Khóa luận tốt nghiệp Quản trị kinh doanh: Applying Digital Marketing In Small And Medium Nterprise In Vietnam - The Case Of Am Outsoucing Service Company

VNU- UNIVERSITY OF ECONOMICS AND BUSINESSFACULTY OF BUSINESS ADMINISTRATION APPLYING DIGITAL MARKETING IN SMALL AND MEDIUM ENTERPRISE IN VIETNAM — THE CASE OF AM OUTSOUCING SERVICE COMPA

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

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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 enthusiasticsupport, suggestions and encouragement of supervisor and my colleagues at the

Besides, I also received the share, suggestions from friends, my colleagues and

director Vu Huu Hao of AM Outsourcing Service Company Addition to internationalwork 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 sametime, 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

LIST OF TABLES

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Table 3.2: List of some keywords that AM company uses to push the search engine visibility

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Table 3.4: S€rVIC€S cà TH ng ng KĐT kg key 38

LIST OF FIGURES

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Figure 3.7: LinkedIn Update DOSÍ án HH TT nhọ nhàng HH HH 42

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Figure 3.12: Total view of AMOSC Google Plus page cài 45

Figure 3.13: AMOSC Google+ page InSIgl( cv nh Hy reo 46

Figure 3.14: SEO for keyword “virtual assistant Vietnam .cccccsSseeexke 48

ABSTRACT

The thesis examines the effect of applying digital marketing in Small andMedium 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 marketingactivities, especially for small businesses Therefore, the researcher attempts toinvestigate the impact of fore main dimensions of digital marketing in AMOutsourcing 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 marketingactivities in some specific aspects In addition, based on the findings, the thesisalso gives some suggestions for AM Outsourcing Service Company to furtherimprove digital marketing activities

Limitations of the study, directions for future research, and implications ofthe findings are discussed, as well

1 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’salso 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 andservices And digital marketing is regarding as the ideal choice for all of them

2 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 companytake advantage of digital marketing When taking a deep research, we can give someideas and suggestions to improve the marketing activity

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 smallbusiness

Time dimension:

e Secondary data: From previous research

e Primary data: take place in the current time of the company

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 tofind out the suitable solutions And it’s will be the open topic for the followers tocontinue 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

1.1 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 smallsoftware firm selling in overseas markets and a medium-sized automotive partsmanuficturer 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 andgrowtt orientation, and may be in the formal or the informal economy [5, pp 10]

SMEs play an important role in the development of countries especially in developingeconony like Vietnam In present competitive and challenging global environment, anextrerely 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 toecononic 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 generationan] economic growth for developing countries is critical.

According to the American Marketing Association “Marketing is an organizationalfunction a set of process for creating, communicating, and delivering value to customerand for managing customer relationship in way that benefit organization and itss:akeholder”

The following definition of marketing was approved by Philip Kotler and GaryArmstrong (2006): “The process by which companies create value for customers andbuild strong customer relationships in order to capture value from customers in return”[6] Kotler and Armstrong developed their original definition to recognize theimportance of the longer-term relationship with the customer

In conclusion, marketing can be defined as the process of determining the needs andwants of consumers and being able to deliver products that satisfy those needs andwants Marketing become the bridge moving a product from the producer to the

consumer

1 2.2 Definition of digital marketing

Ligital marketing term is now very popular with every businessman in almost marketsectors and its definition is also found in various approaches

For instance, Business Dictionary defines “Digital marketing is the promotion ofp-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 couldinclude promotional efforts made via the Internet, Social Media, Mobile Phone and

Electronic billboards, as well as via digital and television and radio channels” [20]

And according to Asian Digital Marketing Association (ADMA) Digital Marketing is

the use of the Internet as a channel for marketing activities in order to reach consumers

in a timely, relevant, personal and cost-effective manner” [19]

Two marketing experts in the world, and Kent Wertime and Ivan Fenwick define thatDigital Marketing is the future development of marketing It takes place in almostmarketing activities of the company by digital channels The digital channel is the nextchannel access that allowing marketers to communicate constantly, and two-dimensional nature personally with each client The interface produce the data fromeach interaction with customers in order to predict the next time like a center network

