PHÂN TÍCH các CÔNG NGHỆ MARKETING mới và sức tác ĐỘNG của CHÚNG en

CÁC CÔNG NGHỆ MARKETING MỚI VÀ SỨC TÁC ĐỘNG CỦA CHÚNG Marketing Management The new marketing technologies and their impact Index I INTRODUCTION II GUERRILLA MARKETING A WHAT IS GUERRILLA MARKETING? B THE PRINCIPLES OF GUERRILLA MARKETING C THE TYPES OF GUERRILLA MARKETING D THREE BASIC FACTORS A GUERRILLA MARKETING CAMPAIGN E THE IMPACT OF NEW TECHNOLOGY IN GUERRILLA MARKETING III MOBILE MARKETING WHAT IS MOBILE MARKETING ? B THE POTENTIAL OF MOBILE MARKETING C MOBILE MARKETING SYSTEM D MOBILE MARKETING – POTENTIAL SOLUTION FOR NEAR AND MEDIUM FUTURE 11 IV CONCLUSION 12 V REFERENCES 13 Page of 13 CONTENTS I INTRODUCTION Communications help businesses existence and grow, creating relationships with customers and stakeholders, enhance the efficiency of the organization, enhance mutual understanding and above all, give information products and services to the enterprise market Information technology, such as the Internet, mobile, social media, and the system of customer relationship management affect the way companies communicate with existing customers and potential The technologies such as web, mobile, social media, and the system of customer relationship management affect modern marketing These new forms of communication are changing context of communication and message types of strategies that organizations use For Vietnamese businesses, especially small and medium enterprises, By applying new technology in marketing is an important factor to improve marketing effectiveness guerrilla marketing application and Marketing in the mobile communication environment and modern information technology today is a combination of logical to have marketing campaigns with the lowest resource cost and highest efficiency The contents of the article and to learn about guerrilla marketing and mobile marketing and its impact on how the field of marketing in the near and medium term future II GUERRILLA MARKETING a What is guerrilla marketing? As defined by Levinson, guerilla marketing is an unusual method to conduct trade promotion actions with a limited budget Indeed guerrilla marketing style marketing is not based on any of the shortcut Enterprises use whatever they think is unique, little money and of course that is appropriate for law development to Page of 13 marketing your business Guerrilla Marketing is based on the time, energy and imagination rather than a big marketing budget Typically, guerrilla marketing campaigns are unexpected and unique, with the ability to interact and consumers are targeted in unexpected places b The principles of Guerrilla Marketing Arts guerrilla marketing innovative practice was long, the American marketing expert Jay Conrad Levinson formally introduced in 1983 The expert presented the concepts and principles along with the " guerrilla tactics " to help small and medium organizations improve competitiveness, increase efficiency based on the competition of private investment only, gray matter instead of investing heavily in expensive media Guerrilla Marketing is mainly for small and medium businesses The idea should be based on human psychology rather than experience, judgment, and guesswork Rather than investing in cash, investments of marketing should focus on the time, energy, and imagination Key statistics to measure your business is the amount of profits, not sales Instead of focusing on new customers, aim for more referrals Ignore the competition and concentrate more on cooperating with other businesses The combination of marketing methods for a campaign Use current technology as a tool to build your business The message is aimed at individuals or small groups, the smaller the better Characteristics of guerrilla marketing methods are fast, neat and accurate Because of characteristics that should require guerilla marketing people have but yet only appropriate and as often as the associate, compare and put their products in any specific situation of life The number of customers will increase but you not need to pay for advertising, but it requires marketing people have invested time and effort instead of money can obtain good results for the small company with little capital c The types of guerrilla marketing Page of 13 Guerrilla Marketing can organize offline as well as online marketing has been called streets marketing because are used to place on the streets a Undercover markerting This method of marketing is often seen as tricks, such as a market for their products without their knowledge Internet is often used for this method is that companies can pay people to spread positive messages about their products It is said that in 1980 the vodka company would hire attractive girls to go to clubs and pubs and ask the man to buy them a brand of vodka Korean franchise of Groupon recently got himself to produce the positive reviews of their products b Astroturfing This method involves paying people to create the impression of a popular movement Politicians often use this method to make them think that they have a large following Companies and politicians will sometimes hire people to write blog appears a "customer satisfaction" really Blogs called 'Flogs' or “Fake Blogs” c Ambush Marketing This method is where a company tries to ambush or disrupt the operation of a rival sponsor owns the legal rights to sponsor an event It usually involves the creation of a feeling that they are related to the owner of the event or activity This method can be very effective as a commonly leads to arrest the attention of major media d Ambient