D
Biên
nh Tu n
ThS. Nguy n Th Ng c nh
ThS. Tr n Th Th nh
ThS. Nguy
ThS. Ph ng Quân
www.hutech.edu.vn
DIGITAL MARKETING
*1.2023. MAR251*
- :
tailieuhoctap@hutech.edu.vn
I
...................................................................................................................I
.......................................................................................................... IV
.................................................................................................... 1
DIGITAL MARKETING .............................................................. 2
1.1 À T M QUAN TR NG DIGITAL MARKEING ...................................... 2
1.1.1 S ra i c a Digital Marketing ......................................................................... 2
1.1.2 T m quan tr ng c a Digital Marketing ................................................................ 4
1.2 C C KH I NI M DIGITAL MARKETING ............................................................... 7
1.3 MÔ H NH AIDA ................................................................................................... 9
1.4 MÔ H NH AISAS ............................................................................................... 12
................................................................................................................ 17
.................................................................................................... 18
................................................ 19
2.1 ONLINE PAID ADVERTISING ............................................................................ 19
2.1.1 Gi i thi u ..................................................................................................... 19
2.1.2 T m quan tr ng c a Online Paid Advertising ..................................................... 20
2.1.3 Các hình th c Online Paid Advertising ph bi n ................................................. 21
2.1.4 pháp tính phí Online Paid Advertising ph bi n ...................................... 31
2.1.5 Các ch s ng Online Paid Advertising ph bi n ......................................... 32
2.2 SEARCH ENGINE OPTIMIZATION (SEO) ........................................................... 34
2.2.1 Gi i thi u ..................................................................................................... 34
2.2.2 T m quan tr ng c a SEO v i trang web ........................................................... 34
2.2.3 Các hình th c SEO ph bi n............................................................................ 36
2.2.4 Các c th c hi n quy trình SEO b n ......................................................... 36
2.3 SOCIAL MEDIA MARKETING ............................................................................. 40
2.3.1 Gi i thi u ..................................................................................................... 40
2.3.2 T m quan tr ng c a Social Media Marketing ..................................................... 40
2.3.3 Các lo i hình Social Media Marketing ph bi n .................................................. 41
2.3.4 Các c th c hi n Social Media Marketing ....................................................... 42
2.3.5 Các ch s ng Social Media Marketing ...................................................... 44
2.4 AFFILIATE MARKETING .................................................................................... 45
2.4.1 Gi i thi u ..................................................................................................... 45
2.4.2 T m quan tr ng c a Affiliate Marketing ............................................................ 45
2.4.3 Cách th c ho t ng ...................................................................................... 46
2.4.4 Các pháp tính hoa h ng Affiliate Marketing ph bi n .............................. 47
2.4.5 Các công c theo dõi hi u qu .................................................................... 48
2.5 EMAIL MARKETING .......................................................................................... 50
2.5.1 Gi i thi u ..................................................................................................... 50
II
2.5.2 T m quan tr ng c a Email marketing ...............................................................50
2.5.2 Các hình th c Email Marketing ph bi n ............................................................52
2.5.3 Các c th c hi n chi n d ch email Marketing ..................................................53
................................................................................................................ 56
.................................................................................................... 57
........................................... 59
3.1 PHÂN T CH M C TIÊU KINH DOANH V DIGITAL MARKETING ......................... 59
3.1.1 Chi n c Digital Marketing ............................................................................59
3.1.2 Phân tích m c tiêu cho chi n c Digital Marketing ............................................60
3.1.3 Xây d ng chi n c Digital Marketing...............................................................63
3.1.4 Phân tích và thi t l p m c tiêu cho Digital Marketing ..........................................65
3.2 .................................................. 66
3.2.1 Các Framework cho vi c tri n khai chi n c Digital Marketing ............................66
3.2.2 Th c thi chi n c Digital Marketing ................................................................70
3.3 XÂY D NG KPI CHO C C HO NG DIGITAL MARKETING ............................ 73
3.3.1 KPI c a Digital Marketing là gì? ........................................................................73
3.3.2 Các lo i KPI trong Digital Marketing ..................................................................74
3.3.3 M c c a KPI trong Digital Marketing ...........................................................74
3.3.4 M t s KPI cho các hình th c Digital Marketing ..................................................75
3.3.5 Theo dõi các KPI trong Digital Marketing ...........................................................77
................................................................................................................ 78
.................................................................................................... 78
............................................................. 79
4.1 - .................... 79
4.1.1 Chi n c khác bi t hoá là gì? .........................................................................79
4.1.2 Chi n c khác bi t c xây d ng d a trên nh ng y u t nào ...........................80
4.1.3 c m c a chi n c khác bi t hóa ......................................................81
4.1.4 Xây d ng chi n c khác bi t hóa hi u qu ......................................................81
4.1.5 ng d ng chi n c khác bi t hoá vào ho t ng Digital Marketing .....................84
4.2 ...................................... 84
4.2.1 Gi i thi u ......................................................................................................84
4.2.2 L p k ho ch Digital Marketing ........................................................................85
4.3 .............................................. 88
4.4 .............. 96
4.4.1 Gi i thi u ......................................................................................................96
4.4.2 L ch s ..........................................................................................................97
4.4.3 m và c m c a Gantt ...........................................................98
4.4.4 ng d ng Gantt Chart trong k ho ch Marketing ................................................99
.............................................................................................................. 101
.................................................................................................. 102
BÀI 5: ................... 103
III
5.1 ................................................................................................... 103
5.2 ................................ 104
5.3 ............................ 108
5.4 ................. 111
5.5 ......................... 115
5.6 ENGINE OPTIMIZATION) ...... 120
.............................................................................................................. 123
.................................................................................................. 123
............................................................................................... 124
BÀI ...................................... 125
- ..................................................... 133
......................................................................... 145
- /TIKTOK ADS ................... 167
......................................................... 184
................................................................ 196
TÀ .......................................................................................... 207