NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NGUYEN NGOC THAI ANH THE EFFECTIVENESS OF THE DIGITAL MARKETING USAGE ON ENHANCING BRAND AWARENESS OF HAIDANG GROUP Hanoi, March 2023 NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NGUYEN NGOC THAI ANH THE EFFECTIVENESS OF THE DIGITAL MARKETING USAGE ON ENHANCING BRAND AWARENESS OF HAIDANG GROUP Supervisor: Nguyen Thi Hong Hanh, PhD Hanoi, March 2023 ACKNOWLEDGMENT First and foremost, the research could not have been finished without the dedicated assistance of my dear instructor, PhD Nguyen Thi Hong Hanh. I owe her a debt of gratitude for giving me the opportunity to carry out the study and for providing me with invaluable guidance as I conducted it. It is a privilege for me to carry out the research with her direction. Additionally, I want to thank her for being a great friend, sympathetic individual, and wonderful source of humor.
Secondly, I want to thank my family for helping me out financially and emotionally. Because of their acceptance and tolerance, I was able to overcome several challenges while conducting the research. Finally, I want to thank my friends and respondents for taking the time out of their busy schedules to answer my questionnaire. They gave me a number of suggestions on how to make this study unique and truly helped me to gather diverse facts and data.
EXECUTIVE SUMMARY Due to the rising popularity of the Internet, customers frequently use digital platforms to look for information about products and services. As a result, companies frequently invest more funds in digital marketing platforms. It can be claimed that food and beverage is one of the industries benefiting greatly from the development of the digital world, particularly now that widespread covid-19 immunization appears to be nearly achieved and restrictions are loosening. However, in terms of utilizing the two primary digital marketing tools - SEO and social media marketing - Haidang Group restaurants seem not to explore the full potential of them, which has significant effects on customers’ brand awareness.
Therefore, the aim of the study is to identify the factors that determine the use of digital marketing platforms to provide restaurant services to customers and the influences this usage could have on brand awareness at Haidang Group restaurants. The study includes four main chapters. The first chapter provides general information about Haidang Group such as the company’s mission, vision, core values, products, services and its organizational structure. The second chapter explains the background information on marketing definitions, digital marketing benefits, various types of digital marketing tools, brand awareness definitions, levels of brand awareness, and effectiveness of utilizing digital marketing on brand awareness.
The next chapter describes the current situation of the Haidang Group restaurants’ use of digital marketing, analyzes the AIDA model's four components - content, popularity, user experience, and customization - and demonstrates the effectiveness of them on customers’ brand awareness. Through applying the framework that combines the AIDA Models and "CUPC" aspects, encompassing content, users' experience, popularity, and customization, the researcher discovered that Haidang Group's usage of digital marketing appears to be ineffective. An online survey about the two platforms was sent to 52 customers. The majority of respondents express satisfaction with the informative content on the company website and Facebook fan page, but it appears that there were many wording errors and the information was not updated frequently, which lowers the probability that viewers will turn their desire into action.
Regarding the user experience, a straightforward layout and attractive design have successfully drawn consumers’ attention, but technical issues would prevent them from enjoying it pleasantly. When it comes to accessibility issues, most of the respondents agree that they can easily reach advertising coverage, and backlinks. However, to drive their web li pages to the highest ranking in search engine tools, the company would still need to improve technological skills like SEO. In addition, customization features work well in personalized services, custom itineraries, and unique advertisements, but individual responses to customers still need improvement.
The aforementioned factors in digital marketing usage of the company resulting in customers’ brand awareness. There are some positive sights in terms of brand recall and brand recognition, since a large number of respondents said that the platforms assist them in remembering some features of the brand such as name and logo or making Haidang restaurants become their recommendation for others. Nevertheless, regarding top-of-mind brand awareness and brand dominance aspects, the answers reveal that Haidang restaurants hardly appear first in customers’ mind or become the only brand that they think of. ili LIST OF ABBREVIATIONS AIDA: Attention, Interest, Desire and Action CUPC: Content, Users’ experience, Popularity, and Customization SEM: Search Engine Marketing SEO: Search Engine Optimization iv LIST OF FIGURES Figure 1: Leading benefits of using social media for marketing purposes worldwide as of January 2022 .- --- cc + c1 33 31 1e 3 Figure 2: Share of consumers who regularly use online reviews to help with homeware purchase decision worldwide in 2021, by country .1: Content aspects of “haidangplaza.vn” website and Haidang Group’s Facebook 00 Ẻ.2: Users’ experience aspects of “haidangplaza.vn” website and Haidang Group’s Facebook fan page.3: Popularity aspects of “haidangplaza.vn” website and Haidang Group’s Facebook fan page .4: Customization aspects of “haidangplaza.vn” website and Haidang Group’s Facebook fan page.5: The influence of the two digital channels usage on customers’ brand ise-11815 201757.6: The effectiveness of the two digital channels usage on customers’ brand recognition leVel 00.7: The effectiveness of the two digital channels usage on customers’ top- of-mind awareness Ï€VGÌ .- --- «k1 vn ng nh 43 Figure 3.8: The effectiveness of the two digital channels usage on customers’ brand dominance level.
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The definition of digital marketing. Advantages of digital mar€(ÏTE. Digital marketing tools. Brand awareness in Marketing.
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Recommendations for Haidang Group’s Marketing Department. GHI CC HH HH. so 5 << HH HC HH HH HH 0000000090050 54 APPENDIYX.040 1000009600809080 57 vill Nguyễn Ngọc Thái Anh - 11196219 - Business English 61C INTRODUCTION 1. Background In today’s competitive market, consumers choose their favorable and familiar brands due to the rise in their consciousness.
Consequently, it is necessary for businesses to create the love for their brands in the minds of consumers. They should balance between constantly capturing and updating the latest trends in the market to create benefits for businesses and satisfy customers’ demands. The crucial means to help businesses access the market and be the bridge between the market and the customers are marketing activities. However, consumers can be exposed to a lot of information and brands from many different sources such as social networks (Facebook, Instagram, etc.) or newspapers and magazines.
Therefore, they are more likely to be overloaded and cannot remember all the information they had seen throughout the day. In the marketing field, brand awareness is considered the fundamental dimension of customers’ purchase intentions. Whenever a customer is willing to buy a good or service, the first brand name that clicks in his or her mind shows that this product has higher brand awareness. In the past, brands simply used marks, symbols, or numbers to differentiate their products from others.
Various features have then been developed to deliver the product value to customers. A typical example is advertising, which is not only appealing to the potential buyers and target audiences but also catches the attention of those who are not part of the potential group, increases the brand awareness, and gives the consumer understanding of how to utilize the products (Rawat, 2022). If businesses maintain high levels of brand awareness, they will be likely to generate higher levels of revenue because many consumers have a tendency to purchase and use goods or services from familiar brand names compared to unknown ones, as 59% of global consumers prefer to buy new products from brands familiar to them (Nielsen). Most businesses nowadays have to implement new models in marketing operations due to the rapid growth of information technology and its effects on customers’ behavior.
For example, a company’s website could provide value and showcase content that matters to the customers such as price, origin, instruction of their desired products and services with only a click. In addition, the ones who use digital communication tools are no longer satisfied with just reading or watching Nguyễn Ngọc Thái Anh - 11196219 - Business English 61C the content presented to them, but rather they like to share the content with others, which could create and raise brand awareness and affect the businesses’ income.