ANALYZING DIGITAL MARKETING ACTIVITIES AT MINH KIET LTT FURNITURE JSC .... Analysis of Digital Marketing activities at Minh Kiet LTT Furniture JSC ... SOME SOLUTIONS TO IMPROVE THE EFFIC
THEORETICAL FOUNDATIONS OF DIGITAL MARKETING Error! Bookmark not defined 1.1 Concept of Digital Marketing Error! Bookmark not defined 1.2 The role of Digital Marketing Error! Bookmark not defined 1.3 Methods of conducting Digital Marketing Error! Bookmark not defined
According to Kotler and Armstrong (2009), "Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications, etc."
The American Marketing Association (2023) defines Digital Marketing as follows:
"Digital marketing refers to any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email, and similar channels to reach customers."
These definitions highlight that Digital Marketing involves the use of interactive technologies and electronic devices to connect consumers with sellers, utilizing various online channels and tactics such as websites, search engines, social media, emails, and more to promote products and engage with target audiences
1.2 The role of Digital Marketing
Digital Marketing plays a crucial role in today's business landscape, offering numerous benefits and opportunities for organizations to connect with their target audiences and achieve their marketing objectives Here is a detailed description of the role of Digital Marketing, along with a cited source:
Digital Marketing serves as a powerful tool for businesses to effectively reach and engage their target customers in the digital realm It allows companies to extend their brand presence, build brand awareness, and establish meaningful connections with their audience through various online channels and platforms
According to Chaffey and Ellis-Chadwick (2019), Digital Marketing enables businesses to leverage the reach and accessibility of the internet to deliver personalized and targeted marketing messages to their desired customer segments It facilitates the delivery of tailored content, offers, and promotions to specific audiences, increasing the likelihood of capturing their attention and driving conversions
Furthermore, Digital Marketing provides valuable insights and analytics that help organizations track and measure the effectiveness of their marketing campaigns Through data analysis, businesses can gain a deeper understanding of customer behavior, preferences, and trends, allowing them to refine their marketing strategies and optimize their efforts for better results
Moreover, Digital Marketing offers a cost-effective alternative to traditional marketing methods Compared to traditional advertising channels, digital platforms often have lower entry barriers and offer flexible budgeting options, making it accessible to businesses of all sizes This allows organizations to allocate their marketing budgets more efficiently and target their investments towards the channels and tactics that yield the best returns on investment
In summary, Digital Marketing plays a vital role in modern business strategies by enabling organizations to reach their target customers effectively, personalize their marketing messages, track campaign performance, and optimize marketing spend
1.3 Methods of conducting Digital Marketing
According to The American Marketing Association (2023), Digital Marketing is a broad term encompassing various channels and methods for promoting business interests to prospective customers It is a flexible practice that can be tailored to suit the specific needs and goals of a business.
Some common methods of conducting Digital Marketing include:
Search Engine Optimization (SEO): SEO focuses on improving a website's ranking in search engine results to increase online visibility and attract organic traffic
Search Engine Marketing (SEM): SEM involves using paid online advertising to enhance a website's visibility within search engine results pages It is often used in conjunction with SEO
Pay-Per-Click (PPC): PPC advertising allows businesses to display ads online and pay only when a user clicks on the ad This method can generate immediate visibility and targeted traffic
Social Media Marketing (SMM): SMM utilizes social media platforms to promote products or services and engage with target audiences Influencer marketing, which involves collaborating with social media influencers, is commonly employed in SMM Email Marketing: Email marketing involves sending promotional content and updates directly to prospective customers via email Automated newsletters are frequently used in this form of marketing
Affiliate Marketing: Affiliate marketing is a performance-based strategy that enables businesses to partner with affiliates who promote their products or services in exchange for a commission on sales
Content Marketing: Content marketing revolves around creating and distributing valuable and relevant content, such as blogs, videos, and podcasts, to attract and engage customers online
Native Advertising: Native advertising involves seamlessly integrating marketing materials into a medium, making the underlying message and marketing purpose equally important Sponsored content on external websites is a common form of native advertising
It's important to note that executing a successful digital marketing strategy often involves employing multiple methods that complement and reinforce each other Businesses need to strategically select and combine these methods based on their target audience, industry, and objectives
ABOUT THE COMPANY
General introduction about Minh Kiet LTT Furniture JSC
Established on March 16, 2015, with a tax code of 0106792281 and located at 119/24 Kim Dong, Hoang Mai District, Hanoi, Minh Kiet LTT Furniture Joint Stock Company (Minh Kiet LTT Furniture JSC) specializes in designing and constructing high-end interior products With an experienced and enthusiastic design team, the company is committed to providing customers with unique, luxurious, and practical interior products
The company's website, minhkiet.com.vn, allows customers to search and refer to the company's design and construction products, from apartments to coffee shops and offices
In addition, the company provides professional interior design and consultation services, from consultation and planning to installation Intending to provide customers with high-quality interior products and perfect services, Minh Kiet LTT Furniture JSC is always the top choice for customers in the internal design field
