n n e ls In u n if ic a tio n p la n , in f o r m a tio n o n in d iv id u a l c o n s u m e r is

h e ld a t th e c e n te r a n d u s e d to in íò r m e v e r y c h a n n e l T h e r e f o r e , m a r k e te r s s h o u ld

a ls o c a re a b o u t te c h n o lo g y is s u e s , to e n s u r e t h a t r e a l- tim e c u s to m e r d a ta is