Social Media & Mobile Marketing

Client

"Social Media and Mobile Marketing" is a practical course that explores how brands can strategically use social media platforms and mobile technologies to connect with modern consumers. Throughout the course, I learned how to design integrated marketing campaigns tailored to mobile user journeys, develop platform-specific content, and apply customer insights to enhance engagement, retention, and advocacy. The course also emphasized performance measurement, content strategy, and the role of innovative app features (like AR and AI) in driving user acquisition and brand loyalty.

In this project, I was responsible for developing a seamless mobile marketing deployment plan tailored to the Panasonic brand. Building on customer personas and insights identified earlier, I proposed three innovative app features integrating AR, AI chatbot, and in-app push/display advertising. I then crafted strategic mobile tactics aligned with each stage of the mobile customer journey (acquisition, retention, and advocacy), ensuring users were guided intuitively through new functionalities. This plan aimed to directly support Panasonic’s objective to double monthly active users (MAU) and increase app retention, showcasing my ability to translate customer insight into technically sound, business-driven mobile strategy.

Task allocation

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This assignment strengthened my ability to formulate and implement effective mobile strategies, aligned with Vietnam’s rising need for seamless digital customer journeys. I also gained hands-on experience in measuring mobile KPIs and user retention, and proposing mobile solutions that support long-term communication goals. These skills are highly relevant in Vietnam’s mobile-first landscape, where optimizing app engagement and customer experience is essential to business growth.

Learning outcomes

This course reshaped how I approach digital strategy, showing me that mobile is not just a screen, but a journey. I learned to design touchpoints that don’t just sell, but serve to connect, guide, and retain users in ways that feel intuitive, relevant, and human.