ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 24. Digital Marketing

Submission date 30/08/2021 Date Received 1st submission 30/08/2021

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Cao Phuong Linh – GBH190801 Linh

Group number: 2. Phan Thi Thao Dung - GBH190236 Dung

3. Pham Nhu Quynh - GBH18791 Quynh

4. Nguyen Ngoc Long - GDH190072 Long

5. Bui Quoc Huu - GBH18684 Huu

Class GBH0809 Assessor name Nguyen Phuong Tu

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P5 P6 P7 P8 M3 M4 D2

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 OBSERVATION RECORD
Student 1 Cao Phuong Linh

Description of activity undertaken

• Omni-channel strategy

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Linh Date: 30/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 2 Phan Thi Thao Dung

Description of activity undertaken

• Objectives
• Implementation plan

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Dung Date: 30/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 3 Pham Nhu Quynh

Description of activity undertaken

• Excutive summary
• Target Segments and OVP (Online value proposition)

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Quynh Date: 30/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 4 Nguyen Ngoc Long

Description of activity undertaken

• Measurement & evaluation

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Long Date: 30/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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Student 5 Bui Quoc Huu

Description of activity undertaken

• Channels strategy

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Huu Date: 30/08/2021

signature:

Assessor Date:
signature:

Assessor
name:

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 
Summative Feedback: Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

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 EXCUTIVE SUMMARY

Digital Marketing is simply understood as promotional activities for products/brands to influence

customer perception and stimulate their purchasing behavior (Asia Digital Marketing Association,
2021). Digital Marketing emphasizes 3 factors: using digital media, reaching customers in a digital
environment and interacting with customers.

This report is purposefully written with the aim of setting new goals for Coolmate's digital
marketing plan in 2022. Digital marketing implementation plan, adopting Omni-channel strategy,
evaluating Pricing and control, as well as budgeting are key parts of the report. Despite facing
challenges and competitors in the Vietnamese fashion market, Coolmate's digital marketing goals
for 2022 will be mentioned first and listed in the Objectives section. The digital marketing channel
diversification strategy and the reasons for it are discussed in detail in the next section. From
there, build an Omni-channel strategy to meet the Customer journey map. The next section of the
report is about the company's strategies with uptime, departments and costs specific to each
activity. Last but not least in the field of measurement and evaluation, including the performance
appraisal process, metrics and techniques in digital marketing. Along with that is the management
plan and the process of measuring the stages of the campaign.

Total words: 8338

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 Table of Contents

EXCUTIVE SUMMARY..................................................................................................................................8
INTRODUCTION........................................................................................................................................10
I. OBJECTIVES.......................................................................................................................................10
II. DIGITAL STRATEGY............................................................................................................................11
1. Target segments............................................................................................................................11
2. OVP ( Online value proposition)....................................................................................................12
3. Channels strategy..........................................................................................................................13
4. Omni channel strategy...................................................................................................................18
III. IMPLEMENTATION PLAN...............................................................................................................20
IV. MEASUREMENT & EVALUATION....................................................................................................25
1. Metrics:.........................................................................................................................................25
2. Tools and techniques.....................................................................................................................27
3. Pros and Cons of each metrics and tools........................................................................................33
4. Measurement management Process and Planning........................................................................34
CONCLUSION............................................................................................................................................38
REFERENCES..............................................................................................................................................39

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INTRODUCTION

With the context, our team are working for Coolmate company, which is a Fashion Company in
Vietnam. To improve competitive advantages and catch up on the current market trend, our
company has decided to develop a digital marketing plan from 1/10/2021 to 1/6/2022 for the
firm in order to improve its business performance.

In this assignment, our group will provide assessments and analysis, which include:

• Determine how to organize digital marketing activities and build omni-channel capabilities
in Coolmate company
• Evaluate methods of monitoring and measuring digital marketing effectively

I. OBJECTIVES

Based on Coolmate's business results in 2020, Coolmate continues to set new goals for the brand
promotion plan to 2022. Faced with challenges and competition of the fashion industry in
Vietnam, Coolmate sets a target and strategy both start and focus on the company's product. The
following MKT objectives are expected to contribute to the company's overall goals. Here are
some goals set for Coolmate's MKT digital campaign in 2022:

1. Get 300 thousand new online customers in 2022 with a profit of 5 billion VND.

2. Return on Investment (ROI) spent on mobile ads and application ads obtained
reach greater than 1,75.

3. Retain 65% of returning customers every 3 months

4. Improve virtual assistants across platforms to resolve customer inquiries and

increase customer satisfaction when shopping online

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5. Increase social media platform engagement to drive customer attraction, for each ad
post 20% increase in customer engagement and 35% in customer attraction based on
bounce rate

6. Increase brand awareness by 20% for male customers by 2022

7. Gain more insights into the customer behavior profiles for different segments of new
customers

8. Attract more 5000 new customers to visit the advertising websites of the business.

9. Target minimum cost of acquisition (CPA) and reach at 1 billion VND

10. Targeted visitor conversion rate at 29%

11. Targeted buyer conversion rate at 17,5%

12. Targeted order conversion rate at 12,5%

13. Targeted attrition rate at less than 5% of total customer in the mean time by 2022

14. Have a return rate for surveys and enquiries for feedback answered after buying reach
35% of total order

15. Coolmate’s product reach top 5 products on search engine visibility

16. E-mail marketing reach 25% of return on visits, 20% on buying and 15% on order.

17. Targeted service contact for the whole brand rated at four and a half star

II. DIGITAL STRATEGY

1. Target segments

Based on the analysis of customer behavior, needs and personas on each individual description in
the previous report, our team has located the following two target customer groups.

