kế hoạch marketing online của durex
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Cùng tham khảo bản kế hoạch marketing online của durexTRANSCRIPT
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WHAT IF THERE IS A CONTRACEPTION METHOD?A digital strategy to get the adult
Prepared by OhYeah Communications
DIGITAL MARKETING PLAN
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Tool check trình độ Marketing digital của bạn
• Trước khi đọc Slide, hãy bỏ 2 phút check trình độ Digital Marketing của bạn – Click link
• http://www.surveymonkey.com/s/digital-marketing
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
![Page 5: Kế hoạch marketing online của durex](https://reader031.vdocuments.pub/reader031/viewer/2022012320/563dbaef550346aa9aa8dbc6/html5/thumbnails/5.jpg)
CONSUMERS CONCERNS: CONTRACEPTION METHODS
Source: Vinaresearch, 06/06/2013
Using condom is the first choice for contraception among target audience
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CONSUMERS CONCERNS: REASON TO USE CONDOM
Source: Vinaresearch, 06/06/2013
Ease to use is the reason people prefer to use condom
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CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE
Source: Vinaresearch, 06/06/2013
Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use
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CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS
Source: Vinaresearch, 06/06/2013
Reason to choose using condom between material status difference but target to contraception, ease to use
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CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM
Source: Vinaresearch, 06/06/2013
Beside the benefits, consumers are feeling not comfortable by using the condom
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CONSUMERS CONCERNS: PREFERABLE BRAND
Source: Vinaresearch, 06/06/2013
Durex & OK have the high preferable by consumers
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CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Source: Vinaresearch, 06/06/2013
Thin condom is the one target audience looking for
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CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Source: Vinaresearch, 06/06/2013
Thin condom is the one target audience looking for
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CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND
Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number One
Viva0
500
1000
1500
2000
2500
3000
3500
4000
39050
3600
480170 260
20 110
1600
50 260140 70
Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online
Source: Google Search, 2013
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CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE
Durex & OK are 02 brands that have the high search volume in market share
Source: Google Search, 2013
5%
50%
7%
4%
22%
4% SagamiJexDurexTrue-XROCKInnovaPower MenSumoOKHermanVIPNumber OneViva
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CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013
39%
8%
48%
3%
1% 0%
bao cao su gai
bao cao su 12 con giáp
bao cao su nữ
bao cao su bi
bao cao su mỏng
Bao cao du dày
bao cao su gai
bao cao su 12 con giáp
bao cao su nữ
bao cao su bi
bao cao su mỏng
Bao cao du dày
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2900
590
3600
26070 10
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CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013
Đ t vòngặ Tránh thai c ổđi nể
Bao cao su Dùng thu cố C y/dán/tiêmấ
44%
11% 8% 12%6%
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CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
New choice is the Brand preferable among target audience
Source: Google Search, 2013
10%
90%
Thuốc tránh thai cấp tốcViên tránh thai hằng ngày
Yaz T
ab
Yasm
in
Gracial
Diane 3
5
Drosp
erin
Mercilo
n
Lindyn
ette 2
0
Trireg
ol
Postinor
Regulon
Gynera
Marvelo
n
Novynett
e
New Choice
Love
Choice0
20
40
60
80
100
120
140
20
4050
110
70
90
10 10
3040
0
110
20
120
20
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CATEGORY CONVENTIONS: ADVERTISING INFORMATION
Durex & Sagemi have the most advertising information online
Source: Google Search, 2013
Sagami Jex Durex True-X ROCK Innova Power Men
Sumo OK Herman VIP Number One
Viva0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
1,760,000
447,000
2,680,000
90,900 105,000
440,000
33,900
397,000533,000
14,70095,000 130,000 78,100
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CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE
Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013
26%
7%
39%
1%2%
6%
6%
8%
1% 2% 1%Sagami
Jex
Durex
True-X
ROCK
Innova
Sumo
OK
VIP
Number One
Viva
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CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013
BCS gai BCS 12 con giap BCS nữ BCS bi BCS mong BCS dày0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
804,000
2,850,000
856,000
167,000 203,000
32,800
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CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
No Smell Condom & Mint Smell Condom have the most advertising information online
Source: Google Search, 2013
Táo Dâu Chuối Bạc Hà Dứa Không mùi0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
3,220,000
4,770,000
1,720,000
5,700,000
572,000
6,050,000
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CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL
HCMC have the need consume condom highest compare with other region
Source: Google Search, 2013
HCM Hanoi Da Nang Vung Tau Quang Ngai Nha Trang Hai Phong0
20
40
60
80
100
120
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CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Hanoi is the place that sell condom online highest
Source: Google Search, 2013
56%
25%
4%
3%
3%
0%3%
5%
Hà NộiHồ Chí MinhĐà NẵngCần ThơVũng TàuĐà LạtNha TrangHải Phòng
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CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013
Yaz T
ab
Yasm
in
Gracial
Diane 3
5
Drosp
erin
Mercilo
n
Lindyn
ette 2
0
Trireg
ol
Postinor
Regulon
Gynera
Marvelo
n
Novynett
e
New Choice
Love
Choice0
20,000
40,000
60,000
80,000
