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Chapter 3. Objectives, Target Audience and Messages in

the Process of Building and Implementing a Practical
Marketing Communication Plan

This chapter presents in detail the 6-step process from strategic

planning to execution in Marketing Communication, including:
Marketing Research, Marketing communication strategy, Creative
idea, Media Planning, Action Plan, Control. It provides
comprehensive guidance on how to build and implement an effective
Digital Marketing campaign.

Overview of the 6-Step Process

Marketing Research 1
The foundation of any successful digital marketing
campaign lies in understanding your target audience,
their needs, and the competitive landscape. 2 Marcom strategy
Based on your research, develop a clear roadmap for
your campaign, outlining goals, target audiences,
Creative idea 3 messaging, and key performance indicators (KPIs).
Brainstorm creative and engaging communication
ideas that resonate with your target audience,
considering their preferences and channels they 4 Media Planning
frequent. Choose the most effective media channels to reach 1
your target audience, considering their online
Action Planning 5 behavior and the nature of your message.
Create a detailed action plan outlining the specific
tasks, timelines, and resources required to implement
your campaign effectively. 6 Monitoring, Evaluation and
Adjustment
Track the performance of your campaign using
analytics tools to measure key metrics and adjust
your strategies based on data insights to maximize
effectiveness.

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1. Marketing Research

In Marketing textbooks, the Marketing Research activity provides

information about the Marketing environment around the business,
including the macro environment and the microenvironment. In
reality, the Online Research activity in building a digital
communication plan mainly revolves around three main research
subjects: Target customers, competitors, and the current
communication status.

Target Customer Research

The model commonly used in the customer research process is 5W1H.
- Who: Who are the consumers and buyers of the product? Who is the decision maker,
who has influence in the product consumption decision? What are the different customer
segments? Estimate the size of each customer segment?
- What: What do customers buy - what benefits do they want from the brand or product?
What are the customers' reasons to buy (RTB)?
- Why: Why do customers want and act that way? What are the underlying "Customer 2

Insights" in the customers' minds related to the brand and product?

- When, Where, How: When do customers develop a need for the product? What are the
appropriate times, social contexts to implement communication activities? Where do
customers appear on various media during the product purchase decision process? What
are the customer's information sources? How does the customer's product consumption
decision process unfold?

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Simulating the Customer Journey

Simulating the customer journey on the Internet is an important part

of customer research. Nowadays, customer decision-making behavior
has changed significantly with the rapid development of digital
technology. Simulating a customer's journey on the Internet with
various media touchpoints has become a mandatory requirement in
customer research activities.

Internet-Based Customer Research Tools

In the digital environment, there are also very distinctive tools for
collecting customer information, such as Social Listening systems,
Online Survey platforms, and tools for researching customer behavior
on the Internet. The essence of these tools is the analysis of a large
data set - Big Data about Internet users. Providers of digital products 3

such as Google, Facebook, search engines, e-commerce websites, etc.

have data on user activity on their platforms (including personal
information and activity history data). From this data source, they or
third-party partners will analyze it into information to support
advertisers.

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Competitor Analysis
Competitor analysis is an extremely valuable activity that provides companies with
insights into the communication activities of their competitors, allowing them to assess the
relative positioning of their own communication efforts. It also offers important
suggestions for decisions in the communication plan.

1. Understand the communication methods of competitors

2. Communication content:
What is the nature of the communication content? What are the notable communication ideas?
What online communication channels and advertising formats are being used?
3. Predict the communication strategy of competitors
4. Understand competitors in the customer's mind
What are customers saying about the competitor's brand or products?
By continuously monitoring the communication activities of competitors, you can predict
their communication objectives, the target audiences they are addressing, and the messages
they are trying to convey.

Competitor Analysis Methodology

The analysis of the competitor's communication activities should start

from the channels owned by the competitor (Owned Media), the paid
media channels, and then the earned media channels. In the digital
environment, there are many specialized tools that can be introduced
4

for competitor research, such as: Keywordtool.io, Socialone.us,

Ahrefs.com, Semrush.com, Similarweb.com...