Target segment 1: men between the ages of 17 and 23

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Men between the ages of 17 and 23 are the young adulthood. A small part is that these young
people are independent, have worked and are able to pay for their own shopping needs. The rest
of the men mainly use the money of their caregivers to pay for their own shopping needs. The
common point of this group of customers is that they are more interested in designs, updated
with trends and branded products. This group of customers spends more than 7 hours a day on
social networking sites such as Facebook, Instagram, Tiktok, etc. and moblie games. According to
previous reports, this group of customers pay about 500,000 VND - 2,000,000 VND for a single
purchase. .

Target segment 2: men aged 23 - 35

The second segment of Coolmate is men between the ages of 25 and 35, with jobs, with average
income. Accordingly, the average income per person per month of Vietnam in 2020 at current
prices will reach about 4.2 million VND. People living in urban areas have three times higher
incomes than rural areas (Luu, 2021). In addition, this group of customers are more interested in
the price and durability of the product, preferring simple products, cool materials, and affordable
prices. These customers often approach the brand through e-WOM, TV channels, moblie games or
through famous social networking sites such as Facebook or through online newspapers such as
BAOMOI, DANTRI, etc. Accordingly, office workers have a lot of time and opportunities to surf the
web and interact with digital channels, this group of customers often spend 3-5 hours a day surfing
the web. In addition, the amount that they spend on 1 purchase is less than target segment 1,
from 500,000 to 1,000,000 VND.

Thanks to their accessibility, office workers and young people have become great customers of
Coolmate. They sometimes keep up with the latest trends by spending a lot of time online
updating and capturing new information as quickly as possible. So it's no surprise that today's
younger generation loves to shop on the internet, 50% of online shoppers are aged 25-34. Then
there are people between the ages of 18-24 (28%). Less than 10% of the population is over the age
of 35. (Linh, 2019)

2. OVP (Online value proposition)

Through targeted segmentation and customer analysis, our team came up with a "convenience
solution for men's wardrobes" with a more convenient, more economical model and in-product

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simplicity, exquisite as an online value proposition for Coolmate products. Convenience solutions
mean ease of shopping (just clicks) and convenience of shopping for men's essentials (including T-
shirt, shorts, briefs, socks).

3. Channels strategy

Our team has selected several strategic channels including online and offline channels for the
upcoming period of Coolmate to improve brand awareness and increase customer's consumption
experience.

When it comes to offline channel, small businesses often decide to open a brick-and-mortar
location in high-traffic locations. However, during Covid-19, the pop-up store has small wins for
commercial space and temporary space, mobility for customers and businesses. Therefore, our
team will choose the strategy of opening an experience POP-UP Store before opening the official
store if any in the near future.

According to the book "How to make your Pop-up shop a success" by Arielle Crane, she points out
4 benefits of building a POP-UP store. According to her, pop-up stores are also a desirable offline
sales strategy because they can be high-impact while at the same time cost-effective. The truth is
that today, both large and small brands are taking advantage of cost savings to open a short-term
store in Vietnam, including two prominent ones, BAPE Vietnam and Muji Vietnam. The first thing
that can be seen is that pop-up stores are less expensive than traditional retail storefronts because
of shorter rental periods, no need to store a lot of limited inventory, and limited staff. than.
Besides, based on customer psychology, the temporary, fleeting nature of pop-up stores is what
makes customers feel passionate, giving them a sense of urgency and urgency to get there before
it disappears. So, it can be said that pop-up stores often create “buzz”. This helps Coolmate
promote word of mouth marketing and attract the interest of many potential customers.
Therefore, pop-up sale is a business form used to help companies save costs and probe customer
tastes. (Crane, 2018)

When it comes to online channels, our team will also choose a variety of channels to attract
customers to Coolmate's booth. Some of the channels that Coolmate will use include Website
marketing, SEM (Search Engine Marketing), Email marketing, Newsletter, Social media, online
advertising, Chat bot, Moblie marketing (SMS, MMS and in-game mobile marketing), Remarketing
or e-WOM (Electronic word of mouth communication).
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First and foremost, website marketing is a very effective and appropriate business form at the
present time and it is almost suitable for most businesses in the Vietnamese market, especially the
fashion industry. The website helps to promote products/businesses with low cost and
convenience. When social networks are increasingly developed, the Website is the place for
customers to access and access when they have the opportunity to visit. In order to meet that,
Coolmate's website also needs to improve the interface as well as the speed of accessing the
website by computers and phones. Coolmate's interface needs to be arranged to simplify the user
experience and avoid creating confusion for viewers. The images that Coolmate provides need to
be reduced in sharpness so that users can access that website faster. And at the same time,
Coolmate website also updates a similar product section under each product so that customers
can choose and increase their shopping experience.

