NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH MN > TE Q, CH: ` CURRENT SITUATION AND SOLUTIONS FOR MARKETING PROMOTION ACTIVITIES ON YOUTUBE AT HAPPY CONSULTING AND TRAINING JOINT STOCK COMPANY Hanoi, March, 2023 NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH MN > TE CH: Nés s!) CURRENT SITUATION AND SOLUTIONS FOR MARKETING PROMOTION ACTIVITIES ON YOUTUBE AT HAPPY CONSULTING AND TRAINING JOINT STOCK COMPANY Supervisor: Ph.D Nguyen Thi Hong Hanh Hanoi, March, 2023 Doan Quynh Chỉ — 11190803 - Business English 61A ACKNOWLEDGMENT First of all, I would like to thank all the lecturers of the Faculty of Foreign Languages of the National Economics University for equipping and enthusiastically imparting knowledge to me during 4 years of research and study at the university. In particular, I would like to express my gratitude to Ms. Nguyen Thi Hong Hanh - who wholeheartedly supported me during the internship and completed the graduation internship. At the same time, I would like to express sincere thanks to the management board and all staff of Happy Consulting and Training Joint Stock Company for creating favorable conditions to guide the author to successfully complete the internship.
Although I have tried to research to best complete the topic, it will still be difficult to avoid shortcomings. Therefore, I look forward to receiving comments from teachers to contribute to improving this topic. Doan Quynh Chỉ — 11190803 - Business English 61A EXECUTIVE SUMMARY The study shows three recommendations for marketing promotion activities to boost revenue for Happy Consulting and Training Joint Stock Company's YouTube channel: YouTube advertising launching, content orientation, and influencer marketing activities' ideas. The analysis and conclusions of the study are based on data provided by the company, YouTube Studio and a survey of 280 viewers of the Tue An YouTube channel.
The topics that audiences are interested in on the channel are three topics about marital conflict, personal development and pre-mariage. In particular, the interest in the topic of pre-marrigae is increasing, but the company has not focused on it in the past time. The company needs to maintain the existing effectiveness of suggested videos and browsing feature videos to retain potential customers. The Tue An YouTube channel can also focus on creating content for videos on the Shorts platform, which is a new and growing YouTube feature.
Growth on search is not the channel's strength and it will be easier for the company to continue to develop the channel and product brand based on the influencer Tue An. The content on the overview channel is considered attractive enough because it has the ability to retain viewers at an average viewing time of up to 50%. On the contrary, content creators need to improve their titles and thumbnails in general to capture viewers’ attention and increase video click-through rates. The audience on the channel shows little signs of being bored with the content, so the channel may consider changing and updating more about the topic or genre of content.
Based on demographics, it can be seen that the actual audience of the channel matches the target customer group set by the business. The channel need to encourage viewers to watch livestreams/videos longer and encourage channel subscribers because these rates are still low. Surveys and statistics show that the channel is receiving affection from the audience and the audience has a certain image of the channel's brand. On the basis of these findings, it is recommended that future research may further examine market popular topics and customer awareness of the product.
A deeper understanding of the operating rules and direction of the YouTube channel could be encouraged for future researches. ii Doan Quynh Chỉ — 11190803 - Business English 61A LIST OF ABBREVIATIONS Abbreviation Definition ATL Above the line Ads Advertising BTL Below the line CEO Chief Executive Officer KOL Key Opinion Leader TTL Through The Line 1H Doan Quynh Chỉ — 11190803 - Business English 61A LIST OF TABLES Table 1. Video groups deployed on Tue An YouTube channel until March 2023. Special gifts/ incentives for each product of Happy Academy.
The comparison of two types of advertising - ATL and BTL. Viewers’ evaluation of the content quality on the Tue An YouTube Table 3. Evaluation the level of customer interaction with YouTube channel. 44 1V Doan Quynh Chỉ — 11190803 - Business English 61A LIST OF FIGURES Figure 3.
Content topics that posted on the Tue An YouTube channel from December 2022 to February 2023. Content topics that customers are watching on the Tue An YouTube channel from December 2022 to February 2023. Topics of interest to the audience on the Tue An YouTube channel 35 Figure 3. Statistical results of traffic source of the Tue An YouTube channel from December 2022 to February 2023.
Searched keywords of the Tue An YouTube channel from December 2022 to u02 SN. Impressions and click through rate of the Tue An YouTube channel from December 2022 to February 2023. Viewers’ evaluation of the content visual quality on the Tue An YouTube channeÌL.-- -- -- + + + E3 1 9 ng ng tr 39 Figure 3. Audience’s gender and age of the Tue An YouTube channel from December 2022 to February 2023 oo.
eee eesecseessceeeeeeeseeeeeeees 41 Figure 3. Audience’s country of residence of the Tue An YouTube channel from December 2022 to February 2023. Average percentage viewed ratio of each type of content on the Tue An YouTube channel from December 2022 to February 2023. Watch time from subscribers of the Tue An YouTube channel from December 2022 to February 2023.