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Review of Communication Activities

A communication plan needs to be designed specifically for each product or brand. We
will have a "cloud-based" plan if we overlook the review of the company's current
communication status. Before embarking on proposing anything in the plan, the planner
answers a few questions:

1. Digital Marketing is just a part of Marketing, the plans need to be consistent with the
overall Marketing strategy and the company's brand strategy. So what is the current
Marketing strategy and brand strategy?
2. The system of the company's owned media channels such as: Website, Facebook
fanpage, Youtube channel, ... what is their current status? Are the interfaces, features
and content on them optimized for user interface and user experience?
3. For the company's paid media channels such as: Facebook Advertising, Google
Adwords, Youtube Advertising ... what is their current status? What are the current
bidding costs and performance metrics? How are the effectiveness of the
communication channels measured and evaluated?
4. In terms of human resources, what is the scale of the company's Digital Marketing
activities? What are the current outsourcing options? What are the challenges faced in
the implementation personnel system?

The Importance of Reviewing Marketing Activities

Sometimes a communication plan helps a business achieve its goals
not through new communication strategies and ideas, but from
optimizing activities and solving the problems the business is facing,
such as adjusting the website, classifying the customer email list,
optimizing advertising accounts... The more information we have
5
about the company's current communication status, competitor
information and target customers, the more we understand the
"starting point" and what is happening around the business - a critical
task before embarking on specific strategic planning.

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2. Target, Audiences & Message

A communication strategy has three key components:

- communication objectives,
- target audiences,
- and communication messages.
The planner must make these important decisions before starting to
build a communication plan.

11

Communication Objectives
The communication objectives are the destination of a communication plan,
built on a set of S.M.A.R.T. criteria as follows:
• Specific: Concrete, easy to understand
• Attainable: Achievable, within reach
• Measurable: Quantifiable
• Relevant: Practical for the business
• Time-Bound: Completion timeline 6

Two basic communication objectives:

- Communication to support brand building - referred to as Brand
Communication,
- Communication to support sales activities - referred to as Sales
Communication.

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Brand Communication Objectives

For brand communication objectives, before setting the objectives, you should answer the
question: How do you know if a brand communication campaign is effective, when the
brand is an important asset of the company, but this asset lies in the minds of customers?

In reality, to know if brand communication activities are effective or not, the company
must conduct customer surveys, using questionnaires designed to measure brand health.
The results of these surveys will provide indicators on the level of brand awareness such
as Top Of Mind, Spontaneous, Prompt; indicators on the level of remembering brand
attributes such as Brand Attribute or simply the ability to remember recent
communication messages or campaigns. Comparing the changes in these indicators at
different times before and after the implementation of communication campaigns will
help the company evaluate the effectiveness.

13

Example of Brand Communication Objectives

A brand objective will be stated as follows: "Increase the Top of Mind awareness of
brand A in the X industry from 27% to 30% within the next 12 months". This brand
communication objective can only be measured and evaluated after a certain period of
implementation.

However, when developing a communication plan, in order to closely monitor and

evaluate the effectiveness of brand communication, we need to establish a set of 7

performance indicators - Key Performance Indicators. The main components of a brand

communication KPI set will include basic metrics on visibility and engagement such as:
number of content impressions, number of people reached across media channels, number
of interactions on content...

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Sales Communication Objectives

For sales communication objectives, before setting this type of objective, we also have a
similar question: How do we know if a sales-supporting communication campaign is
effective? Some related terms:
• Action: A customer action that connects with the business after viewing product
information (total number of calls to the hotline, total chat sessions, total inbox
messages, etc.)
• CPA - Cost Per Action: The average cost of communication that the business must
spend to get one interaction. CPA is calculated by dividing the total communication
budget by the total interactions achieved.
• Lead: A customer that the business has complete contact information for after the
customer interacted. Usually each business will have its own definition of what
customer information qualifies as a Lead (including one, two or more information such
as: Name, phone number, email address, workplace, etc.)
• CPL - Cost Per Lead: The average cost of communication that the business must spend
to get one Lead. CPL is calculated by dividing the total communication budget by the
total Leads achieved.
• Sale: A successful customer purchase transaction. Depending on each product or
service, a customer transaction may involve buying one or more products, and have
different values.
• CPS - Cost Per Sale: The average cost of communication that the business must spend
to get one Sale. CPS is calculated by dividing the total communication budget by the
total Sales achieved.

