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Buoi 3: Marketing research trong lap ke hoach marketing

1. Background knowledge- Xay dung outmedia: website, fanpage, blog, youtube- Xay dung paid media: adword, fb ads, banner display

aid media-! out media -! khach hang tiem nang "lead#: $% de lai thong tin lien lachoac dien &ao form khai thac thong tin "con&ersion rate: ti le chuyen doi tu nguoi'em thanh ()*+ "cac $% de lai thong tin##

"u &an &ien# chot saleMột số các tỉ lệ cần lưu ý : M, "cost per click#, * "cost per action#, "instant#, (: cost per lead chi ph/ mua data t0 bn trung gian2 : costper sale

- X4y d5ng )arned media: c6c knh ln ko m7t ti8n, c9 t/nh lan truy8n "&iral#- !lm ontent Marketing hay;b, <outube: c= 3 lo>i media, )?: out media & earned media "ko tr= tiefncho bn th@ ba#

A. uy trCnh lDp kE ho>ch +igital M$A.1. Marketing Mi': FGi &Hi s=n phIm J roduct, rice "F7u gi6 trnnternet# , lace "aKliate M$: b6n hang Lua trung gian- white doctor#,romotion "ntergrated M$ ommunication: truy8n thng mang t/nh t/chhNp#

A.A. Marketing Mi': FGi &Hi dOch &P Q: RRR hiEn lSNc truy8n thng:

ThoU ruy8n thng cho ai RR cng chVng trong truy8n thng: Wd: truy8n thngcho nh9m hc sinh sY dPng hocmai.&n cZn ph=i truy8n thng cho phP huynh hs-! ph=i '6c [Onh cho nh9m cng chVng 'oay Luanh [Gi tSNng ny

ThatU hng [i\p truy8n thng: nhi8u thng [i\p sY dPng cho nhi8u giai [o>n

%owU ] tS^ng truy8n thng: 6ng t>o &8 c6ch th@c "tiEp cDn [Vng mPc tiu m_tc6ch thng minh, thng [i\p & ` tS^ng Lu=ng c6o sang t>o# W+: A1 chongSi &o ph6t b9ng bay c9 in tn thSng hi\u

ThereU

ThenU hia nh chiEn dOch thnh nhi8u giai [o>n: giai [o>n g4y s5 chV `, giai[o>n gia tang tr=i nghi\m, giai [o>n tang tCnh c=m ca kh6ch hang [Gi &Hi s=nphIm dOch &P

A.3 egmentation: h4n [o>n thO trSng- cn tiu ch/ [ ph4n [o>n: hn thOtrSng nh nhSng tang tn su7t Lu=ng c6o, lm thuong hi\u khng nn nhm thOtrSng Lu6 r_ng "undijerentiated M$: M$ khng ph4n bi\t, m_t chiEn dOchLu=ng c6o cho t7t c= c6c ph4n khVc, dijerentiated M$ : M$ ph4n bi\t, thiEt kEchiEn dOch & n_i dung cho t0ng ph4n khVc#

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+igital media plan

$nh _i dung cng &i\c imelinehi ph/ [n &O G lSNng Fn &O 4n s5 trinkhai $ [6nh gi6 hi\u Lu=

Tebsite kh=o s6t: sur&eymonkey.com, google dri&e

3. (m marketing research trong lDp kE ho>ch M$

3.1 n c9 thng tin gC: 3 [Gi tSNng:

- %iu r cng ty, s=n phIm "company#

- %iu &8 ngSi tiu dung:

ThoU Fc [im nh4n khIu ca $%2 Fo lSng [SNc "c9 bao nhiu kh6ch hang# sGngSi dung fb chiEm kho=ng Q sG ng dung internet hi\n nay "3 &s J tri\u ng#-! Wo audience insights

That U hV ` [En (e&el of product

ThyU ustomer insight: c6c &7n [8 ca $% [ tr= li cho c4u hi t>i saoU

Wd: ' phZng rYa tay: di\t khuIn nhanh- insight: tr em rYa tay l6u

ThereU hu thDp b6o c6o ca c6c knh nhS qalo, insta, fb.&.&

ThenU hi [im nhu cu ng dung tang [_t biEn nhS l, tEt, ma cSHi

%owU M hCnh **: *ttention, nterest, earch, *ction, hare: bSHc $% tiEp cDn

sp, dOch &P "lo>i tr0: d& thng tc b phGt: ko c9 attention, interest, 'u7t ph6t t0search2 sp tiu dung nhanh : ko c9 search, action, share#

ng ty nghin c@u thO trSng: q&me vietnam market research, vinasearch,

brandvietnam.com,

- hiu &8 [Gi th:

X6c [Onh [Gi th digital

X6c [Onh c6c knh truy8n thng ca [Gi th ?wned media

Xem c6c knh Lu=ng c6o tr= ti8n ca [Gi th, sY dPng site: similarweb.com [ph4n t/ch [Gi th