Digital Marketing 2 Group Assignment.pdf

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DIGITAL MARKETING 2

ASSIGNMENT

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G R O U P 4

Nguyễn Đức Hải - HE140252Hồ Ngọc Hoài An - HS153095Nguyễn Long Tuấn - HS150243Trịnh Thị Ngọc Mai - HS153277Nguyễn Thị Linh Anh - HS150025Nguyễn Phú Nhật Quang - HS150684

TAY LÁI MỚIM A R K E T I N G C A M P A I G N

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TABLE OF

CONTENTI. EXECUTIVE SUMMARY:II. INTRODUCTION: A. Client/Brand Analysis:

1. Its business model and strategy for growth: 2. Its online presence:

3. Its customers and trends in customer’s purchasing patterns: B. Marketing research and Customer insights:

1. Secondary Research: 2. Primary Research:

3. Customer insights and current issues: C. Campaign objectives and KPIs:

III. CAMPAIGN STRATEGY AND ANALYSIS: A. Channel strategy:

B. Content Strategy: C. Evaluation and Control:

IV. Recommendations and Conclusions: REFERENCE LIST

2222455561010111113151518

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<b>I. EXECUTIVE SUMMARY: </b>

Currently, the combination of digital technology is a widely applied trend. Especially with a marketing campaign, digital marketing will help the campaign spread to more people, have more influence. With the stressful epidemic situation and being a new business with a new approach to driving technology, using digital marketing plays an important role to reach more customers, increase awareness, sales, ... The digital marketing campaign project for TLM was created to increase customer awareness. After more than a month of implementation, the campaign has had certain results. The following report presents the digital marketing strategy for Tay Lai Moi, the results after implementing the campaign, the analysis of the strategy and the results obtained, and finally, the solution and proposal for the campaign.

<b>II. INTRODUCTION: A. Client/Brand Analysis: </b>

<i><b>1. Its business model and strategy for growth: </b></i>

Company name: Tay lái mới

Facebook Fanpage:

The current business model of the store through online channels and social networks such as Facebook, Tiktok, Website, etc& to advertise, display and sell products.

Picture 1: Website tay lái mới (

The business model is mainly B2C - providing driving license service for those who want to learn how to drive a car nail shops, in addition, there are only a few B2C individual customers looking to buy for personal purposes.

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The company mainly sells driving license services to customers by promoting through social media channels and websites. The owner shared that the company's fan page content was inefficient, the content was some simple and contingent posts. But with the number of contents being too meager and the website content as well.

Picture 2: Fanpage Tay lái mới ( The advantage of this model is that they apply content marketing to attract customers by arranging images, text, and video content.

This business model has overcome the limitation of traditional business that you have to go through to buy a driving license service which is sometimes not effective because of overload. With the online model, customers can buy and sell options directly online and can save time and energy by moving to learn driving.

Picture 3: Tiktok Tay lai moi Channel ( However, the online business model also has limitations in that customers do not directly see the product, as well as grasp the attention9s customers, only put their trust in buying through advertisements, product introductions, and reviews from customers.

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<i><b>1.1 Competitor </b></i>

In terms of competition, the company is facing two types of competitors, one is in the online environment and second is competitors who promote in the offline environment. The company's competitors include traditional driving license services with similar business models. and now when there is an uptrend of the internet most businesses are applying online marketing to their business. But the company9s unique selling point is driving simulators which almost no company is applying. This makes it stand above other companies.

Specifically, in an online environment with SEO they have to encounter a lot of competitors from different companies which have done well with google engines such as hoclaixethhcm.info; hoclaixehanoi.vn and lots of customers who want to learn to drive search information on google. and the company don9t care much about this platform, they just created a website and post some information and leave it as it is, this is the reason why the company is not popular.

Secondly, Tiktok and fanpage, there are also many competitors who have created many useful contents to attract them which companies haven9t done well. With Tiktok there are many companies updating their content daily such as tips to drive a car, tips to get certificates quickly which help customers so much. But the companies didn't do it well either.

<i><b>1.2 Growth strategy </b></i>

The company is aiming to promote their unique selling point which will help customers save time, shrink costs when learning with traditional methods. And during the covid 19 quarantine and 4.0 digital era, this USP is a big advantage to gain revenue.

