GROUP ASSIGNMENT

SUBJECT: MARKETING (MKT101)

LECTURE: Duong Thi Thanh Hang

GROUP: 3

MEMBER:
Vo Doan Trinh
Tran Bao Anh
Tran Thanh Khai
Le Ly Nhat Minh
Nguyen Duc Tri
Le Cao Quy Dat
Nguyen Khac Tai
Abstract

Modern marketing has turned physical engagement into a virtual one where the customer is the
main actor and all the other players are the firm and the product it sells. Going back to the late
1980s, digital marketing is a technology that has grown in importance for companies competing
in more technology-driven markets. The paper elaborates on the digital marketing aspect that
business strategies are transformed, by doing so, scaling some parts such as Search Engine
Optimization (SEO), Social Media Marketing, Content Marketing, Pay-Per-Click (PPC), and Email
marketing. The research analyzes the impact of these strategies on both Business-to-Business
(B2B) and Business-to-Customer (B2C) sectors and it emphasizes the importance of online lead
generation as well as the creation of productive buyer journeys. Moreover, it is also discussed in
the paper, the use of digital marketing to conduct real-time marketing which facilitates customer
engagement and the increase of sales as well as loyalty through Google Analytics, Social Media
Analytics, and A/B testing. Digital marketing has gained even more popularity due to the cobweb
cost of traditional marketing, which has been augmented due to the COVID-19 pandemic. In the
end, this paper highlights the significance of measuring the effectiveness of digital marketing
through Key Performance Indicators (KPIs) such as conversion rates, ROI, and customer
acquisition costs and it also argues for the continuous improvement of the organisation through
performance reviews and strategic adaptation.

Introduction

Philip Kotler is considered the “Father of Modern Marketing." The advent of digital marketing
can be traced back to the early 1980s. The concept of digital marketing is increasingly recognised
as a vital tool for achieving a competitive advantage in today’s marketplace, where technology
and consumer behaviors are rapidly evolving (Bubenets & Slomintsev, 2022).

Due to digital marketing, the business environment has undergone significant change. As a
consequence, organizations have adopted new methods that indirectly enhance profit-making
concepts, return on investments, and the company handling techniques of different suppliers.
Many writers have found this to be a very fascinating subject for their studies in the last few
decades (Saura et al., 2019).

Business organizations use traditional marketing techniques along with digital marketing
techniques nowadays (Gupta, 2020). It is the motto of marketers, vendors, and business units to
build a bridge between buyers and brands. Technological advancements have led to a change in
the facets of qualitative goods and services (Yasmin et al., 2015). The growth of digital marketing
can be attributed to the growing competition among marketers, and their desire to earn more
profits, to lead the global market, and to reach all corners of the globe.
 Digital Marketing – a boost to today’s businesses:

Regardless of what your company sells, digital marketing still involves building out buyer’s
personas to identify your audience’s needs and creating valuable online content.

 B2B Digital Marketing:

Digital marketing initiatives for business-to-business (B2B) companies are likely to focus on
online lead generation, with the ultimate aim being a conversation with a salesperson. The
objective of your marketing strategy is to attract and convert the highest quality leads for your
salespeople through your website and related digital channels. Aside from your website, you'll
probably focus on business-oriented channels like LinkedIn, where your demographic spends
time online.

 B2C Digital Marketing:

The goal of digital marketing for a business-to-consumer (B2C) organization is to get people to
the website and turn them into buyers without ever having to talk to a salesperson. As a result,
you should concentrate more on creating an expedited buyer's journey that begins as soon as a
visitor appears on your website and ends as soon as they make a purchase from you rather than
on generating "leads" in the conventional sense. As a result, you may need to employ stronger
calls-to-action (CTAs) because your product features are often higher up in the marketing funnel
than they would be for a business-to-business (B2B) company.LinkedIn and other business-
focused sites are less useful than B2C channels like Instagram and Pinterest.

 Online behavioral advertising

The practice of collecting information about a user's online activity over time, "on a particular
device and across different, unrelated websites, in order to deliver advertisements tailored to
that user's interests and preferences

Components of Digital Marketing:

 Key Digital Marketing Strategies:

Search Engine Optimization (SEO): This is the process of increasing the quality and quantity of
traffic to a website through the acquisition of organic results, which means unpaid traffic coming
from search engines. This is especially helpful for websites, blogs and infographics as it attracts
visibility without the need for advertising.

 Social Media Marketing:

This is the process which involves the sharing of content and promoting branded messages on
platforms such as Facebook, Instagram, Twitter, and LinkedIn for the purpose of creating
 awareness, generating leads and directing traffic. It takes advantage of social networking and
increases reach by interacting with the audience.

 Content Marketing:
Identifying, evaluating, and meeting consumer needs are all part of content marketing (Balteș,
2015). Diversification, generating emotions, personalizing material, and localizing messaging for
certain audiences are all components of content marketing (Wong & Yazdanifard, 2015).

This strategy involves creators producing and distributing valuable and relevant content such as
articles, eBooks, infographics, and online booklets. This strategy is helpful in increasing the
brand, attracting traffic to the website and converting leads to customers.

