ASSIGNMENT – DIGITAL MARKETING STRATEGY

Duong Fow

Dung Jin

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

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

RACE FRAMEWORKMETHODS

& TOOLS

METHODS

& TOOLS

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

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.

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

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.

MAKE YOUR OWN “HOME” DEFINITIONBIG IDEA

“NHÀ LÀ NƠI…”

KEY MESSAGEFAMI RECALL YOUR TRUE FEELING ABOUT FAMILY SO THAT

YOU CAN NOURISH YOURSELF FAMILY BONDING MOMENT

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