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DIGITAL MARKETING CƠ BẢN Presented by Nguyen Ha Anh Thao http://facebook.com/HoiNhungNguoiLamOMarketingAgency

Training Digital Marketing

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Text of Training Digital Marketing

  • http://facebook.com/HoiNhungNguoiLamOMarketingAgency DIGITAL MARKETING C BN Presented by Nguyen Ha Anh Thao
  • Mc lc 1. B mt Marketing ngy nay 2. Cc cng c ca Digital Marketing 3. Xy dng mt chin lc Digital Marketing 4. Tiu ch nh gi thnh cng ca mt chin lc Digital Marketing
  • B mt Marketing ngy nay Marketing trong thi i Internet ln ngi
  • 30.8 triu ngi Vit Nam ang s dng Internet Ngun: Miniwatts Marketing Group
  • H thng vo web Ngun: Bo co ca Yahoo v TNS Media v tnh hnh s dng Internet ti VN - 2010
  • ng c vo web l Ngun: Bo co ca Yahoo v TNS Media v tnh hnh s dng Internet ti VN - 2010
  • Cc Cng C lm marketing Khai thc ti a hiu qu ca cc cng c
  • Cng c lm marketing Nghin cu marketing -Online Survey & Poll -Website Analysis Qung b -Display Ads -SEM -PR Article -Online Event/ Activation - Power Users - SEO - Sponsorship Bn hng -Support Center -Telemarketing -Microsite -Email Marketing -Affiliate Marketing -SEM Chm sc khch hng -Support Center -Qun l Database -SMS Marketing
  • #1: NGHIN CU MARKETING (Marketing Research)
  • Phn tch lng truy cp & tnh hiu qu chi ph marketing Google Analytic - Getclicky Real time web analytics
  • Ly cc tng t kha v c tnh lu lng truy cp
  • Tm hiu lng truy cp v ngi dng ca mt website
  • nh gi quan tm cho t kha tm kim
  • Tm khch hng mi nc ngoi
  • #2: QUNG CO TR PH (paid ads) DISPLAY ADS SEM RICH MEDIA IN- TEXT INTERACTIVE
  • Tnh gi trn gi theo thi gian t qung co CPD Hnh thc bn qung co ph bin cc website Vit Nam nhng li thi so vi th gii
  • Ty mc tiu l qung b thng hiu, thu ht ngi click hay bn c hng m chn hnh thc ph hp CPA hay xi bao nhiu, tr tin by nhiu
  • CPC, CPM, CPA Kim sot c vic hin th Kim sot c thi gian qung co Kim sot c ngn sch Ty chn tnh ph theo lt xem hoc lt click
  • Ads Banner
  • Rich Media Video
  • Display Ad trn Facebook
  • Interative Ads
  • Search Engine Marketing (SEM)
  • Qung co In_Text
  • #3: SEARCH ENGINE OPTIMIZATION (ti u ha my tm kim)
  • Mun ng khch th phi ra mt tin
  • Onsite checklist Web pages Title Tag Meta Description Meta Keywords Meta Robots Sitemap Creation Submission to Search Engines Extra pinging Broken Link Checking Keyword Density Check Image Optimization Link Optimization Offsite checklist + Link building Directory submission Article distribution Press release submissions Forum posting Blog commenting Manual link building Link exchanges Social bookmarking submission Social media optimization Th hng trn Kt qu tm kim cng cao, c hi c thm nhiu khch hng cng ln.
  • Bn ci khch hng cn, ng bn ci mnh c. Cn phi phn on khch hng tim nng tm kim g trn trang ca mnh lm SEO nhng t kha h s dng thay v lm SEO nhng t kha m bn cho l mnh c th mnh. Tt nhin t kha cng phi ph hp vi chin lc branding ca cng ty.
  • ng ngi on m. Hy s dng cc cng c nghin cu Keywords nh Keywords Tool, KeyWord Tracker, Google Insight for Search tm hiu nhng t kha m khch hng tim nng quan tm nht.
