Assessment Results of Digital Marketing Status of Vietnam Bank for Agriculture and Rural Development, Quang Tri Branch

We see, Sig. Anova = 0.000 <0.05 so there is a difference in income between occupations with 95% confidence.

2.2.1.6. Results of assessing the current status of digital marketing of the Vietnam Bank for Agriculture and Rural Development, Quang Tri branch

During my internship at the bank and through surveys and data collection from the bank's customers to research digital marketing activities at the bank. From the results received, I found that the digital marketing activities of Agribank Quang Tri have the following advantages and limitations:

Advantages of digital marketing activities at Vietnam Bank for Agriculture and Rural Development, Quang Tri branch

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Regarding the website: All elements are highly appreciated by customers. This shows that the bank has made efforts in using the website channel to bring products, services, recommendations, etc. to customers.

For fanpage: Customer inquiries are answered promptly and quickly, bringing satisfaction to customers. In addition, posting articles regularly using familiar words brings a friendly, close feeling to readers.

For E-Mobile Banking: All factors are highly appreciated by customers. The bank has made efforts to invest in improving physical and tangible means to bring ease and convenience in use to customers. In addition, the security of account information, passwords, etc. creates safety for customers.

Disadvantages of digital marketing activities at Vietnam Bank for Agriculture and Rural Development, Quang Tri branch.

The loading speed of the website on mobile phones is only at an average level, requiring banks to upgrade the loading speed of the website on mobile phones to a high level (≥80/100) to improve the search process and customer experience.

About fanpage: Although posts are posted regularly, the content of the posts is not attractive and engaging to readers. In addition, the number of likes as well as comments and shares from customers is still very low. Banks should pay attention to the content of posts to increase customer attraction.

The transaction processing speed of the E-Mobile Banking automatic system is not fast and error-free. In addition, using the system at night often causes errors. The bank should fix it soon to improve customer experience with the product.

Reason

The subjective reason is that Agribank has only focused on developing e-banking products but has not focused on digital marketing. On the other hand, Agribank's branch system operates quite independently from each other, leading to inconsistent communication through digital marketing channels such as Facebook, website, etc.

Due to lack of resources in terms of the number of employees in the Service & Marketing department, there is no employee in charge of each separate channel, many channels have not achieved high efficiency.

The effectiveness of digital marketing is still low, because revenue is not high, so it is difficult to invest in infrastructure as well as physical and tangible means to serve each channel separately.

CHAPTER III: ORIENTATION AND SOLUTIONS TO IMPROVE DIGITAL MARKETING ACTIVITIES OF BANKS

AGRICULTURE AND RURAL DEVELOPMENT OF VIETNAM QUANG TRI BRANCH PERIOD 2021 - 2023

3.1. Development orientation of Digital Marketing at Vietnam Bank for Agriculture and Rural Development, Quang Tri branch, period 2021 - 2023

3.1.1. Orientation of Vietnam Bank for Agriculture and Rural Development for the period 2021 - 2023

The 4.0 industrial revolution is taking place strongly in the world, creating development opportunities for many fields, including the banking sector. To keep up with the rapid development of information technology, commercial banks are interested in using the internet in advertising and business activities. With just a simple search on the internet, information about banks or information about services can quickly meet customers' needs.

Agribank is the largest commercial bank in Vietnam, with capital scale, operating network, brand and reputation, and has been actively developing effective business operations as well as digital marketing activities with the support of intelligent digital technology. From there, Agribank has oriented the development of digital marketing activities in the coming time as follows:

Firstly , under the impact of 4.0 technology networks, it is required to promote and improve technology infrastructure, towards developing digital banking, developing new, modern and safe products and services. Strengthening the application of achievements of the 4.0 industrial revolution to provide modern banking products and services, thereby enhancing the competitiveness of Agribank.

Second , continue to maintain stable and sustainable development, maintain the largest commercial bank market share in terms of both network and scale of operations, and play a leading and dominant role in the monetary market in rural and agricultural areas.

Third , diversify and improve the quality of products and services based on information technology. Agibank aims to become a leading commercial bank in applying modern technology to business activities.

Fourthly , on the basis of promoting the advantages of the bank's network, information technology system and human resources, Agribank focuses on researching and developing promotional programs, advertising product and service packages suitable for each customer group and each field; focusing on upgrading and developing modern marketing channels such as: Online advertising, Fanpage, Website, Email and other digital marketing channels.

Fifth , promote propaganda and advertising of promotional programs and bank products and services; build a friendly and professional image of Agribank. Bring the Agribank brand closer to customers, covering from urban to rural areas through digital marketing channels.

Sixth , do a good job of customer care, implement reasonable and harmonious customer policies suitable to the conditions of each locality. Resolve all customer complaints and lawsuits promptly, avoid communication incidents that affect the Agribank brand.

3.1.2. Orientation of Vietnam Bank for Agriculture and Rural Development, Quang Tri branch for the period 2021 - 2023

From the results achieved from digital marketing activities in recent years and recognizing the important role for sustainable development in banking activities, closely following the goals and orientations of Agribank Vietnam, Agribank Quang Tri has set out the orientation for developing digital marketing activities in the period of 2021-2023 as follows:

It is necessary to continue to create a strong change in the awareness of branch staff and consider the application and development of information technology as one of the important tasks, top priority in the development strategy and innovation of Agribank's operations.

