Marketing Activities Classification Marketing is divided into two types: Traditional Marketing or Classical Marketing:

The above definitions all define marketing in different words. But, in general, all marketing definitions aim at a single issue: satisfying customer needs.

1.1.1.2. Classification of Marketing activities Marketing is divided into the following two types: Traditional Marketing or Classical Marketing:

All marketing activities only take place in the market in the circulation stage. The first activity of marketing is to work with the market and its next activity is on the circulation channels. Thus, in essence, classical marketing only focuses on the rapid consumption of produced goods and services and does not pay attention to customers.

In the increasingly competitive environment, it is not enough to only focus on consumption, but also to pay attention to the synchronization of the whole system. Replacing classical Marketing with other Marketing theories is inevitable.

To understand traditional marketing in a more abstract way, you can understand it as follows:

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one of two ways, or both:

- Understand in the first way: With traditional marketing, business people will pay more attention to the production and distribution of products, which means that the product needs to be produced, then use marketing methods to introduce the product to customers.

- Understand in the second way: For many people, the simplest way to understand traditional marketing is that it is a marketing method that uses traditional ways to approach customers, that is, business people can introduce their products and services through media such as television, newspapers, leaflets, banners on roads and streets.

Modern Marketing:

Modern marketing is different from traditional marketing in that, if marketing

Traditionally, the focus has been on the distribution stage, meaning that the producer will produce the product

While modern marketing focuses on the customer research process, it includes all customer-centric management, research, and production activities, and produces according to market demand.

The birth of modern Marketing has greatly contributed to overcoming the surplus crisis and promoting the development of science and technology. Modern Marketing has paid more attention to customers, considering the market as the most important stage in the process of reproducing goods and customers and their needs play a decisive role. On the other hand, due to the attention to the synchronization of the whole system, all departments and units focus on creating a combined strength to best meet customer needs. The goal of Marketing is to maximize profits, but that is the overall, long-term goal, while the short-term expression is the best satisfaction of customer needs.

1.1.2. Overview of Digital Marketing

1.1.2.1. Concept of Digital Marketing

Digital marketing is a product/service marketing activity that has clear, measurable, highly interactive goals that use digital technology to reach and retain customers. The goal of digital marketing is to increase brand awareness, build trust and increase sales. The most distinct feature of digital marketing compared to traditional marketing is the use of digital tools (typically the internet) as an indispensable core tool.

According to another definition, digital marketing is the promotion of products or brands through one or more forms of electronic media - Source: SAS software & Business Dictionary.

Electronic media is media that uses electronic (online environments such as: email, websites, social networks ...) or electrical energy (electronic devices such as television, radio, telephone, ...) for the end person (audience) to access the content. This is in contrast to static media (mainly print media), which today is often created electronically, but does not require the user to access electronic devices in print form.

1.1.2.2. Distinguishing Digital Marketing and Traditional Marketing

Traditional marketing media include:

- Leaflet distribution: this is a very familiar marketing method for business people and consumers. Leaflets are distributed everywhere: on the streets, at intersections with many people passing by, or can be delivered to homes, ... Recently, this marketing method is no longer favored by many businesses because it is not very effective, the rate of reaching potential customers is very low and the cost to implement is relatively high.

- Sending letters: Nowadays, there are many modern marketing methods such as email, advertising messages, etc., so sending letters to consumers is no longer common. However, if you know how to take advantage of it, businesses can completely find customers through this method.

- Marketing through the press: This is the oldest form of advertising; currently, this form is still being applied and brings relatively good results for many businesses that have built an advertising strategy that attracts consumers.

- Traditional marketing with catalogs: this is a form of marketing by printing catalogs with many eye-catching images and information that the business wants to convey. For this form, if the business knows how to take advantage of and know how to appeal to the customer's psychology, the results will be quite positive.

- Traditional marketing with viral videos: this is a form of marketing that never goes out of style, with videos appearing on television, interspersed in programs that are being shown, can help businesses introduce products to millions of users. However, this form of advertising also has some problems such as high cost, not targeting potential customers.

- Telemarketing: is calling consumers directly to persuade them to buy a product or service. This form has the advantage of low cost and

Salespeople will be able to answer all customer questions quickly; but on the other hand, when too many businesses apply this form unreasonably, it will cause a lot of negative feelings towards the majority of consumers.

In general, we can see that traditional marketing mainly uses mass media, while digital marketing uses the internet and digital devices, independent of media companies.

In addition, Digital Marketing and Traditional Marketing also have the following points to

distinguish:

- Measuable

Digital Marketing is easier and more effective to measure with the help of measurement tools (like Google Analytics). We can know exactly how many clicks come from which channel, how long customers stay on the website, which page they leave the website on and whether they buy or not.

Measurement work to evaluate marketing effectiveness becomes accurate and fast.

much faster than traditional marketing.

This is one of the advantages that traditional marketing cannot do and this makes digital marketing a powerful tool for marketers.

- Tagetable (target the right customers)

Targeting the right customers for each marketing campaign is crucial for the company. However, this is not an easy task, target customers are the focus of the marketing campaign, with digital marketing we can quickly identify and target our target customers. Targeting the right customers helps the digital marketing campaign increase its effectiveness many times over.

