Slide bài giảng MARKETING ONLINE: chap 1 introduce digital marketing

2/28/2018 Thông tin giảng viên SUBJECT INTRODUCTION Giảng viên: Huỳnh Hạnh Phúc Điện thoại: 0938925987 Email: hanhphuc25@gmail.com Facebook: facebook.com/thayphuchuynh Phúc Huỳnh (Thầy Phúc) Website: thayphuchuynh.wordpress.com THS HUỲNH HẠNH PHÚC Intro Subject: Digital Marketing Credit: Class: 15 buổi Reference Main textbook Digital marketing for dummies Damian Ryan, Tiếp Thị Số từ A đến Z, năm 2015, nhà xuất Lao Động Tài liệu tham khảo Kent Wetime - Ian Fenwick, Tiếp Thị Số - Hướng Dẫn Thiết Yếu Cho Truyền Thông Mới Và Digital Marketing, năm 2009, nhà xuất Tri Thức Program Learning Outcomes 1.Define what Digital Marketing is and the marketing Online activities are 2.Present and be able to use the Digital Marketing Tools effectively? 3.Present the process to propose a Digital Marketing plan 4.Planning and evaluate a Digital Marketing Communication campaign 2/28/2018 Course Student Learning Outcomes (SLOs): Grading Scheme After the course, students are expected to be able to: 1.Explain the necessity of applying Digital Marketing tools to business’s marketing strategy and plan 2.List and classify Digital Marketing tools and channels 3.Present and describe the steps to set up Digital Marketing plan 4.Use the Digital Marketing tools as a basic level 5.Propose the Digital Marketing communication programs 6.Evaluating the effectiveness of the Digital Marketing communication program Content Mid term test Rate 20% Number: Duration: 60 mins (in class) Type: writting opened book Final exam 50% Type: writting Duration: 90 – opened book Tổng cộng Content Rate 50% 20% - Group presentation and working in class 10% - Final group presentation (1b) Class attandance 10% 10% - Full class 10 - Absent class - Absent class - Absent from class Grading Scheme Grading scheme (1c) Process evaluation (1a) Process mark (20%) 100% Course Grading Individual report Group project Practice in the class Mid-term Exam Final Exam Participation 15% 20% 15% 20% 20% 10% Final Grade A B C D F (Fail) Final Score 90- 100 80- 89 70- 79 60- 69 0- 59 2/28/2018 Presentation (group) Presentation (group) Students will form into teams with the direction from the instructor about size and composition Each team will propose a Digital marketing communication plan for a specific brand/product/service of a company Each group is required to presentation for the whole semester Each presentation will last 20 minutes plus 10 minutes for questions and answers The groups have to hand in both hard-copy and soft copy of their power point slides to the instructor on the presentation day Everyone in the group has to present Those who not present with the group at the presentation date will receive only 50% of the mark given to the group There is no extension approval for group presentation You was a marketing team working for an agency You have just received a digital communication project from customer, company A Customer A requires you to plan a digital communication campaign for their company's brand X Please analyze: Business environment factors of brand X Competitive elements of brand X SWOT analysis Recommended marketing communication campaign objectives Propose a digital marketing tool that is suitable for brand X Propose implementation plan      Media message Media content Campaign schedule Budget Monitoring, evaluation and contingency plans Course Calendar Week Course Calendar Content Chapter 1: Class assignement Class Discussion Introduction of Marketing Online Chapter 2: Class Discussion Planning Marketing online campaign Chapter 2: (Cont.) Class Discussion Planning Marketing online campaign Chapter 3: Building website 2.0 Chapter 4: Search engine marketing Chapter 4: Search engine marketing Chapter 5: Week Content Chapter 6: Class assignement Online display advertising Class Discussion 10 Chapter 6: (Cont.) Online display advertising Practice Google Display Networks Ads (GDN Ads) 11 Chapter 7: Public Relation 2.0 Class Discussion Practice propose homepage, site map and website functions 12 Chapter 7: (Cont.) Public Relation 2.0 Present a PR 2.0 idea Class Discussion 13 Chapter 8: Email Marketing Practice: write an email marketing Practice: Google Adwords 14 Chapter 9: Evaluate the effect of marketing online campaign by Google Analysis Revision for the final exam Practice: Google Analysis 15 Group presentation Submit individual report Presentation Practice: Facebook Ads Social media marketing Revision for the Mid-term exam Midterm-Exam MCQ + Case study Questions Chapter 1, 2, 3, 2/28/2018 CHAPTER OBJECTIVES CHAPTER 1: INTRODUCTION OF DIGITAL MARKETING THS HUỲNH HẠNH PHÚC CHAPTER CONTENT The concept of Digital Marketing applies in business Trends of Digital Marketing User behavior on the Internet Difference with Traditional Marketing and Digital Marketing Understand the trend of digital