Slide bài giảng MARKETING ONLINE: Chap 2 digital communication marketing planning

04-Feb-18

CHAPTER 2 OBJECTIVES
1. Analyze the current Digital Marketing activities of the business
2. Describe the steps and content of the Digital Marketing plan

CHAP 2: DIGITAL MARKETING
PLANNING
MBA. HUỲNH HẠNH PHÚC

3. Identify target audience
4. Position business’s brand
5. Identify the promotion message
6. Develop an action plan
7. Determine the promotion budget
8. Evaluate and measure the plan

Digital marketing campaign planning process

Chapter 2 content
1. Steps to build and plan your Digital Marketing plan

Analyze business
situations

Define target
audience

Differentiation and
positioning strategy

Define campaign
objectives

Propose media
message

Define strategic
digital marketing
communication
channels

Execution planning

Digital marketing
budget

Control, evaluation
and modifying

2. Analyze the current Digital Marketing activities
3. Identify target audience
4. Brand positioning
5. Propose the digital plan
6. Implementation, controlling and measurement


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1. Analyze business situation

Lif Kun’s digital marketing activities

 General info about company/brand/products
 Market situations:
Consumer behavior
Competitors
Suppliers
 Analyze company’s current digital marketing campaigns,
compare to competitors’ programs
(Website, blog, microsite, SEO, PPC, Display ads, Email
Marketing, Mobile Marketing, Social Media, Content Marketing)
SWOT analysis

Lif Kun’s digital marketing activities

Lif Kun’s digital marketing activities


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Analyze the strengths and weaknesses of competitors

Strengths

Strengths
1.
2.
3.

Weaknesses

1.
2.
3.

Opportunities
1.
2.
3.

SO 1
SO 2

WO 1
WO 2

Threats
1.
2.
3.

ST 1
ST 2

WT 1
WT 2

weaknesses Evaluation

VINAMILK
TH

TRUEMILK
DUTCH LADY

2. Define the target audience

Who is the audience the campaign aims to?

Gender

Age

Income

Living area

Job

Education level

Interest

SWOT analysis

Initiator
User

Influencer

Behavior

Buyers

Decider


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2. Define the target audience
Initiator

User

Buyers

Influencer

Decider

LIF’s Target Customer Analysis
2. Target market strategy:
- Target customer: women, 15-40 years old
(Women makes up 50% population, 19 million women is from 15-40
years old) potential segmentation, average increasing rate up to 1%
every year
- Women are the decision makers to buy
- They usually choose products that are convenient and suitable for
family members
- Have a habit of shopping in advance, often learn and compare the
quality of the same product that they intend to buy, to select the best
product.

- Be impacted by people's opinions, media ...

LIF’s Target Customer Analysis
1. Target customer:
a) Age:
- 6 months to 15 years: yogurt full cream without odor,
preservatives
- 15 - 40 years old: suitable for all kinds of yogurt,
choosing oneself like, tend to choose more nutritious
products, in addition, be psychological fat fear, eat
beautiful skin .. (with women)
- 40 years of age: fastidious in the use of food
b) Gender:
- Male: use yogurt as a snack, rarely buy actively
- Female: Frequent use in a variety of ways

3. Differentiation and positioning strategy
3. Differentiation and positioning strategy
- LIF's new products are targeted at female
customers aged 15-40.
- These families are mostly family-minded and
caring for their families with less attention to
themselves.


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3. Differentiation and positioning strategy

3. Differentiation and positioning strategy

3. Differentiation and positioning strategy
- New products of LIF have a completely new flavor, have not
been sold in Vietnam, different from all yogurts in Vietnam
- Smooth like ice cream, giving customers a new experience
when using.
- Fixed loose liquid or water splash
- The product contains natural ingredients
- Sophisticated design

4. Propose campaign’s objectives
 Increase the volume of social interaction by 40% in 2018
 Increase the natural traffic on the fanpage to 20% in 2018
 Increase the search frequency of the keyword Lif Kun 35% in
2018
 Increase the number of Lif Kun posts by 18% in 2018
 Reduce the rate of interaction and spread the negative news
about the brand 20% in 2018
 Increase the number of Internet emotions to 0.85 in 2018

5. Building the media message
• Decide the content of the message related to choosing topics, ideas
• Types of topics
 Physically
 Affection
 Ethics
• Factors to Consider When Choosing an Advertising Message:

1.
2.

3.
4.

Compose the message
Evaluate and choose media message
Propose media message
Reconsider the social responsibility of the message


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5. Building the media message

6. Define digital marketing communication channels

The message of Lif: "Love'in Farm,
Love Yourself" reminds women who
need to love themselves more by
taking care of themselves with the
best products.

7. Execution planning

8. Campaign budgeting
Percentage of sales method
Objective-task method
Competitor-based method
Competence-based method

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9. Measurement, Evaluation and Modify
• Đo lường kết quả và tính toán hiệu quả
• Điều chỉnh/Tối ưu
• Measurement objectives => Effective investment in Digital Marketing
• Measurements (KPIs) ~ Indicators to be monitored
• Performance measurement and calculation
• Adjust / Optimize