group assignment subject digital marketing 2

This percentage underscores the growing awareness andunderstanding of e-wallets among students and reflects the high level of trust that customers haveplaced in selecting Virtual Wallet

FPT UNIVERSITY – CAMPUS HO CHI MINH

★★★★★

GROUP ASSIGNMENT

SUBJECT: Digital Marketing 2

Name of group member Student ID Contribution (%)

5 Nguyen Thị Ngoc Nhung SS170017 100

Semester: Fall 2023

Lecturer: Truong Thi Thuy Van

Topic : Virtual Wallet

Ho Chi Minh City, 31/10/2023

CONTENT OF TABLE

I Executive summary - 2

I Introduction - 2

A Who am I ? - 2

B Target Audiences: - 3

1.Customer Survey: -3

2 Insight Customer: From Individual Question. - 5

I Campaign analysis - 6

A Slogan - 6

B Channel strategy: - 6

1.Email Marketing: - 6

2 Social Media: - 7

C Content strategy - 8

1.For email marketing - 8

2 For social media - 10

D.Budget & Timeline: - 11

1.Email Marketing -11

2.Social Media - 11

III Appendix -12

I Executive summary

In the e-wallet industry, there is always a thin line between achieving customers who receive brand messages in an intimate way and customers' daily lives To balance this, VR chooses to speak to consumers in a friendly manner, without using academic language, always being honest and avoiding misunderstandings.Our campaign this time is the same, still following a separate path like VR today, aiming at customer awareness of products through digital platforms

I Introduction

A Who am I ?

For over 20 years, our virtual wallet, Payment, has been at the forefront of the digital payment revolution worldwide With a two-sided network connecting consumers and merchants in over 200

markets, we have built a payment system that serves millions of users globally.

B Target Audiences:

This digital plan wants to increase interaction with student customers 18-24 years old Therefore, the target customers are universities Therefore, the survey from some students' ideas about using e-wallets gives us real data to better understand customer behaviour and insight

1.Customer Survey:

Based on the information provided, as many as 83.9% of individuals may opt to utilize e-wallets instead of traditional cash and credit cards This percentage underscores the growing awareness and understanding of e-wallets among students and reflects the high level of trust that customers have placed in selecting Virtual Wallet as their preferred choice

In this context, it becomes evident that Virtual Wallet is consistently prepared to accommodate guest payments, thereby earning and maintaining the trust of its users

Virtual Wallet has displayed remarkable activity in its endeavors to promote its products on social networks, thereby securing the dominant market share of 67.7% Consequently, the employment of Search Engine Optimization (SEO) emerges as a highly suitable strategy on various social platforms, including but not limited to Facebook, Google, and TikTok

This strategic approach not only ensures that students can readily access the central message of our campaign, which seeks to redefine Virtual Wallet's brand identity as an indispensable part of their daily lives, but also fosters a heightened level of trust and recognition

In addition to our online presence, Virtual Wallet has made significant inroads through media channels It is noteworthy that our posts and videos on platforms such as Facebook and Instagram have proven highly effective in reaching a substantial student audience This has, in turn, engendered

a potent word-of-mouth effect, leading to a remarkable 35.5% increase in our visibility and overall recognition

A significant 75% of customers associate VW with its independence from traditional cash transactions.A noteworthy 71.9% of customers are aware of VW's reputation for offering attractive promotions and incentives.An impressive 87.5% of customers recognize VW as a fast and user-friendly option for their financial transactions.However, there is room for improvement, as only 21.9% of customers perceive VW as a highly reliable choice

Customers are attracted to Virtual Wallet through a range of factors, particularly incentives and convenience These findings inform our content strategy, with a specific focus on enhancing interactions to benefit the company

2 Insight Customer: From Individual Question.

Benefits:

Virtual Wallet offers a range of benefits that users greatly appreciate Firstly, it alleviates concerns about the loss of valuable property, making users feel more secure in their financial transactions Additionally, it streamlines the process of handling small payments, reducing annoyance for users Moreover, Virtual Wallet acts as a convenient memory aid, helping users ensure they have sufficient funds, thus preventing situations where they might forget to bring enough money These advantages make Virtual Wallet a trusted and user-friendly option for financial transactions

Trust and Dependence:

