No copy The Marketing Principles course is designed to provide students with a comprehensive understanding of the fundamental concepts and principles that underpin effective marketing strategies. This course serves as an introduction to the field of marketing and covers key topics related to consumer behavior, market research, product development, pricing, promotion, and distribution. Throughout the course, students will explore various marketing theories and frameworks, and learn how to apply them in realworld business scenarios. The course aims to develop critical thinking and analytical skills, enabling students to make informed marketing decisions and create value for both customers and organizations.
Website: High website traffic with significant rise in unique visitors (123.38%), indicating that the website is popular and effective promoted for attracting the audience Lack of user-friendly features on the website: navigation, ineffective Eng translation Positive authority score: The perceived level of trust and credibility in search engines is in medium scale (30-50) due to effective Dofollow backlinks and good number of branded keywords Low average visit duration and is dropping (61.58%) with high bounce rate: 60.27% which is higher than the average bounce rate for the financial sector (51.71%) (https://cxl.com/guides/bounce-rate/benchmarks/) -> need to adjust UX UI to attract visitors and improve on-page content to solve viewers’ needed info By centering on informational and commercial keyword intent, Cake has great chance to become reputable enterprises in the digital banking industry and reach more potential customers (Lahey 2021) Facebook: Last post: 15 mins - Change avatar - Announcement of Winter Movement Collection Have posts including deals & promotions (which Instagram does not have) More diverse posts (new office, campaign, ) Engaging content to generate social discussion (funny questions, images) Actively replying and interacting with audiences 129K Likes - 137K Followers; Engagement rate: 0.25%; Post frequency: 0.5 post/day; Top hour to post: 11 AM Top performing content: Engagement post (not direct products mention) Types of content: Mainly content with photos, with 86.7% of posts using hashtags Mixed of product showcase, interacting and community posts Language: Vietnamese; Tone of voice: Casual, Delightful, Trendy, and Entertaining Visual: Pastel color palette, primarily real-life product images Purpose: Communicate with the Vietnamese audience Instagram: 38k followers Posts about collection Less posts than on Facebook: 91 posts in years TikTok: 120.2k followers, 620.3k likes Trendy content: immersive content Youtube: 2,65K subscribers, 191 videos -> not effective Mostly practical content, showing how the brand comfort users by its thin and light products - Launch in January 2021 - Embedded finance solution: coorporation between financial service into non-financial corporation (Telco) - Liability: You have to put the money in then have an interest from the bank - Credit: Get the money from the bank and you have to pay the interest for that Marketing activity Focus more in online channels: Mostly tiktok Challenges Anoob P T (2023) What is the Best Time to Post on Facebook in 2023?, SocialPilot website, accessed 15 November 2023 https://www.socialpilot.co/blog/best-time-to-post-on-facebook Asia Money (2022) Vietnam’s Best Bank for Digital Solutions 2022: Cake by VPBank, Asiamoney website, accessed 11 November 2023 https://www.asiamoney.com/article/27i6gralrq1bhg3whzzls/awards/best-bank-awards/vietnamsbest-bank-for-digital-solutions-2022-cake-by-vpbank Beveridge C (2021) A Guide to Cross-Posting on Social Media (Without Looking Spammy), Hootsuite website, accessed 20 November 2023 https://blog.hootsuite.com/cross-promotesocial-media/ Brand24 (2023) Cake VPBank Mentions, Reach, and Sentiments, Brand24 website, accessed 24 November 2023 https://app.brand24.com/panel/results/1172931929? p=1&or=0&cdt=days&dr=4&va=1&d1=2023-10-25&d2=2023-11-24 Cake (2023) GENERAL OFFER IN OCTOBER 2023 UP TO 3,200,000 VND, Cake website, accessed 22 November 2023 https://cake.vn/tong-hop-uu-dai-thang-10-2023/ Cake (n.d.) Home, Cake.vn website, accesseed 14 November 2023 https://cake.vn/en/home/ Caporal J (2023) Study: Banking Needs, Digital Banking Trends, and Consumer Priorities, The Ascent website, accessed 21 November 2023 https://www.fool.com/the-ascent/research/digitalbanking-trends/ ChatGPT (2023) Generative Pre-trained Transformer, ChatGPT website, accessed 