assignment cover sheet

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

MKT318m-Digital Marketing 1

<b>Assignment Cover Sheet</b>

<b>Student Code:</b>

<b>CS170625Date Due:</b>

<b>Student Name:</b>

<b>Nguyen Duc ThuanNo of Words:Compan</b>

<b>y Chosen:</b>

<b>Yame store Word Limit:</b>

<b>1,500 (+/-10%)</b>

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

<b>I. Introduction</b>

With digital advertising platforms, businesses can utilize advanced targeting options such as demographics, interests, online behavior, and geographic location to ensure their marketing efforts are directed at the most relevant audience.

Digital tools have also transformed the way companies engage with customers. Social media platforms, email marketing, and instant messaging apps enable businesses to interact with their audience in real-time, fostering two-way communication and building stronger relationships. Companies can gather feedback, address customer queries, provide personalized recommendations, and create engaging content to enhance the customer experience.

Furthermore, digital tools provide robust data analytics capabilities that enable businesses to measure the effectiveness of their marketing campaigns accurately. Key performance indicators such as website traffic, conversion rates, customer engagement, and social media metrics can be tracked in real-time.

<b>II. Define what is marketing, marketing mix, digital marketing.1. Marketing</b>

Marketing is the activity, set of institution and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, In essence, marketing is the enactment of a mutually beneficial exchange between two parties, a seller and a buyer.

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

In 2010, BMW announced its first-ever open innovation contest: ‘Tomorrow’s Urban Mobility Services’. Launched within BMW’s Co-Creation Lab, the contest was an opportunity for fans and customers to share their product ideas and opinions with BMW. The contest resulted in 497 users publishing over 300 distinct ideas, which were then evaluated by over 1,000 judges and assessors around the world. The winner of the contestwas Venugopal Panicker, with his ‘Pick Me Up Please’ concept, a connected mobility system for pedestrians.

Anyone access Internet, a computer, or a smartphone can easily create and disseminate a promotional message for just about any product- this is the basic idea behind user generated content, or UGC. Of all the different types of UGC, product reviews appear to be the most common and also has the strongest impact on customer purchasing decisions. GoPro was very successful with their strategy, today a search for “GoPro” on YouTube yields 40,000,000 results and the brand is more than one of the YouTube’s most popular with over 10 million subscribers

<b>3. Placement.</b>

Many firms are supplementing or even bypassing

physical retailers by making their products directly available at either an online retailer

like Amazon.com or on their own website. And with the 3D printer Thingiverse.com are

providing freely digital design for mass of useful products. Today, we are moving from

long channels for physical goods to short channels for digital goods Many firms are supplementing or even bypassing

physical retailers by making their products directly available at either an online retailer

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

like Amazon.com or on their own website. And with the 3D printer Thingiverse.com are

providing freely digital design for mass of useful products. Today, we are moving from

long channels for physical goods to short channels for digital goods

Many firms are supplementing or even bypassing physical retailers by making their products directly available at either an online retailer like Amazon.com or on their own website. Now, this trend has been going on for some time, and online sales are growing very rapidly. Even products that we traditionally want to touch or try out at a store are now being sold online. hey can sell online and in-store at the same time, this is called new retailing. For example, in VietNam Yame they have a lot branch store and website. Therefore, they can sell directly or online on the website

<b>4. Price </b>

The development of digital tools allows price comparisons between companies and changes the way firms approach pricing, from fixed to flexible. It leads to new definitions that were born with different advantages and disadvantages: Freemium- a combination of “free” and “premium”. The freemium model allows customers to access aportion of a product or a service for free and then pay only for any added offerings they would like to have (Aric Rindfleisch 2019). Linked offers different types of premium memberships that range in price from about $30 to $120 per month, and these premium subscribers get access to many features. Additions are not available for free members of Linked In and some companies with other features like Dropbox, Spotify, New York Times, etc. (Aric Rindfleisch 2019).

<b>IV. How companies can react to the changing of digital marketing environment.</b>

Yame is a fashion brand of VietNam. However, they must compete with a lot of brands such as Zara, H&M, and Local boutique stores. All of them use new retailing concept. However, I think about shirt Yame and their competitors are not anything especially. I recommend for them co-creation concept they can make a web and encourage customers to design shirts and Yame can consider which is the most votes and they can use that design to sell in a week. After 1 week, they can choose other designs to sell, this concept can help Yame diversity models customers are going to experience moreproducts. In my opinion, this concept will be more revenue to Yame and make them different from their competitors.

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

Coursera. 2023. Product - COURSE OVERVIEW AND HOW DIGITAL TOOLS ARE CHANGING PRODUCT | Coursera. [ONLINE] Available at:

[Accessed 07 June 2023].

Coursera. 2023. Promotion - HOW DIGITAL TOOLS ARE CHANGING PROMOTION | Coursera. [ONLINE] Available at: [Accessed 07 June 2023].

Coursera. 2023. Placement - HOW DIGITAL TOOLS ARE CHANGING PLACEMENT | Coursera. [ONLINE] Available at: [Accessed 07 June 2023].

Coursera. 2023. Price Overview - HOW DIGITAL TOOLS ARE CHANGING PRICE | Coursera. [ONLINE] Available at: [Accessed 07 June 2023].

Customer Co-Creation Examples: 12 Companies Doing it Right - Braineet. 2023. Customer Co-Creation Examples: 12 Companies Doing it Right - Braineet. [ONLINE]

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

Available at: [Accessed 07 June 2023].

BMW’s Co-Creation Lab. Source: Consumer Value

Creations The first of the four Ps is product. A product is really

anything that fulfills acustomer need or

The first of the four Psis product. A product is really anything thatfulfills a

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

customer need or want

The first of the four Psis product. A product is really anything thatfulfills a

customer need or want

The first of the four Psis product. A product is really anything thatfulfills a

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

customer need or want

The first of the four Psis product. A product is really anything thatfulfills a

customer need or want

The first of the four Psis product. A product is really anything thatfulfills a

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

customer need or want

<small>The first of the four Ps is pro</small>

The first of the four Ps is product. A product is really

anything that fulfills acustomer need or

The first of the four Psis product. A product is really anything thatfulfills a

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

customer need or want

The first of the four Psis product. A product is really anything thatfulfills a

customer need or want

The first of the four Psis product. A product is really anything thatfulfills a

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

customer need or want.

The first of the four Psis product. A product is really anything thatfulfills a

customer need or want.

The first of the four Psis product. A product

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

is really anything thatfulfills a

customer need or want.

The first of the four Psis product. A product is really anything thatfulfills a

customer need or want

</div>