1. ASSIGNMENT – DIGITAL MARKETING STRATEGY
Duong Fow
Dung Jin

2. the use of digital technology and Internet, to promote
the brand and its products, by take the brand to its
consumers through various forms of digital media.
Digital marketing
the content plan that ensures any digital marketing
efforts are tailored to the brand’s target audience
Digital marketing strategy
DEFINITION

3. Digital Marketing Plan building
Situation analysis StrategyObjectives Execution Control
Where do
we want to
be?
Where are we
now?
How can we
get there?
Tools to help us
get there
How to
measure
performance
Setting smart
objectives
Analyzing the
current situation
(market, customers,
competitors, and our
own capabilities,
etc.) to define the
problem, or new
opportunities
Based on situation
analyzing and
defined objectives,
choosing target
audiences, finding
insight, building the
proportion for digital
marketing plan.
Developing the
communication
idea, implementing
the detail activities
through digital
channels (Search
engine
optimization,
Google AdWords,
email marketing,
Google Analytic,
social network…)
KPI’s
Web analytics
It is no different from building a marketing strategy, but works on digital technology, spread by digital media
METHODS
& TOOLS

4. RACE FRAMEWORK
METHODS
& TOOLS
METHODS
& TOOLS

5. Digital Marketing Strategy
Digital marketing strategy would be build once the company define clearly their situations and
objectives. A digital marketing strategy should be build by:
Understanding customers:
A company’s online customers/audiences may have different demographic, characteristics and
behaviors to its offline customers. -> require different segmentation, selectively targeting or specific
insight though specific content and messaging online.
Proposition
Define online proposition. This should flow from brand positioning and be what the customers see
immediately and experience when they interact with the brand online.
Online communication ideas
Develop the online integrated communication ideas
Engagement and content strategy
Have to priorities content types and ensure the company devote sufficient resource to it to create
quality content which helps it compete and be unique.
METHODS
& TOOLS

6. Situation analysis
“Nhà là nơi…”
- Fami brand -
Fami want to tap on family topic in a new way. A campaign neither
has make-you-cry scenes telling the stories of family reunion like what
Coca-Cola and Neptune did, nor follows suit Vinacafe to ask people
transform their love for parents into words. While other brands were
busy with preparing for Mother’s Day and Father’s Day, Fami want to
focus its efforts on campaign celebrating Vietnamese Family Day (28
June)
Fami is a product for whole family which targets different customer
segments from the Baby Boomer to Gen Y. Moreover, GenY (20-35) is
key segment who makes shopping decision.
How Fami differentiates its
campaign from others and
leaves the audience no
boredom?
Digital campaign is the best choice
(this generation uses Internet the most
in Vietnam, going online will help the
brand reach these people better)
CASE
STUDY
Emotional connection between customer and brand is still weak and
it has been 1 year from launching 2 tvcs, Fami don’t create any
remarkable activities to enhance Brand Value
This is not advertising campaign,
but PR campaign which create
new news relevant to Fami brand
for customer to talk about.

7. Communication Objectives
Increase brand advocacy and drive customer’s attention
by owning Vietnamese Family Day
Tighten emotional connection about family bonding with
consumer
Marketing Objectives
Increase frequency for current shopper who
is loyal target
Business Objectives
Increase Revenue in Second Quarter

8. Proposition
whole generations of family
daily healthy drink
give you great tasting of soymilk yet
enjoyment of drinking shared with your family
Fami is produced from the best soybeans of
Highland area and is favored by millions
households in Vietnam
TO
FAMI IS THE
THAT
THAT’S
BECAUSE
BRAND ESSENCE
NOURISHING FAMILY BONDING MOMENT
Understanding customers
Insight: I belong to my family
which brings special meaning
and great value in inside of me.
Putting these inside into words is
so hard, yet is a way to express
my true feeling.
Target Customer: Gen Y ( 20-
35) who cherish family
bonding moment.

9. MAKE YOUR OWN “HOME” DEFINITIONBIG IDEA
“NHÀ LÀ NƠI…”
KEY MESSAGE
FAMI RECALL YOUR TRUE FEELING ABOUT FAMILY SO THAT
YOU CAN NOURISH YOURSELF FAMILY BONDING MOMENT

10. MUSIC VIDEO
Singers My Linh, Cam Ly,
Hoang Bach, and Issac are
brand ambassadors. They
together appear in a vivid
MV in which ‘Home’
definitions are turned into
beautiful lyrics.
INTERACTIVE PLATFORM
Online users are welcomed
to design a poster where
they can put down their
own definitions in microsite
nhalanoi.com
VIRAL CLIP
Youtube influencers JVevermind,
An Nguy, Dua Leo, Du Do Dut,
and FAPtv Com Nguoi are also
invited to contribute their
opinions about Home.
EXECUTION
SUPPORTIVE TACTIC
Editorial article: support
communication channel in
awareness and triggering
Paid media: Run paid
media on online magazine
and social net work and
youtube