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NIELS BROCK COPENHAGEN BUSINESS COLLEDE & FOREIGN TRADE UNIVERSITY GRADUATION THESIS BUILD AN ONLINE MARKETING CAMPAIGN FOR WEFIT PRODUCTS – APPLICATION OF LINKING GYMS OF TECHNOLOGY CORPORATION ONACL[.]
NIELS BROCK COPENHAGEN BUSINESS COLLEDE & FOREIGN TRADE UNIVERSITY GRADUATION THESIS BUILD AN ONLINE MARKETING CAMPAIGN FOR WEFIT PRODUCTS – APPLICATION OF LINKING GYMS OF TECHNOLOGY CORPORATION ONACLOVER Student Name: TRUONG VIET MY Student ID: 1605031020 Class: FNB7 Instructors: MBA Hoang Anh Duy Prof Charlie David Mpengula Hanoi, May 2020 TABLE CONTENT TABLE CONTENT INTRODUCTION CHAPTER 1: OVERVIEW OF ONLINE MARKETING 1.1 Definition of Online Marketing: 1.2 Forms of Online Marketing: .4 1.2.1 Website: .4 1.2.2 Social Media Marketing: .5 1.2.3 Email Marketing: 1.2.4 SEM: 1.3 Advantages and disadvantages of Online Marketing: 11 1.3.1 Advantages: .11 1.3.2 Disadvantages: 12 1.4 Communication campaign: 13 1.4.1 Campaign goal: 13 1.4.2 Budget setting: 14 1.4.3 The public audience receives the campaign's goal information: 15 1.4.4 Media message: .15 1.4.5 Communication tools: .16 1.4.6 Deployment plan: .16 1.4.7 Evaluate communication performance: 16 CHAPTER 2: ACTUAL STATUS OF ONLINE MARKETING ACTIVITIES OF WEFIT PRODUCTS - APPLICATION LINKING GYMS 18 2.1 Overview of WeFit - the application that links the gym: .18 2.2 Actual status of Online Marketing activities of WeFit products: 19 2.2.1 Website: 19 Picture 2.2.1 WeFit’s Website 19 2.2.2 Email Marketing: 21 2.2.3 Social Media Marketing: 23 2.2.4 SEM: 26 CHAPTER 3: BUILDING AN ONLINE MARKETING CAMPAIGN FOR WEFIT PRODUCTS - APPLICATION LINKING GYMS 28 3.1 Campaign goal: 28 3.2 Target audience of the campaign: 28 3.3 Media message: 28 3.4 The communication tools used and the reasons for selection: 28 3.5 Implementation plan for each tool: 30 3.5.3 Social Media Marketing: 33 3.5.4 SEM: 38 3.6 Set budgets for each type of tool: 39 CHAPTER 5: RECOMMENDATION AND CONCLUSION .41 ACKNOWLEDGEMENTS 45 LIST OF PICTURES: Picture 1.2.1 Website Picture 1.2.2 Social Media Marketing Picture 1.2.3 Email Marketing Picture 1.2.4 SEM .10 Picture 1.3 Online Marketing .11 Picture 2.2.3 Fanpge “WeFit practices anytime – anywhere” 23 List of abbreviation: SEM: Search Engine Marketing SEO: Search Engine Optimization PPC: Pay Per Click INTRODUCTION WeFit - the app linking gyms is a new product in the Fitness industry that was first launched in September 2016 Up to now, WeFit is the first and only model of linking gyms In Vietnam, there is no direct competition Just by becoming an official member of WeFit, users can experience searching and practicing in hundreds of different gyms, in the WeFit partner system in the country This is the optimal solution for customers who like to practice, like to exercise, and want to experience different subjects to meet their training preferences At any time, with just a few simple operations on smartphones, customers will also find a workout schedule that is suitable for all subjects such as yoga, zumba, boxing or gym, at the gym near the house, near the workplace with the best quality Simultaneously with the increasing number of people wishing to practice, WeFit has a great strength to develop in the Vietnamese environment in general, and in Hanoi - Ho Chi Minh City in particular (2 big cities that WeFit is linking partners with) Because this is a new model, WeFit has not been able to reach the majority of people in need of training In this research, we will build an Online Marketing campaign for the company that owns WeFit - the technology corporation Onaclover In the next sections of the thesis, we will explore the status of online marketing activities of WeFit Online marketing has become very popular and applied in many fields and markets at home and abroad In the following chapters, we will give an overview of the online marketing such as formats, tools and role By using electronic means, network technology to research the market, so that we can find appropriate strategic solutions to develop the best products The promotion through Internet means has brought goods and services of businesses to consumers more quickly From that point, we can find out the advantages to promote, the disadvantages to change and the limitations to overcome in online marketing Online marketing has the outstanding advantage of saving time and money Thanks to the automation, the wide accessibility, the many options to advertise, the flexible time, has opened up opportunities for the starsup to have good quality products and services but have few marketing budgets Besides, online marketing also has certain disadvantages such as being heavily dependent on electronics Where there is a weak information infrastructure or a low online customer base, businesses will find it difficult or even inaccessible to them via online marketing Because of the nature of the WeFit product - the gym link app is an app used on phones, requires an Internet connection At the same time, WeFit does not have any specific transaction points Therefore, for customer sets (including new and existing customers), WeFit both use online media to interact, specifically about these two objects we can understand as follows First of all, for new customers - customers find motivation to practice on social networks, maybe through KOLs with a beautiful body, the advantage of having a good physique, … From there, they actively monitor and search for their own workout solutions via the Internet Second, for existing customers In the course of using the product, to receive information from WeFit (including promotional information, partner