Research background
After 15 years of penetrating and developing, internet has become a common factor in Vietnam The stable technology infrastructure and system has enlarged the number of internet user Also, various kinds of value added services are provided such as news content, music, game and other services, etc The rapid development of internet community creates big opportunity for many enterprises to access their target customers Many marketers take its advantages as non-boundary and interactive factors to obtain their goals Online marketing has become an important part of the marketing strategy
In developed countries, online marketing activities are studied deeply and implemented professionally But in developing countries in Asian like Vietnam, we do not have official online marketing training program Most of people who have good knowledge of internet marketing are trained aboard or study themselves thought internet information or their experiences So far, internet appears in Vietnam about 15 years; online marketing tools appear about 10 years and begin its development about 5 years Online marketing in Vietnam is considered the first stage of growth process
All enterprises and marketers understand the role and impacts of internet, but it is not easy to deploy and assess overall online marketing campaign
Internet environment keeps changing, all ideas are copied quickly The information flows in contrast are uncontrolled All these factors create big challenges for marketers
Online marketing depends much on the technology system and the ability of the marketers The comprehensive knowledge of internet factors is crucial and necessary for marketers to conduct the online marketing campaigns
Jetstar Airline is the second airline appearing in Vietnam but it is the first low-cost airline in Vietnam It faces many difficulties when it competes directly with Vietnam Airline which has monopoly this market for a long time Besides competing with this giant competitor, Jetstar also suffers as
“low – cost airline” is a quite new concept in customer‟s mind However, after 5 years carrying out many marketing activities, it gets certain success on the market.
Research objectives and research question
Research objective: In this study, the author focused on four main research objectives as follows:
To identify and explain basic concepts of the online marketing and application for Jetstar Airline or Other Services Companies
To analyze the current online marketing tools in Vietnam
The effectiveness of Jetstar‟s online marketing campaign in Vietnam
To suggest some solutions for Jetstar Vietnam or other airlines or other sensitive services provider
In this thesis, the author tries to answer the main question:
How to build successful internet marketing campaigns in Vietnam
To answer this question, the author will find the answer for other small questions as follows
- How are online marketing tools in Vietnam
- What are the characteristics of Vietnamese internet users?
- What is online marketing campaign of Jetstar?
- What are the strong points of Jetstar campaign? Application for other airline
- What are the weak points of its campaign? Some recommendations improve them
- Some suggestions for marketer to user online marketing tools and building online marketing campaign
Research Scope
The thesis focuses on 4 main factors of internet marketing in Vietnam as display advertising, email marketing social media and search engine marketing
To help the readers have clear sight about internet marketing, the study also focuses on analyzing internet marketing of Jetstar since Jetstar penetrate in Vietnam 2007 up to now
Based on the strong or weak point of jets tsar‟s online marketing campaign, the author gives some recommendation for Jetstar to improve them and the other airline or other sensitive services providers can apply when they do online marketing campaign.
Research methodology
The research process is illustrated in the figure below
From online marketing plan of Jetstar Vietnam (Application in Vietnam market from 2009 to 2011)
From this report, the author got detail information related its target customers, the target market, market position and market trend The report also provides the characteristics of the target customers and all services that they design to meet their demand All basic information help author to assess the effectiveness and build the communication solution
From FPT Online Business Report in 2011:
To become the biggest online provider in Vietnam market, FPT online report gives author a lot of information about the market as the growth rate, current advertising online services and the real efficiency of online marketing tools, all member of this market This information helps the
Recommendation author and reader to understand more about Vietnam internet market and how to use this tools more efficiency
From Vietnam Net Citizens Report of Cimigo about Internet Usage and Development in Vietnam in April 201
Based on this report help the reader can imagine about Vietnam internet user‟s portrait as the habit, online favorite activities and hobbies Internet user is the target subject of internet marketing campaign This report added more information about the growth rate of Vietnam internet market All marketers want to succeed in online marketing they have to know it deeply
All information help author identifies the way to collect data and gives solution for Jetstar
The author uses 2 methods to find primary data:
Point of view about effectiveness of Internet marketing campaign in Vietnam Assessing the Jetstar Campaign
Questionnaire Their expectation about Airline services and perception of Jetstar‟ brand and services
Source: data collected from Research Methodology
The interviews were conducted with 5 expert (one Business Director of FPT Online, one Marketing Manager of Jetstar, One director of advertising company, one search engine expert, one Director of media Company and 10 Jetstar Customer
For expert group, the author tries to get information about:
To assess the growth of online marketing in Vietnam
Their point of view about the effectiveness of online marketing tool
The assessment of the airline‟s service and brand awareness
For customer group, the author tries to get information about:
Their assessment of Jetstar Services and other airline providers
Their perception of Jetstar brand
Individual Information: experiment, level and age, total income, knowledge, job
All information is basic back ground to assess Jetstar online marketing campaign and to give solution for them
Conducting survey is the popular and common way to collect information in large quantity The survey was carried out in 4 main cities as Da Nang,
Ha Noi, Ho Chi Minh City, Hai Phong city where 4 main Jetstar‟ destination are located
The survey form includes 3 parts:
To make comparison between Jetstar and the biggest rival – Vietnam Airline: reason they choose provider, how to buy, the target when they use airline services
Their perception of Jetstar brand: quality of service, the way they access, point of view,
Individual information: habit, expectation, job, age and income
All data allows author update all information about the market and customer Statistic method helps author analytic and summary data to have clear sight about the market.
