Hello and Welcome everyone to my blog, my name is Vu Minh Anh, I am a student at RMIT University, you can call me Amee if you want.
This blog is intended as part of Digital Marketing, an elective course, which I am researching and studying at at RMIT Melbourne University. Accordingly, my blog posts will mainly introduce and share about some posts related to the knowledge of Media Marketing in the course.
This week is also a great week if you are interested in the science and technology of the world. Yes, this week’s topic will cover the Internet of Things (IoT) and Big Data, as well as their future applications.
First of all let’s find out the meaning of the phrase “Internet of Things”. According to Ranger, IoT refers to connecting billions of technology devices around the world using wireless chips, helping to create a network of utilities to collect, analyze and share data. As you all know, nowadays technology has almost taken over in this world, they are in the deep nooks and crannies of life around us. You can even become a “prehistoric man” overnight, after a new technology has been introduced. Currently, we know and apply more and more IoT (in medicine, housework, shopping, or even food) thanks to the advancement in data analysis and sensor applications.
In addition, this week’s lesson also mentions Big Data, which are considered oversized data sets of traditional software tools, which are tools for collecting, storing, analyzing and managing. the data. In other words, Big Data often goes hand in hand with the IoT.
To help you visualize how popular it is in your everyday life, I have a prime example that I want to share with you.
Have you ever imagined that when you order food to take place, there will be a car delivered to you with no driver on it? Whether or not, you will be surprised by the recent collaboration between Domino’s pizza and Nuro with the driverless car.
Specifically, just put the cake and take out the cake as usual. However, instead of having a wheelman, you will get the hand from a driverless vehicle. The driverless vehicle uses a 360ยฐ camera with lidar, short and long range radar, as well as an ultrasonic sensor chip. This new Nuro product incorporates comprehensive mapping and awareness, keeping the road free of any blind spots in the vehicle. In addition, data related to the billing history, frequency or buying address of customers are analyzed and recorded. Accordingly, this product of Nuro is considered to be quite suitable for the delivery and e-commerce industry when the world has been in a boom in the coronavirus epidemic, in need of human-to-human space.
It is undeniable that the convenience and growing popularity of IoT are in the present day. However, a dilemma arises for brands and businesses that customers love personalized things, but they are very concerned with infringing on their own privacy, and do how one business can accommodate both. The prime example of lax in personal privacy comes from the Facebook-Cambridge Analytica scandal.
Not to mention that in the development era of IoT in the future when science and technology develop, as a result, unemployment rate and human laziness will gradually increase.
Those are considered a problem that businesses and governments are still on the way to find answers.
Do you think the IoT can dominate the world in the future? What other interesting findings do you have about the application of the IoT?
Let me know by the comments below ๐๐ผ.
Thank you for your reading! ๐
Word of mouth marketing (WOM) – the term of the key trait that clearly defines social media marketing compared to other marketing strategies, is the customer’s communication about a reflection on a product or translation business services through viral media, blogging, or social media. In fact, word of mouth marketing can be viewed as free marketing through customer experience, and the effectiveness of this strategy can exceed those businesses’ expectations.
Speaking of which, perhaps some of you are still thinking that letting ideas go viral is only for chance and businesses can hardly inspire or turn their ideas into โviral trendsโ.
Initially, I had the same thought as above. However, after studying this week’s lesson, I knew that wasn’t really the case. Nowadays, there have been many theories about methods of describing the diffusion of ideas through social networks. Accordingly, there are three theories from Malcolm Gladwell, Jonah Berger, and Seth Godin, which are considered perfect theories in answering the question ” How can ideas spread? “.
Specifically, Malcolm Gladwell’s first theory is about using networks based on the network features that the author mentions, thereby encouraging people to spread the content and inspire from the brand.
For Jonah Berger and message traits, businesses can increase contagion and attract attention by researching and creating unique, attention-grabbing messages and ideas based on six different characteristics STEPPS in the theory of Jonah Berger.
Finally, from Seth Goldin’s theory about human characteristics, before thinking and deciding to create a viral idea for a business, businesses must know who their audience is; and those who have a brand interest.
All three theories above show its greatness for the spread of ideas, and even more perfect if an enterprise can combine and apply all three hypotheses. However, if you ask me which of them, which I find most interesting and effective, I will tell you that the network characteristics of Malcolm Gladwell is not a bad choice. WHY?
Before talking about the reason, we need to have a rough look at this theory. Using the Pareto Principle about 80/20, specifically that out of about 80% of the work done comes from about 20% of the participants, the author has classified into three types of participants, including:
Connectors – the person who spreads the message.