Marketing Page of 13 This method is used to create the brand recognition without the need to promote their products Advertising is generally surroundings will not like traditional advertising, however, people often not ever forget them The ability marketing of surrounding environment are endless such as anything and all everything possible be used e Experience marketing This method is probably the most difficult to determine It is giving consumers the opportunity to experience your product and attract an emotional response This is an alternative to trying to educate consumers with a one-way messages d Three basic factors a guerrilla marketing campaign Creative surprise The unexpected creativity makes ad recipients ( target customers ) is breath and felt lucky to see, be seen, be touching on the ads It is the foundation and is also the most prominent advantages of Guerrilla Marketing The surprise will accidentally occupies the hearts and minds of consumers Not only creative, when you provide information that a customer need and love that it can also be known as guerrilla marketing True object Not only that guerrilla marketing in all of the marketing activities we also need to focus on the right target audience However, guerrilla marketing is higher than when the filter implementation is where we need to choose the highest concentration of the target group Less costly Less costly it is an essential element in building a guerrilla campaign Marksting If the cost is too high, it is a common promotional campaign e The impact of new technology in guerrilla marketing Page of 13 The goal is to create the most unexpected elements with different ways ( ever, not the usual principles are universal and generous people ) make the objects exposed by surprise, even shocking even to remember the difference of the product, the brand of the business guerrilla marketing focuses the ambush to surprise competitors to grab the victory guerrilla marketing also can not ignore the way build trust, empathy, the share of customers, in society with the great value that each business to pursue Marketing which is a continuous work tirelessly, and guerrilla marketing to the work as a new desire to promote the best performance is obtained If the goal is to combine style with cheap and effective marketing know-how necessary to implement the new guerrilla marketing Today, not only small businesses new ways to use guerrilla marketing that even the leading brands and marketing options this way In Vietnam, Vinamit with efforts to bring added value to farmers, the G7 instant coffee brand building campaign agriculture, Tan Hiep Phat " first appeared in Vietnam " is a number typical example of how guerrilla marketing Nowadays technology tied to life, especially young people born after 1984 The world becomes interactive channel networks, communication and media with the integration of technology, communication tools : video, web, mobile Especially the social media thrives with over 67% of internet users have related to more than 300 social networks and social networks around the world Technology is changing the way people discover, read and share news, information and marketing communications It provides the marketing tools, build brand awareness, allowing organizations and individuals to connect with each other on a personal level The tools of modern guerrilla marketing including social networking, video marketing, online forums, blogs, viral marketing, email marketing allows all organizations can communicate and interact directly with their customers with low cost but high efficiency Page of 13 Many guerrilla marketing tools effectively is gradually known and widely used in Vietnam such as Facebook, Twitter, Blogger, WordPress, Wikipedia, Linkedin, Youtuble, Picassa In the information era, internet resources is an invaluable resource, many major global corporations such as Coca Cola, Pespsi, Intel, Google, have a good use of resources to marketing to business development performance, to customer care at the global scale Vietnam businesses to improve their competitiveness, they can not ignore this invaluable resource III MOBILE MARKETING What is Mobile Marketing ? Concept mobile marketing but only appeared in the Vietnamese market in 2006, up to now no stranger to Vietnamese businesses The explosion of smart mobile devices such as smartphones, tablets, has helped to leverage Marketing on mobile devices flourished, becoming a new trend in the industry to provide effective Marketing highly interactive with customers in the digital age Mobile Marketing is "the use of wireless media as tools to convey content and receive feedback directly to the program in the Mixed Media Marketing" Understanding a simpler way, which is to use mobile communication channels as a means for marketing activities b The potential of mobile marketing No longer limited to functional phone , smartphone today has become a multimedia device and haunting character of the user According to Google's statistics , in the second quarter of 2013, the number of smartphone users in Vietnam has occupied 20 % of the national population , 70 % of smartphone to the Internet daily , 50 % could not even leave the house without this equipment The effectiveness of mobile marketing , first visible even in the number of customers using mobile devices is increasing today The explosion in the number of mobile subscribers there is potential for development of Mobile Marketing A Page of 13 study has been carried out recently by the World Bank World Bank titled "Information and Communications for Development 