- Second: Storage capacity: Any video uploaded to Youtube is saved permanently until the account owner wants to delete it.
- Third: Sharing ability: Youtube allows users to copy the link of all videos to share with friends and relatives via other social networks, email or messages. On the other hand, the content and quality of the video are still guaranteed during the transmission process.
- Fourth: Interactivity: Youtube has a feature that allows people to comment and tag so that users can notify or invite friends to watch together. In addition, Youtube also has a privacy protection function when users can set the mode to only share with certain friends or only they can view and comment on a certain video.
Instagram is a free photo sharing application that allows users to take photos on their phones, add filters, and then share them on various social networks, including Instagram. The photos taken are square in the 4:3 aspect ratio commonly used on mobile devices.
In addition to the free photo/video editing function, Instagram also allows users to share photos widely through Instagram itself and link to other social networks. When posting photos or videos, users can attach appropriate descriptions as they like, especially Instagram also has the tag and hashtag (#) feature to increase the ability to spread in the online community.
Website
Website (tentatively translated as “Website”), also known as a website, is a collection of sub-web pages, including text, images, videos, flash, ... the website is only located in a domain name or sub-domain name stored on servers running online on the World Wide Internet line. Website was invented and put into use around 1990, 1991 by British Academy academician Tim Berners-Lee and Robert Cailliau (Belgium) at Cern, Geneva, Switzerland.
Nowadays, the term website is used very commonly, everyone can access a website anywhere with an internet connection or mobile connection. For businesses and individuals who regularly interact with the online community, the website is the best and only tool to help them promote their image, products, and information.
Personal blog (Blog marketing)
Blog marketing is a form of marketing, advertising, and publishing online content for brands, products, websites, and events through blogging tools. Blog marketing is divided into the following forms:
- Advertising (banner, textlink): Banner advertising on blogs is similar to that on e-newspapers and forums, while textlink advertising is more dominant and popular on blogs than on other channels.
- PR articles: Blogs are also a channel that the media aims to convey content in the form of PR articles. Sometimes it is just reporting on a product, service or event. This form is also quite popular in electronic newspapers today.
- Review articles: This is a very special form and also a powerhouse of blog marketing because the review article is created based on the author's own experience, a reputable person, influential and knowledgeable about the product or service being marketed. The author's level of fame is also a factor that greatly affects the effectiveness and spread of the article.
1.1.1.4 Evaluation of online marketing communication activities
Marketing communications involves identifying target audiences and developing a harmonious, unified communications program across departments to achieve the desired response from the target audience. After implementing communications programs, marketers need to evaluate how the communications experience impacts different stages of the customer buying process. This allows businesses to allocate their budgets more effectively and appropriately.[9]
KPIs performance evaluation index
KPI – Key Performance Indicator in English is an index to evaluate work efficiency, a tool to measure and evaluate work efficiency expressed through data, ratios, and quantitative indicators, to reflect the performance of organizations or functional departments of a company or business, or individuals. Each department in the company will have different KPIs to objectively evaluate the performance of each department.[4]
To evaluate the effectiveness of an online communication program according to the channels deployed, KPIs are an effective measure.
Table 2.1: KPIs for online marketing activities
Work
KPI index | |
SEO | - How many searches/month does the SEO keyword have? - How SEO keyword ranking position has changed on search engines compared to before SEO. - How much website traffic is there via Google search for SEO keywords per day/month? - What is the rate of new visitors and old visitors returning to the website? - How many pages are viewed/visited? - How long does the average customer stay on the website? - What is the purchase conversion rate? - How long does it take for the website to load? - How has the website's Alexa ranking changed compared to before doing SEO? - How has the website Page Rank index changed compared to before doing SEO? - How is website coverage on the internet compared to before? |
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do SEO (quantity of backlinks, quality of backlinks) | ||
Email marketing | - Amount of customer data collected daily/monthly. - Number of active emails out of total emails collected. - Number of successful emails sent out of total emails sent. - Number of emails and inbox, spam box out of total emails sent. - Number of emails opened over total emails sent. - Number of visits to the link attached to the email. - Number of people who refused to receive emails. - Number of conversions into customers when visiting the website. | |
Social Media | Google+ social network | - How many friends are in your personal account circle. - How many people follow the Google+ page? - What is the level of interaction with messages on Google+? (+1, share, comment). - How much website traffic comes from Google+/day/month? |
Facebook social network | - The level of customer interaction with the article. - Like increase speed per day/month. - Number of orders from fanpage per day/month. - Number of visits to website from facebook. - Number of visitors converted into customers. | |
Youtube social network | - Number of subscribers to the channel. - Social networks that the youtube channel is linked to. - Interaction level on youtube channel (like, share, comment). - Traffic to website from youtube channel. | |
Advertisement
Google Adwords Advertising | - Cost per click. - Number of searches for the keyword running ads each month. - Number of ad impressions per day. - Advertising position on top of search results. - Ad quality score. - Conversion rate. - Click-through rate from advertising. |
Facebook Ads | - Daily budget for advertising. - Daily ad exposure. - Increase in likes/total number of ad impressions per day. - Level of interaction with the advertising message (used for interactive advertising). |
(Source: CRMVIET)
How to measure KPIs in online marketing communications:
For SEO activities:
Keyword Rank: KPIs include number of keywords, Top keywords (top 3, top 10).
