Tổng hợp các lợi ích của Online/Digital Marketing đối với một doanh nghiệp

Mình làm online cũng đã khá lâu, đương nhiên đây là câu hỏi hay được (hoặc là bị :D) hỏi nhất. Thế nên quyết định làm một bài tổng hợp lại kiến thức (cơ bản) này để mọi người tham khảo. Xin được nói rõ các phần trình bày ở dưới được copy từ trên mạng, mình chỉ dựa vào kinh nghiệm để tổng hợp và edit lại những gì mình thấy cô đọng nhất mà thôi.

Marketing Online Benefit #1:  Customer Relationship Building: 

Companies can interact with customers to learn more about their needs.

Marketing Online Benefit #2:  Reduce Costs & Increase Efficiency:

Avoid the expense of maintaining a physical store, costs of rent, insurance, and utilities. Digital catalogs cost less to produce than printing and mailing paper catalogs.

Staffing costs: Fewer staff are needed online then in the high street thus reducing costs.
Premises: The company will not need retail outlet just a centralised office and possibly warehouse space, saving on potential retail costs.
Disintermediation: The channel of distribution is shorter online as the consumer has the opportunity to buy directly like with Dell. As one of the intermediaries is cut out this process is known as disintermediation.
Financial management: As consumers pay for the product before it is dispatched, this improves the cash flow for the company, making sure for the firm that they can pay their suppliers and other costs on time.

Marketing Online Benefit #3Data collection

Everytime a customer transacts with the company online, that transaction is captured. The firm can use this data in a number of ways. Firstly information can be analysed to find out most popular products/services sold. Secondly the data can be used to assist in segmenting their customers, profiling them and sending customers promotional material based on past buying habits.

There has been much controversy over the amount of information that is being collected online by various companies in particular social networking sites and whether customers should be able to opt out of that information being shared to third party users.

Marketing Online Benefit #4: Competitor analysis

The internet allows businesses to analyse their competitor’s online strategy. A firm can keep abreast of new products that are released, react to price changes, or use the internet to discover secondary data on their competitors. The internet allows a firm to react quickly to a change in their competitors strategy, and try to provide a service that allows them to match or beat their competitors.

 

Nhân tin nhc li luôn các li đim ca online marketing so vi các kênh marketing khác:

Marketing Online Adv #1 – You can make changes on the fly.

One benefit of marketing online versus offline marketing such as placing traditional advertisements in magazines, newspapers or on television is that you can change them on the fly. By monitoring and tracking how your advertisements and marketing efforts are doing you can make the decision to change a graphic or wording and do it without any problems. This is not the case with traditional marketing and advertising.
Marketing Online Adv #2 – You can track real-time results.

Marketing online allows you to track real-time results using online analytics to make a determination on how your marketing campaign is performing. There are ways to track traditional marketing efforts, but most the time it cannot be done in real-time. This can mean success or failure to your campaign.
Marketing Online Adv#3 – You can target specific demographics in your advertising. 

Marketing online allows you to target specific demographics such as gender, age and location. You can even target specific income levels, education levels and occupation. You can do this in traditional marketing, but it’s not as easy and is often a guessing game.
Marketing Online Adv #4 – Variety of methods in marketing online including email, audio, video, blog, social media and newsletters.

There are so many options when marketing online. You can use audio, video, blogging, email, social media and ongoing newsletters. If you were to do the same thing in traditional marketing you would need to select several media outlets to cover your bases, not so when it comes to marketing online.

Marketing Online Adv #5 – Instant Conversion Ability

When you market online you have the ability to convert a customer instantaneously. This is not the case when evaluating marketing options in traditional media such as magazine ads, newspapers or television. When you are marketing online you cannot only capture a potential customer’s information, but you can capture a sale instantaneously by a few clicks of a mouse, when it comes to offline marketing it takes more time to convert a customer into a sale not to mention the person power it often requires.

 

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13 Ways to Monitor Your Brand on Social Media: Do You Know What Is Being Said About Your Company Online?

Written by Jeff Bullas

I recently wrote a post about 28 Reasons Why The CEO Is Afraid Of Social Media and I received a lot of comments from people about how they often heard some of these reasons, either as internal advocates of Social Media or as external consultants.

