group assignment guidelines plan a digital marketing analysis for pnj

Digital marketing measurement Plan...5I.Identifying the business objectives...5II.Identify the marketing objectives...5III.Define key questions you will be asking of the data, Plan your

GROUP ASSIGNMENT GUIDELINES

PLAN A DIGITAL MARKETING ANALYSIS FOR PNJ

Member

s

2 Nguyen Thi Nhung

3 Phan Thai Quynh Hoa

4 Than Bao Ngoc

5 Hoang Viet Cuong

HS170127 HS173276 HS173066 HS173475 HS173028

Major : Digital Marketing

Supervisor: NGUYEN MINH QUANG

Hanoi, 2023

Table of Contents

A Introduction 3

I Company Introduction / Target customer 3

II.Evaluate the application of digital towards Marketing mix within the chosen firm 3

B Digital marketing measurement Plan 5

I.Identifying the business objectives 5

II.Identify the marketing objectives 5

III.Define key questions you will be asking of the data, Plan your approach to collecting your data — the data you require and the sources (and tools) you will use 6

1.Brand Measure: 6

2.Consumer Outcomes 10

3.Customer value 14

4.Attribution 18

C Recommendations and Conclusions 23

I.How did your digital marketing analysis and measurement contribute to the overall marketing strategy of that organization? 23

II.What recommendations can you give to the organization for their future digital marketing strategy? 24

D References and Appendices 26

I Company Introduction (History/ Vision/ Mission/ Product (service)/ Target customer

- History: Phu Nhuan Jewelry Joint Stock Company (PNJ), formerly known as Phu Nhuan Jewelry Store, was established on 1988 The company went into operation under the corporate model shares since 2004 It manufactures and markets fine jewelry pieces, stamped gold bars, and jewelry products made of gold and silver Additionally, it deals in precious metals and gemstones used in the production of jewelry In Plimsoll's 2010 list

of the 500 largest jewelry companies worldwide, PNJ was rated 16th

- Mission and Vision: The goal of PNJ is to continually raise consumer satisfaction by expanding its selection of high-quality, affordably priced goods and services, enhancing its management and production methods, and enhancing the handcrafted artisans' abilities They aim to become the leading fashion jewelry brand with the core of Creativity, Sophistication and Reliability PNJ is constantly innovating and developing tobring customers high-class products, with true value and honoring human beauty As the leading enterprise in Vietnam, PNJ always meets the needs of users with superior productlines, diverse designs, diverse quality but much more A profound and valuable message

As a leader in the jewelry market, PNJ is constantly innovating, developing, enhancing existing products and developing new products to meet all needs of domestic and international customers Creating and producing unique pieces of jewelry for specific customer segments is the company's long-term strategy

- Products: PNJ's main products include high-end jewelry such as fashion accessories, earrings, necklaces, gold, precious stones, diamonds, etc In addition, PNJ also has a product line of Corporate Gifts for companies

- Target customer: Demographics and psychology were the two segments that PNJ successfully addressed PNJ has used a diverse marketing plan because its sub-brands cater to various customers PNJ Silver is a mid-range brand that targets middle-class youth between the ages of 15 and 25 with modernity, style, and fashion The brand creates a picture of a contemporary young woman who aspires to transform herself into someone exceptional, alluring, and sparkling Unlike PNJ Silver, Style by PNJ caters to youthful middle-class customers who want their jewelry and accessories to represent their individuality via innovation, style, and change PNJ gold primarily sells gold jewelry and precious stones to middle-class and lower-class people between the ages of

25 and 45 The item has a delicate, rich, and attractive design

II Evaluate the application of digital towards Marketing mix within the chosen firm

Explain the concept of Digital MKT: The most severe change of PNJ in the digital era and internet marketing was during the advent of the covid-19 epidemic They change in:

- Message shifting: The messages sent have content related to the prevention and repelling of COVID-19