Website leads rate: Of the customers who visit the website,
How many people convert and become leads.
Conversion Rate (CR) = Total number of goals achieved/ total number of visits to the website.
Return on Investment (ROI) = Profit earned/ total project cost
SEO.
For advertising and social media:
Measure engagement rate: The level of liking, interaction, or how many users see the message and interact with the brand.
Reach: How many people see the content and how much
how it fluctuates
Referral Traffic: The consistency of the interaction.
Influence: An important metric to track when a social network has a large following, influence allows you to quickly see how the social network is doing compared to its competitors . [3]
1.1.2 Overview of Social Media Marketing
1.1.2.1 Concept of Social Media Marketing
Social media marketing, also known as "Social Media Marketing", is a form of marketing activities on the internet through the use of social media channels for the purpose of building brands and promoting products or services.
Social media marketing is a part of Digital Marketing - a combination of marketing activities. With the strong connectivity of social media channels, where a diverse group of customers gather together to communicate, share, interact, exchange, discuss content, images, etc., marketing through these channels is gradually becoming a popular and developed form in the digital age today.
When using social media marketing, businesses can allow customers and internet users to post user-generated content (e.g. online comments, product reviews, etc.) also known as “Earned media”, instead of using advertising copy prepared by marketers.[17]
1.1.2.2 Common types of Social Media Marketing
Realizing the popularity and development of social media marketing, businesses have begun to look for different types of social media channels to deploy their strategies. On the other hand, technology is developing day by day, the boundaries between social media channels are gradually becoming blurred, but based on its nature and purpose, it can be divided into the following common types of social media marketing:
Social networks: These are websites that are social in nature and allow users to connect and share with an online community. Popular forms of social networking sites, such as Facebook, are widely used for news, activities, announcements, sales, or LinkedIn, a professional networking platform for the B2B market and is more focused on work.
Social bookmarking: This is a service that allows users to store, manage, search and share their website links on social bookmarking sites and the list of links will be organized and classified by topic and keyword. Placing website links on it can help businesses increase the amount of traffic to their website when people search. In Vietnam, there are bookmarking sites such as: linkhay.com, tagvn.com, ishare.vn,... making it easier than ever to promote and share information.
Review site: This service allows users to search, review and share information about products/services, brands, locations, etc. Reviews on these websites play a very important role for businesses. Businesses can review review comments and resolve issues posted by customers. On the other hand, positive reviews will also increase their reputation and attract new customers. Therefore, businesses often encourage their customers to leave positive reviews and ratings about the products/services they experience in the business. A typical example of this type is TripAdvisor.
Media sharing: A service that allows users to search, create and share images and videos. With its focus on photo and video activities, creating marketing strategies on this network is the most intuitive method to help businesses easily share content, messages and attract customers. Typical image sharing networks are Instagram and Pinterest platforms and video sharing networks are Youtube and Tiktok platforms.
Discussion Forum: This is a type of forum that users use to search, share and discuss information, opinions and news on specific topics. This is a place where users with similar interests, concerns, passions, etc. can gather, which is a good opportunity for businesses to reach out and conduct in-depth research on their target customers. It can be seen that this is a great type of forum that serves the market research work of businesses, when businesses want to find out how customers feel about their products/services or brands, or find out brand awareness, or what current trends customers are talking about, etc. This type of forum will help businesses get answers. Businesses often use this type to reduce marketing costs, create relationships and maintain customer loyalty. A typical example of this type is the Quora platform.
Blog: This type allows users to publish, discover and comment on online content, such as Wordpress, Blogger. Besides the traditional blog platform, Microblogging (micro-blogging service) - a branch of blog is becoming a growing trend today. This service allows users to create articles with limited content, images, and linked videos that are compact and simple. Typical examples of this type are Twitter and Tumblr.[17]
1.1.2.3 Five Core Pillars of Social Media Marketing
Strategy:
As mentioned above, today social media channels are growing and becoming more complex, before starting a marketing campaign on social media, you should consider: