NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH LE TRUNG HIEU A STUDY ON SOME FACTORS AFFECTING THE UTILIZATION OF DIGITAL MARKETING ACTIVITIES AT DIGIMIND GROUP AND SOME RECOMMENDATIONS Hanoi, April 2023 NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH CNH TẾ Qy x3 $z z5 , LE TRUNG HIEU A STUDY ON SOME FACTORS AFFECTING THE UTILIZATION OF DIGITAL MARKETING ACTIVITIES AT DIGIMIND GROUP AND SOME RECOMMENDATIONS Supervisor: Ass. Pham Thi Thanh Thuy Lê Trung Hiéu — 11196429 — Business English 61B ACKNOWLEDGMENT First and foremost, I want to express my profound gratitude to my supervisor, Ass. Pham Thi Thanh Thuy, for all of her support and comments during the process of writing the graduation thesis. Her valuable comments and advice are crucial to the writing-thesis process, enabling me to complete the writing in a productive and high-quality manner.
In addition, I would also like to thank Mr. Khoa Dung, my direct supervisor at DigiMind Group, for allowing me to work and accumulate experience in the marketing field. I also wish to express my appreciation to all of my friends who acted as critics for my work to improve and my partner, who spent a lot of time reviewing my work and giving my recommendations. Last, I want to thank all my loved ones, people who have been with me and supported me during this challenging period.
Without their support, it would be impossible for me to finish my work. Lê Trung Hiéu — 11196429 — Business English 61B EXECUTIVE SUMMARY Customers frequently use digital platforms to look for information about products due to the Internet's rising popularity. As a result, companies frequently invest more money in digital marketing platforms. The use of the two primary digital marketing strategies—SEO and social media marketing—shows that DigiMind Group may not fully understand the potential of digital marketing.
The study's goal is to identify the variables that influence the use of digital marketing in the delivery of marketing services at DigiMind Group. The study used a framework that incorporates the AIDA Models and "CUAC" features including content, users' experience, accessibility, and customization to find that DigiMind Group's use of digital marketing looks to be unsuccessful. The majority of survey respondents say they are satisfied with the instructional information on company websites and social media, yet it seems that the content misses "Call-to- Action" and the possibility that low-quality images would spark customers' attention and prompt them to take action is diminished. The online survey was distributed to 50 people who have used and experienced DigiMind Group's website and fanpage.
Regarding the user experience, a simple layout and appealing design have grabbed consumers’ attention effectively, but the technological challenges would hinder them from pleasantly using it. The majority of respondents think that backlinks and customer support specialists are both available. The result, however, also illustrates how unfortunate it is that there is no paid media advertising. DigiMind Group would still need to develop technical skills like SEO in order to push the websites to the highest ranking on search engines.
From personalized services to email marketing to individually tailored advertisements, customization components seem to be in need of improvement. It is advised that the marketing division improve website quality with better technical SEO, better connectivity, frequent updates about the trends, and increased involvement on social networking sites in order to boost the use of digital marketing in the DigiMind Group. Also, the Owned Media Department at DigiMind Group should be established to take over all of the work from other departments so that it can be taken care of better by applying new digital marketing channels and doing frequent assessments of these tools' efficacy. It would be wise for DigiMind Group to ii Lê Trung Hiéu — 11196429 — Business English 61B hire more young marketing professionals and invest more funds in the advancement of digital marketing.
iii Lê Trung Hiéu — 11196429 — Business English 61B LIST OF ABBREVIATIONS AI: Artificial Intelligence AIDA: Attention, Interest, Desire, Action B2B: Business to Business CEO: Chief Executive Officer BOD: Board of Directors CTA: Call to Action DGM: DigiMind SEO: Search Engine Optimization SEM: Search Engine Marketing SPSS: Statistical Package for the Social Sciences 4P: Product, Price, Promotion, Place P2C2S3: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion IV Lê Trung Hiéu — 11196429 — Business English 61B LIST OF TABLES AND FIGURES List of Tables Table 1: Range Interval DDIVISIOTN.-- - <1 193113111 11193 1S HH HH ng rh 4 Table 2: Previous studies on Íram€WOTKS .- 5 <6 + 1v + vn rikp 18 Table 3: Description of each dimenSIOI.- - 6 5 6253 £*skEsekeseereesserek 23 Table 4: Investigation on “digimind.vn” using the AIDA model in a 3-month period TH. 25 Table 5: Investigation on DigiMind Group’s Facebook Fanpage using the AIDA model in a 3-month period 01177. 26 Table 6: The descriptive statistics of Contents of DigiMind Group’s website and Facebook G1. 30 Table 7: The descriptive statistics of Users’ Experience of DigiMind Group’s website and Facebook fanpage.ecceessccssesseceesseceseesececesecseceseseceaeeeeenesseeeneeaees 33 Table 8: The descriptive statistics of Accessibility of DigiMind Group’s website and Facebook Ẳ01i 1 nh.
