DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022 UNDER THE SUPERVISION OF: Văn Đức Sơn Hà CLASS: 03 GROUP: 01 STUDENTS: Trần Minh Thư Trương Nguyễn Hiền Thơ Nguyễn Thị Tuyết Nhung Lê Phạm Thanh Huyền Lý Ngọc Minh Trân Ngô Nguyễn Xuân Mai Vũ Nam Phương Vũ Nguyễn Bình Giang HO CHI MINH CITY, NOVEMBER 2021 20 GROUP PERFORMANCE No Student Student name Task ID Completion Contribution rate rate 100% 12.5% 100% 12.5% 100% 12.5% 100% 12.5% 100% 12.5% 100% 12.5% Mai 20 Vũ Nam Phương Vũ Nguyễn Bình Giang 20 COMMENT 20 TABLE OF CONTENTS CHAPTER 1: EXECUTIVE SUMMARY 1.1 Business background 1.2 Video OTT market 1.3 Digital marketing plan 2022 CHAPTER 2: MARKET OVERVIEW CHAPTER 3: SITUATION ANALYSIS 3.1 Bussiness overview 3.2 SWOT 3.2.1 Strength 3.2.2 Weakness 3.2.3 Opportunity 3.2.4 Threats 3.3 Competion 3.3.1 Netflix 3.3.2 FPT Play 3.3.3 VieON 3.3.4 K+ 10 3.4 Target customer 11 3.4.1 Demographic 11 3.4.2 Psychographic 11 3.4.3 Behaviouristic 12 CHAPTER 4: TARGET 13 4.1 WeTv S.M.A.R.T objectives 13 4.1.2 Measurable 13 4.1.3 Achievable 13 4.1.4 Realistic: 14 4.1.5 Specific timely 14 4.2 Goals for each stage 15 4.2.1 Awareness 15 4.2.2 Acquisition 15 4.2.3 Conversion 15 4.3 Kpi setting 16 CHAPTER 5: PLAN 17 Digital marketing channels: Error! Bookmark not defined 20 5.1 Paid media 17 5.2.Owned media 19 5.3 Earned media 21 5.2.4 Two Options + Actionable plan 21 5.2.6 Demo 69 20 CHAPTER 1: EXECUTIVE SUMMARY 1.1 Business background WeTV is an application to watch movies and TV shows with a variety of genres, recently launched by Tencent WeTV was launched in Vietnam in June 2020 to increase the reach of users and better serve viewers through the video experience WeTV initially broadcasted original Chinese programming that was dubbed into Thai Then, to suit the entertainment needs of audiences in many nations, it was created and upgraded with many more languages such as Vietnamese and Indonesian 1.2 Video OTT market Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily This report outlines the consumer’s behavior and habits about video streaming services Smartphones (76%) & smart TV (73%) are used the most when watching video streaming The majority of consumers watch videos at their homes (97%) with their partner (husband/wife) 45% Consumers prefer watching video streaming on topics related to "TV series/Feature film" (60%), "Music" (50%) & "Entertainment program/ Gameshow/ Reality show" (48%) Due to COVID 19, the number of users watching video OTT has increased extremely, because cinema is not opening, which is why people download video streaming applications Furthermore, people must stay at home, get lots of leisure time so watching films is one of the daily routines 1.3 Digital marketing plan 2022 Before planning, summarize the video OTT market to get important information about numerous users and how much they spend time Then analyze competitors, understand completely their strengths and weaknesses to improve our service and avoid their mistakes Next, analyzing SWOT, recognize what weTV has strengths and weaknesses and what chance or risk of the environment to guide WETV the right way to achieve higher goals 20 Positioning target customers to choose suit channels to reach them effectively Move to objectives, analyze depending on SMART metrics, set customer journey, and last but not least KPI settings WeTV chose digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO The reason why they chose these is they are appreciated for WeTV's objectives in 2022 and popularity to approach audiences in Viet Nam For each channel, we set different KPIs A sum plan for the whole year, then each month demonstrates specific tasks and goals 20 CHAPTER 2: MARKET OVERVIEW According to the Viet Nam Digital 2021 report conducted by We Are Social and Hootsuite, Vietnam is a country with a large population, with an urban population of 36%, including 68.17 million Internet users and 65 million active users on social media In addition, the percentage of residents with mobile phone connections is up to 150%, corresponding to 145.8 million phones used This is a potential market for tycoons in the online entertainment industry, especially online movies, expanding the market WeTV is one of them Currently, the streaming tv service is increasingly popular in Vietnam with a variety of providers such as FPT Play, Netflix and VieOn, 42% of users spend an average of hours a day watching movies online according to Q&Me's report, February 2020 Statistics also show that the percentage of consumers who prefer to watch