- Shifting the array: When COVID-19 occurred, PNJ launched a campaign to allow

buyers to pre-order the amount of gold they want to buy on the day of the God of Fortunethrough PNJ's website to avoid gathering and queuing

- Move online: PNJ has been able to do what everyone thought impossible, which is to

buy gold, silver, and jewelry online

- Move to livestream: Livestream sounds like streamers, but PNJ can do it with a

Livestream all gold and diamonds

- Highlights Strategies: PNJ also builds videos following their model series to promote

their products

- Applying storytelling in PNJ's campaigns: Fashion and love are the two key themes

that PNJ is utilizing in its stories When it comes to fashion, PNJ concentrates on subtly bringing items to life while striking a powerful chord with women's psyche A lady can shine whenever she uses her products, whether she is going to work, going out, meeting friends, or just having a normal day When it comes to love, PNJ deftly positions itself as

a witness for the love of the couple who is about to cross the barrier of marriage Even though the TVCs they produce are straightforward, the tenderness of love nevertheless charms viewers Not only that, but the love narrative of PNJ is also incredibly beautiful and kind Every storytelling campaign consistently evokes a great deal of empathy from consumers, especially young people, who are the hardest demographic to sell to Evaluate the Digital MKT mix 4Ps

- Price: PNJ provides a range of goods and products based on the demands of its

clients, and its jewelry lines are regularly updated with new styles and patterns Particularly, the client base is growing in terms of both age and style, and prices are also increasing in line with the diversity of products As a result, PNJ is able to sell products

to all market sectors and attract all customers, greatly increasing their profitability

- Product: The introduction of a product marketing strategy from the early days of

brand development has helped PNJ achieve great success It was taking gold bars as the main product of the brand, when at that time consumers tended to hoard gold bars, and then in 2009-2011, when the financial market fluctuated, the price of gold increased helpPNJ increase revenue Gold bar sales accounted for 50% of total revenue of VND 17,300billion in 2011 Then, when gold bars were no longer a profitable product, PNJ turned to jewelry business This has helped PNJ achieve certain achievements

- Place: Consumers increasingly tend to use products of famous brands Therefore, the

larger the brand, the greater its influence on consumers PNJ knows this, so they set up

stores in big cities where people have decent incomes Thanks to the increasing market share and distribution channel year by year, easily expanding the market, PNJ has 330 stores in almost 64 provinces and cities with an online ordering website.

- Promotion: Communication strategy is a strength of PNJ, PNJ always knows how to

deeply research into the psychology of many classes of customers Specifically, the campaign of Golden Happiness or Priceless Gifts has brought good results for the No 1 jewelry brand in Vietnam For example, the Priceless Gifts campaign, all videos are shot with realism Make viewers understand that women are priceless and deserve good things All viewers of the clip are familiar with the PNJ brand The majority of the tales are inspiring and rich with lovely life lessons Each short story has its own substance, which draws the interest of many readers and encourages access As a result, this is regarded as a communication tool that has assisted PNJ in building relationships with jewelry-loving clients

B Digital marketing measurement Plan

I Identifying the business objectives

With highly regarded work parts and multiple distribution channels Combined withbuilding a large loyal customer base PNJ in 2022 broke through to maintain recordgrowth with revenue of VND 33,867 billion and profit of VND 1,811 billion Towards

2023, PNJ sets a business plan of 35,598 billion dong in revenue and 1,937 billion dong

in profit, increasing by 5% and 7% respectively over the previous year by expanding thecustomer base and launching new products new, increasing market share in the gemindustry

II Identify the marketing objectives

Marketing objectives are the desired outcomes a brand aims to achieve through its marketing efforts According to Davey (2023), these objectives should be specific, measurable, achievable, relevant, and time-based.A marketing goal, on the other hand, is

a well-defined and measurable set of objectives established within the marketing plan Marketing goals are closely aligned with the overall business goals

In the case of PNJ, their business goals for 2023 revolve around revenue, profit, and market share growth To successfully accomplish these objectives, PNJ's marketing goal

is to focus on building brand awareness, fostering loyalty among customers, and generating demand for their products or services

collecting your data — the data you require and the sources (and tools) you will use.

