Trang 1 FOREIGN TRADE UNIVERSITY HO CHI MINH CITY CAMPUS ---***--- INTERNSHIP REPORT Major: International Business Economics THE EXECUTION PROCESS OF DIGITAL MARKETING CAMPAIGN FOR E
INTRODUCTION TO MEKONG COMMUNICATIONS
Overview of Mekong Communications Corporation
- Legal name: Mekong Communications Corporation
- Transactional name: Mekong Communications Corporation
- Business Type: Joint Stock Company (Corporation)
- Legal Representative: Mr Vo Duy Nghia – Chief Executive Officer
- Address: 12C floor, 58 Vo Van Tan, ward 6, District 3, Ho Chi Minh City
- Business Field: Marketing and Communications
Founded in 2008, Mekong Communications Corporation is a leading digital marketing agency with over 100 skilled employees specializing in marketing and advertising The company focuses on integrating Data, Strategy, Creativity, and Technology to deliver effective solutions for clients With a commitment to leveraging the latest technological innovations and understanding local consumer insights, Mekong continuously adapts to industry trends to formulate impactful strategies We believe that business success stems from an ongoing optimization process, where brands and agencies collaborate to refine customer messaging Our vision is to become the most trusted partner in promoting Vietnamese brands by providing top-notch digital marketing solutions both locally and internationally.
Image 1 1 Logo of Mekong Communications Corporation
1.1.2 Function and mission of Mekong Communications
Mekong Communications Corporation specializes in the Digital Marketing industry, offering a comprehensive range of services across various digital channels They focus on developing strategic plans and executing effective Digital Marketing strategies to help clients achieve their business objectives Additionally, Mekong runs marketing campaigns on multiple platforms, including Google, Facebook, YouTube, TikTok, and Zalo.
Mekong Communications Corporation is dedicated to enhancing Vietnam's value and supporting the community by connecting existing resources We offer optimal digital marketing services tailored to our clients' goals, positioning ourselves as a leading agency in delivering top-notch digital marketing solutions both domestically and internationally.
1.1.3 Organization structure and human resource of Mekong Communication 1.1.3.1 Organizational structure
To achieve the goals of an organization, certain organizational structure is needed Hierarchy of Mekong Communications is illustrated as below:
Figure 1 1 Organization chart of Mekong Communications
(Source: Mekong Communications, 2020, Internal Organization Structure)
Account Department Strategic Planning Department
Public Relations DepartmentHuman Resource DepartmentAccounting Department
Mekong Communications is a comprehensive digital marketing service provider, structured into distinct divisions such as Planning, Social Media, Art, and Public Relations This well-organized hierarchy promotes high specialization within each function, while also necessitating ongoing communication and transparency among departments The report will further elaborate on the key functions of these four main departments.
The Account Department serves as a vital link between the agency and its clients, ensuring effective communication throughout projects This team is responsible for coordinating collaboration, monitoring performance, and guaranteeing optimal results during project execution Therefore, it is undeniable that the Account Department is one of the most essential divisions within an agency.
The Social Department is responsible for analyzing consumer behavior across digital platforms, staying updated on social market trends, and producing various types of content for social media channels like Facebook, Instagram, and Zalo.
The Media Department focuses on choosing the most effective media channels to communicate advertising messages to end users on platforms like Google, Facebook, and YouTube By strategically running ads on these platforms, the department aims to enhance brand awareness and drive traffic to the brand.
Public Relations Department : Work closely with publishers such as
VNEXPRESS, Thanhnien, Zing.vn, Kenh14, etc and be responsible for writing highly-qualified PR articles based on clients’ required information.
Human resources play a vital role in the success of any business, emphasizing the importance of employees in today's technology-driven corporate landscape At Mekong Communications Corporation, employees exhibit high creativity, problem-solving abilities, and innovative thinking To gain insights into the management practices at Mekong Communications, research was conducted focusing on the company's human resource dynamics, particularly examining gender and age factors.
Table 1 1 Human Resource in Mekong Communications from 2020-2021
(Source: Mekong Communications, 2021, Internal Human Resource)
The table illustrates a steady increase in the number of employees at Mekong Communications, rising from 75 in 2020 to 95 in 2021 Notably, the gender distribution among employees is balanced Additionally, there is a significant rise in younger employees under the age of 30, increasing from 31 in 2020 to 62 in 2021, indicating that the dynamic marketing agency environment is particularly attractive to young talent.
