group assignment plan a digital marketing analysis and measurement for shopee vietnam

Our research will plan a Digital marketing analysis and measurement for Shopee in Vietnam.. In addition, Shopee also provides maximum support for shipping fees and Freeship codes to stim

Lecturer: Bùi Thị Hạnh Thảo

Course: MKT201 – Customer Behavior

I Executive summary 2

II Introduction 2

a. Explain the concept of digital mkt 2

b 4ps 3

III Digital marketing measurement Plan 6

1 Business objectives 6

2 Marketing objectives 8

a Stimulate demand 9

b Build awareness 9

c Influence consideration 12

d Drive action 14

e Improve sales experience 15

f Grow loyalty 16

IV Recommendations and Conclusions 16

V Reference 17

I Executive summary

With the rise of big data, companies around the globe are collecting, analyzing, and parsing data from all parts of the corporate network with the goal of improving user and device productivity, and ensure the best possible applications experience This data can provide better insights into improving business operations User behavioral network insights can also be applied to improve revenue performance (Forbes, 2019) But it also poses a challenge for businesses What is the data they need and how to measure it?

Our research will plan a Digital marketing analysis and measurement for Shopee in Vietnam The research is going to show you shopee's position, the campaigns that shopee implements And how does that campaign contribute to the business objectives and marketing objectives? What data represents that

contribution? What tools to collect and evaluate these data?

II Introduction

Shopee, a Sea company, was first launched in Singapore in 2015, and has since expanded its reach to Malaysia, Thailand, Taiwan, Indonesia, Vietnam and the Philippines (Sea.com, 2021) Sea is a leader in digital entertainment, e-commerce and digital financial services across Southeast Asia Sea's mission is to improve the lives of consumers and small businesses with technology, and is listed

on the NYSE under the symbol SE (Sea.com, 2021)

Shopee is creating convenience for the people of Southeast Asia and is the leading e-commerce platform in Southeast Asia and Taiwan It is a platform tailored for the region, providing customers with an easy, secure and fast online shopping experience through strong logistics and payment support

(techsignin.com, 2021) Shopee aims to constantly improve its platform and become the e-commerce destination of choice for many people in the region, besides Shopee truly believes in the power of technology and wishes to contribute

to making the world becomes a better place by connecting the community of buyers and sellers through providing one platform e-commerce (shopee.vn, 2021).Shopee has a wide selection of product categories, from consumer electronics to home & lifestyle, health & beauty, toys & kids, fashion & fitness equipment (Sea.com, 2021)

a Explain the concept of digital mkt

Marketing mix is a set of marketing tools used by businesses to achieve marketing focus in the target market Marketing mix capital is classified according

to the 4P model including: Product, Price, Place, Promotion are used in the marketing of goods (nef.vn)

Sounce: iprice.vnThere are top 10 most visited E- commerce Websites in Southeast Asia according to the report iPrice insights on March 3, 2020, Shopee Vietnam continues to lead in the whole year of 2019 in terms of website traffic, reaching an average of 38 million turns/month (Andrews, 2021)

b 4ps

Shopee is one of the largest e-commerce platforms in Vietnam today, officially set foot in the Vietnamese market from August 2016 at this time, the market has been dominated by e-commerce platforms Other giants such as: Lazada, Tiki, Sendo As a latecomer, how can Shopee overcome strong competitors, and then rise to become the e-commerce site with its current standing (Hải Yến, 2020) One

of the important links contributing to that success is the success of shopee's marketing strategy Below are shopee's 4P strategic analysis including: Product, Price, Place, Promotion

Price: Price competition is one of shopee's marketing strategies that is applied very effectively The company understands that with today's extremely fierce competition, in addition to providing customers with a smart, easy-to-use platform that is suitable for their habits, a competitive price strategy is essential (Zila ,2021)

Accordingly, Shopee proceeds to stimulate business owners The company offers preferential prices when shops register to become Shopee members In addition, Shopee also provides maximum support for shipping fees and Freeship codes to stimulate customers to purchase when using its application (HBR Business, 2020) In addition, Shopee also provides maximum support for shipping fees, Freeship codes, shipping support codes of 10,000 VND per invoice and bill payment in many different forms such as payment on receipt, payment by Airpay

to get up to 100,000 VND compared to the total bill, this will stimulate customers

to make purchases when using your application (HBR Business , 2020)

Product: Shopee is an e-commerce store, so shopee's main production is to provide services for buyers, sellers can easily find to make purchase and sale transactions (Zila, 2021)