topics about feature films, music and other shows is 60, 50 and 48%, respectively In the field of feature films, Korean and Chinese films have been dominating compared to other countries' films Although this is the advantage of WeTV, the statistics show that WeTV only accounts for no more than 10% of the market share when measuring the user aspects, discussions on social media, Compared to its rival iQiyi, WeTV is currently somewhat inferior despite its very strong potential In Vietnam, WeTV currently has only nearly 411,000 and 20,000 downloads on the Play and App Store platforms However, WeTV's YouTube channel, which posts video clips related to the film, has a high interest of 2.58 million subscribers At the same time, WeTV's Facebook is currently having an unreasonable mark when it has more than 5.5 million followers but only nearly 800,000 likes However, it can be said that raising market share in the Vietnam market of WeTV is extremely feasible if there is a good strategy and way to implement it 20 Youtube Ads On-going optimization CPV 500.000 Instagram On-going optimization CPM 1.000.000 181.930.000 Tiktok Ads On-going optimization CPC 20.000 Display Design banner 184.000.000 Ads banner Email 28.000.000 Run display banner by GDN Transactional email: Send Number of 750.000 notifications emails right away emails when customers interact with delivered the website Website Improve personalized user, suggest end-year films SEO Audit SEO Keyword research20 Refine keyword strategy 11.500.000 Refine keyword strategy 34 FB page Post Video 30 Post 15 Make lists of movies of favorite actresses Post short videos of movies which are displaying on Wetv Post films relati ng to family , Post frien dshi p Pos t ima ges or pict ures abo ut mov ies or actr ess es to impr ess audi enc es I n s p a g e P o s t s h o r t v i d e o s r e e l s V i d e o instagram 30 Post Post images of actresses or beautiful scenes 30 30 20 35 Tik Tok page - Post short videos of movies Video Youtube Post some episodes of hot movies and allow audiences to page which are displaying on Wetv watch with no charge in order to attract them and increase customer experience Short videos of some hot film (videos not minutes) _post on youtube short short Tháng 5: Project Task KPI type KPI Budget target Google Ads On-going o Facebook On-going optimization Ads 36 20 Youtube On-going optimization Ads CPV Instagram On-going optimization Ads CPM Tik Tok In feed video ads of video CPC ads about summer holiday campaign Display banner Run display ads by GDN CPC Design and editing campaign banner banner Relational email: Update Number of 750.000 news once a week emails delivered Email Transactional email: Send notifications emails20right away when customers interact with the website Website Exclusive contract with 4.500.000 specific film to have film with vietsub SEO Audit SEO 37 20 Keyword research Refine keyword strategy FB page 15 Make content of lists of hot films in May - 60 Seeding post list film about Mother’s Day - Post short videos of movies which are displaying on Wetv - Ins page - Post short videos of movies Post 30 which are displaying on Wetv Post images or pictures about movies or actresses to impress audiences - Tik Tok - Post short videos of movies page which are displaying on Wetv 20 Pictures 30 Video 90 38 Youtube - Post short videos of movies Video 60 which are displaying on Wetv 20 Tháng Project Task KPI type KPI target Budget Google Ads Run ads poster about summer holiday campaign Facebook - Ru Ads sum - Tracking to control the campaign Youtube - Run Ads summ - Tracking to control the campaign Instagram Pre Ads 39 20 Run ads about summer holiday campaign Tik tok ads In feed video ads of video CPC about valentine campaign Display Run dis banner Email Promotional Summer dea information ab events C i D 000 VND f b i ti 75 000 450 000 000 Campaign promotion D fir “M WeTV app Website Improve personalized user, 11.500.000 suggest films about summer SEO Audit SEO Keyword research Create link campaign 40 20 ... journey, and last but not least KPI settings WeTV chose digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO The... over time for WeTV objectives on different marketing channels that our digital marketing plan is following Channels Social SEO PPC Emails Referrals Content 16 20 CHAPTER 5: DIGITAL MARKETING PLAN... Twenty billion is not a small number to plan digital marketing campaigns We believe the plans outlined are entirely within the costs allocated for digital marketing to achieve the stated objectives