1.1.4 Business performance from the period of 2018 - 2020
Table 1 2 Revenue, cost and profit situation of Mekong Communications
(Source: Mekong Communications, 2020, Internal Business Performance Report)
Between 2018 and 2019, the company experienced stable revenue and profit growth, aligning with trends in the advertising industry The revenue growth rate of 9.06% was primarily driven by securing several major clients in 2019.
Number Percentage (%) Number Percentage (%) Gender
6 also a slight increase in 2019 to 2018 Specifically, the company's total expenses in
2019 increased by VND 7,8 billion compared to 2018 (equivalent to 108,06%) This increase in costs is mainly due to the expansion of the company's operations
In late 2020, both revenue and costs for Mekong Communications Joint Stock Company declined, largely due to the complex expansion of the COVID-19 epidemic that impacted the entire industry Despite these challenges, the company effectively managed its operations to navigate the obstacles posed by the pandemic, which is expected to continue affecting the market in the coming years.
THE EXECUTION PROCESS OF DIGITAL MARKETING
Analysis of the execution process of Digital Marketing for Eurotile
Mekong Communications aims to be a leading digital marketing agency in Vietnam, providing exceptional digital marketing solutions The agency consists of various departments, each with distinct roles, necessitating a standardized working process This comprehensive process is executed in a systematic, step-by-step manner to ensure efficiency and effectiveness in their operations.
(Source: Mekong Communications,2021, Company Credential)
Implementing a marketing campaign at Mekong Communications requires a careful, step-by-step approach that involves various stakeholders Each phase must be meticulously followed and enhanced to ensure a seamless process Typically, the initial three steps take about 2-3 weeks, while subsequent steps vary based on the project's scale and timeframe, usually extending to 2-3 months To provide a comprehensive overview of the execution of a Digital Marketing campaign, I will analyze the detailed operations of the Eurotile campaign, highlighting the roles of different departments and offering personal insights throughout the entire process.
Figure 2 1 Execution process of Digital Marketing campaign at Mekong
Brainstormand make plan for the campaign
Present the plan (and adjust based on following feedbacks)
Follow upthe performance and results
2.1.2 Detail on execution process of Digital Marketing campaign for Eurotile 2.1.2.1 Receive brief from client (with detail requirements and information)
Mekong is set to plan and execute a digital marketing campaign for Eurotile, a leading ceramic tile company in Vietnam, beginning with a strategic meeting on May 12 This initial discussion involved key executives, including Mr Nam, Eurotile's Marketing Director, and Mr Tran Phi Long, Account Director at Mekong, and lasted over three hours Important details regarding the campaign were outlined during this collaborative session.
Table 2 1 A brief of Digital Marketing campaign for Eurotile brand
Client’s name EUROTILE Kiet tac gach men –
Campaign’s name Eurotile – Digital Marketing Campaign Q2.2021 Campaign’s objective To raise brand awareness
- Location: Hanoi or Ho Chi Minh City
- Income: ranging from 20 million VND and above Campaign’s duration 2 months (June, July - 2021)
Scope of Work Social Media (Facebook + YouTube) and Public
(Source: Mekong Communications, 2021, Internal Eurotile Brief)
The author identified several challenges in Eurotile's current situation, including an inadequately implemented marketing strategy and a failure to keep up with new market trends, which has rendered the high-end tile brand outdated To address these issues and innovate for Eurotile's business objectives, Mekong engaged in initial discussions that provided a comprehensive understanding of the tile industry and clarified the brand's needs Consequently, both parties established a new business relationship through a digital marketing campaign contract.
2.1.2.2 Making detailed execution plan for the Digital Marketing campaign
Starting May 17, all teams engaged in the Mekong project began collaborating to develop a campaign plan for the Eurotile brand In the initial planning phase, the Strategic Planning and Account teams played crucial roles by gathering valuable insights and providing overarching guidance Subsequently, other functional teams, including Media, Social, and Public Relations, joined the effort to create a more detailed plan tailored to each department's needs.
Completing the final proposal involves a comprehensive process of research, study, brainstorming, and collaboration across various functions, necessitating significant time and effort This planning phase typically spans 1-2 weeks and consists of four mini steps executed by different divisions Below, we outline these four essential steps for developing a comprehensive plan.
Step 1: Define goals for the Digital Marketing campaign
The primary objective of the Strategic Planning team was to enhance brand awareness for Eurotile, positioning it as a creator of a unique lifestyle that inspires customer creativity.
Step 2: Research on customers’ behaviour on digital channels
The Strategic Planning department reported that Vietnam has approximately 62 million users on Google, with 5.8 million users aged 30 to 45 Additionally, on Facebook, there are around 3.5 million users in Hanoi and Ho Chi Minh City within the same age group The Mekong team further analyzed this digital audience, providing a concise overview of their basic information.
