CHAPTER 1

INTRODUCING
DIGITAL MARKETING

Dr. Nguyen Thi Huyen

Faculty of Economics and Management
Email: huyennt@[Link]
 Rules in class
1. Be on-time (Attendance check is carried out for every class in this course)
2. DO NOT use electronic devices unless requested by the instructor
3. No food
4. Must to print out ppt document
5. RESPECT yourself, your classmates and your teacher
6. Listen carefully and ask question
7. Raise your hand to answer the question, and you will earn extra points for
your midterm

→ If you have any suggestions or feedbacks please let me know. I hope you’ll
show respect and goodwill by discussing them with me before sharing your thought
to another.
 Course objectives
1. This course Introduces new business models and digital marketing techniques.
2. The understandings available from history of business on the Internet, combining the Internet with
traditional business, changing in the world of online marketing, online marketing activities and tools,
services management on the Internet and virtual community management. In this course, student will
learn through doing small projects.
3. For skill, after this course, students can precise relevant internet marketing theories, researches and
3

analysis skills to contemporary case studies and communicate outcomes employing professional
discourse and formats.

Text book: Digital Marketing: Strategy, Implementation and Practice, 2022

David Chaffey Fiona Ellis – Chadwick, Eight Edition, Pearson Education
Limited
 Question:

• What’s one company you think uses digital

marketing very effectively?
[Link] & PARTICIPATION - Weight: 10%
Attendance: By checking every meeting.
Participation: By case study from text-book or participate into lecture.

2. FINAL PROJECT - Weight: 15%

Group of 4 -5 students will conduct a team project and present results in week 13, 14

3. MIDTERM EXAM - Weight: 15%

Multiple choice questions and Case study (Week 11 or 12)
4. FINAL EXAM - Weight: 60%
Big assignment.

1-5
 Team project
Develop a Digital Marketing Plan for 6–12 months for a small or new company operating in Vietnam

No Content Mark
Part 1: - Brief background of the chosen company (name, industry, main pỏduct, size). 30%
Introduction and - Market analysis (industry trends, competition, customer behavior in Vietnam).
Situation analysis - SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
- Competitors analysis (Who are our competitors? Why are they your competitors? - How well are the competitors
selling the product? How much? What are their distribution channels and communication methods? - Make a table
comparing the strengths and weaknesses of all competitors)
- Current digital presence of the company (social media, website, online reviews, e-commerce).

Part 2 – Strategy and - Target audience and segmentation (Define target customers; identify customer needs and digital touchpoints) 35%
tools - Digital marketing objectives (SMART) (e.g., increase brand awareness, attract new customers, boost sales, customer
engagement)
- Strategy and tools (selection of digital platforms, content strategy, advertising strategy, customer engagement tools
(chatbots, social listening,…; creative and flexible use of low-cost tools)
Part 3 – - Implementation plan: Timeline, responsibilities; budget 35%
Implementation and - Measurement and evaluation (KPIs, Tools for tracking; plan for ongoing improvement and adjustment)
Measurement - Conclusion
 Table of contents
1. Introducing digital marketing (chapter 1)
2. The digital microenvironment and macro environment (chapter 2,3)
3. The digital marketing strategy (chapter 4)
4. The impact of digital media and technology on the marketing mix
(chapter5)
5. Relationship marketing using digital platforms (chapter 6)
6. Delivering the digital customer experience (chapter7)
7. Campaign planning for digital media (chapter 8)
8. Marketing communications using digital media channels (chapter 9)
9. Evaluation and improvement of digital channel performance (chapter 10)
Chapter 1 – Introducing Digital Marketing

Contents:

• Introduction to digital Marketing

• Digital marketing goals and strategy
• Introduction to digital marketing strategy
• Introduction to digital marketing communications
 Question:
• Can you think of one digital campaign that really influenced
your decision to buy something?
 Learning objectives
• Explain how the business opportunities and challenges of digital marketing can be managed using a strategic
approach

• Review the options to achieve communications goals using different types of digital media and platforms
Review how different types of marketing data and technology can be used to

• Improve audience experiences and support business goals

1- Introduction to Digital Marketing

01 Digital marketing is crucial in today's business landscape as it transforms

traditional practices by leveraging digital media, data, and technology. It
Importance of
enables businesses to reach consumers more effectively through
Digital Marketing
personalized and interactive channels, enhancing engagement and loyalty.

