Topic 1 digital advertising final

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BY GROUP 2


MEMBERS
• DƯƠNG QUANG HUY – 1711473
• NGUYỄN ĐĂNG BẢO SƠN – 1712970
• TRƯƠNG MINH HỒNG – 1711362
• NGUYỄN PHẠM DUY AN – 1710430


DIGITAL MARKETING BASIC
• MARKETING MIX: ELEMENT COMBINATION TO
ACHIEVE GOALS

• SELLING AND PROMOTING PRODUCTS AND SERVICES


DIGITAL MARKETING BASIC
• FOUR PS OF MARKETING
• PRODUCT
• PRICE
• PROMOTION
• PLACE


DIGITAL MARKETING BASIC
• MARKETING STRATEGIES
• PRODUCT-BASED
• CUSTOMER-BASED


DIGITAL MARKETING BASIC
• COMMUNICATING WITH DIFFERENT MARKET SEGMENTS
• PHYSICAL WORLD
• USE BUILDING CONSTRUCTION AND FLOOR SPACE DESIGN

• ONLINE FIRM
• NO PHYSICAL PRESENCE
• CUSTOMER CONTACT THROUGH MEDIA AND WEB SITE
• COMMUNICATIONS MEDIA SELECTION IS CRITICAL

• ONLINE FIRM CHALLENGE
• CUSTOMER TRUST WITH NO PHYSICAL PRESENCE

DIGITAL MARKETING BASIC

• TRUST AND
COMMUNICATION
MEDIA


MARKET SEGMENTATION
• MARKET SEGMENTATION
CRITERIA
• BEHAVIORAL SEGMENTATION
• GEOGRAPHIC SEGMENTATION
• DEMOGRAPHIC SEGMENTATION
• PSYCHOGRAPHIC
SEGMENTATION


MARKET SEGMENTATION
• INTERNET USERS SEGMENTATION
• SIMPLIFIERS
• SURFERS
• BARGAINERS
• CONNECTORS
• ROUTINERS
• SPORTSTERS


E-MARKETING STRATEGIES
• SEARCH ENGINE OPTIMIZATION (SEO)

• CONTENT MARKETING
• PAY-PER-CLICK (PPC) ADVERTISING
• BUSINESS BRANDING
• SOCIAL MEDIA MARKETING
• CONVERSION RATE OPTIMIZATION
• WEBSITE DESIGN
• E-MARKETING ANALYTICS


ADVERTISING
• WHAT IS ADVERTISING?
• ADVERTISING IS A
PROMOTIONAL ACTIVITY
WHICH AIMS TO SELL A
PRODUCT OR SERVICE TO A
TARGET AUDIENCE


ADVERTISING
• EFFECT OF ADVERTISING:
• IDENTIFYING BRANDS AND PRODUCTS
• PROVIDING INFORMATION TO CONSUMERS
• PERSUADING CONSUMERS TO PURCHASE
• PREVIEWING NEW TRENDS
• GENERATING PRODUCT DEMAND
• BUILDING A CUSTOMER BASE
• DISPLAYING COMPETITIVE PRICING


TRADITIONAL ADVERTISING

• TRADITIONAL ADVERTISING:
• PRINT
• BROADCAST
• OUTDOOR
• PROMOTIONS


ONLINE ADVERTISING HISTORY
• THE ADVENT OF ONLINE
ADVERTISING:
• THE FIRST ONLINE AD WAS
SOLD IN 1994, WHICH WAS
A CLICKABLE WEB AD SOLD
BY
GLOBAL
NETWORK
NAVIGATOR (GNN) TO A
SILICON VALLEY LAW FIRM


ONLINE ADVERTISING HISTORY
• 1997: THE FIRST AD
APPEARS ON A MOBILE
DEVICE FOR THE FIRST
TIME. THE CREATOR WAS
A FINNISH NEWS
PROVIDER THAT STARTED
TO OFFER NEWS THROUGH
FREE SMS SPONSORED BY
ADVERTISING.

ONLINE ADVERTISING HISTORY
• 2000: THE GOOGLE
ADWORDS PAY-PERCLICK SERVICE
APPEARS FOR THE
FIRST TIME. THIS
SYSTEM REPRESENTS
98% OF GOOGLE’S
REVENUE TODAY.


ONLINE ADVERTISING HISTORY

• 2006: YOUTUBE LAUNCHES VIDEO ADVERTISING.


ONLINE ADVERTISING HISTORY
• 2007: FACEBOOK
INTRODUCES THE
CONCEPT OF
ADVERTISING BASED ON
USER BEHAVIOR, AIMED
ESPECIALLY AT
SOCIAL
INTERACTIONS.


ONLINE ADVERTISING HISTORY

• 2010 - PRESENT:
MARKETERS FIND VALUE
IN NATIVE ADS


ONLINE ADVERTISING
• ADVANTAGES:
• AFFORDABILITY

• DISADVANTAGES:

• EFFECTIVE AUDIENCE
TARGETING

• TECHNICAL ISSUES

• EFFICIENT PERFORMANCE
TRACKING

• EXCESSIVE COMPETITION

• UBIQUITOUS NATURE OF
THE INTERNET

• SPOILT FOR CHOICE
• PLAGIARISM