They said they came up against CEO’s and management that were afraid of the conversations they might hear on social media and the  many reasons why they as a company and brand shouldn’t be and won’t be participating. A few of these excuses were.

  • It could damage the company’s reputation
  • We will lose control of our brand and image
  • They are terrified of feedback and truth

So to help you with monitoring your brand online I came across this post by Marketing Profs.com  which lists a few Social Media ”Listening Tools” that are a good introduction to the social media monitoring universe.

13 Essential Social-Media ‘Listening Tools’

Are you listening? If you have customers, chances are they’re talking about you to their friends, to their coworkers, and to anyone else who will listen.

Here are some of the top tools for listening to and monitoring the online chatter about your brand:

Free Apps

1. Google Alerts Google Alerts is the steady rock in the sometimes white-water world of monitoring. You can easily target keywords that are important to your brand and receive streaming or batched reports…. I use this regularly to find out the latest noise on a topic or brand

2. Technorati  Billing itself as “the leading blog search engine,” Technorati has been helping bloggers and those with their fingers on the blog pulse stay informed for years.

3. Jodange Tracking your brand or a product is one thing, but turning that tracking into a measure of consumer sentiment about your brand or product is something completely different. For that, Jodange has TOM (Top of Mind), which tracks consumer sentiment about your brand or product across the Web.

4. Trendrr Want to know how your brand or product is trending compared with others? Trendrr uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality.

5. Lexicon What are people talking about on Facebook? Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms.

6. Monitter  everyone is talking about Twitter, but what are people talking about on Twitter? Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere.

7. Tweetburner In the world of Twitter, URL shortening is the Obi-Wan (it’s your only hope) for effectively connecting with the public. Tweetburner also lets you track the clicks on those magically shortened links, giving you some hard numbers.

8. Twendz Public relations shop Waggener Edstrom recently launched its Twitter-monitoring tool, Twendz. The tool piggybacks off Twitter Search to monitor and provide user sentiment for the real-time Twitterstream—70 tweets at a time.

Paid Apps

9. TruCast TruCast by Visible Technologies provides in-depth, keyword-based monitoring of the social Web with an emphasis on blogs and forums. Its dashboard applications provide visual representations of sentiment and trends for your brands online.

10. Radian6 Radian6 pulls information from the social Web, and analyzes and provides consumer sentiment ratings for your brand

11. Cision When Radian 6 is paired with Cisionpoint from Cision, Radian 6′s dashboard can provide a wealth of information

12. Techrigy Techrigy’s SM2 is a social-media monitoring and analysis solution for PR and marketing folks. With a focus on complete analysis and comparison, the SM2 experience draws information from all major social-media channels.

13. Collective Intellect  Collective Intellect (CI) is a real-time intelligence platform, based on advanced artificial intelligence. Its solution provides automatic categorization of conversations based on CI’s proprietary filtering technology. According to CI, its technologies provide credible groupings and reduce the “noise” seen in other keyword-based searches.

Listening and making sense of how your brand lives on the Web is only part of the equation. How you use that information to interact with the public is the next step.

Read more at http://www.jeffbullas.com/2009/09/06/13-ways-to-monitor-conversations-about-your-brand-on-social-media-do-you-know-what-is-being-said-about-your-company-online/#sjROgVgSH2LT6hvL.99

9 Facebook Marketing Tips From Top Experts

9 Facebook Marketing Tips From Top Experts

By 
Published August 21, 2012

Are you looking for creative ways to improve your Facebook marketing?

Facebook continues to be the social media platform of choice for many businesses.

So we spoke with top Facebook experts to find out the hottest marketing tips businesses need to know today.

#1: LEVERAGE VIDEOS MORE EFFECTIVELY ON FACEBOOK WITH OPEN GRAPH

Emeric Ernoult

My hottest tip is for those who sell products or services on their websites and have Like buttons attached to them: Share videos, not just still images!

Let me explain. When someone likes a product or service on your website, a story will be displayed on Facebook with a title, a description and an image.

A story will be displayed on Facebook with a title, description and image.

But if you have a video of this specific product or service, you can make the stories published a lot more appealing!

Imagine that every time someone likes a product, it will share a video showing that product in an attractive way or a demo of how to benefit from it—or if it’s a service, an interview of a client saying how he benefited from your service. The possibilities are limitless.

