Marketing

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Quản trị
Marketing

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Mô hình AIDA truyền thống
và thay đổi theo thời điểm hiện tại

Attentio
Interest Desire Action
n

Advoca
Aware Appeal Ask Action
te

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Khái niệm Quản trị marketing là quản trị quy trình

ST
R M I C
P

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Marketing revolution
Marketing 1.0 Marketing 2.0/3.0 Marketing 4.0

PRODUCT CUSTOMER SOLUTIONS CO-CREATION

Sản phẩm Giải pháp cho khách hàng Đồng sáng tạo

PRICE CUSTOMER COST CURRENCY

Giá thành Chi phí của khách hàng Tiền tệ

PLACE CONVENIENCE COMMUNAL ACTIVATION

Phân phối Thuận tiện Kích hoạt cộng đồng

PROMOTIONS COMUNICATION CONVERSATION

Khuyến mãi, truyền thông Giao tiếp Trò chuyện

Chương 1
Platforms

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Social

Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 PART 1
DIGITAL MARKETING FUNDAMENTALS

CHAPTER 1
INTRODUCING DIGITAL MARKETING

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Learning objectives

• Explain the relevance of different types of digital

platforms and digital media to marketing
• Evaluate the advantages and challenges of digital media
• Identify the key differences between customer
communications digital marketing and traditional
marketing.

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Questions for marketers

• What are the options for digital marketing to grow our

business?
• What are the key benefits of digital marketing?
• What differences do digital media introduce compared to
existing marketing communications models?

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.1 Google timeline
Source: Google Corporate
Timeline:
www.google.com/about/co
rporate/company/timeline/

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Online opportunities

Table 1.1 Timeline of online services indicating innovation in business model or marketing communications approach

Chương 1
 What is it?
Introducing the scope of digital marketing
• ‘Achieving marketing objectives through applying digital
technologies’
– How?
• Marketing is the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.
Chartered Institute of Marketing
– How?

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 A more in-depth definition
Customer-centric digital marketing involves:
• Applying…
Digital technologies which form online channels…
(Web, e-mail, databases, mobile, iPTV)
• to…
Contribute to marketing activities aimed at achieving
profitable acquisition and retention of customers
(within a multi-channel buying process
and customer life cycle)
• through…
Improving customer knowledge (of their profiles, behaviour, value and
loyalty drivers), then delivering integrated targeted
communications and online services that match their individual
needs

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Which platforms are involved?

• What ways can you access the

Web or Internet through a browser?
– Dual-screening is important
– For suggestions, see pp. 13–14

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 The intersection of the three key online media
types (Figure 1.2)

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Digital marketing

Multi channel Ommi channel

Online

Offline

Seamless

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 How do digital technologies contribute to
marketing?
• The definition of marketing by the Chartered Institute of
Marketing (http://www.cim.co.uk/) is:
• Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirements
profitability.
• Give examples of how the Internet (web and e-mail) achieves
these?

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 How do digital technologies support marketing

Identifying – the Internet can be used for marketing research to find out
customers’ needs and wants.

Anticipating – the Internet provides an additional channel by which

customers can access information and make purchases – evaluating this
demand is key to governing resource allocation to e-marketing.

Satisfying – a key success factor in e-marketing is achieving customer

satisfaction through the electronic channel, which raises issues such as: is
the site easy to use, does it perform adequately, what is the standard of
associated customer service and how are physical products dispatched?

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.4 YouTube video
explaining the Tesco
Homeplus Virtual Subway
Store presence in South
Korea
Source:
www.youtube.com/watch?
v=fGaVFRzTTP4

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Benefits of digital
marketing – The 5Ss

1 SELL – Grow sales

2 SERVE – Add value

3 SPEAK – Get closer to customers

4 SAVE – Save costs

5 SIZZLE – Extend the brand online

Table 1.2 The 5Ss of Internet marketing Source: Chaffey and Smith (2012)
Chương 1
 Phân biệt
Brand
awareness Brand cognitive Brand cognitive

Nhận biết thương Nhận thức thương Nhận thức thương

hiệu hiệu hiệu

PRODUCT CUSTOMER SOLUTIONS

Sản phẩm Giải pháp cho khách hàng

PRICE CUSTOMER COST

Giá thành Chi phí của khách hàng

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Applications of digital marketing (Ứng dụng)

1.An advertising medium

2.A direct-response medium
3.A platform for sales transactions
4.A lead-generation method
5.A distribution channel
6.A customer service mechanism
7.A relationship-building medium.

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Summary and examples of transaction alternatives between
businesses, consumers and governmental organisation
Figure 1.6

Chương 1
 E-business and e-commerce

• You are attending an interview for a job in an E-commerce

department. You are asked to:…
• Define e-commerce
• Explain the relationship between
e-commerce and e-business?

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.7 The distinction
between buy-side and sell-
side e-commerce

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 E-Commerce E-Business

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 What are the challenges of managing strategy?

• Unclear responsibilities for digital

• Setting objectives
• Lack of budget
• Budget wasted through experiments/duplication
• Developing new propositions and campaigns to compete
• Lack of measurement
– i.e. No plan.

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Why is a digital strategy needed?

• To set clear goals for digital channels

• To align with business strategy (avoid ad-hoc approaches)
• Create a specific online value proposition (OVP)
• Specify communications tools to drive visitors
• Integrate digital and traditional channels
• Manage customer life cycle (e.g. through email
marketing).

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Different overlapping forms of web presence
Give an example of each

• Transactional e-commerce site:

• Examples – Amazon, Dell
• Services-oriented/relationship building
– Accenture, British Gas
• Brand Building site
– Tango, Guinness
• Portal or media site
– Yahoo! Silicon.com
• Social network or media site

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.9 A generic digital
marketing strategy
development process

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Table 1.4 Key marketing
communications concepts

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 RACE model

Figure 1.10 RACE: Reach–Act

(Interact)–Convert–Engage
Source: Smart Insights (2010)

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.11 Six
categories of e-
communications
tools or media
channels Source:
Chaffey and Smith
(2012)

Vd: Media alert và brand protection đang

được Vingroup thực hiện rất hiệu quả.

Brand protection:
Bắt 4 tiếp viên hàng không mang ma túy t
ừ Pháp về

Chương 1
Chương 1
 Differences of digital media

• Split into groups

• For each of 1.13 to 1.16 students summarise differences
between traditional media and digital media and how
they can be used to advantage by companies.

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.12 Evolution of web
technologies
Source: Adapted from Spivack
(2007)

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.13 Summary of
communication models for (a)
traditional media, (b) new
media

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.14 Summary of degree
of individualisation for: (a)
traditional media
(same message); (b) new media
(unique messages and more
information exchange
between customers)

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.15 Channels requiring
integration as part of
integrated e-marketing
strategy

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.16 The role of mixed-
mode buying in Internet
marketing

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Figure 1.17 Travel Republic
(www.travelrepublic.co.uk)

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Fundamental digital marketing concepts

Customer engagement: Permission marketing:

• Repeated interactions that • A value exchange in return for
strengthen the emotional, communications and profiling, e.g.
psychological or physical E-mail opt-in, Like of brand on
investment a customer has in a Facebook.
brand.’ cScape
• ‘The level of involvement,
interaction, intimacy and influence
an individual has with a brand over
time.’ Forrester

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Content marketing activities

• Define content engagement value

• Create content media/assets
• Content syndication (influencer outreach)
• Content participation
• Content access platform.

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016
 Content marketing approaches

Figure 1.18 The Content

Marketing Hub
Source: Smart Insights
(2015a)

Chương 1 Chaffey and Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 6e © Pearson Education Limited 2016