Research structure
From the Introduction, the thesis includes five chapters
Chapter 1: Literature review It includes some basic concept of internet marketing that the marketer had to know
Chapter 2: Overview of internet marketing in Vietnam It provides all information about internet marketing factor as provider, internet user, email marketing, display advertising, social media and search engine marketing
The research will show the development of Vietnam internet marketing
Chapter 3: internet marking campaign for Jetstar Vietnam
Chapter 4: Recommendation on internet marketing campaign of Jetstar and application for other airline
Some conclusion and recommendation from the thesis will help the readers have clear sight about internet marketing and succeed in application in business
LITERATURE REVIEW
The factors of the online marketing
1.3 The factors of online marketing
In this section, Author wants to talk about some important factors of online marketing as website, target customer, advertising measurement
They are basic subject that marketer had to influence if they want to do internet marketing
“A website (also written Web site or simply site) is a collection of related web pages containing images, videos or other digital assets” 4 A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address also called URL.A web page is a document, typically written in plain text interspersed with formatting instructions of Hypertext Markup Language (HTML, XHTML, A web page may incorporate elements from other websites with suitable markup anchors
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design and collaboration on the World Wide Web A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to the passive viewing of content that was created for them
4 http://en.wikipedia.org/wiki/Website
Website or web 2.0 is basement to develop and apply the online marketing tools Website‟s analysis always is essential request for making decision about choosing website and online marketing tool Some indexes are considerable when the marketer ranks the website:
A page view (PV) or page impression is a request to load a single HTML file ('page') of an Internet site
A hit is a request to a web server for a file (web page, image, JavaScript, Cascading Style Sheet, etc.) When a web page is uploaded from a server the number of "hits" or "page hits" is equal to the number of files requested
A visit happens when someone or something (robot) visits your site It consists of one or more page views/ hits One visitor can make multiple visits to your site
Technically, a visitor is the browser of a person who accepts a cookie
Tracking user's behavior by cookies or other tools When visitor open website, there is a technical to record a personal behavior of visitor usage to the website that we call cookie Cookie will be stored on user's computer if user has been accepted to store cookie Cookie will be content of an IP of visitor, which page visitor went to, which product on the website visitor visited at the last time, etc The website owner can read a cookie on visitor's computer if they want to use the information on cookie do participate or offer the best experience to user If visitor does not accept to store cookie, the website owner can use IP numbers to track visitors For Social network, beside the number visits/ visitor, account is also the important factor ( including invisible account and active account)
Open tracker measures unique visitors, which we track over long periods of time by giving them a cookie, this cookie is unique to their browser
Beside some other factors also consider to rank website as bounce rate, time on site, growth rate of page views, new visits, and age of domain To help marketers rank the website, many suppliers give the measure tool to assess the website Some trustful supplier are alexa.com; googleranking.com Website have high ranking always keep priority position for doing SEO To get high ranking, the owners had to improve the website to meet their standard
Figure 1.2: website provide website ranking services for all internet users 5
Target customer of online marketing is internet user So that, the internet growth rate and the consumer‟ knowledge of each country affect doing internet marketing, Internet infrastructure decides the approach‟s internet services of internet user and the type of the online marketing tools that
5 Source: alexa.com marketer can apply The consumer‟s knowledge relates directly their characteristic and the service they are interested Most of the frequency internet users are very young and their interests always change with the changes of internet services So the marketer had to study 2 factors carefully before making online marketing campaign
The main goal of online marketing is increasing the website‟s traffic This figure has to be checked and analyzed before and after doing online marketing Some factors are mentioned in traffic overview, are referring site, direct traffic, search engine (SMO) Direct traffic often related directly with regular visitor Search engine is the result of search engine marketing and referring site often get from the least internet marketing activities
Many ranking website or suppliers give useful tool for marketer assesses their online marketing campaign Advertising supplier applies measurement index to their advertising service Some typical spend index are CPD, CPM, CPC, CPA
CPD (cost per duration) The advertising suppliers use this method to calculate the advertising quotation It is normally accounted by day or month It often applied on Advertising display in which country has the low growth rate of internet as Vietnam The suppliers only commit a bout appearance and don‟t care other factor This method often use when the advertising market is in the first stage of development and has limit about internet technique of suppliers
CPM: Cost per Mile (millions of thousand) The cost of advertising services is accounted by 1000 appearance time of advertising The suppliers often have high service commitment when they apply this method This is also favorite measure method in the developing country
Because this method gives detail information to help the marketer to do and assess an online marketing plan However, to use this method, suppliers also invest in building trustful measure technique system Yahoo is typical provider using advertising service with CPM
CPC: cost per click This method often applies on search engine services or special display advertising Like the CPM, CPC also bring some advantages for user and supplier Search engine suppliers use mainly this method for their services Typical supplier is Google.com with their service Google Ad word In fact, when marketers assess internet marketing plans, they always transfer from all measureable figures as CPM,CPD to CPC index
CPA: cost per action Not much advertising services apply this method because it requests high commitment from supplier If service applies this method, its price always very high
The cost measurement index is always used to assess the effectiveness of online marketing campaign and compare the real effectiveness between each online marketing tool, each provider The feedback from customer after they approach the advertisement and CPC, are the main index to consider the effectiveness of online marketing campaign
Online marketing tools
“Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages” 6
6 http://en.wikipedia.org/wiki/Display_advertising
Display advertising is a type of advertising that typically contains text, logos, photographs or other images, location maps, and similar items In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content In contrast, classified advertising generally appears in a distinct section, was traditionally text- only, and was available in a limited selection of typefaces Display advertising is typical tools that you can find on every website that provide advertising services For example, when you open website Cnn.com – one of the most favorite American e-new, you can see advertising logo immediately (Figure 1.3)
Figure 1.3: Display advertising on website - cnn.com
Simply put, display advertising is advertising on the Internet
Online advertising encompasses adverts on search engine results pages (covered in the chapter on PPC advertising), adverts placed in emails and other ways in which advertisers use the Internet However, this thesis focuses on display advertising or rich media advertising
Whether online or off, the main objective of advertising is to increase sales As well as this, advertising aims to increase brand awareness
Advertising is based on the simple economics of supply and demand
Advertisers aim to stimulate a consumer need and then satisfy that need
One of the greatest benefits of online display advertising is that the messages are not restricted by geography or time Online advertisements are also much more interactive than offline advertising While both online and offline advertising can be disruptive, interactive online advertising can be designed to be perceived as less so
“E-mail marketing represents an opportunity to experience both the thrill of increased customer loyalty and steady repeat business as well as the agony of bounced e-mail, unsubscribe requests, and spam complaints” 7
Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience in its broadest sense, every email sent to a potential or current customer could be considered email marketing Most of big brands often use this method to keep relationship with their customer in all over the world
