Digital marketing digital marketing slide 0

Digital marketing digital marketing

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Ebook Digital marketing digital marketing

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Marketing l hot ng tm hiu nhu cu th trng v p ng nhu cu mt cch hiu qu nht

Khi nim marketing

R: researchSTP: Segmenting, Targeting, PositionMM: Marketing MixI: ImplementationC: ControlQun tr Marketing4P-Marketing Mix

S ngi s dng internet ti Vit Nam t nm 2003-2010

S liu ngi dng internet ti Vit Nam tnh ti 6/2013Ngun Vnnic.vn

Xu hng gii tr thay i nhanh

Digital marketing l vic qun l v thc hin cc hot ng marketing, trong s dng cc phng tin in t nh: website, email, phng tin khng dy kt hp vi cc d liu s v c im v hnh vi ca khch hng

Li th ca Digital marketingC tnh cht ton cu, rng khpNm bt c xu hng pht trin chung v thi quen ca khch hngTip cn c ti khch hng lin tc 24/7Tip cn chnh xc ti tng i tng khch hngC th tng tc vi khch hngChi ph ti u hn nhiu hnh thc truyn thngHiu qu c th o lng cDigital lm thay i hnh vi tiu dng ca khch hngMemery

Digital lm thay i hnh vi tiu dng ca khch hngMemery

After DigitalCc cng c Digital

Chin lc Digital Marketing

Chin lc Digital Marketing

Chin lc Digital Marketing

Chin lc Digital Marketing

Chin lc Digital Marketing

B2B vs B2CMarketingWhats different ?

CHIN LC TRUYN THNG DR.THANHVo nm 2008 Tn Hip Pht quyt nh cho ra mt loi sn phm mi, t vic nghin cu th trng, test sampling, thit k bao b cng ty khn trng chun b cho s xut hin ca tr tho mc Dr.Thanh

Concept: Gii nhit cuc sng c s dng lm thng ip trung tm pht trin trong chin dch truyn thng

CHIN LC TRUYN THNG DR.THANH

12/2008: Dr.Thanh gii nhit c th, khng lo b nng chnh thc xut hin bng mt bui lauching sn phm vo ngy 22.12.2008, c truyn hnh trc tip trn BTV51.2009: Qung co di bom trn truyn hnh, xut hin vo cc gi p trong 3 thng u tin ti 4/2009To cm gic t mThng 10/20081 thngLi ch tr tho mcBit sn phmThng 12/2008Hiu chi tit sn phmThng 1/20091 thngTung sn phm10 thngDuy tr nhp bn hngPR lm ch oLoi bi vit:+ Loi tr gii nhit c th+ Tho mc gii nhit c th+ Nhng hot ng thi quen thng b nng trong ngiTeaserAd: Tr tho mc sp xut hin ti Vit NamDigital: Tr tho mc sp xut hin ti Vit NamWebsite: tr tho mc sp xut hin ti Vit NamHp bo ra mt sn phmGii thiu sn phm miTr li bo chGi thng co bo chEvent: tung sn phm phm mi 21/12/08Ung th sn phmTruyn hnh trc tip BTV5Advertising TVC 30TVC lin tc 30 mt ln vo cc gi vng trn 8 i chnhDigital marketing: video clip Dr.ThanhPOSM, Pano out door, Print Ad TVC 30 mt ln2 mu qung co lin tc 60 mt ln vo cc gi vng trn 8 i chnhTruyn hnh:Phng s tr tho mc Dr.Thanh gii nhit c thPrint Ad: ad1+ad2Digital marketingVideo clipKhuyn mi trn knh phn phi (tng chuyn du lch chu u)POSM.

Khi nimWebsite cn gi l trang web, trang mng, l mt tp hp cc trang web bao gm vn bn, hnh nh, video, flash thng ch nm trong mt tn min hoc tn min ph.Khi nimWeb server ( my ch): My tnh lu tr thng tin v cung cp thng tin/dch v cho nhng my khc trong h thng internet

Host: Dch v cung cp my ch cho website ca doanh nhip/c nhn, lu tr v kt ni thng tin lin tc vi mng internetClient: My tnh truy cp vo website v internetWeb address: a ch web, t dng ph bin v thng ch nhng a ch ngn gnVD: http://www.google.com.vnURL: a ch website, thut ng mang tnh k thut v thng ch chnh xc a ch n 1 trang webVD:http://web.redidea.vn/contact/faq/42-hoi-dap/84-website-la-giIP Address: mt dy s duy nht, xc nh a ch ca mt my tnh trong h thng internet VD: 342.422.424