  • Cng ng tham lam nhng t kha mang li nhiu ngi xem m b qun nhng t kha gip bn tip cn chnh xc khch hng tim nng. Chng hn t kha Event s thu ht nhiu traffic hn t kha k hoch t chc s kin nhng t k hoch t chc s kin gip bn tip cn chnh xc nhng ngi lm Event.
  • Content is King l cu ni ca ming ca ngi lm SEO. Ni dung ng trng tm vi mt t kha hp l gip trang web c u tin hn. S cp nht hng ngy, hng tun gip my tm kim u i tham quan trang web ca bn hn.
  • Landing Page cha ni dung ph hp mc ch khch hng tm kim s gi chn h li lu hn. La chn cc website ph hp, ngh trao i link, lm forum seeding, ng bi c dn ngun hoc mua lin kt lm mi cch a link website ca mnh ln.
  • Nu nhng website c th hng, uy tn v c ni dung tng ng dn lin kt ca website bn th l mt iu rt c gi tr. T kha (keyword) ni v g th ni dung landing page phi phn nh iu .
  • #4: SOCIAL MEDIA MARKETING (marketing trn truyn thng x hi)
  • To blog truyn thng: To blog ring ca ctr, ng cc thng tin ph hp, add friends v thc hin truyn thng Khuyn khch user tag nh, tag bi: S dng tag lm cng c truyn thng rng ri theo cp s nhn. Dng power user: Mi hot blogger hay blogger c nhiu friends vit bi, a tin v chng trnh: a tin 1 cch kho lo v gy quan tm cho d lun mt cch t nhin. Comment: ng link web site ln cc blog c thng tin tng ng thu ht s ch
  • 2. Social Network Gi link, thng tin: ng link, thng tin ln cc trang, tho lun, bu chn cho ln Top To profile qung co: To profile ring cho chng trnh trn cc trang cho php to profile, cung cp thng tin hu ch cho ngi dng, thm Friend v qung b Bnh lun, tranh ci: Bnh lun, tranh ci xung quanh mt vn no lin quan n ctr, v li ko ng o ngi tham gia Dng avatar/bi ca user truyn thng : Chn ra 1 nhm user (thng l c nhiu friends v friends l i tng mc tiu) tr tin cho h thay avatar c logo SP/ctr /ng bi note/status ni v chng trnh, sn phm/gi tin nhn c nhn/gi invitation cho Friend ca h. Mi dng th, mi nhn xt: a ra li mi dng th sn phm, mi ngi dng nhn xt v n, mc ch cui cng l li ko s ch ca i tng n SP/ctr cn qung b.. Game, Apps
  • 3. Media Sharing Gi clip, hnh, presentation, truyn tranh t v, truyn ci, th c ni dung hp dn lin quan n SP/ctr: v lan truyn link trn mng gy ch cho c dn mng To cuc thi: To mt cuc thi (thi clip, thi ht, thi nh) thu ht i tng tham gia v vn ng bn b, ngi thn ca mnh vote -> tng s lng tuyn truyn theo cp s nhn. Phng vn trc tuyn: Phng vn trc tuyn 1 ngi gy nh hng d lun (ngi sao, VIP trong 1 lnh vc) thu ht s quan tm, v trong cuc PV c cp n SP/ctr. Bnh chn, trng cu: a ra cc bnh chn, trng cu v 1 clip, hnh, poster, mc ch cui cng l li ko s ch ca i tng n SP/ctr cn qung b.
  • Gi tin nhn vo hp th n ca tt c thnh vin: Dng phn mm Mass PM gi tin nhn qung b vo hp tin nhn ring ca thnh vin din n To cc topic gy ch : ng cc topic qung co trc tip/gin tip v SP/ctr gy ch cho thnh vin din n, bnh lun, tranh ci.. Tht nhiu xung quanh vn cho thm phn nng hi. Test sn phm, bu chn: L nhng cch d dng gy ch cho i tng v khuyn khch c i tng tng tc, a ra phn hi. Mc ch gin tip l gy ch cho i tng. To box, topic u tin c tr ph: Tr tin cho admin c nh sticky cho topic hoc m nguyn 1 box cho SP/ctr ngi qung co c th trc tip tng tc vi thnh vin din n.