Simply put, email marketing is a form of direct marketing which utilities electronic means to deliver commercial messages to an audience It is one of the oldest and yet still one of the most powerful of all online marketing‟s tactics The power comes from the fact that it is:
7 E-Mail Marketing For Dummies, 2nd Edition by John Arnold
• Extremely cost effective due to a low cost per contact
Email marketing is a tool for building relationships with both existing and potential customers It should maximize the retention and value of these customers, which should ultimately lead to greater profitability
Normally, email content includes all hot information (crazy sale off or after sale policy) event some wishes for special time of customer as birthday, Tet Holiday, Christmas…The reader can see the detail through the email marketing of ANZ ( Figure 1.4)
Figure 1.4: The email marketing of ANZ
Applying email marketing will help the marketer make long relationship with customer It can make many competitive advantages as:
Enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business,
Acquiring new customers or convincing current customers to purchase something immediately,
Adding advertisements to email messages sent by other companies to their customers
Sending email messages over the Internet, as email did and does exist outside the Internet
Newsletters tend to focus on longer term goals, and so some KPIs become more important here:
To get high effectiveness in email marketing, the marketer often collects customer‟ email carefully (based the target of marketing campaign, characteristic, email‟ form)
Spam mail is a concept which involves email marketing Email spam, also known as junk email or unsolicited bulk email (UBE), is a subset of spam that involves nearly identical messages sent to numerous recipients by email Spam email means that email is unsolicited and sent in bulk To protect consumer, many countries apply anti- spam law
And some email providers also give an announcement about banning spam email
When implementing the email marketing, the marketer should study the Spam email law carefully to ensure that they do not violate it The spam law is applied to protect consumer from the harass of the marketing activities Some ISPs also ban the email marketing if it was sent to a great quantity of email or its content is so heavy Some email marketing meet the negative feedback from customer because of the big spam content and the high frequency of spam mail
Figure 1.5: email Marketing in spam mail
“A search engine is a system that indexes individual pages inside
Web sites, whereas a search directory is a collection of information about particular Web sites”
“Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion” 8
When the consumers want to find information, search engine tools always are prefer choice The managers or marketers also use them to access the consumer There are two attics for marketer to approach the search engine tools There are Search Engine Optimization (SEO) and Pay Per Click (PPC) The relationship between SEM, SEO and CPC the reader can know the detail thought the model of search engine marketing (Figure 1.6)
Figure 1.6: The model of Search Engine Marketing (SEM
Example, when the reader search information, they can see SEO or CPC position as Figure 1.7
8 Search Engine Optimization for Dummies ( http://www.dummies.com)
Figure 1.7: Search engine tool of Google SEO & PPC
“Search engine optimization (SEO) is an essential tool for getting a handle on web site promotional tactics and tools” 9 SEO is “natural” strategy
Search engine optimization (SEO) is "optimizing" website pages to achieve higher ranking in search results When the reader find information, Search engine tool will arrange the information positions based on some standard indexes of that tool as text analysis, link analysis, the traffic analysis, the authority analysis …the main ranking factor of each search engine tool is different so the marketers had to understand its request and build useful plan to meet The main ranking factors involve so much on content and technique of website that the marketers use it
Pay per Click (PPC) advertising is an advertising system where the advertiser only pays for each click on their advertising While it is often used as an advertising system offered by search engines, such as Google and Yahoo!, it can also be used for banner advertising (where the advertiser
9 Search Engine Optimize - Search Engine Marketing For Dummies (dummies.com) pays for clicks on the advert as opposed to impressions) PPC is also the system on which many shopping engines and directories Sometimes PPC advertising on search engines is referred to as paid search To apply this method successfully, the marketers will be careful when they decide the search engine tool and key word for search engine plan
MARKETING CAMPAIGN IN VIETNAM 34
The development of internet in Vietnam market and all over the world
The First month of 2000, there are only 500 millions of mobile user and 250 millions of internet user all over the world Up to the first month of 2011, that number raised at 5 billion mobile user and 2 billion internet user – as announcement of Mr Hamadan Toured – General Secretary of Internet Telecom Union That expresses the strong growth of internet market
Table 2.1: The number of internet user in Vietnam 10 year Users Users per capita
Table 2.2: Statistics on Internet development up to 5/2011 11
With current quantity of population, one of three people is internet user and over 57% internet users belong to development countries Vietnam is a country which have high growth rate in Asian The number of internet domain in Vietnam is the largest in Asian
The development of Vietnam internet marketing is expressed as the
Table 2.3The quantity of domain or website of company rise quickly They become the symbol and priority of each company on the internet environment The reader thought the development of website thought the table 2.3
11 Source Viet Nam Internet Center – VNNIC
Total International connection bandwidth of Vietnam 185321 Mbps
Total domestic connection bandwidth 334278 Mbps
Connection bandwidth through VNIX 78000 Mbps
Total VNIX Network Traffic 83274541 Bytes
Table 2.3 Statistic of name internet in Vietnam (VNNIC – 5/2011)
Online Advertising market in Viet Nam
The author mentioned about 4 main subjects in the market: publisher, internet user, and firm and media agency They are basic factors of online advertising market
Total 211595 100 com.vn 96098 45.41 gov.vn 1520 0.71 int.vn 16 0.00 edu.vn 6587 3.11 ac.vn 117 0.05 net.vn 3635 1.71 org.vn 2419 1.14 name.vn 1519 0.71 pro.vn 389 0.18 biz.vn 563 0.26 health.vn 59 0.02 info.vn 541 0.25
Up to 12/2010 Vietnam had 127.364 of name.vn and become the first country have Biggest quantity of nation domain in Asian To base on main target or form of website, there will have some classification of website as following: o Introduction: Most of them belong firm and it provides information about their production and market information A website is the first thing that the companies should concern when they want to attend the internet market Websites are their internet image so the investment is very important A friendly and useful website can make the visitors feel from the first sight o Real life Information: most of them are e-news which provides information related the society, life and human In Vietnam market, e-news system develops early and quickly It has over 10 website with over 10 year ages
According Alexa‟s source Vietnamese websites are ranked as table 2.4 bellow Most of e-news has different scale, information and target reader when they put news on website All websites get income from implementation of display advertising The sales from display advertising of e-new keep the great rate of online marketing sales It is about 90% But most online marketing budget are often concentrated on some famous e-new as http://vnexpress.net; http://ngoisao.net http://dantri.com.vn and http://vietnamnet.vn Most of them have great regular visitor number, high website ranking and good display advertising services
Table 2.4 Ranking Vietnamese Website up to 6/2011 (alexa.com) - New
Number rate (Vietnam) Ranking (alexa.com) Domain
Sharing: typical forms are the forum and Social network (facebook.com and youtube.com) Social network appears in Vietnam market about 5 years But it rise rapidly with the high growth of members as facebook.com as youtube.com It is basement to develop social media marketing
The forum form appears so early about 13years ago All members of the forum often share their habit, their knowledge and common interest That websites are useful means to help marketer to do viral marketing
Table: 2.5: Vietnam Website Ranking (social Media or Social
26 2500 Wikipedia.com o Entertainment: Most of them are game website and musical website They provide the tool and service help user relax and feel comfortable In Vietnam market, they also have the big quantity of users or ranking Some popular music websites are mp3.zing.vn, nhacuatui.com.vn, nhacso.net
Most of all get back return from user fee or display advertising ( but not much)
When designing and developing website, most of them want to have high page views to get return from providing internet advertising services But