 Pay-Per-Click (PPC):
This form of advertising enables businesses to pay a fee each time one of their ads is clicked.
Google advertising in the search results, Facebook advertising in paid ads and LinkedIn with
sponsored messages are all examples of PPC advertising methods that help to bring measurable
traffic to a website.

 Email Marketing:
The purpose of this activity is to send commercial messages to a group of people using email.
Customer engagement, marketing of products and services as well as customers retention are
some of the goals of this strategy. Typical emails include newsletters, emails sent as follow-ups,
welcome emails, holiday emails and nurturing emails with tips or offers

Importance of Digital Marketing:

Digital marketing is the selling of information, products, and services through a computer or
internet network (Dahiya, 2018). It encompasses various channels, including web-based, social
media, email, search engines, and mobile applications. This method allows businesses to
leverage real-time marketing and track the success of marketing efforts in real-time.

Digital marketing makes it possible for the rest of the Internet user community to get specific
thoughts on particular goods or services. Digital marketing also boosts sales and consumer
loyalty (Alexander, (n.d.) 2019).

People's purchasing decisions can be influenced by digital marketing based on comments or

views found online. Customer feedback aids in decision-making for the best possible
enhancement of goods or services. This form gives customers access to information about any
product or service accessible on the market, allowing them to compare them using the
information at their disposal (Puriwat & Tripopsakul, 2021).
 The covid 19 pandemic has also brought a dawn to the transition of digital marketing as it
provides businesses with the opportunity to adjust and flourish in a tech-centric world.
Traditional marketing is expensive and restricts expansion, whereas, digital marketing provides a
low-cost and very effective tool for companies to advertise products, reach customers and retain
customers in a competitive market (Schutte & Chauke, 2022).
https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_23_11_2_875-886.pdf

Measurement of digital marketing effectiveness:

 Key Performance Indicators (KPIs):

o Conversion Rate: It shows how active the campaign is in terms of purchases, sign-ups, and other
desired actions as well as the total number of users who completed those actions.
o Return on Investment (ROI): It allows us to see actual returns in light of amounts spent on
promotional activities; a favourable ROI is indicative of success.
o Click-Through Rate (CTR): The ratio of users who click on advertisements or links to the total
number of the targeted audience is used to measure the level of interaction with the audience.
o Customer Acquisition Cost (CAC): Essentially, it is a determinant of the efficiency of the strategy;
the higher the CAC, the bigger the effort required to gain new clients.

 Tools and Analytics:

o Google Analytics: A tool that logs the amount of traffic directed onto a website, how users
interact with the site as well as the journey a visitor takes before the desired action is taken.
o Social Media Analytics: Facebook, Instagram and other similar platforms allow seeing
engagement metrics (likes, shares) that serve to measure the exposure and activity regarding the
campaign.
o Email Marketing Analytics: Open rates and click rates and other similar parameters indicate
audience response to the email content.

 User Feedback and Testing:

o Surveys and Polls: They collect feedback from customers regarding their satisfaction with and
understanding of the campaigns and supplement the metrics with qualitative indicators.
o A/B Testing: Various kinds of marketing content are tested against each other and the most
attractive to the users is noted for future application.

 Continuous improvement:

o Performance Reviews: Checking strategy implementation, how strategic objectives have been
achieved, and evaluating the effectiveness of the KPIs provide accurate information, therefore
identifying competencies as well as weaknesses.
o Adaptation: Through the analysis of underlying figures, marketers can redefine their top
segments of recipients and adjust blogging or media coverage strategies or possibly reassign
budgets to other strategies.
List of references

Balteș, L. P. (2015). Content marketing—The fundamental tool of digital marketing. Bulletin of

the Transilvania University of Brasov. Series V : Economic Sciences, 111–118.
https://api.semanticscholar.org/CorpusID:158585610

Bubenets, I., & Slomintsev, D. (2022). The Current Aspects of Digital Marketing: Key Performance
Indicators. Business Inform, 11, 271–276.
https://doi.org/10.32983/2222-4459-2022-11-271-276

Dahiya, R., & Gayatri. (2018). A Research Paper on Digital Marketing Communication and
Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market.
Journal of Global Marketing, 31(2), 73–95. https://doi.org/10.1080/08911762.2017.1365991

Gupta, N. (2020). Digital marketing: Trends, opportunities, and challenges. Asian Journal of
Management, 11(4), 434–440.

Puriwat, W., & Tripopsakul, S. (2021). The Role of Viral Marketing in Social Media on Brand
Recognition and Preference. Emerging Science Journal, 5(6), Article 6.
https://doi.org/10.28991/esj-2021-01315

Saura, J. R., Palos-Sanchez, P. R., & Correia, M. B. (2019). Digital Marketing Strategies Based on
the E-Business Model: Literature Review and Future Directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86–103). IGI
Global Scientific Publishing.
https://doi.org/10.4018/978-1-5225-7074-5.ch005

Wong, A., & Yazdanifard, Assoc. Prof. Dr. R. (2015). The Review of Content Marketing as a New
Trend in Marketing Practices. International Journal of Management, Accounting and Economics,
2, 1055–1064.

Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the
Challenging Age: An Empirical Study. The International Journal of Management Science and
Business Administration, 1, 69–80.
https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006