Next, SEM (Search Engine Marketing) was created to emphasize platform-specific marketing
aspects of popular search engines like Google, Bing or Safari. According to Google's 2019 Customer
Barometer survey, more than 87% of users in Vietnam have the habit of using search engines to
find out information about products/services before making a shopping decision (Linh, 2015). SEM
can help a site like Coolmate stand out at the top or bottom of the first search page on Google,
Bing, or Safari using search keywords. Search engine marketing has become an important online
marketing strategy to increase a company's reach as there is a lot of consumer research and online
product shopping. To reach customers, Coolmate has done more marketing including SEO and PPC
on the search engine platform, that is Google, so that the information that Coolmate's homepage
puts up is always available in the newsletter, helping Readers easily find and understand
Coolmate. Coolmate will create more blog posts on the site and use SEO keywords like “quà tặng
cho bạn trai” or “Ngày nam giới” and PPC like “coolmate pop-up stores” to bring customers to
Coolmate stores.

Thirdly, email marketing is a means of great benefit for small companies and large enterprises. If
the company uses a business email system or a professional email delivery tool, they can send
emails very quickly and can ensure that emails always reach the guest inbox. This activity saves
time (mostly on computers) and can be done every day (no time restrictions). Along with that, the
cost of using email marketing is very low and businesses can change their strategy quickly if they
find their campaign is not effective. Coolmate campaigns always include referral emails to
customers. Furthermore, every email sent has a "social subscription" section and vice versa when

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accessing Coolmate's social networking sites. Customers can also invite relatives and friends to like
and follow social networking sites such as Facebook to win attractive offers and discounts. We will
send email marketing from when customers register information until customers become loyal
members. This will help customers always remember Coolmate.

Besides, when developing an email marketing strategy, it is impossible to forget the Newsletter
strategy. Newsletter (or Email Newsletter) is a website newsletter. This is a form of business that
uses email, e-newsletters, e-catalogs... marketing content marketing via Email or email (Email
Marketing) to communicate about products, convey messages, events, ideas, image promotion
and sales. Coolmate will use Newsletter with short ads for new products or combos to customers
when they visit the website and also send Newsletter to each individual email. This is as a
reminder or advertisement from the brand to the customer.

As for social media, it is one of the most widely used tools by businesses for digital marketing.
When it comes to social media in Vietnam, the four major social media sites are the most active,
according to a 2020 Decision Lab study, including Facebook, Youtube, Zalo and Instagram. These
social platforms average over 20 million monthly active users, making them one of the best ways
to reach new customers and increase brand awareness (Decision Lab, 2020). On the Facebook and
Instagram side, Coolmate has started creating multiple Facebook ads, as well as creating the
hashtag #coolmate #men's wardrobe for the program to provide relevant content to potential
customers, who visited the website or people interested in fashion or competitors. In addition,
Coolmate also created a strong community by forming a Facebook group with club member
specials, loyalty discounts and brand discussions. Unique and group member-only content.
Besides, about the two major platforms, Youtube and Zalo, Coolmate will also invest in TVC
advertising as well as advertising on Zalo by creating many incentives for Zalopay users to pay in
combination.

In addition, online advertising is a popular form of marketing today. No matter how good a
business has products and services that customers don't know, the efforts of the business in
creating products and services are also wasted by not reaching customers. That's why Coolmate
needs online advertising. The promotional actions related to activities such as mobile gaming and
company offers help customers reach those activities fastest and create the most effective. We
use online advertising to remind customers and make them think about our products to avoid

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being forgotten. Coolmate can track how many times an ad has been viewed and how many users
have clicked on a display ad. Because display ads are primarily used to increase brand awareness,
the number of impressions an ad receives will be the most important metric to consider for
success.

Besides, chat bot has the ability to help quickly solve many user problems, without the help of
human efforts. With Chat bot, it keeps track of customers who have contacted Fan page to help
businesses control the number of people who have inboxed to have policies and incentives for
people interested in Coolmate. With Coolmate's 24/7 Chatbot, the chatbot is available 24/7 to
assist customers at any time to enhance the shopping experience as well as assist customers with
product and service difficulties. Immediate support services will help Coolmate increase the
number of shoppers and create a smoother buying experience in the online shopping journey.

Also, to mention mobile marketing, is a way to help a company's marketing templates show up on
mobile devices, phones, tablets, smartphones, etc. Mobile Marketing is not just a new marketing
trend. It really becomes a powerful tool to attract attention and interest from customers.
According to the report, by the end of 2017, Vietnam had 119.7 million mobile subscribers, more
than 80% of users always keep their mobile phones with them, more than 50% of Vietnamese
regularly use mobile applications (Anh Tú, 2018). These numbers are enough to show that,
currently, not only in Vietnam but all over the world, mobile marketing is developing extremely
widely and gradually overwhelming the usual marketing trend. Coolmate will reach users with
messages (SMS, MMS). This is a common form with many types of content such as advertising
promotions, happy birthdays, holidays, anniversaries, etc. to increase loyalty with Coolmate
customers.

In addition to mobile marketing, we also use in-game mobile marketing strategy to increase
brand recognition and maintain brand in customer mindset. Research by Leppäniemi and
Karjaluoto in 2008 has shown that mobile gamers are very receptive to in-app advertising; 72%
voluntarily participate in rewarded advertising and 61% of consumers view at least one rewarded
ad per day. Mobile games allow marketers to engage consumers during a natural pause in
gameplay. Accordingly, the stereotype of gamers is that they are young men, they often play
moblie games, such as racing, shooting games, etc. There's also age diversity, with gamers aged 21
to 35 making up 39% of the total and those aged 36 to 50 making up 33%. Therefore, Coolmate

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will advertise with shortcut videos or TVCs to advertise in mobile games like Game of Thrones,
PUBG Mobile, etc.