12 Source: alexa.com (10/2011) only some of them can exist by advertising income because the limitation of technology and business strategy
With high growth rate of internet user, online services also rise quickly
So what they do on the internet? To find answer for that question, Vinalink, a Vietnam communication company, had implemented a survey of Vietnam internet user with over 5000 internet user That survey‟s result helps marketers understand who they are and how they are
The result shows that, their main activities are reading e-news and searching information In fact, the websites, have large page views or high ranking, are e-news website as http://vnexpress.net; http://dantri.com.vn http://ngoisao.net or http://vietnamnet.vn They are also the biggest online advertising sales in Vietnam market Currently, e-new web sites have been keeping over 90% of Vietnam online advertising market share Because of that reason, many surveys forward to the website‟s visitors to understand them and help marketer choose internet marketing tools ss
Figure 2.1: The answers descriptions about their main internet activities 13
Another company also do survey to description internet user is Cimigo – England market research Company in Viet Nam Cimigo did internet survey for great sample with some big Vietnam website as vnexpress.net; dantri.com.vn, 24h.com.vn or ngoisao.net This result built the portrait of Vietnamese internet user more clearly
Internet user or main target customer for internet advertising, most of them are living at big city as Ho Chi Minh and Ha Noi (over 90%)
Figure 2.2: top website has the big page views in Vietnam Market 14
The result is the same when Cimigo do familiar survey with other e-new paper in Vietnam as http://vnexpress.net, http://dantri.net and http://vietnamnet.vn Living at big city, it is more convenient for user to access the internet because of infrastructure development Most of internet services provider located at big city Beside, high education and high income help them to take advantages of internet and use internet services
These are very important characteristics that the marketer had to mention in doing internet marketing plan
According this report, the result of interview with 2940 internet users who live at 6 big cities in the end of 2009, average internet user age is 29 which are lower than average Vietnamese age is 39 year old Average internet time using is 2h/ day
14 Source: Cimigo – 12/2010- the result of ngoisao.net survey
In fact, you can see many internet services and marketing strategy toward to that young target consumer as game, mobile services, shopping, banking…
Those are common characteristics of internet user, but the member of each different website also have private characteristic as level of income, sex, habit and interest To do internet marketing strategy well, the marketer had to understand all internet marketing tools and the characteristic of internet users
Table 2.6 Overview Portrait of Vietnam internet users
2.2.3 The firm and media agency
When the marketer wants to do internet marketing, they can book services though the publisher or Media Agency We can see that relationship as model below
Figure 2.3: the relationship Advertiser – Media Agency - Publisher
Now average growth rate of internet advertising market is about over 50% with 7 main publishers who are FPT Online, VICORP, VNG, 24h.com, Vinagame, yahoo and FPT online is the biggest publisher and the market share are separated as below:
Table 2.7 Market share of publisher 15
Publisher Total Sale Market share
For all the rest of publishers are forum and hot blogger Display advertising is the most spread online marketing tool in Vietnam It gains 90% overall revenue of total market
The quantity of firms, who implement internet marketing, is increasing It is about 500 firms The telecom industry is a field which has the greatest budget for internet marketing It is about 20 billion Vietnam dong The internet marketing budget of Air industry is not high It is about 4 billion Vietnam dong
The number of digital media agency also rise, especial there is participation of global digital media as M Group, Unity, Admax, Masso…Total digital media agency is about 30 units but cover more than 50% grand revenue of this market
Some factors help digital media agency develop quickly as follow:
Overall digital marketing with wide scale with global brands as Unilever, Canon, LG, Panasonic…When they penetrate the new market, global brands often go with an appointed communication partner (the same of digital media agency) The marketing campaign will be approved all over the world and be carried out by only appointed communication partner
Display Advertising
In Vietnam market, display advertising is still a favorite tool Most publishers provide this services and Grand total sale income from this services keep the biggest part of whole total sale income FPT Online – the owner of 4 website http://vnexpress.net; http://ngoisao.net and http://sohoa.net http://ione.net , is the greatest publisher in Vietnam Market It is keeping over 45% of overall marketing share and total sale income And some other publisher is 24h Corp (the owner of http://24h.vn with near 35%)
There are many size of display advertising banner Each publisher often applies different advertising banner‟s size indexes which depend on their website‟s structure The differences of form and size make some difficulties for advertiser if they implement advertising campaign on some different websites Because they have to spent time and cost to resize the advertising banners to meet the size index of each website
With the development of internet advertising industry and the internationalization trend, many foreign media agencies penetrate in Vietnam market with many global brands So the publisher also changes their standard index like IAB to meet their request IAB, means Internet Advertising Board, is the international community for online advertising executives The board offers a wide range of services and resources for online advertisers, publishers and vendors
Some form and size banner follow IAB standard index are applied in Vietnam market;
Figure 2.4: Advertising banner size (iab.com)
There are so many display advertising banner on a website, so to attract the concentration of internet user, they have to be really creative, attractive and strange Many banners are design as multimedia or interactive banner Such as advertising banner with mouse over action or expandable actions, advertising banner with TVC…
Figure 2.5 Display advertising on web site http://vnexpress.net
Figure 2.6: Display advertising banner with expandable action
Figure 2.7: Contextual advertising is kind of display advertising
The attraction of advertising banner depends on its idea so much A creative idea and an impressive appearance can attract the viewers and improve its effectiveness Diversification kind of the display advertising and richer banner designer are the ways that
2.3.1.2 Some sentiment of display advertising
The capacity and size of the display advertising banner is small so it is not effective It is negative point of views Internet advertising banner always has a capacity‟s limitation but the marketers can take advantage of technology to make it more unique and attractive Advertising banner still transform all necessary information or idea advertiser to reader though the support of technology Flash technique is widely used in the designing to reduce the capacity of the banner but still keep the content, increase the attractiveness of the advertising banner The marketer should choose advertising message carefully The words and image should be short, clearly and focus directly on center of advertising content A good marketer is making it become attractive and effective event it is small
Internet advertising is not much effective without crazy sale off Crazy sale off always attract the reader in short term but long term it is not realizable
Internet advertising also helps reader recognize the brand and access the product‟s information
The internet advertising banner will be more effective if it appears directly before the eyes the readers It is really wrong point of view Because watching advertising banner is not the main target of the reader when they view the web site They have to do something that they don‟t want It can get negative feedback from reader such as pop under banner or an interactive banner When choosing the appearance form of advertising banner, the marketer should analysis the attitude of the readers when they receive or read an advertising banner
All internet users have email It is the first require when they want to use internet services Mail form is widely used in Vietnam include: yahoo, hot mail Gmail and outlook (for the mail form of the company) Most of the mail form outlook is for officer with high reliability and high anti-spam function When participating in social networks and using the value-added services, the email of internet users is the first requirement This is the reason that the internet users reveal personal information and falls into the spam state in near future But nowadays they become more intelligent in protecting their individual information, such as using incorrect information or using software restriction release information against spam mail as:AdsGone Spyware Blocker and Popup Killer 2007 7.0.5;