In addition, marketers use the information real-time customer behavior and feedbackdirectly from customers to improve and optimize the interaction [13]

In Vietnam, Digital marketing is known as E-marketing or online marketing that isfamed in recent years Some marketers use this term to describe an optimized way topromote brand effectively and reduce cost

In general, the main purpose of digital marketing is engaging customers and allowingthem to interact with the brand through servicing and delivery of digital media.Therefore, it is important to design digital media that help brand call-to-action withusers such as such as register or fill out a form, benefiting the advertiser with avaluable customer or lead

In the similarity with traditional marketing, digital marketing also have two form: pulland push

In pull digital marketing, customers find the brand actively by web searches or email,text message or web feed such as Websites, blogs and streaming media (audio and

video) And content becomes the most important factor that every brands have to build

up following that search engine optimization is also a tactics for marketers.

In contrast, push digital marketing requires that marketers actively approach customers

by sending a message without the consent of the recipients, such as displaying advertisings on websites and news blogs Push marketing is also known as spam Push

technologies can deliver content as it becomes available and can be better targeted to

consumer demographics, although audiences are often smaller, and creation and

distribution costs are higher

There are three main characteristics of digital marketing:

e Using digital media

e Approaching customers in digital media

e Interacting with customers

Especially, digital marketing media has to ensure some keys: Measurable, targetable,

optimize able, addressable, interactively, relevancy, viral able and accountable

1.2.3 Important factors in digital marketing

1.2.3.1 Website and web 2.0

Website is like a trunk of internet tree If brand want to enter the internet era, it is compulsory to build a website Website is a channel for brand to promote, introduce

products, services and business activities model, stores to consumers everywhere

Well-designed site and effective marketing of the site to ensure a large number of

"hits" Successful business web sites, according to the authors, have a number of common characteristics including: information-rich and regular updating to encourage repeat visits; clear navigation paths to allow smooth movement around the site; the

provision of value-added to the user in the form of real information and services ratherthan just a place for marketing and sales; interactivity and responsiveness to userfeedback; the site should be designed to allow the gathering of information about users;

integration of the site with other marketing channels used by the company; and

institutional support, i.e the site should have its own budget and be supported by the

whole organization rather than being the responsibility of a small group of "techies".

Finally, the site needs to be marketed properly in order to ensure high access This can

be done in various ways including registering the site with all of the on-line search

engines; establishing reproach cross-linkages to other sites; and ensuring that the URL

address is used in all company correspondence, etc Similar advice concerning thedesign and marketing of company webpages is provided by Steme (1995)

There are many types of websites such as: Introduction Website, promotion services,

products, e-commerce website (e-commerce), news website, classifieds, entertainment

channel Depending on brand needs that they will select the appropriate website

And Website is an indispensable tool in every business activity Some businesses, stores, individuals can own multiple sites for each service, different products and to

expand the broader market

Web 2.0 is a World Wide Web sites that focus on user-generated content, usability, and

interoperability Although Web 2.0 suggests a new version of the World Wide Web, it

does not refer to an update to any technical specification, but rather to cumulative

changes in the way Web pages are made and used [10]

A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community.

Meanwhile previous website design 1.0 limits the users from creating their contentsand applications

Website or web 2.0 is essential base to utilize the online marketing tools AndWebsite’s analysis become the most important part in the decision of choosing website

design and appropriate digital marketing tools It is necessary for marketers to know the website rank base on some criteria:

e Traffic: Website traffic is very popular term with each online marketer This is

an important index to evaluate the attractiveness as well as the power of a

website Web traffic is the amount of data sent and received by visitors to a web

site

e Pageview is number of sites opened Every time one of your web pages

downloaded by the browser, it will count as one pageview A website with high

page views means that content or websites is very attractive Therefore this

index brings more impression and click that increase revenue for enterprise

e Visit and Unique Visitor: These are two important numbers of site traffic

statistics Website popularity is website with a lots of website hits (visit) andvisitors (unique visitor) Each visitor creates multiple hits (visit), impression andpage views

Besides that, there are some factors that affect the page rank like growth rate ofpage views, time on site, bounce rate, new visits, and age of domain Marketers canuse some of trustful tools to check the page rank of brand such as alexa.com;

googleranking.com The higher ranking website is, the more chances for brand to meet the customers.

