THANG PHAN

Senior Manager – Digital Acquisition @CitiBank Vietnam

Experience:
• Acquisition & CRM Manager @Reckitt Vietnam
• Consumer Engagement Manager @Be Group
• Online Marketing Manager @Samsung Vietnam
• Assistant Brand Manager @Unilever Vietnam
• Assistant Digital Marketing Manager @Akzonobel Vietnam
• Senior Social Content @Mirum Vietnam
• Account Executive @Isobar Vietnam

Focused Fields:
• Brand Communication/Integrated Marketing
• Digital Performance/Digital Enagagment/Digital transformation/Social
Media/Content Marketing
• Ecommerce/Performance Marketing
• CRM/Data Analysis/Loyalty Marketing

Industry Experience:
• Banking/Fintech/FMCG/Retail/Electronic/Mobile/Healthcare/Pharma

Social Contact:
• Facebook: https://www.facebook.com/pdthang/
• Linkedin: https://www.linkedin.com/in/thang-phan-28680426/
DAY 1: Marketing
What is Marketing?
It’s not about
the channels
only
It’s not about
making
things
complex
It’s a mind
game!
Real Example of Marketing
Who is real bottled water?
Which is the best of all in term of milk formula?
A day in life of Marketer
Is it true?
How much will be paid?
Is it a hot
job?
Junior Level
Senior Level
SMALL ASSIGNMENT
Think of what your marketing
career will be in next 5 years?
DAY 2: Media
What is MEDIA?
 Media is
all about
deliver at
the best.

Message – Medium – Target Audience

Types of
media
How to
justify a
media?
Traditional
vs
Digital
 Small Exercise
Do we need both Traditional &
Digital & Why?
DAY 3: Digital Media Plan
DIGITAL MARKETING
&
HOW TO DO A DIGITAL
MEDIA PLAN
Types of
Media in
Digital
Marketing
 GUIDELINE TO DO A DIGITAL MEDIA PLAN

TARGET AUDIENCE CHANNELS

FORMAT/PLACEMENT MESSAGES

TARGETTING BUYING/TRACKING DURATION

1-TARGET
AUDIENCE
 WEBSITE AD MOBILE AD
NETWORK NETWORK

2- GAME & APP GOOGLE AD

CHANNELS NETWORK NETWORK

OTT CHANNELS WIFI MARKETING

SOCIAL MEDIA PARTNERSHIP

 TOP 10 WEBSITE

References: https://blog.happioteam.com/vietnam-media-landscape-2022/
How an ad
network
operates
TOP 3 AD NETWORK – GOOGLE AD NETWORK
TOP 3 AD NETWORK – ADMICRO
TOP 3 AD NETWORK – ADTIMA
Mobile ad
network
 YOUR OBJECTIVE – YOUR
MESSAGE

3-MESSAGES OBJECTIVE MESSAGE

FRESH/FULL
AWARENESS
INFO/CREATIVE

CONSIDERATION &
ENGAGING/
ENGAGEMENT

PURCHASING CTA/PROMOTIONAL

LOYALTY PERSONALIZATION
4-FORMAT/ DIFFERENT FORMAT –
DIFFERENT IMPACT
SESSION
STANDARD
WEBSITE
BANNER
AD
FORMAT
IN-APP
AD FORMAT - FACEBOOK
 CHANNELS PROVIDER BUYING METHOD

5-BUYING Ambient-Adtima-Admicro-
Website Ad Network Lava-Blueseed-24h CPM-CPC-CPV Fixed

Ad Colony-Appier-Pokkt-
Mobile Ad Network Gameloft CPM-CPC-CPV FIxed

Wifi Awing-S Wifi-Mega Net CPM-CPC-CPV FIxed

Connectec TV NK media CPM-CPC-CPV Fixed
Network

Facebook/Instagram FB Business Manager CPM-CPC-CPV- Bidding

CPE-CPI-CPL
CPM-CPC-CPV-
Youtube/GDN Google Ads Bidding
CPL-CPA
 WHY TRACKING?
5-TRACKING -
-
Measure (ad efficiency, budget allocation…)
Audit (frauds, cheating…)
- Analysis (data consolidation…)
- Business (ROI, ROAS…)

HOW TO TRACK?
- 3rd party tracking: double click….
- In-house tracking: GG analytic, Power BI….
 6-TARGETTING

  OBJECTIVE NOTE
Demographic Target based on: gender, age, marital status. Eg: Female, 18-45, married, with children

Geography Target based on location, geoprahy. Eg: Ho Chi Minh, Ha Noi, District 1
Time Target based on specific time frame. Eg: From 7:00 - 11:00 on weekend

Behavior Awareness/Engagement/ Target based on interests, behavior. Eg: People who have interests in sports, technology
Consideration
Placement Target based on topic. Eg: Entertainment, Sport, Education..

Contextual Target based on specific website, channel. Eg: kenh14, dantri, xehay (YouTube channel)

Weather Target based on weather. Eg: Rain, Sunny, Temeprature

System provider Target based on specific design. Eg: Iphone X, Samsung Galaxy Note 10
Target to the people with specific phone number, e-mail, or take action on the page. Eg: website, webspage
Custome Audience
visitor,people interact with the ads

Purchase/conversion Target to the audiences who have similar audiences to a specific audiences. Find potential customers. Eg:
Look-A-Like
Target to the people who shave similar behavior to the people who submitted a lead form on your website

Remarketing Show the ads again to the people who visit the page or interact with
6-TARGETTING

ENGAGEMENT/
AWARENESS CONVERSION LOYALTY
CONSIDERATION
Demographic Demographic Demographic Retargeting
Location Location Location  
Interest Interest Interest  
  Placement Retargeting  
  Toptic    
 Brand: Samsung Launching Flip Z4

Objective: increase the awarness of New Flip Z4

and drive consumers to join the ”unbox” event
virtually

Message: the best Flip ever

Practice Target audiences: Male/Female, 18-45, national

wide but focusing on 6 big cities (HCM, HN, DN,
NT, CT, BD)

Duration: 2 weeks

Assets in hand: TVC 3 minutes, POSM & KV

 Target audiences: Male/Female, 18-45, national wide but focusing on 6
TARGET AUDIENCE big cities (HCM, HN, DN, NT, CT, BD)

FB GG(awareness: mass ad approach, Engagement: conversion ad – CPL – drop lead to

CHANNELS join.). Admicro (Kenh14, GenK, Auto pro…)

MESSAGES Awareness: How come it is the best flip ever

Engagement: Join to explore the best to get the best deal

DURATION Awareness: 1 week

Engagement: 1 week

Awareness: top banner, head banner, home page banner

FORMAT/PLACEMENT
Engagement: specific topic page, conversion lead ad

TARGETTING Awareness: demographic, interest, behavior

Engagement: remarketing on those engaged in previous phase
Awareness: CPM, CPV – for video ad
BUYING/TRACKING Engagement: CPC for engagement, CPL for dropping lead to join
 Brand: Samsung Launching Flip Z4

Objective: boost sale of Flip Z4 after the ”unbox”

event focusing on online sales

Target audiences: Male/Female, 18-45, national

wide but focusing on 6 big cities (HCM, HN, DN,
NT, CT, BD)
Assignment
Duration: focusing in 11.11 event

Assets in hand: TVC 3 minutes, POSM & KV

Promotions: Pre-order package, Early bird

package & Trade-in package
THANKS FOR YOUR
ATTENTION