Overview of Online Marketing Activities

If Sig < 0.05: hypothesis H 0 is rejected

One-Sample T-test This test is used to test the hypothesis about the mean of a population. The hypothesis to be tested:

H0: µ = Test value H1: µ ≠ Test value Significance level: α = 0.05

If Sig. (2-tailed) ≤ 0.05: reject the null hypothesis H0

If Sig. (2-tailed) > 0.05: there is no basis to reject the hypothesis H0

6. Topic structure

The topic is divided into 3 parts as follows:

Part I: Problem Statement

Part II: Research content and results. This part consists of 3 chapters and is the main focus of the topic:

Chapter 1: Overview of the research problem

Chapter 2: Evaluation of Online Marketing activities of Philip Entertainment Media and Entertainment Company

Chapter 3: Proposed solutions to improve Online Marketing activities of Philip Entertainment Company.

Part III: Conclusion

PART II: RESEARCH CONTENT AND RESULTS CHAPTER 1: OVERVIEW OF THE RESEARCH PROBLEM

1.1. Theoretical basis

1.1.1. Overview of Marketing activities

1.1.1.1. Concept of Marketing Communication

“Communication is a continuous process of exchanging information, ideas, feelings,... sharing skills and experiences between two or more people to enhance mutual understanding, change perceptions, and adjust behaviors and attitudes to suit the development needs of individuals, groups, communities and society” (Basic Marketing Textbook, Hue University Publishing House - Nguyen Van Phat and Nguyen Thi Minh Hoa, 2015).

In a broader sense, marketing is a management and social process carried out by subjects and organizations through which their natural needs and desires are created, exchanged and satisfied. In a narrow sense in the business scope, marketing is the activities related to building useful customer relationships. Therefore, Philip Kotler and Gary Amstrong (2014) defined "Marketing is a process in which businesses create values for customers and build close relationships with customers to earn profits" (Basic Marketing Textbook, Hue University Publishing House - Nguyen Van Phat and Nguyen Thi Minh Hoa, 2015).

1.1.1.2. The role of Marketing communications

For businesses: Marketing helps businesses to survive long-term and firmly in the market because it provides the ability to adapt to changes in the market and external environment; Marketing creates a connection between the business's production activities and the market in all stages of the reproduction process.

For consumers, Marketing has the following benefits:

First, Marketing helps create many types and varieties of goods that can satisfy

satisfy the needs and desires of each customer group, each customer. Marketing research determines the needs and desires of consumers for products with specific forms and characteristics to guide production planners to implement.

Second, Marketing has place utility when the product is available right where the people need to buy it.

Third, Marketing has ownership benefits that appear at the end of the purchase behavior.

sale, then the buyer has full ownership and use of the product.

Fourth, Marketing creates information usefulness by providing information.

to customers through advertising messages, sales messages.

For society, Marketing has the following benefits:

First, Marketing is the provision of a standard of living to society. When we consider the entire marketing activities of businesses, especially the transportation and distribution activities, we see that the efficiency of the system of bringing goods from the producer to the consumer can have a great impact on the issue of social welfare.

Second, not only do businessmen and business managers perceive and apply marketing correctly, but macro-management agencies also need to have full and correct awareness to create favorable conditions, legal environment and pressures to direct businesses to operate according to a true marketing perspective.

1.1.2. Overview of Online Marketing activities

1.1.2.1. Concept of Online Marketing

“Online Marketing can be defined as the use of the internet and digital wireless and satellite technologies in connection with the implementation of marketing communications” (According to Dave Chaffey, Rachard Mayer, Kevin John and Fiona Chadwick, in the book Internet Marketing, 2002).

“Online Marketing is the process of planning, pricing, distributing and promoting products, services and ideas to satisfy the needs of organizations and individuals based on electronic media and the Internet” (According to Philip Kotler, 2007).

So Online Marketing is just a form of Marketing, Online Marketing is the conduct of Marketing activities through the Internet environment by using electronic means, computer network technology to research the market, develop product development strategies by promoting through Internet means, bringing the goods and services of the business to consumers in the fastest way. From there we can see the role of Online Marketing is extremely important.

1.1.2.2. The Role of Online Marketing

Marketing has the following roles:

Firstly, Marketing eliminates all barriers of distance. Because the form of online Marketing is essentially using the Internet environment to transmit information. Therefore, with just a device with an Internet connection, you can post product advertising content to consumers nationwide.

Second, Marketing helps save human resources and investment costs. Businesses can completely use it to get opinions and reviews from consumers in the most accurate way through popular social networking channels such as Facebook, Email, etc., then quickly fix product defects and errors.

Third, it is easy to monitor and evaluate changes according to each development period of the company or business. Specifically, when using Online Marketing on the Website, businesses can grasp the number of visitors, the main search content from customers, etc.

Fourth, with the widespread spread of the Internet, Online Marketing becomes a powerful "arm" for businesses to take a big step into the global economy. 1.1.2.3. Distinguishing between Online Marketing and Traditional Marketing

Both Online Marketing and Traditional Marketing aim to satisfy customers. Marketing campaigns are designed to attract potential customers and strengthen the trust of loyal customers.