100,000
120,000108,000
19,400
76,900
96,800
13,40021,000
1,630 2,350
26,900
10,100
672
63,600
1,450
22,600
3,060
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23%
4%
16%
21%
3%
4%0%1%
6%
2%
0%
14%
0%5%
1%Yaz Tab
Yasmin
Gracial
Diane 35
Drosperin
Mercilon
Lindynette 20
Triregol
Postinor
Regulon
Gynera
Marvelon
Novynette
New Choice
Love Choice
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013
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WHAT COMMUNICATION SHOULD DO
COMMUNICATION OBJECTIVES
MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM
EXCITED
MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM
KNOW
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
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THE TARGETING STRATEGY
MALE 15 YO AND ABOVE
ABC CLASS
MAKE THEM KNOW AND EXCITED TO TRY
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ONLINE ACTIVIES OF TARGET AUDIENCE
Online information gathering and online entertainment are the main activities of audience on internet
Source: Cimigo Netcitizens, 2012
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ONLINE ATTITUDES OF TARGET AUDIENCE
Internet is the important source for audience and help them to find out
new products & brands
Source: Cimigo Netcitizens, 2012
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METRO ONLINE COMMUNICATION TRENDS
Visiting social network is increasing over the time
Source: Cimigo Netcitizens, 2012
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ONLINE CONSUMERS ARE NETWORKED & SOCIAL
Facebook is the preferable social network
Source: Cimigo Netcitizens, 2012
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
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EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE
THE BIG IDEA
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BUT SOMETIME WE CANNOT CONTROL OUR LIFE
THE BIG IDEA
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WE MAKE A MISTAKE AND A LOF OF MISTAKES
THE BIG IDEA
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THE BIG IDEA
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THE BIG IDEA
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THE BIG IDEA
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THE BIG IDEA
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THE BIG IDEA
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THESE MISTAKES WILL RUIN YOU LIFE
THE BIG IDEA
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DON’L LET THE PAST MISTAKES RUIN THE FUTURE OFYOUR LIFE & YOUR DREAM
THE BIG IDEA
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YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE
THE BIG IDEA
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LET US ALONG TO BRING UP A GOOD FUTURE LIFE
THE BIG IDEA
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THE BIG IDEA
YOUR LIFE, YOUR DREAM – LET KEEP IT
SAFE
CULTURAL TRENDSPeople always dream about a good life
GOLDEN CHOICE PRODUCTSGolden Choice provide the full solutions to protect people from the risks to keep the life safety
CATEGORY CONVENTIONSGolden Choice provide the wide range of product to any needs
CONSUMER CONCERNSVietnamese consumers are becoming savvy and smarter over time
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THE STRATEGY
FROM THE STRATREGY TO
INSIGHT“If only there is an easy way to protect
me and my partner, if only …”Engage in wishful thinking “if only I can
feel free and joyful with my partner”Use Golden Choice products keep my
future not to be ruined
Communicate Golden Choice as the answer of “if only there is an easy way to keep your dream and not ruin your
future life”
Everybody always have the dream and wish to have a good life, but sometime
we often make mistakes
I can feel free and joyment with my prtner that not ruin my life in the future
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SINGLE MINDED PROPOSITIONS
WHAT IF I CAN FEEL FREE AND
JOYMENT WITH MY PARTNER THAT
NOT RUIN MY LIFE IN THE FUTURE
ROCK CONDOM
NEW CHOICECONTRA CEPTION PILL
OK CONDOM
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
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TEASER02 WEEKS
PLAT
FORM
ACTI
VITI
ESCH
ANNE
LSO
BJEC
TIVE
LAUNCH01 WEEK
REVIEW01 WEEK
YOUTUBE CHANNEL
FACEBOOK FANPAGE
“TALK ABOUT THE FUTURE LIFE” GAME
TEASER CLIP
AMPLIFICATION08 WEEKS
“YOUR LIFE, YOUR DREAM” CLIPS
Raise awareness about dream & life
Official launch the campaign Introduce the Golden Choice products
Viral the video clips
Build up the engagement about not make mistakes to have a good future life
Keep the conversation about the dream & life
Push up the conversation about keep the life apart with mistakes
FORUM
COMMUNICATION TIMELINE
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WHAT IF
People will visit the application, then view the video clips before attending the game
Then they need to submit an photo show of the thinking about future and an testimonial about the dream life
After that, they need to invite 10 person to join the game
After complete the game, people will receive a lucky code to have chance to win lucky gifts
JOIN THE GAME:“Talk about your future life”
During the time join the game, it’s automatic share to their Facebook Wall
SHARE & SPREADFacebook Sharing
“Ann just visited the “Your dream, your life” and have
chance to receive lucky gifts”
GIFT REDEEM:Each week, Golden Choice will announce the winner for lucky
gifts
“TALK ABOUT YOUR FUTURE LIFE” GAME
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PRIZES
10 TOUR VOUCHERS FOR COUPLE
EVERY 02 VOUCHERS PER WEEK
100 DINNER VOUCHERS @ FIVE STARS HOTEL
EVERY 10 VOUCHERS PER WEEK
GRAND PRIZES
100 BOOKS ABOUT HOW TO PLANNING YOUR LIFE
EVERY 10 BOOKS PER WEEK
LUCKY PRIZES
“TALK ABOUT YOUR FUTURE LIFE” GAME
LUCKY GIFTS
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
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MASTER PLAN
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For Facebook Fanpage, we will have 05 posts per dayFor Facebook Ads & Google Adwords will run 02 months from week 03 to week 10
CONTENT STRATEGY
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The clip about the 02 old people meet
together by chance on a train.
