Digital Marketing in recent years is known as one of the widely developed fields. Along with the explosion of technology, the influence of Digital Marketing is becoming wider than ever.
In the development trend of today’s technology world, the role of Digital Marketing has become more important than ever. When it comes to digital marketing, where should we start? No one can know for sure the answer but perhaps that to answer this question we cannot ignore the Internet, specifically the Google search engine. Indeed, when searching for the definition or concept of “Digital Marketing” on Google, we can easily come across hundreds of millions of results related to “Digital Marketing”, so where should we start?
As children, we learn that when starting with something new, we will often learn through concepts or definitions, so to start with Digital Marketing we also need to first grasp the concepts to be able to understand what Digital Marketing really is.
1. What is Digital Marketing?
Digital Marketing is a direction or branch in traditional marketing methods as well as a form of brand promotion and product introduction in order to increase awareness of the brand’s products, stimulate buying behavior based on the Internet and digital devices (Digital Devices).
In short, in the past, when technology and digital devices were not developed, we had traditional marketing. Today, as technology is advancing, marketing is also leading to changes and the birth of new modes of transmission, including digital media. (including Online and Offline)
As Philips Kotler defines it: “Digital marketing, or electronic marketing, is the process of planning products, pricing, distribution and promotion of products, services and ideas to meet the needs of organizations and individuals based on electronic means and the Internet.”
2. Why Digital Marketing is Commonly Used
2.1 Convenience
With Digital Marketing, your business can operate 24/7 non-stop, customers can message your purchase at any time of the day and our job is to respond to them immediately.
Businesses can stay open both Saturday and Sunday without worrying about time or overtime pay for employees.
Moreover, Digital Marketing is also convenient for customers when they can order online, find your online store anytime, anywhere. You don’t have to open your store right in the area where you want to sell.
2.2 Accessibility
With Digital Marketing you can eliminate geographical distances.
Your leads appear all over different countries, or provinces.
You can sell to customers anywhere, any country without opening a store directly there, can expand your target market, organize cross-border business without building a distribution channel network in those countries.
2.3 Cost savings
The cost of doing Digital Marketing is much lower than traditional marketing strategies.
With traditional marketing, it will cost you hundreds of millions or even billions to convey a message to a certain audience.
But with Digital Marketing you do it with more cost savings with the same amount of reach or more and the implementation time is also much shorter than traditional marketing.
2.4 Personalization
Personalization is a strength that sets Digital Marketing apart.
Digital devices have the ability to store customer information through data entry or results obtained from advertising campaigns. Through that, we can analyze that data, thereby making comments and visualizing the behavior of potential customers.
At the same time, you can personalize contact information for each customer based on their purchase history and preferences to upsell more products to existing customers.
By tracking Web pages and product information that potential customers visit, you can identify their interests more accurately.
The information available from tracking visits to the Web also provides data that helps build more effective cross-product campaigns to increase sales.
2.5 Build relationships
The Internet provides an important platform for building customer relationships and increasing customer retention.
Once a customer has purchased a product on your online store, you can start a long-term relationship by sending an email to confirm the transaction and thank the customer.
Regularly emailing customers with attractive purchase suggestions, new product information will help maintain a good and sustainable relationship between you and your customers.
2.6 Community
Digital marketing allows you to take advantage of the growing influence and influence of Social Media.
According to the survey, a group of customers who interact well with the business’s social networks generates an increase in revenue of about 05%.
You can take advantage of this type of influence by incorporating other social media tools in your digital marketing campaigns.
3. Components in Digital Marketing
Digital Marketing is divided into 2 main areas: Digital Online Marketing and Digital Offline Marketing.
In the Online environment: Digital Marketing is understood as forms such as Search Engine Marketing (Marketing through search engines), Social Media Marketing (Marketing via social media), Website, Email Marketing, Banner, Podcast ,…
In the offline environment: Digital Marketing is known through forms such as outdoor billboards such as Billboard, Mobile Marketing (form of marketing via SMS), Radio Marketing, TV Marketing ,…
3.1 Main components in Digital Online Marketing
3.1.1 Search Engine Optimization (SEO)
As one of the Internet-based marketing methods, Search Engine Optimization is also popularly known as SEO. In a nutshell, SEO is optimizing Website rankings on search engines (Google, Bing, Coc Coc,..)
This is an optimization process with the aim of making your website increase “ranking” with a higher position than other competitors in the search engine results bar (Google, Bing, …).
