Bài soạn Elite Programme 2 về đề tài Digital Marketing Strategy

1. - Week 16 -
Digital Marketing
Strategy
Digital Marketing | Digital Marketing Strategy | Case study

2. Digital Marketing
“The use of Internet as
a medium for
marketing and
communication”- Asia
Digital Marketing
Association
“The practice of promoting products
and services using database-driven
online distribution channels to reach
consumers in a timely, relevant,
personal and cost-effective manner” -
Jared Reitzin, CEO - mobileStorm Inc.
Digital marketing’ describes the management and
execution of marketing using electronic media such
as the web, e-mail, interactive TV, wireless media in
conjunction with digital data about customers
characteristics and behavior. - Dave Chaffey,
Insights Director at ClickThrough Marketing
Digital Marketing is an umbrella term for the targeted, measurable, and interactive marketing of products/services
using digital technologies as platform to reach consumers
Digital Media = Traditional Media + Measurable + Targetable + Optimize able + Addressable + Interactively + Relevancy + Viral able + Accountable
• Creat and nurture conversation
• Better ROI
• Faster and easier for optimization
• Online advertising
• Email marketing
• SEM - Search engine marketing
• SEO - Search Engine Optimization
• Online PR
• Mobile marketing
• Social Media
Why digital? Tools
Source:
• http://www.slideshare.net/curlylalala/digital-marketing-
strategy-101?v=qf1&b&from_search=12
• http://blog.chamxanh.com/2011/04/khai-niem-digital-
marketing.html
• http://www.brandsvietnam.com/congdong/topic/184-
Nhat-ky-hanh-trinh-Young-Marketers-%7C-Elite-
Development-Program-Buoi-11-Digital-Marketing

3. Digital Marketing Strategy
Digital marketing strategy is the oriented content plan towards where business wants
to end up from where it is now, ensuring that any digital marketing efforts can:
• Solve business issues
• Tailor to target audience
• Create behavioral changes
• Maximize return on investment
Strategy A plan that is intended to achieve a particular purpose
Processes S.O.S.T.A.C model
• Situation: Where are we now? (Business issues/opportunities…)
• Objective: Where do we want to be? (Business/marketing/communication goals…)
• Strategy: How do we get there? (Target audience, insight to come up with big
idea…)
• Tactics: How exactly do we get there? (Possible consumer journeys and
corresponding channels)
• Actions: The detail tactics who does what and when? (Specific activities on each
channel)
• Control: How do we monitor performance? (Evaluate each consumer
journey/channel to have suitable adjustments that ensures initial objective and
strategy
Source: http://www.slideshare.net/Cloudspotting/digital-marketing-strategy-guide-for-2014

4. Tipp-Ex - A Hunter Shoots a Bear
Situation: To coincide with the back-to-school period,
Tipp-ex, an European correction fluid company,
wants to promote online its whiteout Pocket Mouse
Objective: Boost sale – Spread the Tippexperience
Strategy:
• Target audience: European netizen who are pupils,
students and customers of Tipp-ex
• Insight: Digital platforms have boundaries for
users to fully experience. They want to break
down it, experience in more proactive way.
• Big idea: An interactive YouTube rich media
campaign for them to choose-their-own-story-
style video journey
Tactics and actions
• It starts with a video on YouTube featuring a hunter out in
the woods and suddenly facing a bear. At the end of the
video the viewer decides whether the hunter should shoot
the bear or not. Whatever the choice is, the hunter grabs
the Tipp-Ex Pocket Mouse from the banner next to the
video, whites out the word « shoots » and invites viewers
to choose the end of the story by writing their own verbs
directly in the title of the video. For each action, there’s a
video response.
• The new series of 46 films centre around the Hunter and
Bear celebrating their birthday party at different dates in
history. Visitors can change the date after deleting the
current date, 2012 (the end of the world), with a Tipp-Ex
Mini Pocket Mouse Correction Tape. Some of the
humorous films also offer interactive animations – there for
the finding.
• Fans of the Hunter & the Bear can also gather on a
dedicated Facebook page where the animations will be
translated in four languages.

5. Tipp-Ex - A Hunter Shoots a Bear
Within 100 days:
• The Tipp-ex YouTube channel : +35.5 million views.
• Average brand exposure: 5 minutes.
• The tippexperience hit 217 countries around the world.
• Shared 380,000 times on social media with a virality
rate of 500%.
• 46 million views.
• Shares, likes and comments on Facebook: +1 million.
• Tweets: 220,000.
• 60,000 online articles.
International TV coverage.
• Tipp-ex sales: +30% vs 2009 between 2nd September and
15th October 2010 (Europe/volumes)
• On the European market, the purchasing intention has
doubled during the campaign, according to the Ipsos test.
Result
Source: https://thisisnotadvertising.wordpress.com/2011/07/01/tipp-ex-a-hunter-
shoots-a-bear/