1.3.3.2 Target customer

Internet user is target customer in online marketing Therefore, with the development

of internet, it is very important for online marketers to approach with target customers.The behavior of internet users become necessary factor for brand to understand them.Most of the frequency internet users are very young and their interests always changewith the changes of internet services The success of brand depends on the customersinsight and how the brand can satisfy target customers

1.2.3.4 Advertising measurement

Increasing website’s traffic is main purpose of digital marketing The online marketerscan evaluate the effectiveness of digital marketing activities by analyzing this trafficfigure There are some factors related to website traffic like referring site, direct traffic,

search engine (SMO) Direct traffic often related directly with regular visitor Search

engine is the result of search engine marketing and referring site often get from the

least internet marketing activities Some typical spend index to evaluate are CPD,CPM;'CPC, CPA

e CPD - Cost Per Duration is a form of advertising costs calculated based on the

ads (1 day, 1 week, 1 month ) This method only exists in Vietnam meanwhileother developed countries have removed this way for a long time

e CPA - Cost Per Action is: GPA is the form of advertising costs calculated based

on the actual number of customers to purchase products / completed registrationform / call / email or after they see and interact with ads fox

e CPC - Cost Per Click is: CPC is the form of advertising costs calculated based

on per click advertising CPC pricing model is most common in onlineadvertising

e CPM: Cost per Mile (millions of thousand) The cost of advertising services cost

based on 1000 impressions of the ad This is also favorite measure method in

the developing country.

This method is very useful for marketers in order to see the detail information of

customers source.

e CPC: cost per click CPC is the form of advertising costs calculated based on

per click advertising CPC pricing model is most common in online advertising

e CPA: Cost Per Action is the form of advertising costs calculated based on the

actual number of customers who purchase products or completed registrationform, email etc

1.2.3.5 Google analytics

Google Analytics is a premium web analytics service offered by Google thattracks and reports website traffic Google launched the service in November 2005 afteracquiring Urchin Google Analytics is now the most widely used web analytics service

on the Internet

1.2.4 Digital marketing tool

1.2.4.1 Search engine marketing (SEM)

SEM has two important parts: search engine optimization (SEO) and pay perclick (PPC) advertising These correspond to the two types of search results SEO aims

at improving a web site’s ranking in the natural search results PPC advertisinginvolves bidding for placement in the paid search results section of the SERP BothSEO and PPC advertising are based around the same fundamental concept: keywords

Search engine optimization (SEO)

SEO is the process of optimizing the content and text format website (orstructure) in order that the search engine choose the most suitable site for the users onthe Internet Simply, Search engine optimization (SEO) involves achieving the highestposition or ranking practical in the natural or organic listings on the search engineresults pages after a specific combination of keywords (or keyphrase) has been typed in[6, p 34] Most Vietnamese consumers have the habit of using search engines like

Google to find out about products and services before purchasing That is reason why

SEO is considered as the most important tools in Digital Marketing

There are two main kind of SEO that is SEO on-page and SEO off-page

SEO on-page

SEO on-page is the process of optimizing content and pages to help the websitebecome more friendly This is an important implication that help website beappreciated and increase ranking

Some main techniques of SEO on-page

e Title

Title is one of the most important SEO factor on website Each page and the articleshould have its own title, including the main keywords Placing many different

engines The content must be brief, attractive but under 140 characters Keyword

and description tags using should be appropriate and should not abuse the contentthat is not related

e URL structure

Search engine encourages website use friendly URL structure, so it will helpsearch engines collect data easily Short URL seems to work better in search engineresults, but that is not the only factor URL includes targeted keywords that supportwebsite ranking a lot The location of these keywords can be a major influence Theunrelated meaning URL should replace to be the URL that describe the contentswebsite and contains keywords

e Meta Tags

Each website page includes a set of keywords in the meta tags These all keywordsrelate to website content If these Meta tags are effective, it will be very convenientfor SEO website activities

e Body Tags (H1, H2, H3, H4, please)