Age: From 30 to 45 years old
Location: Ho Chi Minh City and Hanoi
Characteristics: Open-minded about future trends, caught up in designing and beauty, spending lots of time and money for shopping, …
Achievement seekers view homeownership as a significant milestone, transforming a house into a personal expression of their unique style and identity For this group, building a home goes beyond mere shelter; it represents a tangible accomplishment that reflects their aspirations and individuality.
Step 3: Make an execution plan (so-called Deployment Plan)
Following the identification of target customers, the Strategic Planning department formulated targeted strategies for this audience In light of the project's emphasis on digitally-empowered marketing, the Planning team selected the three most popular digital channels: Facebook, YouTube, and Digital Newspapers.
Eurotile, a brand catering to affluent middle-aged consumers, prioritizes Public Relations as a key strategy for engaging potential customers Additionally, leveraging platforms like Facebook and YouTube enhances outreach, boosts brand awareness, and encourages consideration of Eurotile’s products among a broader audience.
Facebook channels’ deployment plan (Channel 1)
The Social Media team established a comprehensive content strategy for Eurotile's fan page, encompassing the entire customer journey from Awareness to Consideration and Decision This strategy involved creating a series of detailed demo texts and visuals for content posts, enabling the team to assess alignment with the brand's direction effectively.
(Source: Mekong Communications, 2021, Internal proposal for Eurotile) Image 2 1 A demo illustration of content and visual for Facebook post
The Social Media team initiated partnerships with three prominent Facebook communities—Happynest, Ago Hub, and Viet CG—focused on home-oriented content This collaboration aims to share Eurotile-related posts on their platforms, enhancing brand awareness and engagement within these groups.
The Social Media team has engaged with Mr Le Hung Trong, a renowned architect in the house-building industry, to serve as the brand ambassador for Eurotile His collaboration will focus on two key areas: sharing Eurotile's posts on his personal Facebook account to enhance brand visibility and participating in interviews to discuss Eurotile's story.
Before initiating a YouTube strategy, the Media team identified key issues hindering channel growth, including infrequent video uploads, a limited subscriber base, and insufficient integration between the YouTube and Facebook channels To address these challenges and enhance customer engagement, the Media team recommends implementing a series of video advertisements on YouTube to boost awareness and interest among potential viewers.
YouTube Bumper Ad: The 6-second video ad format that requires viewers to finish the entire ad in order to continue watching the video
YouTube Discovery Ad: The ad format that appears on YouTube search results when a user searches on this channel
YouTube TrueView In-stream: The 30-second video ad format that is suitable for long and informative content
(Source: Mekong Communications, 2021, Internal Proposal for Eurotile) Image 2 4 Planning for YouTube advertising flow
Digital Newspaper’s deployment plan (Channel 3)
Comparisons between current execution and that of theory
The execution of a digital marketing campaign closely aligns with the foundational knowledge acquired at Foreign Trade University in Ho Chi Minh City This connection is primarily evident in the macro-management aspects of marketing, which encompass the marketing environment, target audience, service management, and the evolving trends in social marketing within the digital landscape.
Chapter I from "International Marketing" by Phillip R Cateora (2011) significantly enhanced my understanding of market trends and consumer behavior, as taught by Ms Nguyen Thi Thu Thao The macro environment and marketing trends are largely consistent worldwide, whether in developed or developing countries Additionally, I frequently utilize the SWOT and PESTEL models from "Marketing Management" by Phillip Kotler (2012), as instructed by Mr Vu Giang Nam, to conduct competitor analysis for Eurotile's branding strategy Recently, I completed the "Facebook Ads for Beginners" course on Coursera by Megan Adams (2021), which provided practical skills in setting up Facebook ads that align with real-world applications Overall, the theories and practical knowledge gained from both university and online courses have given me a comprehensive understanding of the macro marketing landscape essential for executing a successful digital marketing campaign at my company.
There are notable differences between theory and application, particularly regarding the Brand Development Index (BDI), which serves as a factor index method in marketing management A lower BDI typically indicates greater market opportunities for brand growth, suggesting less competition However, in practice, Mekong Company conducted a market analysis for Eurotile using a qualitative approach that relied on intuition and personal feelings, rather than the quantitative analysis provided by the BDI.
(Source: Phillip Kotler (2012), Marketing management, Pearson Education)
Theoretical methods are highly recommended over current practices at Mekong, as they significantly enhance data-driven decision-making While theory can be complex, it provides essential standards and indices for managing data effectively Additionally, with the ever-evolving media algorithms and continuous technological advancements, it is crucial for employees to stay updated on market trends, new technologies, and the latest innovations, ensuring that practice aligns seamlessly with theory.
