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Internet Marketing
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INTERNET MARKETING PLANING
GVHD: TS. NGUYN QUANG TRUNG
NTH: NHM 4
DANH SCH THNH VIN
Hunh Long H
H Th Kim Cng
Lng Th Ngc Qunh
Nguyn Vnh Lun1
2
3
4
Hong Phng Tho5
M hnh hnh vi tiu dng
Nghin cu hnh vi tiu dng
N lc gii thch nhng g khch hng mua, u, khi no, bao nhiu v ti sao
M hnh hnh vi tiu dng
Nhm d on quyt nh mua hng
Da trn cc yu t v nhn khu hc v ccbin s trung gian khc
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 348
M hnh hnh vi tiu dng
Quyt nh mua hng trc tuyn
Ti sao NTD chn mua hng trc tuynNguyn nhn % tr li
Mua hng thun tin sut 24h 35.1%
D dng so snh gi 33.1%
Giao hng min ph 31.5%
Khng ng c nh ti cc TTTM hoc cc ca
hng
30.8%
Mua hng online thun tin hn 29.2%
D tm kim hng ha hn trong ca hng 17.5%
C nhiu hnh thc mua hng trc tuyn hn 17.4%
Khng tr thu doanh thu 14.9%
Vn chuyn trc tip n ngi nhn qu 13.8%
D so snh cc sn phm vi nhau 11.4%
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 351
Cc yu t nh hng n quyt nh mua hng trc tuyn
Cc yu t % tr li
Gi c 95%
Giao hng min ph 90%
Tin tng ngi bn 75%
Khng phi tr thu doanh thu 60%
Phiu mua hng trc tuyn c sn 58%
Chnh sch tr/i hng 55%
Lng trung thnh ca khch hng/chng trnh qu
thng
35%
Quyt nh mua hng trc tuyn
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 351
Quyt nh mua hng trc tuyn
Nhan dang nhu cau
Tm kiem thong tin
anh gia cac kha nang thay the
Quyet nh mua
Hanh vi sau khi mua
Tin trnh mua hng trc tuyn v cch truyn thng h tr
Th trng Nhn thc NC Tm kimnh gi thay
thMua hng
Hnh vi
mua/lng trung
thnh
Truyn
thng
Truyn thng
i chng
Tivi
Radio
Bn in n
Mng x hi
Catalogs
Qung co trn
bo/giy
Truyn thng i
chng
Nhn vin bn
hng
Xp hng sn phm
n ca hng
Mng x hi
Cc nhm tham
kho
Ngi hng
dn d lun
Truyn thng
i chng
Xp hng sn
phm
n ca hng
Mng x hi
Chiu th
Gi th trc
tip
Truyn thng
i chng
Bn in n
Bo hnh
CSKH
Ph tng thay
th v sa cha
Hi NTD
Mng x hi
Trc tuyn
Banner
Cc trung gian
Cc s kin
Mng x hi
Cng c tm kim
Catalogs trc tuyn
Xem website
Email hng n
KH mc tiu
Mng x hi
Cng c tm
kim
Catalogs trc
tuyn
Xem website
Xem sn phm
nh gi ca
NTD
Mng x hi
Chiu th trc
tuyn
X s
Gim gi
Email hng
n KH mc
tiu
Chng trnh
BH ni bt
Cng ng
ngi tiu dng
Tin ni b
nhm
Email n
khch hng
Cp nht trc
tuyn
Mng x hi
M hnh hnh vi tiu dng trc tuyn
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 353
Tin trnh ra quyt nh mua hng l ging nhaukhng k l mua hng thng thng hay trctuyn
M hnh nhn mnh n:
K nng ca ngi dng
c tnh sn phm,
Xu hng mua hng trc tuyn
Nhn thc v vic kim sot qua mi trng web
c im ca website
M hnh hnh vi tiu dng trc tuyn
Hnh vi click chut (clickstream) l lot cc hotng ca khch hng trn Internet v ghi nhn ccdng ng dn cc trang khch hng i qua.
