Nhom 5_E- marketing.ppt

E - MARKETINGGVHD: TS. NGUYN QUANG TRUNGNTH: NHM 5

DANH SCH THNH VIN

Trc Vn Ngc Quan

Phm Th Kim QuynPhm Thanh Vn

Nguyn Thanh Nhn

1234Nguyn Anh Vit5Hunh Th Hin6

NI DUNGE MarketingISocial media marketingIIFacebook advertisingIII4III

I. E- MARKETING1. TNG QUAN V E MARKETING2. MT S HNH THC E MARKETING C BN

1. TNG QUAN V E MARKETING E-Marketing ( marketing qua mng)L vic thc hin cc hot ng qung b mt thng ip n vi nhm i tng da trn nn tng internet thng qua cc cng c nh : e-mail, WWW.

1. TNG QUAN V E MARKETING Li ch t emarketing Rt ngn khong cch Tip th ton cu Gim chi ph Gim thi gian

1. TNG QUAN V E MARKETING Hn ch E-marketing i hi khch hng phi s dng cc k thut mi v khng phi tt c mi i tng khch hng c th s dng chng. ng truyn tc chm cng l tc nhn gy kh khn Xy dng website ln v phc tp, bo mt cao qung b sn phm, nhiu khch hng s gp kh khn khi s dngWebsitev ti thng tin v chm.

1. TNG QUAN V E MARKETING Hn ch i hi cc cng ty phi rt am hiu v cng ngh thng tin, trong c k thut mng my tnh, k thut lp trnh,

1. TNG QUAN V E MARKETING Mt vi s liu v chi tiu qung co Ti M: Bo co v Chi tiu Tip th K thut s ti M ca Gartner da trn cuc kho st ca 253 nh marketing t cc cng ty c doanh thu hng nm trn 500 triu usd ti M. Cc hi p t su ngnh cng nghip: Bo him v dch v ti chnh, k thut cao, sn xut, media, bn l, v chm sc sc khe. Cuc kho st din ra vo thng 11 v 12 nm 2013.

1. TNG QUAN V E MARKETING

1. TNG QUAN V E MARKETINGTi Vit Nam: S liu thng k bi GroupM Vietnam (WPP Media Ltd) (%)

2010201120122013TV76,279,081,182,2Newspapers10,28,46,65,6Magazines6,15,85,24,6Outdoor5,34,43,93,8Internet1,92,22,93,6Radio0,20,20,20,2

1. TNG QUAN V E MARKETINGTi Vit Nam ( Million dollar )

2010201120122013TV522627752865Newspapers70676159Magazines42464848Outdoor37353740Internet13182737Radio2122Total6857939371.053

2. MT S HNH THC E-MARKETING C BN Website marketing Social marketing Search engine marketing (SEM) Viral Marketing Email marketing Qung co theo mng li trn Internet (Ad-network)

2. MT S HNH THC E-MARKETING C BN Display ads (banners and pop-ups) Rich media ads Video ads Sponsorships Referrals (affiliate Relationship Marketing) Mobile Marketing

II. SOCIAL MEDIA MARKETING1. TNG QUAN V SOCIAL MEDIA MARKETING2. MT S DNG PHNG TIN TIP TH TRUYN THNG MARKETING

1. TNG QUAN V SOCIAL MARKETING Tip th truyn thng x hi (social media marketing): l qu trnh tng lu lng ( web traffic) truy cp trang web truyn thng x hi. Chng trnh tip th truyn thng x hi (social media marketing program): thng tp trung vo nhng n lc to ra s ch v khuyn khch ngi c chia s vi h trn mng x hi ( social network)

