Digital Marketing

Lecturer: Ngoc Vo, MSc.

Email: ngoc.vo@vnuk.edu.vn
 Agenda (Total of 2hrs 40min)
1. The way we learn

Contents 1. Group alignments

1. Chapter 1: Intro to Digital Marketing

1. Break

1. Chapter 2: The Digital Ecosystem

1. Break
Digital Marketing - The learning journey
● Knowledge cannot be give and take. It becomes yours when
you start asking, searching, using and sharing it. So ask and
share your thoughts in and outside this class. We grow better
together.

● We are not native English speakers, but we are learning to work

in an English speaking environment. Speak up, it’s ok to make
mistakes. This is your chance to practice and grow.

● In everything, carry the 5W1H (What,When,Where,Why,Which

and How) to understand. And practice your own reflection.

Thank you and let’s create a fruitful learning journey together !

Digital Marketing
Co-create this class
● Teaching assistants (2 stars): facilitate the class, create poll,
support during class session. We can have different assistant in
different lecture.

● Contributor (1 star): each questions, inputs or comments that

you share will be given 1 star.

10 stars = 10% of your 100% grade

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About your attendance
● Random call-out: I will not check your names and you say YES.
Instead, if your account is shown on Teams Meeting, I might call
your name. But if no response, it is considered absence.

● TEAM meeting = Video call = visible

Absence more than 20% of class = NOT ACCEPTED FOR FINAL

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GROUP Alignments
- Group mapping with topics
- Required in a lecture sharing
- Time duration
- Slide share (Theory 5W1H, Case/Examples)
- In-class activity
- Key takeaways
- Slide template (link’s in whiteboard Canva)

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Intro to
Digital Marketing
Learning outcome

To understand some of the key marketing and business

models that will help to shape your plans and, most
importantly, how to integrate them into your strategy.

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The marketing strategy models
BREAK OUT IN GROUPS,
pick your model, read
textbook/GG to answer
these questions:

● What is this model

about ?
● When do we use it?
● What does it mean for
Digital Marketing?

Any pictures/model that you

can share ?

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BREAK OUT session

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Above vs. Below vs. Through the line

Through-the-line is a term often used and

this simply refers to creating an integrated
approach by using an appropriate blend of
above- and below-the-line marketing.

No matter how much you know (or think you know) about your consumers you cannot predict
every possible outcome and so being in a constant and evolving test cycle is vital to a
culture of continuous improvement – something that is a key value of effective marketing.

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Porter’s 5 forces

This is used to analyse the level of

competition within an industry by utilizing
industrial organization economics.

The purpose is effectively to ascertain the

competitive landscape and potential
profitability of an industry.

Any changes to these forces can directly

affect an industry and the companies
within it and so it is important to
understand them and react to them in
order to retain or gain competitive
advantage.

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Brand Positioning
It is useful to use a brand positioning map to
develop your market positioning strategy for your
products or services.

These maps are not, however, built from your

views of your marketplace but from the
perceptions of consumers and so are sometimes
called perceptual maps.

These maps give a clear view, albeit a little

subjective, of where your brand or products sit
versus your competitors, thus highlighting any
gaps in the market and demonstrating where
there are areas of intense competition.

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Customer Lifetime Value (CLV)
Customer lifetime value (CLTV or sometimes
LTV) is quite simply the value or profit attributed
to a customer for their entire customer lifecycle.

Cost per acquisition (CPA) has long been used

as a key metric in marketing and especially so in
digital marketing due to tracking technology and
the transparency of data.

CLTV can be used to determine which customers

are the most profitable and to define segments
based on this, which can then be targeted
appropriately.

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Segmentation & Personas
Consumers will always have similarities in their
Five common forms of segmentation behaviours, demographics, buying patterns
● Geographic and other factors that enable you to group
● Demographic them into segments.
● Behavioural
● Benefit This enables smarter, more appropriate
targeting and messaging within your marketing
● Psychographic
communications.

These groups will have different uses for

products and varying perspectives on services.

Their lifestyles will be inherently different as will

be their needs, aspirations, opinions and much
more.

By pulling together the above five forms of segmentation you can

create personas. Most businesses will create between five and ten of
these, as too few results in large groups that are too generic and too
many can result in segments that are too small or overcomplicate the
targeting approach.

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Persona

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 Persona

Tracy the Transfer Student is between the age of 18 and 22

years old, and has completed some of her college degree.
She’s looking to obtain a degree that will help her achieve her
career goals, and she’s navigating meeting transfer credit
requirements and finding the next right school for her.

