VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION APPLYING DIGITAL MARKETING IN SMALL AND MEDIUM ENTERPRISE IN VIETNAM — THE CASE OF AM OUTSOUCING SERVICE COMPANY Supervisor’s name: Associate Pro Dr. Nguyen Viet Khoi Student’s name: Ho Thi Ngoc Student ID: 11050222 Intake: QH2011-E Program: International standard Hanoi — May, 2015 TABLE OF CONTENT ACK NOWLEDGEMEN HácssensnnniiiniiisisivdlikiEii103363160164614531165180404651502130081448330006146064696608384 iii BIN9)090055 5. IV LISTIOP FIGURES Erssgoroa DEEGS0SGGI0NEGEDRSIOEEEINOEIRDAORIEIQESMSAERGNIEUGGSSUUSSiiNSsuagsdi Vv ABS TRACY sescsecenssvensscsanecsconvenewsenswseewsscaeaauswaveneucuscetsiest uae savusasuutunveness eanivuaswecnasbucesousewexatseses Vi INTRODUCTION 10177. | CHAPTER Te LITERATURE REVIEW x01 00 TGOQIQJGDAEIGEGIEASIHESENRWOISNABBsguagt 4 J.
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n1 HS HT TT TH ng KT ky 50 i AZ WE DSIRE eccesrsuscsenasenceonnareusnenevacusais mrcensaasieneneeneaaneaeapavsaunness tnenseumranensaummemeneemmerseonommerauererns 50 1.3: tar ARK CUD acoso case 00A0 00L BiLEEDANGiaotdbiiitbcultlrsiouriiossdttrlenooritt 51 4.4, Imipfove thé interaction Of social Media cocsnsesgsvsseiiA446648003126063133133841838445853543444845648 52 SN) 0à n3. SEO activities nh. 54 CONCLUSION sang coi eSESGEBYGEG4S31544443193448830844434189E3938353888933338839413S04S6383S88030133804041480888 55 ›4<30 coi l0. ớớớớớớớớớớớớớớớớã6ãỗ6ã Cố Cố Cố co 57 li ACKNOWLEDGEMENT I would like to express my deeply gratitude to all those who have facilitated for me to complete this thesis.
In every step of the thesis, I have received enthusiastic support, suggestions and encouragement of supervisor and my colleagues at the company. First, the I would like to express our deep gratitude to supervisor Associate Professor Dr. Nguyen Viet Khoi for helping me with all your heart, as well as offering valuable comments and suggestions. Thanks to your help, I can complete my thesis better.
Besides, I also received the share, suggestions from friends, my colleagues and director Vu Huu Hao of AM Outsourcing Service Company. Addition to international work instructions and to create favorable conditions to finish my research into practice, they also helped me understand the value of the work that I was pursuing. At the same time, I would like to thank all of them that helped me answer questions during my work. Last but not the least, I would like to thank University of Economic and Business — Ha Noi national university.
especially Faculty of Business Administration for creating a wonderful study environment for me to develop myself through last four years With limited time conditions as well as knowledge and limited experience of a student, I cannot avoid some errors in this report. I look forward to the valuable feedback of the lectures to have additional conditions to improve my knowledge. Once again I would like to sincerely thank. Student Ho Thi Ngoc IV LIST OF TABLES Table 3.1: Usability ¿-ccccsxcccic6cs6 ni ng ác 6á 0 6t 00100146116661500360502004414605460604160 140120686 0696584 141405480445 C80 29 Table 3.2: List of some keywords that AM company uses to push the search engine visibility Tablé:3.3: Competitors Fanpages) sscccecissevscascsctsssvasncsvacavsdeaenevasn werent nie ieee ENS 37 Table 3.
cà TH ng ng KĐT kg key 38 LIST OF FIGURES Figure.12 Le 20 sang anh n H8 cà 100kg 4010g 00 0010165560 l0ốA48S8d00030006⁄ cong HT TT HT HT nh TH ng ro 27 Figure 3.3: Overview of users behVIOF.- -- cv nh ng ngờ 3] Figure 3.4: The percentage of channel SÓUTCEsssu05646014464444865.5! OVGIVieW OT TAN DARE esc macmamummmnonnmcannnananamn 35 Figure:3.6: Evaluation the Facebook activity wasscissucssveessascsssscevseesrverseceveasaarecasseanvesens 39 Figure 3.7: LinkedIn Update DOSÍ.-- án HH TT nhọ nhàng HH HH 42 Figure 3.- cv 1111313 2211111199 11 91111 nàng ket 43 Elfre 3.5: LinkedIn pape VIEWSöuudccidioviG(03460G058634S0560805ã69GWS08qisgag 43 Figure: 3/10) AMOSEC TT Witter PBBEoocsigii000600G04810195464438145046G6ESIASSEEEESSSIAYLSSV4SEENUGSSEQ8 44 Figore:3.112AMOSC Google Plus page ssscssscsesmssunsssvessavencossvesavsronvsorasnseneaversaneocesnnass 45 Figure 3.12: Total view of AMOSC Google Plus page .13: AMOSC Google+ page InSIgl(. cv nh Hy reo 46 Figure 3.14: SEO for keyword “virtual assistant Vietnam.cccccsSseeexke 48 vi ABSTRACT The thesis examines the effect of applying digital marketing in Small and Medium Enterprise in Vietnam, especially in case of AM Outsourcing Service company in order to find the best ways to take advantages of digital marketing for SMEs. Digital marketing is considered as an effective method of marketing activities, especially for small businesses. Therefore, the researcher attempts to investigate the impact of fore main dimensions of digital marketing in AM Outsourcing Service Company: Website, Email marketing, social media and SEO.