General assessments on the current execution of the company
The Mekong company has experienced stable growth during its ongoing digital marketing campaign, thanks to its strong long-term business relationships Key strengths that contribute to this success include effective strategies and a commitment to fostering partnerships.
The current execution process clearly outlines the responsibilities of each department throughout the project, ensuring that every employee understands their tasks This clarity significantly reduces the need for reminders, streamlining the execution phase For example, in Eurotile’s campaign, the Social team manages Facebook, while the Media team handles YouTube ads, and the Public Relations team collaborates with digital publishers like Elle, VNExpress, and Kenh14 Consequently, this structured approach enhances expertise, clarifies roles, and boosts overall work efficiency.
Image 2 16 Calculating the Brand Development Index
Secondly, exceptional quality service is one of competitive strength of
Mekong Communications' Account team plays a crucial role in maintaining strong client relationships This department is trained to prioritize customer needs and possesses excellent interpersonal skills For instance, when production issues arise, the Account team is responsible for promptly identifying and addressing these problems, ensuring that the company meets its promised deadlines.
Transparent communication is essential for maintaining work efficiency within a company, impacting both internal teams and external clients A key element in fostering effective communication is establishing strong connections among all parties involved To ensure alignment, frequent meetings are organized that include representatives from all teams, where information is presented using verified data and relevant documents.
Besides the aforementioned strengths, the company still has some weaknesses that need to be improved for further development
The limited size of the company results in a constrained workforce, causing employees to manage multiple brands and projects simultaneously This multi-tasking approach allows staff to gain valuable knowledge and skills across various initiatives, enhancing their professional development.
The marketing agency faces challenges in managing a large volume of data from various customers and partners, leading to concerns about document and data storage The lack of a strict archiving system complicates the transition process for new employees, resulting in potential omissions of important documents and information This gap can hinder work progress and requires urgent attention, prompting the author to propose specific recommendations for improvement.
INTERNSHIP REFLECTIONS AND RECOMMEDATIONS
Lesson learned from the internship
During my internship, I gained invaluable knowledge and skills that have greatly enriched my experience The journey has been incredibly enlightening, filled with numerous learning opportunities at every turn.
Firstly, working for a marketing agency opens up the huge world of Digital
I am deeply passionate about the marketing industry, where I have gained valuable experience executing campaigns and collaborating with various stakeholders My work includes notable brands such as Heineken, NutiFood, and ILA Vietnam For instance, I participated in a music video production for Heineken's 30-year anniversary, launched a new product campaign for NutiFood, and managed Facebook advertising for ILA Vietnam Additionally, I have learned to use various media tools, including Facebook lead and messenger advertising, YouTube Sequence advertising, and Google Ads This journey has sparked numerous questions about the digital landscape, which I am eager to explore further.
As an Account Intern, I am gaining invaluable experience that brings me closer to my career aspirations in the advertising industry My role involves managing various campaign processes, ensuring smooth operations within the agency, and enhancing my communication skills through effective interactions with clients I actively participate in problem-solving, attend meetings, draft communications, and document project progress With a strong determination, I aim to advance to an Account Executive position within six months and become an Account Manager in three years, ultimately targeting an Account Director role in agency management.
My most valuable lesson from this internship is that hard skills alone do not determine a person's growth potential Despite being discouraged by my lack of experience, I discovered that patience, perseverance, and a willingness to learn are crucial for success Acknowledging my inexperience, I dedicated myself fully to every task at Mekong Communications Ultimately, I learned that hands-on experience not only equips me with essential skills but also boosts my confidence and fosters personal growth.
Initially hesitant about my internship, I soon recognized its invaluable role in providing practical experience that classroom learning cannot offer This opportunity allowed me to experiment, make mistakes, and ultimately grow, highlighting the importance of utilizing internships effectively for personal and professional development.
The primary purpose of my internship extends beyond merely achieving a good grade or fulfilling a university requirement; it immerses me in a challenging environment that transforms theoretical lessons into practical experiences This opportunity has broadened my perspective, exposing me to a vast world of creativity, innovation, and technology Grateful for this experience, I quickly adapted to the new setting, diligently noted every lesson learned, stayed engaged in the workflow, and actively participated in tasks beyond my original job description.
