Basis for Proposing Solutions to Improve Online Marketing Activities of Ilead Ama Hue International English Center System

CHAPTER III: PROPOSED SOLUTIONS TO IMPROVE ONLINE MARKETING ACTIVITIES OF ILEAD AMA HUE ENGLISH CENTER

3.1. Basis for proposing solutions to improve Online Marketing activities of the ILEAD AMA Hue International English Center System

3.1.1. The company's orientation to develop Online Marketing activities of the ILEAD AMA Hue International English Center System

English in modern life today is like a passport and a bridge to help you easily get a stable job with a higher income. English must be learned and known to advance in work and keep up with the trend of economic integration and the constant development of society in the new era. But how to develop the English learning market to reach the right audience? It is based on how to build a marketing strategy for the center to be truly effective.

ILEAD AMA Foreign Language Center has been in operation for 7 years and has achieved certain successes with good marketing strategies. Currently, the ILEAD AMA Hue International English Center System is one of the typical centers in the field of providing professional English training services, becoming a prestigious brand and gradually becoming more familiar to Hue people.

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Thereby, to increasingly affirm its position and brand, the ILEAD AMA International English Center System offers the following development orientations in the coming time:

Firstly, focus on maintaining and expanding the market, developing the ILEAD AMA brand to leave an impression in the hearts of customers.

Second, build a more professional workforce and strengthen operations and management so that the center can develop further.

Third, always innovate marketing activities, improve modern marketing capabilities to attract potential customers.

Fourth, improve teaching quality, ensure the center's image and reputation.

Not only that, the center must increasingly focus and pay more attention to Online Marketing activities to improve operational efficiency to bring profits to the company.

Through the internship at the center and conducting research on this topic. Although the internship and apprenticeship time at the center was not long, I also realized that Online Marketing has contributed significantly to the current results that the center has achieved in the recent past.

3.1.2. SWOT analysis for Online Marketing activities of the current ILEAD AMA Hue International English Center System.

Strength

ILEAD AMA Hue is a service company in the education sector with a team of young, dynamic, knowledgeable staff, especially eager to learn technology, so developing Online Marketing areas will be very effective.

With a team of multi-talented, experienced staff in the field of Marketing, we have a familiar approach to customers. Understand each interest, habit, and need of potential customers. Always update the latest, modern trends in the direction of Online Marketing.

Weakness

Focus on optimizing Online Marketing tools but sometimes do not pay attention to the content of the article to make it attractive, impressive and attract customers. The content of the article may have all the content you want to convey but is not convincing, the images are not attractive and eye-catching.

Brand recognition is still low, not creating a difference in Online Marketing activities. Therefore, it is necessary to promote the brand on online channels with new and unique ideas. At the same time, combine with traditional Marketing to bring high efficiency.

Opportunity

Nowadays, the need to learn English for work as well as for the purpose of studying abroad is increasing. Therefore, the need to learn foreign languages is increasing rapidly and especially Hue city is currently one of the cities with a rapidly developing economy, so it focuses more on learning foreign languages to meet the increasing job demands of the market. They realize the great value of having a foreign language. This is an opportunity for foreign language centers to develop more strongly in

Hue city, not only stops at this area but can also develop to other areas.

Along with the development of the Internet with modern technological devices, the need to search for information of people is increasing. This is an opportunity for Online Marketing to develop more than half. Hue City is currently one of the cities with fast and modern development speed, fully equipped with infrastructure conditions. Along with the coverage of the Internet in the entire market of network operators such as Viettel, VNPT ...

Challenge

The growing economy leads to the development of many fields. All business fields have many competitors, and foreign language centers are no exception. ILEAD AMA's competitors are English centers such as AMES, ANI... These are also foreign language centers that provide educational services according to active learning methods. In addition, with a strong brand foundation, these foreign language centers also perform quite well in their Online Marketing fields. The programs also attract a lot of interactions. This is also a huge challenge for ILEAD AMA International Marketing Center.

The strong development of the Internet in general and social networks in particular is a great opportunity for Online Marketing to develop, but that does not mean implementing a mass strategy, it is necessary to have a plan for clear and reasonable promotion and advertising strategies. At the same time, it is necessary to manage the brand well on social networks.

3.2. Proposing some solutions to improve the operation of the ILEAD AMA Hue International English Center System

3.2.1. Specific solutions for Online Marketing tools of iLead AMA Hue International English Center System

3.2.1.1. Website

In order to improve the session index and bounce rate which are too high on the Center's website, innovating and creating content on the website to create highlights and attract customers' curiosity when accessing the website is the top priority. In addition, customers are encouraged to leave comments and reviews on the website to improve services.

services as well as pay more attention to updating programs and events after cutting staff due to the impact of the Covid-19 epidemic.

The images and colors of the website must be clearly coordinated to create sympathy with customers. Optimize the website interface so that users can view information while it can still display full information even when viewed on computers and mobile phones.

You should regularly update news, events, and full promotions so that customers can search and grasp information. From there, to attract customers and they can visit the website more.

Content should be posted in a planned manner. Appropriate posting times should be chosen. Posts should be strung together, using attractive images and videos, and appropriate article titles should be chosen.

In addition, the Center needs to clearly classify information about courses so that customers can grasp and search more easily, and need to be more specific about contact information and the Center's address for easy searching. It is necessary to link with many reputable websites with many users to be able to place advertising banners to attract customers to the Center.

Increase investment in the Center's website so that customers can search for information more easily, as well as maximize the ability to search for the keyword "ILEAD AMA".

3.2.1.2. Online consultation

Train a team of consultants who are knowledgeable, understanding and know all the center's courses. Proficient in using online consulting tools and software.

Caring, enthusiastically consulting and answering all customer questions in the best and most beneficial way for customers throughout the consulting process.