Spamavert.com 1.2 Choice Mail One 4.501 Spamihilator (64 bit) SPAM fighter Pro
Figure 2.8: 68% online citizen uses email 16
Figure 2.9: 24% online citizen check email everyday 17
There are over 2000 enterprises which take care and use email marketing
Their main targets of email marketing are making and maintaining customer relationship Its content maybe related in special occasions, announcement of promotion program or doing survey To carry out of email marketing strategy, most of firms are supported by media agency
16 Source: Cimigo Net Citizen Research 2009
17 Source: Cimigo Net Citizen Research 2009
Media agency will consult firm to making plan and provide tools for firm to design email, send email and assess the email marketing plan totally
Normally, media agencies only provide email marketing tool for white list
White list is an email list with an agreement of the internet users for receiving marketing email White list is an essential requirement to implement email marketing and to pass thought the Spam mail law of ISP
2.3.2.2 Some recommendation for Vietnam small enterprise
Only sending email to someone who accepted receiving marketing email as same white list To do email marketing, the marketers should have the plan to make white list and collect their information
Email content related receiver‟s interest
Creating a perfect schedule mail and trying to track it
To send email to firm or officer, ideal time is from Wednesday to Thursday and the best time is after 9.30am and 1.39pm
Advertising email include HTML and inform to be sure that receiver can reach advertising information with all browser
Do not use too many capital letters or punctuation in the title or content of this mail This will start up spam filter program of the mail
Individualization email content: exactly full name of the receiver Setting the sender's name as the company name or the name of reputable companies can make reliability The information sender and recipient should be consistent, fixed from head to the familiar to the recipient
The title of the mail should be attractive and suitable to attract viewers
The email‟s content should be brief and consistent with the brand identity
The email content include a function that allows the readers decide if they want to receive email again in the future like as “if you don‟t‟ want receive our information continuously again in the future, please click here” It can make good impression for reader and remove email address that reader doesn‟t care about it For some countries, this function is compulsory in email marketing
Search engine have developed for over 5 year in Vietnam market with 3 main search website including Google, Yahoo search and Bing.com
Google search is the most popular search tool in Vietnam market after 4 year penetrating in Vietnam From 1/5/2011 Google choose Nova advertising company as its Vietnam Search Authorized Reseller
When the user search the information, which belongs reliable and high ranking website will appears on high position on search result page To have high ranking, website has to meet the standard evaluation criteria of each search website The standard need to be close more and more
According to May 4 / 2011 of the Vietnam Internet Center (VNNIC), Vietnam now has 28.3 million Internet users, of which 91% use search engines to find information and articles products However, most of the enterprises of Vietnam has not exploited to the advertising channels from these tools
In America, search engine marketing is the most normal online advertising form, accounting for 46% of sales sector (12 billion USD / 2010)
However, in Vietnam, the search engine accounts for only about 10% of industry revenue
ONLINE MARKETING CAMPAIGN FOR JETSTAR
Executive summary
3.1.1 Introduction Air Industry in over the world and Vietnam
Few inventions have changed how people lived and experience the world as much as the invention of the airplane During both world wars, the government subsidies and demand for new airplane vastly improved techniques for their design and constructions Following the World War 2, the first commercial airplane route was set up in Europe Overtime the air travel becomes so common place that it would be hard to image life without it The airline industry, therefore, certainly has progressed It has altered the way in which people live and conduct business by shortening traveling time altering our concept of distance, making it possible for us to visit and conduct business in place once consider remote The airline industry exists in an intensely competitive market In recent year, there have been some industries – wide shakedown, which will have far-reaching effect on the industry trend towards expanding domestic and international services In the past airline industry was at least partly government owner
But now, there are some airlines have come to be private held
Now there are about over 280 airlines all over the world There are approximately 100 airlines in North America (USA, Canada& Mexico), approximately 26 airlines in Central America and The Caribbean, approximately13 airlines in South America, approximately 76 airlines in Europe, approximately 15 airlines in Africa, approximately 14 airlines in the Middle East, approximately 36 airline in Asia, approximately 16 airlines in Australia and Oceania and approximately 1 airline in Antarctica
(Source: yahoo) There are about 43 low cost airlines all over the world and concentrated in European
A low cost airlines offers air transport at comparatively lower rates Such an airline is also referred to as a discount airline or a no frills carrier The ticket prices are lowered by minimizing some of the passenger facilities that are usually offered on other airlines
The low cost airlines concept emerged in the United States of America and gradually spread to Europe in the 1990s Nowadays, most countries of the world have low cost airlines The low cost airline concept came in vogue with the airlines operating on lower costs been referred to as such It is also applicable for airlines that operate on lower ticket prices However, low cost airlines should not be mistaken as regional airlines They also conduct international flights but at a lower rate
The first low cost airline began its operations in USA in 1949 when a flight of the Pacific Southwest Airlines flew on its maiden flight In Europe the leading low cost airline companies include Ryan air based in Ireland and
Easy Jet While Ryan air was established in 1990, Easy jet was founded in
1995 The inception of several other discount airlines companies came with the introduction of aviation deregulation model in Europe and its subsequent popularity The concept gradually spread to other parts of the globe and this was evident with the emergence of airlines like Air Deccan in India, Air Asia in Malaysia and Virgin Blue in Australia
Some of the luxury airline companies also stepped into the no frills airline market with their low cost versions These include Go by the British Airways, Buzz by KLM, Ted by United and Air India Express by Air India
The first low cost airline to offers international flight services was Lacer‟s Airways that operated a no frills transatlantic flight from London to New York City in the 1970s
In Vietnam market, Airline industry has work since 1957 And up to now 7 local airline firms have permission to exploit domestic market such as Vietnam airline, Jetstar pacific, Viet Jet Air, Indochina Airline, Mekong Airline, Vasco, and Vietstar Airline But now there are only 4 firms really work in Vietnam market are Vietnam Airline, Jetstar pacific and Mekong
Vietnam airline is leader and Jetstar Pacific is unique presentation of low cost airline in Vietnam Airline industry
Jetstar works with common standard of its entire network is providing low cost services every day to help customer approach airline services
By efforts to provide low-cost passengers per day, Jetstar mission to help bring more people to fly and create opportunities by air travel for all those who previously were not considered afford to travel by plane
Jetstar Asia / Val air account for 51% share of the limited liability company Investments Pet Westbrook (Westbrook) and 49% stake in Qantas Jetstar Pacific in Vietnam is 27% stake in Qantas and other major stakeholders such as business corporations and the State Capital Investment Corporation (SCIC), the Corporation Saigon Tourist Travel
Over 1900 flight per week is serviced Jetstar Group in 15 countries and 50 market in Asia and Asian And there are 7000 staff working for Jetstar in Asian Mr Bruce Buchanan is chief executive officer of Jetstar
Jetstar Pacific is the first low cost airline in Vietnam and is transformed from Pacific Airline in 5/2011 Jetstar Pacific count for 27% share of Qantas Group, the rest belong Vietnam share holder as the State Capital Investment Corporation (SCIC), the Corporation Saigon Tourist Travel
Jetstar Pacific flight team with 5 Boeing 737, 2 Airbus A320 and 7 domestic destination,
Jetstar Pacific has worked since 2007 with 18% share of Qantas Group based on brand contract and co-operation contract between Pacific Airlines and Jetstar Airways Now, Jetstar is carrying out domestic destination network including Ho Chi Minh city, Hà Nội, Da Nang, Hue, Vinh, Hai Phong and Nha Trang
Jetstar Pacific seeks to fulfill the following benefits that are important to their customers Some its strong points are: More seats at lower prices, Transparent pricing, Simple booking process, Easy airport experience, Buy on board in- flight services, Honest, fresh approach to superior customer service