02 In Vietnam, digital marketing is particularly important due to the rapid

growth of internet penetration and mobile usage. Companies must adapt to
Adaptation in stay competitive, as seen with Vietjet's successful integration of digital
Vietnam
booking apps alongside traditional TV ads.

What’s one Vietnamese company you know that markets itself mainly online?
 Introduction: How digital marketing has
transformed marketing
Digital marketing is about:
• Audiences

• Digital devices

• Digital platforms

• Digital media

• Digital data

• Digital technology

Which of the six elements—audience, devices, platforms, media, data, or technology—do you think is most
important today? Why?
What is Digital Marketing?

Definition and Scope

Digital marketing involves achieving marketing objectives through digital media, data, and
technology. It goes beyond just tools, focusing on outcomes like sales, engagement, and
loyalty. It integrates seamlessly with traditional marketing channels for a holistic approach.

Example
For instance, Vietjet uses both digital booking apps and traditional TV ads to
reinforce its brand. This combination highlights the importance of integrating digital
and traditional marketing to maximize reach and engagement.
Marketing & Digital Marketing
• Definition: Marketing is about managing the process of identifying, anticipating, and satisfying customer needs
profitably.
• Customer Focus: The definition highlights two key points — focus on the customer and achieving commercial
returns.
• Role of Digital Marketing:
• Identifying: Digital tools provide customer insights and help with market research to understand needs and
wants.
• Anticipating: Online insights allow marketers to target messages and plan resources for digital content and

services.
• Satisfying: Success in digital marketing depends on customer satisfaction through quality digital experiences

(linked to customer relationship management).

Why Digital Marketing Matters
01 02 03
Consumer Competitive Adaptation to
Behavior Advantage Change
In today's world, consumers Brands without a digital presence Digital marketing allows
spend a significant amount of risk losing their competitive edge. businesses to adapt quickly to
time on social media, e- For example, MoMo e-wallet has changing consumer preferences
commerce, and messaging apps. become successful by leveraging and technological advancements,
Digital touchpoints are central to mobile adoption in rural Vietnam, ensuring long-term sustainability
their decision-making process, demonstrating the impact of and growth.
making a digital presence digital marketing in reaching
essential for brands. underserved markets.
Transformation of Marketing

01 Traditional marketing is one-way communication through channels like TV, print, and

Traditional vs. billboards, while digital marketing is two-way, interactive, and personalized. Digital
Digital Marketing marketing is more measurable and adaptable, allowing for real-time adjustments.

02 Shopee exemplifies this transformation by using flash sales and gamification to

actively involve customers. This interactive approach not only drives engagement
Example
but also enhances brand loyalty.
 Multichannel Marketing

Paid, owned and earned media

Examples: The role of digital marketing in creating
revenue
For established multichannel organizations, digital media provide multiple opportunities to support marketing
strategies across the entire purchase cycle. A low-cost airline example illustrates how these channels can be applied:

•Advertising: Online display ads and social media raise brand awareness and stimulate demand.
•Direct response: Search advertising drives traffic when consumers show purchase intent (e.g., searching for
flights).
•Sales platform: Online booking has become the dominant method for flight reservations.
•Lead generation: Tools help capture and follow up on corporate flight bookings.
•Distribution: Airlines now extend services by selling additional digital products, such as insurance.
•Customer service: Self-service tools (e.g., FAQs) allow customers to resolve issues efficiently.
•Relationship building: Airlines strengthen customer loyalty through newsletters and personalized deal alerts,
encouraging repeat bookings.
 The marketing technology landscape

Source: With permission – [Link]

The 7Ds of Digital Marketing
Framework Overview
The 7Ds framework helps analyze all aspects of digital strategy. The dimensions include
Digital Goals, Digital Audiences, Digital Devices, Digital Platforms, Digital Media, Digital Data,
and Digital Technology. Each dimension is crucial for a comprehensive digital marketing plan.