1. TNG QUAN V SOCIAL MARKETING Kt qu ca vic truyn thng ny cp n bt k ngi tiu dng no chia s thng tin qua internet v mt sn phm, dch v, thng hiu, hoc cng ty ( cn c gi l truyn thng qua ming thng qua phng tin in t eWoM). Vic truyn thng ny s to nn nh hng ln. V kt qu ny c c t truyn thng kim c ( earned media), ch khng phi t truyn thng phi tr ( paid media)

c im ca tip th truyn thng x hi c xy dng da trn nn tng s lin kt ni dung, m din ra mt qu trnh i thoi t nhiu pha. N hot ng da trn ba yu t: S tham gia, kt ni v mi lin h. Mang thng ip bn pht ra th c n hng trm ngi nhn c v c lan truyn theo t l cp s nhn. Chi ph thp, kh nng lan truyn tt l mt trong nhng u im ca cc Social Network.

c im ca tip th truyn thng x hi H tr trong vic lm tng th hng ca bn trn cng c tm kim bng nhng lin kt. C th chy song song cng cc chin dch marketing khc v b tr cho nhau tng hiu qu cho chin dch marketing ca bn.

2. MT S DNG SOCIAL MEDIA MARKETING Blog Twitter Google + Youtube Facebook Linkedln

Blogs Blogs l mt thut ng c ngun gc t cp t Web Log hay Weblog dng ch mt tp san c nhn trc tuyn, mt quyn nht k da trn nn web hay mt bn tin trc tuyn nhm thng bo nhng s kin xy ra hng ngy v mt vn g . Blogs to cho mi trng cho cc cng ty v khch hng kt ni trc tuyn vi nhau. Cng ty c th tip th, qung co, xut bn ni dung online cho thng hiu, sn phm, website, s kinthng qua cng c Blog.

Blogs Blogs cho php cc cng ty m t sn phm v dch v cng vi giy chng thc v m bo cht lng sn phm ca cng ty. C th s dng cc k thut qung co v cp nht thng xuyn gi chn khch hng.

Blogs marketing Mt s hnh thc: Qung co (banner, textlink); Bi vit PR; Bi vit nh gi (review). Blog Marketing thng c kt hp vi Social Media Marketing v Affiliate Marketing

Twiter Twitter (micro blog) l dch v mng x hi min ph cho php ngi s dng c, nhn v cp nht cc mu tin gi l tweet ( gii hn 140 k t) c lan truyn nhanh chng trong phm vi nhm bn ca ngi nhn hoc c th trng by rng ri cho mi ngi.

Twiter Cc thng ip truyn ti ny c th lin kt n cc trang web sn phm, profile facebook, hnh nh, video. Nhng lin kt ny c th to nn s kt ni gia sn phm v lng trung thnh ca khch hng tiu dng c nhn, cng nh qung co sn phm.

Google + ( google plus) Google+ l mt mng x hi v nhn dng dch v c s hu v iu hnh vi cng ty Google Inc. Google+ c cc tnh nng nh cp nht trng thi ( status), ch s lin kt hay hnh nh. im khc l google+ cho php ngi dng to cc vng trn (circles) hay cc nhm ( groups). Ngi dng c th lin lc ring tng nhm.

Google + ( google plus) Chc nng hangouts: cho php ngi dng gp g nhiu bn b trc tuyn thng qua thoi video v c th mi bn b t nhiu circles khc nhau tham gia vo bui gp g trc tuyn.Chc nng sparks: tn dng ti a kh nng mnh nht ca mnh l tm kim. Google em ni dung thng n ngi tiu dng.

Google + ( google plus) Khi khch hng ca bn tm kim trn Google (Google Awords), kt qu bn phi c th bao gm bi ng, nh v video c lin quan t trang google+ ca bn. c tm thy trn Google, ngay khi khch hng ca bn quan tm nht.