Mavens – the messenger.
Salesmen – who persuade customers.
Accordingly, the above classification will be the factor that helps Gladwell’s hypothesis become extremely effective for businesses, becoming the most perfect hypothesis for the spread of ideas through social networks.
Imagine that, using Berger’s hypothesis of STEPPS elements, the business successfully created unique, and engaging, messages. But how can you spread the content of a business message if this is a new business or a business which has low engagement and tracking?
In that case, the Malcolm Gladwell hypothesis is seen as a good tool to help businesses. Specifically, the connectors will help businesses spread the message content to users. The real-world example comes from the brand Glossy Pops, which conveys new ideas through the famous Youtuber, because she has a high following and is familiar with a large number of groups.
Source: Glossypops 2021
Conventional brands will have a target audience, however, it’s no surprise that their message idea doesn’t have enough elements to attract or influence all their target audiences. At times like these, mavens and salesmen are great suggestions for businesses, considered as trustworthy sources of information, they will drive the influence of the brand’s concept content on a large number of target customers.
In general, these two arguments are considered to be the reasons why I believe that Malcolm Gladwell’s theory is the best choice. In fact, as mentioned above, a smart business will know how to coordinate all three theories well, resulting in an effective and appropriate WOM strategy for the brand.
The above is my personal opinion, and you? Do you agree with this idea? Or do you have a different opinion and argument?
Please comment below and we will discuss it together!
xoxo.
This week’s topic is quite intriguing when it comes to the thing that is inseparable for most of us in today’s technology age – smart mobile phones. However, not to mention the necessity and its effects in todayโs modern times, but more importantly, have you ever wondered what factors businesses will adopt with this device in their marketing strategy? And how does that affect and change the marketing market to this day?
Letโs find out together.
Given the popularity of phones in this tech era, it’s no surprise that around 3.6 billion people worldwide have phones as part of their bodies and are projected to grow to 7.33 billion by year 2023. If it is mentioned that sales of businesses will improve thanks to smartphones about 10 years ago, it would be a mocking opinion, however, to the age of information technology nowadays, where consumers are mostly reliant on their smartphones to fulfill their needs, that is considered not a bad strategy – called mobile marketing.
Since the mobile social network has been adopted and became popular in the world, many brands have caught up and developed this strategy well. Accordingly, starting to have a lot of factors affecting the mobile social networking strategy market, most notably, time and space. Through Kaplan’s article along with four types of mobile social media applications based on the sensitivity of time and location, we see the importance of the two.
Do you wonder when you just landed in another country and some social networking sites on your phone appeared suggesting some hotels or shops in that place, how can they do it?
Yes, that’s a location-based mobile social networking strategy!
By applying the method of positioning properly, some brands have been very successful in the field. A specific example is Starbucks, a coffee company that has quite a few branches around the world, specifically, when you download Starbucks apps, the brand will identify the location where you are living and announce suggestions about enjoying a cup of coffee will pop up while you are near one of its branches.
Trust me, even if you are not planning on drinking coffee, you will have to consider it when you see that announcement. So the company has been successful already!
Or Airbnb is also seen as an example, by cleverly using the mobile locator tool, the business will help you find the right places to stay or play in the place where you travel.
โMobile marketing is unique, thanks to the fact that it reaches people in real time, from where they areโ
Marketo 2021
Aside from the location factor, time is considered equally important although it may not be shown externally.
For example, when we want to eat at a restaurant, the device needs to identify you in the time slot, and suggest you if the restaurant is open. Or if you want to book a table through an app, it must have a specific time, right? Even for delivery, when you order food on apps in that time slot multiple times, the brand will automatically notify you to continue ordering when the same time slot is reached.
In my opinion, a successful business’s mobile social application not only depends on these two factors, but it also depends on a lot of other factors. Honestly, building a good mobile application is also a challenge for businesses, they need to have a balance in applying the essentials to their strategy. Not to mention the uncertainties in the operation process when some customers become apprehensive about information of the harm to opening locations on the phone and being tracked.
And you? What would you like to add to the impact of time and location on mobile marketing? Or do you have any other comments on my blog post?
Feel free to comment below!
Thanks for reading my blog post. Hope you have a good day!
This week, continuing with Chaffey and Chadwick’s book on Digital Marketing, new aspects of the importance of digital continue to be discovered and analyzed. Specifically, we will dig deeper into the importance and development of Search Engine Marketing (SEM), with two common factors being Search Engine Optimisation (SEO) and Pay-Per-Click (PPC).