Besides, 90% of businesses today use remarketing. According to the survey, only 1% of customers
make a purchase when they first encounter a product on Facebook (Nguyen, 2019). Most
customers have a need to buy on the 2nd, 3rd or even 4th time when viewing the product.
Therefore, Coolmate's mission is to constantly appear in customers' minds, then they will
remember its brand and products/services. Coolmate will create an ad on the social media
platform with simple images and natural text and start running the campaign. When the campaign
is completed, Coolmate's ads will be displayed again with high frequency, making customers
always remember the product and the product is always present in the visitor's mind. With the
app managed by Coolmate, every time a customer selects an item to add to their cart but hasn't
checked out, the app notifies them of the featured products and whether they want to pay for it.
this item or not before leaving the purchase site. This ensures that customers won't forget their
selected items without paying, making it easy for them to control what they have and haven't
bought.

Last but not least, electronic word of mouth (eWOM) is any positive or negative statement made
by potential, actual or previous customers about a product or company offered. for many
customers. According to a study by McDowell Porter in 2017: 76% of consumers admit that word
of mouth information is the main influence on their product choice, while advertising accounts for
only 15%, or 90%. Consumers consider other customers' recommendations to be the most reliable
source of information for purchasing decisions (Porter, 2017). In today's Internet era, word of
mouth through social networks is considered an effective communication method to convey
commercial information. Besides, the outstanding benefit of e-WOM is cost optimization in word
of mouth marketing. For spontaneous word-of-mouth by consumers, the cost of doing business is
absolutely nothing. Businesses only spend a small amount of money on marketing campaigns to
create resonant word of mouth. The cost of word of mouth marketing communication campaigns
is usually not very high and is considered one of the lowest cost forms of communication. Our
team will use e-WOM on Facebook groups and also in accounts on Coolmate's website.

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By using both online and offline strategies, our team believes in creating an efficient and great
shopping experience for customers. To see this strategy more clearly, the Omni-channel strategy
section below will describe in more detail and in more detail the use of these channel strategies.

4. Omni channel strategy

Omnichannel marketing is the use of digital and/or traditional marketing channels to deliver
messages that are relevant to a brand's customers regardless of whether the customer interacts
with the brand or the channels used to interact. With the trend of more and more people online,
Omni channel marketing will almost become a popular method that retailers apply because of its
wide coverage, low cost, as well as the effectiveness it brings. Currently, this is also the trend of
business in general and in the fashion field in particular. (Payne, Peltier and Barger, 2017)

Our team also built omnichannel marketing system by providing stages, touchpoints as well as
organizational activities & strategies through the customer journey map (Figure 1) below.

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 Figure 1: Customer journey map

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To be more specific and detailed about the planning and strategies our team implements, our
team will describe and provide more specific ideas for the sections below.

• Stage: AWARENESS

At this stage our team will choose the main touchpoints Pop-up stores, Social media and
Information search. With these three touch points we will present some related Coolmate
activities.

The first is that Pop-up stores will be located in large commercial centers such as Vincom
Megamall or Vincom Plaza in Hanoi and/or Ho Chi Minh City with a period of 1 month such as on
Christmas, Valentines, Men's Day, etc. to create to create an impression with customers and to
increase brand recognition to customers, especially to men. According to a report from Vincom
Retail, the average number of footfall visitors in 2020 is more than 13,000 people depending on
the event as well as the campaign Vincom has (Vincom Retail JSC, 2021). Pop-up stores are
decorated in two main colors, black and white, which will create word of mouth to customers as
well as a new breeze in the marketing of Coolmate brand to customers. At the same time, this
information will appear on electronic press websites such as Kênh 14, BAOMOI, Tintin to expand
brand recognition to all customers.

In addition, to increase brand awareness, we also decided to invest in advertising in mobile

games, such as Legend of League (LOL), Games of Thrones, etc. to optimize brand awareness,
thereby creating their shopping journey and leading to their purchase decision.

Next, with Social Media channels such as Facebook or Instagram, Coolmate also builds up
marketing campaigns and content (including online ads, infographics or short cut videos) aimed at
customers to increase brand awareness. In addition, Coolmate also builds a community or public
group on Facebook to be able to connect with a wider variety of customers, at the same time
create better word-of-mouth effect and go deeper into customers' thoughts.

As for Information search, Coolmate will also optimize a variety of search key words such as “quà
tặng cho nam giới”, “quà tặng người yêu”, “gian hàng lưu động Coolmate”, “ngày nam giới”,... to
increase customer search for Coolmate and increase brand awareness for men on special days.
Besides, Coolmate also uses Affiliate marketing to reach customers. Coolmate will collaborate with

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two current famous actors such as Manh Truong and Hoang Anh Vu to produce a small advertising
TVC with the message “Làm mới lại tủ đồ với Coolmate”.

• Stage: CONSIDERATION

At this stage, we choose two main touch points: Website/mobile and Ads Remarketing.