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Example of Sales Communication Objectives

An effective sales communication campaign will be reflected in

increased Action, Lead, and Sale indicators, ensuring progress, and
keeping CPA, CPL, and CPS indicators within acceptable limits.
Therefore, a sales communication objective can be stated as follows:
"Achieve 1,000 Leads with a maximum CPL of 100,000 VND within 8

the next month." To evaluate the effectiveness of sales

communication and make timely adjustments, the business must
continuously measure the Action, Lead, and Sale generated from the
sales and customer service departments.

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Target Audiences and Communication Messages

Deciding on the target communication audiences is to identify the groups that we need to
convey the message about the product or brand to. This could be the consumers of the
product - Consumers or the direct purchasers of the product - Shoppers, or it could also be
those who influence the purchasing decision of the product. Determining who the target
audience groups are will guide the development of the message, and the selection of
appropriate communication channels. This decision almost dominates the entire
communication activity that follows it.
The communication message is usually built from the brand or product values. A product
or brand can always possess many good values, either rational or emotional. However, a
classic mistake in communication is to convey messages about all of these values.
Customers will not be able to remember or will have a hard time being impressed by a
message that encompasses too many values. Selecting a few most appropriate ones to
build a consistent message across all products, communication channels and at specific
times is not an easy decision.

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Creative Communication Ideas

Creative and impressive communication ideas are always a popular

topic when it comes to the field of communication. When you see an
award-winning creative product from the Cannes Lions, have you
ever wondered where the idea for it came from?
9
"An idea is a creative solution to a problem."

So what problems in communication need to be solved with creative ideas?

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Communication Challenges
Each brand and product in the communication process to the market will face certain
difficulties. When reviewing the current operations of the business, we can identify these
issues. However, there are two common issues in communication activities:

Issue 1: Consumers are increasingly disliking watching ads and not interacting with
advertising content. They switch TV channels, throw flyers in the trash, turn off pop-ups,
click the skip ads button, ... as if they don't care about the content in them.

Issue 2: Competition in the media is increasing. Brands and products are investing more
and more in communication activities. Viewers are overwhelmed by information, and the
necessary frequency of ad displays is increasing, but this does not create enough recall in
their minds.

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The Nature of Communication Ideas

From this perspective, we can see that the essence of communication

ideas is a creative way to deliver communication messages to
customers without being rejected. 10

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How to Generate Ideas?

If the "communication message" usually originates from a brand or

product value that the customer wants to own, this is an RTB -
Reason To Buy. Then the "communication idea" often originates from
a different value outside the product that attracts the customer, which
is an RTA - Reason To Attend. A complete communication idea is
actually the result of the "addition" of an RTB and an RTA.

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Challenges in Idea Creation

A common challenge in idea creation is finding the right RTA to

combine it with RTB, while ensuring that the RTA does not create
negative impacts on the brand image. The first thing we should do to
"pave the way" for the emergence of a creative idea is to remove all
constraints regarding the RTA. 11

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Steps for Creative Ideation

Step 1
Write down all the ways you think we can use it to grab the attention
of the target audience (RTA).

Step 2
Try combining that approach with the communication message
we want to convey (combine RTA and RTB).

Step 3
Validate the idea based on the principles of the Stimulus - Response model.

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Evaluating Idea Questions

Ask questions: How will target audience A, target audience B, the

media, competitors, etc. react to this communication idea? This will
help the company avoid subjective thinking and willfulness in
deciding on communication ideas. 12

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The Gap Between Intention and Perception

The Stimulus-Response model also confirms that there is a gap

between what we want to say and what the customer perceives. From
this perspective, communicating a message is not just about creating
content that says X and then placing it on media channels to be
successful. Rather, it requires finding creative ways to express X, so
that the method can elicit responses in the customer's mind that are
closest to what we want to say.

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Examples of Communication Ideas

For example, the detergent brand O wants to convey the message "Getting dirty is good
for children" to the target audience of mothers with children aged 2 to 16 years old. The
essence of this message is the perspective on child-rearing: Let your children get dirty, as
getting dirty can help them learn many good things from life. However, mothers who are
usually very busy will not be easily attracted by starting an advertisement with these
"philosophies". And if the O brand simply repeats this message in various communication 13

products such as TV commercials, newspaper articles, or advertising banners, the risk is

that the audience engagement rate will not meet the expected target.