  • #6: Email Marketing
  • Ngi ta dng Email Marketing Mi mua hng Thng bo sn phm mi Gii thiu chng trnh khyn mi Nhc nh cho khch hng Gn lc database H tr ngi dng Lm Viral Marketing Mi tham gia s kin CH CN VI CLICK CHUT Tip cn lng ln khch hng trong thi gian ngn vi chi ph thp
  • Database chn lc Tiu gy ch Thu thp ng a ch email ca cc khch hng mc tiu v c s ng ca h s tng t l m v gim nguy c mail b lit vo spam. Tiu dng Gy t m, hi thc, cung cp li ch c th, hay nu ra vn ngi dng ang gp phi s tng t l m mail. Ni dung thu ht Trnh by p, c nhn ha, ngn gn, sc tch, thu ht h n nhng dng cui cng Lm th no c 1 chin dch Email Marketing thnh cng?
  • CC HNH THC GI EMAIL MARKETING 1. Dch v Email min ph -Gii hn v s lng: Gmail ch c gi 200 email/ngy, Yahoo ch c gi 100 email/ngy -Khng c sn cc mu HTML Template trang tr email -Khng theo di c lng m th, lng click, thng k ngng nhn tin, lng mail hng 2. Phn mm gi mail trc tuyn - Gi c mt s lng ln mail Server c uy tn th t l mail vo Inbox ca ngi nhn cng cao. D s dng, khng cn ci t v tch hp sn trn trang web ca nh cung cp Theo di v o lng c hiu qu Thng c sn cc mu HTML cho khch hng s dng trang tr mail 3. Gi mail qua hosting, server - Gi c mt s lng ln mail Server c uy tn th t l mail vo Inbox ca ngi nhn cng cao. Cn mt phn mm gi mail ci t vo hosting, server Cn can thip v ci t trn hosting, server cho nn phc tp hn
  • TOP 10 DCH V EMAIL MARKETING TRN TH GII http://www.toptenreviews.com
  • BNG GI MT S DCH V EMAIL MARKETING TI VIT NAM * Vo thng 7 nm 2012. So snh gi gi 50,000 mail/thng migo.vn iclick.vn sunshinevn icontact fiboweb netnam.vn vinacontact.com bits77 vosvn.com.vn linkleads.vn 1,100,000 1,200,000 1,150,000 1,000,000 1,200,000 1,200,000 1,200,000 1,000,000 1,200,000 1,150,000 Hu ht dng m ngun ca dch v Interspire Email Marketer
  • #7: SMS Marketing
  • S dng dch v gi tin nhn ch ng chuyn gi tin nhn qung co ti khch hng l cc thu bao in thoi. Thng tin SMS m khch hng tim nng mun nhn l nhng thng tin thuc cc lnh vc: Thng tin khuyn mi Qung co tip th Dch v, thng mi Ti chnh, ngn hng Qun l, phn phi Cc chin dch Marketing c kh nng to tn n v gi ring (header-name) . - GLINKADS-
  • Xy dng mt chin dch Digital marketing Nm bt c hi thnh cng vi ngi dng mng
  • Phn tch th trng & sn phm, Khch hng mc tiu Xc nh mc tiu, mc ch Thng ip cn truyn ti Chin lc & cng c Thc thi & o lng
  • Phn tch tim nng th trng Phn tch i th cnh tranh Nhn din khch hng mc tiu Nghin cu hnh vi ngi dng Phn tch th trng(Market Research ) Nghin cu khch hng(Customer Research Research) Kim tra GoogleFriendly, User-Friendly Phn tch Site structure Phn tch Content, Meta Data Phn tch website (Site Audit) Phn tch URL, Internal Link, Backlink Lit k t kha ph hp t u tin cho t kha Nghin cu t kha (Keyword Research)
  • Phn tch th trng & sn phm, Khch hng mc tiu Xc nh mc tiu, mc ch Thng ip cn truyn ti Chin lc & cng c Thc thi & o lng
  • Mc ch Kinh doanh . Doanh s . S lng khch hng trung thnh . . Th phn Li nhun
  • Mc ch Marketing . S nhn bit ca khch hng . Xy dng lin h mt thit vi khch hng . Xy dng mt cng ng ngi dng . Khng nh s hin din trn Internet
  • Concurent User (CCU) Page View Conversion Rate (CR) Online Payment Volume Visit, Visitor Ranking Returning Visitor Registered Member Bounce Rate Time on site Number of post, comment Page Fan Job applications received
  • Phn tch th trng & sn phm, Khch hng mc tiu Xc nh mc tiu, mc ch Thng ip cn truyn ti Chin lc & cng c Thc thi & o lng
  • Th v, li cun (Interesting) C cm xc (Emotional) C tnh thi thc (Urgen) C tnh lan truyn (Viral)
  • Phn tch th trng & sn phm, Khch hng mc tiu Xc nh mc tiu, mc ch Thng ip cn truyn ti Chin lc & cng c Thc thi & o lng