The article content should be divided into smaller sections and paragraphs to make

it easy for everyone to read These parts can become the title which HI, H2, H3,H4 etc are used effectively H1 tags are served for the title of main page, with the

following title H2, H3, etc will be decentralized Search engines use these tags to

determine what is important in website content That is reason why headlines

containing rich keywords would be more useful

e Keyword Density

Distribution of relevant keywords throughout your content is very important factors

in SEO because it helps search engines check what's on your content However, it is

compulsory not to repeat too much and use too many keywords for search enginerobots This can make website ban from search engines Therefore, marketers have

to keep keyword density about 2-5%

e SEO Image

Using images in website content is a great way to make the site attractive and brokethe boring text frame Marketer can use these images in improving SEO website

The images uploaded should have the title and relevant keywords in order to help

people find website when searching on Google Images Alt Text and descriptionmake images more useful as SEO

e Internal Links

These links are very important by placing the cursor on the link from your other

sites and that is a great way to improve your website on the search engines Internallinks not only help customers can easily move around the site and find contentquickly, but they also ensure that Google or Bing will collect data quickly Internallink helps build the relevance keywords and phrases for web pages It also increase

Google PageRank on Google pages For bloggers, the content of internal links is

really useful when marketers use properly [4, p 30-35]

b SEO off-page

SEO off-page refers to all the things that you can do directly outside the site to

help wetsite rank higher such as social networking, article submission, forum and blog

marketing,

SEO offoage focuses on building backlinks and developing social media marketing

Pay per click advertising (PPC)

P?C is an advertising system where the advertiser only pays for each click ontheir advert For the advertiser, the beauty of PPC advertising on search engines is thattheir adverts are displayed when potential customers are already expressing intent —they are searching for a product or service It allows advertisers to present theiroffering 0 a potential customer who is already in the buying cycle [6, p 296]

1.2.4.2 Imail marketing

Ҡ-mail marketing represents an opportunity to experience both the thrill of

increasec customer loyalty and steady repeat business as well as the agony of bouncede-mail, usubscribe requests, and spam complaints” [17, p 7]

Email m:rketing is a form of direct marketing which uses electronic mail as a means of

communcating commercial or fund-raising messages to an audience in its broadestsense, every email sent to a potential or current customer could be considered email

marketinz Most of big brands often use this method to keep relationship with their

customers in all over the world

Simply fut, email marketing is a form of direct marketing which utilities electronic

means tc deliver commercial messages to an audience It is one of the oldest and yet

still one ›Ÿ the most powerful of all online marketing’s tactics The power comes from the fact tiat it is:

* Extremzly cost effective due to a low cost per contact

* Highly argeted

Spam mail is a concept which involves email marketing Spam email also known asjunk email or unsolicited bulk email (UBE), is a subset of spam that involves nearly

identical messages sent to numerous recipients by email Spam email means that email

is unsolicited and sent in bulk To protect consumers, many countries apply anti-spamlaw And some email providers also give an announcement about banning spam emails

When implementing the email marketing, marketers should study the anti-spam emaillaw carefully to ensure that they do not violate it The anti-spam law is applied toprotect consumers from the harassment of the marketing activities Some ISPs also banthe email marketing if it was sent to a great quantity of emails or its content is soheavy Some email marketing encounters negative feedbacks from customers because

of big spam contents and high frequency of spam

1.2.4.3 Display advertising

Display advertising is graphical advertising on the World Wide Web thatappears next to content on web pages, IM applications, email, etc These ads isappeared as banners, come in standardized ad sizes, and can include text, logos,pictures, or more recently, rich media However, this thesis focuses on displayadvertising or rich media advertising

Rich media or interactive multimedia, is enhanced media that utilizes a combination oftext, audio, still images, animation, video, and interactivity content for activeparticipation from the recipient of the ad

It’s important to make the display advertising become effective by some tactics:

e Advertising messages have to generate attention, but not irritating the viewer

Marketer should not set too many ads on the same page because this makepeople confused and they will easily ignore the ads

e Premium: Effective advertising placement — Research the keyword on Google.