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Creative Communication Ideas

At that time, a creative communication idea emerged: Invite a songwriter to compose a
song on the theme of getting dirty and growing up, then invite the winners of the The
Voice Kid contest to produce a music video. The images in the music video will have
moments of the children getting dirty while playing sports, helping their mothers with
housework, participating in cleaning up or planting trees, ... and of course, the brand will
appear in it. The O brand will promote this music video on YouTube, Facebook ...
afterwards, they can also organize a flashmob dance activity to the tune of the song on
pedestrian streets, and organize a cover song contest for the children with a special prize
of a European family vacation.

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Where Do Ideas Come From?

Creative ideas in traditional storytelling cannot have any set rules or

templates. And in contrast to that are authors with arguments about
methods that allow "producing" a large number of communication
ideas. That may be a very complex debate, and instead of discussing
it, let's look at the problem of ideas from a different angle by asking: 14

Is there any statistic that shows where most communication ideas

typically come from?

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The Origin of Communication Ideas

- From the Communication Message: The idea originates from the communication
message itself, in other words, it originates from the research activities on the floating
values of the brand or product.
- From Audience Research: The idea originates from the research on the target audience
groups, from asking a series of questions such as: What will this audience be easily
attracted to, what events, what information?
- From Social Context Factors: Communication ideas originate from social context
factors, which is the consideration of communication potential on major holidays,
anniversaries, major cultural and sporting events, or a current event that has gained public
attention, such as the release of a new music video by a famous singer.
- From Learning and Synthesis: Communication ideas originate from learning and
synthesizing existing communication achievements. Many perspectives suggest this is a
"modified copy" approach, taking communication ideas from competitors, from foreign
brands, or popular ideas in another field and adapting them to one's own field. The result
is a list of sample communication ideas.

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3. Media Plan and Action Plan

At this point, we have gone through 3 steps in building a

communications plan together: Marketing Research, Proposing a
communications strategy, and Generating communications ideas.
However, in order to "connect" the communications ideas to the
media plan and further to the action plan, there is a gap from "idea to 15

execution" that must be overcome by "fleshing out" or "fully

describing" the communications ideas. There are 4 tasks to be
addressed: Detailing the ideas, planning content production,
projecting the media channels, and setting the implementation
timeline.

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Media Plan - A roadmap guiding communication activities in a

communication plan

The concept of a Media Plan is essentially a document built to provide

detailed guidance on the use of media channels in a communication
plan. The four basic components of a Media Plan include: the media
channels and communication formats to be used; the timeline for
executing activities across those media channels; the budget the
business needs to allocate for each communication format; and the
key performance indicators (KPIs) to measure the effectiveness of
each media channel.

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The Role of the Media Plan

First, the Media Plan serves as a list of communication forms and media that will be
deployed along with their specific implementation timelines. Typically, the planner only
drafts a detailed Media Plan after fully describing the communication ideas. This is
because the communication forms across various media channels will closely align with
the detailed descriptions of the ideas.

Second, the Media Plan is also a table for calculating and allocating the company's
communication budget. Typically, the communication budget of a plan will exist in three
main groups: content production budget, advertising media budget, and budget for
organizing communication activities. And the distribution of the advertising media budget
16
into which channel or form (Google Adwords, Facebook Ads, or SEO...) is always a
headache for communication managers. Budget allocation decisions must be made based
on an understanding of the various forms of advertising communication, pricing models,
as well as current advertising costs.

Finally, the Media Plan can be seen as a scorecard of the effectiveness of each
communication form or medium. As with cost decisions, the development of KPI metrics
is largely determined by an understanding of advertising communication forms. Clearly,
developing a Media Plan is not a task for those who lack experience and understanding of
communication media.

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Separating Communication Objectives in the Media Plan

With communication plans aimed at both basic target types: brand

communication and sales communication, to easily track budget
allocation and calculate KPIs, people often separate these two
objectives in the Media Plan. Additionally, to further detail the
content in a Media Plan, we can add sections to guide each
communication channel (Website, SEO, Facebook, Google Adwords,
Forum Seeding...), and create additional tables to show the total KPIs
and communication budget used.