Highly skilled and professional implementation team

The team of consultants must have a lot of experience and be flexible in handling situations.

don't keep customers waiting

Provide all the information that customers need, the instructions must be easy to understand so that customers can grasp and understand as quickly as possible.

3.2.1.3. Facebook fanpage

Social networks or more specifically Facebook is one of the important and popular channels used by businesses today. It is a place for many people, especially young people, to update information.

Therefore, for this tool, there are some specific solutions as follows: Focus on running ads on the fanpage to improve KPIs. When customer interaction is low, the content on the Fanpage is not highly appreciated by customers, it is necessary to carry out some advertising campaigns aimed at fanpage fans and attract more customers to ILEAD AMA.

Increase likes and followers on Fanpage by building and creating meaningful programs for customers such as mini games, giving gifts with many attractive rewards to attract players. Create events on Facebook through events, promotions...

Videos with unattractive content are a bottleneck in fanpage operations. Improve content marketing for employees with online courses, and closely censor articles and videos before posting to improve their appeal, attract attention, and engage customers.

Marketing staff need to take care of Facebook and Fanpage on Facebook. Focus on answering and responding to customer questions and comments on fanpage, avoid making customers wait too long, causing discomfort or leading to negative feedback.

Currently, Facebook Marketing is on the rise, Facebook has a video embedding feature, with this feature, videos will be played automatically when users are browsing the news feed. From there, the center can create short videos for PR purposes or introduce the center, introduce the courses as well as the benefits and quality when students study here. Make viewers more interested, bring higher efficiency.

Finally, attach links to the Center's main website to create a network.

online information network for ILEAD AMA.

3.2.1.4. Email Marketing

Build a special care program for partners through email marketing. Learning about customer details (birthdays, anniversaries, founding dates, etc.) and sending emails with personalized content and titles helps the company maintain its image and increase customer retention.

Be creative with email content and subject lines: The format and subject lines of subsequent emails should be different from previous ones to avoid boredom and increase the likelihood of customers opening the email.

Need to consider and assign staff to participate in answering questions of

customers as quickly and accurately as possible.

Send emails at the right frequency and at the right time: This helps increase conversion rates, increase customers' ability to read emails, and analyze the impact of time on customers' email opening through previous email marketing activities.

It is necessary to create attractive messages to customers instead of spamming, along with reasonable layout and presentation. Besides, it is necessary to select and screen the right list of potential customers to send emails.

Technically, it is necessary to invest in automatic Email Marketing management software but still meet the requirements of good Email Marketing and not cause discomfort to customers.

CHAPTER 3 SUMMARY

Based on the development orientation of the ILEAD AMA Hue International English Center System, the existing problems and the suggestions of customers to promote Online Marketing activities in the increasingly competitive market conditions. In this chapter 3, we have analyzed and revealed solutions to contribute to the completion and increase the effectiveness of Online Marketing. Improve the content, form and specific solutions for the Center's Online Marketing tools.

PART III. CONCLUSIONS AND RECOMMENDATIONS.

1. Conclusion

Along with the explosive development of the internet, it can be affirmed that the internet has been playing an indispensable role for any business existing in the market, whether large or small. Along with the strong development of the internet, the form of Online Marketing has also developed rapidly and is increasingly popular, applied by businesses not only domestically but also globally in their business activities. Online Marketing tools possess outstanding advantages compared to other communication methods, have brought great success to businesses, helping to bring about progress in business, promote brands and images to consumers. However, to keep up with that trend, businesses must always innovate, constantly improve, update their knowledge as well as identify, build and effectively implement Online Marketing campaigns, which is the most necessary thing in this 4.0 era.

For the ILEAD AMA International English Center System, in order to penetrate the market, the center has determined that Online Marketing will play an important role in attracting customers and affirming its position and brand in the Vietnamese market in general and in Thua Thien Hue province in particular. However, many campaigns still have limitations such as inadequate human resources, the center's website has not been invested much, interaction with customers on the fanpage is also low... But it is undeniable that the center's constant efforts in applying, innovating and developing this new form of Marketing. In order for Online Marketing activities to be carried out more effectively and practically, ILEAD AMA needs to review and re-evaluate the Online Marketing activities that it is implementing for customers through customers and product consumers, and then make more efforts, come up with many development strategies, and change every day to suit the trend.

Hopefully, the issues analyzed in this study will provide a new, more realistic perspective on implementing marketing plans for customers, and provide additional necessary information. Based on that, the center can refer to choose, edit appropriately, and apply the most appropriate solutions for itself, promoting the application of Online Marketing in business activities more successfully. Contributing to the center's further development and expansion, contributing to the overall development of the country.

2. Recommendations.

2.1. Recommendations for the ILEAD AMA Hue International English Center System. Raise awareness of all employees as well as the company's leadership about new trends, as well as the importance of change and innovation in activities.

Online Marketing when doing for customers.

It is necessary to train multidisciplinary staff, who understand and perform many tasks to support the Online Marketing field so that this field can operate better. Specifically, staff who regularly take care of the website (update information, write content...) are trained in taking care of Facebook and fanpage on Facebook (post status, respond to customer comments or questions, create many events to attract customers' attention...) Staff responsible for content are trained to carry out customer care activities through email marketing.

Focus on investing in advertising campaigns for courses. Invest in and learn new technologies that are more optimized and easier for customers to use.

Create more opportunities for employees at the company to participate in training programs, practice skills in Online Marketing, and proficiently use Online Marketing tools to increase the effectiveness of marketing services.

The center needs to further promote sponsorship of charity programs to better promote the center as well as help customers know more about the ILEAD AMA Hue International English Center System.

3. Limitations

Besides the above contributions, the thesis also has some limitations as follows:

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