DIGITAL MARKETING AND ITS APPLICATIONS IN BUSINESS

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION ---***---SCIENTIFIC RESEARCH REPORT TOPIC: DIGITAL MARKETING AND ITS APP

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

-*** -SCIENTIFIC RESEARCH REPORT

TOPIC:

DIGITAL MARKETING AND

ITS APPLICATIONS IN BUSINESS

5 Lê Thị Hoài Thanh_20DH121259

6 Lê Ngọc Phương Trinh_19DH480933 Class: KN1901

Instructor: Dr Nguyễn Tiến Thông

HCMC, October / 2021

Digital Marketing has always played an important role in the development of abusiness With the development of media, and the saturation of traditional Marketing,today's businesses are also gradually shifting, emphasizing Digital Marketing strategies.Because of the changing times, with the development of social networks, video websites,e-commerce, Digital Marketing strategy is always the solution that businesses andorganizations look to, even if it is a small business Or big or just starting The purpose ofthe study is to give readers an understanding of what is Digital Marketing as well as forreaders to learn more about its benefits and applications to businesses The author

chooses to use secondary data sources to analyze, evaluate, and then present researchresults Then, advise on issues for the business to improve and develop more and more

Keyword:

Digital Marketing, Marketing, Digital marketing strategy

Table of Contents

Chapter 1: Introduction 5

1.1 Rationale 5

1.2 Aims 5

1.3 Scope 6

1.4 Significance of study 6

1.5 Structure 6

Chapter 2: Literature Review 8

2.1 Concepts and definitions 8

2.2 Theories: 8

2.2.1 Overview of the theories: 8

2.2.2 The importance of Digital Marketing 10

2.3 Previous studies 10

Chapter 3: Methodology 11

3.1 Research design: 11

3.1.1 Features of secondary methods 11

3.1.2 Reason for using the secondary research method 11

3.2 Source of data 11

3.3 Data collection 12

3.4 Data analysis 12

Chapter 4: Finding and discussion 13

4.1 Tools used in the application of Digital Marketing 13

4.1.1 Search Engine Optimization (SEO) 13

4.1.2 Pay-per-Click (PPC) 13

4.1.3 Social Media Marketing 13

4.1.4 Content Marketing 14

4.1.5 Email Marketing 15

4.1.6 Mobile Marketing 16

4.2 The Example of Digital Marketing's Applications 16

4.2.1 The Business–to–Business Company (B2B) 16

4.2.2 The Business–to–Customer Company (B2C) 17

4.2.3 Netflix Inc 17

4.2.4 Uber Technologies, Inc 18

Chapter 5: Conclusion and Recommendations 20

5.1 Conclusion 20

5.2 Recommendations 20

Chapter 1: Introduction 1.1 Rationale

Digital marketing is becoming more and more popular in all marketing activities of most large and small businesses Digital marketing has become more widely known It includes marketing using technical elements applicable to outdoor advertising, mobile advertising, etc

In Vietnam, the internet has become a popular information transmission tool, with the number of users reaching 19,774,809 people With the majority of users being young and knowledgeable, the Internet is becoming a modern and effective marketing promotion tool for businesses Because of the above, the author has realized that Digital Marketing is an interesting, practical, important topic and a very broad, rich, and complex content

Therefore, the research paper is necessary and should be approached and studied seriously

 Easy Consumer Reach: Digital marketing is an effective way of communication that helps companies target many potential customers at the same time Using Internet channels for marketing is a quick approach to target potential consumers all over the world at the same time

 Now companies can easily display their ads for products and services across different digital channels A good online responsive advertising strategy is one that effectively utilizesintelligent and flexible advertising tools in a highly competitive marketing environment

 Displaying Ads at Perpetually: Digital marketing makes advertising more accessible

to target customers at any time or in any place There is no time or location limitation when potential customers visit any website and view an advertisement The ads displayed

continuously attract and evoke the desire for potential customers to contact the business and find shopping information for products and services according to their needs

 Consumer’s Convenience to Shop Online: Due to the popularity and great

possibilities of digital marketing, it is more and more convenient for customers to shop online at any time and anywhere