Google + ( google plus) Google+ c th tch hp vi cc sn phm khc ca google nhm qung b sn phm c hiu qu nh: Google Adwords , Google Maps, Google Personalized Search

Google + ( google plus) Google Adwords (qung co t kha) cho php cc nh qung co tr tin cho google c lit k nhng v tr ngay trang u tin khi khch hng tm kim vi nhng t kha nht nh. Vi google adwords, bn c th to v chy qung co nhanh chng v n gin. Chy qung co ca bn trn google, bn ch tr khi c ngi nhp vo qung co ca mnh.(Clip minh ha)

Google + ( google plus) Nguyn tc hot ng+ Nh qung co xc nh t kha m mnh mun qung co trn Google + ng k qung co t kha vi Google hoc thng qua i l ca Google+ Mi khi c khch hng click vo mu qung co trn trang kt qu tm kim ca Google nh qung co phi tr mt khon tin tng ng i li vic c 1 khch hng ving thm website ( s tin ny c nh qung co u gi trc)

Google + ( google plus) Chi ph qung co google adwords+ S ln qung co c hin th ( CPM)+ S ln click chut vo mu qung co (CPC)+ Mi khi mi ngi thc hin hnh ng c th trn trang web ca bn sau khi nhp chut vo qung co ca bn ( CPA)

Google + ( google plus) Google map Nu bn iu hnh mt doanh nghip a phng v mun thu ht khch hng gn , bn c th qung co doanh nghip ca mnh trn Google Maps. Qung co vi tin ch m rng v tr iu kin xut hin trn phin bn dnh cho in thoi di ng v c my vi tnh.

Google + ( google plus) Google Personalized Search L mt tnh nng ca Google search. Khi ngi dng ng nhp vo 1 ti khon Google, tt c cc tm kim, kt qu tm kim ca mnh trn Google Search c ghi vo Lch s web ca Google. Sau , khi ngi dng thc hin tm kim, ngoi kt qu tm kim c c th dch v cng s a vo ti khon nhng g cc trang web ngi s dng truy cp trc .

Facebook L website m khi bn ng k vi h xong, bn c th giao lu cng nh chia s nhng hnh nh, tin tc, nhng s thch hoc bt c nhng g bn mun cho bn b bit v bn: y l cch rt hu hiu gi cc mi lin lc vi bn b lu nm khng gp. Facebook cn l mt knh qung co v mua bn sn phm.

YouTube L trang web chia s video clip trc tuyn. Trn YouTube bn c th chia s on video ca chnh bn vi ngi khc hoc coi video ca ngi khc hon ton min ph. Qung co trn youtube a dng v ngn ng, tng v mu sc.

YouTube Qung co trn youtube l hnh thc qung co ti cc v tr cho php trn youtube.com cho php hin th khi ngi dng xem video, tm kim video, v la chn cc Video cho nhu cu cng vic, gii tr ca mnh.

YouTube

YouTube Kh nng bao ph rng ( ability to coverage)Thng ip ca bn c c hi xut hin rc hng triu khch hng tim nng thng qua hng t lt xem mi ngy. y c coi l hnh thc tip cn khch hng ht sc hiu qu i vi cc doanh nghip mun tp trung th hin thng ip ca mnh qua video, hay qua cc banner qung co trn YouTube.

YouTube a dng v hnh thc qung co ( deversity of advertising)Bn c th la chn thng ip ca mnh xut hin khi ngi dng xem Video, khi h tm kim video hay khi h lt trn YouTube thng qua cc hnh thc: TVC Ads, Promoted Videos v Banner Ads.

YouTube Nhm trng ch ngi dng ( on target users)Hnh thc qung co Promoted Video cho php bn nh hng n nhng ngi dng quan tm n mt hoc mt s nhm sn phm nht nh. Khi h tm kim cc video gii thiu v nhng sn phm ny trn YouTube, thng ip ca doanh nghip bn s hin th trn YouTube ti cc v tr u tin trong phn Promoted Videos.

YouTube

YouTube To n tng r nt vi ni dung video ( impressed content Video)Vi hnh thc qung co thng qua ni dung ca cc Video, bn c c hi th hin thng ip ti khch hng bng 1 hnh thc rt d tip nhn v c th to ra cc hiu ng rt tt cho mc ch qung b thng hiu doanh nghip.

LinkedIn L mt trang mng dch v x hi ngi s dng ch yu l nhng thnh vin chuyn nghip, cho php cc cng ty to cc h s chuyn nghip cho bn thn cng nh doanh nghip ca mnh nhm kt ni vi ngi khc. LinkedIn ch tp chung vo i tng ngi s dng l cc doanh nghip, hoc cc c nhn chuyn nghip c nhu cu kt ni tm vic v tuyn dng.