The application of the channel’s knowledge by viewers. The number of purchases for each product on the Tue An YouTube Figure 3. Evaluation of the results after applying the knowledge of the Tue An YouTube ”S VI€W©TS. c 202030303030301101 101K 22355555 51 Doan Quynh Chỉ — 11190803 - Business English 61A TABLE OF CONTENTS ACKNOWLEDGMENT.
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0010100 00000080080908900 1 CHAPTER 1: INTRODUCTION OF THE COMPANY. Introduction and Organizational SfrUCẦUIF€. Establishment and development h1SOTV. Functions and duties of the company.
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Promotion in Marketing. eee eee escceseesneesecssecssecesecseeseesseccesseesseesseesaeeseesseesseesees 16 2. Types of Promotion Marketing Strategies. YouTube platform OVCT'VÏCWW.
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Content trend on the channeÌ. Evaluations of marketing activities on the channel. Solutions to promote marketing activities on You Tube. Development OrI€nfafIOTI.
Recommended promotional activity .- ---c«cscsesseesrske 46 CHAPTER 4: RECOMMENDA TIONS.08040090940090908940809406096 53 Doan Quynh Chỉ — 11190803 - Business English 61A 4. Suggestions for further Studies. HỌC HC HC 0.0 000 000060008006 VI Doan Quynh Chỉ — 11190803 - Business English 61A INTRODUCTION 1. Background The purpose of this thesis is to study the current situation and solutions to promote the Happy Consulting and Training Joint Stock Company's marketing activities in order to increase the revenue that the YouTube channel brings.
Appropriate solutions will be considered and drawn from remarkable points in the current marketing activities of the business. YouTube is one of the world's second most visited social media platforms and a great tool to use in social media marketing (Mat Bao, 2021). If the business knows how to perform marketing activities on YouTube channels, they can bring a lot of effectiveness to promotional marketing activities about products or services of their personal brand. Happy Academy is a new business and is growing day by day.
Currently, the business is operating mainly to promote the personal brand "Tue An" in the field of psychotherapy. Social networking platforms are the main marketing channels of the business that bring them the main source of revenue. YouTube is considered as a potential channel that the company wants to target after the success of marketing activities on Facebook and Tiktok. In the opening part of this thesis, the author would like to state the significance of this study, the objectives and research questions.
The author also will discuss the scope and the research methodology of this study. Rationale Nowadays, under the development of modern society, marketing plays an increasingly important role in promoting the revenue and development of the business. Almost every business outlines its own marketing strategy to affirm its position compared to competitors and develop strongly in the market. Marketing is like a bridge that brings businesses and customers closer together.
The development of Vietnam has lead to the technology of the 4.0 era, which is also constantly changing. Online marketing platforms are becoming more and more accessible and bring great impacts to the effectiveness of marketing activities. Each technology and digital platform allow marketers to implement different marketing strategies. Digital businesses can achieve greater marketing reach and effectiveness than traditional marketing.
Businesses understand that and tend to Doan Quynh Chỉ — 11190803 - Business English 61A constantly develop, explore and create more marketing activities to attract customers. Besides, marketing must also constantly change in a positive direction to ensure effective business operations as well as better quality of people's lives. Therefore, the role of Marketing is essential not only in the present but also in the future. Currently, there are many digital marketing platforms for businesses to choose from.
Marketers not only find it easy to execute a marketing plan because there are so many platforms to choose and execute, but also find it difficult to choose the right platforms at the right place and right time to push media campaigns. There are some large marketing platforms such as Google or Facebook that businesses find it difficult to take full advantage. Therefore, marketers in the 4.0 era must be really good, flexible and, importantly, always wise. As a business that operates on the basis of being close to customers and sharing knowledge flexibly, Happy Consulting and Training Joint Stock Company (as known as Happy Academy) chooses to focus on social networking platforms.
Social Media Marketing is a great way for businesses to increase brand awareness to customers. Businesses can also freely create a playground that engages customers and strengthens their affection for products and services. Currently, Happy Academy is present on Facebook, Tiktok, YouTube and Instagram platforms. In which, Facebook is the main communication channel that actively promotes marketing activities and is also the main revenue channel.
However, in line with the company's expansion goal in 2023, the expansion and development of social media platforms is inevitable. Happy Academy is on the verge of expanding and exploiting revenue from the YouTube platform. So far, the company has not invested in exploiting customer files for the purpose of selling products on the channel. Therefore, the channel needs to be improved and developed to meet the upcoming directions.
To do this, it is necessary to keep the YouTube channel having a stable and increasing traffic volume, however, the average traffic and views of the YouTube channel are tending to decrease, leading to fluctuations in the number of views and monthly channel revenue. Stemming from that fact, the author chose the topic "Current situation and solutions for Marketing promotion activities on YouTube at Happy Consulting and Training Joint Stock Company" with the desire to be able to assist in locating the problems that the company are facing in the process of promoting marketing activities on YouTube channel through collecting and Doan Quynh Chỉ — 11190803 - Business English 61A evaluating data, conduct surveys and measure results, and create suitable marketing ideas for the channel.