Established in 2015 in Ha Noi City, Vietnam, the company does not engage in interior product manufacturing activities but focuses on consulting, designing, and outsourcing high-end interior products The company quickly built a reputation in interior design with relentless effort and good service quality
To meet the increasing demand of customers, in 2018, the company decided to rebrand itself as Miki decor Miki decor is a high-end interior brand with unique, luxurious, and practical products
Minh Kiet LTT Furniture JSC and Miki decor brand have become one of Hanoi's leading interior design and construction companies
Minh Kiet LTT Furniture JSC aims to become one of the leading interior design and manufacturing companies in Hanoi and the northern region The company continuously strives to innovate and improve the quality of its products and services to meet the needs and preferences of customers Minh Kiet LTT Furniture JSC hopes to bring absolute satisfaction and the highest value to its products for customers Mission:
Minh Kiet LTT Furniture JSC's mission is to provide customers with beautiful, high-quality interior products that are suitable for the needs and styles of each customer The company is committed to using high-quality materials and modern production techniques to create interior products that ensure quality, durability, and safety for users The company desires to become a dependable partner for customers in building beautiful, convenient, and comfortable living and working spaces
Innovation and creativity: Minh Kiet LTT Furniture JSC continuously seeks new ideas to develop unique, beautiful, and practical interior products
Product quality: Minh Kiet LTT Furniture JSC uses high-quality materials and advanced production methods to create interior products that ensure users' quality, durability, and safety
Perfect service: Minh Kiet LTT Furniture JSC always provides the best possible services to customers, including consultation, design, production, installation, and product warranty The company is always ready to support and advise customers Resolute staff: Minh Kiet LTT Furniture JSC has an experienced and dedicated team of employees who are prepared to support customers in all matters related to the products
2.1.3.1 Organization chart in the company
Figure 2.1: Company structure of Minh Kiet LTT Furniture JSC
Source: Accounting Department, 2023 The company has six functional departments, each responsible for a specific work area, ranging from sales, marketing, design, production, and accounting to human resources The departments are organized logically and have interactive relationships with each other to ensure the smooth and efficient operation of the company Specifically, the Sales and Marketing departments are responsible for finding new business opportunities and increasing the company's revenue The Design department ensures the aesthetic and quality of the products The Production department manages the production process and ensures the quality of the products The Accounting department manages the finances and provides accurate financial reports, and the Human Resources department manages and develops the company's personnel With this organizational structure, the company focuses on its core activities, enhancing work efficiency, improving product quality, and meeting customer needs
The departments are logically organized and have an impact on each other, helping the company operate efficiently and develop sustainably in the long term
CEO: The CEO of Minh Kiet LTT is Mr Nguyen Minh Kiet, who is an experienced and skilled businessperson in the furniture industry With over 10 years of experience in the field, Mr Nguyen Minh Kiet has led Minh Kiet LTT to become one of the top furniture companies in Ha Noi His leadership has been instrumental in the company's success, as he emphasizes innovation, quality, and customer satisfaction in all aspects of the business Under his guidance
Sales Department: This department sells the company's furniture products The Sales department focuses on finding and retaining customers, building relationships with partners, finding new business opportunities, and ensuring revenue and profit Marketing Department: This department plays a vital role in developing the company's brand and marketing its products The Marketing department is responsible for developing marketing strategies, advertising, PR, and managing the company's website, social media, and other promotional activities
Design Department: This department is responsible for designing and ensuring the aesthetics and quality of the products The Design department is where new ideas are created to meet the needs and styles of customers while ensuring feasibility and effectiveness in production
Production Department: This department produces the company's furniture products The Production department is responsible for managing the production process, from ordering raw materials and manufacturing to quality control and installation of products
Accounting Department: This department manages the company's finances, including cost management, income and expense management, accounting, and financial reporting
- Collaborate on email marketing optimization
- Implement strategies to enhance email campaign performance and engagement
- Assist in social media monitoring and engagement activities
- Interact with the audience, respond to inquiries, and build customer relationships
- Support in creating and optimizing website content
- Enhance website content to improve user experience and drive conversions
- Assist in analyzing website performance and user behavior data
- Extract insights to identify areas for improvement and optimize website functionality
- Finalize internship report and presentation
- Summarize internship experience, achievements, and acquired knowledge
- Present the internship outcomes to the team and stakeholders
- Share insights, recommendations, and contributions made during the internship
- Reflect on personal growth and lessons learned throughout the internship
- Evaluate progress, identify areas of improvement, and set future goals
2.3 Internship at Minh Kiet LTT Furniture JSC
2.3.1 Department structure and internship position
Source: Marketing Department, 2023 The Marketing Department of Minh Kiet LTT Furniture JSC plays a crucial role in building and executing the company's marketing strategy Despite being a small company, the Marketing Department contributes significantly to brand building, customer attraction, and sales growth.