36 Table 9: The descriptive statistics of Customization of DigiMind Group’s website and Facebook ÍanDAØ€.- --- - 5 kg TH nu TH HH ng nà 38 Table 10: Range of interval IVISIOT.- óc 1 2319911211 91 911 hư nrh 40 Table 11: Descriptive statistics of DigiMind Group's website and Facebook fanpage Mú. 41 List of Figures Figure 1: Frameworks on factors affecting digital marketing utilization in providing marketing service at DigiMind Group 23 Figure 2: The respondents' attitude toward the website "digimind.vn" and the DigiMind Facebook fanpage's contents 28 Figure 3: The respondents' attitude toward the website "digimind.vn" and the DigiMind Facebook fanpage's Users’ Experience 32 Figure 4: The respondents' attitude toward the website "digimind.vn" and the DigiMind Facebook fanpage's Accessibility 35 Figure 5: The respondents' attitude toward the website "digimind.vn" and the DigiMind Facebook fanpage's Customization 37 Figure 6: Preferred Strategy for Digital Marketing 45 Lê Trung Hiéu — 11196429 — Business English 61B TABLE OF CONTENTS ACKNOWLEDGMIENTT. 5-5-9 HH HH 000000000900 i EXECUTIVE SUMMARYY. II HH HH 000808 50 ii LIST OF ABBREYVIA THON.
HH HH 000000000 058000008040060 iv LIST OF TABLES AND EIGURES.--- œ5 5G 55s s1 10005650565 Vv TABLE OF CONTENNTTỀ. Research 0jj©CẨÏVS. Scope Of the T€S€iAT-CHH. Structure of the SÍUICỈY.
Significance of the SUYy.064 080 5 CHAPTER 1: INTRODUCTION OF DIGIMIND GROUP. co Họ nọ. Vision — Missions — Core values .909 5599999090980999 996 7 CHAPTER 2: LITERATURE REV|IHEỀY.o Go HH HH HH0 ngu” 9 2. Definition of mark€tÏnE.
Definition of Digital MarketÏn. Advantages of Digital Marketing .-- << se se e1eseesseesse 12 2. High degree of LHÍ€TQCÍVỈÍy. High degree of medsurdÙiÏiÍy.
High degree of perSOHQÏlZfÍOHI. InCcredSIHĐ CUSLOMEL COIV€HICHC. Promoting user involvement and COHHHUHHICQfÍOH.e<<<<<< 13 Lê Trung Hiéu — 11196429 — Business English 61B 2. Requiring less initial ÏHV€SÍTHCHHÍ.
Appropriate for small and medium-sized businesses as well as SUCTEUDS woscssscssssenssesscsssssenscssscssscsssssenscsssssscsessssssessscsssssssssssacsenssssssessesensessessonssonss 13 2. Digital Marketing Tools:. SEM and SE(.- SH HH HH nung 13 2. se HH ngư 14 2.
Social media mmAarKk€flng. Digital Displays AdV€TfISIHE. co SH Y1 9611 se 15 2. co HH ngư 16 2.7, Affiliate \MĨqr@fing.
Previous study and ẨraI€WOTFÌK:.0 G5 5G S55 995 99 95986995895599955896 17 CHAPTER 3: SOME FACTORS AFFECTING THE UTILIZATION OF DIGITAL MARKETING ACTIVITIES AT DIGIMIND GROUEP. Investigation on DigiMind Group's digital marketing utilization using the AIDA model. Investigation on the website 'digimind.vn"' and the DigiMind Facebook fanpage's COIIẨ€TIÉS. Investigation on the website 'digimind.vn"' and the DigiMind Facebook fanpage's Users’ Experience.