1.3 Scope

The thesis focuses on the research and analysis of the main theories and visions,secondary methods, and previous research papers on digital marketing To confirm therationale for using secondary research methods, learn about data analysis Due to certainlimitations in the process of collecting existing data, the article still has many shortcomingsthat cannot be discussed in depth

1.4 Significance of the study

The article studying the importance of digital marketing and its application in businesswill help to better understand digital marketing Through this analysis, others will have aclearer and more complete understanding of digitization, which is one of the importantbusiness strategies In this study, the author further analyzes the methods and secondaryresearch data Secondary methods have business benefits, such as quick and easy, becausedata is easier to obtain and study With the rapid development of digital marketing today, adeep understanding of digital marketing will become a necessary condition for businessgrowth

1.5 Structure

There are five chapters in this research Chapter one is the introduction, the author hasdescribed the basic contents of the research paper such as Rationale, Aims, Scope,Significance of the study Chapter two is the literature review, in this chapter, the authorgives readers definitions, theories as well as the importance of Digital Marketing Inaddition, there are previous research papers on the research topic Chapter three is themethodology; the author gives the selected method and outlines the features of the method aswell as its importance At the same time, in this chapter, the author shows the readers themethods used for data collection and data analysis Chapter four is the finding anddiscussion, in this part, the author introduces readers to the application of the research topic

(Digital Marketing) to the operation of the business To indicate the performance andjudgment of the author Chapter five is the conclusion and recommendations; the authorreaffirms the importance of Digital Marketing as well as the author's suggestions.

Chapter 2: Literature Review 2.1 Concepts and definitions

The development trend of technology has made Digital Marketing an indispensable part

of most businesses However, when learning about definitions and concepts related to thisarea, there are many results with many different opinions and concepts that make it difficultfor us to see the most accurate and appropriate way In this article, we will introduce you tosome views and concepts about Digital Marketing from famous experts and scholars in theworld of Digital Marketing

According to Philips Kotler: “Digital marketing, also known as electronic marketing, isthe process of products planning, pricing, distribution, and promotion of products, services,and ideas based on electronic media and Internet to meet the requirement of organization andindividuals” According to Joel Reedy: “Digital Marketing includes all activities aimed atsatisfying the needs and wants of customers through the internet and electronic means”

To sum up, it can be understood that digital marketing is activities aimed at reachingcustomers through digital channels like the internet, websites, mobile apps, social media,search engines, and many other tools

2.2 Theories:

2.2.1 Overview of the theories:

Information and telecommunications technologies like the internet, mobile phones, anddigital televisions have created new marketing channels Customers are more and moreusing these technologies to reach companies Moreover, the increasing affordability for thesetechnologies allows small company owners to promote their business through media.Theories of Digital Marketing must be interpreted on new technologies

 The segment of one:

Segmentation is a group of digital marketer’s consumers It can be in any form and thismarketing segmentation theory can base on this analysis to divide markets among some

commonalities like age, gender, location, industry, occupation, buyer status,… So, theSegment of one theory will change marketers from mass marketing to specify a better group

of individuals with the same buying behavior and emotions

 Customer-Led Positioning:

Another theory of Digital Marketing is customer-led positioning theory Through this,marketers can know that customer is the one who will show their needs for products andservices Marketers can get insights into product groups by collecting data on pricing,product features, product functionality,…

For instance, when customers buy medications, they want to know how the productinteracts with their body and how it might combine with other drugs These elements ofcustomer-led positioning theory are more essential than price to medical drug buyers

 Three-step: Acquire, Convert, Retain and Grow:

By Digital Marketing, your company can acquire new customers This theory is abouthow to reach customers online through insights Your customers can be in online socialmedia groups or some professional groups related to your products

After that, you will need this customer to convert by buying goods and services from yourbusiness The digital marketing term, “Conversion”, means the customers are doing whatyou have set your sights on For instance, if your target is to have 200 products sold outwithin 3 months and the online customers do that, it is called a “conversion”