Therefore, an increase in rankings will directly increase the organic (or so-called free) user traffic that your website will receive.
One of the biggest benefits of SEO for your website is getting users to see you more, thereby increasing accessibility and brand awareness while promoting the buying process.
There are several SEO approaches to generating traffic to your website including:
On-page SEO: This type of SEO focuses on all the content that exists “on the page” when viewing the website. By researching keywords besides the fact that these keywords have a high search trend as well as their behavioral factor and search intent (or meaning). As a result, you can answer questions for readers through content containing enough keywords and the longer you retain customers on the post, the more interaction you create on the page will help increase your website’s ranking on the search engine results pages (SERPs) that those questions generate.
Off-page SEO: This type of SEO focuses on all the activities that take place “off-page” when looking to optimize your website. One of them is backlink jobs. Backlink is roughly understood as 1 other website that is ‘pointing’ to your page. The more reputable that website is, the more quality it is, the more your page rank increases. To make it easier to imagine, if you are introduced to the public by a celebrity, it will be much more effective to be introduced by someone no one knows! As another example, backlinks are built by connecting with other publishers, writing guest posts on these sites (and linking back to your site), and generating signals coming from outside. And in SEO, the more quality the backlink, the better it will be powerful and contribute to increasing your website’s ranking. Often the best backlinks come from newspaper PR articles!
SEO Technical: This type of SEO focuses on the backend of your website and how your pages are coded. To put it simply, this is a technique-based SEO method from website coding to image compression, structured data, and CSS (Cascading Style Sheets) file optimization are all forms of technical SEO that can speed up the loading of your website – an important ranking factor in the eyes of search engines like Google.
3.1.2 Content Marketing
This term denotes the creation and promotion of content for the purpose of creating brand awareness, traffic growth, generating leads and customers.
Channels that can play a part in your content marketing strategy include:
Blog posts: Writing and publishing company blog posts helps you showcase your industry expertise and generate organic search traffic for your business. This ultimately gives you more opportunities to convert website visitors into leads for your sales team.
Ebooks and Whitepapers: Ebooks, whitepapers and similar long-form content help further educate site visitors. They also allow you to exchange reader contact information, generate leads for your company, and walk people through the customer journey.
Infographics: Sometimes, readers just want you to show up without speaking. Infographics are a form of visual content that helps website visitors visualize a concept you want to help them learn.
Podcasts: In the simplest terms, Podcasts are programs in the form of audio that are transmitted to the audience through applications. The way it works looks quite similar to radio shows. If you want to find a platform to listen to podcasts, there are 3 popular applications you can refer to: Google Podcasts, Spotify, Apple Podcasts
3.1.3 Social Media Marketing
This method is a marketing strategy that uses social media channels to increase brand awareness, drive traffic, engagement, and generate leads for your business.
This is considered one of the extremely effective communication channels, suitable for all types and sizes of businesses, including small and established businesses that want to improve brand awareness because this is where the potential audience of businesses is most popular
Social media marketing allows you to reach diverse users classified by a variety of criteria such as age, gender, behavior, interests, industry, title, and other demographic characteristics
Each social network will have different forms of content presentation, some platforms will focus on building in the direction of images such as Instagram, Pinterest or others will develop in the direction of Video such as TikTok, Youtube.
Some of the social networking platforms that businesses can use in Social Media Marketing include:
- TikTok
- Youtube
- Zalo
- Snapchat
3.1.4 Pay Per Click (PPC)
Pay-per-click, also known as PPC, is a pay-per-click digital marketing method in which advertisers pay a fee each time one of their ads is clicked. Through each click, users will be directed to the Website or Landing Pages.
For this method will be commonly used on search engine platforms (Search Engine). There will be many different types of PPC, but the most popular is still
One of the most popular types of PPC is Google Ads, For PPC on Google, this form allows advertisers to pay for the positions shown on Google search results pages when users search for information through a search term
With PPC method, the search ad results will be displayed in the first and last positions of the search results. Typically, the most popular and competitive positions that ads will try to show are in the TOP 1 – 4 of the first search page.
Other channels where you can use PPC include:
Paid ads on Facebook: Users can pay to customize videos, image posts or slideshows. Facebook will publish to your newsletters people who are relevant to your business audience.
YouTube Advertising: YouTube advertising is a great form of advertising to increase your brand awareness. Similar to Google display ads, your ad images will appear in regulated places. In addition, our promotional video will appear at different times while the user watches the video.