Mobile Integration: Virtual Wallet seamlessly integrates with mobile platforms, providing users with enhanced accessibility and control over their financial transactions This level of integration contributes to a higher level of trust among users

Robust Security Measures: Virtual Wallet prioritizes security, implementing a range of robust security features This emphasis on safeguarding users' financial data reinforces trust and instills confidence in the system's safety

Spending Optimization:

Virtual Wallet offers features designed to optimize spending This capability is highly beneficial to users as it helps them manage their finances more effectively This aspect further contributes to the trust and reliance placed on Virtual Wallet

Digital Planning for Convenience:

When communicating VW's digital planning approach to customers, it is imperative to highlight the enhanced convenience it offers This includes facilitating payments for utilities such as electricity, water, and Wi-Fi, as well as providing incentives and discount codes to optimize the user experience and financial management

I Campaign analysis

A Slogan

"Your Money, Your Way: Payment Puts You in Control"

This slogan encapsulates the essence of Payment's objective by emphasising user control and simplicity It conveys the idea that Payment is all about giving young users control over their finances in a straightforward manner

B Channel strategy:

1.Email Marketing:

Objective: send targeted emails to users, especially those in the 18-24 age range These emails can

include promotions, educational content, and updates on new features, emphasising Payment’'s role as

a virtual wallet for daily transactions and reiterate what Payment is all about: A virtual wallet where the user's in control

Segmentation: Segment the email list into different categories based on user behaviour,

demographics, and preferences.Therefore, we divide into 2 main types of users:

● New users ( users who need educational content)

● Active users( users interested in promotions)

Formality: We will use email advertising through first-party content subscription; we can generate

leads from social or search channels to a block page on their own digital properties and then we hope

to be able to convey our goals through this customer base.Beside,we will use The house list campaigns are periodic emails sent to existing or inactive customers offering trials of services, new products or special promotions

Timing: Schedule emails to be sent at times when young users are likely to check their inboxes, such

as in the early morning or evening

2 Social Media:

Objective: Utilise social media platforms like Instagram, Facebook, and Twitter to reach young users.

Share engaging content, customer stories, and updates to reinforce Payment's brand voice and

focusing on its target audience of young users (aged 18-24) who value independence, trust, and simplicity

Platform Selection:To maximize the effectiveness of our payment strategy, we will utilize the

following social media platforms:

Instagram: This platform is particularly suitable for sharing visually appealing content, crafting engaging narratives, and highlighting user experiences

Facebook: With its extensive user base, Facebook provides a broad reach to our target audience and

serves as an ideal platform for sharing informative content and fostering engagement with our users Campaigns: In order to effectively communicate our objectives to our customers, we will present the

following three campaigns:

Financial Independence Campaign: This campaign will center on Payment's role in empowering young users to gain control over their finances and achieve financial independence

Back-to-School Promotion: In the lead-up to the school year, we will launch a campaign highlighting how Payment simplifies expenses and payments for students, ensuring a hassle-free transition back to school

Local Business Support: Through this campaign, we will encourage users to support local businesses

by utilizing Payment, underscoring the values of trust and community within our user base

C Content strategy

1.For email marketing

The article employs a clever and humorous language style to create an engaging and relatable experience for students Alongside this, the use of colorful banners and posters, powered by modern digital technology, ensures that students are presented with visually captivating and intriguing images Within the article, key information about the virtual wallet workshop is seamlessly integrated, including details such as the workshop's location, date, and time In addition, the article highlights the planned workshop activities, offers a convenient registration link, and includes contact information for the virtual wallet company This comprehensive approach ensures that students have access to all necessary details and can easily connect with the event and organizers

To run a mini-game on Workshop about virtual wallets with the message "Enable young users to seize financial control through payment with a virtual wallet."

Mechanics:

- Like or Heart this post on Facebook

- Tag three friends in the comments section

- Share this post in public mode

Objectives for this minigame:

- Find the potential customers

- Build a relationship with customers

- Change student’s mindset about virtual wallet

2 For social media

Running ads on Facebook and Instagram is a powerful tool to promote your product or service with a wide audience on this popular social networking platform In this case, we will focus on running ads

to introduce Virtual Wallet, a solution that simplifies payments and spending management for student users

Create engaging image or video posts on your business's Instagram account Use relevant hashtags like #backtoschool, #studentlife, #Payment Solutions to attract student opinions

Chương trình Khuyến mãi Đầu năm học: Đơn giản hóa Chi phí Sinh viên với Thanh toán Dễ dàng

Bạn đã sẵn sàng để đạt thành tích trong năm học mới chưa? Chúng tôi có một thông báo hấp dẫn dành cho tất cả các bạn sinh viên!

Giới thiệu chiến dịch Đầu năm học của chúng tôi, tập trung vào việc tối ưu hoá chi phí và thanh toán

để đời sống sinh viên trở nên dễ dàng hơn bao giờ hết!

Với các giải pháp thanh toán đơn giản của chúng tôi, bạn có thể chào tạm biệt sự phiền toái của việc quản lý tiền mặt hoặc phải xử lý nhiều phương thức thanh toán khác nhau

Dưới đây là những gì chương trình của chúng tôi mang lại:

Tùy chọn thanh toán tiện lợi cho sách giáo trình, dụng cụ học tập và nhiều hơn nữa

Giao dịch trực tuyến dễ dàng để thanh toán học phí, gói ăn trưa và các dịch vụ dành cho sinh viên Quy trình thanh toán an toàn và hiệu quả, mang lại sự yên tâm cho cả sinh viên và phụ huynh Hãy tham gia vào cuộc cách mạng của những sinh viên tự tin kiểm soát tài chính của mình!

Để tham gia Chương trình Khuyến mãi Đầu năm học của chúng tôi, đơn giản chỉ cần:

1 Like và chia sẻ bài viết này để lan tỏa thông tin

2 Tag ba bạn sinh viên khác mà bạn nghĩ sẽ được hưởng lợi từ việc thanh toán đơn giản

3 Bình luận bên dưới với mục yêu thích của bạn liên quan đến mặt hàng hoặc môn học trong thời gian trở lại trường

Đừng bỏ lỡ cơ hội này để đơn giản hóa cuộc sống sinh viên của bạn Hãy sẵn sàng vượt qua năm học với dễ dàng!

#BackToSchool #SimplifiedPayments #EmpoweredStudents #StudentLifeMadeEasy

D.Budget & Timeline:

1.Email Marketing

Our goal is to reach 5,000 students within a 2-month timeframe To achieve this, we plan to leverage the schedules of FPTU students, sending automated emails during a specific time window, which is between 9:45 AM and 10:30 AM We intend to maintain a frequency of 1 email per week, resulting in

a total of 8 emails sent over the course of 8 weeks

In practical terms, this means we will dispatch a grand total of 40,000 emails to engage the 5,000 FPTU students during the 2-month campaign Our budget allocation for this initiative falls under

"Package 04," which costs 2,300,000 VND per month, amounting to 4,600,000 VND for the full 2-month campaign The email delivery services will be facilitated through Bizfly

2.Social Media

a.Budget:

Run free web marketing ads on Facebook and Instagram platforms by designing campaigns Important to track and adjust budgets over time If your campaign performance is good, you may consider increasing your budget to optimize profits

b.Timeline

Determine time: The campaign will run ads within 2 months of the student's return to school Schedule posts:

Posting frequency: 3 posts / 1 week This helps ensure regularity of content on our Facebook page

III Appendix

Survey Customer Behaviour in Using E-Wallet:

https://docs.google.com/forms/d/1NaxvqkoTSrd4kZ8htTtDTWMdkVl8oNTLz-bV1rFZ-YM/edit#responses

Question 1

Question 2

Question 3.

Email marketing:

1 Nguyen Thi Mai Huong (2022) Advanced Business Communication Studocu:

https://www.studocu.com/vn/document/truong-dai-hoc-fpt/advanced-business-communication /mkt328-group-4-uoqifhjslkfndklgvndskvgndsljsfiesaldjskzcmnzdxvndxbv/38296774

2 Barnhart, B (2022) 21must-havedigitalmarketingtoolstohelpyougrow, SproutSocial Available at: https://sproutsocial.com/insights/digital-marketing-tools/?amp (Accessed: 03 November 2023)

3 Appel, G etal.(2019) ThefutureofsocialmediainMarketing-JournaloftheAcademyof MarketingScience, SpringerLink Available at:

https://link.springer.com/article/10.1007/s11747-019-00695-1 (Accessed: 03 November 2023)