Base on the. Specifically, data used in making analysis was collected from analytics tool of Google and from company marketing report. It indicates that digital marketing plays an important role in marketing activities in some specific aspects. In addition, based on the findings, the thesis also gives some suggestions for AM Outsourcing Service Company to further improve digital marketing activities.
Limitations of the study, directions for future research, and implications of the findings are discussed, as well. The significance of research: Digital marketing becomes a popular trend applied in almost business industries in Vietnam. Not only the big companies have update this marketing activity, but it’s also very useful way for small and medium enterprises (SMEs) in market. SMEs usually have the shortage of finance and budget for marketing activity.
Therefore, they have to choose the appropriate ways to promote their products and services. And digital marketing is regarding as the ideal choice for all of them. Purpose of the research e Review the digital marketing for SMEs e Applying the digital marketing theory in case of AM Outsourcing service company (AMOSC) e Evaluate the effectiveness of digital marketing of AMOSC e Give some recommendation to improve the digital marketing activities in AMOSC company The research takes places in a small company that provides services for foreigner partners. Therefore, the aim of research is to estimate and valuate the digital marketing applied.
From that, we can know whether it is effective or not and how the company take advantage of digital marketing. When taking a deep research, we can give some ideas and suggestions to improve the marketing activity. Research objectives e AM Outsourcing Service Company. Research question e What are suitable digital marketing channel for AM Outsourcing service company ? e How do these digital marketing affect the sale of company? e In general, what should SMEs do to take advantage from digital marketing 5.
Scope Space dimension: The research take place in AM Outsourcing Company, a real small business Time dimension: e Secondary data: From previous research e Primary data: take place in the current time of the company Content dimension: The research focuses on digital marketing, especially digital tools that applied for company. Research task Task 1: Find the relevant research as secondary data and give the basic theory about digital marketing and some contribution of previous research Task 2: Do the research in company to evaluate the digital marketing activities applied Task 3: Discussion about the effectiveness and give some recommendations 7. Contribution of the research The research hopes to give the picture about marketing activity in SMEs in Vietnam to find out the suitable solutions. And it’s will be the open topic for the followers to continue and update the new trend in digital marketing.
Outline of the thesis Chapter 1: Literature review e State concepts/terminologies which are related to the digital marketing topic e Summary previously documents /studies related to research topics Chapter 2: Methodology © Qualitative method: deep research and observations e Quantitative method: give the model Chapter 3: Research context and Findings e Introduce company and the activities e describe the problems of the company and give some reasons e Describe and analyze the research results obtained Chapter 4: Discussion e Base on the reasons, give the solutions CHAPTER 1: LITERATURE REVIEW 1. Snall and medium entrepreneurs (SMEs) SMEs is a business that maintains revenues or a number of employees below a certair standard. Every country has its own definition of what is considered a small and mediun-sized enterprise. Accoriing to OECD in 2005, Small and Medium-sized enterprises (SMEs) are non- subsidary, independent firms which employ fewer than a given number of employees.
This rumber varies across countries. There are three broad parameters which define SMEs e Mcero-entities are companies with up to 10 employees « Small companies employ up to 50 workers « Medium-sized enterprises have up to 250 employees. Business activities of SMEs are very, from the single artisan, producing agricultural implenents for the village market, the coffee shop or public internet café to a small software firm selling in overseas markets and a medium-sized automotive parts manuficturer selling to multinational automakers in the domestic and foreign markets. These firms operate in very different markets such as urban, rural, local, national, regionil and international); with different levels of skills, capital, sophistication and growtt orientation, and may be in the formal or the informal economy [5, pp.
SMEs play an important role in the development of countries especially in developing econony like Vietnam. In present competitive and challenging global environment, an extrerely viable and dynamic SME sector is essential for the economic development of developing countries. SMEs are engine of growth in prosperous and growing econony and play an important role in creating economic growth. SMEs contribute to econonic development by creating employment for rural and urban population, providng flexibility and innovation through entrepreneurship and increase intzrnational trade by diversifying economic activity.
Their role in income generation an] economic growth for developing countries is critical. Marketing and digital marketing 4 1. Marketing There are some different ways to define the marketing but the main target of merketing is making and developing the connection between supplier and consumer to capture the value from customer in return for long time. According to the American Marketing Association “Marketing is an organizational function a set of process for creating, communicating, and delivering value to customer and for managing customer relationship in way that benefit organization and its s:akeholder” The following definition of marketing was approved by Philip Kotler and Gary Armstrong (2006): “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” [6].
Kotler and Armstrong developed their original definition to recognize the importance of the longer-term relationship with the customer. In conclusion, marketing can be defined as the process of determining the needs and wants of consumers and being able to deliver products that satisfy those needs and wants. Marketing become the bridge moving a product from the producer to the consumer 1 2. Definition of digital marketing Ligital marketing term is now very popular with every businessman in almost market sectors and its definition is also found in various approaches.
For instance, Business Dictionary defines “Digital marketing is the promotion of p-oducts or brands via one or more forms of electronic media. For example, advertising mediums that might be used as part of digital marketing strategy of a business could include promotional efforts made via the Internet, Social Media, Mobile Phone and Electronic billboards, as well as via digital and television and radio channels” [20].