When the company applies this way, it will accelerate the growth. Digital Marketing is now a trend for businesses to promote so the company is planning to apply digital to their business. By promoting the company on social media such as fan pages, YouTube, TikTok, website and running online advertisements they are approaching a huge potential number of customers that was never achieved with traditional marketing methods.

<i><b>2. Its online presence: </b></i>

The social platform for an effective business is now Facebook Fanpage and Tiktok. When the store was first established, it also chose to post to the Facebook fan page to find customers

They are promoting the company through social media like fan pages: Tay lái mới cho người mới bắt đầu

Tiktok: Tay lái mới (@taylaimoi)

The 1 biggest and best interaction platform is: Tay lái mới cho người mới bắt đầu (286 followers)

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With tiktok content, in general the content has contained their unique selling point of product and what they are selling but there are few sporadic posts which look boring, distracted and not attractive. They should be posting video and content more frequently to get recommendations from this platform to have more chances to get customer9s attention.

With Fanpage, which platform has brought them lots of customers, this has integrated information contact that is convenient to customers and there has some types of contents including image, video contents but this doesn9t look attractive and not optimized which other competitors did so well on this platform.

Developing a website is a consistent and cheapest way to gain revenue so in the long term the company is going to devote their efforts to promote it and enlarge it to customers by adding more content, optimizing images, video and suitable texts.

<i><b>3. Its customers</b></i>and trends in customer’s purchasing patterns:

Its customers (with numbers, segments, demographics, etc.) Include tables for segmenting the customers on the basis of demography, numbers, etc.

Any trends in customer's purchasing patterns

There are no specific statistics or official reports. However, our group has done primary research about the customers' demographics and it has provided that students from universities are making up the majority of the total group of people learning to drive and The driving trend of young people is making up the majority of the total group of learners. in terms of learner numbers, the company didn9t write to a particular paper or book so the result is not tracked but in the time our group was running. There were 9 people who cared about learning about cars, they were very curious about the driving simulators and they were also

<i><b>devoted to learning sitting in one place. </b></i>

<b>B. Marketing research and Customer insights: </b>

<i><b>1. Secondary Research: </b></i>

According to the Directorate for Roads of Vietnam, in 2020, the whole country will issue 596,783 automobile licenses and 936,128 motorcycle licenses, serving as the foundation for providing level 3 and level 4 online public services on the national public service portal. The whole country has 463 motorcycle driving training institutions, 343 car driving training institutions with 19,714 driving instructors who fully meet the standards set by the state. At the same time, the whole country has 141 driving test centers with qualified facilities and personnel to ensure the process and results of the test are transparent.

According to statistics, the automobile market in Vietnam has reached a remarkable number so far when sales reached 150,000 vehicles, up 36% compared to the previous year, close to the figure. The record is 170,000 vehicles in 2009. This reflects an inevitable rule that is as society develops, people's lives are getting bigger and bigger, their travel needs are getting higher and higher

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<i><b>2. Primary Research: </b></i>

Primary research is defined as a methodology used by researchers to collect data directly, rather than depending on data collected from previously done research. Technically, they <own= the data. Primary research is solely carried out to address a certain problem, which requires in-depth analysis (Questionpro.com, nd). With running the survey Tay Lai Moi obtained 102 results.

<b>Regarding age analysis: </b>

With 50% of survey participants aged between 18-24 years old. Therefore, the survey will mostly be the thoughts of young people

<b>Job analysis: </b>

Students accounted for 43,1% Office workers accounted for 35,3%

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<b>Income analysis </b>

No income accounted for 26,5% Above 10 million accounted for 35,3% Below 10 million accounted for 38,2%

There is a moderate to high uniformity among survey respondents

<b>Interest in learning to drive a car </b>

An impressive number of 70.6% of participants answering "yes", proves that learning to drive is being of great interest to many people.

<b>Groups about learning to drive a car </b>

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74.5% of the participants answered that they did not join any driving school associations or groups that proved they had a need to learn to drive but did not take the time to learn deeply about it.

<b>Looking for driving training center </b>

Social media accounted for 44,1% Friends and relatives accounted for 73,5%

These are the two main channels that customers often use to find information, so the campaign can use marketing on social media and word of mouth.

