INDIVIDUAL ASSIGNMENT

Digital Marketing is the practice of promoting products and services using database-driven online
distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

Analyzing the timely, relevant, personal and cost-effective manner in Lazada's campaign.

“La Zất Đã” campaign is the most successful campaign of Lazada which gained an incredible percentage of KPI
with 223%. To make that achievement, Lazada had launched several activities related to the event and they
separate it into 2 waves and in my opinion, that way of thinking is wise because it is crowned by public
awareness.
To gain these successes, Lazada had applied smoothly necessary factors related to digital marketing like timely,
relevant, personal and cost-effective manner.
- Timely: Lazada focused on the essential shopping season, which is at the end of the year when people spend
more money on shopping than usual. More specifically, they launched the campaign in November and
December.
- Relevant: Lazada had a careful preparation for this campaign, they analyzed other e-commerce competitors
how to make a discount for some specific products were sold on their websites. Then, they gave the customers
the power to decide the percentage of discount on their own. This hit the customer’s needs and because of that,
the campaign got a lot of public attention.
- Personal: They created the campaign basically just like the other traditional way of marketing. But they still
have some unique points in this campaign. The way they opened the press conference widely to the public to
attract normal citizens; run some activities booth media such as “Yelling machine” or Microsite that made
people feel curious and excited about the campaign, the attendance not only have a great time in experience the
event but they also have the vouchers of discount when buying the products in the Lazada. From my
perspective, those one-of-the-kind projects are brilliant to gain more public awareness.
- Cost-effective manner: This is the key aspect of Lazada that carries the decisive factor to gain the success of
the campaign. How the company can help the consumers decide the percentage of discount by themselves?
They used effective projects during the campaign, which are both online and offline – the microsite of Lazada
which is particularly run on this campaign and on-ground Yelling Machine “The more yell the higher discount
you will get.” Through these kinds of activities, consumers can have a chance to gain vouchers to discount the
products they would love to get.
After getting the voucher(s), customers need to access the brand website and/or social media platform of that
brand – specifically Facebook fanpage to know how to use those vouchers. That customer behavior led to the
results that the company gained amazing data percentage compared to those in a previous period like 734%
increased in direct traffic, the application installation clearly rose 77% among other players in the industry,
reached 180% Facebook content engagement, more people searched for the brand on Google result in 156%
higher interactions and finally, they got the huge number of visitors to their website with 33,000 traffic ones.
Through those analyses I have mentioned above, I think it is essential to understand how to operate those
factors effectively and efficiently to get success in the field of digital marketing.