The Marketing Department consists of 5 members, including 1 website technical specialist, 2 content staff, 1 advertising setup staff, and a department head responsible for content management
Although the company's Marketing team is small, the members of the Marketing Department are dynamic, creative, and enthusiastic in their work They work together to ensure that the company's messages and brand image are effectively conveyed and attract customers
2.3.2 Working process and responsibility for arranging work
In the Marketing Department of Minh Kiet LTT Furniture JSC, the work placement responsibilities are as follows:
- Manage and oversee the overall marketing activities of the company
- Develop marketing strategies and plans in collaboration with other team members
- Set goals and targets for the department and monitor their achievement
- Coordinate and delegate tasks to team members
- Review and evaluate the performance of the Marketing Department
- Ensure the smooth operation and optimal performance of the company's website
- Handle technical issues, updates, and maintenance of the website
- Optimize website content, structure, and functionality
- Conduct regular website audits and implement improvements
- Stay updated on the latest web development and optimization trends
- Plan and set up online advertising campaigns on platforms like Google Ads and Facebook Ads
- Conduct keyword research and audience targeting to optimize ad performance
- Monitor and analyze campaign results, adjusting as necessary
- Collaborate with the content team to create compelling ad copies and visuals
- Stay updated on digital advertising trends and best practices
- Create engaging and relevant content for various marketing channels, including the company's website, blog, social media platforms, and advertising materials
- Conduct research on industry trends, customer preferences, and competitors' activities
- Write and edit content, ensuring accuracy, clarity, and consistency
- Collaborate with other team members to align content with marketing strategies
- Monitor content performance and make data-driven adjustments
The work placement responsibilities are assigned based on each team member's expertise and skills The department head plays a crucial role in coordinating and assigning tasks to ensure efficient workflow and achieve marketing objectives Regular
19 communication and collaboration among team members are essential to ensure a cohesive and successful marketing operation
Internship Minh Kiet LTT Furniture JSC 17 at 1 Department structure and internship position
2.3 Internship at Minh Kiet LTT Furniture JSC
2.3.1 Department structure and internship position
Source: Marketing Department, 2023 The Marketing Department of Minh Kiet LTT Furniture JSC plays a crucial role in building and executing the company's marketing strategy Despite being a small company, the Marketing Department contributes significantly to brand building, customer attraction, and sales growth.
The Marketing Department consists of 5 members, including 1 website technical specialist, 2 content staff, 1 advertising setup staff, and a department head responsible for content management
Although the company's Marketing team is small, the members of the Marketing Department are dynamic, creative, and enthusiastic in their work They work together to ensure that the company's messages and brand image are effectively conveyed and attract customers
2.3.2 Working process and responsibility for arranging work
In the Marketing Department of Minh Kiet LTT Furniture JSC, the work placement responsibilities are as follows:
- Manage and oversee the overall marketing activities of the company
- Develop marketing strategies and plans in collaboration with other team members
- Set goals and targets for the department and monitor their achievement
- Coordinate and delegate tasks to team members
- Review and evaluate the performance of the Marketing Department
- Ensure the smooth operation and optimal performance of the company's website
- Handle technical issues, updates, and maintenance of the website
- Optimize website content, structure, and functionality
- Conduct regular website audits and implement improvements
- Stay updated on the latest web development and optimization trends
- Plan and set up online advertising campaigns on platforms like Google Ads and Facebook Ads
- Conduct keyword research and audience targeting to optimize ad performance
- Monitor and analyze campaign results, adjusting as necessary
- Collaborate with the content team to create compelling ad copies and visuals
- Stay updated on digital advertising trends and best practices
- Create engaging and relevant content for various marketing channels, including the company's website, blog, social media platforms, and advertising materials
- Conduct research on industry trends, customer preferences, and competitors' activities
- Write and edit content, ensuring accuracy, clarity, and consistency
- Collaborate with other team members to align content with marketing strategies
- Monitor content performance and make data-driven adjustments
The work placement responsibilities are assigned based on each team member's expertise and skills The department head plays a crucial role in coordinating and assigning tasks to ensure efficient workflow and achieve marketing objectives Regular
19 communication and collaboration among team members are essential to ensure a cohesive and successful marketing operation
The Marketing Department at Minh Kiet LTT Furniture JSC follows a well- defined workflow to ensure smooth and effective marketing operations The process begins with planning and strategy development, where the department head collaborates with the team members to establish marketing objectives and devise appropriate strategies This phase involves determining the target audience, crafting compelling messaging, selecting marketing channels, and allocating the budget.
Once the strategies are in place, the department head assigns specific tasks and responsibilities to each team member based on their expertise and the requirements of the marketing plans Clear instructions and objectives are communicated to the team members, ensuring that everyone understands their roles and deadlines
The content staff plays a crucial role in conducting research on industry trends, customer preferences, and competitor activities Based on their findings, they create engaging and relevant content for various marketing channels, including the company's website, blog, social media platforms, and advertising materials This content aims to capture the attention of the target audience, convey the company's unique value proposition, and generate interest in its products and services
The website technical specialist takes responsibility for optimizing the company's website They ensure its smooth functioning, perform regular updates and maintenance, and optimize the website's content, structure, and functionality This role requires strong technical skills and attention to detail to provide users with a seamless and engaging online experience
Another crucial aspect of the workflow is the set-up and management of online advertising campaigns This task is handled by the advertising setup staff who plan and execute campaigns on platforms like Google Ads and Facebook Ads They conduct thorough keyword research, define target audiences, and create compelling ad copies to maximize the impact of the campaigns Continuous monitoring and analysis of the
20 campaign performance enable them to make data-driven decisions and optimize the campaigns for better results
Collaboration and coordination among team members are essential throughout the workflow Regular communication ensures alignment, sharing of progress, and addressing any challenges or issues that arise during the marketing activities The department head oversees the workflow, providing guidance and support when needed to ensure effective coordination and a cohesive marketing strategy
Performance evaluation and reporting form a crucial part of the workflow The department head assesses the effectiveness of the marketing activities based on predefined metrics and goals Reports and analyses are prepared to evaluate the performance of marketing strategies, identify areas for improvement, and make informed decisions for future campaigns and initiatives
By following this well-structured workflow, the Marketing Department at Minh Kiet LTT Furniture JSC efficiently execute marketing plans, create compelling content, optimize the company's online presence, and drive successful advertising campaigns The emphasis on collaboration, coordination, and evaluation ensures the department's efforts align with the company's goals and contribute to its growth and success in the competitive market
Table 2.2 Daily duties at the company :
8:30 AM Attend morning meeting and receive tasks
9:00 AM Conduct keyword research for SEO
10:00 AM Write engaging content for website and blog
11:00 AM Plan and create social media posts
1:30 PM Manage and optimize online advertising campaigns (Google Ads,
2:30 PM Interact with social networking groups and respond to customer inquiries
3:30 PM Research and gather information for content creation
4:00 PM Collaborate with design team for visual content creation
5:00 PM Review and analyze marketing performance metrics
5:15 PM Wrap up the day's tasks and prepare for the next day
ANALYZING DIGITAL MARKETING ACTIVITIES AT MINH KIET
Analysis of Digital Marketing activities at Minh Kiet LTT Furniture JSC
Figure 3.1: Website Minh Kiet LTT Furniture JSC
Source: Minhkiet.com.vn, 2023 The website Minhkiet.com.vn is being used and developed by the company as an important communication tool This website provides information about the company's introduction, projects, news, recruitment, and contact details Due to regular information updates, readers can easily learn about the company and the products and services provided by Minhkiet.com.vn.