  • Attention Gy ch cho khch hng Paid Ads Email Marketing SEM SEO Social Media Marketing SMS Marketing Interest Search Thu ht s quan tm ca khch hng Social Media Marketing Emai Marketing Website To c hi tip cn thng tin y Website Email Marketing Social Media Marketing Support Center Action Thc y qu trnh ra quyt nh Social Media Marketing Email Markteting Share Lm cho thng tin tt v SP cng lan rng Social Media Marketing Quy trnh ra quyt nh mua hng AISAS *M hnh ny do Dentsu xut
  • Phn tch th trng & sn phm, Khch hng mc tiu Xc nh mc tiu, mc ch Thng ip cn truyn ti Chin lc & cng c Thc thi & o lng
  • 100 KPIs to measure www.marketersstudio.com 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. Volume of consumer-created buzz for a brand based on number of posts Amount of buzz based on number of impressions Shift in buzz over time Buzz by time of day / daypart Seasonality of buzz Competitive buzz Buzz by category / topic Buzz by social channel (forums, social networks, blogs, Twitter, etc) Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) Asset popularity (e.g., if several videos are available to embed, which is used more) Mainstream media mentions Fans Followers Friends Growth rate of fans, followers, and friends Rate of virality / pass-along Change in virality rates over time Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) Embeds / Installs Downloads Uploads User-initiated views (e.g., for videos) Ratio of embeds or favoriting to views Likes / favorites Comments Ratings Social bookmarks Subscriptions (RSS, podcasts, video series) Pageviews (for blogs, microsites, etc) Effective CPM based on spend per impressions received Change in search engine rankings for the site linked to through social media Change in search engine share of voice for all social sites promoting the brand Increase in searches due to social activity Percentage of buzz containing links Links ranked by influence of publishers
  • 100 KPIs to measure 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. Percentage of buzz containing multimedia (images, video, audio) Share of voice on social sites when running earned and paid media in same environment Influence of consumers reached Influence of publishers reached (e.g., blogs) Influence of brands participating in social channels Demographics of target audience engaged with social channels Demographics of audience reached through social media Social media habits/interests of target audience Geography of participating consumers Sentiment by volume of posts Sentiment by volume of impressions Shift in sentiment before, during, and after social marketing programs Languages spoken by participating consumers Time spent with distributed content Time spent on site through social media referrals Method of content discovery (search, pass-along, discovery engines, etc) Clicks Percentage of traffic generated from earned media View-throughs Number of interactions Interaction/engagement rate Frequency of social interactions per consumer Percentage of videos viewed Polls taken / votes received Brand association Purchase consideration Number of user-generated submissions received Exposures of virtual gifts Number of virtual gifts given Relative popularity of content Tags added Attributes of tags (e.g., how well they match the brand's perception of itself) Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
  • 100 KPIs to measure 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated 81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
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