Online Marketing Overall Performance Evaluation Tool

Opportunity:

 Global Reach - A website allows businesses to tap into new markets and global transactions can start with just a small investment.

 Lower Cost - A properly planned and well targeted online marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.

 Results can be tracked and measured - Measuring online marketing activities becomes simpler with media channel analysis, through other online measurement tools that help businesses easily evaluate the effectiveness of the campaign.

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 Personalization – By managing the customer database, businesses can reach closer and stimulate potential customers. Because whenever individuals need to access the channel, the unit will have a way to adjust to communicate with them more effectively.

 Closer Connections - By engaging in social media and managing them scientifically, businesses can build customer loyalty and create strong relationships.

 Social currency - Online marketing allows businesses to create campaigns using content marketing tactics. This content (images, videos, articles) can earn social currency – which is then passed from user to user and becomes viral.

 Improved conversion rates – Online platforms allow potential customers to make a purchase more easily. Unlike traditional media that requires people to take action by calling or visiting a store, online marketing can be seamless and instantaneous.

Challenge:

 Technical skills: Businesses always need to ensure that their employees have the right technical knowledge to carry out effective online marketing. Tools, platforms and trends are constantly changing, which requires the human resources team to always update and improve.

 Time-consuming: Tasks like optimizing online advertising campaigns and creating marketing content can be time-consuming. It is important to measure your business results to ensure a return on investment.

 High Competition: With the opportunity to reach a global audience through online marketing, the adopter also faces global competition. It can be a challenge to stand out from the competition and attract attention among the many messages aimed at online consumers.

 Negative complaints: Any negative feedback or criticism about a brand online can be visible to potential customers through social media and review sites. Ensuring effective online customer service can be quite a challenge.

 Privacy and security issues - There are a number of legal considerations surrounding the collection and use of customer data for digital marketing purposes. Therefore, it is important to be aware of the rules regarding privacy and data protection.

1.1.2.3 Components of Online Marketing

The components of Online Marketing according to the curriculum The McGraw-Hill 36-Hour Course: Online Marketing (2011) – McGraw-Hill Publishing House will include:

- Website marketing (Electronic information page)

- Content marketing

- Blogging

- Social Media Marketing

- Website Analytics

- Search Engine Optimization (Search Engine Marketing)

- Online Advertising

- Email marketing

- Online Public Relations

From the above components, it can be seen that Online Marketing has many different tools, businesses need to understand to be able to combine flexibly to promote the highest efficiency. However, within the scope of this thesis, the author only analyzes a few basic and most common components, from which to form the foundation to evaluate the effectiveness as well as provide solutions to improve Online Marketing activities at AROMA Training Center:

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 part of Online 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.

Consumers today turn to social media when they want to learn more about an organization or product because that is where they will find other people talking about the business. Realizing the popularity and growth of social media marketing, businesses have started looking for different types of social media channels to deploy their strategies. On the other hand, as technology continues to advance, the boundaries between social media channels are gradually blurring, but based on its nature and purpose, it can be divided into different types of social media marketing.

These statistics from Oberlo give a sense of the huge potential for social media marketing strategies:

- 71% of consumers who have had a positive experience with a brand on social media are likely to recommend that brand to their friends and family.

- 90.4% of Millennials, 77.5% of Generation X and 48.2% of Baby Boomers are active social media users.

- Facebook alone has more than 2.7 billion monthly active users.

Search Engine Optimization

SEO (Search Engine Optimization) – A popular method of search engine optimization (SEO). This is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or webpage to users on search engines such as Google, Bing, Yahoo, etc. Search engine optimization is related to improving unpaid search results ("natural" search results), excluding direct traffic sources and purchased display advertising. In addition, SEO techniques can be used for different types of searches, including image searches, video searches, academic content, news, and industry search engine results.

SEO is a fundamental part of online marketing because people conduct trillions of searches each year, often with commercial intent, to find information about products and services. With search engines often being the primary source of digital traffic for websites and other marketing channels, greater visibility and higher rankings in search results than your competitors can have a significant impact on your bottom line.

Email marketing

Email marketing is the act of sending commercial messages, usually to a group of people, using email. In its broadest sense, any email sent to a potential or current customer can be considered email marketing. The main task of email marketing is to build customer relationships, create trust, and increase customer brand recognition.

Email has become a popular marketing tool for businesses in part because it forces users to take some action; an email will land in an inbox.

until it is read, deleted, or archived. Email is also one of the most cost-effective marketing tools available. In fact, a 2015 study by the UK-based Direct Marketing Association (DMA) found that for every $1 spent, email had an average return on investment (ROI) of $38.

