ẢNH HƯỞNG của CÔNG NGHỆ tới HOẠT ĐỘNG MARKETING HIỆN NAY

MARKETING MANAGEMENT ẢNH HƯỞNG CỦA CÔNG NGHỆ TỚI HOẠT ĐỘNG MARKETING HIỆN NAY I) Introdution : During the current economic market, competition is always a top challenge for every company To improve business efficiency, enhance competitiveness, businesses need to improve awareness and practice in business marketing Especially at the present time, modern marketing and business management as philosophy Marketing is an essential method in management and dissemination of business enterprises Therefor, Marketing has a very important role Every company choose different marketing methods for themselves and Social Marketing is becoming one of the preferred choices In a time when social networking has become an indispensable part of life, the Social Marketing appears to be a trend, bringing more benefits to the business II) Content : Definition and the historical development of Marketing: 1.1.Definition : We know that between production and consumption that the isolated location and significant differences Through marketing activities, the manufacturers can understand customers, satisfy the needs and aspirations of their customers, which become the successful business with higher profits There are many different concepts about Marketing, depending on the actual circumstances and different perceptions that people have different definitions about Marketing Overview Marketing we can understand Marketing is the general types of activities in order to identify the unmet needs of consumers; looking for the products (or services) to satisfy this demand to produce and present products reasonably; distributing them to those locations with favorable price and right time for consumers, and also very useful for business Due to its nature, Marketing plays a leading role in the market economy system It is a powerful and vital tool to help enterprises to survive and grow Marketing is “the heart” of all activities in enterprises So, all the decisions about market are needed to conduct first, and other decisions depend on marketing decisions So ever since appearing Marketing ? 1.2.Development History of Marketing: At first, Marketing appears through discrete behaviors associated with the certain situations of exchanging In the first period, production has not developed, the scope of the market, the number of suppliers is limited so the scope of marketing activities is confined To introduce products or services people often have to use manual methods such as word of mouth or use the public media as advertising on television, radio, newspapers, posters, etc Nowadays world is growing, human life is enhanced, economic grows with high speed, scientific and technical advances rapidly happens lead to the competition is more and more hard, business risks are more and more rising At this time, the working range of marketing modern is bigger, so that only using the tradition marketing is not enough The development of science and technique increase high, people use the modern social media to Marketing 1.3.Definition of Social Networking and their effects : The trend of globalization is happening in the world, it has made a tremendous impact on the development of the media sector The development of the Internet is an important factor in making the transfer of information to areas in the world with ease and convenience Official appears in Vietnam in late 1997, to now, Internet appears everywhere With the benefits that Internet brings, the percentage of Internet users is constantly increasing every year According to the Center of International Internet data, Vietnam ranked 18th of 20 countries with the largest number of Internet users in the first quarter of 2012 the world Specifically, as of the date of 31/3/2012, Vietnam has 30,858,742 Internet users, accounting for 34.1% of Vietnam's population and 1.4% of world population Compared with other countries, Vietnam has the number of Internet users stood 8th in Asia and 3rd in Southeast Asia (after Indonesia and Philippines) If compared to the number of Internet users in Vietnam before 2000 to only 200,000 people, after 12 years, number of Internet users Vietnam has increased more than 15 times Internet access time also increases: Looking at the chart we can see that more than 50% of people participate in this survey online more than hour a day This shows that the attractiveness of the Internet is increasing significantly One of the best developments on Internet is social network Social network is a web which allows you to connect with friends and family, share pictures, video, music and other personal informations with a group you choose or a crowd … depend on the settings of your choice Social network as Facebook, Myspace, Youtube, Twitter… is the wonderful way to keep in touch with friends and family in around the world as well as connect with others who have the same hobbies or job There are many kinds of social network which you can participate in – and they’re all free Here is a survey of the number and percentage of people are engaged in social networking sites: Percent of People Who Use Social Networks Percent Yes Do you ever use / have a profile on… (Poll Taken in early 2012) Any social network 58 % Facebook 56 % LinkedIn 14 % Twitter 11 % Google+ 9% Social