Based on this research, you can find ways to place ads inefficiencies of multiplesites and adjust the position requirements

The main target of advertising is to increase sales even through online or offline way.Especially, the purpose of advertising is to increase brand awareness Advertising is

based on the simple economics of supply and demand Advertisers aim to stimulate a

consumer need and then satisfy that need

One of the greatest benefits of online display advertising is that the messages are notrestricted by geography or time Online advertisements are also much more interactivethan offline advertising While both online and offline advertising can be disruptive,

interactive online advertising can be designed to be perceived as less so.

1.2.4.4 Social media marketing

Definition of social media marketing:

Social media marketing refers to the process of gaining website traffic orattention through social media site

Social media marketing programs usually center on efforts to create content thatattracts attention and encourages readers to share it with their social networks Acorporate message spreads from user to user and presumably resonates because itappears to come from a trusted, third-party source, as opposed to the brand or company

itself Hence, this form of marketing is driven by word-of-mouth, meaning it results in

earned media rather than paid media

Social media has become a platform that is easily accessible to anyone with internetaccess Increased communication for organizations fosters brand awareness and often,

improved customer service Additionally, social media serves as a relatively

inexpensive platform for organizations to implement marketing campaigns

Social media marketing can help with a number of goals, such as:

Website trafficConversions

marketing — and engaging with them on a social platform can be incredibly

revealing, without being intrusive

Raise your profile: By engaging proactively through social media you appearresponsive and can build your reputation as an authoritative and helpful player

in your field of expertise.

Level the playing field: Focus groups, market research surveys and other offlinemethods of gauging consumer sentiment are expensive and can be well beyond

the means of smaller businesses Now any organization can immerse itself in the social web to discover what consumers are talking about and how they feel, with

little or no financial outlay

Influence the influencers: Often the people who are most active in social media

circles will be the element of your target market who can be classified asinfluencers

CHAPTER 2: RESEARCH METHODOLOGY

In my thesis, ] use the annual financial report of CEO & ClO club and ADC JSC to

analyse data that assess financial situation of the two company There are some main reasons that | choose ADC JSC to compare with CEO & CIO club First, there are no financial about the overall industry that CEO & CIO club in Secondly, ADC is a company in them same field business with CEO & CIO club: event organizing, education ADC is a good company that famous in that field I use the data about ADC

from internet I use vertical, horizontal and ratio analysis to do the thesis In vertical

analysis, also called trend analysis, is a tool for evaluating a series of financialstatement data over a period of time Its purpose is to investigate whether an increaseand decrease that has taken place The analysis is used mainly in intra-company

comparisons Vertical analysis is a tool that consists of the study of a single financial

statement in which each item is expressed as a percentage of a significant total Two

methods will show us what parts and their proportion in company’s assets and how

they changed in the researched time It give us the general picture about the financial

picture of the company From that, I use ratio analysis to know more deeply in

financial situation of the company By compare CEO & CIO’s ratio with ADC one, it

made more clear about where the company stand and what strengths and weaknesses infinance

First, | change the three years data to one table data to more easy to analyze I had CEO & CIO club’s annual report that I had internship there About ADC JSC, I came

to internet and had its financial information from website “cophieu68.vn” From that, I had enough raw data to analyze in my thesis I had to translate two company

information from Vietnamese to English and rearrange the data in the same outline.

item, the higher up the rankings it rises Submissions that get enough votes end up

on the site’s home page, which can drive significant traffic

Marketers can use this to find out what people are interested in to create appropriate

content.

e Social Sharing: Flickr, Snapfish, YouTube

The sites typically allow you to make content publicly available or restrict access tothe people you specify, to send content to your ‘friends’, and even to ‘embed’(seamlessly integrate) the content in your blog post or website for others to find it,

distribute it and discuss it

e Social Networks: Facebook, LinkedIn, MySpace, and Twitter

Social network sites are popular because they offer users the ability to find andconnect with people they already know in novel, convenient ways: rekindle oldacquaintances and reinforce new ones They make the process of communicatingwith a large network of people easy and painless You post information to yourprofile and it’s instantly available to those of your friends who are interested Youcan broadcast information to all of your friends simultaneously or choose who youwant to share specific content with

Social networks offer flexible advertising options for businesses looking to targettheir ads based on the profile information of users and/or particular actions

Secondary resources The typical used method are expert and brokers interview,which helps a lot in analysis in Chapter 3 (industry and company situation analysis).