L cu ni doanh nghip vi th gii s

Ngun cung cp thng tin 24/7 cho khch hng v cng chng mc tiu

Chi ph thp hn rt nhiu so vi cc knh thng tin khc ( bo ch, truyn hnh, n phm)

Vai tr ca Website trong marketing

Phn loi website theo chc nngTi l website ngTi l website tnhWebsite tnh

Website ng

Microsite

S dng nhiu cng ngh cao tng tc vi ngi dngPhn loi website theo ni dung55

Portal siteL trang tp hp nhiu mu thng tin t nhiu ngun khc nhauNgi dng c th tm kim thng tin ti mt ni

Personal PageL trang thng tin c nhnDng chia s thng tin ti nhng ngi khc57

Corporate SiteS dng qung b cho cng ty/sn phm ca nCung cp thng tin cho nh u t, c ngCha d liu ca nhn vinCung cp thng tin sn phm, dch v

E-Commerce sitesL trang web c giao dch thng mi trn nC th l trang web ca mt t chc thng mi, t chc chnh ph hoc c nhnCung cp sn phm dch v trn web

QUY TRNH XY DNG WEBSITE

1. Xc nh mc tiu ca websitei tng c gi ca website ?Website c xy dng nhm mc ch g ?Cung cp thng tinXy dng hnh nh cho sn phm, dch vBn sn phm, dch vCc mc tiu t ra cho website ?Lng truy cpPhn hi mong mun nhn cKhch hng trung thnh2. Xy dng ni dung websiteXc nh kiu website bn s thc hinWebsite gii thiu thng tinMicrositeWapsite

2. Xy dng ni dung websiteChn tn minNgn gnn tngRing bitLin tngGn kt

Chn tn min quc t hay Vit Nam ?Khng c s khc bit gia tn min Vit Nam v Quc TC th chn mua c Vit Nam (.vn, .com.vn ) v tn min Quc T (.com, .net), v khch hng thng b nhm ln2. Xy dng ni dung websiteNhng thn tin doanh nghip cn cung cpNhng thng tin khch hng mun cS dng Mindmap trnh b st ni dung

Hnh trnh khch hng ( cunsumer journey)3. Cc vn v thit k

3. Cc vn v thit kTnh cn bng: v th gic, hnh khi, mu sc tng phn v mu scim nhnTnh thng nht: front ch, gc bo trn, chuyn mu

3. Cc vn v thit k

B CC WEBSITE: Da vo hnh trnh ca khch hng (consumer journey) xy dng b cc website3. Cc vn v thit kTNH NNG WEBSITE: ty vo cc mc tiu khc nhau ca doanh nghip, cng nh nhu cu ngi dng m la chn tnh nng cho website

Ty bin giao dinQun l h thng menu a cpTi u ha SEOQun tr thng tinLin hNgn ng..

3. Cc vn v thit k

3. Cc vn v thit kTnh cn bng: v th gic, hnh khi, mu sc tng phn v mu scim nhnTnh thng nht: front ch, gc bo trn, chuyn mu

3. Cc vn v thit k

LOGO

3. Cc vn v thit k1. To ra mt cu chuyn hp dn m n th hin th hin thng hiu ca bn2. Lm cho n c th hin mt cch r rng (thng ip ca bn c lm ni bt trn website)3. Hiu r thnh phn cu trc v pht trin thng ip mt cch hiu qu4. Xy dng thng tin trong khun kh v theo nh hng r rng3. Cc vn v thit k

3. Cc vn v thit k

3. Cc vn v thit k

3. Cc vn v thit k

Xy dng khung ni dung (site map)

4. Cc vn v k thut

Ch khi xy dng sitemap

Sitemap cho Search Engine: l ni m cc SE c u tin, t s i n cclinktrong website ca bn, lc qu trnh index s nhanh hn bnh thng. Sitemap cho SE thng c ui l xml

Sitemap cho ngi dng: l ni ngi dng d dng tm kim nhanh chuyn mc cn thit ( khng nn qu 3 bc) Sitemap HtmlXy dng khung ni dung (site map)

4. Cc vn v k thutSitemap cho ngi dng: Da vo user flow

4. Cc vn v k thutC s h tng website (Infrastructure) gm:Features (c im)Functionality (chc nng)C 2 cch xy dng:Web developer/programmerK thut vin thit k website4. Cc vn v k thutMc d c nhiu d on v s khai t i vi cng ngh Flash, nhng loi b n khng phi n gin.

