STATE BANK OF VIETNAM BANKING ACADEMY Foreign Language Faculty ---------- GRADUATION THESIS APPLY DIGITAL MARKETING TO ONLINE NEWSPAPER - VFPRESS.VN Lecturer : Tran Thi Xuan Anh (M.A) Student : Lai Thu Thao Class : K14-ATCA Student Code : 14A7510218 20th May 2015 Graduation Thesis Banking Academy DECLARATION I declare that this thesis is result of my research work which I developed alone. The work was done under the guidance of M.A Tran Thi Xuan Anh, at Banking Academy. All resources and literature which I used are quoted in the thesis properly, stating the full reference to the source. Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy ACKNOWLEDGEMENT My thesis cannot be completed without considerable support and encouragement from various people who are truly important to be acknowledged.
Foremost, I would like to express my sincere thanks to all the teachers in Banking Academy, who have provided me with invaluable knowledge during my time in university. My deepest gratitude sends to my advisor M.A Tran Thi Xuan Anh, for her guidance and valuable comments. My sincere thanks also go to my family and friends for their support and positive feedbacks throughout my course of study. And also my thanks go to those who will read this thesis until the very end.
I hope that the result of this study will be useful for those organizations interested in Digital Marketing. Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy TABLE OF CONTENTS DECLARATION. Aims of study. Scope of the study.
Data collection and analysis. Structure of the thesis. 6 CHAPTER 1: THEORETICAL FRAMEWORK OF DIGITAL MARKETING. Online Newspaper & Assessment Criteria.
Digital Marketing Methods. Advantages and Disadvantages of Digital Marketing. Apply Digital Marketing to Online newspaper. 21 CHAPTER 2: THE CURRENT SITUATION OF VIETNAM DIGITAL MARKETING AND VFPRESS.
The current situation of Vietnam Digital Marketing in recent years. The current situation at Online Newspaper VFPRESS. 26 Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy 2. Limitation and Causes.
33 CHAPTER 3: APPLY DIGITAL MARKETING TO ONLINE NEWSPAPER – VFPRESS. Social Media Marketing (Facebook Advertising):. Search Engine Optimization (SEO). 44 Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy LIST OF FIGURES Figure 1.1 Content metrics used by publishers.2 Online Activities Conducted in Vietnam.
Source: Cimigo NetCitizens, 2012 .3 The affiliate marketing model. Source: Chaffey et al.4 Objectives of the digital marketing plan.1 Attitudes Towards Online Advertising. Source: Cimigo NetCitizens, 2014 .2 Top 50 companies spending for digital marketing in Vietnam. Source: GSM Vietnam, 2014 .3 Sectors of online advertisement spending.
Source: GSM Vietnam, 2014 .4 Overview Statistics of VFPRESS. Source: Google Analytics, May 2015 .5 Traffic Overview in VFPRESS.VN – Number of Visits by Day. Source: Google Analytics, Mar 13th – May 13th 2015 .6 Bounce Rate for All Visitors in VFPRESS. Source: Google Analytics, May 2015 .7 Share of Traffic Sources in VFPRESS.
Source: Google Analytics, May 2015.8 Top 5 Keywords from Search Engine. Source: Alexa, May 2015 .VN Entry Place & Users’ Education, Source: Alexa, May 2015. 33 Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy LIST OF TABLES Table 1.1 Digital Marketing Strategies for Building an Online Newspaper Website .1 Top 10 Traffic Sources in VFPRESS. Source: Google Analytics, May 2015 .2 Top 10 Referring Sites to VFPRESS.
Source: Google Analytics, May 2015 .3 VFPRESS Target Audience .1 Marketing Plan Summary. 40 Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy LIST OF PICTURES Picture 1.1 Pie chart showing breakdown of new vs. Source: Google Analytics .2 Google Keyword Search Result Page.3 Different Forms of Online PR.4 Link Building Illustration.5 Interactive Advertising Illustration.VN Interface and Ranking. Source: Alexa, May 2015 .2 Facebook Fanpage of VFPRESS.1 Search result of “dien dan tai chinh”.
38 Lai Thu Thao – K14 ATCA Graduation Thesis Banking Academy INTRODUCTION 1. Research Rationale In the business world, effective marketing plan is an important guideline for any company, regardless of how small or big the business scale is, to stay focused on their goals. Moreover, the marketing plan gives a common direction to all staff in the company. Therefore, formulating a marketing plan prior to utilizing any marketing actions is substantial and necessary.
However, producing a marketing plan requires comprehensive knowledge of marketing. Today, according to Internet World Stats (2014), people over the world using the internet have increased from year 2011 approximately 45.8%, the internet has really penetrated deep into the society, irrespective of age, color, ethnicity. Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. However, how to apply Internet marketing especially how to utilize it to attract more visitors to a certain website is still a big question for a number of advertisers.8 million internet users in Vietnam, accounting for 44.1% of the population (according to the statistical data of Moore Corp, 2014), time spending in using the Internet to read news, search for information or entertainment goes up to 310 minutes/day, quadruples the TV’s (Statistics of We are social, 2014).
The Internet has become an indispensable channel of communication in the current marketing campaign. For those reasons, this thesis, with the title “APPLY DIGITAL MARKETING TO ONLINE NEWSPAPER VFPRESS.VN”, covers general know- how of digital marketing planning, and presents a well-thought, functional online marketing plan for the newspaper VFPRESS. Despite the ideas generated within the company, none of the management members has the experience for Internet marketing. This situation creates a need for Lai Thu Thao 1 K14 ATCA Graduation Thesis Banking Academy a business-oriented student with a technical background to carry out the project since the implementation has equal importance to planning in this particular case.