One point worth noting is that the website updates the projects that the company has implemented This allows customers and interests parties to have an overview of the company's completed projects
In addition, the site also shares news related to design experience This provides additional value to clients and interested parties, helping them gain useful information and knowledge in the field of design
In general, the website minhkiet.com.vn has met the information needs of customers and interested people well However, the company can continue to develop the website by adding new information and improving the user experience to attract and retain customers
Google Page Speed Insights is a group of tools provided by Google to help optimize the performance of websites Page Speed Insights focuses on two main aspects: page load speed and user-friendliness.
Figure 3.2: Evaluation of the website performance of the company website through Google Page Speed
Source: https://pagespeed.web.dev , 2023 The Google Page speed score evaluates the performance of Minh Kiet LTT Furniture JSC's website and gives it a good score of 87 out of 100 This indicates that the website has been optimized to provide a good user experience and minimize page load time
Here is the breakdown of the scores:
Performance (Score: 87): This indicator measures the overall performance and loading speed of the website A score of 87 indicates that the website is optimized and delivers a fast and responsive browsing experience to users The website's pages load quickly, allowing visitors to access the content without significant delays.
Accessibility (Score: 89): The accessibility score evaluates how well the website can be accessed and used by people with disabilities or impairments A score of 89 suggests that Minh Kiet LTT Furniture JSC's website has implemented accessibility features and follows best practices to ensure that all users, including those with disabilities, can navigate and interact with the site effectively
Best Practices (Score: 67): This indicator assesses the adherence to best practices for web development and optimization A score of 67 indicates that there may be some areas where the website can further improve and align with industry standards It's recommended to review the specific recommendations provided by Google Page speed Insights to identify and address any potential issues
SEO (Score: 93): The SEO score reflects how well the website is optimized for search engines A score of 93 suggests that Minh Kiet LTT Furniture JSC's website has implemented effective SEO practices, making it more likely to rank higher in search engine results This can contribute to increased visibility and organic traffic to the website
These scores reflect the overall performance and optimization of the website in terms of speed, accessibility, adherence to best practices, and search engine optimization It suggests that Minh Kiet LTT Furniture JSC has taken steps to ensure a smooth and user-friendly browsing experience for its website visitors
Figure 3.3 Statistical results on Google Analytics :
Source: Marketing Department provided 05/2023 Based on the analysis of website traffic data, Minh Kiet LTT Furniture JSC's website received a total of 848 user visits during the week However, the number of sessions was 1100, which exceeded the figure of 848 This indicates that a user may access the website multiple times at different times.
