This document discusses digital marketing and online sales. It provides advice on optimizing campaigns to increase traffic, conversion rates, and total revenue for online sales. Key points discussed include understanding metrics like CPM, CPC, and ROI; targeting the right audience; evaluating platform performance; and tips for digital marketers like starting campaigns with questions and testing multiple vendors.

1. now
we’ll talk
about digital marketing

2. into
online
sale

3. đơn giản
thực tế
nhiều thông tin
tư duy mới
hấp dẫn
dễ nhớ

4. 1. buổi này nói về cái gì ta?
2. nghe xong ông này nói thì học được gì?
3. hình như nó có giải quyết một vài thắc mắc của
mình về online sale thì phải?
4. nghe ông Tiến nói xong thấy hơi rợn rợn và chóng
mặt, vậy để làm mấy cái này, mình cần phải có
những kỹ năng gì ta?
5. kỹ năng này bắt đầu mình “rèn” từ đâu trời?
most FAQs (mục trò hay thắc mắc) answer (mục bạn bè bốn phương trả lời)
1. tư duy làm digital marketing
2. 1 công thức T=TCB
3. Giải thích tại sao mình lại phải tối ưu traffics
quảng cáo về website?
4. dễ lắm, coi 1 ngày là hết
5. từ công việc hiện tại, và thằng đang chia sẻ

5. most FAQs
digital role in
marketing
Big Four
Big Two
Optimization
Buzzword
marketer
=investor
Performance
Formula

6. ROLE ACTIONS BUSINESS OUTCOMES
to deliver product information to provide users another option to sell
to listen users’ interaction to understand them more with a
profound insight
to sell more in the most
persuading and relevant way
to measure marketing effectiveness to optimize metrics better to sell more with an efficient cost
to test/ forecast creatives to select key creatives to sell more with the interesting
stories
to build incremental reach to distribute and amplify the
good stories in the big scale
to sell more in the mass scale
DIGITAL MARKETING ACTIVITIES
Online Sale
Performance Marketing

7. Marketing is Investment.
Then can we call..
Marketer = Investor?
Marketing is NOT Spending

8. purpose of investment
now how to think as the investors?
make profits.

9. 2. buying point and selling point?1. long-term vs short-term?
buying point
selling point

10. before deep-dive about online sale,
should we take a look at
digital marketers in daily life?

11. nghe nói dạo này sốchú tăng dữ lắm hả?
tốt. không hiểu gì hết.
ý anh là số nào?
cpm, cpc, cpa, cps, cplv
reach, impressions, frequency
time on site, sessions, users, in-
target, bounce rate hay là
budget?

12. VCCorp Adtima
Ambient
The Impressions World
how to evaluate which one is good area
and invest smartly?

13. vài thứ cơ bản thôi:
optimization, tracking, bidding, planning,
booking, measuring, dealing, inventory,
customizing, budget, setting x running
ads, engaging..
and year-end bonus also.
bớt chém tiếng anh lại dùm.
cái kia khó quá cho qua. vậy bình thường
chú mày hay làm gì trong digital?

14. vậy chứ các bạn digital hay chém gió bàn luận
chủ đề gì?
Thường thì tụi em chém về:
better optimization, mobile first,
artificial intelligence, block chain,
technology 4.0, digital 4.0...
lại chuẩn. giờ để cho
bàn dân thiên hạ hiểu,
chú tém lại giúp anh.

15. metrics:
CPM, CPC, CPCV, CPLV,
reach, impressions, frequency
time on site, sessions,
retention rate, users, bounce
rate....
”norm”:
tracking, optimizing, targeting
bidding, inventory,
performance, budget, set up
ads, run ads, content timeline,
engagement, interactions,
target audience...
“buzz words” for air-blade:
optimization, mobile first,
artificial intelligence, block
chain, technology 4.0, digital 4.0,
brand lift, mechanism,
consumer journey...
metrics =
numbers you care most
digital norms =
tasks you face most
topic often talks =
digital updates
to sum up, 3 sections

16.  more people know about it
1.
Campaign A 100 people know the promotion
Campaign B 150 people know the promotion (+50ppl)
Campaign A sold 50 OPPO F5
Campaign B sold 75 model (+25unit sold)
Campaign A took 12 days to reach the sale target
Campaign B took 9 days to reach the sale target
 sell more products with the same period
 optimizing process more effectively
Online sale objective

17. total revenue traffics conversion rate basket valuex x
số khách quan tâm tỉ lệ khách chuyển đổi
thành công
giá trị đơn hàngtổng doanh thu
2.
traffics conversion rate basket value total revenue
standard 1,000 10% 10,000 1,000,000 1
op2 1,100 10% 10,000 1,100,000 2
op3 1,100 9% 10,000 990,000 3
op4 1,000 9% 10,000 900,000 4
Key Results

18. 2.1
Cost CPT traffics conversion rate basket value total revenue
standard 100,000,000 3,500 28,571 10% 1,000,000 2,857,142,857
op2 100,000,000 3,000 33,333 10% 1,000,000 3,333,333,333
op3 100,000,000 2,500 40,000 10% 1,000,000 4,000,000,000
op4 100,000,000 2,000 50,000 10% 1,000,000 5,000,000,000

19. How you understand optimization?
1 2 3
with the same cost,
get more results
invest 100
get 120
with the less cost,
get the same results
invest 80
get 120
with more cost, get
the double results
invest 120
get 200
invest 100
get 100
ROI 20% ROI 50% ROI 67%
3.

20. 4. Why target audience is so important?
target audience
male
28-45
businessman
middle-income
HCM x HAN
market
Garbage in, Garbage out.
1. less cost
2. more accurate
3. exploitable data
4. ”buy” more time

21. Does the platform drive the performance?5.
we know the game we are in as important as we win the game.

24. google
for big players
good:
various inventory (ecosystem)
cutting-edge reporting automatic
search is a key moment of purchase decision making
clear-section of paid x organic search zone
pagerank is considered a measureable trust level
not so good:
recommendation goal is so often repeatable (youtube)
brand safety need more control by manual
ads could be annoyed (youtube)
banners size is pretty small (GDN)
cost is being fluctuated by competitors
facebook
for everyone
good:
more accurate targeting to audience
recommendation algorithms is better
mobile optimization better
features more visible
not so good:
updates so often without informing real-time
algorithms is skewed to customers
lack of control accuracy and transparency
inventory strongly fluctuated if the category is fierce
fake news

25. 6. some advices
 start campaign with questions
 always split budget into 2-3 vendors
 tried-and-trued target audience (if concern)
 learn more psychology
 get updates the situation of vendors