Chuyên đề tốt nghiệp: The evaluation of online marketing activities of Fubon Life Insurance Company Limited from 2019 to 2021 and recommendations

Research Objectives n6 e

In this study, the author sets the general objectives of analyzing the current situation of online marketing activities for Fubon Life from 2019 to 2021 and proposing some online marketing recommendations for the company. Accordingly, the research is expected to achieve the following specific objectives: e Examine and assess the current situation of online marketing activities for Fubon Life Vietnam in the period from 2019 to 2021. e Research and analyze online platforms utilized and marketing metrics applied in the online marketing activities of Fubon Life Vietnam. e Analyze factors affecting online marketing activities of the company. e Propose some recommendations for improving the online marketing activities of Fubon Life.

The author would focus on online marketing activities in Fubon Life from

2019 to 2021 At the same time, marketing staff of Fubon Life and potential

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B customers between the ages of 18 and 55 having the need of buying life insurance and habit of using social networks are targeted as the research population.

To reach the research objectives, the author concentrates on addressing the following questions: e What is the current situation of online marketing activities of Fubon

Life Vietnam from 2019 to 2021? e What are the most commonly used online marketing tools in online marketing activities of Fubon Life? e Which metrics are used to evaluate online marketing activities in Fubon Life Vietnam? e What are the factors affecting online marketing activities of the company? e What are the recommendations for improving the online marketing activities of Fubon Life?

Secondary data includes information from newspapers, magazines, life insurance market analysis articles and related research results available on the Internet In addition, the study uses internal data provided by the company and data on the websites of competitors such as Manulife, Daiichi This data source is collected for the purpose of serving as a basis for the author to analyze the characteristics of the Vietnamese life insurance business market as well as information to analyze the current situation of online marketing activities and evaluate the strengths and the weakness of Fubon Life compared to competitors in the market.

Primary data is the information collected from employees and target customers of the company through conducting online surveys with surveying objects These data are aggregated and analyzed to assess the current situation of marketing activities on the Internet and be the basis for the author to make an online marketing proposal for Fubon Life to ensure that it is consistent with the business's orientation as well as the public’s demand.

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B

Desk research collects internal company data and data related to competitors’ Internet marketing along with analyzing data using performance measurement tools such as Fan Page analysis tool, Website, keyword search The second approach is interviews, which is conducted with the Marketing Manager of the company using a specific questionnaire The third method the author applies is online survey, which is built on the Google Form tool and sent to the audience via the social networking platform, namely Facebook.

The writer takes quantitative data and qualitative data for analyzing data. Quantitative data through the survey were collected and analyzed using Excel software Qualitative data through interviews are analyzed through key words in each appropriate context.

Apart from the introduction and conclusion, the study is divided into five major sections:

Chapter 1: An overview of Fubon Life Insurance Company Limited

This part provides general information about Fubon Life Co., Ltd with regard to the company's history of formation and development, vision and mission, main services and organizational structure In addition, the company's online marketing situation and business results in the period of 2019 to 2021 are also presented in this part.

The second chapter focuses on the theoretical basis of online marketing, marketing market, online marketing tools and factors affecting online marketing activities of enterprises Accordingly, the author also analyzes and present the impacts of micro and macro factors on online marketing activities.

This chapter provides background information about participants, data collection approaches and analysis procedure and detailed explanation of the methodology based on research objectives.

This chapter analyzes the information gathered from online marketing activities of the company and identifies some existing problems.

The author summarizes the information collected and _ offer recommendations with practical applications to improve the company's online marketing activities in the current situation in this chapter.

CHAPTER 1: AN OVERVIEW OF FUBON LIFE INSURANCE

VIETNAM CO., LTD This part provides general information about Fubon Life Co., Ltd with regard to the company's history of formation and development, vision and mission, main services and organizational structure In addition, the company's online marketing situation and business results in the period of 2019 to 2021 are also presented in this part.

1.1 Overview of Fubon Life Insurance Vietnam Co., Ltd

1.1.1 Foundation and development Fubon Life Vietnam is a company specializing in life insurance products established with 100% foreign investment in Vietnam The company, which is a subsidiary of Fubon Life Insurance Company Limited, licensed by the Ministry of Finance to operate in Vietnam in 2010 with its official headquarters in Hanoi and many branches in Vietnam With the constant efforts to provide diversified financial protection products along with packaged services to customers, Fubon Life Vietnam has become one of the leading companies in the life insurance sector with the company milestones as follow: e 2010: officially licensed by the Ministry of Finance to operate in Vietnam. e 2015: Fubon Life Insurance - the parent company of Fubon Life Vietnam decided to raise charter capital for Fubon Life Vietnam to 1400 billion VND This shows that the corporation considers Vietnam as a strategic market. e 2013-2017: be in the list of the top 100 best products and services for families and children, and the top 10 prestigious insurance companies. e 2013-2022: won the Golden Dragon Award for eighth consecutive year.

1.1.2 Vision, mission and core values Vision

Fubon Life Vietnam aims to develop the product portfolio based on customer needs while building a customer relationship management database to analyze customer data in order to form market segments In addition, the company offers a variety of life insurance products for different channels and target audiences Providing extensive training and education to potential employees to help them take on and perform various business functions is also the future direction of the company.

With the mission of long-term operation, Fubon Life Vietnam has been actively exploring the life insurance market in Vietnam With the comprehensive support of Fubon Life Taiwan and Fubon Financial Holdings, Fubon Life Vietnam will leverage precious experience from the parent company in the Taiwan life insurance market to build brand awareness and expand the market in Vietnam through distribution channels Furthermore, the company also develops a sales force with the purpose of understanding customer needs with a customer- oriented mindset.

Core values Fubon Life Vietnam always follows the business philosophies with four core values: e Integrity: Fubon Life Vietnam complies with the law, preserving integrity in promoting business, practicing ethical business and performing corporate social responsibility. e Sincerity: Fubon Life Vietnam serves customers with sincerity and meets customer’s needs with quality products and excellent service. e Professionalism: Fubon Life Vietnam has improved service quality and professionalism with ceaseless efforts. e Innovation: Fubon life Vietnam is ready to take on challenges to create great business values.