LinkedIn Cho php bn kt ni bn c chn lc ( theo ngnh ngh) Cho php ngi dng to v tham gia vo cc nhm ngh nghip. Cho php gi mail 1 lc n nhiu ngi v t l vo inbox kh cao.

III. FACEBOOK ADVERTISING1. TNG QUAN V FACEBOOK2. CC DNG HIN TH QUNG CO3. CHI PH QUNG CO

1. TNG QUAN V FACEBOOK L website m khi bn ng k vi h xong, bn c th giao lu cng nh chia s nhng hnh nh, tin tc nhng s thch hoc bt k nhng g bn mun cho bn b bit v bn : y l cch rt hu hiu gi cc mi lin lc vi bn b lu nm khng gp.Bn c th lin lc qua email nhng ch l 1 cch, dng Facebook bn c th post hnh ln, thm bn b, chat vi bn b trc tip, update l lch c nhn, hay thay i nhng cu m bn mun cho mi ngi c trong mc bit v s lc tiu s ca bn (Profile) - bt c nhng g bn mun c th thay i trong vng 1 vi pht

1. TNG QUAN V FACEBOOK Qung co trn facebook (facebook Ads) - Qung co facebook c thit k gip cc nh qung co hin th cho mi ngi qung co m h thy quan tm v lin quan. - Nu c tnh hay c m bn thy c nhng mu qung co nh nm ct phi ca trang News Feed, Profile hay bt c trang no ca facebook nh vy th ngi ta gi n l qung co facebook.

1. TNG QUAN V FACEBOOK

1. TNG QUAN V FACEBOOK iu kin ng qung co trn facebook - C ti khon trn facebook v trong ti khon cn c chi ph thanh ton cho qung co v hnh thc thanh ton qung co trn facebook l tr trc. - Th Visa thanh ton quc t ( ti khon paypal)Lu : thng tin account Facebook phi trng vi thng tin th tn dng.

1. TNG QUAN V FACEBOOK

2. CC DNG HIN TH QUNG CO TRN FACEBOOK

CC LOI QUNG CO

CC BC TO QUNG CO TRN FACE Bc 1: Truy cp: http://www.facebook.com/ads Bc 2: To qung co Bc 3: Thit k ni dung qung co Bc 4: Chn i tng qung co Bc 5: Thit lp ngn sch v u gi cho qung co Bc 6: Thit lp thanh ton th Visa(http://www.youtube.com/watch?v=2YT5z0OkTtk)

3. CHI PH QUNG CO CPC tr tin cho 1 c click ( chy cho 1 ng link - URL) CPM tr tin cho 1.000 lt hin th Tr cho lt thch trang Tr cho lt tham gia bi vit trn trang

3. CHI PH QUNG CO CPCQung co trn Facebook tnh tin trn s lt click. Mc u gi cng cao th qung co cng c c hi xut hin u tin hn.- Bn phi khon ngn sch s tin gii hn mi ngy. Nu s tin ngn sch mi ngy tr ht vo s tin click trong ngy th qung co s t ng tm dng v tip tc hot ng vo ngy tip theo.

3. CHI PH QUNG CO CPC- Khi bn cho chy mt qung co trn Facebook, bn ch phi tr tin khi c ngi click vo qung co hoc khi qung co c hin th. Cng nhiu ngi xem qung co ca bn, th bn cng phi tr nhiu tin cho Facebook. H thng qung co ca Facebook s t ng dng hin th qung co ca bn khi chi ph qung co ca mt ngy t mc gii hn m bn ra.

MT S IM LU KHI QUNG CO TRN FACEBOOK Lun hng n ng i tng l khch hng tim nng Ch tr tin khi c ngi mong mun s dng dch v ca bn Tnh linh hot cao Khng ph thuc ngn sch Phn phi qung co hp l Theo di nh k

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Nhom 5_E- marketing.ppt