- Optimizeable

Marketing campaigns need to be optimized. It is a process of analysis, testing and optimization that helps businesses:

- Identify what should be done and what should not be done

- Determine which channels will give the most engagement and conversions

- Deeper research on user demographics and behavior

- Identify which keywords bring in the most engagement (to use for future paid advertising)

With digital marketing, we can use many different tools to perform optimization easily, quickly and give accurate results such as:

- Google analytics: A free and extremely effective application by Google, it allows access to valuable information sources such as interactions or other important information about the website.

- Clicky: This is also a website that supports monitoring, analyzing, and reflecting interactions on Blogs and Websites during the time users are on the website/Blog.

- Statcounter: Another free tool that analyzes web-site interactions to monitor user activities during the time users are active on the website.

- Hubspot: This is a good platform for conducting analytics. It is considered an ideal tool for small businesses to measure engagement and inbound marketing.

- Adobe Marketing Cloude: This integrated platform can provide real-time user engagement and predictive analytics related to website performance.

- GoSquared: A platform for monitoring the time users spend on a website. This tool will help track the revenue and ROI of an eCommerce site.

- Moz Analytics: Moz is a comprehensive analytics platform, integrating Search, Social, Social Listening, and Inbound Marketing analytics.

- Webtrends: This tool can measure activity across multiple channels

such as mobile phones, websites, social.

- Addressable

Digital marketing not only helps to quickly analyze and provide optimal results, but also gives each result variable a specific value. From there, we can quantify the effectiveness of variables, new products and markets. This not only creates past results, but it also has the ability to quantitatively forecast the future. From there, experts can qualitatively and evaluate the potential and trends of the entire market.

- Interactively

Interaction from businesses to customers not only helps encourage customers to buy and use the company's products, it also contributes significantly to helping the company gain loyal customers in the future.

The reason is that when interacting with customers, businesses can synthesize opinions and understand

customer desires (insight) and from there create appropriate accompanying products and services.

Let customers participate and interact, exchange opinions about the company's products and events. By doing so, customers will be excited to contribute their personal opinions and that is appreciated. Moreover, customers will love the company's brand more because the company cares about them, increasing the brand's reputation.

- Relevancy

For the content sent through marketing campaigns to be effective, it must be relevant, cohesive, and aligned with consumer trends and interests. Only then will the content be quickly accepted and thus the marketing activity be successful.

- Viral able (able to spread)

Viral marketing is essentially encouraging individuals to spread the marketing message that the business sends. This creates the potential for exponential growth.

have a profound impact on the community through the message the company wants to convey.

Through the 6 strategies below, viral marketing will promote quickly.

The process of spreading on the internet that traditional marketing cannot do.

1. Give away valuable products or services

2. Provide easy sharing facilities for others

3. Easy to scale from small to large

4. Exploiting behavior and motivation

5. Use existing communication networks

6. Take advantage of other resources.

- Accountable (ability to calculate accurately)

Digital Marketing not only helps to quickly analyze and provide optimal results

but also gives each result variable a specific value.

From there we can quantify the effectiveness of variables, new product launches and markets. This not only creates past results but also has the ability to quantitatively forecast the future. From there experts can qualitatively and evaluate the potential and trends of the entire market.

1.1.2.3. Distinguishing Digital Marketing and Online Marketing

Nowadays, words like Digital Marketing, Internet Marketing or Online Marketing are floating around the internet and many people use these words as synonyms and can be used interchangeably. But in fact, Digital Marketing is a more comprehensive phrase and Online Marketing (or Internet Marketing) is just a part of Digital Marketing. So what is the difference?

Online Marketing / Internet Marketing as the name suggests includes advertising channels that require an internet connection, while Non-online Advertising is mainly advertising methods in which users do not need an internet connection. But Digital Marketing includes both online and Non-online forms.

Difference between digital marketing and online marketing

- Digital marketing delivers messages on any digital device whether connected to the internet or not. Online marketing only receives messages when customers are connected to the internet (wired or wireless).

- The form of digital marketing is more diverse and variable, while online marketing is only

Spin around web related banners and effects.

- Digital marketing media includes NFC, Bluetooth, storage devices, interactive outdoor billboards and the internet. Online marketing is only associated with the internet.

The difference comes from 3 angles:

1. Measurement:

Online marketing can be measured more easily and effectively with the help of measurement tools (Google Analytics for example). Businesses can know exactly how many clicks come from which channel, how long customers stay on the website, which page they leave the website on and whether they make a purchase or not.

With non-online marketing channels, it is not so easy because they do not depend on a website or the internet and are therefore more difficult to measure (similar to outdoor and traditional channels). For example, it is impossible to know how many people read your SMS messages and how many of them make a purchase afterwards.

2. Method of operation:

Online marketing channels depend on the internet. Without the internet

then there is no online marketing.

Non-online marketing channels do not depend on the internet but on telecommunications infrastructure (television waves, radio waves, telephone waves, etc.) and therefore they still work with or without the internet.