Shopee attracts its customers by focusing on developing country-specific apps This is also a section in the battle of the high methodation for each school With this localization strategy, Shopee has achieved desirable results in each of its selected schools Shopee created a website optimized for many different languages

so that their customers can easily make transactions on it Features to attracts customers and promote products include: Shopee Mall ( belong to the genuine product line ) , Shopee Live (a live streaming feature); Shopee Games (an in-app gaming function); Shopee Feed (an in-app social feed allows users to share content

on what they are listing, buying, and selling with the larger Shopee community); and Shopee Live Chat (a chat function that allows buyers to speak with sellers directly and find out more information before and after making a purchase) (Michael O'Neill , 2020 ) Shopee also pays attention to providing an easy and convenient customer experience through a website designed based on customers' usage habits (HBR Business, 2020) Shopee focuses on the segment of customers who prefer personal device activities such as cosmetics and fashion With a choice

in the direction of image business, for personal beauty needs, buying at Shopee will bring many benefits, making it easier for buyers Shopee is an e-commerce website that is quite suitable for those who love beauty (HBR Business, 2020)

Promotion: Shopee focuses on communication on major and popular platforms in Vietnam such as Facebook, Google Along with that is appearing a lot

on public transport, on TV Affiliate marketing is also promoted by Shopee to increase the number of large customers for the company, this form not only helps

marketing partners earn more commissions from successful referrals, but also helpsShopee save money Significant savings in marketing costs Shopee also supports

up to the shipping fee and Freeship code to stimulate customers to buy when using its application (HBR Business, 2020) In addition, there are promotions such as January 1, February 2 shoppe birthday, December 12, and many other incentives to attract customers (shopee.vn, 2021)

Place: Shopee, a major online shopping platform in Vietnam, an online marketplace connecting buyers and sellers, the company has focused on releasing dedicated apps for smartphones and tablets, besides is a web page that runs on a computer browser All commerce channels that shopee publishes bring

convenience and a very good experience to customers, helping them to access purchases anytime, anywhere (Zila, 2020)

Source: vietnamnet.vn

New to Vietnam since August 2016, up to now, the number of Shopee app downloads has increased 5 times, reaching 10 million in the appstore The seller community also increased 5 times in 1 year By 2020, Shopee has operations in 7 Asian countries, with a total of 40 million downloads In addition, the airline also links with the shipping partners with the best network in each country so that customers have the fastest possible experience (vietnamnet, 2019)

III Digital marketing measurement Plan

1 Business objectives

In 2020, Sea's e-commerce revenue increased 160% to 2.16 billion USD, butthe operating loss of this segment also increased 27% to 1.44 billion USD compared to 2019 (Thai Son, 2021) According from iPrice Group, since 2020 till now, Shopee is still leading the e-commerce market in terms of web traffic, far ahead of other competitors

Figure 3: Shopee's business results in the first quarter of 2021 (Sea.com, 2021) Figure 4: Website traffic of 4 largest e-commerce platforms in Vietnam (Thai Son, 2021)

As the expected of Sea’s CEO, in 2021, the company's revenue will continue

to rise at a rate of 200 percent Continuing to be the Vietnamese market leader, raising Gross Merchandise Value by 1.5 times and doubling gross order

Furthermore, Shopee has begun to boost commission collecting and eliminate free shipping coupons, with the goal of being profitable by 2021 (Thai Son, 2021).

Figure 5: Traffic Sources of shopee.vn until June 2021 (similarweb.com, 2021)

Figure 6: Traffic of shopee.vn from social until June 2021 (similarweb.com, 2021)

a Stimulate demand

Shopping habits have completely changed during the Covid-19 epidemic, consumers are increasingly taking advantage of online shopping channels (nld.com, 2021) Shopee has launched a series of coupons and promotions to stimulate people to shop online during the pandemic Question will be asked to measure how Shopee has contributed to the change of ratio above

Key question we should to ask of the data

 Amount of people change in online shopping participants?

 Change in gross order?

 Number of app downloads in the period?

Data Source and tools be use to

collect data Plan to collecting data

E-commerce website: Google

Analytics (site optimization)

Shopee’s app

Collect information on user count, total orders, GMV and app downloads in 2020 and

2021 Compare 2 years metrics together, if it doesn't reach set target then campaign unsuccessful in enhancing stimulate demand

b Build awareness

Two main stages in build customer awareness are: Recognize and Recall In first stage, Shopee never stop strengthen communication channels Shopee focuses communication on major and popular platforms in Vietnam such as Facebook, Google Along with that is appearing a lot on public transport, on TV Using the influence of celebrities to represent the brand is a marketing strategy applied by many big brands Shopee is no exception, they invite a lot of celebrities with a

huge fan base in the entertainment world such as: Son Tung MTP, Bao Anh or evenBLACKPINK, a famous Korean group to be the face themselves in campaigns to promote products and brands In second stage, to make consumer recall their brand, Shopee is constantly developing Shopee Game (such as “Shopee Số Gì Đây”), Shopee Live, Shopee Feed, expanding the variety available goods Using Affiliate Marketing (on Facebook, Tiktok) and holding big discount events on special days all year round such as 6.6, 7.7, 11.11, … to increase the number of large customers for the company (zila, 2021).

Key question we should to ask of the data

 Do consumers recognize and recall my brand?

Because the consumer's ability to recognize or recall a brand is central to purchasing decision-making Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category (Rossiter, J.R 1987)

 How often your brand is mentioned on the internet compared to other brands? (Share of Voice)

 The percentage of times your ads were shown out of the total impressions they could have received? (Share of Impressions)

These data provide useful information on not just the quantity but also the quality of your coverage They be used to assess brand position relative to the competition and evaluate the effectiveness of advertising Or we can use it to compare with competitions (Anna Bredava, 2020)

 Change in referral traffic?

The data shows you that your website is linked somewhere else Based on that

we can determine what sort of material works best for spreading your brand name and links and utilize this information to increase your brand recognition

 How many people does the campaign reach?

The size of your specific prospective audience is measured by reach Reach is critical for campaigns since it allows you to determine the potential impact of your posts It is critical for determining the extent of your message's universe and determining the effectiveness of a campaign

Data Source and tools be use to Plan to collecting data

Compare with competitors

to determine brand position.Views by

Display ads

Audience and

TRPS (increase

20%)

Pages with Shopee's advertising

registration (Youtube, Y8,

vuighe.net, FPTplay, etc)

(similarweb, 2021): SEMrush

From SEMrush we can see the percentage of our target customers that see ads, cross-device use, Their ads were seen in the right context or not Based on the above information, compare it with another campaign and adjust the cost and ads position accordingly Referral traffic E- commerce website: Google

Analytic

Monitor changes in referral traffic to assess if my display ads are effective and where should company focus on?

Site visits/clicks

Views (up to

20%)

Social media (Facebook,

Youtube, Tiktok): Facebook,

Youtube tools to tracking these

data

Monitor the change in views for each campaign determine the effectiveness

of a campaign

Figure 7: Referral traffic of Shopee.vn (Jun 2021) (similarweb.com, 2021)

c Influence consideration

Shopee has an eye-catching interface, a variety of items and easy ordering Alsooffers a lot of discount codes and organizes many minigames all year round (Zila, 2021)

Image: Shopee.vn (Shopee.vn, 2021)

Key question we should to ask of the data

 Do my products satisfy consumers' needs or not?

 How consumers are engaging with brand content? (page views, time spent

on product pages, engagement with page content, signups (email,

newsletter), cart additions, bounce rates, and video views)

Because these metrics may also be used to guide choices about the most successful ways to move a customer from contemplation to purchase – and they can provide answers to queries that inform optimizations and identify the behaviors

Because: Google Analytics can afford

to collect the necessary data at a

cheap price

Keep track of data changes over time What pages do customers stop

on, which items spend more time on, and what makes customers feel uncomfortable?

And then compare it withthe previous period, evaluate the campaign and come up with a solution

Figure 8: Traffic overview and engagement ratio of Shopee.vn and Tiki.vn until

Jun 2021 (similar.com, 2021)

d Drive action

Run display ads, banners on many different websites, with eye-catching images accompanied by the message "Tặng khách mới sản phẩm 0đ" and the popup button

"lấy ngay" to stimulate action

Key question we should to ask of the data

 How many percent of consumers are engaging with brand ads, brand content? (Elevating sales and conversions, CTR, View through rate)This data is important for company to evaluate campaign, find out what type of promotion, which form of advertising has a higher percentage of interactions to change accordingly

Data Source and tools be use to collect

Conversions

(increase by

20%)

Display ads: Google Analytics Use Google Analytics to

find out advertising’s situation (Percent of conversion? CTR?