<b>The purpose of learning to drive a car </b>

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50% of the participants said that the purpose of driving a car is to facilitate work, can see that knowing how to drive a car is not only applicable in life but also becomes easier for everyone in moving when working

Besides, 28.4% said that learning to drive a car to keep up with the trend proves that knowing how to drive a car is very developed and interesting by many people.

<b>Elements when choosing a center </b>

Points 3, 4, 5 are many, 1 and 2 are just a minority

Customers are quite concerned about prestige and price when choosing a driving center

<b>Obstacles when learning to drive a car </b>

There is a uniformity in the reasons that hinder customers from learning to drive such as cost, time, work, distance because most of them are students and office workers.

<b>Interest about Emulator software </b>

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74.5% of participants answered that they were interested, showing that they are curious about new technologies and want to experience them.

<i><b>3. Customer insights and current issues: </b></i>

Tay Lai Moi is a driving training center for adults from 18 - 50 years old, so Tay Lai Moi9s main customers are people from 18 - 50 years old. Tay Lai Moi has come into operation on social networking platforms as well as other promotion platforms, so many customers have reached us, through which groups have also collected a lot of information from customers and also went through the collected information to find customers' insights. Because learning to drive a car requires a lot of money, the main condition affecting the purchase of customers is financial condition and time to learn.

In addition, due to the covid pandemic, which leads to customers not being able to go out to learn to drive, the center offers online teaching programs, but many customers are mostly elderly, so they are not familiar with that way of online learning, so it is quite difficult to learn how to adapt.

In particular, learning to drive a simulator is also new software, Tay Lai Moi is one of the pioneer centers in this field, so the coverage is not wide. Customers may still be quite confused and do not have much understanding about it. Customers themselves will also find it difficult to trust to pay extra money to use this technology.

<b>C. Campaign objectives and KPIs: </b>

After evaluating the business model and customer, also walkthrough the discussion process with the business representative, specific campaign objectives and KPIs have been made. Further details are provided in the table below:

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Social Media Marketing will include social networks such as Facebook, Tiktok. At present Facebook is one of the most popular social media so Facebook plays an important role in social media marketing. According to statistics, as of June 2020, Vietnam has 69,280,000 users using the social network Facebook, accounting for 70.1% of the entire population. Compared with 45.3 million people in 2019, currently in 2020 Facebook users in Vietnam have increased by 24 million people, equivalent to an increase of 53.3% ( According to Vietnamnet 2020).

According to ThanhNien2021, the population of Vietnam reached more than 97.3 million people, of which 72 million people use social networks, equivalent to 73% of the population. Social networks, movie watching and messaging apps are the most common types of apps used by Vietnamese users. Therefore, Facebook and YouTube are also the two applications that users spend the most time with, accounting for 25% and 12% of the time when used on mobile phones, respectively.

Digital marketing plan will be intertwined with sales promotion plans, in which posters will be used to signify sales events.We will post regularly posting photos, videos, or written posts and reply to customers9 comments to increase engagement and connection with followers.

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In addition to Tiktok is a large social networking platform, allowing users to upload and watch videos quickly. With videos under 1 minute, Tiktok has done well in reaching users, currently, more than 12 million Vietnamese people use Tiktok. Users now understand the inconvenience when using Facebook or Youtube with boring ads. Therefore, a channel that specializes in advertising content on a variety of topics with a short duration, combining content and advertising, is a new breeze.( (10 statistics of Tiktok users in Vietnam and around the world,n.d).

In the Tiktok application, funny videos, knowledge about vehicles, useful problems for drivers, ..As a channel with a large number of young people, they spend a lot of time looking for exciting news or ads. With such useful resources, it will help Tay Lai Moi receive a lot of feedback immediately so that he can improve the content as well as promote the brand effectively.

Picture 4: Search (Source: Internet)

This driving simulator is not popular in Vietnam. As one of the pioneering companies, SEO is probably an effective channel to provide the most complete information. This ranking will lead the trend in the future , confirming the company's name in the market . Keywords such as: Driving simulator, simulation software, pioneering driving technology, driving new era...if exploited effectively, it's only a matter of time.

After channels such as Facebook, Tiktok, SEO, Youtube will be the secondary channel to support users with a panoramic view. It will be really helpful when customers really care

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