Advanced in creating advertising programs, articles, posts

bring newspapers closer to customers through digital marketing channels such as Website,

Fanpage, Online advertising... View digital marketing activities as a modern banking service that plays an important role in enhancing the position, building the image and brand of Agribank in Quang Tri province.

Build a team of specialized staff for digital marketing activities. Organize training on necessary skills such as: content writing, advertising skills on channels... for all employees. Create a professional working environment and bring high efficiency in business activities and digital marketing activities.

Segment your customer groups to implement digital marketing. First of all, they are the ones with a higher level of education than the rest: Teachers, civil servants, employees, people in units with salaries, traders, traders with a lot of money and goods transferred back and forth on their payment accounts... They are the ones who adapt quickly, are very willing and want to experience new and effective utilities, through installing Agribank E-Mobile Banking, Internet Banking, SMS Banking applications... through the interface screens of these applications, making it very easy for customers to see the logos, slogans, and utility information Agribank conveys through the messaging system and notifications on the screen. The next customer group is the group of ordinary workers, this group is not necessarily willing to install or experience the utilities of Agribank applications but really enjoys using social networking sites such as Facebook, Zalo, Instagram... Marketing communication on these social networking sites is very diverse and has many ways.

Increasing marketing activities on websites, social networking sites... also brings a lot of value, not only on Agribank's websites, social networking sites... but also on online newspapers, they have a certain number of readers, while reading the newspaper, seeing the logo or an advertisement about attractive services at Agribank also partly arouses customers' curiosity.

3.2. Solutions to improve digital marketing activities of Vietnam Bank for Agriculture and Rural Development, Quang Tri branch in the period 2021 - 2023

For fanpage:

Nowadays, social networking sites are no longer strange to everyone. Up to 70% of business customers are on social networks, so banks should focus on building increasingly strong and reputable fanpages:

First , it is necessary to build a department to handle media crisis. Nowadays, with the strong development of social networks, a negative customer review will spread quickly thanks to social networks. Therefore, it is necessary to build a department to promptly handle and prevent.

Second, focus on content creation. An attractive, engaging post will attract more readers instead of following the old way, causing boredom for customers.

Third , it is necessary to create more articles to increase customer interaction with the bank, which will help increase the visibility of the article and reach more customers. This helps businesses spread credibility as well as build trust in the eyes of customers. Thereby maintaining relationships with customers.

Fourth, use tools to run fanpage ads. The cost of fanpage advertising is often cheaper than other marketing activities. Besides, banks can easily reach target customers faster.

Fifth, there are always staff to promptly answer questions and inquiries from customers. This makes customers feel that the bank really values them and helps maintain the relationship between customers and the bank. When customers are truly satisfied with the bank, they are the ones who help us advertise, introduce the brand and products and services to new customers. In addition, it also increases the reliability and safety of the bank with old and new customers.

Friday, organize a Giveaway. Create a contest on the fanpage from which everyone will share in public mode on their personal facebook page and comment. This helps the bank's fanpage to be known and noticed by more people.

For E – Mobile Banking:

Limit system errors outside of business hours. Continuous errors make it impossible for customers to make transactions, making them feel uncomfortable. If there are continuous problems, customers will leave the old bank and go to a new bank to use the service.

Investing in tangible, physical means makes the system interface more aesthetically pleasing, although customers are currently satisfied, it should continue to improve to suit future stages of development.

About media, press relations :

Promote internal communication activities, linking internal communication activities with propaganda and mass mobilization work. Actively deploy communication activities on Agribank's information channels: Agribank Electronic Information Portal, Newsletter, Agribank News, Agribank Fanpage...

Local media such as: Quang Tri Provincial Television, Quang Tri Provincial Newspaper, Local Radio, Agribank Quang Tri Website are currently being implemented by Agribank Quang Tri to implement advertising programs for its products and services. However, this has only been done when there is a request from superiors on the occasion of introducing new products and services, promotional programs on bank services. In the coming time, it is necessary to regularly and continuously implement advertising programs on these media to introduce the highlights and achievements in service development at the branch, deeply advertise and introduce the utilities of the service... Prioritize advertising through local radio because this is a media suitable for the branch's operating area and is the media with the lowest advertising cost but very effective.

Do a good job of press relations by strengthening close coordination between Agribank and local press management agencies and news agencies.

About promoting Agribank brand and image:

Standardize and synchronize the brand identity system, create unity and focus on the Agribank brand, in line with Agribank's strategic operational goals.

Promote the image and brand of Agribank Quang Tri through press media channels and digital marketing channels to cover the brand throughout Quang Tri province.

Enhance the brand value of Agribank Quang Tri through developing corporate culture, linking the construction and implementation of corporate culture with improving communication skills, service attitude, and behavioral culture of Agribank Quang Tri staff.

Staff :

In the context of a market economy, the quality of the staff will determine the quality of the bank's products and services. Therefore, Agribank Quang Tri should recruit staff with marketing expertise, in addition to improving the qualifications and marketing skills of the professional staff in general and professionalizing the marketing staff in particular.

Central Agribank should let branches take the initiative in recruiting the necessary number of employees for the branch to achieve high efficiency. There must be clear binding contracts for officers and employees, so that they can contribute to the development of the bank.

Regularly organize training to improve professional skills for marketing department staff, and supplement knowledge about information technology such as computers, software, and electronic advertising applications.

Marketing staff need to come up with a variety of activities that can convey interesting and attractive information, such as competitions to learn about banking services.

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