1.1.3 Main business activities Fubon Life Vietnam has established its position in the market as a provider of safe financial solutions with diversified life insurance products such as investment products, saving products, protection products and education products Investment products not only help customers increase their assets, but also prepare a stable financial source in the event that risks occur to their families,thereby assisting customers’ investment plans develop safely and sustainably.Accordingly, saving products are insurance solutions which are designed with reasonable policy terms meeting the need of financial saving and protection in important phases in customers’ life Protection products protect customers against unwanted accidents by bringing them and their family a worry-free life,without the constant concern about the severe financial consequences of an unexpected accident Education products target children with the aim of both protecting and financial planning for children’s educational future despite any unwanted misfortune that might affect Each product that Fubon Life Vietnam

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B designs has different features and functions to be tailors to the wants and needs of the customers.

1.1.4 Development orientation of the company

AN OVERVIEW OF FUBON LIFE INSURANCE

Overview of Fubon Life Insurance Vietnam Co., Ltd

1.1.1 Foundation and development Fubon Life Vietnam is a company specializing in life insurance products established with 100% foreign investment in Vietnam The company, which is a subsidiary of Fubon Life Insurance Company Limited, licensed by the Ministry of Finance to operate in Vietnam in 2010 with its official headquarters in Hanoi and many branches in Vietnam With the constant efforts to provide diversified financial protection products along with packaged services to customers, Fubon Life Vietnam has become one of the leading companies in the life insurance sector with the company milestones as follow: e 2010: officially licensed by the Ministry of Finance to operate in Vietnam. e 2015: Fubon Life Insurance - the parent company of Fubon Life Vietnam decided to raise charter capital for Fubon Life Vietnam to 1400 billion VND This shows that the corporation considers Vietnam as a strategic market. e 2013-2017: be in the list of the top 100 best products and services for families and children, and the top 10 prestigious insurance companies. e 2013-2022: won the Golden Dragon Award for eighth consecutive year.

1.1.2 Vision, mission and core values Vision

Fubon Life Vietnam aims to develop the product portfolio based on customer needs while building a customer relationship management database to analyze customer data in order to form market segments In addition, the company offers a variety of life insurance products for different channels and target audiences Providing extensive training and education to potential employees to help them take on and perform various business functions is also the future direction of the company.

With the mission of long-term operation, Fubon Life Vietnam has been actively exploring the life insurance market in Vietnam With the comprehensive support of Fubon Life Taiwan and Fubon Financial Holdings, Fubon Life Vietnam will leverage precious experience from the parent company in the Taiwan life insurance market to build brand awareness and expand the market in Vietnam through distribution channels Furthermore, the company also develops a sales force with the purpose of understanding customer needs with a customer- oriented mindset.

Core values Fubon Life Vietnam always follows the business philosophies with four core values: e Integrity: Fubon Life Vietnam complies with the law, preserving integrity in promoting business, practicing ethical business and performing corporate social responsibility. e Sincerity: Fubon Life Vietnam serves customers with sincerity and meets customer’s needs with quality products and excellent service. e Professionalism: Fubon Life Vietnam has improved service quality and professionalism with ceaseless efforts. e Innovation: Fubon life Vietnam is ready to take on challenges to create great business values.

1.1.3 Main business activities Fubon Life Vietnam has established its position in the market as a provider of safe financial solutions with diversified life insurance products such as investment products, saving products, protection products and education products Investment products not only help customers increase their assets, but also prepare a stable financial source in the event that risks occur to their families,thereby assisting customers’ investment plans develop safely and sustainably.Accordingly, saving products are insurance solutions which are designed with reasonable policy terms meeting the need of financial saving and protection in important phases in customers’ life Protection products protect customers against unwanted accidents by bringing them and their family a worry-free life,without the constant concern about the severe financial consequences of an unexpected accident Education products target children with the aim of both protecting and financial planning for children’s educational future despite any unwanted misfortune that might affect Each product that Fubon Life Vietnam

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B designs has different features and functions to be tailors to the wants and needs of the customers.

1.1.4 Development orientation of the company

In order for the company to grow and stand firmly in the life insurance market, specific directions in the future need to be set First, the company needs to improve the quality of its staff, products, and customer service Afterwards,the company maximizes revenue while minimizing costs by strongly developing forms of online marketing.

Business results of Fubon Life Vietnam from 2019 to 2021

The business operation of Fubon Life Vietnam from 2019 to 2021 brought an admirable outcome The stable development of the company during that time is clearly illustrated in the table below.

(Source Fubon Life Vietnam’s internal document)From Table 1.2, it can be seen that revenue of four insurance products gradually increases over the years As a result, the total revenue in 2019 was more than 88 billion VND rising by nearly 19 billion VND in 2020 and by 2021 this number peaked at 129.5 billion VND Protection products are favored by customers with the highest revenue, accounting for about 40% of total revenue in three consecutive years Investment products ranked second constituting around30% of total revenue in the year 2021 The remaining two products maintain low consumption, especially education products The business activities of the

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B company have functioned stably with a steady growth rate as total revenue in

2021 increased by 20% compared to 2020 and by 46% compared to 2019.

In addition, during three years of operation, the company’s profit constantly rose, which is shown in the figure 1.1 below.

Figure 1 1: Proportion cost and profit in revenue of Fubon Life Vietnam

(Source: Fubon Life Vietnam internal document)

In general, business activities brought steady growth in revenue with continuous increasing profit from 2019 to 2021 In a respective comparison of costs and profits, it is clear that as costs decreased, the company’s profits gradually increased Specifically, in the year 2019, total expenses accounted for 85% while profit after tax was only 15% However, during the next two years, there was a constant increase in profit which was almost half of the cost in 2021.

Fubon Life Vietnam’s business results in the period of 2019 to 2021 have indicated the trend in consumption of products in the insurance industry, which is also the basis for the company to develop and implement strategies for further progress.

Online marketing activities of Fubon Life Vietnam

Fubon Life Vietnam has had a strong recognition of the importance of online marketing activities to promote the company's business performance.Consequently, the company focuses on promoting the brand through four online

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B marketing tools, thereby helping to reduce selling costs and increase sales revenue Firstly, Facebook is a social networking site used as the company’s main communication channel with Fubon Life Vietnam as the fanpage name.

Besides the purpose of business, the fan page also has the mission of giving customers a place to provide and share information Currently, the official fanpage has more than 9,000 likes and followers The content of the posts is mostly about introducing products, gift programs, minigames and online contests such as "Spreading the positive - You tell, Fubon Life Vietnam listen!"

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Figure 1 2: Fanpage of Fubon Life Vietnam

(Source: Facebook) The Marketing Department of the company is promoting PR activities on the group with the aim of increasing brand awareness on Facebook The main activities are posting images and videos with interesting, meaningful and attractive content to users Secondly, the website of Fubon Life Vietnam is the place where the company introduces the brand, provides useful information to buyers as well as receives feedback from them Not only that, the website also contributes to the promotion of the company’s products by giving thorough descriptions about the products and services for delivering the best customer experience.