Email marketing can help you build relationships with potential customers, while also driving traffic to your blog, social media, or wherever else you want your audience to visit. You can also segment your emails and target users by demographics, allowing you to send only the messages they want to see.

Online PR

Online PR (online public relations) is the public relations work of communicators through available online media channels (and media tools). In addition to traditional media online pages, these channels include social media, blogs and websites.

The goal of Online PR is to have a lasting positive impact on a company's or individual's brand image. In addition, some partial goals can be identified:

- Attract and retain new customers

- Information exchange

- Increased attention

- Create a high cost-benefit ratio

- Improve (online-) reputation

- Measure and control success

Based on the measures taken in the print sector, the possibilities and opportunities provided by online media are utilized and strategies are adjusted accordingly. It can be added that Online PR is an art of storytelling where quality content is created to be shared with the online users. Businesses can use Online PR to manage public relations.

We are with users, customers who do not focus on sales but on creating trust connecting customers with businesses.

Online PR can now be done through many other marketing channels.

each other like:

- Websites, blogs

- Online newspapers, electronic newspapers

- SEO solutions

- Social media…

Online PR will quickly generate feedback from users with valuable numbers about the number of users reading the content, the number of users leaving interactions on that content, easy to spread widely on social networking sites, electronic newspapers, and also easy to adjust this content. Online PR supports businesses to create a good ROI, and is widely used when businesses want to promote business development with new products, services, including events, stories that businesses want to bring to consumers.

Content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and ultimately drive profitable customer action.

Specifically, there are three main reasons why businesses benefit from using content marketing:

- Increase sales

- Cost savings

- Customers become more loyal

Content marketing also offers additional benefits, in that it complements other channels.other digital marketing. It provides additional content for social media marketing.Social Media Marketing and contribute to SEO growth by creatingnatural traffic links, and build better business website positionwhen searching in search engines. In fact, for many companies, the majorityTheir SEO efforts should focus on content marketing.

1.1.2.3 Steps to implement Online Marketing

o Step 1: Identify customer portrait

Identifying your customers is just as important as choosing or creating a product or naming your business. If you haven’t already done a marketing plan, you need to do this exercise.

o Step 2: Set goals

Businesses need to clearly define their goals when starting to participate in Online Marketing. The clearer and more specific the goals are, the clearer the direction of the business plan will be. In addition, specific goals also help marketers and businesses easily measure and analyze the effectiveness of the Online Marketing plan.

Some goals in the Online Marketing plan:

- Build trust and relationships with customers

- Collect customer & potential customer data

- Enhance brand recognition

- Building a community of close, loyal customers

- Expected revenue from online channels

o Step 3: Online Marketing Planning

After analyzing and determining specific goals, the next thing the specialized department needs to do is to plan Online Marketing. The more detailed the plan is, the easier it is to manage and the higher the efficiency. The criteria need to be clearly defined in the plan:

- Advertising messages and audiences

- Budget

- Campaign running time

- Desired results to be achieved after the campaign.

- Possible risks

o Step 4: Select tool

For each different goal, businesses can apply each tool to perform effectively.

Some tools like:

-SEO (Search Engine Marketing)

- Google Adwords

- Social Media Marketing: Facebook Marketing, Blog Marketing...

- Email Marketing

- Mobile Marketing

o Step 5: Measure and adjust

One of the outstanding advantages of Online Marketing compared to Traditional Marketing is the ability to measure extremely well based on specific statistics. At the same time, you can easily adjust the Online Marketing plan during the implementation process to optimize the effectiveness of the Online Marketing plan.

1.1.3 Evaluation of Online Marketing activities:

1.1.3.4 Tools to evaluate the overall performance of Online Marketing

KPIs are a useful way for Marketers to set expectations and monitor performance. For many, the effectiveness of online marketing can be perceived as difficult to measure, but this is not the case. In fact, measuring progress for online campaigns is often easier than offline campaigns.

Traditionally, effective marketing can be viewed simply as increasing overall revenue or sales of a specific product. But in the digital world, there are many other metrics for measuring success – sales and revenue are obviously still really important, but engagement and brand visibility or improvements in social media following or organic search results are also signs of success.

HubSpot - All-in-one solution for digital marketing plans:

With a simple dashboard, businesses can see at a glance exactly how their website, social media channels, landing pages, and calls to action are performing. HubSpot also shows how many visits you’ve had and where those visitors are coming from, how you compare to your competitors, and how many inbound links you’ve received.