With the Website, Coolmate will arrange Newsletter with eye-catching colors, images and brief
voucher information to invite customers to sign up for an email to receive an additional 10%
discount code for the first purchase at Coolmate. Coolmate needs to schedule newsletters for
customers regularly and methodically via the email they provide. This will help to make receiving
mail, reading mail gradually become a habit of customers. Moreover, sending regular newsletters
will help the brand gain trust in the minds of customers. Businesses can increase coverage, reach
more potential new customers. As for mobile, Coolmate will send information such as events,
promotional coupons for customers' birthday months via SMS and even MMS.

Referring to Ads Remarketing, it is indispensable to repeat online ads with promotions (TVC, video
shortcut, infographics) on the access channels that customers will use. This includes repeats via
Facebook, related pages, and even competitor pages. In addition, Coolmate also sends email
notifications about products in the cart, about new product lines, related products purchased by
customers, upcoming and current promotions. At the same time, Coolmate will also send
promotional emails to customers who have not purchased for 2 months.

• Stage: DECISION

For this stage, we choose two main touch points: Smartphone and Chat box.

Regarding the Smartphone, we will continue to send promotions with vouchers and happy
birthday or men's day greetings to customers' phones via SMS and MMS. In addition, we also send
e-mail reminders about products in the cart, new products, as well as related products to
customers who have chosen to buy. In addition to optimizing the online shopping funnel and
processing orders, Coolmate also keeps the retention by confirming when closing / switching tabs.
In addition, to increase purchase decision, we also decided to invest in advertising in mobile
games, to optimize their shopping journey and lead to purchase decision.

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As for Chat box, Coolmate will extend the time frame more. Accordingly, Chat box will be available
24/7 on both the website and in Messenger or Instagram. At the same time, Chat box will also
support the lead time as well as the purchase process in the most optimal and smooth way,
helping customers always feel comfortable when shopping.

• Stage: DELIVERY & USE

At this stage, we choose two main touch points: Website/mobile and Email remarketing.

With Website/mobile, we will also provide estimated packing and shipping dates, so that
customers can conveniently track during Coolmate's shipping. Coolmate's website also
reorganized customer service from rebuilding and growing the product range to suit the customer.

In addition to improving Customer Relationship Management, Coolmate will also use mobile
marketing including SMS, MMS, or even phone calls to customers about the products they
receive, whether they are suitable for customers in terms of design and material, or design or not
after the customer received the product. Besides, Coolmate also sends remarketing emails to
customers to encourage them to buy more products with parallel offers.

• Stage: LOYALTY & ADVOCACY

In this final stage, our team uses two touch points including Ads Remarketing and Social media to
build Customer loyalty programs.

With ads remarketing, we will still use online ads, infographics ads, shortcut videos to advertise on
all fronts. In addition, we also send SMS, MMS (target marketing) messages to Coolmate's
customers on the occasion of the customer's birthday with a voucher for 20% off items in the
month of birthday, men's day, and Valentine's Day to boyfriend, etc. Besides, with product types,
we will also improve by upselling and/or cross-selling that product with bundle pricing strategy
with many incentives.

With social media, we also honor members who are ranked on Facebook and the main Coolmate
website. Hard members will receive a shopping voucher up to 200,000 VND. At the same time,
with each sharing as well as recommending products to friends, Coolmate customers receive
valuable gifts such as 5% discount on their next purchase.

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To improve the omni-channel system, from all the touchpoints and operations described above,
our team also have some recommendations for Coolmate company.

First and foremost, Coolmate can build its CRM Cloud software. Accordingly, many businesses are
gradually shifting to using cloud-based CRM, thanks to the increased efficiency and safety of data.
Besides, businesses also reduce and save a lot of costs when using this tool. The server system
ensures absolute security, the available resources will be automatically provided depending on the
usage and application requirements of the customer. Just register for the service, customers will
have the flexibility to use it regardless of any problems that arise. (Petkovic, 2010)

Tasks such as managing information, working and taking care of customers every day, etc. are all
difficulties that businesses find it difficult to spend on these items. The fastest and most effective
way is to use a cloud-based CRM system. Also according to Petkovic, there are four main benefits
of using CRM Cloud: (Petkovic, 2010)

- Reduce equipment maintenance costs: Equipment maintenance costs are significantly

reduced, including operating equipment costs such as electricity, air conditioning, etc., which
will be converted into small expenses each month.

- No upgrade fee: The goal of continuous updates and superiority, upgrading will become a
matter of necessity. Relying on cloud-based CRM software, technology will become
increasingly sophisticated, reliable, and of course no upgrade costs.

- Save on personnel costs: Enterprises will not have to spend additional personnel costs for
permanent hardware maintenance. Any problems related to maintenance or repair of
malfunctions and errors are taken care of by the CRM provider's team on the cloud computing
platform, significantly saving businesses.

- Increase revenue with cloud CRM: Access CRM software anywhere, anytime, and on any
device without network conditions; support to ensure the flow of business activities. Using
cloud CRM helps save maximum time, optimize work and recover profits many times over for
businesses.

Besides, also to improve the omni-channel system, Coolmate should also build the
Customer Data Platform (CDP). Accordingly, a customer data platform is a type of
software that collects and statistics customer data from many sources. From there,
build into a single, consistent and complete source of each customer for other systems
to access. A CDP includes the main functions 23
of customer database, marketing automation, multichannel campaign management, and real-time
interaction management. (Earley, 2018)

CDPs build a complete picture of the customer on an individual level. It collects first-party
customer data (transactions, demand, behaviors, demographics) from a variety of sources and
systems, and associates that information with the customers who created it. According to (Earley,
2018), there are four main benefits of using CDP that Coolmate can consider to enhance:

- Increase opt-in rates: Personalization can help company increase its opt-in rates for surveys,
sign-ups, and other active sources of data collection.

