- Desktop devices
Figure 2.11 Desktop index
In the desktop device section, the website scored 90/100, which is considered excellent. The company should maintain and promote its existing advantages. In addition, it should also consider and overcome some of the following disadvantages: Eliminate JavaScript and CSS that block display in the content on the first screen, Enhance cache in the browser, Optimize images. So that the website can run as quickly as possible on the desktop.
2.4.2.2. Viral Marketing
Currently the company does not have a facebook page, only using forums. The forums that the company participates in writing articles are http://www.doanhnhangioi.com/ , http://conduongdoanhnhan.vn/ ,…
Table 2.6 Forums the company is participating in
Forum
PA | SKIN | |
http://conduongdoanhnhan.vn/ | 26 | 15 |
http://www.doanhnhangioi.com/ | 1 | 13 |
http://doanhnghiepuytin.vn/ | 1 | 21 |
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Among all forums, http://conduongdoanhnhan.vn/ is the most highly rated and prestigious forum. This forum has a PA index of 26, DA is 15, the website is trusted and interacted with by many people. Therefore, this is an opportunity.
for companies to post articles about company information, launch new services, etc. for customers to refer to and choose.
2.4.2.3. Affiliate Marketing
Promoting affiliate marketing through websites such as www.aha.vn, www.trangvang.biz, www.yellowpages.vnnn.vn,... is the right choice because of its safety, speed, efficiency, automation and especially the company's website ranking on Google increases continuously thanks to the effective backlinks from the Affiliate marketing program.
Figure 2.12 Affiliate marketing via website www.yellowpages.vnnn.vn
Figure 2.13 Affiliate marketing via website www.trangvang.biz
2.4.2.4. Search Engine Optimization (SEO)
Search engine optimization (SEO) is one of the tools that businesses doing online marketing are very interested in, because when someone uses a search engine like Google, Bing, Yahoo, ... to search for something, they are often more interested in the results displayed at the top of the page than at the bottom of the page. Therefore, if the company's website is displayed at the top of the search page, it will be able to reach more customers. Therefore, businesses are currently competing to win a display position on the first page of a search engine, to do this they need to use tricks such as: adding a description to the website, using keywords for the website, ....
Figure 2.14 SEO Keyword Checker Tool
Below is the KEI index of the keywords the company used:
Table 2.7 KEI Index
STT
Key Words | Search | Competitive | Kei | |
1 | DANACEN INTERNATIONAL - Company Danacen International | 30 | 6 | 150 |
2 | Brand Identity | 720 | 21800 | 24 |
3 | event organization | 3600 | 171000 | 76 |
4 | film production | 90 | 21400 | 0 |
5 | press and television | 880 | 223 | 3473 |
6 | Dana Media | 30 | 624 | 1 |
7 | Team building & Travel MICE | 110 | 24 | 504 |
8 | HomeStay | 49500 | 1010000 | 2426 |
9 | Festival organization | 30 | 16900 | 0 |
10 | Dana Media Company | 5100 | 58 | 448448 |
11 | Danacen International Company | 30 | 39 | 23 |
12 | Danang events | 50 | 84 | 30 |
13 | event organization company | 720 | 722 | 718 |
14 | event organization in da nang | 10 | 8 | 13 |
15 | media company | 210 | 509 | 87 |
16 | event | 8100 | 181000 | 362 |
17 | event profile | 10 | 4 | 25 |
18 | advertising company | 720 | 2550 | 203 |
19 | advertising sample | 140 | 6350 | 3 |
20 | advertising sign | 720 | 12500 | 41 |
21 | advertising film | 1900 | 27400 | 132 |
22 | advertising company | 20 | 9 | 44 |
23 | forms of advertising | 260 | 525 | 129 |
24 | Tochucsukien | 90 | 624 | 13 |
25 | Danang events | 110 | 1020 | 12 |
26 | Danang event organization | 50 | 199 | 13 |
27 | cultural event organization | 390 | 7 | 21729 |
28 | festival event organization | 3600 | 3 | 4320000 |
30 | music program | 390 | 27 | 5633 |
31 | fashion show | 20 | 180 | 2 |
32 | versatile fashion | 110 | 497 | 24 |
33 | Danang model | 10 | 6 | 17 |
34 | pg da nang | 30 | 4 | 225 |
35 | PG Supply | 390 | 608 | 250 |
36 | model supply | 40 | 138 | 12 |
38 | Danang cruise | 50 | 43 | 58 |
39 | Dong Que tourism | 10 | 105 | 1 |
40 | Danang cinema | 10 | 65 | 2 |
41 | Danang Film Studio | 1900 | 63 | 57302 |
42 | festival travel | 70 | 565 | 9 |
44 | event creation | 50 | 1 | 2500 |
45 | Danang Event Organization Company | 50 | 10 | 250 |
46 | Dana Media Danang | 20 | 22 | 18 |
47 | Dana Media Vietnam | 8100 | 1 | 65610000 |
48 | Events | 110000 | 562000000 | 22 |
49 | model training | 50 | 136 | 18 |
50 | PG training | 390 | 1 | 152100 |
52 | run program | 170 | 1130 | 26 |
53 | beautiful people in da nang | 30 | 61 | 15 |
54 | Community Relations | 30 | 817 | 1 |
55 | web design | 27100 | 64200 | 11439 |
56 | website design da nang | 170 | 340 | 85 |
57 | web design danang | 1000 | 608 | 1645 |
58 | tour | 12100 | 50000 | 2928 |
59 | Danang tour | 3600 | 969 | 13375 |
60 | Danang tourism company | 140 | 9 | 2178 |
61 | Danang travel guide | 320 | 283 | 362 |
62 | tourist area in da nang | 70 | 3 | 1633 |
Thus, based on the table above, we see that the company has used a lot of keywords, but the keywords considered to be the most effective are Dana Media Viet Nam, to chuc su kien le hoi, and Dana Media Communications Company with very high KEI indexes of 65610000, 4320000, and 448448, respectively.