24 November 2023 https://openai.com/chatgpt Fahrion R (2021) Best Social Media & Seo Strategies for Fintech, Flying V Group website, accessed 24 November 2023 https://www.flyingvgroup.com/fintech-seo/ Fang L and Quintos D G (2023) ‘Security measures applied on digital banking towards Service Improvement Proposal’, Journal of Business and Management Studies, 5(5):47–77, doi:10.32996/jbms.2023.5.5.5 Indeed (2023) Reach Marketing: Definition, Benefits and How To Calculate, Indeed website, accessed 22 November 2023 https://www.indeed.com/career-advice/career-development/reachmarketing-definition Lina Y, Hou D and Ali S (2022) ‘Impact of online convenience on generation Z online impulsive buying behavior: The moderating role of Social Media celebrity’, Frontiers in Psychology, 13, doi:10.3389/fpsyg.2022.951249 Macready H and Cohen B (2023) How Often to Post to Social Media in 2023, Hootsuite website, accessed 15 November 2023 https://blog.hootsuite.com/how-often-to-post-on-social-media/ Mitchell O (2022) How to craft a memorable key message in 10 minutes - speaking about presenting, Speaking about Presenting website, accessed 24 November 2023 https://speakingaboutpresenting.com/content/memorable-key-message-10-minutes/ Mujahidah A S and Rusydiana A S (2022) ‘Sentiment Analysis on Digital Banking Literature’ [conference papers], AICIEB: Annual International Conference on Islamic Economics and Business RivalIQ (2023) Social Analytics and Competitors Analytics of Cake by VPBank, RivalIQ website, accessed 24 November 2023 https://app.rivaliq.com/overview Semrush (2023) Domain overview of Cake website, Semrush website, RivalIQ website, accessed 24 November 2023 https://www.semrush.com/analytics/overview/? q=cake.vn&searchType=domain SocialBee (2023) Social Media Management Tools, SocialBee website, accessed 24 November 2023 https://app.socialbee.com/ Statista (2023) APAC: Mobile Internet User share by country 2022, Statista website, accessed 21 November 2023 https://www.statista.com/statistics/1252976/apac-mobile-internet-users-bycountry-and-device/ Statista (2023) Vietnam: Share of urban population 2022, Statista website, accessed 22 November 2023 https://www.statista.com/statistics/761134/share-of-urban-population-vietnam/ Timo (n.d.) About Timo - the first Digital Bank in Vietnam, Timo website, accessed 20 November 2023 https://timo.vn/en/blogs-en/community-blog/timo-first-digital-bank-vietnam-2/ TransCurators (2023) Infographics for Social Media: Captivate Your Followers with Visual Content, LinkedIn website, accessed 24 November 2023 https://www.linkedin.com/pulse/infographics-social-media-captivate-your-followers-visual/ VietnamPlus (2022) Digital Transformation goes mainstream in Vietnam, Mega Story, accessed 22 November 2023 https://special.vietnamplus.vn/2022/04/27/digital-transformation-goesmainstream-in-vietnam/ Wingerd W (2021) Social Media Content Ideas for Fintech, CSTMR Fintech Marketing website, accessed 24 November 2023 https://cstmr.com/financial-marketing-blog/social-media-contentideas-for-fintech/ Worldometer (2023) Vietnam Population, Worldometer website, accessed 22 November 2023 https://www.worldometers.info/world-population/vietnam-population/ Demo - Gen Z (18-24 years old) and Millennials (25-34 years old) Male and female students/office workers/SME owners Pocket money/medium-to-high income Geo - Urban areas Psycho - Lifestyle: Busy with work and study, Tech-savy, Independent and effective financial manager Interest and Hobbies: Online shopping and highly active on social media channels Preferences: + Price sensitive, interest in promotions + Mindful about the brand’s reliability and security (Caporal 2023) + Motivated by convenience, simplicity, and urgency (Lina et al 2022) - SM Habits - Platforms: Facebook, Zalo and Tiktok are the most used platforms Devices: Smartphones handle 94.5% of Internet access in Vietnam (Statista 2023) Content Consumption: + Entertaining, trendy, financially educational content + Finding products information in the consideration stage 📣 Hey Cake Squad! 📣📣 We believe in the power of artistic expression, just like we believe in the freedom to live life on your terms 📣 That's why we're giving YOU the chance to unleash your creativity and design a Cake-themed artwork for our amazing Cake Freedom credit card! 📣📣 Put on your creative hats and let your imagination run wild to show us what "Financial Liberty" means to you through your art! ✨ 📣 What's in it for you? 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