The article mainly provides information explaining the marketing strategy through search engines as well as the benefits and convenience it brings to individuals and businesses. For the main SEM technique most commonly seen as SEO, in addition to providing information about the specific effects of both, the McDonald’s article also guides the way and tips to help businesses succeed in the field.
However, due to the effects that Digital Marketing SEO has brought, controversy has arisen about whether this is a scientific tool or an art form. In today’s blog post, I will share with you guys about different views and my thoughts on this. If you are wondering about the above problem, then check out this blog post.
First, read the definition of science and see if SEO is a scientific factor. Most people and even I usually think that this great SEO strategy is a science. Why? There are many reasons why SEO is such a scientific factor.
The main reason for this is the research in the SEO development process. Have you ever thought that you can implement and develop an SEO strategy without a research phase? Of course not because this is a mandatory and key stage determining the success of the strategy, according to the McDonald’s article, you need to research your website, your audience or even common keywords.
“SEO without research is like a bird with its wings broken”
The second equally important factor that makes SEO a science is due to the long process of analyzing and statistics the situation and numbers of the web. Success with the right search engine for your audience is not done, you need to keep an eye on the metrics and fix the mistakes and inconveniences of your website. Also, need to update social trends if you want it to develop in the long term. Doing this will probably consume a portion of your brainpower.
On the other hand, according to Mazlow’s hierarchy, in addition to focusing on information research, SEO is also a strategy that makes businesses focus on artistic factors such as design strategy, content and building links. More specifically, creating an SEO, in order to receive the “clicks” of the visitors, you need to take care of the design of the website, you need to have the concise title, or have to design the URL so that there are no errors or system crashes. These requirements have contributed to SEO strategy to be seen as part of the art.
In general, everyone has their own arguments, but it wouldn’t be a bad idea if SEO is a perfect combination of science and art. The society is developing more and more modern day and with a sophisticated SEO combination, you will have a higher success rate than your competition.
Here’s my opinion, how about you? Are you inclined to “science” or “artistry” or both?
Let me know in the comments below!
This week is seen as a consulting week with useful knowledge and interesting information from the book “Digital marketing: Strategy, Implementation & Practice” by Chaffy and Ellis-Chadwick. Overall, the book offers not only the obvious benefits of digital marketing, but especially what you should do if you want a better digital marketing strategy for a company, or moreover, if you want to form a digital model of your own.
To get started with your own idea of your digital marketing strategy, you will of course need to plan and go from preliminary to specific. And what if you are not sure how to start writing a digital marketing strategy plan? This blog post is for you.
There’s a good thing I’ve just learned and I want you guys to keep this in mind:
“A successful strategic idea is the strategic idea with the customer in mind”
Sarah (2010)
Sarah Cook’s book on the benefits of listening to the client’s mind has given me a deeper insight into this. Specifically, for the business where you will devise a digital promotion strategy, try to think of yourself as a customer. How would you like that business to add value to your life? Or just simply like what strategy content will attract you?
2. Start thinking of the right media to reach out and communicate with your target audience. Information on the types of online communication tools provided in Chaffy and Smith’s articles is considered to be a good suggestion for you.
For example, if your customers are young people who are adaptable and have access to the modern world and technology, then social media marketing is a good choice of businesses for this customer segmentation.
3. After you have identified the media that you want to use to transmit the information and communicate with customers, what you need to be concerned about right now is that your competitors are using that same channel of communication with you, and you need to be able to compete with them. You need to position and differentiate you from your competitors and be able to take advantage of them.
4. This is an important step when you will rely on the information you have planned above, information about your target audience, the media or the positive difference of the business. Think about and create the best tactics for this plan to achieve the goal you want. It could be the “influencer” strategy, web and mail advertising, or collaborating via virtual game like I have mentioned in my first week’s blog post.
5. This final step is only for you if you are the one who intends to create your own business or brand. One of the best pieces of advice is to find yourself a mentor as they are professional representatives and will help you and your plan through exciting new ideas and sincere feedback.
One very important final note is to find a way to implement your plan in a SMART model, this will help your plan become more organized, understandable and specific.
Well, this is my knowledge and opinion on how to write a digital marketing strategy plan, I hope it will help provide the necessary information to those who need it.
And you? What do you think about my blog post today? What do you need to add or ameliorate? Please comment below to let me know!