Tng ng vi im mua hng (Point of purchase) trong mua bn hng truyn thng
M hnh hnh vi tiu dng trc tuyn
Nhng yu t quan trng nht trong hanh vi click chutbao gm:
S ngy gh trang web gn nht
Tc click chut
S sn phm c xem trong sut thi gian ca lngh trang web gn nht
S lng cc trang web c xem
S lng sn phm c xem
Thng tin v nh cung cp (s tin cy)
S ngy t ln mua cui cng
S ln mua trc y.
M hnh hnh vi tiu dng trc tuyn
c tnh ni tri hn so vi Marketing truynthng:
Tnh c nhn
Tnh tng tc
Tnh tng ng
Tnh cng ng
S lc v Internet Marketing
- Web Site
- Marketing Online truyn thng
Marketing thng qua cng c tm kim (Search engine Marketing)
Marketing hin th (Display ad Marketing)
E-mail Marketing
Marketing lin kt
Marketing nh hng (lead-generation Marketing)
Marketing di dng ti tr
Phng thc Internet Marketing
- Marketing x hi
Marketing thng qua mng x hi(faceboook, google)
Blog Marketing
Twitter Marketing
- Marketing lan truyn
- Mobile Marketing
Phng thc Internet Marketing
Da trn vic thu hiu nhu cu ca tngc nhn v truyn nhng thng ipMarketing c c nhn ho ph hp vinhu cu ca tng khch hng mc tiu
Marketing mt i mt
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 387
53
2
1
4
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 411
Marketing lan truyn (Viral Marketing)
L mt hnh thc marketing x hi
l qu trnh tm kim khch hng ngim c th chuyn ti thng ip marketingca cng ty n bn b, gia nh v ngnghip
Chi ph tm kim khch hng v duy trkhch hng thp
Cng c thc hin: Email, mng x hi,video, cc trang game
L 1 hnh thc cng ty tr hoa hng cho cctrang web khc nhm gi n khch hnga ch trang web ca h
Chi tr hoa hng theo phng thc th hin:Tr theo lng truy cp, doanh s bn hnghoc khi mu ng k c hon tt
Marketing lin kt (Affiliate Marketing)
Nm 2005, ngnh Affiliate Marketing ng gp 20%doanh thu trc tuyn ti M, tng ng 53 t USD(orrester as quoted on ClickZ)
Nm 2006, cc Affiliate trn th gii kim c 6.5 tUSD t cc mng tip th lin kt (MarketingSherpasresearch)
Nm 2012, tng chi tiu cho Affiliate Marketing cadoanh nghip M l 2.99 t USD (Forrester Research)
Nm 2012, ngnh Affiliate Marketing to ra doanh thu1.43 t USD chim 6% doanh thu trc tuyn ti Anh.(IAB)
Marketing lin kt (Affiliate Marketing)
Merchant: Nh cung cp. L doanh nghip cung cpchng trnh lin kt
Affiliate: Ngi lin kt. L c nhn, doanh nghip thamgia gii thiu sn phm t merchant qua link gii thiu(affiliate link)
M hnh marketing lin kt
Social Network Marketing
L hnh thc qung co trn mng x hi ang tr nn cc k ph bin vi nhiu i
tng tham gia Mang li mt s thay i trong cch m mi
ngi tng tc x hi Facebook, LinkedIn, MySpace v Twitter l
nhng trang web mng x hi ph bin nht
Social Network Marketing
Nm 2012
1 t thnh vin Facebook,
140 triu user Twitter hot ng v hn175 triu ngi tham gia vo th giiLinkedin
Social Network Marketing
Trong nm 2012, 500 cng ty ln nht nc M c ti khon Twitter, 66% c ti khonFacebook, 62% c ti khon YouTube v 28% cblog cng ty.