Furthermore, your long-term target is to keep these customers as your loyal customers.You need to add their data to your database and use online sales theories to reach withinspecific periods Finally, to grow your relationship with these customers, you need to sendperiodic discounts, notifications, and so on to encourage more purchases

2.2.2 The importance of Digital Marketing

Cleaning the playing field for small and new businesses

A large business-like Walmart covers the city and liquidates hundreds of neighboring specialist business areas

The study found that businesses using automation are 133% more likely to send highly relevant content These programs are essential for effective segmentation But for small businesses, are often disproportionately expensive This is another advantage of working with a digital marketing company

Best return on investment

About 20% of businesses see a return on investment of $ 70 to $ 1 As a small business, profitability is your top priority You need to be able to spread those dollars as you grow your business People prefer companies to reach them

The Importance of Digital Marketing for Your Business

The modern economy needs digital marketing to be competitive You need to raise your money as you grow your business

2.3 Previous studies

There have been many types of research in Digital Marketing in the past There is threeresearch report The first report is "Managing Digital Marketing 2019" (Smartinsights, 2019)through data analysis, the report shows that nearly half (45%) of businesses do not have adigital marketing strategy, but they are doing digital marketing The second report is a reportbetween Google and IPS Hong Kong; the revenue of businesses using Digital Marketing; 2.8times higher than other advertisers Kevin O’Kane: Google's head of SME Asia-Pacific said:

“The online market is a “rocket launcher” to help accelerate business performance for smalland medium business owners” And the last report is that "A Study on Digital Marketing andits Impact" (P Sathya, 2017), aims to recognize the usefulness of digital marketing in thecompetitive market and to study the impact of digital marketing on consumers purchase

Chapter 3: Methodology 3.1 Research design:

The strategy and the overall framework of the research Example: A survey design

3.1.1 Features of secondary methods

The selection and gathering of data are crucial in the analysis since it affects both the conclusions and the credibility of a study There are many other forms of research data, but the two most common are primary and secondary data So what is the difference between theprimary data and the secondary data? Secondary data is directly searchable data, it is the description or explanation from the primary data source to solve a problem in a study It all has its advantages and disadvantages Secondary data is the preferable option, as it offers benefits such as the convenience of a one-click Internet connection and time savings You may obtain the information you want in a short period, and it is also free or inexpensive It includes a wide range of data from a variety of sources and themes, which is another

advantage of secondary data Secondary data can be found on the Websites (Google Scholar,Refseek, etc.), in textbooks, papers, journal articles, etc

Furthermore, secondary data has the drawback of being a large data source, making it easy to avoid low-quality data from untrustworthy sources Besides, obsolete information is likewise one of the impediments of auxiliary information

3.1.2 Reason for using the secondary research method

Secondary data has a substantial benefit over primary data in that it is easily available andcan be pooled and evaluated The training room, for example, can provide information on student learning results

There are a variety of other advantages as well The first is to assist us in having a big number of data to compare and filter from in order to minimize the identification of

redundant data in order to achieve the study's objectives Second, because the data is derivedfrom a variety of sources, it is simple to locate and gather Finally, and most importantly, secondary data provides cost and time savings

3.2 Source of data

Secondary data is widely available with diverse data in many fields We can easily find, access, and collect data in places such as articles, data on live websites, and official websites

in libraries, books, newspapers, Internet reports

 Book and article: www.sciencedirect.com

 The library, ProQuest: https://lib.huflit.edu.vn/

 Another online website: Domestic and foreign websites are widely and popularly used by other researchers

3.3 Data collection

Because of the Covid-19 epidemic situation, social distancing, as well as saving moneyand time, the author conducted this research through online tools such as Google tools.This tool is commonly used because of benefits such as Easy to search and access webpages, books, articles, and reports To explain the definitions of the problems to be studiedand deal with metrics such as sales, revenue

3.4 Data analysis

For this research, the author uses the secondary research method First, the author wanted

to get and learn about the definitions and theories, the author had to search online websites

to help write the research paper

Through tables, charts, statistics, and images to display important research information forbusinesses and organizations to better understand the benefits and effectiveness of theresearch