3) Fubon Life GIOITHIEU SẢNPHÁM MẠNGLƯỜI DỊCHVỤUKHÁCHHÀNG TNTỨC HỎIĐÁP TUYẾNDỤNG LIÊNHỆ

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Figure 1 3: Website of Fubon Life Vietnam

(Source : https://fubonlife.com.vn)

Products to meet your needs

Figure 1 4: Products on the website of Fubon Life Vietnam

Products to meet your needs

Figure 1 5: Products on the website of Fubon Life Vietnam

Supply the best service to customer b &

SERVICE & UTILITIES PREMIUM PAYMENT CUSTOMER CARE HOSPITAL LIST

Figure 1 6: Customer services on the website of Fubon Life Vietnam

(Source : https://fubonlife.com.vn) Thirdly, SEO (Search Engine Optimization) is used to enhance the ranking of the website on search engines, thereby improving brand value and saving costs for the company When comparing SEO and a paid article, users easily recognize and tend to trust SEO articles more Fubon Life Vietnam has not invested much in SEO because the company’s resources and finances are focused on social networking sites This can be clearly seen by entering the keyword “life insurance company” into the Google search engine, only the websites of rival companies appear with no mention of the website of the company.

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Bảo hiểm nhân thọ là gì? Hiểu đúng về - Manulife

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Figure 1 7: The keyword “life insurance company” on the Google search engine

Lastly, email is the company’s existing and potential customer data system taken from two main sources Based on online sources, information collected from the registration form, the Landing Page on the website and information from customers provided through online consulting Through offline sources, the database is from event sponsorship Besides, email content usually notifies about registration deadline, preferential period, product introduction for customers to stimulate their buying behavior.

SWOT analysis for the company's online marketing activities —

Fubon Life Vietnam is a service company in the field of life insurance with a young, dynamic and knowledgeable workforce that is eager to acquire new technologies, so the development of online marketing segments will be very effective With a team of experienced human resources in the field of marketing, the company always updates the latest and modern trends in the direction of marketing while also listening and understanding the preferences and needs of potential customers.

The company has a tendency of investing primarily in online marketing channels without regard for the content and quality of the article, which leads to the possibility that the article has adequate content to convey but is not convincing enough and has not invested well in terms of images and creativity.

In addition, certain popular and effective tools, such as Email and SEO, have not been fully utilized Besides, relying heavily on traditional marketing approaches posed a significant obstacle to the company's development and product distribution.

Currently, people's awareness of the role of life insurance has been increasingly enhanced, many people have come to understand the practical meaning of life insurance The rapid aging of Vietnam's population, combined with the expansion of the middle class, is creating new prospects to the life insurance market Along with that, there is an increase in social networking sites and the development of the internet with modern technological devices, which is an opportunity for the company to develop further in terms of online marketing.

Fubon Life Vietnam's competitors such as Bao Viet, Dai-chi, and Manulife are all companies that have performed quite well in online marketing activities and achieved certain achievements This is a huge challenge for Fubon Life Vietnam.

The strong development of the internet in general and social networks in particular is a great opportunity for online marketing to develop However, it does not mean that a mass strategy is implemented, planning for promotional strategies and advertising in a clear and reasonable manner is a necessary thing

LITERATURE REVIEW He 15 2.1 Marketing 1 -.ố

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2.2.1 Online marketing definition The explosion of the Internet led to new changes in the way businesses interact with customers, which is a method the marketing community should make use of to achieve competitive advantage for organization As a result, companies began to use the internet as a marketing communication tool to reach new customers and retain the existing ones All these changes and developments made the focus of marketing shift to a different direction, which is marketing through the internet or online marketing (Fang & Mykytyn, 2007).

Online marketing basically is any promotional activity of the company that uses the internet to convey the message to the purchasers or the public (Jennifer, 2001) Likewise, online marketing is all marketing activities carried out through digital or electronic platforms to approach the target customers in contradiction with using other traditional means like print media, adverts on television and on radio (Weinstein, 2008).

In addition, online marketing is defined as a form of direct advertising that simultaneously provides customers with information about products and attempts to make a connection with them The objective is to establish a strong image of the company's products and services in the customer perception contributing to build customer loyalty with the organization (Kotler & Armstrong, 2012).

By and large, it can be understood that online marketing is the application of digital technologies to achieve marketing objectives.

2.2.2 The importance of online marketing According to Businesstech (2022), online marketing is a form of quality investment with the function of creating two-way communication, fostering customer retention and increasing marketing efficiency.

According to BusinessTech (2022), differing from traditional advertising which transmits in only one direction, online marketing reaches potential customers through various marketing channels and opens the door of communication by assisting them to easily find contact information of the company.

Customer retention describes the ongoing communication over time between the client and the business Company employs online marketing to get higher-quality traffic on its websites and make tentative business proposals, thereby helping it advertise products to attract potential buyers (Verhoef, 2003).

The efficiency of online marketing has been proven by Todor (2016) when he compared the cost between hiring an employee to sell a product using traditional marketing and selling that product directly on the internet And as a result, using online channels is a more cost-effective method of selling The company can evaluate any products displayed via digital channels instantly when the user clicks on the advertisement or purchases those products Moreover, with the online methods, precise targeting might be achieved because of the right choice of demographics (Grant & Mulhern, 2010).

Marketing communications through the internet platform are actively promoted by enterprises in their marketing activities by virtue of the role of increasing visits to the companies’ website Some online marketing tools are listed such as Search Engine Marketing, website marketing, email marketing, social media marketing, content marketing, mobile marketing (Chaffey, 2009).

Due to the advancement of technology, online information search is widespread and crucial to business’ daily operations, with more than half of all visitors coming from search engines (Wu et al., 2005) For that reason, SEM is regarded as one of the most effective, popular and highly profitable online advertising methods for e-commerce companies in building brand positioning in the digital marketplace SEM is a type of internet marketing that aims to raise a website's page ranking so that it can be seen at the top of results, and hence bringing in more visitors and catching new users’ attention (Heinze et al., 2010). SEM also refers to “placing messages on a search engine, encouraging click- through to a web site when the user types a specific keyword phrase” (Chaffey & Smith, 2013) According to Blakeman (2014), SEM is a pivotal strategy used by marketers because consumers largely depend on search engines to make purchases and look for information There are two different types of SEM, Search Engine Optimization (SEO) and Pay per Click (PPC).