Jetstar Pacific process good information about the market and knows a great deal about the common attributes of the different customers Jetstar
Oline marketing campaign
3.2.1.1 Target market segment Two main target market of Jetstar are Business and Leisure
The primary target market of Jetstar is the leisure travel market This is broad peoples who like travelling for holidays and visiting friends and relatives The passengers are likely more sensitive to price and they rely on the Jetstar brand's reputation for delivering consistently low fares
Jet star‟s secondary market is the business traveler These may include small business owners and others who travel more frequently than leisure passengers but may This customer often have high require for service carrier
The main target is over 20% growth annually The profile of Jetstar Vietnam customer consists of the following geographic, demographic, psychographic, and behavior factors
Table 3.2: The description of Jetstar target customer 19
Geographic Ha Noi, Ho Chi Minh City and Da Nang with population around 20.000.000 International destination are Singapore or Siemreap and Osaka
Demographic Middle class, dynamic and young, Age range of 22 to 45 years
Monthly income is around $300 US
Behaviors Price sensitive, Little brand loyalty
However, each segment also has different particular trait The result survey of Jetstar shows these differences as bellow:
Business Low High Medium Low Quality
Leisure High Medium Low High Price
The three main competitors in domestic market:
Viet Jet Air (new entrant from November, 2011
Vietnam Airline and Mekong Airline are the main rivals of Jetstar and compete directly in the market The reader can see their characteristics as table below
Criteria Jetstar Pacific Vietnam Airline Mekong
Ranking of market share 2 1 (The biggest) 3
Main target customer Leisure segment Business Segment Leisure
Price Less The highest Middle
Service Low commitment High commitment
Website The most convenience and useful for customer and partner
Capital structure Foreign and own state
Own state Joint stock company
Vietnam Airline is the leader of this area It has many advantages because of the Government‟s support The Air Mekong is the newest entrant and keeps the smallest market share It can become potential competitor of Jetstar in the future because their main target customer is overlap
The Jetstar brand stands for: Accessible low prices, Integrity, Inclusiveness, Competitiveness, People-focused (both staff and customers), and Innovation
Personality traits of the Jetstar brand are that it is:
Fresh Refreshing, approachable fun and different brand
Straightforward Open, honest, no complications
Vibrant Youthful, energetic, positive and upbeat and open to new ideas
Exciting/inventive: Pushing the boundaries, enthusiastic, smart, innovative and dynamic
Contemporary Modern, forward thinking, savvy
Confident Strong, bold, stand by principles
Open Respectful to staff and customers, honest, clear
Smart Clever, stylish and modern yet thoughtful
The Jetstar brand is not: Arrogant, Exclusive, Challenging, Aggressive, Cheap, Gimmicky, trendy
Jetstar had 1.991.545 passenger in 2009 The number of passenger still rises and achieve 25% market share by the end of 2011 The big marketing objective in 2012 is getting 30% market share, specially making growth of total sales though the internet transaction Now most transactions are worked through website (25%), call Center (10%), Booking Office (15%) and Agency (50%) The total sale from website and agency achieve are much more than 75% This is the result so Jetstar focus on internet marketing for long time In the next time, Jetstar also want to expand internet transaction by making good relationship with regular and increasing the new customers (about 30% sale of internet transaction)
Second marketing target is increasing brand awareness To reach this obtain, Jetstar often uses clear, fix message and deploys internet marketing with regular internet tool in long time
Total marketing budget count for 3% total revenue of Jetstar Pacific
Total internet marketing budget over total marketing budget rises annually
The growth rate of internet marketing budget is showed on table follow
The internet advertising budget rises because of the growth of cost and it use more internet tools for their marketing campaign After some year exploiting Vietnam market, Jetstar Pacific internet marketing plan is considered to be successful Because:
Short promotion campaign is happened regular in short time It is easy for them to change the advertising content, image in internet marketing tools
The cost is lower than other advertising channel
The characteristic of internet user suits a Jetstar pacific target customer
Jetstar Pacific carries out internet marketing on wide scale immediately when they penetrate in Vietnam marketing We can see over all online marketing campaign as box bellow:
Table 3.6 Assessing the effectiveness of Jetstar Internet Marketing
Media Agency TV Plus Respensys
Publisher http://vnexpress.net http://ngoisao.net http://dantri.com.vn
Target detail Branding awareness Rising from
350.000 to 500.000 regular email Mention: rank from 1 to 4 express priority prosition of each tool or effectiveness level of each tool
Because Jetstar Pacifics uses Media agency so that the human resource for marketing department is not much Now there are only 3 staff for all
Social media is not used so much on Jetstar online marketing campaign in Vietnam Because Social network newly appears and buzz since 2 year ago
Over the world, Social media keep an important role in jetstar internet marketing campaign The result of the internet marketing we can see through statistic Summary of Jetstar.com or Jetstar.com.vn from alexa.com
One of three agency media carries out internet marketing for jester is appointed media agency from Australia This agency carries out all email marketing of Jetstar all over the world including Vietnam market
Figure 3.1: Demo of Jetstar’s Advetising banner on Ngoisao.net
Beside website http://ngoisao.net; Jetstar also push logo on some other website as http://dantri.com.vn, and http://vnexpress.net They often choice fixed possition on that website to make the habit of customer and increase the brand awareness
All users have been their customers or want to get their promotion information, they had to log in or register their email And Jetstar always make friendly through email with close subject, regular time…
Figure 3.2: Email marketing: advertsing email in box
Display Marketing and Email Marketing are used successully by jetstar in this period, but SEO is not good When internet users search the information related airline, it is easy to access the information of its rival
Most of them are Vietnam airline information, unless Jetstar do not use advertsing services of Google
Figure 3.3: Search engine on Google.com
Statistics Summary for jetstar.com.vn Jetstar's three-month global Alexa traffic rank is 16,286,386 Almost all visitors to this site come from Vietnam, where it has attained a traffic rank of 73,749
Statistics Summary for jetstar.com: There are 6,080 sites with a better three-month global Alexa traffic rank than Jetstar.com The site's visitors view 3.4 unique pages each day on average The fraction of visits to this site referred by search engines is about 15% The site has been online since
2002 Jetstar.com is particularly popular among users in the city of Brisbane (where it is ranked #103)
There are 6,080 sites with a better three-month global Alexa traffic rank than Jetstar.com The site's visitors view 3.4 unique pages each day on average The fraction of visits to this site
Figure 3.4: Traffic Ranking of Jetstar Website (Alexa.com – 7/2011)
3.2.2.4 The process of making internet marketing campaign
After the long talk with marketing manager of Jetstar, the writer has overview the internet marketing process of Jetstar as table 3.7
All step of this process is like normal process, but it has participant of third party that is media agency Marketing department has got only 4 people but they take care of all marketing activities This process helps them save human and increasing the effectiveness when they use media agency services to consult for all their marketing activities
Table 3.7: the process of Jetstar Internet Marketing Campaign
Evaluation on effectiveness of internet marketing campaign
To gather information to value the effectiveness of internet marketing campaign the author has conducted a small survey in three cities of Hanoi, Haiphong and Ho Chi Minh City with 165 participants This is place the Jetstar have been deploying 3 main flight route The details of questions include in the appendix
Based on that survey‟s result, most interviewers are young with age being from 22 to 35 (about 90%) This is a group of customer which has the high demand of the movement and consumption in society We can see it through the result of survey about the reason they choose the airline as transportation: 81% using airline services for travelling, 64% for job, and 21% for visiting family or friends About 92% 0f interviewers have used
• To describe the characteristic of customer and their need
• Collecting and analysising market information frome media agency
• Making the gold detail that they want to reach Overall target