Coca cola ng ca trang web v thay vo s dng Facebook
Trong nm 2012, cc cng ty M c k vngchi tiu khong 3,1 t USD cho vic qung co xhi. Khong 2 t USD trong lng chi ph ny vo Facebook, hn 80% cng ty M s dngFacebook cho mc ch marketing.
Blog
Mt thut ng c ngun gc t cp t WebLog hay Weblog dng ch mt tp san cnhn trc tuyn, mt quyn nht k da trnnn web hay mt bn tin trc tuyn nhmthng bo nhng s kin xy ra hng ngy vmt vn g .
Nn tng blog tt nht, thng dng nht trnth gii: WordPress, Opera, Blogspot
Blog Marketing
V tr cao trong danh sch chin thut qung com cc gim c tip th quan tm
72 triu ngi c blog v 26 triu ngi vitblog
Trong nm 2011, chi tiu trong qung co quablog khong 640 triu USD v c tnh tng ln775 triu USD vo nm 2015.
Tin qung co tp trung trong 100 blog hng um c ch mch lc v hp dn lng c giln.
Blog Marketing
Mt s hnh thc: Qung co (banner,textlink); Bi vit PR; Bi vit nhgi(review).
Blog Marketing thng c kt hp viSocial Media Marketing v Affiliate Marketing
S LC NET-A-PORTERLu 6, Jardine House, 1 Connaught Place, Central, Hong Kong
Net-A-Porter Group Limited l nh bn l thitrang cao cp trc tuyn dnh cho n gii hngu th gii.
nh v l mt thng hiu thi trang sangtrng, bao b p v dch v chm sc khchhng vt tri.
Cp nht hng tun vi nhng thng tin vsn phm mi, c xem bi hn 2,5 triu phn mi thng.
K hoch Marketing www.Net-a-Porter
Tm nhn
Tr thnh mt thng hiu bn l thi trang caocp trc tuyn dnh cho ph n hng u trn thgii
Mc tiu
Tng trng li nhun l 6%nm
S lng truy cp s tng ln 3 triu ngi/thng
S lng khch hng mi s tng 10%/nm
Chin lc
One to one (marketing c nhn)
Affiliate Marketing (marketing lin kt)
Viral Marketing (marketing lan truyn)
Blog marketing
Social Network Marketing (mng li marketingx hi)
K hoch Marketing www.Net-a-Porter
One to one (marketing c nhn)
1. Thu thp thng tin khch hng thng qua:Mc Contact Us/Customer Care, StyleAdvice, Net-a-Porter Premier Service haymc Account .v.v
2. Lu tr, Phn tch d liu, to h s khchhng
3. Phn loi khch hng c kh nng to linhun
4. Truyn t thng ip Marketing n tngkhch hng
Affiliate Marketing (marketing lin kt)
Thc hin chng trnh lin kt, i l(Affiliate) trn website www.Net-a-Porter, migi tham gia.
Thc hin lin kt, hp tc vi cc websitekinh doanh trc tuyn nh: Polyvore, Ebay,Amazon.v.v
Viral Marketing (marketing lan truyn)
Thc hin chng trnh tng thng cho cckhch hng khi gii thiu c mt khchhng mi mua sn phm ca website. C thnh sau:
Tng mt phn qu nh v mt coupon 10$cho ngi gii thiu c mt ngi khc muasn phm.
Blog marketing
Xy dng ring mt trang blog ng ti ccbi vit nu cm ngh v cc sn phm.http://editors-photo-diary.net-a-porter.com/
K hp ng vi nhng ngi ni ting vitnhng li nhn xt tch cc v sn phm trnBlog c nhn ca h.
Qung co trn cc Blog thng dng nh:Wordpress, the Fancy.v.v truyn ti thngtin
Social Network Marketing (marketing mng li x hi)
CHN THNH CM N
THY V CC BN
CH LNG NGHE!