SEO is a technique for modifying a website or web page’s appearance in search engine results without purchasing (Heinze et al., 2010) SEO is also defined as a strategy for enhancing the rank of a search on a specific keyword to advance websites in search engine page results (Das & Lall, 2016) By this way, SEO facilitates companies to position their website so that it can be found at the most fundamental focuses in the purchasing process (Moz, 2015).

PPC is a pay-per-click search engine advertising helping a company’s website appear in the first position on the search results page, which has the effect of increasing the traffic of Internet users to the website (Moran Hunt, 2009) However, users had a tendency of concentrating on organic results, which are more reliable than paid results; therefore, constant effort is necessary to achieve the best results and optimize campaigns in terms of keywords and campaign targeting (Bartlett Boughton, 2005).

According to the Merriam-Webster dictionary, social media is a form of electronic communication that people use to build online societies and communities in order to interact with other Internet users, where there are no limits for communication and data sharing A similar perspective is provided by Ryan and Jones (2009), which stated that “Social media is the umbrella term for web-based software and services that allow users to come together online and

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B exchange, discuss, communicate and participate in any form of social interaction” As a matter of fact, social media created important changes in interpersonal communication.

The businesses have taken advantage of the superiority of social media to integrate social media marketing, thereby expanding their market and enhancing forms of advertising Social media marketing is a process of grabbing publicity’s attention and selling products via social media platforms Google+, Twitter, Facebook, LinkedIn, and YouTube are some examples, which is highly appreciated by marketers when it comes to social media marketing (Dave Chaffey, 2016).

Website is the core of the company’s online activities which is designed to form a realistic dialogue in an effort to engage customers and get feedback from them (Kotler, 2010) Aside from that, the website serves to retain existing customers and attract new ones so marketers should use it strategically (Shih &

Hu, 2008) Corporate website should be one of the first go-to places that customers consult in the purchase decision-making process because it consists of general information of the company and its product portfolio (Kotler & Armstrong, 2017).

Criteria for evaluating online marketing activities

To determine whether an online marketing activity is productive or not, using performance indicators is essential for keeping the operation in steady progress, thereby delivering better outcomes to the company Accordingly, 10 marketing metrics were built to assist marketers in the process of analyzing and observing the aspects that are performing well and those that need to be optimized (Jayson Demers, 2014).

2.4.1 Total visit Similarweb noted that “Total visit is the sum of all visits to a website and is used as a measurement of website traffic and website visitors” Measuring the total amount of traffic gives an overall picture of how well the marketing activities did As the number is continuously decreasing, it is necessary to open an investigation to find out the reason by the business In contrast, with a stable and healthy campaign, businesses should expect numbers to grow steadily.

2.4.2 New sessions Based on Google Analytics Help, new sessions are referred to as the percentage of new visits that Google Analytics attributed to clicks on search and social objects in Search Ads 360 The total number of new sessions indicates the quantity of new visits and re-visits It is a useful indicator because it proves a company’s website has enough cohesive elements to encourage customers to keep visiting the site again.

2.4.3 Bounce rate Bounce rate is the percentage of visits in which a person leaves a website on the first page they visit without taking any further action Generally, companies want the bounce rate to be minimal because this means that customers spend more time discovering, increasing the likelihood of converting into consumers (Jones & Malczyk, 2011).

From a newspaper with the title "70 online marketing metrics you need to be measuring" published in The Startup (2020), channel-specific metrics have the function of grouping traffic from the "Acquisition" section of Google Analytics based on the point of origin information "Acquisition" may track client traffic whether they come to a company's website directly or via a search engine, and it may also examine the efficiency of marketing strategies in attracting customers.

2.4.5 Total conversion Total conversions are viewed as a quantitative success by marketers for measuring the profitability of their overall marketing efforts Conversions can easily be measured on the site directly depending on how it is built and a goal would be set up in Google Analytics to track progress Low conversion rates could be the result of bad design, poor offerings, or disinterested visitors (Justin Fisher, 1994).

2.4.6 Lead to close ratio Close ratio is the percentage of leads that turn into conversions in order to evaluate both a company's conversion funnel and the quality of its leads If the close rate is low, any decrease in revenue or overspending could be a sign of inefficient final sales strategies (Justin Driskill, 2020).

2.4.7 Customer retention rate Customer retention is an important factor that businesses use to measure customer loyalty over time and assess overall success Subscription-based services, e-commerce platforms, and most conventional businesses can measure customer retention by calculating the ratio of customers returning to the business to make more purchases A low customer retention rate can be a sign of an undesirable product or service or an indication of lacking outreach programs To boost customer retention, companies should implement a variety of strategies to lower the number of customers lost in a given time frame and improve their experiences to ensure that they remain loyal to the business (Sophia Burnazzani, 2019).

2.4.8 Customer value Customer value measures the value of a product or service and compares it to its possible alternatives, which determines whether the customer feels like they received enough value for the price they paid for the product or service This is a helpful metric in calculating a company's overall return on investment and establishing annual company goals (Clint Fontanella, 2020).

2.4.9 Return on investment Taken from Forbes (2020), return on investment is a metric used to understand the profitability of an investment ROI measures an investment’s effectiveness by comparing its cost and its return A positive ROI means marketing approach is effective, whereas a negative ROI indicates a serious need

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B for adjustment To calculate the ROI for a campaign, the company compares its cost per lead against its lead to close ratio and compares that figure against its average customer value.

2.4.10 Cost per lead Cost per lead is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser's offer.

To calculate cost per lead, the business compares the average monthly cost of the chosen campaign and the total number of leads it generated with that specific channel over the same period (David Green & Saylor, 2005).

RESEARCH METHODOLOGY

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To examine more deeply about online marketing activities from 2019 to

2021, it is necessary to discuss with qualified and experienced people As stated in the previous chapter, the marketing manager of Fubon Life Vietnam, Ms. Nguyen Hai Yen, and two excellent marketers in the marketing department, Mr. Nguyen Quy Son and Mrs Tran Thi Van Anh, were invited to engage in in-depth interviews They have had a wealth of knowledge in marketing in general and online marketing in particular and also been dedicated to the company for years, thus, their viewpoints are highly significant for the research.

Ms Nguyen Hai Yen, as the marketing manager of Fubon Life Vietnam, has 7 years of working experience in directing and developing marketing strategies for the company Before joining Fubon Life Vietnam, she had chances to work in several companies in the same related positions, including a multinational company Therefore, Ms Yen, who has a deep understanding of both the current state of online marketing activities of Fubon Life Vietnam and other competitive companies, can provide multi-dimensional insights for the paper.