• To transform all information to media agency to push advertising information on media tool
• Implenment and reporting every campaign, or monthly
• Media agency responssibility for allMaintain airline services and over 60% of interviewers use it over 5 time So they have clear perception of the airline services
Figure 3.5: The individual information of interviewers
Most interviewers used services of Jetstar (99 choices) and its‟ rival Vietnam Airline (151 choices) Three main reasons that customer choose Vietnam Airline, are destination, be safe factor and just in time factor
Destination factors depend on Jetstar strategy in long term Furthermore it is also local airline; the quantity of destination is not higher than Vietnam Airline‟s” The safety and just in time factor are related the quality of airline services and be highly respected in airline industry In the opinion of interviewers, that 2 factor of Jetstar is not good enough and they wish Jetstar will improve in the near future This is legitimate request of customer because the air services contain many risk factors and the late flights happen with high frequency at the airport Because Jetstar works as low cost airline so the customer scare that it is not sure about quality and time It is wrong opinion of Vietnam consumer Because safety is required for each flight event it belongs to the cheap or traditional airline To takeoff or landing, the aircrafts must be meet technique require to be ensure the safety of all customer The airline always flights on time, but in many case the time of landing is delay by many reasons that it is out of control as weather, technical support airports, and air traffic controllers In fact, late flights happen in airline and Vietnam Airline, Jetstar, Mekong or Indochina Furthered more flying on time is first request to ensure operation of low_ cost airline Because the low-cost airline was born later than traditional airline so the aircrafts that they use, are smaller and newer than traditional one If the flight is on time, they can increase the quantity of the flight per day and improve exploitation efficiency The main principle of the low-cost airline is to reduce un-necessary cost as the food, entertainment, baggage or choosing seat In some case, the customer and the low-cost air will share the risk that they maybe face as the customers come late or the changes of the flight timetable can be happened because of many un- expected reasons But they all don‟t affect the safety and on time factor of each flight However 40% of the interviewers though opposite This expressed as the survey result below:
Figure 3.6: Customer perception of low- cost airline
The wrong perception of the low-cost airline makes the scare of using its services This point of view also even appears on the perception of the peoples who has never used it It is the biggest difficulty that Jetstar must to solve if they want to expand market share in Vietnam in the next time The quality of services and flight on time are 2 factors that customer‟s hope Jetstar will improves as soon as possible
Figure 3.7: The factors that interviewer want Jetstar improve in near future
Reducing quality of … Reduce unnecessary … Using old or small aircraft late flights other way
The quality of service Flight on time The safety of flight Increasing the number of destination Increasing the number of cheap ariline
The attitude of staffIncreasing the quantity of the promotion …
The website of Jetstar is assessed highly about design, sitemap and function This is the biggest advantage of the low-cost airline as Jetstar It helps consumer access information and services easily I also help Jetstar reduce some cost as the distribution cost or the print cost or the back office cost It is one of main reasons make setter‟s ticket be lower than the other
Now the consumer access Jester‟s services through 3 main ways: display advertising, friend references and accessing Jetstar site directly This is the result of increasing display advertising and email marketing campaign
Search engine or social media tools don‟t express the role of connecting between Jetstar site and its customers
Friendly Ease of use Ease of finding information
To educate customer about the essential principle of the low-cost airline, 2 internet marketing tools that Jetstar are applying as display advertising and email, are not effective In my opinion, Search engine and social media will help Jetstar gets that goal quickly The word of mouth and the real experiences of customer will affect the market deeply
3.3.2 Some successful factor of Jetstar campaign
Attending Vietnam market over 5 year, Jetstar have had success by professional online marketing campaign According the writer‟s opinion, the factors make success of the online marketing campaign, are the display advertising, email marketing and connected factors
3.3.2.1 The connection of factors: customer, services and communication
Building stable technique system for online activities of the customer it is easy and comfortable for the customers to access website, search information and buy services ( including payment)
Coming in directly from website
Advertising bannerFriend guidlineSearch engine other way
Table 3.7: the model of Jetstar Relationship
Clear Identification of potential customer characteristics
Assessing and selecting suitable online marketing tools or publisher
Application continuously longtime online marketing campaign It help the customers recognize its brand name and make their habit when they want to find information
Building brand recognition standard system as typical color is orange, slogan is “the commitment of the cheapest price ticket”
Using consultants of professional media agencies They help Jetstar have the best accessing of each provider and online market
It combines all online marketing tools together so it makes widen cover on the internet It can make their strong point to increase the competitive advantages
Using Online value added services http://www.jetstar.com
Using typical color, image in all over online marketing campaign
Changing content to refresh of advertising banner and attract reader
Classification of the display advertising publisher: main current publishers are http://vnexpress.net; http://dantri.com.vn http://ngoisao.net
Checking and assessing effectiveness of advertising campaign regularly to have changes in time
Building the email data: All mails are white list to ensure all mail will be inbox of the receivers
Identification of sender name: Jetstar Pacific
Timely regular as Friday weekly, special occasion as birthday, special memory days of nation
Simple, light content design makes comfortable for customer to download
Sender can stop if they don‟t want to receive information
Using email services of professional provider Email is the communication tool between Jetstar and its customers All transaction on website, buyers have to sign by email and all their decision will be confirm by email
Figure 3.10: Jet star’s email marketing on Gmail
Figure 3.11: The design and content of email
3.3.3 Some weakness of Jetstar Internet Marketing
Based on the analysis‟s result of Jester‟s online marketing campaign and the perception of its customer, SEO and Social marketing are considered as the limited factors of Jetstar in Vietnam market
Doing on short time, depending on each campaign
SEO is interested and invested in the beginning so it has high effectiveness
Jetstar should invested in Pay Per Click more and more because of the high customer‟s information requirement
It is not implemented in Vietnam while it is widely used in other countries all over the world It is weak point of Jetstar online marketing campaign
Vietnam Consumes especially the young generation, still has negative thinking about the cheap airline or economic airline Customers always wonder about the quality of its services and their safe when they use it because airline service is sensitive service It is also a barrier for their high growth target in the future Social media will help Jetstar understand its customer‟s need and transfer necessary useful information to its potential customer
RECOMMENDATIONS ON JETSTAR MARKETING
Recommendations on Search engine plan of Jetstar Vietnam
- Application search engine services of Google in the long time
- To hold all key words related airline services as: aircrafts, cheap ticket, quality, airline or airline services…
- Making connection with other reputable website on the market to improve the believable and the display in the result of searching
Recommendations on Social media
- Orientation information: o Acknowledgment of operational mechanism of low-cost airline as Jetstar Viet Nam o Information related safety, quality services and destination of Jetstar Viet Nam o Promotion Campaign ( Sale off information)
- Pushing information on newspaper (including e-news site) which have influence on customers of airline market
- Making event on internet environment to make to make influence and perception of customer about Jet star‟s services
- Participate in travelling forum Because their members always have high demand of movement and their experiences often pervasive in the community
- Stabling internet contest for customer to study acknowledgment of Jestar‟s brand and to give them chances to use and to assess services
- Setting the fan page of Jetstar to provide information to customer quickly.