2012" indicated that about three quarters of the world population currently uses the device mobile The number of mobile subscribers worldwide has increased from less than billion in 2000 to over billion in 2012 2012 alone , more than 800 million mobile phones and tablets have been distributed to consumers , more than billion active accounts and 680 million people use Facebook on the phone , more than 200 million accounts active on Twitter and 200 million accounts on LinkedIn These figures show the trend of using mobile devices and social networks on the spread , making the utilization of digital media tools and platforms available technology has become more of a marketing strategy DN As in Vietnam , the number of mobile subscribers in mid2012 and reached approximately 140 million subscribers , and this number will increase More importantly , mobile phones means ( almost only ) on the side of users 24 hours a day, days a week Is there any means of newspapers , television , radio , internet , time " owning " customers so long ? In addition , based on a database of customers that network providers have been communicating with customers via mobile phone can be personalized The search operation information, coordination of work, purchasing decisions through the introduction and assessment of friends and colleagues on social networking sites are done on a smartphone Thanks to the convergence of factors needed to learn client likeness as work, habits, needs smartphones are gradually asserted dominance as a communication channel for marketing potential c Mobile marketing system As part of the Marketing , Mobile Marketing , and Mobile Marketing , is growing rapidly thanks to technological advances Basic content of mobile marketing include: Use the information associated with the mobile communication increases the likelihood of environmental interaction with the consumer media such as : Page of 13 Customers see a poster and information on the message board information on the table that poster will receive a gift from the company Provide information entirely through advertising mobile suit the user 's context , separate from the traditional environment For example, when the phone user sends a request message from a free service provider like ( lottery results , football results , stock information ) , the message will be accompanied by an private address and name of the sponsor that software Based on the basis of data collected from the company's long to conduct SMS offers to the customer ( e.g., promotional information , new product information To implement a mobile marketing program, which requires a lot of units involved, because this is an area that should have the effect of both techniques However, can be divided into four major components: • Products and Services: Includes companies (all brands), the advertising agency, the content provider • Mobile applications provider: As the unit provides technology applications and to implement a mobile marketing program • The service provider connection: Includes the service provider network • The media: including newspapers, television, internet, email ; retailers, direct marketing programs In fact this is the environment of a mobile marketing system The main applications of mobile marketing Means for Mobile app marketing is growing as : SMS - Text Messaging : This is the simplest form and most popular Your company can use SMS to send customers information about new products , new promotions , or a birthday greeting , This content can grow a lot of different forms different , depending on the creativity of the company However, there are a limited number of characters allowed by the current SMS is 160 characters So you will have to consider very carefully the content of information sent On the other hand , the message should also be sent prior consent of the customer, if not , the message of the company will be classified as " junk " and counter- marketing program Page of 13 PSMS : This is a more developed form of SMS , have higher rates of regular text message and is often used to call customers to participate in a given game predictions , or to sell services such as ring tones , wallpapers for cell phones MMS : Multimedia Messaging , including text , images and sound to accompany the message This form is used only a few years ago for the marketing programs of several large firms in the world The reason is understandable because the cost for larger MMS message and not your client is also able to send / receive MMS messages on the phone WAP : Maybe it 's simply the site on mobile phones Similar websites are viewed on the internet , you can put information about the company or the products and services of your company on this wap sites , or more commonly the customer support information GPS Service : Mobile Advertising positioning ( location - based services - LBS ) are deployed as service providers send promotional information to subscribers through their positioning In this approach , chip global positioning ( GPS ) will be integrated into the phone to the subscriber location can be detected when they moved into the coverage radius of the station LBS How mobile advertising often proved very effective because of the highly customized For example , your pizza business on the street Anyone going on in the neighborhood or in nearby locations can receive notification messages about the presence of your store Mobile App & Game : the software applications and most games designed for smartphones , including phones with more ads The impact of advertising depends heavily on software