The bounce rate is 40.61%, meaning that approximately 40.61% of the 848 visitors exited the website without taking any action after accessing it This may indicate that some visitors did not find the content engaging or satisfactory, leading them to leave The average session duration is 5 minutes and 25 seconds This value indicates that visitors spent a significant amount of time on the website It suggests that the content on the website is noteworthy and useful for users To maintain a high session duration, the website should have compelling content, well-written articles, a user-centered approach, and appropriate headings and content This is particularly important for an online food retail website, where a session duration longer than 5 minutes is considered good
In summary, through data analysis, it is evident that the bounce rate and session duration are important indicators for evaluating the effectiveness of the website and guiding improvements in content and user experience
Source: Marketing Department provided 05/2023 Analyzing the image of traffic channels reveals that the company's website primarily receives traffic from the following main sources:
Google/Organic search: This is the most important source of traffic and mainly comes from organic search results on Google This indicates that the company has achieved effectiveness in optimizing the website to appear in search results and attract customers from relevant keywords
Review of Digital Marketing activities of Minh Kiet LTT Furniture JSC
Advantages of Minh Kiet LTT Furniture JSC's Digital Marketing Activities:
- Wide Reach: Minh Kiet LTT Furniture JSC has been able to reach a large audience through its digital marketing activities By leveraging online channels such as the company website, social media platforms, and email marketing, the company has the potential to connect with a vast number of customers and prospects
- Cost-Effectiveness: Digital marketing activities often offer a more cost-effective approach compared to traditional marketing methods Minh Kiet LTT Furniture JSC's utilization of free email software, as mentioned earlier, and the ability to leverage online tools like Google sheet for customer data storage and sharing contribute to keeping costs down while achieving marketing objectives
- Customer Engagement: The company's digital marketing efforts, such as email campaigns and social media presence, provide opportunities for customer engagement By delivering relevant content, promotions, and design samples through email and allowing customers to provide feedback, Minh Kiet LTT Furniture JSC encourages interaction and fosters a relationship with its audience
- Targeted Marketing: Through data collection and analysis, Minh Kiet LTT Furniture JSC can identify potential customers and tailor its marketing messages accordingly By understanding customer needs and preferences, the company can create personalized campaigns that are more likely to resonate with the target audience, increasing the effectiveness of their marketing efforts
- Continuous Improvement: The company's review and evaluation of its email marketing response rates demonstrate a commitment to continuous improvement
By analyzing the results, identifying areas for enhancement, and considering adjustments in campaign strategies, Minh Kiet LTT Furniture JSC shows a proactive approach to optimizing its digital marketing activities.
Disadvantages of Minh Kiet LTT Furniture JSC's Digital Marketing Activities:
- Changing SEO Algorithms: The constant changes in Google's SEO algorithms pose a challenge for the marketing team Due to a heavy workload and budget limitations, the marketing staff may not have many opportunities to participate in external training courses to stay updated with the latest SEO practices This could potentially affect the company's search engine rankings and organic visibility
- Website Layout and Presentation: The company's website currently lacks an attractive and professional layout The presentation of information on the website appears cluttered and needs improvement Most of the company's blog posts mainly focus on product information rather than investing effort in finding customer insights on the business website There is a lack of sales-oriented content that urges customers to sign up or provide their information for conversion purposes (i.e., answering the question of "Why" customers should choose Minh Kiet LTT Furniture JSC)
- Ineffective Email Marketing: The company's email marketing efforts have not yielded significant results, as the customer response rate to emails remains low This indicates a need for improvement in crafting engaging and compelling email content that resonates with the target audience and encourages interaction and conversions
SOME SOLUTIONS TO IMPROVE THE EFFICIENCY OF DIGITAL
Improve staff skills in Digital Marketing
The Digital Marketing staff at Minhkiet.com.vn faces several challenges On one hand, they have an overwhelming workload, and on the other hand, some employees lack the necessary skills and knowledge for effective digital marketing activities As the business environment evolves daily, Google algorithms and digital marketing platforms also undergo changes To enhance the business effectiveness of Minhkiet.com.vn, it is essential to stay updated with these changes and improve the knowledge and skills of the digital marketing team
The company can organize internal training sessions led by the Head of the Digital Marketing department During these training sessions, the Head of the Digital Marketing department can share their knowledge and experiences with the team, thereby improving the performance of the employees Additionally, employees can discuss the challenges they face in their work, allowing the entire department to collectively find solutions
In addition to internal training sessions and inviting external experts, Minhkiet.com.vn can take further steps to improve the skills and knowledge of its digital marketing staff Here are some additional strategies the company can consider: Online Courses and Certifications: The company can provide access to reputable online courses and certifications in digital marketing Platforms like Google Digital Garage, HubSpot Academy, and LinkedIn Learning offer comprehensive courses covering various aspects of digital marketing By completing these courses, employees can gain valuable insights and earn certifications to demonstrate their expertise Industry Conferences and Workshops: Minhkiet.com.vn can sponsor and encourage its digital marketing team to attend industry conferences, seminars, and workshops These events provide opportunities for networking, learning from industry leaders, and staying updated with the latest trends and best practices in digital marketing Attending such events can inspire creativity and provide fresh perspectives to the team
Peer Learning and Knowledge Sharing: Establishing a culture of peer learning and knowledge sharing within the digital marketing team can be highly beneficial Encourage team members to share articles, case studies, and relevant resources with one another Conduct regular team meetings or brainstorming sessions where employees can discuss their experiences, challenges, and successful strategies This collaborative environment fosters continuous learning and helps the team stay abreast of industry developments
Mentorship Programs: Pairing experienced digital marketers with junior team members in a mentorship program can provide valuable guidance and support Mentors can share their expertise, offer advice on complex projects, and provide career development insights This mentorship structure promotes professional growth, boosts confidence, and enhances the overall performance of the digital marketing team Stay Updated with Industry News and Blogs: Encourage the digital marketing team to follow industry blogs, subscribe to relevant newsletters, and engage in online forums Staying informed about the latest trends, algorithm updates, and emerging strategies will empower the team to adapt quickly and make informed decisions in their campaigns
By implementing these strategies, Minhkiet.com.vn can create a continuous learning environment, nurture the skills of its digital marketing staff, and position itself as an industry leader in the ever-evolving digital landscape.