Twitter ad campaigns: Users can pay to place a series of posts or profile badges for a specific audience’s news feed, all dedicated to accomplishing a specific goal for your business. This goal could be Website traffic, more Twitter followers, tweet engagement, or even app downloads.
LinkedIn Sponsored Messages: Users can pay to send direct messages to specific LinkedIn users based on their industry and platform.
Paid advertising on Cốc Cốc
Bing paid advertising
3.1.5 Affiliate Marketing
Affiliate marketing (Vietnamese: affiliate marketing) is a form of promoting products or services of suppliers who want to through online promotion channels of monetization partners (publishers) to customers.
These channels include: blogs, fanpages, groups,.. of partners to customers.
Affiliate marketing is a type of marketing based on the CPA (cost per action) advertising model.
CPA is the most optimal advertising charging model available today when based on user actions.
The supplier will pay a commission to the publisher when the customer makes a purchase.
This is a type of performance-based advertising where you receive a commission for promoting other people’s products or services on your Website.
Affiliate marketing channels include:
Host video ads through the YouTube Partner Program.
Post affiliate links from your social media accounts.
Components of the Affiliate Marketing Model:
1. Suppliers: means units, organizations doing business, or producing products and services that can be supplied to the market through 2 forms of B2B or B2C.
VNPT has launched the Freedoo business model. VNPT operates as 1 unit providing online mobile products and services. Then there will be people who come and choose the product they want to sell and then share information on the internet.
2. Distributor: means the unit, or organization capable of bringing products to the market for distribution to customers (End Users). They take goods from suppliers, perform marketing activities and bring products and services to sales locations.
Participating in Freedoo’s business model are collaborators, product distribution agents. They post and share product information with purchase links attached on social accounts or sales pages. When someone buys a product through a link, they will receive a commission.
3. Customer: The person who will buy and use the supplier’s products/services.
For example: When you join Freedoo, you share the link to buy products on your personal page, your best friend buys, your best friend is the End User.
4, Affiliate Marketing Network: is a technology platform that helps connect suppliers with distributors. Help distributors measure sales effectiveness, marketing effectiveness, support Online Marketing activities for distributors.
5. Affiliate Marketing Program: An affiliate marketing system launched by the product provider itself. They can manage themselves or hire a partner specializing in providing management software, affiliate marketing activity statistics.
3.1.6 Native Advertising
Native advertising is a form of advertising where your ad content will be shown together with other unpaid advertising content.
This advertisement you often see on major newspapers such as Vietnamnet, Vnexpress, Dan Tri, online movie sites,…
Ads are displayed with organic content, so the click-through rate will be higher.
To run native advertising, you need to register an account with a network provider.
3.1.7 Marketing Automation
Marketing Automation is the application of software that serves to automate your basic marketing activities.
Many marketing tasks you can automate repetitive instead of manual tasks, such as:
Email Newsletter: Email Automation doesn’t just allow you to automatically send emails to your subscribers. It can also help you shrink and expand your contact list when it comes to sending information to people who want to see it in their inbox.
Schedule social media posts: If you want your organization to increase its social media presence, you need to post regularly. This makes manual posting will take longer. Fortunately, today’s social media posting tools mostly have a scheduling function. So you can spend more time focusing on content strategies.
Lead nurturing process: Generating leads and converting those customers into customers, can be a long process depending on the customer journey of different products. You can automate that process by sending specific emails and content when they match certain criteria. For example, when a potential customer downloads information from your website, an email will automatically be sent to them.
Campaign tracking and reporting: Marketing campaigns can include a lot of different people to execute including: Email, content, website, customer contact, and more. Marketing automation can help you align everything you do by campaign and then track the performance of that campaign based on the progress all these components make over time.
3.1.8 Email Marketing
Companies use email marketing as a way to communicate with their customers.
Email is often used to promote content, discounts & events, as well as to drive people to a business’s website.
The types of emails you can send in an email marketing campaign include:
Email newsletter subscription blog.
Follow-up emails for Website visitors who downloaded something from your Website.
Customer welcome email.
Thank customers on special occasions throughout the year.
Tips or Bulk emails for leads.
3.1.9 Online PR
Online PR is the act of businesses bringing their image to the public with digital publications such as blogs, websites, online newspapers and websites through different content.
Online PR article about Digital Marketing EQVN training center
This form is like traditional PR, but it takes place online.