Network Statistics Data Total number of Facebook users worldwide 1.4 Billion Total percentage of 18-24 year olds who already use social media 98% Total percentage of people on Earth who use Facebook 11% Total amount of minutes people spend on Facebook every month 700 billion Average amount of time a person uses Facebook per month 15 hours 33 minutes Total amount of people who access Facebook with phone 250 million Total amount of websites that have integrated with Facebook 2.5 million Total pieces of content shared on Facebook each month 70 billion Total amount of unique YouTube users per month 490 million Total amount of YouTube page views per month 92 billion Total amount hours spent on YouTube per month 2.9 billion Total amount of articles hosted by Wikipedia 17 million Average pictures uploaded to Flickr per minute 3,000 Total amount of pictures hosted by Flickr billion Average amount of tweets per day 190 million Percent of teenagers who log on to Facebook over 10 times per day 22% Percent of Facebook users under the age of 10 25% Source: Browser Media, Socialnomics, MacWorld This strong development of Social network has taken Marketing to a new form known as “Social Marketing” Social Marketing : 2.1 Definition of Social Marketing : Today, with the explosion of the internet, in Marketing strategies of each company, Social Marketing has occupied an important position So what is Social Marketing? Social Media Marketing (abbreviated SMM): Be translated as marketing communications on social networking sites Social Media Marketing is a method of mass communication (social) based on the online services - means the sites on the Internet Users create communication products such as: news, posts, pictures, videos… Then publish them on Internet through the social networks or forums, blogs … these news posts are online community shared and feedback (commented) so they always be dialogical This is a new trend of communication It is different from previous media Special Features of Social Media Marketing Social Media Marketing is built based on the content link, which takes place in a process of dialogue from many sides, not monologue from the manufacturer Social Media Marketing is a slow process communication Effective campaigns are accumulated over time And the most important Social Media Marketing IS NOT A MASS MEDIA, because it works based on three factors: participation, connection and relationship Common practices of a process Social Media Listen and collect market information and have an insight and intelligence look on customers It participate to discourse two-dimensional to send your message and obtained encyclical from sides contrariwise Faith let your customers tell your new customers, rather than your own (Viral, Word of Mouth) Support your customers will support each other instead of yourself Embracing build your website better through collaboration with customers Finally Build Traffic Social Media means to link back to your website through bookmarks, feeds, SEO Types of SMM Social News: Digg, Sphinn, Newsvine we can read messages from topic then we can vote or comment Social Sharing: Flickr, Snapfish, YouTube we can made, share pictures, video for everybody Social Networks: Facebook, LinkedIn, MySpace, and is the clearest representation of this type allows friends can find each other and share Social Bookmarking: Delicious, Faves, StumbleUpon, BlogMarks and Diigo is the place where we can share or bookmark sites we interested 2.2 Comparison between Traditional Marketing and Social Marketing: Internet is used more and more today In addition, the user's behavior is also changing, it makes Social Marketing has a condition to develop more As the Internet is channel 2way interaction between the marketer - the traditional marketing customers become more disadvantaged Advantages of Social Marketing: * More customers online * As a strategy-based marketing, customer trends * Reach customers continuously 24/7 * 2-way interaction between businesses and customers * Correct approach to each client (1 to 1) * Data and information can be easily stored * Information and content can be customized * Efficiency can be measured * Low Cost Comparison between Social Marketing and Traditional Marketing: Characteristics Social Marketing Traditional Marketing Method Using the internet, digital devices Mainly use the mass media Space Do not be limited by national borders and territories limited by national borders and territories Time Feedback At all times, quick response, updated after a Only a certain number of hours, few minutes take time and effort to change the ad or clip Clients receive information and immediate It takes a long time for customers feedback to receive information and feedback Clients Can select a specific object, direct access to Do not select the specific target customers groups Cost Low, with a small budget is still done, can control advertising costs High, large advertising budget, is set for times Information Storage Storing customer information easily, quickly Very difficult to store customer information 2.3 Benefits of Social Marketing: * About Finance: Social Marketing helps businesses save a lot of expenses If you have a clear strategy, market analysis and customer-specific objects, make sure the effectiveness of marketing