group assignmen target customers and customer insights

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

Lê Hà Nhật PhượngSS170357Nguyễn Thị Thúy LiễuSS170423

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b>TABLE OF CONTENTS</b>

<b>II. Target Customers and Customer Insights2</b>

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

I. Introduce

Digital Marketing is a word that is gradually gaining popularity in our lives. Traditionalmarketing is a tool to connect businesses and their target customers. Then Digital Marketingis also Marketing activities but done on digital platforms. Universities are also seeing thisdigital transformation and are gradually incorporating Digital Marketing into their curriculaofficially.

II. Target Customers and Customer Insights

After analyzing the market, and capturing the concerns of students at FPT University. Andthe survey mainly targeted digital marketing students at FPT University. FPT University isone of the few universities that specializes in Digital Marketing and the world is also in thetransition to the digital age, so the concept and understanding of students about digitalmarketing is still too little. They worry whether the knowledge they learn in school can beapplied to work? What jobs and positions are available for this major? Or are there too manypositions and jobs you can't distinguish and understand? To help students at FPT University,especially students majoring in Digital Marketing, better understand their major as well as thejob opportunities that digital marketing offers them, a seminar will take place in 3 weeks andbe held at FPT University.

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

III.IMC Plan

Digital marketing - the trend accompanied by the development of technology makes theindustry direction attractive and plays an important role in the present as well as the future.There are hundreds of millions of search results for the keyword “Digital marketing” onGoogle, but is it easy to select the right knowledge to start learning and doing? With the aimof helping students understand enough and correctly about Digital Marketing, FPTUcoordinated to organize a Seminar series with the theme: "Understanding the industry -Digital Marketing"

"Hiểu ngành thấu nghề - Digital Marketing" consists of 3 sessions with many different topics,with the desire to help students in the economic group to know more about Digital Marketing.

● Session 1:

○ Theme: “SEO thinking strategies and Content marketing trends in the digitalera.”Sharing knowledge of Content marketing and SEO (Search enginemarketing) in thinking and trends of marketing in the future. Besides, thinkingskills in a demanding job position are indispensable.

○ Speaker: Mr. Phan Dung - Co-Founder & COO at Big Cat Entertainment andCEO and Co-Founder of Compare.vn

With more than 10 years of experience in the field of Digital Marketing, 8 years of holdingmany important positions in large corporations abroad such as: Regional Director of GoogleReseller – CleverAds, Senior Managing Director of the fund Investment Catcha Group,Director of Relationship Management of Facebook,... (Thoa, 2018).

● Session 2:

○ Theme: “Building a communication strategy and writing articles on socialnetworks. Sharing about Social media marketing and Creative assets through

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

which the application of communication strategies to effectively use and givethe best impression on the social media platform

○ Speaker: Mr. Tran Quoc Ky - Founder & CEO of Chin MediaWith many years of experience in Marketing and Communication, he is an expert withextensive knowledge of not only Data Analytics but also Performance Marketing, SocialAds,... Experienced in the following positions: Media Manager - IDD VIETNAM, BusinessDevelopment Manager - Panpages VIETNAM, Product Manager - Panpages

VIETNAM,...(Nguyen & Nguyen, 2019).● Session 3:

○ Theme: “A journey to explore research design and data analysis.” Sharingknowledge of User Data Analytics and Digital Analytics and how to put it intopractice.

○ Speaker: Mr. Do Huu Hung - CEO of ACCESSTRADE VietnamWith more than 10 years of working in the Internet field and diverse experience in differentfields such as technology, real estate, government organizations… Before joining InterspaceVietnam from June 2016 as a role As CEO, he has more than 5 years working at FPTCorporation (Thoa, 2018).