Digital
Digital Platforms Digital
Devices Media

Digital Digital
Audiences Data

Digital The
02
Digital
Technolog
Goals 7Ds y
The 7Ds of Digital Marketing
 Example
Digital Goals Digital Devices
MoMo's goal was to reach rural small merchants Smartphones were the primary devices used by the
and expand its user base. This clear objective target audience. MoMo optimized its app for mobile
guided the entire digital strategy, ensuring all efforts usage, ensuring a seamless experience for users.
were aligned with this primary aim.

Digital Audiences Digital Platforms

The target audience included Gen Z urban youth MoMo leveraged popular platforms like Facebook,
and rural small merchants. Understanding their TikTok, and Zalo for marketing. These platforms
needs and preferences allowed MoMo to tailor its allowed MoMo to reach a wide audience and
marketing efforts effectively. engage with them through various forms of content.

• Digital Media: Social ads, influencer marketing.

• Digital Data: Mobile payment histories.
• Digital Technology: AI chatbots for customer service.
2. Digital Marketing goal and strategy
 Digital marketing goals

• Support customer acquisition, engagement, retention.

• Build strong brand equity.

• Create measurable business impact.

• Must align with company’s broader marketing objectives

AIDA vs. RACE

Traditional AIDA Model Modern RACE Model

The AIDA model (Awareness → Interest → The RACE model (Reach → Act → Convert →
Desire → Action) focuses on a linear customer Engage) is more customer lifecycle-oriented. It
journey. It emphasizes creating awareness, emphasizes reaching a wide audience,
generating interest, building desire, and driving encouraging actions, converting prospects into
action. This model is well-suited for traditional customers, and engaging them for long-term
marketing. loyalty. This model is better suited for digital
marketing strategies.
The RACE omnichannel marketing planning framework summarizing aims,
activities and measures

(Source: Chaffey, 2021 )

 RACE model:
RACE consists of four steps designed to help engage prospects, customers and fans with
brands throughout the customer lifecycle:
• Step 1: Reach – build awareness of a brand, its products and services on other sites and in
offline media and build traffic by driving visits to web and social media presences.
• Step 2: Act – engage an audience with the brand on its website or other online presence to
encourage them to interact with a company or other customers. In many sectors, the aim of
the Act stage is lead generation, i.e. to gain permission to market to a prospect using email,
SMS or mobile app notifications.
• Step 3: Convert – achieve conversion to generate sales on web presences and offline.
• Step 4: Engage – build customer relationships through time to achieve retention goals.

→ Think of your own experience—what made you go from browsing to

buying online?
 Mini case – Burger King’s: Burn that ad’ campaign
• The communications aim of the campaign was to drive people to download the BK app, use the AR feature in the real world
and insist on Burger King flame grilling iconic taste. With the motto ‘After all, flame grilled is always better’, digital
interactions were encouraged through a feature in the Burger King app. It integrated a feature in its app that allowed users
to scan any ad of the competition and burn it in the virtual world using augmented reality.
• Conversion to sale was encouraged since users of the feature could get a free Whopper®, encouraging trial and future
purchases. Longer-term engagement was encouraged by use of a mobile app, BK Express, specifically developed in Brazil
enabling any customer to pre-order and avoid queues. The campaign aim was to achieve hundreds of thousands of app
downloads and online voucher redemptions.
Source: The Drum (2019)
Direct –to-customer communication and e-commerce
❖ Digital business or electronic business (e-business):
- Electronically mediated information exchanges, both within an organization and with external stakeholders
supporting the range of business processes
❖ Electronic commerce (e-commerce)
• All financial and informational electronically mediated exchanges between an organization and its external
stakeholders.
❖ Sell-side e-commerce
• E-commerce transactions between a supplier organization and its customers.
❖ Buy-side e-commerce
• E-commerce transactions between a purchasing organization and its suppliers.
❖ Social commerce
• A subset of e-commerce that encourages participation and interaction of customers in rating, selecting and
buying products through group buying. This participation can occur on an e-commerce site or on third-party
sites.
The 5S goals of digital marketing
Examples of 5Ss
Sell
Tiki's e-commerce growth demonstrates the 'Sell' aspect by offering a wide range of products and seamless shopping
experiences, driving both online and offline sales.