- Key question:

1 How much of the PNJ advertisement was seen and read about it?

2 How many different people did PNJ's advertisements reach?

3 How do I take gadgets into account in respect to people?

4 What proportion of the intended audience actually viewed the PNJ advertisements?

5 Were people rather than bots paying attention to our advertisements?

6 Were PNJ's advertisements regarded in the proper light?

7 How did these advertisements affect PNJ's brand metrics?

To answer these questions, I have been given a tool Integral Ad Science (IAS) Integral Ad Science:

Integral Ad Science (IAS) is a leader in digital ad verification globally, assisting brands, agencies, and publishers in the activation and optimization of effective campaigns

How does they work: Integral Ad Science explores the reasons why people prefer

contextually relevant advertisements, revealing the kind of links that people believe to be strong contextual cues and what this means for the business

The company's services help users improve the quality and effectiveness of their campaigns

AS through tools that help place ads next to non-offensive content to ensure brand safety, verify that ads are viewed by humans, not bots, to avoid fraud, and measure that the advertisement is in plain sight of the consumer

Identify more humans and stop more bots According to a study by IAS, in the world, the rate of ads that are not anti-fraud is always higher than those that are anti-fraud.Here are 2 breakdowns of the anti-fraud optimization rate in countries with the Desktop display format and Mobile web display Singapore with ads displayed on computers in Singapore with an anti-fraud rate of 4.9 % but with ads displayed on mobile devices in SGP only has an anti-fraud rate of 0.9%.

When using the Ad fraud function of AIS, we can identify anomalies, distinguish real human behavior from bots

=> See all fraudulent behavior on all channels and platforms

- Brand safety & suitability:

Currently, in the digital world, there is a lot of content, and not all

content is suitable for the brand's message, value, or objectives

Therefore, the function of brand safety & suitability helps us control the

context in which advertising appears ⇔ to develop and protect the

brand Take advantage of context to strengthen and expand your

brand

For example, your brand's advertisement for fruit juice products cannot be placed in a negative context

-> should be placed in a positive element site

=> Then your ads will be fully effective while helping to develop and protect the brand

- Contextual targeting: Reach your intended audience in a cookie-free environment

In the Contextual targeting function, it will be more detailed that it is placed in the right context but at the same time, it also reaches the target customer

=> deeper content classification

=> help advertisers adjust ad placement

=> precision targeting approach on a large scale

Here is a breakdown of viewability rates around the world black dot - ads shown on the web of mobile devices - the average rate is less than 70% The rest have an average rate ofover 70% Video ads in the mobile environment had a viewability rate above 80% during this period

Example:

In Australia in 2022 The ability to view ads displayed on desktop is only 74.6% likely to see video ads on the web on mobile devices compared to 81.8%

=> For Australia, we should focus on serving ads on mobile web videos to reach as many viewers as possible

- Efficiency & optimization: Make the most of every cent and every second

- Device graph:

Device graph to represent user journeys across different devices use user ID database

=> counts devices and platforms related to an individual

=> and allows tracking user behaviour across multiple devices

- Conducting surveys before and after the campaign:

Measure changes in brand awareness Surveys are conducted among the target audience tounderstand their perceptions, considerations and preferences for the brand

=> The results of the surveys are then compared to determine the campaign's impact on brand lift

- Information is easily accessible, and the homepage is simple to understand

Cons:

- Due to the fact that it is a member of the enterprise platform category, using it is difficult and necessitates contacting a third party company

- The cost of big data analysis tools is high

Price:

- There is no price listed

- Depending on the unique demands and requirements of each customer, costs for Integral Ad Science goods and services may change