Flash hay khng flashCng ngh HTML5 s l s thay th tt nht trong vic to ra trnh chi video, banner ads, hoc cc module Facebook m khng cn phi s dng n cng ngh Flash ang tr nn nng n v ch khi m cc ni dung rich media ang ngy cng nhiuXu hng thit k v pht trin websiteNgun: ebrand.vnS xut hin ca nhng chic in thoi vi mn hnh cm ng lm thay i mnh m th gii thng mi trc tuyn

Thit k mi website ca mnh theo hng responsive cc ni dung trn website th hin tt trn mi thit b di ng.1/ Thit k Responsive s l xu hng ch o

1/ Cng ngh Flash vn c s dng nhng s rt t

2. Giao din thit k theo dng khi s l 1 hng mi hp dny l xu hng mi nht trong nm 2013. Bn s thy nhiu thit k theo dng khi s xut hin trn cc trang ch. N s hng ngi s dng click vo nhng khi ny m ra cc trang khc thay v click ln nhng text link.

3. Website vi cc hiu ng c bit

Mt s website ch thit k dnh ring cho cc i tng no m khng phi cho tt c mi ngi. V vy, nhng loi website ny u c nhng hiu ng ring c bit ca n.

4. Typography s l mt s th nghim th v

5. Thit k theo li k chuyn6. Thit k website vi hiu ng Parallaxy s l mt s thay i mi trong ngnh thit k website. N s lm cho website tr nn trng hp dn, sng ng v c chiu su ging nh nhng hnh nh 3D.7. Thit k hng hnh viS tham gia ca nhng g khng l nh Facebook, Google trong vic khm ph cc ngch th trng mi s m ra xu hng thit k web mi l hng n hnh vi. Xu hng ny s tp trung vo a im v hnh vi ca ngi s dng.

8. Thanh menu kiu Hamburger

9. Trang web hin th rng hn

10. Font ch to hn

SEO search engine optimization), l mt tp hp cc phng php nhm ti u ha cng c tm kimC 2 loi:Black Hat: SEO khng chnh thngWhite Hat: SEO chnh thng

Tm quan trng SEO- 85% lu lng n website l t cng c tm kim- 90% ngi tiu dng khng xem qu 30 kt qu tm kim u tin- 95% ngi dng cng c tm kim l google- Nu bn khng lm i th ca bn s lm. Bn c mun nh mt c hi tip xc vi khch hng khng ?HOT NG CA CNG C TM KIMTch ly ch mc (c s d liu) ca ti liu trn web

Cung cp cc kt qu c nh gi cao cho ngi s dng (tt hn so vi cc i th cnh tranh)

To ra doanh thu thng qua qung co tr tin v cc d n kinh doanh lin quan thng tn dng s lng ln lu lng truy cp

QUY TRNH SEOQUY TRNH SEO

HIU CHNH CU TRC WEBSITEHTMLXML sitemapsULR structureRobots.txtNavigation301s404sCanonicalHIU CHNH CU TRC WEBSITEHai th ny lv tr quan trng nht t cc t kha . V ni t t kha quan trng nht l th title v meta description, bi v khi xp hng cc t kha trong mt website, Google s dnh u tin xp hng cao cho cc t kha hai th ny.