With the aim of enriching the primary data source for the research, an interview with the engagement of outstanding marketers, Mr Nguyen Quy Son and Mrs Tran Thi Van Anh is built Both of them have had more than 5 years of

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B experience in the marketing sector and reached certain positions in this field As a result, their extensive knowledge brings worthwhile perspectives.

According to the provided information of the working background of the experts, it is clear that each of them possess in-depth and erudite knowledge accumulated through years of effort and dedication; thanks to this, the research result becomes more persuasive.

Group 2: Staffs in the marketing department

Since the topic of the study is involved in online marketing, the participation of all the employees in the marketing department are indispensable for implementation and finalization of this research A survey is conducted with the participation of 19 marketing department employees to gain a deep insight into online marketing activities of the company They had a foundational knowledge about marketing and exposure chances with on-going marketing strategies in the market; thus, the contribution from these employees occupies a

Male 42.11 great role in the study.

From table 4.1, in terms of gender, there is a relative balance between the number of females and males The respondents are female accounting for more than 57% while 42% are male, which is very understandable with a field that is considered a trend of modernity like marketing.

According to the table illustrating the working experience data above, it seems that a noticeable percentage of people who worked at the company from 3 to 5 years with 42.11%, followed by a quarter of staff indicating that they have experienced in the company more than 5 years, especially some of them have been working since the company started to operate A group devoted to the company from | to 2 years made up around 21.1%, which is double that of less than 1 year, about 10% It is clear that employees have been quite loyal to the company as the number of employees working for more than a year is high.

The table above shows background information of respondents about their gender and the number of working years to provide readers a general view on the characteristics of employees in the marketing department at Fubon Life Vietnam.

A survey questionnaire is also sent to potential customers from the company database via email to get a well-rounded and objective assessment of the company’s current online marketing situation The table below gives basic information about potential customers of Fubon Life Vietnam

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B oA yar re

There were 107 questionnaires sent and 96 responses, showing a positive result in terms of customer potential that Fubon Life Vietnam is aiming for.

According to the results from table 4.2, there is a large disparity between the number of males and females among respondents who were asked to declare their gender The vast majority of customers are male which accounts for more than 66% while just around 33% are male According to the statistics of the World Health Organization (2019), the average life expectancy of women globally is 74.2, while that of men is 69.8 Therefore, this is a reasonable result as men tend to be more concerned about life insurance than women.

Regarding age group, the majority of Fubon Life Vietnam's customers are in the age group of 41 to 55 years with 44.79% People over 55, who made up more than a quarter of the respondents, came in second 15.63% and 12.5% are the percentage of customers in the age group 26 to 40 years old and 18 to 25 years old, respectively Undoubtedly, people aged 41 and older have a higher rate of serious illness than people in other age groups Additionally, they tend to save for the future and take precautions against risks, which life insurance may address.

3.2 Data collection methods 3.2.1 Document research method The annual reports of the company for online marketing activities during the period from 2019 to 2021 act as a secondary source of data that reflect the realistic current situation of marketing activities via Internet These materials, are exacted from the company's internal documents and shown in the form of tables and bar charts.

3.2.2 Inferview Qualitative interview is a responsive method to gather unavailable sources of information based on interviewee’s subjective opinions The interview is designed with multiple-choice questions and open-ended questions and recorded or taken note to make sure accuracy.

In this study, the process of collecting information in the 20-minute interviews with the marketing manager and two other marketers in the marketing department are conducted according to the following steps After research-related questions of the interview are carefully designed and sent to Ms Nguyen Hai Yen and marketers via email to receive feedback and ensure that no sensitive problems or violation of privacy happens, the researcher schedules an interview with them With the respondents’ permission, the information is noted and recorded during the interview to ensure its accuracy Following the interviews, the document collected is organized and summarized to match the study When the procedure is finished, data is re-verified in order to facilitate further research.

The content of the interviews is generated to gather personal information of the participants and address the research questions in the study These inquiries are created to gain a scrupulous picture of the current performance of the online marketing activities at Fubon Life Vietnam and then to evaluate the situation and propose some feasible suggestions and orientation in the most reasonable way.

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3.3.1 Qualitative data analysis technique Qualitative data is collected from the in-depth interview with the marketing manager and marketers of the company, which is divided into segments to address the research objectives There are 5 steps to doing qualitative data analysis Firstly, the author gathers data from interviews and stores in the form of notes or tape recorders Secondly, qualitative data is connected and organized in a consistent manner for easily summarizing and making decisions. After that, the process of coding data happens, which creates conditions for analyzing data for insights and reporting on the insights from the analysis As a result, findings are transformed into analysis, discussion and recommendation for the study.

3.3.2 Quantitative data analysis technique Quantitative data is first transformed into tables in Microsoft Excel and then calculated using Excel formulas After that, logically ordered data is arranged in charts using Microsoft Excel's charting tools to make it easier for readers to understand the information Finally, the author compares and illustrates the data using charts and tables in order to draw key conclusions involved in the research content, thereby giving some recommendations to enhance the online marketing activities.

ANALYSIS AND FINDINGS

The current situation of online marketing activities at Fubon

4.1.1 Online platforms utilized in the online marketing activities of Fubon Life Vietnam

Website Fanpage Fubon Life Search engine Email fubonlife.com Vietnam on optimization

Figure 4 1: Percentage of customer’s awareness on online channels of

Figure 4.1 illustrates customer’s awareness of four main online marketing platforms of Fubon Life Vietnam which are website, social media, search engine tool and email It can be shown that this website is the most popular online marketing platform, with 91% of buyers being aware of it Standing at the second position is the fanpage Fubon Life Vietnam on Facebook, which has up to 62% recognition The identification of participants related to search engine optimization is 36.1% while only 14% of clients noticed that Fubon Life Vietnam sent them an email.

Fubonlife.com is the only official website of Fubon Life Vietnam which gives details to the general public about the company Prospective customers who want to know more about Fubon Life Vietnam can grasp basic information about products, customer service and contact information on the website. Additionally, the website is regularly updated with news and events related to the business to maintain its top search ranking on Google and other search engines.