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Boston Consulting Group Matrix (BCG)
The BCG growth-share matrix contains four
distinct categories: "dogs," "cash cows,"
"stars," and “question marks.”
The matrix helps companies decide how to
prioritize their various business activities.

It is used primarily to maximize long-term

value creation in a business by maximizing
high-potential areas and minimizing poor
performers.

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BREAK OUT session
Now that you have a review of the models, let’s
discuss in groups to answer this question

“When should we use what?”

Group discussion 5 mins

Sharing 2-3 mins

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The marketing strategy models

BREAK OUT IN GROUPS,

discuss and number the
model according to your
rationale.

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 The potential flow (my flow)

CLV
Porter’s Segmentation Brand
5 forces
/
Positioning
4Ps
Persona

BCG

*A super good post to read about How to plan your business (VN)
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Link’s here
Digital Ecosystem
Learning outcome

To understand how the digital marketing channels

interact and how to build a strategy that is fully
integrated and efficients.

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Digital Ecosystem
BREAK OUT IN GROUPS, pick your model, read
textbook/GG to answer these questions:

● What is this model about ?

● When do we use it?
● What does it mean for Digital Marketing?

Any pictures/model that you can share ?

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Paid, Organic search interaction & Social
SEO data
Strategy
Many companies will start with SEO if
they need to prove the search model or
have limited budgets.
As you move on to building your PPC
strategy you can see which keywords are
likely to be expensive due to competition
and volume.
It will take longer to achieve results but
for a significantly smaller investment.
PPC data
Strategy
One of the most widely known interactions
therefore between PPC and SEO is to use
PPC keyword data to inform SEO strategy.
(aka Keywords Search in Google Search
Ads)
The other key learning is that you can
quickly learn effective copy trends for ads
in PPC and then apply those to your site
and other marketing activities to increase
click-through and conversion rates.
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Social Signals for
SEO
Social media plays a part in SEO.
Google uses social links for social media and it
is possible that social engagement is another
factor.
The number of followers less likely contributes
but how regularly and broadly we post,
how much engagement we achieve, the links
we gain and sentiment we achieve.
Locality, speed of response and user behaviours
on our site from social media source should be
considered.
 Search Model (for example)

White-hat SEO Black-hat SEO Gray-hat SEO

On-Page SEO Off-page SEO Technical SEO

Local SEO International SEO E-commerce SEO

Content SEO Mobile SEO Negative SEO

Ref: https://www.simplilearn.com/main-types-of-seo-techniques-in-digital-marketing-article Digital Marketing

Broad Reach of Content Strategy
Building proactive plans for
- what you know is a future content opportunity
- reviewing historic performance to improve
- and develop your strategy and ensuring you have What does it mean to be
robust reactive processes in place to be able to A PROACTIVE PLAN for
produce content quickly when an opportunity arises
Content Strategy in
Digital Marketing?

What models (that we just reviewed before)

do you think can help you build a great
content strategy?

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Brand & Proposition | Halo Effect

Your brand and proposition(s) should of course The halo effect

be reflected in everything you do. No area of
marketing is doing its job effectively if it doesn’t
reinforce or strengthen the brand and key
messaging in its external communications.
The halo effect is a term often used to
describe the uplift you see across your
channels as a result of above the line
advertising.

What model(s) (that we just reviewed before) do

you think can be used here?

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Attribution & Omni-channel
No marketing channel has ever worked truly independently
of the others, but now the effect is highly scientific.

We will look at attribution modelling in Chapter 19 to

understand this further, but for the most impact we cannot
simply understand the interaction, we must also plan for it.

This means using the channels to effectively amplify each

other.

The most effective digital marketing strategies use this

technique.

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Reflection
Go to whiteboard and post your reflection

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To-read
Chapter 3 & 4 from Textbook

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REFERENCES
Simon, K. (2019) Digital Marketing Strategy: An Integrated Approach to Online Marketing,
2nd edition. Kogan Page.
The ‘Digital Marketing’ course at VNUK is mapped against the
‘Digital Fundamentals’ module of the Foundation Certificate in
Digital Marketing program of Chartered Institute of Marketing
(CIM). This customised option gives students an opportunity to
graduate with VNUK degree and a Foundation Certificate in
Digital Marketing (Level 3) of CIM.

For further information about obtaining CIM Level 3 certificate at VNUK,

please contact: hanh.nguyenduc@vnuk.edu.vn