In the example below, when you like a vacation club of this travel company, you will share a video tour of that club. A lot more appealing than a 150-pixel–wide image:

ou can make the stories published a lot more appealing with video.

It’s pretty easy to make this happen. Just add the following meta tags to your existing Facebook Open Graph meta data:

<meta property=”og:image” content=”image url” />
<meta property=”og:video” content=”video url” />
(if your video is on YouTube, the link should entered as follows: http://www.youtube.com/v/the-ID-of-your -video. The ID of your video appears in its original URL right after “watch?v=”)
<meta property=”og:video:type” content=”application/x-shockwave-flash” />
<meta property=”og:video:width” content=”width of your video” />
<meta property=”og:video:height” content=”height of your video” />

Emeric Ernoult, founder of AgoraPulse Facebook CRM Platform

#2: EXPERIMENT WITH POSTING OUTSIDE BUSINESS HOURS

Mari Smith

You have a fan page for your business, so it stands to reason you’ll want to publish your posts during business hours, right? That’s partially true. However, you may be missing out on reaching a huge portion of your fans by not posting outside business hours!

So experiment with posting during early morning periods (4 am-7 am ET), late evenings (10 pm-12 am ET) and on weekends. Thentrack what type of response you get. Don’t just try it one time and stop; mix it up each week. For example, let’s say you currently post on your fan page twice a day—make one post during business hours and the other post either early morning or late evening.

A recent study of 20 popular brands by Yesmail revealed that “campaigns deployed between 10 pm-12 am ET were an engagement goldmine. Based on volume, however, this timeslot was the least utilized for deployment.” And, “The most popular time of day to deploy campaigns was between 11 am-1 pm ET, while paradoxically, this timeslot was in the bottom 30% in terms of engagement.”

Another study based on 200 fan pages by Buddy Media shows that “ engagement is highest at 4 am, 7 am, and 11 pm, but that brands post the most during business hours.”

By the way, be sure to keep an eye on the location of your fans in your Facebook Page Insights. This is critical to know in which global time zones most of your fans reside.

#3: FIND CREATIVE WAYS TO ADD MORE PHOTOS

Andrea Vahl

Visual marketing is winning.  Sharing photos is still the best way to get interaction.  Photos are more visible than sharing a link and take up more space in the newsfeed than any other type of post.

Think of different ways you can incorporate more photos.  If you are linking to a blog post, upload an image from the post as a photo and then share the link within the status update.

Upload an image from the post as a photo and then share the link within the status update.

If you have a quote, find a good royalty-free image and add the quote to it.

If you need something created to illustrate a particular point, find a good graphic artist to help you.  If you are sharing a large infographic, create a smaller picture of it, and then link to the entire post in the status update.

When people comment on or like photos, they can show up in the newsfeed of their friends and are more noticeable than a link or plain text status update.

If people share the photo, your Facebook page name travels with that photo even if a friend of a fan then shares it.  So your page is becoming more viral.  Try incorporating more photos into your posts for a week and measure your results!

Andrea Vahl, co-author of Facebook Marketing All-in-One for Dummies

#4: USE SPONSORED POSTS

Dave Kerpen

You want content from your page to reach your fans. However, because your content is competing not only with other businesses, but also with all of your fans’ friends, most of your content won’t likely be seen in your fans’ newsfeeds.

Only 16% of brand content organically reaches your fans on average.

Page Post ads allow you to have increased reach for content you want to ensure is seen by more people. For as little as $10, or as much as you’d like, you can reach a greater percentage of your fans through a Facebook ad. The content will show up in your fans’ newsfeeds as a Sponsored Post, and is an excellent way to get more impressions, likes and clicks!

We’ve used Sponsored Post ads successfully for dozens of clients and for our own Likeable Media page (see image below).

Sponsored Post ads are best for already-compelling content, such as videos, free whitepapers or webinar offers, or special deals. Plus, you can test Sponsored Post ads at really small budgets with little risk and then scale up based on your success.

Page Post ads are best for already-compelling content.

Dave Kerpen, author of Likeable Social Media

#5: INVOLVE YOUR FANS IN PRODUCT DECISIONS

PJ Jonas

It’s always great to have a big response when rolling out a new product.  Whether that product is an information product or a physical product, involve your fans in designing an element of it.