Customers often meet Fubon Life website | 4 M_:) on the Internet

Fubon Life website 's content is useful and 1X _ — Yo interesting

Fubon Life website updates information | &§ frequently

MTotallyagree mAgree Neutral Disagree m Totally disagree

Figure 4 2: Customer reviews on the Fubon Life website

Figure 4.2 shows customer reviews to evaluate performance of the Fubon Life website The majority of respondents said "infrequent" when being asked how often they stumble into the website, indicating that the Fubon Life website has not been so familiar to customers Besides, there is a positive sign that most of the customers believe that the website is well designed and contains useful and interesting content However, the weakness that decreased the reputation of the site is defined in the frequency of information updating

Facebook is one of the most popular social networks worldwide with at least two billion active users It is not surprising that Facebook ranked second among all online channels in terms of popularity in Fubon Life Vietnam. Facebook already has a large audience that can help a business’ brand name reach thousands of clients every day and so increase profitability Consequently,

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B applying a particular fanpage on Facebook as an effective advertising channel 1s what the company has conducted.

Like 91000 likes Follower 92000 followers Response rate 99%

Response time 5 minutes Number of posts 3-5 posts/week Reach 5000-20000 users/post Events, minigames Twice a month

Table 4 1: Statistics about the company's fanpage

(Source: The marketing department in Fubon Life Vietnam)

The fanpage Fubon Life Vietnam on Facebook run by the marketing department is regarded as the main platform for marketing operations Posts on fanpage are made every day in a positive, professional way Fanpage currently has 92000 followers and 91000 likes.

The fanpage had some main activities as follows: e An average of one post per day about raising positive energy or health knowledge is created to interact with users In general, each post receives around 500 likes and 300 comments on average. e To promote offline activities, the Fubon Life Vietnam fanpage also organizes Facebook events These big events are often held twice a month in an effort to draw new clients.

According to the Consumer Barometer (2015) report on Vietnamese consumers, up to 70% of customers utilize search engines in the process of researching products they want to buy Currently, to save budget, Fubon Life Vietnam only uses search engine optimization, not advertising on Google AdWords.

Figure 4 3: Traffic trend of www.fubonlife.vn from 2019 to 2021

(Source: the marketing department in Fubon Life Vietnam)

Figure 4.3 depicted the traffic trend of Fubon Life Vietnam in the period of 2019 to 2021 It is noticeable that before applying SEO, the traffic to the website Fubon Life Vietnam only achieved 1237 traffic at most Since June 2019, when the company started implementing SEO, this number has increased dramatically and peaked in mid-2021 with more than 90000 traffic.

Email is mostly used for communicating with current customers through using direct email (emails sent directly to all customers for calling to action) and retention email (emails offering promotion or gift only for current clients) with the aim of improving sales and brand image.

= Always read and respond to Fubon Life Vietnam's emails

= Always read Fubon Life Vietnam's emails

Often read Fubon Life Vietnam's emails

= Rarely read Fubon Life Vietnam's emails

= Never read Fubon Life Vietnam's emails

Figure 4 4: Customers’ feedback on the effectiveness of email marketing in

The striking feature that can be seen clearly is that the percentage of customers who rarely read Fubon Life Vietnam’s emails takes the highest amount with more than 50% The following are those who sometimes read Fubon Life Vietnam’s emails making up around 23% of all customers About 10% of people always and often read Fubon Life Vietnam’s emails and only 2.5% of clients read Fubon Life Vietnam’s emails and respond to the company The statistics indicate that the current email marketing in Fubon Life Vietnam works ineffectively.

4.1.2 Criteria for evaluating online marketing activities of Fubon Life Vietnam

Like most companies that use online marketing activities in the market today, Fubon Life Vietnam also has its own criteria to evaluate the effectiveness of its online marketing activities The chart below depicts the most primary indicators used by Fubon Life Vietnam to assess its online marketing activities.

Figure 4 5: The most used metrics for measuring online marketing activities of Fubon Life Vietnam

From the chart, it can be seen that total conversions remain the most used metric by marketers to judge the performance of their efforts with a rate of 43.5%. Channel-specific traffic is ranked as the second indicator of measuring online marketing performance by surveyed marketers with 21.7% Return on investment and lead to close ratio come next as a metric used, which make up 11.9% and 8.6%, respectively Cost per lead, customer retention and total visit are also listed by marketers in Fubon Life Vietnam as indicators for measuring online marketing activities Besides, bounce rate, customer value and new sessions is not considered as an important metric in evaluation Generally, the company has used a variety of criteria to keep online marketing activities in constant improvement However, marketers in Fubon Life Vietnam heavily rely on total conversion and channel-specific traffic, which do not bring objective assessment. Furthermore, evaluation criteria such as bounce rate, customer value and new sessions have not been appreciated by the company while those indicators are recognized by marketing experts as bringing significant results That may be a reason why even though the evaluation methods have been applied, the

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B effectiveness of the company's online marketing activities has not been significantly improved.

In addition, through interviews with experienced marketers, they came to the conclusion that when applying total conversion and channel-specific traffic to measuring the efficiency of online marketing activities, all showed that the company's marketing activities were performing very well However, in terms of sales and business performance, the results were not as expected.

4.1.3 Annual online marketing costs of Fubon Life Vietnam

Online marketing expense #Totalcost Total revenue

Figure 4 6: Indicators of business efficiency and costs of Fubon Life

Figure 4.6 shows that online marketing expenses of Fubon Life Vietnam have changed dramatically in the past three years In 2020, Fubon Life Vietnam decided to invest more in online marketing with a 9% cost increase compared to

2019 and continue to invest more in 2021 At the same time, Fubon Life Vietnam's sales revenue during the period had a remarkable increase when continuously increasing in three consecutive years This demonstrates that the investment in online marketing has had obvious effects; for example, sales increased while the total cost did not change significantly leading to higher profits.

Factors affecting Fubon Life Vietnam’s online marketing

Based on interviews with experienced marketers in Fubon Life Vietnam,

Ms Nguyen Hai Yen, Mr Nguyen Quy Son and Ms Tran Thi Van Anh, the author has found that external and internal factors have a significant impact on the success of online marketing activities of the company, and therefore such factors must be considered in-depth during the process of creating a strategic marketing plan In addition, Philip Kotler and Gary Armstrong (2010) also identified internal factors including management system of the company, suppliers, marketing intermediaries, competitors, customers, publics, and external factors such as demographics forces, economic forces, natural forces technological forces, political forces, cultural forces as the main influences on online marketing activity.

The author took the opinion of the marketing manager, Ms Nguyen Hai Yen, as the analytical content, with extensive experience and knowledge, she gave her perspective on the internal factors affecting the company's online marketing activities.