The difference between online marketing and traditional marketing is shown in

table below:

Table 1.1: Comparison of Online Marketing and Traditional Marketing

Characteristic

Online Marketing

Traditional Marketing

Method

Using the internet, digital devices

Mainly use the

media

mass

Space

Not limited by borders

national and territorial boundaries

Limited by national and territorial borders

Time

Anytime, anywhere, fast response, information update in minutes

Only at certain hours, takes a lot of time and effort to change

ad or clip

Feedback

Customers receive information and respond immediately

instantly

It took a long time to

Customer information and feedback

Client

Can be selected

specific objects, direct access to customers

Cannot select group

specific object

Expense

Low, with small budget still can do, can control costs

High, large advertising budget, set for one-time use

Retention of information

Save customer information

easy and fast

It is difficult to store information.

of the customer

Maybe you are interested!

(Source: According to http://doanhnhanso.info )

1.1.2.4.Current forms of Online Marketing

Display Network Advertising

Google Display Network advertising, also known as Google Display Network advertising, allows you to connect with customers with a variety of advertising formats placed on Google's website system. Display advertising is related to many fields: sports, news, entertainment, economics, etc. With the current incredible growth rate, starting to advertise on the Google Display Network is the right choice for businesses. The benefits of advertising on the Google+ display network with more than 30 million monthly visits include:

(1) Has advertising coverage of up to 90% of global web surfers through millions of different popular websites.

(2) Affirm brand reputation.

(3) Target customers by selecting by age, interests, etc.

(4) Display banners in various formats: text, images, text, videos, etc.

(5) Display with different banner sizes.

(6) There are two ways to calculate payment: by click (CPC) or by impression.

(CPM).

When social network users search for information before, it will be saved in Google's memory. While you are surfing the Google advertising system, there will be ads in the above 3 forms appearing. If you are interested and click on them, the GDN ad - Google Display Network has been successful. How display ads work: choose exactly where the ad appears, automatically remarket to customers who have visited the website, display ads according to context.

SEM (Search Engine Marketing: marketing on search engines)

SEM is a form of online marketing that uses search engines such as

Google, Bing, etc. SEM includes: SEO and PPC.

SEO (Search Engine Optimization): is search engine optimization, a set of

Ways to bring the website to the highest position in users' search results on search engines by such methods as the website must have a sitemap, keywords must be bold, italic, meta keyword tags, images, H1, H2, H3 titles with keywords or not, 404 errors,...

PPC (Pay Per Click): is paying per click. The effect of this form of advertising is to help the business website to be in the Top 4 at the top or Top N on the right column, helping to increase the number of visitors to the website and the effectiveness can be measured quickly. PPC can provide you with almost immediate customers visiting the website and allows you to evaluate the business model in the shortest time. However, paying for each click value is highly competitive and must be calculated for a long period of time when you advertise, target advertising carefully, and monitor competitors.

Choosing between PPC and SEO impacts your business in different ways. If you want quick results and don’t have to invest a lot of time in long-term campaigns, PPC is a good option. If you want long-term growth, SEO may be a better choice. In some cases, combining the two may be the smartest approach.

Social network

With the development of the Internet today, social networks are no longer strange to consumers, this is an effective interactive tool between businesses and customers, using social networks helps businesses reduce costs but have higher reach. Some social networks used mainly in Vietnam:

(1) Facebook is a social network that allows people to connect with each other. The connection is not hindered by geographical distance. Facebook is a web application, an app installed on a computer, phone or tablet. As long as you have an electronic device like the one above and need an internet connection, you will be able to use Facebook. Facebook is considered a virtual account on the network that reflects the most authentic life outside. Facebook has the right to be proud of this. Everyone

Use Facebook to share your feelings and thoughts. Use Facebook to share life moments. Use Facebook to share joy and chat with friends. More advanced people use Facebook for business purposes, promotion, etc.

(2) Instagram is a free photo and video sharing application on Apple IOS, Android and Windows Phone. We can upload photos or videos to the service and share them with our followers or with a select group of friends. They can view comments and like the posts you share on Instagram. Anyone 13 years of age or older can create an account by registering an email address and choosing a username. Instagram is similar to Facebook or Twitter in that its main purpose is to connect users with friends, colleagues, and other users who share the same interests.

(3) Twitter is a free online social network that allows users to read, exchange and update short messages called tweets. Tweets are limited to a maximum of 140 characters and spread quickly within the user's group of friends or can be tagged with hashtags to reach a wider audience.

(4) Youtube is a product of Google. This is the most popular online video sharing website in the world today. Coming to Youtube, you can watch many videos from all over the world, from videos for children, TV shows, instructional videos, courses, ... Videos on Youtube in general are countless. With the videos you upload to Youtube, you can completely make money from it if you invest. You can watch Youtube on a variety of different device platforms, from computers to mobile devices, as long as you have an internet connection. The fast loading speed of videos brings a good experience to users during use. Advertising services from this channel also bring benefits not only to Youtube but also to businesses, advertisers, but also to all users and content producers, Youtube Partners.

Website

Website is the final destination of customers. Where the conversion rate is highest.

also the place with the lowest cost. The center publishes and stores valuable content.

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