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

1. Objectives and KPIs

■ Next 7 days: received more than 50 registration forms

■ The remaining days (2-3 days before the event): 60 registration forms○ The number of registered form students who have not participated in the

following sessions will increase by 20% compared to the original.○ The number of target customers returning in the next session is over 40%

compared to the original event.● Measurable:

○ Advertising: Scanning the Code on banner ads must reach 10 registrationforms on all positions in 2 weeks

■ First 3 days: 2 registration forms■ Next 7 days: 6 registration forms

■ The remaining days (2-3 days before the event): 3 registrationforms

○ Direct Marketing : Send emails to 2500 students majoring in DigitalMarketing. In 2 weeks, students must have an email opening rate of more than30% and 5% of form submissions and registrations from the email open rate.○ Internet marketing: Receive 70 registration forms from official communication

channels and media support in 2 weeks. In which: Official Channel (FPT

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

University and FPT Around) : 35 forms in 2 weeks and Support Channel: 35Forms in 2 weeks:

■ First 3 days: 16 forms from 2 channels■ Next 7 days: 42 forms from 2 channels

■ The remaining days (2-3 days before the event): 12 registration formsfrom 2 channels

○ Public Relations: Encouragement to increase 10 registration forms in 2weeks

b. Communication goals and objectives:

Goals: The event "Hiểu ngành thấu nghề- Digital marketing" was conducted in 2 monthsfrom planning, running the event, during the event to the end and receiving feedback. Thecommunication media of the event not only promotes and reaches out but also aims to buildawareness that Digital Marketing students should learn the broad and narrow areas of theindustry right from the first major to choosing one for themselves. suitable jobs in the futurewithout having to seek knowledge. again after graduating from school. At this seminar,students will learn professional knowledge and understand themselves better because eachspeaker will have in-depth experience in different industries(Crm,2023).

● Quantitative objectives:

○ Increase awareness of the event "Hiểu ngành thấu nghề - Digital Marketing" to70% by word of mouth, social media, ads, and mail in 2 weeks. And increaseevent awareness in the following sessions by more than 10% compared to thefirst session

○ Increase awareness of the event "Hiểu ngành thấu nghề - Digital Marketing" to70% by word of mouth, social media, ads, and mail in 2 weeks. And increase

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

event awareness in the following sessions by more than 10% compared to thefirst session

○ Index the number of interactions including likes, shares, and comments on theofficial fanpages (FPT Around and FPT University HCM) is over 200times/fanpage

○ The goal is to reach 500 hits in each post on facebook fanpages

○ Increase industry students' understanding of professional information by 20%(measured at the end of the event and evaluated in feedback)

○ The number of feedback surveys and evaluations after the event must reach60% of the number of students participating in which the goal must be 57%positive evaluations of student satisfaction in the industry for the event. Andthe survey index must increase by 10% for each subsequent session.(measured after each event)

2. Key message and/ or creative concept

<b>Key message: Seminar "Hiểu thấu ngành nghề - Digital Marketing" is a series of seminars</b>

that provide basic and practical knowledge about marketing with the goal of providingpreparation for future Digital MKT majors.

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

3. Chosen IMC tools

According to Middleton and Clarke (2001), advertising is often seen as TV commercials,radio commercials, and print ads in magazines, newspapers, books, and brochures. Inaddition, advertising is also seen as tourist boards, travel guides, telephone directories, andthird-party and outdoor advertising.

A powerful method for publicizing this seminar is advertising. Fundamentally, advertisingcontinues to be a successful method of reaching students using sound and imagery to promoteand swiftly convince them. The advertising scope of this event will be gated precisely sincethis seminar is just for school students, specifically those of you in the economic sector whowish to learn majors linked to digital marketing. Event organizers should run three to fourFacebook advertisements that specifically target FPT University students. Banneradvertisements and standees are essential elements of the advertising tool in an IMC. A goodtactic is to set up a standee in the aisles that students frequent. Since the program'spublications have thoroughly summarized that material, this is the quickest approach to letstudents learn particular information about the seminar. Major school activities are frequentlypromoted on a horizontal, rectangular television set located high in the "Drum Hall" at FPTUniversity in Ho Chi Minh City. The same is true for this seminar. Students will pay attentionto the material in the seminar's publication since this picture of the seminar is present.

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

Direct Marketing

Shimp (1997) defined direct mail/direct marketing as the use of correspondence, catalogs,price lists, brochures, circulars, newsletters, cards, and samples to advertise products orservices. Direct mail and direct marketing have several benefits, including highly targetedaudiences, personalization of the message, economical circulation limits, and practicalapplication. used to promote sales and drive action/response. The drawback is that it may bemistaken for spam, and each exposure costs money.