Quantitative methods: Quantitative methods (together with statistic data) were be used widely in some parts like comparison on some specific figures

2.2 Data collection

Data was be collected from 02 sources:

Primary sources: Part of the facts on the thesis are collected by observationfrom insight of the site and Google Analytics

Secondary sources: In some part (especially in Chapter | - Literature review),

data was collected from secondary sources like textbooks, previous publishing, official information in internet and in electronics newspapers, and some industry reports of

several investment funds and securities companies

CHAPTER 3: RESEACH CONTEXT AND FINDINGS

3.1 Introduction about AM Outsourcing Company of Tri Viet company

3.1.1 Tri Viet Telecommunication Company:

Tri Viet Telecommunication Company (in this research I simply call by Tri Viet

or Tri Viet Company or the company) is a small company founded in 2009 Tri VietCompany started in the telecommunication field with services: local networkinstallation set up email system, website server for business and SMS gateway system,

fire alarm system and camera security system installation and consulting services for

telecommunication installation system Working in the telecommunication in severalyears, Tri Viet saw the opportunities in the fast-paced development of Internetmarketing and doing online business, Tri Viet has bravely expanded its service tobusiness processing services specialized in Internet Marketing and E-commercesupport area by establishing AM Outsourcing Service Company from the end of 2013.The meaning of AM is originated from “Ante Meridian” in Latin or “before noon” inEnglish It means a new start of a day, brimful of freshness, creativity

3.1.2 AM Outsourcing Service Company

AM Outsourcing Service Company (AMOSC) is a small start-up company andit’s an important part of Tri Viet company It is established in 2013 with the mainpurpose of doing outsourcing business in international market

3.1.2.1.General information of AMOSC

Name: AM Outsourcing Service Company — a part of Tri Viet Company

Head Office: 7 Floor, Sunrise Building, DỊ T Tran Thai Tong, Ha Noi, Vietnam.

Type of business: Online business service

Vision: AM aim to be one of the leading outsourcing service company in Vietnam and

competitive position in international market

3.1.2.2 Products and Services

AM Outsourcing service company focuses on Internet marketing and

E-commerce support services.

Internet marketing services:

Internet marketing services at Tri Viet includes:

users SEO may target different kinds of search, including image search, local

search, video search, academic search, news search and industry-specific

vertical search engines As an Internet marketing strategy, SEO considers how

search engines work, what people search for, the actual search terms or

keywords typed into search engines and which search engines are preferred by

their targeted audience

Email marketing: directly marketing a commercial message to a group of people

using email In its broadest sense, every email sent to a potential or current customer could be considered email marketing It usually involves using email

to send ads, request business, or solicit sales or donations, and is meant to build

loyalty, trust, or brand awareness Email marketing can be done to either sold

lists or current customer database Broadly, the term is usually used to refer to:Sending emai] messages with the purpose of enhancing the relationship of amerchant with its current or previous customers, to encourage customer loyaltyand repeat business; Sending email messages with the purpose of acquiring new

customers or convincing current customers to purchase something immediately;

Adding advertisements to email messages sent by other companies to their

customers.

Social network site management/ Social media marketing: Social media

marketing refers to techniques that target social networks and applications to

spread brand awareness or promote particular products Social media marketingcampaigns usually consist of: Establishing a social media presence on major

platforms (Facebook, Twitter, LinkedIn, Pinterest ); Creating shareable content and advertorials; Cultivating customer feedback throughout the

campaign through surveys and contests

Online advertising: including tasks related to posting ads on classifiedswebsites, creating ads on search engine (Google Adwords, Bing ads ); creatingand managing ad campaigns on social networks websites (Facebook ads,LinkedIn ads )

Content writing: preparing content for blogs/websites More than just preparing

content for a particular website, content writing will support for copywriting

jobs Copywriting is writing copy for the purpose of advertising or marketing Inthe Internet marketing field, the copy is meant to persuade someone to buy aproduct, or influence their beliefs

E-commerce supporting:

With the booming of online business and e-commerce, beside Internet marketingactivities, e-commerce supporting is a promising area that needs to consider andexploit

E-commerce supporting services at Tri Viet included 4 main areas: Customerservice — Inventory management — Project coordinating — Consulting services

Customer service: Customer service is the act of taking care of the customer'sneeds by providing and delivering professional, helpful, high quality service andassistance before, during, and after the customer's requirements are met.Specifically, customer service for E-commerce websites consists of answeringcustomers’ queries on products, prices, quality, customization, payment method,

production or delivery time, etc They are instant feedbacks on customers before

purchasing After purchasing, we have to take responsibility to conduct

customer care, such as asking them about their satisfaction on products,

introduce new products, discount program, compliments on special occasions

(birthday, New Year, Christmas ) to turn them from one-time customers toloyal customers

e Inventory management: Inventory management becomes all the more crucial

when you are doing good business, especially with E-commerce business Theinventory should reach a specific threshold; what should be produced more,what should be produced less This helps companies avoid running out ofproducts or tying up too much capital in inventory

e Project coordinating: Project coordinating will help an E-commerce site run

smoothly When receiving new orders from customers, it needs to define the duedates, assign who or which department is in charge of executing the order,which orders should be prioritized

e Consulting services: rather than directly carrying out e-commerce support tasks,

consulting services will give recommendations, suggestions to help E-commercesites/stores have better performance

3.1.2.3 Customers

AMOSC does business mainly in international market so the target customers are

small and medium foreign companies or individuals These companies usually

outsource a part of their business for others With individual customers, they use

AMOSC services in assist them on doing business.

3.2 Factors that affect the current digital marketing activity of the company

3.2.1 Technology

AM company activities are almost done by internet so technology is veryimportant The company use particular wireless that ensure the smooth of internet.Besides that, technology also relates to computers and some devices used in company.They are not too modern, but it’s enough for all business activities done well

3.2.2 Human resource

AMOSC is small company with seven key members

The structure of company includes CEO, sale executive, marketing executive, business

officer and other supporters Marketing executive controls almost digital marketing

activities in company with the support of others member All employees interact with each other to ensure the whole company can understand and help each other There are

two people that take the main responsibility for marketing activity, and other peoplecan support in some case

3.2.3 Budget

Small business has shortage of budget so marketing activities also have to do some

strategies that save money as much as possible Digital marketing becomes the suitableway for company to either approach with more customers or minimize the budget

3.2.4 Others

There are some others factors that influence the digital marketing activities of

AMOSC such as economy, international market, time However, the AM’s marketershave to contro] and take afford to manage the risk for company

3.3 Digital marketing situation in AM Outsourcing service company

3.3.1 Target customers

AMOSC provides virtual assistant services for small businesses, entrepreneurs

and managers who do not have the space, equipment, funds or desire to hire a staff

person full-time, in house The target customers use outsourcing service because they

can save time and money for their business By understanding the demand of customer, AMOSC focus on customers on some small ones have some specific job such as data

entry, web search or managing online store

We serve clients mostly from US, UK, Canada and Australia Moreover, AMOSC alsotargets on some export companies in Vietnam that want to introduce their business atforeign market

3.3.2 Current digital marketing activities

AMOSC are doing business online only, so digital marketing plays an extremelyimportant role in the whole business process Especially, the target market of AM ismostly in foreign market Therefore digital marketing become the essential method toapproach with customers

The application of digital marketing in AM Outsourcing Service company are:

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EXPERIENCES

The content of blog includes:

e Knowledge / experience in Internet Marketing:

Support SEO keywords: Internet Marketing; Internet Marketing VirtualAssistant; Online Assistant for Social Media

The topic extraction: SEO On-page; SEO Off-page; Content Marketing, SocialMedia; Email marketing

e Virtual Assistant Skills:

Support for keyword: Virtual AssistantThe topic extraction: The Virtual Assistant software, software usage, skillsincrease work efficiency, team work skills, life balance; Project Management;Skills in Startup

e E-commerce Knowledge:

Support for keyword: E-commerce Virtual Assistant; E-commerce support

The topic extraction: How to create an account on Amazon, Etsy ; sale ofAmazon, Etsy