- Improve engagement rates: Customers will be more likely to engage actively with emails,
social media posts, calls, and other communications as they see fit.

- Improve conversion rate: Personalization can directly improve business communication into
tangible value. With abandoned cart email strategies, more people will return to abandoned
carts, increase order value, and make additional purchases.

- Retain customers longer: Personalization allows company to create deep, meaningful

relationships with customers. This increases customer retention.

In short, omnichannel strategy is redefining the customer journey and providing Coolmate
company and consumers with better, more intuitive ways to engage in the shopping journey. The
next section will provide an implementation plan and tools to measure the effectiveness of the
digital marketing plan.

III. IMPLEMENTATION PLAN

Key task Time People in-charge Budget

Creative content 2,500,000 VND to

1/10/2021 to 1/6/2022 Marketing Department 5,000,000 VND per
online, PR
month

TVC production 1/10/2021 to 1/11/2021 Marketing Department 30,000,000 VND

Pop-up stores 1/12/2021 to 1/1/2022 Marketing Department 80,000,000 VND

PPC on Google and 5/10/2021 to 1/6/2022 Marketing Department 10,000,000 VND to

Facebook 20,000,000 per month

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 Advertise on e-
commerce platforms
(Shopee, Lazada, Tiki, 5/10/2021 to 1/6/2022 Marketing Department 20,000,000 VND to
Sendo, etc.), 50,000,000 per month
Facebook, Instagram,
Google.

20,000,000 VND to
SEO 10/10/2021 to 1/6/2022 Marketing Department 50,000,000VND per
month

Affiliate Marketing: Marketing

Manh Truong Actor 1/10/2021 to 1/6/2022 Department, 50,000,000 VND per
Accounting and KOL
Hoang Anh Vu Actor Finance

Personalize website, R&D, Marketing 50,000,000 VND per

advertising on game 10/10/2021 to 1/6/2022
Department month
apps, message.

Table 1: Implementation plan

IV. MEASUREMENT & EVALUATION

1. Metrics:

• Business contribution

The ultimate goal of e-commerce is to contribute to business profitability. Leading organizations

set an Internet contribution target of a particular percentage of revenues via the channel to
analyze this. It is more difficult to gauge contribution for a company that cannot sell things online,
but the Internet's function in influencing leads and purchases should be evaluated. The rate of
return over time is calculated using discounted cash flow methodologies. Business contribution
metrics includes online revenue contribution (direct or indirect), category penetration, costs and
profitability (Chaffey and Ellis-Chadwick, 2016).

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 • Marketing outcomes

Traditional marketing goals such as sales, leads, conversion rates, and client acquisition and
retention targets should be established and then compared to various channels (Chaffey and Ellis-
Chadwick, 2016).

Key marketing outcomes include:

- Leads, sales, service contacts, conversion and retention efficiencies.

- Registration to site or subscriptions to an email newsletter;

- Requests for further information such as a brochure or a request for a call-back from customer
service representative;

- Responding to a promotion such as an online competition;

- Offline (phone or store) lead or sale influenced by a visit to the site;

- Sale on-site.

• Customer satisfaction

In order to achieve the required channel outcomes, customer satisfaction with the online
experience is crucial. Customers' thoughts of the website content and customer service, as well as
how it has affected overall brand perception, can be assessed using online methods such as online
questionnaires, focus groups, and interviews. Some sectors have benchmarking services. These
evaluate scores based on the disparity between expected and actual service. In short, this includes
site usability, performance/availability, contact strategies, opinions, attitudes and brand impact
(Chaffey and Ellis-Chadwick, 2016).

• Customer behavior

Once customers have been drawn to the site, we can track which pages they visit, when they visit,
and how long they stay, as well as if their interaction with the content leads in desirable marketing
outcomes such as new leads or sales. It is possible to create behavior profiles for different
segments if visitors are encouraged to register on-site. Segments can also be created based on the
visitor's source and the contents they viewed. Return visitors, for whom cookies or login are
utilized, must also be recognized (Chaffey and Ellis-Chadwick, 2016).
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 • Site promotion

These metrics assess the volume, quality, and value of website, social media, and mobile site
visitors, as well as the sites or offline media that prompted their visit - online or offline. Customers
can use web analytics to see which intermediate sites referred them (the referrer) and which
keywords they typed into search engines when looking for product information. Visits to social
media sites do not often provide similar referrer information. Traffic must fulfill volume, quality,
value, and cost requirements for a promotion to be successful (Chaffey and Ellis-Chadwick, 2016).
Quality will be identified by whether visitors are in the target market and have a probability for the
service offered (through reviewing conversion rate (online or offline), bounce rates and cost of
acquisition for a number of referrers).

2. Tools and techniques

Organizations must choose the best tools for collecting and reporting metrics that meet objectives
such marketing performance reporting, accuracy, analysis and visualization tools, and integration
with other marketing information systems.

• Collecting site-visitor activity data using server-based log file analyzer

Site-visitor activity data recorded in web analytics systems captured the number of visitors on the
site and the pathways or clickstreams they take through the site as they brow different content
(Chaffey and Ellis-Chadwick, 2016). Typically, log files were used to collect this data. A log file
analyzer is used to add to the server-based log file (tools) every time a user downloads a piece of
information (a hit).