Speak
Zalo fanpages illustrate 'Speak' by enabling brands to interact with customers through social media, fostering strong
relationships and enhancing brand loyalty.

Serve
Grab's multifunction app shows 'Serve' by providing transportation, food delivery, and payment services, adding value and
enhancing customer convenience.

Save
VPBank reducing call center costs via chatbot highlights 'Save' by leveraging automation and digital services to reduce
operational costs while maintaining customer satisfaction.
Case Study: Zalando

Zalando's Success Factors 01

Zalando, a successful e-commerce company, started in Germany
and expanded across Europe. Key factors contributing to its
success include localized websites, a strong customer
experience, and a heavy investment in a mobile-first strategy.

Lesson for International Expansion

02
The case of Zalando highlights the importance of localization in
international digital expansion. By tailoring its platform to local
markets, Zalando achieved significant growth and market
penetration, demonstrating the need for businesses to adapt to
local preferences and needs.
Case Study: Tiki Vietnam

Tiki's Transition Competitive Advantage Evolution of Strategy

Over time, Tiki's strategy has evolved to

Tiki Vietnam transitioned from a Tiki's competitive advantage lies
focus on enhancing customer
bookseller to a multi-category in its fast delivery service
experience, expanding its logistics
marketplace, expanding its 'TikiNOW' and a strong emphasis
network, and leveraging technology to
product range and customer on local logistics and trust. These
improve operational efficiency. This
base. This strategic shift allowed factors have helped Tiki build a
continuous evolution has enabled Tiki to
Tiki to diversify its offerings and loyal customer base and
stay competitive and adapt to changing
meet a broader range of differentiate itself in the
market dynamics.
consumer needs. Vietnamese market.

What’s one feature that makes you choose Tiki instead of another e-commerce platform?
Key challenges of digital communications

Responding
to
competitors

Responding to
changes in
Complexity technology and
marketing
platforms

Challenges

Attention Cost
3. Introduction to digital marketing strategy

Online value proposition (OVP)

Positioning Target marketing strategy
A statement of the benefits of
Customers’ perception of the Evaluation and selection of
online services that reinforces the
product and brand offering relative appropriate customer segments
core proposition and differentiates
to those of competitors. and the development of
from an organization’s offline
appropriate offers.
offering and those of competitors
Online Value Proposition (OVP)

Definition and Examples

Importance
The Online Value Proposition Vietjet's easy app booking and
(OVP) is a statement of benefits discounts, Shopee's vouchers and
offered online. It differentiates a gamified shopping, and MoMo's fast
company from offline competitors transfers and charity campaigns are
and other online players by excellent examples of strong OVPs
highlighting unique features, that drive customer engagement
services, or experiences that and loyalty.
enhance the brand experience.
Omni-channel Integration

Importance of Integration 01
Omni-channel integration ensures that digital channels complement offline
channels. Consistency across all touchpoints is crucial for a seamless customer
experience, enhancing satisfaction and driving business growth.

Example in Vietnam 02
Thế Giới Di Động (Thegioididong) encourages customers to research products
online and purchase offline. This integrated approach leverages the strengths of
both channels, providing a cohesive experience and driving sales.
02
 Key features of digital marketing strategy

Key Points of an Effective Digital Marketing Strategy

1. Match the business and marketing strategy (e.g., 3-year plan + yearly 5. Combine online and offline tools (e.g., website, email, mobile).
priorities). 6. Guide customers through the buying journey, from interest to
2. Set clear goals for brand growth, leads, and online sales. purchase.
3. Fit the target customers who actually use the channel. 7. Manage the full customer lifecycle: attract → convert →
4. Provide a strong and unique value proposition, clearly communicated. retain → grow.
Five Types of Digital Presence

• Platforms for direct product/service sales online,

1. Transactional e-commerce while also support offline customer

• Provide information and build

2. Services – oriented relationship- trust/relationships to drive offline sales and
building support customers

3. Brand – building • Enhance brand image and create customer

engagement, not sales.