marketing in Vietnam and in the world Understand the user behavior on the Internet Distinguish between Traditional Marketing and Digital Marketing Listing and using Digital Marketing Tools What is Digital Marketing? "Digital Marketing is a strategy for using the Internet as a channels for marketing and communication." Asia Digital Marketing Association 2/28/2018 What is Digital Marketing? "Digital Marketing is the implementation of product and service promotion activities by using online database-driven distribution channels to reach customers at the right time, right demand, right target customer the object at a reasonable cost " Jared Reitzin, CEO – mobileStorm Inc "Digital Marketing is the management and execution of marketing activities using electronic media such as website, email, iTV, wireless media and digital data on the characteristics and behavior of customer." Dave Chaffey, Insights Director at ClickThrough Marketing GROUP DISCUSSION Read the following slides having many charts Analyze these charts and tell me: Why does Digital Marketing become more important nowadays? If Vietnamese companies want to digital marketing, what kind of things they need to focus on? Writing some notes on paper and give to lecturer when you have done Consumer barometer with Google 2/28/2018 2/28/2018 SMART SHOPPER 2/28/2018 VIETNAM MOBILE TRENDS 2/28/2018 2/28/2018 2/28/2018 52% VIETNAMESE WATCHES VIDEOS EVERYDAY YOUTUBE IS A VERY EFFECTIVE CHANNEL 2/28/2018 GROUP DISCUSSION Read the following slides having many charts Analyze these charts and tell me: Distinguish between traditional and digital marketing? Why does digital marketing better than traditional marketing? TRADITIONAL VS DIGITAL MARKETING 2/28/2018 DIGITAL MARKETING DEFINITIONS DIGITAL MARKETING TOOLS MARKETING RESEARCH ADVERTISING SELLING CUSTOMER SERVICE DIGITAL MARKETING DEFINITIONS 2/28/2018 DIGITAL MARKETING DEFINITIONS CTR – Click-Through Rate identifies the percentage of people who click on link Usually placed in an email, an ad, website page… etc The higher the CTR percentage, the more people went through CTR is extremely important for many parts of the Digital world DIGITAL MARKETING DEFINITIONS Cost per Click Cost per Click is a pricing model where companies are charged by publishers for every click people make on a displayed/test ad which leads people to your company’s website (hopefully to a landing page!) DIGITAL MARKETING DEFINITIONS DIGITAL MARKETING DEFINITIONS CPM – Cost per Thousand/Miles Cost per Thousand is a pricing model where advertising impressions are purchased and companies are charged according to the number of times their ad appears per 1,000 impressions It’s definitely a favorite form of selling ads by publishers because they get paid regardless by just displaying ads CPM model really only makes sense if you are trying to increase brand awareness CPM – Cost per Thousand Cost per Thousand is a pricing model where advertising impressions are purchased and companies are charged according to the number of times their ad appears per 1,000 impressions It’s definitely a favorite form of selling ads by publishers because they get paid regardless by just displaying ads CPM model really only makes sense if you are trying to increase brand awareness 2/28/2018 DIGITAL MARKETING DEFINITIONS DIGITAL MARKETING DEFINITIONS Cost per Acquisition Cost per Acquisition is a pricing model where companies are charged by advertising platforms only when leads, sales or conversions are generated It’s been around for awhile but has been generating much more traffic as a common pricing model in late 2013 and early 2013 Best part about CPA is you are only charged for the results that you want Advertisers place more importance on this type of CPA advertising than both CPC (cost-per-click) and CPM (paid on impressions) advertising DIGITAL MARKETING DEFINITIONS DIGITAL MARKETING DEFINITIONS 2/28/2018 DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS Facebook Ads DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS Interactive Ads 2/28/2018 DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS CÁC CÔNG CỤ DIGITAL MARKETING 2/28/2018 DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS Mobile marketing DIGITAL MARKETING TOOLS ... 2/28/2 018 DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS CÁC CÔNG CỤ DIGITAL MARKETING 2/28/2 018 DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS Mobile marketing DIGITAL MARKETING. .. impressions) advertising DIGITAL MARKETING DEFINITIONS DIGITAL MARKETING DEFINITIONS 2/28/2 018 DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS Facebook Ads DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS... traditional and digital marketing? Why does digital marketing better than traditional marketing? TRADITIONAL VS DIGITAL MARKETING 2/28/2 018 DIGITAL MARKETING DEFINITIONS DIGITAL MARKETING TOOLS MARKETING