Have a nice day ๐ค
Marketing through social networks is considered quite popular today when a large number of consumers use social media as an indispensable part of daily life. The research of “The Yellow Social Media Report 2020” (2020) surprised me with the number of about 56% of the people in Australia using social networks more than ten times daily. But how do businesses know the right marketing media move they take? And how do they better understand the customer goals of your business products?
Let me explore this week’s blog topic that discusses identifying and applying different types of social media usage patterns of customers based on a marketing management magazine article researched by Hodis and colleagues.
Taking the example of a particular social network is Facebook, in general, the article has provided me with some interesting research and positive results with four main network usage segments and the benefit of the study identified in detail.
And of course, the nature of research breaks down the four main types of purpose-based usage models that help businesses capture the target audience and create the right communication strategy for them. More specifically, companies need to clearly define the customer model they are targeting, based on which, research and develop the best communication strategy and content for customers. In this way, the engagement of a firm can not only achieve the desired interaction, but the number can be viewed as higher, resulting in positive revenue.
While the findings of Hodis et al. (2015) and Yellow’s numbers only surprised me, my finding of the implications of consumer segmentation strategies for some models also make me feel really surprised and extremely interested in.
The most special one is the Influencer Marketing Strategy, which makes me extremely excited as both a client and a business. Only with a number about 11% of people using social networks to interact and review brands on customer service, the Influencer strategy was conceived and developed beyond expectations. To me, this is a strategy that drastically hits customer sentiment when viewed as a subset of OCRs, even though this strategy has only been explored recently.
Influencers are defined as those who have a certain influence on a customer’s decision to buy or participate because they often have a certain reputation in society. There are many types of influencers today, however, I personally see two popular types today are Celebrity influencer and Social media influencer.
The Influencer Strategy is really seen as one of the most powerful marketing strategies to date.
In addition, for the segment used for the purpose of connecting and communicating with people, the Online Communities strategy has partly met the requirements. However, along with the Influencer strategy, both of these strategies require careful customer evaluation and consideration. Why? What if the “Influencers” want too much profit and dishonest reviews? or What if members of Online Communities websites are not carefully selected?
Of course, nothing is perfect, each strategy will have its own strengths and weaknesses. Also, I believe that a smart business will always anticipate necessary problems and find the best solution when implementing a strategy.
Anyways, if you are also a fan of the “influencers” strategy like me or you are a fan of some other interesting strategies, please let me know through your comments below๐๐ผ.
Wish you have a lovely day!๐
In this first week’s lesson, through the reading “Users of the world, unite!”, I had the opportunity to gather attractive and thoughtful information that will be helpful for me in the future. The paper provides a social media classification, the process by which social networks become important to the success of a business, as well as some of the undesirable harm it can bring to the business. Following are ten helpful tips for companies intending to use social media as a revenue growth tool.
The extremely detailed article analyzes interesting information about the values โโcreated through social media around the world not only for businesses but especially for customers. Some benefits are seen as nothing new to me, but there is also some information that surprised me and amused me.
Information about the value of the social network Virtual World made me curious because this is the first time I know the benefits of it for customers as well as the company. Specifically, in this second world, people can design furniture and clothes, in order to exchange goods with each other through a medium known as virtual currency (Kaplan & Haenlein 2010).
For example, Virtual World can also allow companies to advertise their products in the form of graphics, which will cause customers to receive product brands into the market and increase sales. Meanwhile, through this social environment, customers have the opportunity to experience some of the company’s products in the most realistic way before considering using it in real life. However, I also wonder if customers can really experience the quality of the product through this “Virtual World”, or if they can only experience it through the images.
In addition, the most common way to help customers and businesses interact quickly and conveniently is through live social networking sites. Through the official fanpage, customers can receive information about products or promotions in the fastest and most convenient way.
Accordingly, they can easily comment on their own opinion as well as review the opinions of other customers. Moreover, the page’s 24/7 inbox reception mode helps employees answer questions about products and orders quickly to customers.
However, referring to the issue of consultation as well as comments from other customers on social networks, I myself have thought of another challenge to this issue. What if the comments only come from fake accounts that were created just to enhance the company’s fake reputation or to defame the company? If that is true, how should customers make their own decisions right?
According to Smith and Colgate (2007), there are four types of value that customers can receive from social media, among them the freedom to express themselves and their perceptions through other customer comments.
However, customers need to thoroughly research and give fair consideration to social media reviews (Zheng, Youn & Kincaid 2009).
Me Myself and Digital Marketing