Khi t th title v meta desciption, khng nn dng cc t kha qu ngn to thnh mt cm t v ngha, chng hn nh nhc, gii tr, xem phim..v..v.. m hy chn cc cm t kha c ngha nhng ng qu di, nn tp trung cm t kha cho ni dung chnh trong website.TI U HA TH TITLE, META DESCRIPTION

HIU CHNH CU TRC WEBSITE

XML Sitemapl mt nh dng ni dung cha cc ng dn bi vit, th mc, tag..v.v.v tt c nh l bn chi tit ca mt trang web. THIT LP XML SITEMAP V ROBOTS.TXTHIU CHNH CU TRC WEBSITEFile robots.txt c hiu l mt file dng iu khin qu trnh nh ch mc ca mt website. Trong file robots bn s xc nh nhng th mc no khng cn nh ch mc gip cho bot mt thi gian khi nh ch mc website bn, ng thi che giu mt s th mc nhy cm.THIT LP XML SITEMAP V ROBOTS.TXT

HIU CHNH CU TRC WEBSITECc robot tm kim s tin hnh phn tch v thu thp cc lin kt c trong sitemap v tin hnh a ln c my tm kim ca mnh. So vi cch thu thp d liu thng thng t vic crawl mt trang web, sitemap gip cho cc bot tm kim d dng xc nh cu trc ca mt website, h tr thi gian nh ch mc cc lin kt

THIT LP XML SITEMAP V ROBOTS.TXT

HIU CHNH CU TRC WEBSITEChuyn hng redirect 301 hay redirection 301 thng c hiu nh vic di ri vnh vin (moved permanently). N tr v m li 301 trong phn header nhm thng bo cho my tm kim hay trnh duyt, my ch rng trang web hin ti c chuyn ri ti a ch mi.TI u ha li 303SHIU CHNH CU TRC WEBSITE

Lin kt gyngha l mt lin kt b xa i hoc khng tn ti c nh km trong ni dung trn website ca bn, khi ngi dng tin hnh truy cp vo nhng lin kt th s xy ra mt li 404 NOT FOUND.Li 404HIU CHNH CU TRC WEBSITELi 404

Ti u ha li 404

Thm cc lin kt khc c trong website iu hng ngi dng v bot tm kim.Vit mt on ni dung ngn miu t li m h ang gp phi v a ra mt s li khuyn khi gp li 404.Nu l website ng/blog th tch hp khung tm kim vo cng tt

HIU CHNH CU TRC WEBSITEV mt ngi duytweb,navigatorng vai tr nh mt s ch dn ng i trongwebsite.V mt SEO,navigatorl hoa tiu cho ccspiderkhm ph ra nhng trang cn li trongwebsiteca cc bn.NAVIGATION

HIU CHNH CU TRC WEBSITEV mt ngi duytweb,navigatorng vai tr nh mt s ch dn ng i trongwebsite.V mt SEO,navigatorl hoa tiu cho ccspiderkhm ph ra nhng trang cn li trongwebsiteca cc bn.NAVIGATION

HIU CHNH CU TRC WEBSITEV mt ngi duytweb,navigatorng vai tr nh mt s ch dn ng i trongwebsite.V mt SEO,navigatorl hoa tiu cho ccspiderkhm ph ra nhng trang cn li trongwebsiteca cc bn.NAVIGATION

PHT TRIN NI DUNG TRN WEBSITE

PHT TRIN NI DUNG TRN WEBSITE

PHT TRIN NI DUNG TRN WEBSITE

PHT TRIN NI DUNG TRN WEBSITEKeywordhay cn gi l t kha, l mt t hay mt cm t m ngi tm kim truy vn trn cc cng c tm kimPHT TRIN NI DUNG TRN WEBSITELA CHN KEYWORD

CNG C GOOGLE KEYWORD TOOLPHT TRIN NI DUNG TRN WEBSITELA CHN KEYWORDCNG C GOOGLE KEYWORD TOOL

CNG C GOOGLE KEYWORD TRENDPHT TRIN NI DUNG TRN WEBSITELA CHN KEYWORD

WEBMASTER TOOLSPHT TRIN NI DUNG TRN WEBSITELA CHN KEYWORD

Nghin cu t kha cnh tranhC php: [t kha] site: website i th cnh tranhDuplicate contentTrong thc t, rt nhiu trang web mc liduplicate content (trng lp ni dung) . Vic trng lp ni dung l nhng ni dung xut hin trn nhiu website khc nhau. Ngoi ra ni dung tng t v cng c xp vo danh sch duplicate content

Duplicate contentC 2 loi trng lp ni dungTrng lp ni dung khng c hi bao gm cc dng bn di:- Phn lu tr (archive) ca cc forum, web, blog- Cung cp ni dung tng ng vi tng loi thit b (my tnh, PDA, smartphone, )- Phin bn in ca cc website- TLND thng qua navigation, tiu chnh, cc lin kt tham kho hay ni dung ca phn footer