Channels you can use to maximize your PR efforts include:
Interviews with reporters on social media channels: For example, talking to journalists on Twitter or Facebook is a great way to develop relationships with the press to create communication opportunities for your company.
Solicit online reviews of your company: When someone reviews your company online, whether that review is good or bad. Company reviews help you humanize your brand, and positive reviews provide a powerful message aimed at protecting your brand reputation.
Solicit comments on your website or personal blog: Similar to how you respond to reviews about your company, responding to comments on your content is the best way to create productive conversation in your industry.
3.1.10 Inbound Marketing
Inbound marketing refers to a marketing method in which you engage and delight customers at every stage of the buyer’s journey.
You can use all of the digital marketing tactics listed above for the customer journey.
Digital Marketing channel system in each stage
Throughout an inbound marketing strategy, to create a customer experience, work with customers, not against them. Here are some classic examples of inbound vs. traditional marketing:
Blogging vs. Advertising
Video Marketing vs. Commercial Advertising
Email vs. spam contacts
3.1.11 Sponsored Content
With Sponsored Content, you as a brand pay another company or organization to create and promote content that discusses your brand or service in some way.
A popular type of sponsored content is influencer marketing.
With this type of sponsored content, a brand sponsors an influencer in its industry to publish company-related posts or videos on social media sites.
Another type of sponsored content could be a blog post or article written to highlight a topic, service, or brand.
3.2 Components of Digital Offline Marketing
3.2.1 Enhanced Offline Marketing
This is a form of marketing completely unrelated to online tools that are heavily used on outdoor electronic devices.
Example:
When you go to the supermarket or mall, you are no stranger to the photo stand (Standee) set up in front of the store with the content of promotions or register for a membership card to receive more incentives.
However, you will be more attracted if it is 01 screen displaying promotional videos.
Some popular types of Enhanced Offline Marketing are:
Electronic billboards (Electronic Billboards) mainly with LED screens.
Digital Product Demos.
Digital Product Samples.
3.2.2 Radio marketing
Radio used to be one of the most effective marketing channels.
As the internet exploded, it was gradually replaced by more effective channels of mass communication such as television.
In the past, Radio Marketing was very popular, you could hear a lot of advertising information from communal radio speakers, wards, radio equipment on cars.
Common types of radio marketing are:
Live radio advertising
Program Sponsorship
3.2.3 TV Marketing
Television commercials had been around for more than half a century before the advent of color television.
And until now, TV is still considered an effective advertising channel.
Because most people in rural or older areas watch television for many hours every day.
TV commercials are extremely expensive and can even burn through budgets quickly. Here is the price list of advertising on Vtv1:
Common types of TV Marketing are:
TV commercials
Sponsoring the program
3.2.4 Mobile marketing
The fastest growing channel of digital offline marketing is telemarketing.
Common types of mobile advertising are:
Cold calling
Marketing via text messages in the form of discount codes – gifts – loyalty programs – happy birthday… (SMS marketing)
QR codes
4. What tasks does Digital Marketing include?
Digital marketers are responsible for driving brand awareness and generating leads through all digital channels – both free and paid – depending on the company’s goals.
These channels include Social Media, Company Website, Search Engine Rankings, Email, Display Advertising and Company Blog.
Digital marketers often focus on a few different key performance indicators (KPIs) for each channel so they can accurately measure the company’s performance across each channel.
For example, a digital marketer responsible for SEO will measure “organic traffic” to their website – in terms of traffic coming from visitors to the website they found. business website through Google search toolbar.
Digital Marketing is currently performed by many different roles within the company.
In small companies, one person can generally hold multiple Digital Marketing roles as described above at the same time.
In larger companies, these tactics are divided among different specialists, each focusing on just one or two of the brand’s digital channels.
4.1 SEO management
Main KPI: Organic traffic on website
In short, SEO managers will help businesses rank high on Google.
Using a variety of approaches to search engine optimization, SEO specialists can work directly with content creators to ensure the content they produce performs well on the Google algorithm.
Even when the company posts content on social media sites.
4.2 Content marketing expert
Key KPIs: Time on page, overall blog traffic, YouTube channel subscribers
Content Marketing experts are content creators on digital platforms.
They regularly monitor the company’s blogging schedule and come up with a content strategy that includes many different formats such as videos, images, GIFs, Infographics, etc.
These experts often work with those in other departments to ensure the products and campaigns a business launches are supported with the best promotional content on each individual digital channel.
4.3 Social Media Marketing Management
Main KPI: Ensure Follows, Impressions, Impressions, Shares, …
The role of a social networking site manager is easy to deduce from their name.