As close to the product launch as possible, ask your fans for their input.  Create a sense of urgency by sharing that you are making a final decision shortly and need their input now.  If appropriate, include photos of the possible choices.

When you launch the product, thank them for their input and share what you decided on.

Recently we wanted to highlight and sell a bunch of soy candles.  I asked on Facebook what scents our customers wanted me to make that day and got 72 responses.

Ask your customers what they want.

We made most of what was asked for and later that day, we posted a photo of the candles.

Share pictures of your product.

Our post stated that they were available on the website, and we sold a majority of the candles within an hour.  By getting your customers’ input into the products you offer, they feel a sense of ownership and are more likely to purchase and share your product with others.

PJ Jonasowner of Goat Milk Stuff, podcaster

#6: UTILIZE THE NEW SCHEDULING TOOL

Ben Pickering

Facebook allows page admins to schedule a post to be published at a later time. This type of functionality has previously been available through third-party publishing platforms, but is now accessible to everyone in the native Facebook environment.

Given the continuing unresolved reports that posts scheduled via third parties sometimes receive lower exposure in the newsfeed, there may be reasons to consider using this tool.

Using the scheduling tool can help ensure your messages are delivered at the optimal time to reach your audience, especially when used in conjunction with the location targeting feature.

Aside from not having to log in to post something at a specific time, you can save time by mapping out your communications plan and scheduling multiple messages in advance.

It’s important that not all communication be premeditated in order to remain timely and genuine, but many messages are appropriate for advance scheduling. And don’t forget to consider promoting your post to gain even greater reach!

Using the scheduling tool can help ensure your messages are delivered at the optimal time.

Ben Pickering, CEO of Strutta, a leading platform for social promotions and a Facebook Preferred Marketing Developer

#7: USE CONTESTS TO GET MORE FANS

Jim Belosic

Every day our users ask us the same question: “How do I get more fans?” Unfortunately, my answer is pretty boring: “It depends.” There are tons of ways to market your Facebook page and some are better than others. It really depends on your audience and your style of managing the page.

However, one method that I’ve seen work across the board is Facebook contests.

Contests have three main benefits: Getting existing fans to join the conversation, encouraging their friends to join in too and collect information from your fans, such as an email address. That information can be useful for bringing your marketing efforts outside of Facebook—with fans’ permission, of course.

Facebook contests are an effective way to market your Facebook page and there are many third-party apps out there that make it really simple and most importantly, compliant with Facebook’s Promotion Guidelines. Best of all, there is a contest app that will fit your budget. Prices for contest apps range from free to five figures a month.

It’s important to remember that not every Facebook contest is the same. Businesses have to test out different types of contests such as photo or video contests and see which resonates with their audience.

Marketing on Facebook is a trial-and-error process and an ever-changing challenge. Understanding your target audience and offering up incentives for existing fans to continue to check in with your business and new fans to follow your business are key to lasting success.

Jim Belosic, CEO of ShortStack, a custom Facebook apps design platform that helps businesses maximize their social media presence and potential

#8: GET ACTIVE ON YOUR PERSONAL PROFILE

John Haydon

Facebook is a friendly network where people connect with people. If you’re not using Facebook for your personal profile, you’ll never really understand user motivations.

It’s like learning to speak French only from a book and then actually visiting France. Those who live there will be able to tell you’re a foreigner in a matter of seconds. You won’t get their jokes, expressions, body language or any other unique characteristics of their local culture.

The same is true for Facebook. You can read all of the various books on Facebook marketing, but eventually you have to become part of the native culture in order to truly understand the language.

Are you interacting as a person with other people? Image: iStockphoto

John Haydon, co-author of Facebook Marketing for Dummies

#9: ALLOCATE THE RESOURCES NEEDED

Mark Schaefer

Most businesses grossly underestimate the amount of work it takes to be successful on Facebook.

Your strategy should start with an honest answer to this question: “Do we have a company that consistently generates content that people will want to share and discuss—or could we become that company?”

Understanding the implications of this answer will help guide your Facebook presence.

Mark W. Schaefer, author of Return on Influence and The Tao of Twitter