The use of direct marketing by sending automatic emails to students is because each studentat the school will be provided with a personal email in the form ***@fpt.edu.vn and will visithere often to keep up with faculty and campus announcements, and such automatic emailinvitations will get students' attention. This highly personalized and targeted approach cansave this seminar a lot of money. A rather important note is when utilizing this service, besure to send students invitations that contain all the conference details they will need. Tomake it simpler for students to learn more about the seminar, the person in charge of emailingstudents should, if at all feasible, provide the link to the primary item connected to theconference on online media channels. While there is around a week remaining before theregistration form closes is the best time to send emails to students. The need to immediatelyinform every student about this seminar is now, according to the organizers.

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

Internet Marketing

According to Czinkota and Ronkainen (2001), having a website is seen as necessary for noother reason than building a positive image and lack of it may convey a negative image. Thewebsite should be linked to the overall marketing strategy and not just be there forappearance’s sake. The web page can further act as a web forum, for customers to exchangenews and views on the product, as it will build loyalty among customers.

Technology and marketing modernization are both advancing at an accelerating rate. Socialmedia propaganda's usage is no strange surprise to users. Students are becoming more andmore familiar with social media marketing, particularly at FPT University HCMC, a schoolwith a robust network of fan sites and extracurricular groups. Posting information about theseminar on fan pages that have a large following and target college students is effective.Some fan pages that can be used to promote this conference can be mentioned as FPTAround, Phòng CTSV ĐH FPT TPHCM, Câu Lạc Bộ Truyền Thơng Cóc Sài Gòn, and fanpages of other exciting clubs. It is advised to start promoting this seminar around two to threeweeks before the event for optimum results. This is typically how long it takes for students tolearn and make a decision on registration. Technology and marketing modernization are bothadvancing at an accelerating rate. Social media propaganda's usage is no strange surprise tousers. Due to students' frequent usage of social media sites today, it is simple for them to findposts and information about this seminar on Facebook.

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

Public Relations

A strategic communication technique that fosters favorable ties between organizations andtheir audiences is public relations. Public relations often has a broader goal than publicitysince it aims to build and maintain a favorable perception of the firm among its numerousaudiences. As a result, it entails managing connections with a variety of key audiences,including customers, workers, suppliers, communities, and local, state, and federalgovernments.

In terms of public relations, it is necessary to devise communication strategies and seekcommunication support from school-related websites that FPT students often visit such asFPT University, and SRO, .. to attract attention from the students. Push traffic to articlesrelated to the conference, and create content to share about the topic of the conference.Advertise to students that this is a place to exchange information. exchange, give opinionsand share experiences with the speakers. This tool can be started mid to late in thepre-conference promotion. This will help the program keep the mood vibrant and attract theattention of the students.

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

4. Expected timeline and budget

Seminar Planning Timeline

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

Expected Budget

Here is a comprehensive budget for the seminar; under the advertising part, we will run fourFacebook advertisements at a cost of around 300,000 VND each. A total of 4 standees will beprinted for the advertising portion at a cost of 180,000 each. The other portion of the bill isthe expense of running the program, which includes the price of purchasing water, flowers forthe speaker, and the speaker's support, which accounts for the majority of the bill.

The seminar's anticipated budget is 9,495,000 VND, of which 79.78% will be spent onmiscellaneous expenses, and advertising (20.22%).

</div><span class="text_page_counter">Trang 16</span><div class="page_container" data-page="16">

IV/ References

Crm A. (2023, March 10). MơhìnhSMARTlàgì?05bướcxâydựngmụctiêuMarketingtheophươngphápSMART. MISA AMIS.

Thoa, N. (2018, November 4). NhữngdiễngiảvềDigitalMarketingtạisựkiệnVietnamWebSummit2018|bởiNguyenThoa|BrandsVietnam.

Shimp, T (1997). Theadvertising,promotionandcomplementaryaspectsofintegratedmarketingcommunications. (4th ed.), Orlando: Harcourt Brace College Publishers.