Browser-based site activity data such as page impressions or page views and unique visitors are
better tools of measuring site activity as hits are not a useful measure of website effectiveness
since if a page consists of ten graphics, plus text, etc.

The following table demonstrate the terms utilized for measuring visitor activity.

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Figure 2: The terminology for the key website volume measures (Chaffey and Ellis-Chadwick, 2016)

• Design for analysis

The site should use a concept known as design for analysis (DFA) to help businesses better
understand the different types of audiences and their decision points. This is a technique derived
to answer these following questions such as ‘How many customers are visiting our site, how many
sales are we achieving as a result of our site and how can we improve the site to achieve a return
on investment?’

The following are the other examples of DFA:

- Breaking up a large page or form into multiple segments so company can observe which
portions people are interested in.

- A URL policy was utilized to recommend entry pages for printed information.

- Within online analytics systems, categorize material by audience type or buying decision,
and create content groups of comparable content.

- Attrition can be measured at several stages throughout a customer's journey, such as exit
points on a five-page purchase cycle.

- A single exit page with links to other sites.

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 • AB and multivariate testing

Two measuring approaches that can be used to evaluate design effectiveness and improve results
are AB testing and multivariate testing.

- A/B testing

A/B or AB testing, in its most basic form, entails comparing two different versions of a page or a
page element such as a heading, image, or button. Some site members are served alternately, with
traffic to the page being split between the two sites at random. When conducting A/B testing, it's
critical to establish a realistic baseline or control page (or audience sample) against which to
evaluate results. The following is the example of AB test.

- Multivariate testing

Multivariate testing is a more advanced version of A/B testing that allows for simultaneous testing
of pages for various combinations of page components. This allows selection of the most effective
combination of design elements to achieve the wanted objectives.

• Clickstream analysis and visitor segmentation

The term "clickstream analysis" refers to a detailed examination of visitor behavior in order to find
site improvements. The reports and terminology of each web analytics tool change significantly,
but they all give similar reports to assist businesses monitor visitor behavior and diagnose
problems and possibilities. The following table is example of practical questions asked by analysts
when reviewing clients’ sites by using Google Analytics (GA) tools.

29
 • Selecting a web analytics tool (Panel activity and demographic data)

Web analytics tools have consolidated to the point where there is now a basic choice between a
free service like Google Analytics and a paid service from major providers like Omniture (owned by
Adobe Systems), Coremetrics (owned by IBM), and WebTrends, which can cost hundreds of
thousands of dollars per year for a popular site. According to Chaffey and Ellis-Chadwick (2016), all
will report identical digital marketing activity measures to those discussed previously in the
chapter, therefore the ideal system will frequently be determined by variables such as:

- Integration with other data sources (for example, social media marketing, customer data
and financial reporting).

30
 - Accuracy. The free version of Google Analytics uses sampling on large sites which can
decrease accuracy.

- Media attribution.

- Visualization. How data is presented in reports and alerts.

- Customization options are available. For the purpose of developing and disseminating fresh
reports and warnings.

- Support services are available. For data feeds and reports configuration, as well as advice to
aid in the auctioning of the findings.

- Privacy considerations as web analytics systems store personal data.

• Strategic data (outcomes data)

Senior managers will benefit from performance management tools that display the large picture in
the form of scorecards or dashboards that indicate trends in the contribution of digital channels to
the organization in terms of sales, revenue, and profitability for various products.

• Marketing research using the Internet

Internet-based marketing research can assist in determining the impact of a company's website
and related communications on customer perceptions of its products and services. However, it
may be used for a wider range of purposes, such as gathering customer feedback on a brand and
how it might evolve in the future.

Five different classes of feedback tools could be demonstrated such as:

- Website feedback tools.

- Site user intent-satisfaction surveys.

- Crowdsourcing product opinion software.

- Simple page or concept feedback tools.

- General online survey tools.

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 • Questionnaires and surveys

According to Malhotra (1999), Internet surveys utilizing questionnaires will become more common
as the cost is generally lower, they are less intrusive, and they may target certain audiences.
Internet surveys are quickly becoming the preferred means of survey distribution, according to
Roster, Albaum and Smith (2014), since they allow researchers to use design features such "forced
answering" (FA), which can almost eradicate item non-response error. Stern, Bilgen and Dillman
(2014) in a recent evaluation of the technique, found that the Internet has failed to deliver in
terms of response rates, and that obtaining a representative sample can be more difficult. Pop-up
surveys are a common sort of questionnaire. The following are the most important issues: Inviting
participants, Stages of the execution and Design.

The following are some examples of questions that can be used to determine the efficiency of
Internet marketing:

- Who is visiting the site? For example, role in buying decision? Online experience? Access location
and speed? Demographics segment?

- Why are they visiting? How often do they visit? Which information or service? Did they find it?
Actions taken? (Can be determined through web analytics.)

- What do they think? Overall opinion? Key areas of satisfaction? Specific likes or dislikes? What
was missing that was expected?