Duplicate contentTrng lp ni dung khng c hi bao gm cc dng bn di:Nhn bn ni dung trn nhiu website khc nhau thao tng bng xp hng

To ra nhiu landing page khc nhau (t nhiu trang trn cng website hoc sub-domain) nhng cng mt ni dung

Ni dung lp i lp li trong 1 trang

Duplicate content

Duplicate contentLm th no trnh Trng lp ni dung (Duplicate Content)- Khng nh cp ni dung t site khc- Kim tra TLND trn site ca mnh- Kim tra ni dung ca mnh c b nh cp khng. - Khi c nhiu URL tr n mt ni dung, chn 1 URL v dng robots.txt chn cc URL cn li- S dng thcanonialDuplicate title tag

Tiu trang TitleTiu trang l mt trong nhng yu t SEO quan trng nht trn trang web ca bn. Mi trang & bi vit ca bn nn c tiu ring ca n, bao gm cc chnh t kha cho trang .

Thphi c t trong thca ti liu HTML. Tt nht l bn nn to tiu duy nht cho mi trangtrn trang web ca bn.128Th m t - Meta descriptionsTh meta m t ca trang cung cp choGooglev cc cng c tm kim khc bn tm tt ni dungtrang.

Th m t - Meta descriptionsTh meta m t c t trong thca ti liu HTML ca bn.

Cch ti u th meta m tTm tt mt cch chnh xc ni dung ca trang

S dng cc m t duy nht cho mi trangMeta keyword tag

URL THN THIN

BACK LINKSTt c cc hnh nh ca bn ti ln nn c tiu , v vy hy m t hnh nh ging nh tiu trang ca bn. Bao gm c t kha lin quan c th gip mi ngi tm thy trang web ca bn khi tm kim trn Google Images.

Cch to backlinkBacklink ni b

Dn tt c cc lin kt ni b vo mt trang chnht cc lin kt cc bi vit cha ni dung quan trngXy dng blog v cc thanh iu hng trong blogBacklink ni b

- Dn tt c cc lin kt ni b vo mt trang chnh- t cc lin kt cc bi vit cha ni dung quan trng- Xy dng blog v cc thanh iu hng trong blog

SOCIAL MEDIA L G

Truyn thng x hi l mi trng trn Internet c sc lan ta v tng tc mnh m, ni mi ngi u c th to, c v chia s nhng ni dung m h quan tm v d dng tip cn hn bao gi ht. Chng cn h tr vic trao i thng tin v kin thc, bin nhng ngi s dng ni dung tr thnh nhng nh sn xut ni dung, t vic tip nhn thng tin th ng (mt chiu) sang chiu hng tch cc hn (hai chiu, mang tnh tng tc).

LI CH SOCIAL MEDIA

Tit kim chi ph

LI CH SOCIAL MEDIA

Tnh lan truyn rng

LI CH SOCIAL MEDIA tng tc cao

LI CH SOCIAL MEDIA

o lng c

CC CNG C SOCIAL MEDIACC CNG C SOCIAL MEDIACng c dng lng ngheCng c o lng v ti uCng c xut bnCng c chia sCng c tng tc trc tipc bit: Viral marketing

XY DNG CHIN LC SOCIAL

Mc tiuSaleAwarenessloyatly

Thng ip cn truyn tiSocial media khng phi l cuc ni chuyn, l ni cu chuyn c din ra

Chin lc, cng c

o lngNu mc tiu = awarenessWeb tracffic s ngi ti websiteWeb tracffic referrals nhng ng dn ch ti websiteFan, friends trn cc mng x hiSearch volume trend lu lng v xu hng tm kimSocial mentiion s cp n thng hiu qua blogNu mc tiu = salesWeb tracffic s ngi ti websiteTime spend on site Bounce rate t l 1 ngi v xem 1 ln ri iRepeat visist s ngi quay tr liSearch volume trend lu lng v xu hng tm kimSocial mentiion s cp n thng hiu qua blogNu mc tiu = loyatlyTime spend on site Repeat visist s ngi quay tr liBounce rate t l 1 ngi v xem 1 ln ri iSearch volume trend lu lng v xu hng tm kimSocial mentiion s cp n thng hiu qua blogSocial connectivity among purchaser