Analyze the current Digital Marketing activities of the business 2.. Describe the steps and content of the Digital Marketing plan 3.. Analyze the current Digital Marketing activities 3..
Trang 1CHAP 2: DIGITAL MARKETING
PLANNING
MBA HUỲNH HẠNH PHÚC
CHAPTER 2 OBJECTIVES
1 Analyze the current Digital Marketing activities of the business
2 Describe the steps and content of the Digital Marketing plan
3 Identify target audience
4 Position business’s brand
5 Identify the promotion message
6 Develop an action plan
7 Determine the promotion budget
8 Evaluate and measure the plan
Chapter 2 content
1 Steps to build and plan your Digital Marketing plan
2 Analyze the current Digital Marketing activities
3 Identify target audience
4 Brand positioning
5 Propose the digital plan
6 Implementation, controlling and measurement
Digital marketing campaign planning process Analyze business
situations Define target audience positioning strategyDifferentiation and
Define campaign objectives Propose media message
Define strategic digital marketing communication channels
Execution planning Digital marketing budget Control, evaluation and modifying
Trang 21 Analyze business situation
General info about company/brand/products
Market situations:
Consumer behavior
Competitors
Suppliers
Analyze company’s current digital marketing campaigns,
compare to competitors’ programs
(Website, blog, microsite, SEO, PPC, Display ads, Email
Marketing, Mobile Marketing, Social Media, Content Marketing)
SWOT analysis
Lif Kun’s digital marketing activities
Lif Kun’s digital marketing activities Lif Kun’s digital marketing activities
Trang 3Analyze the strengths and weaknesses of competitors
Strengths weaknesses Evaluation
VINAMILK
TH
TRUEMILK
DUTCH LADY
SWOT analysis
Strengths 1.
2.
3
Weaknesses 1.
2.
3
Opportunities 1.
2.
3
SO 1
Threats 1.
2.
3
ST 1
2 Define the target audience
Gender Age Income
Living area Job Education level
Interest Behavior
Who is the audience the campaign aims to?
Initiator
Influencer
Decider Buyers
User
Trang 42 Define the target audience
Initiator
Influencer
Decider Buyers
User
LIF’s Target Customer Analysis
1 Target customer:
a) Age:
- 6 months to 15 years: yogurt full cream without odor, preservatives
- 15 - 40 years old: suitable for all kinds of yogurt, choosing oneself like, tend to choose more nutritious products, in addition, be psychological fat fear, eat beautiful skin (with women)
- 40 years of age: fastidious in the use of food b) Gender:
- Male: use yogurt as a snack, rarely buy actively
- Female: Frequent use in a variety of ways
LIF’s Target Customer Analysis
2 Target market strategy:
- Target customer: women, 15-40 years old
(Women makes up 50% population, 19 million women is from 15-40
years old) potential segmentation, average increasing rate up to 1%
every year
- Women are the decision makers to buy
- They usually choose products that are convenient and suitable for
family members
- Have a habit of shopping in advance, often learn and compare the
quality of the same product that they intend to buy, to select the best
product
- Be impacted by people's opinions, media
3 Differentiation and positioning strategy
3 Differentiation and positioning strategy
- LIF's new products are targeted at female customers aged 15-40.
- These families are mostly family-minded and caring for their families with less attention to themselves.
Trang 53 Differentiation and positioning strategy
3 Differentiation and positioning strategy
-New products of LIF have a completely new flavor, have not
been sold in Vietnam, different from all yogurts in Vietnam
-Smooth like ice cream, giving customers a new experience
when using
- Fixed loose liquid or water splash
- The product contains natural ingredients
- Sophisticated design
3 Differentiation and positioning strategy
4 Propose campaign’s objectives
Increase the volume of social interaction by 40% in 2018
Increase the natural traffic on the fanpage to 20% in 2018
Increase the search frequency of the keyword Lif Kun 35% in
2018
Increase the number of Lif Kun posts by 18% in 2018
Reduce the rate of interaction and spread the negative news
about the brand 20% in 2018
Increase the number of Internet emotions to 0.85 in 2018
5 Building the media message
• Decide the content of the message related to choosing topics, ideas
• Types of topics
Physically
Affection
Ethics
• Factors to Consider When Choosing an Advertising Message:
1 Compose the message
2 Evaluate and choose media message
3 Propose media message
4 Reconsider the social responsibility of the message
Trang 65 Building the media message
The message of Lif: "Love'in Farm,
need to love themselves more by
taking care of themselves with the
best products.
6 Define digital marketing communication channels
Percentage of sales method
Objective-task method
Competitor-based method
Competence-based method
Trang 79 Measurement, Evaluation and Modify
• Đo lường kết quả và tính toán hiệu quả
• Điều chỉnh/Tối ưu
• Measurement objectives => Effective investment in Digital Marketing
• Measurements (KPIs) ~ Indicators to be monitored
• Performance measurement and calculation
• Adjust / Optimize