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Action Plan - How to Implement Communication Activities?

The Media Plan is certainly a detailed guide on the brand's activities

across media channels, but it is not enough to put the plan into
implementation. In reality, after building the Media Plan, we must
continue to build action plans.
The Action Plan is similar to the Media Plan in terms of form, but is 17

more detailed in terms of content by translating each activity on the

media channels into specific implementation tasks for the personnel to
execute.

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The Nature of the Action Plan

In essence, an Action Plan is a document that divides work, sets deadlines, and assigns
KPIs to each employee or team responsible for implementation. A Media Plan is typically
detailed by multiple Action Plans with shorter timelines, for example: a 3-month Media
Plan may be divided into 3 monthly Action Plans. For those with limited experience in
Digital Marketing, two questions arise when starting to create an Action Plan:

• What departments are involved in the implementation of digital communication activities

and what are their responsibilities?

• If the company does not have a staffing structure, can these implementation tasks be
outsourced?

35

Structure of the Digital Marketing Department

Planning Content
Marketing Planners or Brand Managers Copywriters and Designers are
are typically involved in the planning responsible for creating and managing
group. managing content.
Technique Booking
Online Advertising Executives, SEO-ers, PR Executives are typically responsible 18
SEO-ers, and Coders/IT Executives responsible for booking and managing
handle the technical aspects of digital managing public relations activities.
digital marketing. activities.

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Digital Marketing Structure for Small and Medium Enterprises

Depending on the scale and organization of each business, the

structure of the Digital Marketing department will vary from the
model mentioned above. For small and medium enterprises (SMEs),
the changes often come from the multifunctional roles of personnel.
For example, the Head of Digital Marketing at an SME will also take
on the work of the Planning and Booking teams.

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Outsourcing Digital Marketing Activities

If your business does not have the teams mentioned above, you can completely outsource
the implementation of all these tasks. Corresponding to each group of implementation
tasks are different services of Digital Marketing Agencies. To outsource the tasks of the
Planning group, businesses can collaborate with Agencies specialized in market research
or strategic consulting and communication planning. For the tasks of the Content group,
19
we have Agencies providing writing services, fanpage content management services,
image design, and video production. For the Technique tasks, we have Facebook
advertising services, Google Adwords advertising services, and Agencies will charge a
package fee or a percentage-based fee of the implementation cost. And finally, for the
booking segment, there are many Agencies specialized in placing media placements on
online newspapers, forums, and popular fanpages/profiles of celebrities...

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Choosing Between Building an HR Team and

Outsourcing
Whether a business should build an in-house HR team (Insourcing) or outsource
(Outsourcing) their Digital Marketing operations is not a one-size-fits-all answer.
Generally, it depends on the workload, marketing budget, and the specific activities of
each business, which will determine whether there is an Insourcing department or not. For
small and medium-sized businesses, they should not outsource 100% of the work in two
groups: Planning and Content. A simple explanation for this advice is that the work of
developing plans and producing marketing content requires deep experience and
understanding of the company's current state, industry landscape, and customers.

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The Customer's Online Purchase Decision Journey

Customers see product advertisements on 1

Paid Media. This could be on their Facebook
News Feed, Google Search results, banner ads
on online publications, and they are attracted
by the content of the advertisement.

Customers pay attention to the product

2 information and interact with the advertising
content. They click on the advertising content,
which is referred to as a Click. After the
interaction, the customer is directed to the 20
company's Owned Media.
Customers research the product information,
information, which may involve leaving the
the Owned Media and returning to other
other channels. At some point, the customer 3
customer decides to contact the company.
company. They may call the hotline, send a
send a message through the chat window, or
window, or leave their contact information -
information - this is referred to as an 4 After the customer interacts, the customer
Interaction. customer service team will contact the
These potential customers will continue to be customer and try to collect complete contact
cared for by the sales team, who will provide 5 contact information. A customer with
advice and close the sale, resulting in the complete contact information can be added to
customer making a real purchase transaction, added to customer relationship management
referred to as a Sale. management (CRM) software, referred to as a
to as a Lead (potential customer).