Developing Sales Leads through Landing Page Articles
In online marketing, a landing page serves as a tool to convert website visitors into potential customers It is the first step in building a relationship between the company and potential customers Landing pages are used for various purposes and encourage users to stay on the page A landing page is designed with a specific goal in mind, known as a Call to Action (CTA) Landing pages are widely used in different industries, including real estate, education, and product sales
To attract more customers and increase the conversion rate when visitors come to the website, the company should implement sales-oriented landing page articles The layout of a landing page can be structured as follows:
Main headline: The main headline should be attention-grabbing and clearly communicate the value proposition or key benefit of Minh Kiet's products or services
It should capture the interest of potential customers and entice them to explore further. Reasons why customers are interested: This section should address the specific needs and desires of customers By highlighting the benefits and solutions that Minh Kiet's products or services offer, the company can effectively appeal to customer interests and showcase how they can fulfill their requirements
How Minh Kiet can solve customer problems: This section should focus on explaining how Minh Kiet can address the challenges or issues that customers may be facing By providing concrete examples or case studies, the company can demonstrate their expertise and showcase successful projects that have solved similar problems Introduction to Minh Kiet company and key messages: In this section, Minh Kiet should provide a brief introduction to the company, its history, and its core values It is also an opportunity to convey key messages to customers, such as competitive pricing, quality craftsmanship, and outstanding customer service This helps differentiate Minh Kiet from competitors and build trust with potential customers
Reasons why customers should choose Minh Kiet: This section should highlight the unique selling points and advantages of choosing Minh Kiet over competitors It can include factors such as superior product quality, customization options, on-time delivery, or a wide range of design choices By showcasing the benefits of choosing Minh Kiet, the company can persuade potential customers to decide in their favor Showcase of business capabilities: Displaying previous successful projects or collaborations with well-known partners can serve as social proof of Minh Kiet's capabilities and reliability This section can include testimonials, client reviews, or images of completed projects, demonstrating Minh Kiet's expertise and ability to deliver high-quality results
Workflow of working with the company: Providing a clear and transparent workflow or process of working with Minh Kiet can help alleviate any concerns or uncertainties that potential customers may have By outlining the steps involved, from
39 initial consultation to final delivery, Minh Kiet can establish a sense of professionalism and make the customer journey smoother
Frequently asked questions: Anticipating and addressing common customer questions or concerns can help build trust and credibility This section should provide concise and informative answers to frequently asked questions, covering topics such as pricing, materials used, warranty, or after-sales support
Design samples for customers to reference: Including a section showcasing design samples or portfolio items can give potential customers a visual representation of Minh Kiet's work This can help them envision the possibilities and inspire them to take the next step in their decision-making process
Immediate consultation registration: To prompt immediate action, the landing page should include a clear call- -action button or form for customers to register for a to consultation or request more information By making it easy for potential customers to take the next step, Minh Kiet can generate leads and initiate valuable interactions
By structuring landing page articles according to this suggested layout, Minh Kiet can effectively capture the attention of potential customers, address their needs, showcase their expertise, and guide them towards conversion It is important to regularly review and optimize the landing pages based on customer feedback and analytics to continuously improve their performance and maximize the effectiveness of digital marketing efforts
Figure 4.1: Proposed layout for sales-oriented articles to be implemented by the company for its products/services
Source: Author, 2023 Implementing landing page articles based on this suggested layout can help Minh Kiet LTT Furniture JSC attract more customers and increase the conversion rate By
Main headline (related to the product or service the customer is interested in)
Reasons why customers are interested in this product/service (design needs for apartments, houses, villas, spas, etc.)
How Minh Kiet can solve the customer's problem or meet their needs
Introduction to Minh Kiet company and key messages conveyed to customers, such as competitive pricing and professionalism
Reasons why customers should choose Minh Kiet as the suitable destination, highlighting the advantages of minhkiet.com.vn
Showcase of business capabilities through previous collaborations with major partners
Workflow of working with the company
Design samples for customers to reference
41 highlighting the company's strengths, showcasing previous successful projects, and addressing customer needs, the landing page articles can effectively engage potential customers and drive them towards acting
Implementing sales-oriented landing page articles can provide several advantages for Minh Kiet LTT Furniture JSC in their digital marketing activities Here are some additional benefits:
Increased Conversion Rate: Landing pages are specifically designed to encourage visitors to take the desired action, such as making a purchase or submitting their contact information By structuring landing page articles with a clear call to action and addressing customer needs, Minh Kiet can increase the likelihood of converting website visitors into potential customers
Improved Customer Engagement: Landing pages allow Minh Kiet to provide targeted and focused information to potential customers By addressing their specific interests and showcasing the company's expertise, customers are more likely to stay engaged and explore the offerings further
Enhanced Brand Perception: A well-designed landing page with professional visuals and compelling content can significantly improve the perception of Minh Kiet's brand By conveying key messages about competitive pricing, professionalism, and the advantages of choosing Minh Kiet, the company can establish itself as a trustworthy and reputable brand in the eyes of potential customers
Better Understanding of Customer Needs: By incorporating sections that highlight the reasons why customers are interested in Minh Kiet's products or services, the company can gain valuable insights into customer preferences and design needs This information can be used to tailor future marketing strategies and improve overall customer satisfaction