The internal factors of the company

The management system at Fubon Life Vietnam is implemented according to the functional model, giving the leader full authority to manage, direct and promote the functions of the affiliated departments.

Marketing department always works in close cooperation with other departments of the company For example, the finance department is concerned with the issues of capital and its use to accomplish marketing plans The accounting department is responsible for examining revenue and spending, assisting the marketing department in understanding the status of the implementation of the target The activities of all these departments influence the plans and activities of the marketing department Because of that, the close connection between departments in the company has contributed to helping Fubon Life Vietnam's image to be widely spread across the country.

The suppliers are an important part of an organization’s overall customer value delivery network The quality and reliability of suppliers are critical for the efficient operation of an organization because any shortage or delays of supplies can cause damage to sales in the short run and lead to customer dissatisfaction in the long run Suppliers to the insurance industry are medical centers and hospitals. Another indispensable provider in the insurance sector are banks, which provide capital to insurance companies so that they pay their customers.

The company's use of agents and media organizations to introduce its image and insurance products to customers provides a complete and clear source of information, thereby attracting customers to purchase insurance Fubon Life Vietnam has been implementing a plan to set up branches in many provinces and cities nationwide to act as marketing intermediaries for the company In addition to agents, Fubon Life Vietnam also conducts marketing activities through media companies such as advertisements, posters, and TV programs to reach the public faster.

In the current insurance market, Fubon Life Vietnam is facing many formidable competitors such as Prudential, Bao Viet, Manulife, Dai-ichi Life, AIA These companies always lead the market in terms of total premium revenue and hold a sizable market share Thus, the problem for Fubon Life Vietnam is how to create credibility with customers and develop practical products that meet the needs and desires of customers To do this requires the entire company and especially the marketing department to be dynamic and creative in defining the brand and promoting the strengths of Fubon Life Vietnam in the domestic market.

For life insurance companies in general and Fubon Life Vietnam in particular, customers are those who need financial protection for their families. With a total population of more than 90 million people while Vietnam only has about 5% of the population participating in life insurance, it can be seen that the life insurance industry in Vietnam has a lot of potential for development.

In order to create influence, promote the image of Fubon Life Vietnam, create trust in the masses, and properly demonstrate the benevolent nature of life insurance, the company has carried out practical activities from the community such as cooperating with the Vietnam Children's Fund.

In terms of external factors, three marketers provided factors based on the current situation of the company, then the author has synthesized and made the following conclusions:

Vietnam has the highest proportion of young population in the world with more than 50% under the age of 30, which is a very attractive demographic factor for insurers Fubon Life Vietnam has also built programs and types of insurance for each region in Vietnam, while also increasing the use of advertising media and opening more consulting agents to serve flexibly for each type of customer.

In the context of the market economy and deeper international integration, Vietnam's economy is oriented to continue restructuring its growth model to achieve the goal of faster and more sustainable development than in the previous period The business environment in Vietnam is forecasted to become increasingly complex in the volatile global market Major trends such as regional and international integration, comprehensive economic restructuring, rapid urbanization, growing digital technology, climate change, shortage of capital, financial and human resources change the competitive complexion in the insurance market In the medium and long term, Vietnam is still considered a developing market with great potential with a large population, an abundant labor force, an increasing middle class, along with people's awareness of the role of insurance and tools for protecting and managing personal finances are becoming better

As environmental concerns have developed in recent years, ecological circumstances have become an important element to consider Although there are not many issues with nature in the insurance industry, it is inevitable that

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B customers will stop doing business with the company if it takes any actions that have an impact on the environment.

Accessg to new technology allows Fubon Life Vietnam to computerize the service process and reduce the cumbersomeness of the corporate organizational structure In addition, technology also enables the company to enhance customer services, thereby meeting their needs In order to further improve the customer experience, Fubon Life Vietnam continues to upgrade the Fubon Life VN application - customer portal to help directly search information about insurance contracts that customers are participating in with the company The application also allows customers to pay insurance premiums online quickly, conveniently, and securely Additionally, customers can also look up electronic invoices related to insurance policies and annual notices of each policy on the application.

The State has promulgated laws related to life insurance such as the Law on Insurance Business (2000), the Business Law, the Enterprise Law, and the Consumer Protection Law There are also agencies that have a direct impact on the insurance industry such as the Ministry of Industry and Trade and the Ministry of Finance In addition, the State also established the Vietnam Insurance Association to closely coordinate between insurance businesses, encourage healthy competition, enhance information exchange, and represent a bridge between businesses and insurance companies, which contributes to improving the efficiency of state management of insurance business.

The cultural characteristics of the Vietnamese people have created a very attractive market for life insurance because life insurance is a profound expression of responsibility and love for relatives, family, and society. Thriftiness is a personality trait of Vietnamese people to ensure a life for themselves and their loved ones in the future And life insurance is an effective tool to solve this problem.

4.3 An overall evaluation of Fubon Life Vietnam’s online marketing activities

RECOMMENDA TIONS -.cẶÁceieieire 46 5.2 Recommendations to improve operating cycle of the business 46 5.2.1 Enhancing the coordination between departments

Allocating budget for marketing activities

During the internship, the author realized that the marketing department did not have an appropriate budget allocation plan Budgets for current marketing activities are determined on a monthly basis, which can result in months of under-budget and months of over-budget as revenue fluctuates greatly from month to month In consequence, the company needs to have an annual plan of budget allocation, specifically cutting down the marketing budget in the off-peak months to budget for the peak months.

Recommendations to improve the efficiency of using online

5.3.1 Website Fubon Life Vietnam should invest in website content development and SEO to increase the site's visibility in relevant customer searches It is critical to

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B ensure that the information on the website is distinctive and reflects the company's formal style.

In the company's 2021 marketing plans, the social network Facebook remains the primary online marketing tool In addition to maintaining a stable fanpage, the researcher proposed two main recommendations to use the social media channel of the company more effectively.

Recommendation 1: promoting interaction in Facebook group

Facebook group of the company is a new trend for marketing strategies to customers thanks to their high interactivity For the group of Fubon Life Vietnam on Facebook, public relations activities are being carried out with the aim of calling many people to join the group, including the company's current customers and those interested in life insurance The group focused on 3 main activities: sharing resources and knowledge about life insurance, Q&A among members and related entertainment information In order for the group to attract the attention of many people, the company can organize themed contests with prizes with a scoring method according to the amount of interaction, namely likes, comments and shares.