Knowledge of IT, business management, economics and marketing lead me to the subject of this thesis. In the late 2013, I started to work as a Marketing Executive for VFPRESS.VN and gathered a lot of valuable experience. As this was my first job in marketing, it was the time when knowledge gained from books was tested and compared to the reality. There are many articles, books and people giving presentations about online marketing, social media and other new areas of marketing, but the enormous number of these materials creates a huge clutter.
I choose to write a thesis where I will use my working experience combined with the theoretical knowledge to create a set of best practices how to approach social media and content marketing. I found it really difficult for some startup projects to understand the usage of social media for the right and profitable purpose not just because everyone is doing it. My vision of this thesis is to help companies and individual entrepreneurs to understand the potential of digital marketing and find the way to use them effectively. To accomplish this goal, analysis of various tactics, techniques and tools supported by customer activities theory is needed.
Aims of Study The Internet has been becoming a crucial part of successful business stories in this modern technology era. Many companies have already created competitive advantages by using this technology. Besides many successful companies or websites, still certain numbers of them fail. What are the reasons? There are many reasons for these failures.
A typical explanation for this is: they have failed to drive traffics or in other words to attract customers to their websites. Unlike traditional marketing, Internet marketing has its own unique Lai Thu Thao 2 K14 ATCA Graduation Thesis Banking Academy activities called acquisition process to get visitors to a site. In this study, the researcher concentrate on exploring this process of Internet marketing, in which, different activities like SEO, Link building, and website Google Analytics are presented in details to help readers to have a closer look and better understandings of how Internet marketing activities work to attract customers. This research focuses on three main objectives as follows: Identify target users of VFPRESS.
Understand the purpose and behavior of VFPRESS online users. Propose recommendations about digital marketing strategy for VFPRESS from 2015 - 2017. Research Questions In this thesis, the writer designs the following set of questions which are aimed to explore the basic knowledge of Internet Marketing, companies’ and consumers’ perspectives in pursuing it, and especially to figure out how effective the Internet marketing activities are in the process of acquiring new visitors to a website. - What is Digital Marketing? - How does Digital Marketing affect Online Newspaper? - Who is targeting online users of VFPRESS? - What is the purpose and behavior of VFPRESS online users? - What should VFPRESS do when executing Digital Marketing? 4.
Scope of the Study In this research, there are 03 scopes as follows: Lai Thu Thao 3 K14 ATCA Graduation Thesis Banking Academy Research objective: Digital marketing for raising traffics of Vfpress.vn Research location: VFPRESS Ltd., 8C Ton That Thuyet Str. Research Time: - Data was collected from 2011 – 2015. - Digital marketing plan is researched for the period from 2015 to 2017. Research Methodology Qualitative research method with deductive approach is used in this thesis.
The research data are collected from difference sources. The empirical part, which is the actual marketing plan, uses information from observations and discussions, while the theoretical part provides the readers with simple, fundamental knowledge and understanding of digital marketing planning, which are gathered from books, e- resources, journals, articles, reports, literature. The empirical part is built based on the theoretical part. Research Process The process of study of this thesis could be illustrated as below: Lai Thu Thao 4 K14 ATCA Graduation Thesis Banking Academy Collecting primary and secondary data: report, magazines, etc.
External environment analysis Marketing Digital In-depth objectives at marketing for interview with VFPRESS: VFPRESS from leaders of vision, mission, 2014-2017 VFPRESS objectives VFPRESS internal environment analysis VFPRESS’s user opinion, behavior surveys 5. Data Collection and Analysis Primary data have been collected by the researcher and gathered from in-depth interviews and survey. In-depth interview: face-to-face interview with 2 leaders in VFPRESS in order to understand the goal of website in the future. Questionnaires to 100 users of website: To identify their online behavior such as which site, time online, online purpose, etc; analyze users’ behavior toward digital marketing channels; and have orientation to build a digital marketing strategy for VFPRESS.
Secondary data: In the theoretical part, company’s reports, company profiles, Google Analytics, Alexa, books, e-resources, journals, articles, reports, literature are sources to gather the secondary data. Collected secondary data Lai Thu Thao 5 K14 ATCA Graduation Thesis Banking Academy provides a relatively comprehensive theoretical framework about digital marketing as well as the norm and necessary factors to build a digital marketing strategy for any company. Data Analysis: with all the collected data, the author used graphs, charts, tabulation, textual, write-up for analyzing. Structure of Thesis This thesis is carried out to explore the process of Internet marketing, which is divided into two parts.
The first part is about the theory or principles of Internet marketing which are gathered from books, research papers and articles. The authors focuses on the basic definition of Internet marketing, how the Internet interacts with the marketing mix model, companies’ and consumers’ perspectives in pursuing Internet marketing, as well as Internet marketing acquisition activities. The second one is about the situation of VFPRESS as well as other online newspaper today. The practice is placed in the third part.
Due to the limit of financial resources, only some of acquisition activities are applied to reveal how effective they are in order to attract more website visitors. However, the thesis still cover all main issues of other activities in acquisition process to provide a common basic knowledge of them to readers. Lai Thu Thao 6 K14 ATCA Graduation Thesis Banking Academy CHAPTER 1: THEORETICAL FRAMEWORK OF DIGITAL MARKETING 1.