Application for the other airline
- Identification of their target and potential customer
- Building brands recognize standards and use it all online marketing activities as color, image
- Making connection of all internet communication tools
- Building technical system to access the effectiveness of online marketing tool
- Building online advertising campaign in long term
- Updating internet information and technique regularly because of the continuous internet environments‟ changes
- It is better to use consultant services of the professional advertising agency in making and deploy online marketing campaign in long term
- Arrangement of priority position of internet marketing tool, based on Service and product life cycle
Table 4.1: The role of the internet tool for internet marketing campaign
Cost The highest Lowest Low Low
Technical requirement simple Normal The highest Normal provider 5 main website
10 provider Under 5 provider effectiveness Brand
Duration Long or short longtime Longtime Longtime
Recommendation Classification of publisher Using advise of media agency
Using white email list Design mail
Application of SEO since launching website
Production lifecycle ( priority number): 1 is the greatest priority, 4 is the smallest priority
All suggestion can help Jetstar Vietnam to improve the effectiveness of internet marketing campaign Some recommendation for Jetstar can apply for other Airline company or other company that provide services To make effectiveness internet marking, each internet tool have to be understood and applied well How to apply display advertising, email marketing, social media can become interesting subject for other research
But in fact, the effectiveness of internet marketing campaign also depend on some factors outside as the level of the product attractiveness, the effectiveness of other communication tool as TV channel, news-paper, event, PR activities
The consumer‟s characteristic always change, and all internet marketing tools always change with the development of technology, so the research related all factors in internet environment is necessary to update and meet the marketing changes
1 Philip Kotler and Kevin Lane Keller (2008), Marketing management
2 Kotler, Philip and Armstrong, Gary and Wong, Veronica and Saunders, John (2008), “Principles of Marketing”, Pearson Education Limited, Harlow
3 Dave Chaffey and PR Smith (2008),e-Marketing excellence Planning and optimizing your digital marketing- third edtion , Butterworth-
4 Shiy Singh (October 2009), Social Media Marketing for Dummies
5 Cimigo, (April 2011), 2011 Vietnam Net Citizens Report, Internet
Usage and Development in Vietnam
6 Mr Tuan Ha (June 2011), Social Media in Vietnam Report, Social Media Marketing Conference in Hanoi
7 Alexa website; http://alexa.com
8 Interactive Advertising Bureau, http://iab.net
9 Some basic concept of internet Marketing, www.wikipedia.com: a http://en.wikipedia.org/wiki/Display_advertising b http://en.wikipedia.org/wiki/Social_Media c http://en.wikipedia.org/wiki/Social_network d (http://en.wikipedia.org/wiki/Web_2.0 e (http://en.wikipedia.org/wiki/Email_marketing
10 Social media to day website; Sarah Hartshorne, “5 Differences Between
Social Media and Social Networking”; http://socialmediatoday.com/index.php?q=SMC/194754
11 Gregory T.Gundlach and William L.Wikie, The American Marketing Association‟s New definition of Marketing : perspective and commentary on the 2007 revision http://business.nd.edu/Faculty/pdf/2009MKTGDefinationGundlachAnd WilkieJPPM.pdf
12 Báoxb svdf cáo kết quả kinh doanh 2011, FPT Online
13 Đánh giá thị trường và kế hoạch kinh doanh của FPT Online 2012
14 Ngô Minh Thuận.2012.lập kế hoạch Digital Marketing, tài liệu giảng dạy, Chương trình đào tạo BMG International Education
15 Các công cụ trong Digital Marketing, tài liệu giảng dạy.2012 Chương trình đào tạo BMG International Education
16 Lê, Việt Hông.2011.Chiến lược Social Media cho các doanh nghiệp, tài liệu giảng dạy, Chương trình đào tạo BMG International Education
17 Nguyễn, Việt Dũn.2012 Email Marketing, tài liệu giảng dạy, Chương trình đào tạo BMG International Education
18 Trung tâm internet Vietnam, http://vnnic.vn
19 Website Marketing Việt Nam http://www.marketingvietnam.net/
20 Vietnam Online Marketing http://onlinemarketingvietnam.com
21 Vietnam Internet Marketing http://vietnaminternetmarketing.org/
GOOGLE ANALYTICS
Google Analytics is a favorite internet tool to check the development of website All marketers also use it to check effectiveness of internet marketing campaign and internet tools So this appendix will provide information which relates the operation mechanism and all function that Google support for user:
• Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
• Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research
Web analytics applications can also help companies measure the results of traditional print advertising campaigns It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research
2 Why is it very important for business
• What do we get back from 1.000.000.000 Billion investment in advertising?
• How to know which one of the advertisement tools we used, have the greatest effectiveness
• How many visitors see website in previous week
• Which article has the greatest quantity of page views in that period time
• The way that visits find our website and how long have they been there?
4 Measuring success with Google Analytics
• Free, web-based analysis program
• More than 80 reports available: Content based report, User based report, Traffic based report etc…
• Fully integrated with Google Adword
• Google Analytics enables The reader to:
– Measure the results of online marketing – Analyze user behavior on the website & identify improvement potential – Track ecommerce data such as revenue, costs and conversion rates
=> Enables The reader to optimize the success of The reader website and marketing campaign
- Visitor information such as loyalty, language and location
- Natural and paid sources of traffic; including Adwords reports
- Conversion rates and goal paths
- Commerce tracking, revenue sources etc…
• Use the Calendar or Timeline to set The reader active date range
• The readers can see theirs site‟s traffic trends in the Timeline
The reader can use either the Calendar or Timeline to select a comparison date range
Change the “Graph by” selection to display The reader data by day, week or month
Compare two metrics over time
Roll the users mouse over the graph to see actual numbers
All this information can help the reader understand all function that Google provides and they can see all figures that show on the Google report.
SOCICAL MEDIA CAMPAIGN APPLICATION FOR
Henessy Artistry is Music concert which organized by Henessy wine brand every year and in some countries in the world In 2011, Henessy Artistry was hold in Vietnam and made good impression and attach Vietnam consumer All Social media plan in Vietnam is destroy by Mekong Company it was successful social campaign You can see it when you can view all activity that they do for it as design communication product and choose media tool as report follow:
Website – Structure – Mix Your Life
Website – Total User: 2247 and User gets ticket: 200
Total views: 18,786 Top active viewers: 1,935 Rejected viewers: 20
Issue date: 07 Apr Total video views: 5,707 User subscribe: 36
Total video uploaded: 16 URL: www.youtube.com/hennessyartistryvn
2 Clip.VN Issue date: 26 May Total views: 14,394 URL: http://clip.vn/watch/DHl
3 Video Tamtay Issue date: 26 May Total views: 23,160 URL: http://video tamtay.vn/play/697 928
Video Zing Issue date: 26 May Total views: 52,229 URL: http://video zing.vn/video/clip/H Artistry-Viet-Nam- 2011.340896.html
Issue date: 26 May Total views: 7,600 URL: http://www nhaccuatui.com /nghe?M=EVuvAJmAit
Survey: Assessing the brand awareness of the air services provider
I am Nguyen Thanh Nhan, I am investigating the needs and the quality of airline‟s service in Vietnam I look forward to the participation of your comments to tally evaluate service quality is the best
1 Have you ever used airline‟s services? *If you have not used the service, please continue to question 3
Number of moves less than 5 times
Number of moves less than 10 times
number of moves is less than 15 times
2 Which case do you use airline‟s services? (the answer can obtain more than one choice)
3 Which airline have you ever used (the answer can obtain more than one choice):
4 According to you, cheap airlines are: (the answer can obtain more than one choice)
Using old or small aircraft
5 Have you used the services of Vietnam Airlines? *If you choose answer as “no never” Please move the 7 question:
6 Some reason that you choose the flights of Vietnam Airlines because *(the answer can obtain more than one choice)
Only Vietnam Airline provide the route that you want
Feeling safe and on time
7 Have you ever used the services of Jetstar * If you choose answer “
No never” , please move the question no 12
8 Some reason that you choose the Jetstar flight *(the answer can obtain more than one choice)
Easy to find information about services
9 Choosing some way that you visit Jetstar‟s website *(the answer can obtain more than one choice)
Coming in directly from website
10 Choosing characteristic of Jetstar‟s Website that you like (the answer can obtain more than one choice)
11 Choosing 3 factors that you want Jetstar improve in the near future:
increasing the number of destination
Increasing the number of cheap airline
Increasing the quantity of the promotion program
5 (when there is time) Check your email
13 To the preferred level (satisfied) with your Jetstar services *