• Focus group

The advantage of online focus groups, according to Malhotra (1999), is that they may be utilized to
reach segments that are difficult to reach, such as doctors, lawyers, and professionals. This author
also claims that the prices are lower, that they can be set up more quickly, and that they can
bridge the distance divide when it comes to recruiting respondents. Traditional focus groups can
be held, in which customers are gathered in a room to evaluate a website; this is usually done
before to launch as part of the prototyping process. Users will be given multiple scenarios to
follow during testing. Testing can take the form of random use of the site or, more effectively,
users will be given alternative scenarios to follow. Focus groups are more expensive and time
consuming than traditional focus groups since buyers must interact with the website rather than

32
merely watching an advertising. Conducting real-life focus groups provides the advantage of
allowing site users' reactions to be watched; in the virtual world, a scratch or slap of the head
cannot be monitored!

• Mystery Shopper

In an e-MysteryShopper survey, customers are asked to comment not only on the site's usability,
but also on the quality of email and phone responses, as well as product fulfillment. These
sections are put to the test by mystery shoppers:

- Site usability;

- E-commerce fulfilment;

- Email and phone response (time, accuracy);

- Impact on brand.

3. Pros and Cons of each metrics and tools

The figure below will provide the strengths and weaknesses of each technique.

33
Figure 3: A comparison of different online metrics collection and research methods (Chaffey and
Ellis-Chadwick, 2016)

4. Measurement management Process and Planning

34
 Metrics Tools and Techniques Objectives Timeline Tracking and measuring
Business Contribution, 1 Track and measure directly utilizing analytics platforms
Online revenue
1/1/2022 - 1/6/2022 for both metrics,
contribution Strategic data
Regarding frequency, both metrics would be calculated at
Costs and Profitability 2 1/10/2021 – 1/6/2022 the end of the campaign with the total profit and ROI
throughout the period.
Collecting site-visitor 15/12/2021-31/12/2021;
Marketing outcomes, activity data using Track and measure directly utilizing analytics platforms
Conversion and retention server-based log 3 15/3/2022-31/3/2022;
efficiencies analysis and browser- Frequency: Three times during the campaign, every three
based log file analysis 15/5/2022-1/6/2022; months to be exact.

Utilizing available customer information data such as

email, phone number, fax address to gather inquiries and

receiving feedback as deliverables.
Customer satisfaction, Outcome data using Only contact to customer through phone in official
Contact strategies inquiries and customer
4 1/10/2021-1/6/2022 working time. The other methods are flexible
e-mail
Based on deliverables, figure out faults and make
resolutions upon them.
Frequency: Everyday based on the timeline

Site promotion, Selecting a web analytic 1/10/2021-31/12/2021; Track and measure directly utilizing analytics platforms

Attraction efficiencies, 5
tools 1/1/2022 – 1/6/2022 Tracking frequency: Every weekend since the beginning of
Bounce rate
the campaign
35
 By doing surveys and inquiries and send them to random

Marketing outcomes Strategic data male users, make comparison among Coolmate and its
6 15/5/2022 - 1/6/2022 competitor, whether the target objective set are reached
or not depends on the result compiled in the last two
weeks. (Survey using PPC from Google and Facebook).

Clickstream analysis Applying panel activity and demographic data to

and visitor
profoundly engage into different customer orientations
segmentation using
Customer behaviour and segmentations
Google Analytics, 7 1/10/2021-1/6/2022
Panel activity and (the process takes place every day throughout the
demographic data campaign)
Site promotion Track every day from Track and measure directly utilizing analytics platforms,

Outcome data
Attraction efficiency 8
Do the checking at the end of every month over the
1/10/2021 – 1/6/2022
course of the campaign (Frequency: once a month)
Site promotion Track and measure directly utilizing analytics platforms

Cost of acquisition and Strategic data 9 1/10/2021-1/6/2022 The cost is controlled and measured every week
reach throughout the campaign to ensure it is not going to
exceed the restricted number.
Marketing outcomes Track and measure directly utilizing analytics platforms

Strategic data
Conversion efficiency 10,11,12 1/10/2022-1/6/2022
Frequency: Every three days since the beginning to the
end of the campaign
36
 Track and measure directly utilizing analytics platforms

Marketing outcomes Strategic data 13 1/10/2022-1/6/2022

Frequency: Every three days since the beginning to the
end of the campaign.
Track and measure directly utilizing analytics platforms.

Customer satisfaction Online questionaires 14 1/10/2021-1/6/2022

Frequency: At the end of every month throughout the
campaign (once a month)
Site promotion, Server-based log file Track and measure directly utilizing analytics platforms.

Search engine visibility analysis of site activity 15 1/10/2021-1/6/2022

Frequency: Tracking all the time
Site promotion Outcome data, 1/1/2022-31/1/2022 Track and measure directly utilizing analytics platforms

enquiries, customer e-
E-mail marketing 16
mail Frequency: At the end of every week throughout the
1/5/2022-1/6/2022
campaign (once a month)
Marketing outcomes Strategic data 17 1/10/2021-1/6/2022 Using available analytics platforms on its own e-

commerce platform to track rating, track all the time.

37
CONCLUSION

In conclusion, this assignment has identified how to organize digital marketing activities and build
Omni-channel strategy in Coolmate company. In addition, the report also provides definitions,
pros and cons of each method, monitoring tool through which to build a system to measure the
effectiveness of a digital marketing plan. The strengths of this article are to evaluate and apply
much of the knowledge learned to develop the layout of the article. However, this report also uses
bullet points a lot in the article, making the report less academic. Our team will fix this point in the
following assignments.

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