But which social networks they manage for their company depends on the characteristics of each different industry.
Above all, Social Media managers establish a posting schedule for the company’s written and visual content.
This employee may also work with Content Marketing experts to develop a sound social media posting strategy.
Note: According to the KPI above, “impressions” refers to the number of times a business’ post appears on a user’s Newsfeed.
4.4 Marketing Automation Coordinator
Key KPIs: Email open rate, campaign click rate, lead generation rate (conversion)
The Marketing Automation Coordinator helps select and manage software that allows the entire marketing team to understand customer behavior and measure business growth.
Many of the Marketing activities described above can be done separately from each other, it is important to have someone who can group these Digital Marketing activities into individual campaigns and track the performance of each campaign. pandemic.
5. SEO skills
Digital Marketing will have two popular forms: Organic (Naturally occurring) and In-organic (Unnaturally occurring).
In-organic Digital Marketing includes Paid Advertising & Pay Per Click.
These are direct approaches that bring immediate results to advertisers.
While Organic Digital Marketing takes longer to convert customers, if done properly can give you better results than pay-per-click advertising.
Search Engine Marketing (SEM) is part of your Organic Marketing efforts and is a technique used to increase a website’s keyword rankings.
It can help a business increase its reach and visibility in search results.
Many businesses have realized the importance of search engine marketing and they are looking to hire people with SEO expertise for search engine optimization.
So, if you don’t learn this skill, you will fall behind your competitors.
5.1 Social Media Marketing skills
In today’s technological age, people spend most of their time on social media platforms.
According to online statistics, an average person spends more than four hours on social networking sites such as Facebook, Youtube, Instagram and Twitter in a day.
As a Digital Marketer, you can use this to your advantage to find and target potential customers for your business.
Many businesses use social media platforms to reach their target audience, and you can do the same.
There are many different SMM (Social Media Marketing) techniques that you will have to learn and understand to build an effective marketing strategy.
5.2 Data Analysis
Data analytics tools are used in the core process of Digital Marketing techniques.
These tools provide digital marketers with the right information and data to make decisions and target more accurately.
As a digital marketer, you must always have the right approach to analyzing all available consumer data.
You should be familiar with proper data analysis techniques as it can help you know your customers’ consumption patterns.
Along with this, you also need to be familiar with the data filtering process which refers to eliminating inaccurate or incomplete data to draw conclusions.
As a marketer, you must always update your database with new information to avoid making ineffective decisions.
5.3 PPC skills
PPC stands for Pay Per Click, in which an advertiser is charged every time someone clicks on one of the business’s ads.
This is one of the most popular forms of online advertising today.
Search engines like Google and Bing offer PPC services to a number of online businesses.
There are many businesses that have enough resources to increase their online reach, but they do not know the right approach to utilize these resources properly to create a good ROI (Return on investment) for the investment. their.
You can learn and master PPC advertising techniques and then apply them to your own projects.
5.4 Copywriting & Content Creation Skills
Copywriting and content creation skills are indispensable aspects of Digital Marketing.
Content marketing is the key for businesses to build relationships with customers and create value for themselves.
As a Digital Marketer, you must master Content Marketing skills to convey the right message to your audience.
You must also be familiar with SEO techniques to find profitable and less competitive keywords.
Keyword optimization of your articles will help you rank better on search engines.
As a result, you will get traffic, which will convert into more customers, sales, and revenue.
5.5 Email Marketing Skills
Even though Email is no longer a foreign concept to businesses, Email Marketing is still one of the best ways to build customer relationships.
Email Marketing is considered one of the most effective Digital Marketing channels today.
To build an effective Email marketing strategy, you must familiarize yourself with the right tools and strategies. There are several Email marketing tools available in the market such as Litmus and MailChimp.
These tools will also provide you with essential data such as: Email open rate, link click rate, broken email rate,… which will be useful for you in building basic Email marketing strategies. copy.
5.6 Basic design skills
According to studies, most advertising campaigns perform better when they come with images and interesting formats like Video, GIF, etc.
As a Digital Marketer, you must acquire visual design skills.
In the world of Marketing, writing will not decide everything.
You will also need images to convey the right message to your potential customers.
That doesn’t mean you have to be a master Photoshopper, but it can help you make some quick changes when your designer can’t keep up.
Having knowledge of some basic design principles also makes it easier for you to display messages and content that are relevant to your target customers.