Recommendation for the Company’s development
3.2.1 Effectively recruit high-qualified talents
During my internship at Mekong, I observed that the company's small size often results in a shortage of human resources, causing employees to take on excessive workloads during campaign implementation To address this issue, I recommend that the company focus on efficiently recruiting young, high-quality talent to alleviate the workload and support future growth Additionally, exploring participation in various initiatives could further enhance the company's capacity and effectiveness.
Mekong Company can enhance its recruitment efforts by participating in 24 job fairs organized by universities in Ho Chi Minh City, including the Career Fair at Foreign Trade University This initiative provides the opportunity to attract and hire highly potential new graduates for various vacancies.
3.2.2 Create sustainable and big data storage
As a young and dynamic marketing agency, we are currently managing numerous projects accompanied by extensive documentation However, the lack of a centralized data storage system makes it challenging for employees, especially new hires, to access essential documents and work instructions during transitions in the HR structure To enhance information flow and ensure continuity during employee transfers, the company must standardize a centralized storage solution for work documents This data warehouse will be implemented on a platform tailored to our operational needs and work nature.
Mekong Communications, positioned as a local marketing agency, must enhance its culture of creativity to thrive in a competitive industry Creativity is vital for generating innovative ideas and pushing boundaries, especially in a landscape increasingly influenced by technology To ensure future growth, Mekong Communications should embrace an open-minded approach, stay updated on market trends, and encourage out-of-the-box thinking, moving beyond day-to-day operations to harness the full potential of human creativity.
In conclusion, over the course of internship at Mekong Communications, job practice gives me the confidence to recommend the company three above solutions
I strongly believe that with the right opportunities and a strong drive for transformation, Mekong Communications can demonstrate its worth and achieve results that will provide its clients with a competitive advantage in the digital marketing sector.
Ten years ago, online, offline, and hybrid platforms served merely as tools for customer engagement However, the rise of digital marketing has transformed this perspective, reflecting significant shifts in consumer spending habits Advances in technology and the growing popularity of digital channels necessitate that companies adapt their marketing strategies accordingly The COVID-19 pandemic acted as a catalyst, highlighting the crucial role of digital marketing and the urgent need for businesses to evolve Without embracing digital transformation, companies risk being left behind in an increasingly competitive landscape.
During the author's internship at Mekong Communications, they received invaluable support from experienced colleagues in Digital Marketing Over nearly five months, the author gained in-depth knowledge of implementing Digital Marketing campaigns for various brands, enhancing their understanding of industry trends Additionally, the internship allowed the author to apply valuable insights from Foreign Trade University to real-world scenarios, further enriching their practical skills in the field.
Starting my career in Digital Marketing through this internship has been an invaluable experience The knowledge and skills I have acquired will significantly contribute to my promising future in the industry.
Despite the author's diligent efforts, the report has notable limitations To enhance their knowledge and expertise in Digital Marketing, the author plans to engage in more real-world projects Additionally, the author welcomes feedback to improve the report further and provide better solutions for businesses in this industry.
1 Mekong Communications Corporation, 2018 Business Performance Report Company internal document
2 Mekong Communications Corporation, 2019 Business Performance Report Company internal document
3 Mekong Communications Corporation, 2020 Business Performance Report Company internal document
4 Mekong Communications Corporation, 2021, Internal Human Resource Report Company internal document
5 Mekong Communications Corporation, 2021 Credential Company internal document
6 Mekong Communications Corporation, 2021 Eurotile’s Digital Marketing campaign brief Company internal document
7 Mekong Communications Corporation, 2021 Digital Marketing proposal for Eurotile Company internal document
8 Phillip Kotler, 2012, Marketing management, Pearson Education
9 Philip, K., Gary, A., 2014, Principles of marketing Harlow: Pearson
10 Philip R Cateora, Mary C Gilly, John L Graham., 2011 International
11 Gach men Eurotile, 2021, Y tuong nghe thuat khong gian tu chat lieu op lat, [Online] Available at https://thanhnien.vn/tai-chinh-kinh-doanh/y-tuong-nghe- thuat-khong-gian-tu-chat-lieu-op-lat-1405576.html [Accessed August 17 , 2021] th
1 Mekong’s market research for Eurotile-related keywords
APPENDIX 1: MEKONG’S MARKET RESEARCH FOR
Top tile-related searches on YouTube
APPENDIX 2: SOME RECAPS ON PUBLIC RELATIONS OUTPUT IN
BAO MOI Doanh nhan cafe
APPENDIX 3: EUROTILE’S FACEBOOK CHANNEL REPORT
Report of Eurotile’s Facebook channel in latest days (July – August)
APPENDIX 4: EUROTILE’S YOUTUBE CHANNEL REPORT
Eurotile’s YouTube Channel views report
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