events, contests with attractive prizes, ), customers are also aware of the information via Online (Social Media, Email, ) So that we decided to choose “Build an Online Marketing campaign” as my topic because this is the most effective way to reach WeFit's customer base There are many reasons to explain the importance of campaign goals such as ensuring management consistency, guiding media planning and decision making, and providing standards on measurement and evaluation of campaign results Through this online marketing campaign, we can find positive aspects of WeFit's change The effectiveness of the media campaign will be assessed through the tools used like Website, Email Marketing, Social Media Marketing, SEM Besides, the viewpoints to evaluate the effectiveness of communication activities are also expressed from different angles of view, namely the approach from an artistic perspective and an economic perspective At the same time, based on the current situation of wefit's online marketing activities in the previous periods, we believe that these proposals will improve the product of Onaclover Technology Joint Stock Company Wefit will take new steps more suitable, more accurate to achieve other goals in the next stages In this thesis, we will start with an understanding of the theory of Online Marketing, from the most general perspective to the specific theory of each tool From there, we will build an Online Marketing campaign based on the theory learned and applied to the reality of the company We used both quantitative and qualitative in my research Most of qualitative data will be collected from group survey and from my friend’s direct management Quantitative data we can get from social media such as Facebook or Website data to analyse efficiency of online marketing activities by using numerical data Qualitative data will be used to analyze the effectiveness of online marketing based on user opinion CHAPTER 1: OVERVIEW OF ONLINE MARKETING 1.1 Definition of Online Marketing: Online marketing is simply understood as a combination of "marketing" and "online", also known as online marketing In particular, "marketing" is merely advertising, marketing products and services to consumers And "online" is the word for interactive activities on the Internet through high-tech devices That is, by using electronic means, computer network technology to research the market, devising product development strategies by promoting through the Internet means, delivering goods and services of businesses come to consumers as quickly as possible through the Internet (Online Marketing – Sheehan, B.) 1.2 Forms of Online Marketing: 1.2.1 Website: Picture 1.2.1 Website a Definition: Website is a collection of websites including text, images, videos, flash, etc., usually only in one main domain or subdomain The website is hosted on a web server accessible via the Internet The website acts as an office or an Internet store - which introduces information about businesses, products or services provided by the business (Wikipedia) b The role of Webiste in Online Marketing: First, the website determines the "ranking" of businesses on the Internet A business webiste with a professional interface and deep content will be able to attract users to visit and keep them in the website longer This will help search engines like Google appreciate the business website, helping the website achieve high search rankings in a natural way on search engines In addition, there are a few other benefits of website in Online Marketing to mention Website is the fastest place to market your company's strategic products on the global network Since then, helping the company's products stand out and being well-known helps businesses fully introduce their companies to customers, thereby creating trust in the company's services and products Business costs for websites compared to traditional marketing services are lower and more effective Website helps businesses always receive the fastest response from customers, while helping businesses keep up with the general market trends or get information about customer tastes accurately and quickly 1.2.2 Social Media Marketing: a Definition: Social Media Marketing or "social media marketing" is understood as the process of gaining website traffic or attention through social networking sites Social Media Marketing includes marketing programs that often focus on efforts to create content that attracts interest and encourages readers to share it on their social networks (Basic Marketing – Rose, P.) Picture 1.2.2 Social Media Marketing b Main types of Social Media Marketing: The first is, Social Community Marketing - marketing through social networks, channels focus on developing relationships with engaging users with similar interests and interests Therefore, the social community features a multi-dimensional interaction, allowing users to connect, chat and share information The second is Social Publishing Marketing - Marketing through sites that help spread the content online, including blog sites, microsites, sites for ... ACTUAL STATUS OF ONLINE MARKETING ACTIVITIES OF WEFIT PRODUCTS - APPLICATION LINKING GYMS 18 2.1 Overview of WeFit - the application that links the gym: .18 2.2 Actual status of Online Marketing. .. 26 CHAPTER 3: BUILDING AN ONLINE MARKETING CAMPAIGN FOR WEFIT PRODUCTS - APPLICATION LINKING GYMS 28 3.1 Campaign goal: 28 3.2 Target audience of the campaign: 28 3.3... effectiveness of online marketing based on user opinion CHAPTER 1: OVERVIEW OF ONLINE MARKETING 1.1 Definition of Online Marketing: Online marketing is simply understood as a combination of "marketing" and