Showcasing Success Stories: Including a showcase section that highlights previous collaborations with major partners allows Minh Kiet to demonstrate their business capabilities and success in delivering quality projects This can instill confidence in potential customers and showcase the company's track record of excellence
Enhancing the Effectiveness of Email Marketing
Building special nurturing programs for partners through email marketing is crucial By understanding detailed customer information (birthdays, anniversaries, establishment dates, etc.) and sending personalized emails with tailored content and subject lines, the company can maintain its brand image and increase customer retention. Creativity in Email Content and Subject Lines: The format and subject lines of subsequent emails should be different from previous ones to avoid monotony and increase the email open rates Sending emails at the right frequency and timing is important to improve conversion rates and ensure customers read the emails To ensure effective email marketing campaigns, the following elements should be considered: Email Marketing Data Source: The emails should be sent to individuals who have given consent to receive them, such as through newsletter subscriptions or opt-ins It is essential to collect quality data from various sources actively
Create a list of important customers and partners, including their names, birthdates, professions, and positions Update this list monthly to avoid missing out on customers Create a list of objectives and schedule for email sending
Table 4.1 List of Objec: tives and Email Sending Schedule
Sending birthday greetings to customers and partners
Sending congratulations on the partner company's anniversary
Vietnamese holidays and foreign partners' holidays
1/1 Lunar New Year 14/2 Valentine's Day 27/2 Vietnamese Doctor's Day 8/3 International Women's Day 30/4 Reunification Day 1/5 International Labor Day 28/6 Vietnamese Family Day 15/8 Mid-Autumn Festival (Lunar Calendar)
13/10 Vietnamese Entrepreneurs' Day 20/10 Vietnamese Women's Day 31/10 Halloween
24/12 Christmas 1/1 New Year's Day Sending notifications about special promotional programs according to the company's plan
According to the company's plan
Sending notifications about monthly sharing and book exchange events
According to the company's plan
Sending notifications about contests organized by the company on forums
According to the company's plan
Source: Author, 2023 Track the performance of each email:
- It is mandatory for the company to monitor the open and click-through rates of the emails to have opportunities for improving their content
- Utilize email performance data to run A/B testing to understand what recipients truly want from the company's newsletters and adjust trends to make email campaigns more engaging
EVALUATION OF THE INTERNSHIP PROCESS
Advantages in the internship process and difficulties in the internship process
As an intern at this company, I have been fortunate to experience various advantages of the internship process These advantages have significantly shaped my professional growth and provided valuable insights into the working world Here are some of the advantages I have encountered:
Practical Experience: One of the most valuable aspects of this internship is the opportunity to gain practical experience From day one, I have been involved in real projects and tasks that have allowed me to apply the knowledge and skills I acquired during my studies This hands-on experience has deepened my understanding of the industry and equipped me with practical skills to benefit my future career
Skill Development: I have developed and enhanced many professional skills throughout the internship Working closely with experienced professionals has taught me effective communication, time management, and problem-solving skills I have also honed my technical abilities and better understood industry-specific tools and software Networking Opportunities: This internship has provided me with valuable networking opportunities I have had the opportunity to interact with professionals in various departments and build connections that can assist me in my future career endeavors The guidance and mentorship I have received from experienced individuals have been instrumental in expanding my professional network
Resume Enhancement: Being an intern at this company has significantly bolstered my resume It demonstrates my commitment to professional growth and showcases my ability to contribute to real projects and initiatives The experience gained during this internship will make me a more competitive candidate in the job market
Learning and Exploration: This internship has allowed me to explore different aspects of the company's operations and comprehensively understand the industry By working in various departments and collaborating with different teams, I have had the
46 opportunity to broaden my knowledge and explore potential career paths within the organization
While the internship has been an enriching experience, it has its challenges As I navigate through this process, I have encountered a few difficulties:
Balancing Workload: Managing the workload of an intern can be demanding, especially when juggling multiple projects and responsibilities However, I have learned to prioritize tasks, seek support when needed, and effectively manage my time to ensure that I meet deadlines and deliver quality work
Learning Curve: As an intern, I have faced a learning curve in adapting to the company's systems, processes, and culture Becoming familiar with new tools, procedures, and expectations takes time However, I have actively sought guidance from my colleagues and supervisors, which has helped me overcome these initial challenges Limited Experience: As an intern, I may have limited experience compared to full- time employees However, I have embraced this as an opportunity to learn and grow, seeking feedback and actively participating in training programs or workshops offered by the company to enhance my skills and knowledge
Networking and Building Relationships: Building relationships within the company can be challenging, mainly when working remotely or in a large organization However, I have engaged with colleagues through virtual platforms, participated in team-building activities, and sought opportunities to connect and learn from others
5.2 Results achieved and contributions to the company during the internship
5.2.1 General results of marketing for products
During my internship, I have had the opportunity to contribute to the marketing efforts for various products within the company Through strategic planning, execution, and analysis, I am proud to share some of the general results achieved:
Increased Brand Awareness: We have successfully increased brand awareness for the company's products by implementing targeted marketing campaigns We have
47 reached a wider audience and generated positive brand impressions by utilizing various digital marketing channels, such as social media, email marketing, and content creation Expanded Customer Base: Our marketing initiatives have also led to an expansion of the customer base We have attracted new customers who align with our product offerings by identifying and targeting specific market segments This growth in the customer base has contributed to increased sales and revenue for the company Improved Customer Engagement: We have fostered better customer engagement by developing and implementing engaging marketing strategies By creating valuable content, interactive campaigns, and personalized communication, we have strengthened the relationship between the company and its customers This has resulted in increased customer loyalty and satisfaction