2 Consumer Outcomes

Consumer Outcome: Outcomes occur along the consumer decision journey and the path

towards a sale They are important for any brand to measure as they try to influence that consumer behavior Consumer outcome measures seek to determine the value of marketing activity to key business outcomes such as revenue, sales volume, and market share (Theory of digital marketing analytics professor Kevin Hartman)

Key Question:

1 How many keyword searches in the website?

2 How many users are accessing PNJ's website?

3 Where does your revenue come from?

4 What is the customer buying decision process like?

5 What is the conversion rate on the PNJ website?

Kissmetrics

Kissmetrics is a powerful web analytics tool that offers useful data and user interaction onyour website Businesses may use these insights into user activity, conversion monitoring, and client segmentation to make data-driven decisions that will enhance their marketing strategies and increase conversions Features from Kissmetrics include cohort analysis, funnel analysis, and more It is made to assist companies in comprehending the consumer journey and customizing their marketing plans accordingly

How does it work?

It creates a thorough picture of user activity on your website by collecting acquisition information from each visitor Additionally, you can use analytics to broaden your product's user base, which will increase sales Your whole revenue is depicted in the Revenue Report You may find, comprehend, and enhance the metrics that power your internet business with the aid of Kissmetrics, a person-based analytics tool Kissmetrics make it simple to get the information you need to make better product and marketing decisions

- It offers customers a wide range of security and administration capabilities and has good viewing and setting possibilities.

- This tool offers a lot of statistics and information

- Users can monitor sessions on desktop and mobile devices

- For users who are unfamiliar with analytics tools, the platform might be confusing and

daunting Businesses that rely on the data to make choices may have trouble due to user reports of data accuracy and reliability difficulties

- Compared to some other analytics tools, like Google Analytics, Kissmetrics does not

provide as many capabilities The technology does not provide real-time data, which can

be problematic for companies who want the most recent information

Funtions:

- See which features are being used by which customer plans

- Track daily, weekly, and monthly active users

- Discover the most viewed pages on your site by your best customers

- Compare feature usage over time Identify what caused certain activities to rise or fall

- Review signups drilled down by plan, device, campaigns, (answer to the question How many users are accessing PNJ's website?, How is the customer's purchasing decision process?)

- Set up and track KPIs that are important to your business

- By collecting data from a variety of sources and applying analytical tools, helps you track, analyze and report unique key numbers like, conversion rate, profit and other business items.

- You can track your overall conversion rate, the conversion rate of each step in the conversion process, and user interactions with elements on your website (Answer to questions: How much of your revenue comes from online sales?, What is the conversionrate on the PNJ website?)

Ahrefs

Ahrefs là bộ phần mềm SEO (Search Engine Optimization: Tối ưu hóa công cụ tìm kiếm) chứa các tính năng để xây dựng liên kết, nghiên cứu từ khóa, phân tích đối thủ cạnh tranh,theo dõi xếp hạng web, lưu lượng truy cập và hiệu suất bán hangf của trang web

How does it work?

Alrefs works from crawling the web, called AhrefsBot It crawls by links and stores a large amount of information including the content, the format structure of a web page, keywords and related data Users want to find information through keywords including

search volume, keyword difficulty, related keywords and traffic potential Ahrefs allows users to track their website rankings for specific keywords over time.

Illustrations for backlinks

- There is a comprehensive amount of information shared from social networking sites Facebook, Twitter, Pinteres,

- Has an easy to use interface, easy to find information It also provides detailed and reliable reports on the collected data and related metrics

Cons:

- This is an expensive tool This is a huge barrier for small and medium enterprises

- Ahrefs' basic plan has limits on the number of queries and data accessed, limiting the ability to research and analyze details for large projects

- Some data in Ahrefs may not be updated in real time, but only periodically

- Ahrefs only supports popular languages, and may not fully support other languages, this limitation is huge for people who only know their own language except for users of popular languages