applications , games which it attached Video viewing on mobile phones : Same as MMS , video 's impact on customers can be quite unexpected , but this method is difficult to apply because of the limitations of the technology infrastructure in many countries is not allowed , as well as some devices can also see mobile video is growing thanks to the development of broadband technology for mobile devices Moreover, in a mixed media show , the mobile media will provide invaluable support for media such as newspapers , Page 10 of 13 television , radio , particularly the ability to communicate directly , maintaining close relationships with clients Among the media , direct mail or phone calls to customers can also this but with costly than the use of mobile phones today d Mobile Marketing – Potential solution for near and medium future In addition to the ability to combine traditional advertising channels such as television, newspapers, radio mobile has the ability to interact , share , collect information and two-way dialogue with consumers Businesses can measure the effectiveness of advertisements as well as receive feedback from target customers when they interact with the ads This is the dominance of marketing campaigns on mobile devices The prestigious corporations in the world such as Dunkin Donuts coffee restaurant chain , McDonald 's , phone companies Apple , Sony , Samsung , LG , automakers Ford , Toyota , BMW Hurry and use the form via mobile device marketing campaigns to advertise their new products In Vietnam , many large enterprises have resonated through advertising campaigns on mobile Typically the company's marketing strategy in Vietnam Vespa motorcycles has brought new experiences for consumers From the poster in the cafe , the user will enter a world of romantic love story between Romeo and Juliet with manipulation using smartphone applications are installed on the camera and scan POINT All costs for a marketing campaign last several months , but only a few page newspaper ads The emergence of interactive virtual reality technology ( Augmented Reality - AR ) have opened a new era of interactive advertising on the electronic device What AR does not merely create a realistic picture of life as foreign objects that add to it's sound , very lively gestures In addition to relying on the actual image captured by the camera or scanner , the information is also optimized thanks to the data from other components such as GPS , compass , accelerometer , microphone This is a Page 11 of 13 new step of virtual reality technology - known as an interactive environment between human and digital world Previously, AR technology is being applied in the navigation software generation , helping users to interact directly with the surrounding environment on the device running iOS , Android Currently, AR technology is popular in advertising campaigns for products , helping consumers can interact directly and find out information about products easily With the stormy development of smart phones integrated AR technology , an efficient channel for connecting multimedia communication , forms of advertising on mobile phones become more prevalent and brands such as BMW , Adidas , Nike sought In Vietnam, but was only introduced in 2009, the Augmented Reality technology has certain steps, widely used in the advertising campaigns of big brands such as CocaCola, Unilever, Pepsi , Ford with the goal of bringing a new product experience for consumers Most recently, a new application called POINT is developed based on the AR technology platform company also Goldsun Focus Media as a tool to introduce new forms of advertising in the Journal, billboard IV CONCLUSION The rapid development of science and technology tend to use social networking has changed the face of marketing Those who work in the industry as well as the right marketing approach and change their ways Today, customers no longer believe in the advertisement of the company The effectiveness of mass communication mass media has increasingly included To implement a marketing campaign efficiently with lowest cost requires the creation of partisan marketing Mobile Marketing is today a breakthrough in bringing the message to the customer When developing services many customers are willing to use the query service Page 12 of 13 information if funded , so if used properly , the inclusion of information on the Mobile will help augment recognition of the corporate brand The basic of Marketing has not changed, only possibilities to connect and engage with your target so take profit from them V REFERENCES http://www.mobilemarketingmagazine.com/ http://hbr.org/magazine Marketing Management Material – 2013 - PGSM program 4.Jay Conrad Levinson (2008), Guerrilla Marketing, Hong Duc Philip Kotler, Gary Armstrong (2012), Principles of marketing 14th ed Jason I Miletsky (2010), Principles of Internet Marketing: New Tools and Methods for Web Developers, Course Technology, Cengage Learning, Page 13 of 13 ... medium enterprises, By applying new technology in marketing is an important factor to improve marketing effectiveness guerrilla marketing application and Marketing in the mobile communication environment... channel for marketing potential c Mobile marketing system As part of the Marketing , Mobile Marketing , and Mobile Marketing , is growing rapidly thanks to technological advances Basic content of... offline as well as online marketing has been called streets marketing because are used to place on the streets a Undercover markerting This method of marketing is often seen as tricks, such as a