During the trip they remember the young
age when they are the lover with a lot of joyful
The clip about the man life with a lot of
mistakes make him have a poor
performance in current life
CLIP 01
The clip about the woman with the careful make her a happiness
life
VIRAL CLIPS
By the end of the trip, they say goodbye and
feel sorry about the past, what if we do the right thing in the past now we did have a
happy ending.
CLIP 02 CLIP 03 CLIP 04
ALWAYS ENDING WITH THE SLOGAN“YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”
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OBJECTIVE:• Use to Viral videoCONTENT:• Product TVC• Product Review• Viral Clips• Clips about Dream & Life
YOUTUBE CHANNEL
SAMPLE
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OBJECTIVE:• Use to viral the clipsCONTENT:• Product TVC• Technical explanation• Product Review• Viral Clips
FACEBOOK FANPAGE
SAMPLE
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HOMEPAGE
RULES & REGULATIONS
PLAY GAME
WINNER LIST
FACEBOOK APPLICATION
FACEBOOK APPLICATION
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OBJECTIVE:• Use to build awareness about the campaignCONTENT:• Sharing the viral clip & comedy series• Sharing information about the products• Invite people to join the game on Facebook
FanpageFREQUENCY:• Average 01 post / 02 weeksINFLUENCERS:• Macy Pine• D a Leoư• Duy Khánh• Helly T ngố• Ribi Sachi
FACEBOOK INFLUENCERS
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OBJECTIVE:• Use to build awareness about the CampaignCONTENT:• Sharing the viral clip & comedy series• Sharing information about the products• Invite people to join the game on Facebook
FanpageFREQUENCY:• Average 01 post / 02 weeksCHANNELS:• Hãy nói nh ng l i yêu th ngữ ờ ươ• Đ p+ẹ• Nh p s ng trị ố ẻ• Café C iườ• Thông đi p yêu th ngệ ươ
FACEBOOK BIG FANPAGE
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OBJECTIVE:• Use to build awareness
about the campaign• Use to increase the number
of fans CONTENT:• Ask to join the FB Fanpage• Ask to play the game• Introduce the productsFREQUENCY:• 02 months for Facebook Ads
FACEBOOK ADVERTISING
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OBJECTIVE:• Use to build awareness about the campaignCONTENT:• Sharing the viral clip & comedy series• Sharing information about the products• Invite people to join the game on Facebook
FanpageFREQUENCY:• Every 02 weeks / 01 topic CHANNELS:
Pro9x.comTrasua.vn9xvn.vnBeat.vn
Viethiphop.com
Uhm.vn360kpop.comChiplove.biz
Rap.vnHihihehe.com
Kenhsinhvien.netSinhvienit.net
Ngoinhachung.netSvkt4rum.com
Bka.vn
YOUTH FORUMS
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OBJECTIVE:• Target to audience who having a need of
finding contraception productsCONTENT:• Product AdvertisingFREQUENCY:• 02 months Google AdwordsCHANNEL:• Google Adwords
GOOGLE ADWORDS
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THE QUESTIONS
WHYwhy we need to
communicate to help and what is the
communication task
WHENwhen we are going to communicate with our
target
WHOwho we are going to
talk to
WHEREwhere we are going to communicate with
our target
WHATwhat we want them to remember, what we are going to say to
them
HOWhow we are going to measure our success
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KEY PERFORMANCE INDICATORS
Awareness
• Facebook Influencers: 200 likes / 30 comments / 01 post
• Facebook Big Fanpage: 200 likes / 30 comments / 01 post
Consideration
• Facebook Ads: 30.000 clicks
• Google Adwords: 20.000 clicks
Preference
• 6% consideration will be join the facebook application
• 30% consideration will be join the facebook fanpage
Purchase
• Facebook Application: 3000 players
Retention
• Facebook Fanpage: 15.000 fans
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Tool check trình độ Marketing digital của bạn
• Hãy bỏ 2 phút check trình độ Digital Marketing của bạn – Click link
• http://www.surveymonkey.com/s/digital-marketing
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THANKS FOR YOUR ATTENTION
Sưu tầm : http://sachmarketing.vnhttp://digitalmarketingplan.net