4. Publisher or intermediary site • Content-driven platforms generating revenue

via advertising, commissions or data sales

• Enable consumer-to consumer interactions and

5. Social network/community community engagement
A strategic framework for developing a digital marketing (figure 1.5)

A. Opportunity – Defining the Online Potential

•Set objectives: Establish measurable goals for digital channels aligned
with business objectives.
•Evaluate performance: Use analytics to measure contributions (leads,
sales, brand engagement).
•Assess marketplace: Analyze customers, competitors, intermediaries,
suppliers, and macro factors (law, tech, environment).
B. Strategy – Selecting the Strategic Approach
•Define strategy: Choose methods to meet objectives.
•Customer value proposition: Clarify the unique value delivered online;
link with segmentation, targeting, marketing mix, and brand positioning.
•Digital communications mix: Select offline/online tools, campaigns, and
touchpoints to drive usage, sales, and customer support.
C. Action – Delivering Results Online
•Implement plan: Build websites, apps, and CRM to enhance customer
experience.
•Execute communications: Manage ongoing and campaign-based online
marketing (SEO, social, email, partnerships, affiliates).
•Customer profiling & monitoring: Capture customer data, analyze
performance against objectives, and continuously optimize.

Note: ‘e-marketing’ is no longer commonly used in business, but is used here for brevity.
4- Introduction to digital marketing
communications
 Digital marketing audiences and buyer behavior

Summary and
examples of
transaction
alternatives between
businesses,
consumers and
governmental
organizations
(Figure 1.6)
Benefits of digital media

(1) Interactivity
•Traditional media = push (company → customer).
•Digital media = pull (customer initiates contact, often via search
engines)
→ Digital media = pull-based, interactive, customer-
initiated, data-driven, and personalization-enabling.

(2). Intelligence
•Digital media = cost-effective tool for market research.
•Collects customer perceptions and behaviors across touchpoints.
•Data stored in data lakes/warehouses → insights known as Big
Data
 Benefits of digital media (cont.)

(3) Individualization (4) Integration

Integration
•Internet supports multichannel marketing by combining outbound (company → customer) and
inbound (customer → company) communications.
•Outbound: Reinforces brand, generates leads, retains customers.
Individualization •Inbound: Supports service (email response, website call-back, integration with call centers).
•Messages can be personalized at low cost (vs. traditional one-size-fits-all). •Practical uses: Direct-response tools, integrated website features, and service callbacks (e.g.,
•Personalization based on customer intelligence stored in databases. Automobile Association™).
•Example: Amazon greets customers by name, recommends products via purchase history.
•Represents sense-and-respond communication → enhances relevance
 Benefits of digital media (cont.)

The role of mixed-mode buying in digital marketing

(5). Industry Restructuring
• Disintermediation: Removal of traditional intermediaries (e.g., direct sales online).
• Reintermediation: Emergence of new intermediaries (e.g., aggregator, comparison
sites).
• Marketers must decide:
• Which intermediaries to appear on?
• How do our offerings compare in features, benefits, and price?
(6). Independence of Location
• Internet enables global reach without local sales/service forces.
• Benefits in digital campaign deployment:
• Accountability: Web analytics (e.g., Google Analytics) make performance
measurable.
• Testing: Tools like Google Optimize allow low-cost A/B testing of messages,
offers, and landing pages.
• Flexibility: Ads and offers can be changed mid-campaign; Google Ads supports
dayparting (time-specific ads).
• Micro-targeting: Deliver tailored messages to different audience segments or
search terms.
Six categories of digital communications tools or media channels

Source: Chaffey and Smith (2017)

Case study: eBay thrives in a global marketplace

Key content:
• Mission

• Revenue model

• Proposition

• Competition

Objectives and strategy

Case Question: Discuss how eBay has had to evolve its

online brand proposition and communicate it to achieve
continued growth
The end!