Enhanced Online Presence: Our digital marketing efforts have helped improve the company's online presence By optimizing the website, implementing effective SEO strategies, and utilizing social media platforms, we have increased organic traffic, improved search engine rankings, and enhanced the overall visibility of the company's products online
Data-driven Decision Making: As part of the marketing team, I have actively contributed to data collection and analysis By monitoring key performance indicators (KPIs), conducting market research, and analyzing customer behavior, we have gained valuable insights that have informed marketing strategies and decision-making processes This data-driven approach has led to more targeted and effective marketing campaigns
5.2.2 Personal results contributed to the marketing department and the company of the product
Throughout my internship, I have made specific contributions to the marketing department and the success of the company's products Here are some of the personal results I have achieved:
Project Management: I have successfully managed various marketing projects, ensuring timely execution and meeting project objectives This involved coordinating
48 with cross-functional teams, setting project timelines, and monitoring progress to ensure deliverables were met
Content Creation: I have actively contributed to content creation initiatives, including writing blog posts, social media content, and marketing collaterals By creating compelling and engaging content, I have helped attract and retain the target audience's attention, driving increased website traffic and customer engagement Social Media Management: As part of the marketing team, I have managed social media platforms for the company's products This included developing social media strategies, creating, and scheduling content, engaging with the audience, and analyzing social media performance These efforts have resulted in increased social media followers, improved brand visibility, and higher user engagement
Market Research: I have conducted market research to gather insights into customer preferences, market trends, and competitor analysis This research has helped inform marketing strategies, product positioning, and target audience segmentation, contributing to more effective and targeted marketing campaigns
Analytics and Reporting: I have analyzed marketing data, prepared reports, and presented findings to the marketing team By tracking and analyzing key metrics, I have provided valuable insights into the performance of marketing campaigns and initiatives, helping identify improvement and optimization areas
Internship gained
During my internship at this company, I have gained valuable experiences and skills that have contributed to my professional growth and development Here are some of the critical aspects of my internship experience:
Hands-on Experience: The internship allowed me to apply theoretical knowledge from my studies to real-world marketing projects I worked on various marketing campaigns, collaborated with team members, and handled practical tasks related to market research, content creation, social media management, and data analysis Professional Networking: Throughout my internship, I had the opportunity to interact with professionals in the marketing field, both within the company and through industry events Building connections and networking with experienced individuals has broadened my understanding of the marketing industry and opened doors for future collaborations and career opportunities
Teamwork and Collaboration: Working alongside experienced marketing professionals and cross-functional teams has enhanced my teamwork and collaboration skills I have learned to communicate ideas effectively, contribute to group discussions, and work towards common goals This experience has helped me develop strong interpersonal skills and an understanding of the importance of teamwork in achieving successful marketing outcomes
Time Management and Prioritization: The fast-paced nature of the internship has taught me how to manage my time efficiently and prioritize tasks effectively Juggling multiple projects and deadlines has improved my organizational skills and ability to meet project objectives within given timeframes
Industry Insights: The internship provided valuable insights into the marketing industry, including emerging trends, consumer behavior, and evolving digital marketing strategies By staying up to date with industry news and actively participating in marketing activities, I have gained a deeper understanding of the challenges and opportunities in the field.
Future career plan
Based on my internship experience and the knowledge I have gained; I have developed a clear vision for my future career in the marketing field My future career plan revolves around continual learning, specialization, career advancement, and entrepreneurial endeavors
First and foremost, I recognize the importance of continual learning in the fast- paced marketing world I plan to actively pursue professional development opportunities to stay relevant and competitive This includes enrolling in relevant courses, attending industry conferences and workshops, and staying updated with the latest marketing trends and advancements I can adapt to the evolving industry landscape and deliver effective marketing strategies by continuously expanding my knowledge and skills in digital marketing, data analytics, and consumer behavior
As I progress in my career, I aim to specialize in a specific area of marketing that aligns with my interests and strengths By focusing my efforts and becoming an expert in a particular field, such as social media marketing, content marketing, or brand management, I can provide specialized knowledge and significantly impact that area Specialization will allow me to develop a deeper understanding of the nuances and intricacies of the field, positioning me as an asset to any organization
Regarding career advancement, I aspire to take on increasing responsibility and leadership roles within the marketing field By consistently delivering results, demonstrating my expertise, and effectively leading teams, I aim to progress into managerial positions In these roles, I can contribute to the strategic direction of marketing initiatives, guide, and mentor junior team members, and play a key role in driving organizational growth and success
Looking ahead to the long term, I am strongly drawn to entrepreneurship and the prospect of starting my own marketing-related business Combining my passion for marketing with my entrepreneurial spirit, I envision creating innovative solutions, building successful marketing campaigns, and positively impacting the industry This entrepreneurial endeavor will allow me to have more creative freedom, pursue my ideas, and potentially shape the future of marketing
1 Some documents of Minh Kiet LTT furniture JSC in 2020 - 2023
2 Kotler, P., & Armstrong, G (2009), Principles of Marketing, Prentice Hall
3 American Marketing Association (2023), Digital Marketing, Retrieved from https://www.ama.org/what-is-digital-marketing/
4 Chaffey, D., & Ellis-Chadwick, F (2019), Digital Marketing: Strategy, Implementation and Practice, Pearson.