2.4.2.5. Internet advertising
In the era of information technology explosion like today, the internet is an indispensable tool in advertising products and services. Realizing the importance of that, the company has used this tool to post information about promotional programs and new services of the company on the website www.Danacen.net
2.4.2.6. Email marketing
Danace International Company uses email marketing for the purpose of selling, promoting the brand, building information channels to take care of current customers and find potential customers, advertising promotions, introducing and launching new products. However, the step of building a customer list is not scientific because the company only collects information about the recipient's email address without adding some personal information of the customer such as name, phone number, ... leading to the abuse of email to spam recipients excessively without personalizing email marketing to each customer.
Figure 2.15 Company email sent to customers
2.4.3 General assessment of the current status of internet communication activities of Danacen international company
Through evaluating the current status of internet communication activities of Danacen International Company, we can see that the company has been building a very good website in general, and needs to improve the reputation index and strength of the website. The company has used many keywords during 7 years of operation and used keywords effectively. In the coming time, the company should change some new keywords to build a new image of the company for customers. The company should look for some reputable forums to post articles, and should also consider building the company's image through Facebook to spread information more widely.
CHAPTER 3. BUILDING AN INTERNET COMMUNICATION PROGRAM FOR DANACEN DA NANG COMPANY
3.1 Basis for proposed solution
3.1.1 Based on the company's development orientation
The company's strategic goal in the period 2015 to 2020, the policy of building a company with a strong economy, diversified products, dynamic operations, widespread reputation, applying modern technology. With a roadmap outlined, Danacen international company, focuses on:
+ Building a company with a strong economy and diverse products: Danacen international company aims not only to design websites but also to be a prestigious media enterprise.
+ Bring the company's image closer to customers
+ Expand target customers to newly established, small and medium-sized enterprises.
3.1.2 Based on the current state of internet communication at the company
Through analyzing the media situation on the company's website, we see that the most used tool, regularly updated and transmitting the latest programs, bringing the company's attractive image is only available on the company's website. The company has not fully utilized other media tools, the company has not used Facebook for advertising, customer appreciation to build long-term relationships. The company has not advertised on tools such as Google Adword, banners, ... Therefore, the company needs to pay attention and correct its mistakes in communication activities. In addition, the company needs to launch more programs, activities, and events to attract customers with more uniqueness and appeal.
3.2 Building an internet communication program
3.2.1 Determine communication goals
The goal of the communication activity is to bring the company's image closer to the public, reaching more customers through the Internet environment. The communication program will introduce the service "Business support solution" (also known as 3-in-1 solution) to many new customers, especially newly established, small and medium-sized enterprises.
3.2.2 Media audience
For e-commerce and high-tech services such as Danacen International Company, most individuals and organizations today have a need for them, especially in a society that is pursuing the trend of industrialization and modernization. But this does not mean that the target customers that the company aims for are everyone, because that is too general and covers a market that is too wide, it is not certain that it will gain high profits and the advertising costs are too large. Therefore, it is necessary to clearly identify the target customers that we need to target, so that we can provide them with the best services, according to customer requirements.
The company’s communication target is small and medium enterprises, newly established enterprises in Da Nang city. Most of these targets are newly established enterprises, or established enterprises for a long time but do not have a main website, they want to establish a website for the company, want to find partners, etc.
3.2.3 Communication message
This is an important step because it fundamentally determines the attractiveness, level of attraction and persuasion of customers. These will be the basis for forming attitudes and behaviors as well as customer behavior in choosing or consuming the company's products or not.
To achieve success when having a close relationship with customers in the current market, the company has constantly tried to focus on its brand. Therefore, Danacen International Company should build an image for the Danang Entrepreneur Support Program, a program that when entrepreneurs and businesses come to it will: "Honor values - Enhance success". This program is highly digitalized, when coming to this program of Danacen International Company, the value of the business will be raised to a new level. This message is also the presence of Danacen International Company's services that have contributed to the business achievements of customers and organizations, increasingly helping the company achieve more success in the market.