Investigation on the website 'digimind.vn"' and the DigiMind Facebook fanpage's ACCeSSIDIIItLY. Investigation on the website ''digimind.vn"' and the DigiMind Facebook fanpage's Customization. Overall investigation on the website ''digimind.vn" and the DigiMind Facebook fanpage through four aspects .sscssscscsesssessceesceescessscessceesceees 40 CHAPTER 4: RECOMMENDA TIONS. on ng nga” 43 4.
For the DigiMind Group Business. For the Marketing process of DigiMind Group) .G cọ Họ HH. 010090090 49 Lê Trung Hiéu — 11196429 — Business English 61B APPENDIX .cccsssssssssssssescsssessssscssssssssesssssssssssssesssssesscsssssassesssssssessessesscssessassesseses 53 vill Lê Trung Hiéu — 11196429 — Business English 61B INTRODUCTION 1. Background Several business-to-business (B2B) companies are adopting digital marketing to enhance client acquisition.
Digital marketing also enables precise targeting of prospective customers in addition to experience in life interaction strategies (Pandey and Gudipudi, 2019). For instance, B2B marketing executives may communicate with executives from user departments by using LinkedIn without trying to go through numerous levels. This will help B2B leaders enhance their sales productivity. It also helps with the real-time monitoring of sales conversions and B2B customer interaction.
Also, it makes it possible for content to be produced dynamically in accordance with the viewing habits of prospective customers. Although being a part of B2B organizations' marketing strategies, digital marketing is still a relatively new field of study. In fact, many companies believed until recently that B2C companies were the only ones that could profit from digital marketing (Lacka and Chong, 2016). Yet, examples of successful B2B digital marketing campaigns from firms like Cisco and IBM have gradually changed this perspective (Venkatesh et al.
Companies understand that B2B digital marketing enhances information flow and customer trust (Krishna and Singh, 2018; Pandey, 2015). The return on investment (RoI) of many organizations is impacted by their total ignorance of the best B2B digital marketing techniques (Wertime and Fenwick, 2011). Moreover, as this industry is continually evolving due to the continuous influx of new technologies, the usage of digital marketing demands regular study (Shaltoni, 2017). Since the World Wide Web was initially developed in the 1990s and is now the Internet of Things, the Internet has seen substantial evolution.
Thanks to digital media, B2B clients now have the ability to obtain data on a variety of goods and services that weren't previously easily accessible to purchasers. Such information assists B2B customers in making decisions. Via their websites, blogs, online business groups, or social media, B2B companies should maintain a credible online presence (Pandey and Shinde, 2019). Managing customer interactions throughout all platforms, including the Internet, is essential for B2B organizations.
The present study aims to assess this developing topic by emphasizing the major emphasis of how much analysis has been conducted currently regarding the usage of digital marketing in the B2B sector and what are the possible research prospects for the future. Lê Trung Hiéu — 11196429 — Business English 61B The purposes of this research are to examine factors that affect the utilization of digital marketing at DigiMind Group; to provide Digital Marketing solutions for raising the effectiveness of Digimind Group. The number of Internet users has significantly expanded, making it the most widely used form of communication in the world. Particularly, the majority of Internet users nowadays are information savvy, rapid learners, and have a significant impact.
As a result, the digital marketing aspect is crucial to any business. Rationales Following the trends during and after the Covid-19 pandemic, DigiMind Group has applied a number of digital marketing strategies to attract more attention from potential clients, including SEO and social media marketing (SMM). However, these strategies do not appear to be having a profound impact as well as being used effectively at DigiMind Group. Evidently, DigiMind Group’s primary website, “Digimind.vn” records fewer total visitors when compared to their rival, EloQ Communications’ website “eloqasia.
Moreover, DigiMind’s Facebook fanpage “DigiMind Group — Hé sinh thai BrandMarcom” also has a limited number of engagements, falling short of the full potential of digital marketing. The limitation of the two digital platforms also hinders the potential of redirecting resources to develop other channels such as email marketing. Therefore, the researcher decided to conduct the study “A Study on Some Factors Affecting the Utilization of Digital Marketing Activities at DigiMind Group and Some Recommendations”. Research objectives The purpose of the study was multi-fold.
Firstly, it aimed to provide basic knowledge about digital marketing and the various types of digital marketing tools available.