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Online Sales Funnel Model

41

4. Measuring the Effectiveness of Sales Communications and

Digital Marketing Plan

This part discusses the complexity of measuring the effectiveness of sales

communications in a multi-channel environment, the role of communications and sales
departments, as well as the factors to consider when planning an effective Digital
Marketing campaign. It provides a detailed list of questions to prepare for the campaign,
including aspects such as website, SEO, social media, advertising, and measuring 21

effectiveness.

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The Complexity of Measuring the Effectiveness of Sales

Communication

In reality, the problem of measuring the effectiveness of sales

communication will always become very complex when businesses
use multiple media channels simultaneously. To evaluate the
effectiveness of communication, managers need support from
monitoring and measurement tools on online platforms, along with
detailed reports on customer sources from the consulting or sales
department.

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The Role of the Marketing Communications Department

Currently, the Marketing Communications department of a business

often manages Owned Media and Paid Media. With the goal of
communications to support sales activities, the objective of this
department is to create the maximum number of Actions and with a 22

CPA (Cost Per Action) within the allowed limits.

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The Role of the Sales Department

In the sales department, their role lies in the following parts of the
funnel model. They must prepare customer response scenarios to
optimize the creation of Leads, and at the same time build and
optimize a customer care process to optimize the creation of Sales.
This also means optimizing the Z and W metrics.

45

Challenges in SME Businesses

- Conflict between the "marketers" and the "salespeople" whenever

the CPS (Cost Per Sale) metric exceeds the distribution limit from the
business
23

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Preparing for an Effective Digital Marketing Campaign

Here are some questions you should consider:

• Do you have a main website yet? Have you registered a domain and built a website or
programmed one from scratch? Have you created a multi-channel website?

• How many satellite websites will you use for SEO? How many keywords are you
planning to optimize for? Please list at least 20 sales keywords. How many SEO-
optimized articles will you have written?

• How many followers does your Facebook page have? Have you set up a Facebook
group to provide customer service? Have you created a YouTube channel and
produced how many videos? Do you have a company introduction video?

47

Advertising and Marketing

• Do you have Google Ads, GDN and Remarketing? Do you run them yourself or hire
someone? Do you plan to run Facebook ads for branding? How much money do you
plan to spend on advertising for a year and how many people do you want to reach?

• Do you plan to run Programmatic ads? What is your plan for running Native Ads?
What is your plan for running Opt-in Marketing campaigns?
24

• How many press releases do you plan to write and which publications do you plan to
place them in? What is your plan for developing Affiliates?

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Customer Care and CRM

• Do you have an Email list and SMS Brandname system?

• Have you invested in CRM - Automation Marketing?
• Do you have a customer care app?

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Short-Term Plan

Please let us know the short-term plan for the next month:

• How much will be spent on advertising for Facebook, Google,

or other advertising platforms?
• Will a sales page be created to sell products? Or will Facebook Ads
be run to sell on Facebook?
25

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Human Resources for Digital Marketing

• Will you hire a dedicated designer or outsource it or learn it yourself? Will you run
Facebook Ads and Google Adwords yourself or hire an Agency?

• Will you write Facebook ads yourself or outsource it? Writing sales copy: How long
does it take to write AIDA-style articles? Will you outsource writing articles for your
SEO satellite pages or write them yourself?

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Measuring Campaign Effectiveness

How much to spend on Sales/Revenue and how much on

Brand/Revenue?
How to calculate CPC-CPL-CPS?
When doing Digital Marketing, it is essential to measure the
effectiveness of campaign channels. 26

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Measuring Effectiveness Tools

The tools we need to measure are:

1. Use Google Analytics and UTM tracking to measure conversion rates

2. Use Facebook Pixels to measure conversion rates from Facebook to actions
on the e-commerce website or Landing Page.
3. Use Heatmap tracking to measure customer behavior on the website to
optimize conversion rates as well as A/B testing.

4. Use the built-in tracking systems in Automation Marketing or CRM to measure the
effectiveness of communication channels or online sales.

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Suggested Measurement and Optimization Tools

Suggestions for effective Digital campaign measurement tools as well

as tools to optimize conversion rates: CRM Pipeline, Hotjar, Google
Analytics, Histat, Facebook Pixels, Infusionsoft, ZohoCRM,
Hubspot...

27

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