through social networking will not be inferior to traditional advertising methods Moreover, using social networks is not only the trend that has become a habit for millions, billions of users worldwide Thus, the expenses is not high, business ads will appear throughout and achieve optimum efficiency * About the product Along with the cost limit will create valuable products more competitive , attracting the attention of new customers from the value of the product , information on client products are easy to find accurate information to avoid interference from the wrong products because of public opinion , not in accordance with the nature of business products * About the competition Because information on the internet is not limited to space and time , so businesses can easily control the activities as well as new product strategies of competitors , as well as capture the trend direction of the fast market , * On the possibility of global marketing Enterprise capable globalization of services and products through its Social marketing, for convenience and is not limited to its geographical With Social marketing, product and images of businesses will easily transmitted around the world, along with automatic payment forms, businesses can sell their products anywhere and at any time help improve business performance significantly Additionally, businesses can expand markets through access to suppliers, customers and partners around the world How VN has applied Enterprise Social Marketing? With its positive benefits of Social Marketing, there are many company used effectively in Vietnam An example of that is the trademark of Sting energy drink company PepsiCo Vietnam Nowadays, the beverage in Viet Nam very difficulty with manufactures because manufacturers as well as abroad continuously launching new products, or changes in the product packaging In 2002, Product of the first energy drink energy drinks PepsiCo VN is Sting was born Then Sting is subject to direct competition with two major brands are Red Bull and Number One But PepsiCo VN has cleverly entering the energy drinks market They did market research meticulously and marketing methods applied skillfully, especially Social Marketing Target customer  Young people , dynamic  Interested in new things and freedom Business Target  Increase brand awareness  Increase sale Media Target  Remind brand  Increased interaction with customers Solution that Sting has launched: _Make a microsite: Where the company gives information about events, watch videos and play games (amazing race - to be broadcast weekly in primetime on VTV3) _Viewers connected and engaged community on Facebook _Connect with audience, sharing clips via youtube The results : _More and Half a million followers "race" is _More than 70000 people loved the show as well as product _Increase of interaction Since then we see the tremendous power of Social Marketing gave Sting particular products as well as general company PepsiCo VN If only the traditional marketing (advertising on radio speakers, tv) products is unlikely to attract much attention from the audience But when applying Social Marketing, products become more prominent, more attractive III) Conclusion : Interoperability, transmission, sharing is the most wonderful advantage makes Social Media is increasingly popular Demand increasing plus the socialization support of the smart mobile device users today consider social networking as an integral part of life Advertising on social networks is now becoming popular with the participation of many businesses The activities on the social network bring high efficiency for individuals and businesses Although the market opportunity is very large (more than 900 million Facebook users, 200 million Twitter users) but social networking is not a fertile ground for all companies to participate and success If you know how to exploit Social Marketing, at a cost almost equal to "0", you will see the effect that it brings is enormous Take proper awareness of the role and importance of Social Marketing to use it most effectively _The End_ Thank you for reading !!! Documentation : http://www.slideshare.net/InfoQResearch/social-media-marketing-report-vn-2013 http://www.social-marketing.com/Whatis.html https://www.facebook.com/notes/marketing-xa-hoi/marketing-x%C3%A3-h %E1%BB%99i-t%E1%BA%A1i-vi%E1%BB%87t-nam-c%C3%A1i-nh %C3%ACn-t%E1%BB%95ng-th%E1%BB%83/141707329620 http://vinamax.edu.vn/kien-thuc/su-khac-biet-giua-marketing-online-vamarketing-truyen-thong-33.html http://lammarketing.vn/social-marketing/ http://lammarketing.vn/social-marketing/3-cach-hieu-sai-lam-ve-social-mediamarketing-tai-viet-nam/ ... http://vinamax.edu.vn/kien-thuc/su-khac-biet-giua -marketing- online-vamarketing-truyen-thong-33.html http://lammarketing.vn/social -marketing/ http://lammarketing.vn/social -marketing/ 3-cach-hieu-sai-lam-ve-social-mediamarketing-tai-viet-nam/... network has taken Marketing to a new form known as “Social Marketing? ?? Social Marketing : 2.1 Definition of Social Marketing : Today, with the explosion of the internet, in Marketing strategies... strategies of each company, Social Marketing has occupied an important position So what is Social Marketing? Social Media Marketing (abbreviated SMM): Be translated as marketing communications on social