Recommendation 2: Completing and renewing Facebook fanpage

The company's fanpage posts are mainly focusing on product introduction and incentives for marketing campaigns Customers do not know where to look on the fanpage to learn more about each product because the information is not organized scientifically; instead, they have to directly inbox the fanpage. Correspondingly, the students suggested that the company redistribute the content on the fanpage according to the rule of 80 unbranded content - 20 branded content.

Branded content posts introduce insurance products that take up the majority of the fanpage, which can lead to the boredom of viewers when the content is repeated many times The company can add more unbranded content articles with innovative content, mainly providing useful, interesting information and evoking emotions of viewers in order to interact with the community and increase customers' sympathy for the brand through fanpage.

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Figure 5 2: Examples ofunbranded Eigure 5 1: Examples of branded content content

(Source: Fanpage of Fubon Life Vietnam)

5.3.3 Search engine optimization SEO is only used to boost brand awareness to help more users become familiar with the business, not as a place for customers to update information about the company In this case, students propose to maintain and develop SEO activities for businesses by improving the quality of SEO articles rather than quantity along with promoting SEO content.

Recommendation I: Improving the quality of SEO articles

There are two concepts of content in SEO, small content and big content.

Small content is to take keywords as the focus to solve small problems of customers in order to increase keyword search rankings Big content is highly shareable and interactive content to get traffic Currently, a large number of SEO articles with high search rankings appear, but these articles are only small content.

Accordingly, the company should prioritize investing in big content articles with creative topics that attract readers, bring useful information and, importantly, target customers’ big problems.

Big content articles have the ability to attract a large number of users to access, but in order for these articles to be on the top of search results, companies

Nguyễn Thị Hồng Ngọc — 11193819 — Business English 61B need to invest in promoting content to individuals who are interested Intriguing contents need to be advertised through Facebook groups regarding life insurance.

Email marketing is an online marketing tool that brings effective communication and high customer conversion rate at low cost Research carried out by Econsultancy found that 66% of marketers rate email as a high return on investment Realizing the advantages of this tool, the author supposed that the company should build email marketing plans for potential customers.

Based on the advantage of the database of potential customers collected and the platform of the private mailing system, the company needs to deploy email marketing campaigns for this data file The process of building a specific email marketing campaign includes:

Step 1: Finalizing and classifying the database

This is the first step that determines the effectiveness of an email marketing campaign The company needs to classify the available databases according to the needs and characteristics of each file With this database classification, the company can access the right insights of potential customers.

Step 2: Build the message and design the email

If the design of the headline and form increases the customer's open rate, the email message is the factor that stimulates the reader To attain maximum efficiency, the company needs to invest in both of these elements Each email needs to have a specific message tailored to each database group along with the email design attached to the brand image.

The company needs to divide emails to send according to a reasonable time and perform marketing activities according to the set timeline.

Step 4: Testing and measuring effectiveness

It is necessary for a marketing campaign to measure its effectiveness in order to make timely adjustments Email marketing is regarded to be successful if it reaches the core purpose is to call to action and increase the revenue.

5.3.5 Indicators to measure the effectiveness of online marketing tools

Page view Unique visitor View rate

Click through rate — CTR Cost per mile - CPM

Backlink, rood domain Organic search traffic Average time on-page Email marketing Total email delivered

Open rate Click rate Reply rate Conversion rate Table 5 1: Indicators to measure the effectiveness of online marketing tools

(Source: the marketing department in Fubon Life Vietnam)

5.4 Recommendations to promote the using of metrics in evaluation of online marketing activities

The importance and usefulness of each metric varies based on individual online marketing activities However, with the tons of data available and easily accessible, choosing the right type of metrics to monitor can be daunting for marketers It will consume them a lot of time if they measure everything, including some indicators which have a very small influence on the success of online marketing activities of the company As a result, it is vital for the company to use proper metrics to find out if its online marketing activities are working and actually helping the business grow In addition, the company should apply metrics such as bounce rate, customer value and new sessions for objectively and effectively evaluating online marketing activities.

In summary, 1n order to resolve some of the problems that impede online marketing performance, this chapter provides several recommendations for the company by improving operations of the company and the efficiency of using online marketing channels To maximize effectiveness, the company should collaborate in the application of policies in a consistent and uniform manner. These policies and measures not only necessitate the firm 's management efforts, but they must also be implemented in cooperation with all the company's employees.

Summary of findings - eeeecceeceeeeeeeeeeeeeeeterenseeeeees 52 I Limitations of the research -. - S5 se seiseireerrereek 52 HH Suggestions for further research -cc<c<<ô+ 53 $040) I0 0 54 APPENDIX 1: INTERVIEW QUESTIONS 0 0 cccecccceseseeeeeeeeeeeeees 1 APPENDIX 2: QUESTIONNATRE Gà Sàn 2 APPENDIX 3: DOCUMENT ANALYSIS - 5c ccceieeeere 5

The research was carried out to analyze Fubon Life Vietnam’s online marketing activities from 2019 to 2021, learn about online marketing tools as well as external and internal factors affecting online marketing operations, thereby providing recommendations to enhance the effectiveness of online marketing activities at Fubon Life Vietnam The study surveyed 19 staff working in the marketing department and 107 target customers in potential customer files via online questionnaire together with face-to-face interviews with 3 professional marketers to gather and classify data By applying qualitative and quantitative analysis techniques, the researcher analyzed collected findings and comprehensively resolved the research questions with appropriate and adequate results.

After more than ten years of establishment and development in the Vietnamese market, Fubon Life Vietnam has achieved outstanding results. Despite its achievements, there are still obstacles to the company's advancement and growth Therefore, the researcher investigated the company's data during the internship to accurately represent the business situation, define the existing challenges, and suggest some recommendations for the company’s online marketing activities in the coming time With all the aforementioned suggestions, the author sincerely hopes that Fubon Life Vietnam will develop its online marketing operations more and more improved in the near future, accomplishing the firm's objective of becoming one of the best life insurance companies with quality products and efficient service.

II Limitations of the research

The research gives an overall assessment of the company's online marketing activities as well as a comprehensive analysis of the external and internal factors that influence the operation of online marketing However, due to time and resource constraints, the study is unable to provide a comprehensive overview of Fubon Life Vietnam's online marketing performance and has the following limitations.

Firstly, the title of the paper is still comparatively new so the background of domestic references has some limitations Accordingly, the research and analysis issues of the author are not in-depth and there is no diversity in the use of specialized terminology.

Secondly, due to the authors limited experience and research ability as well as restricted resources and time, the author still has difficulties carrying out the research Therefore, it has not fully and accurately reflected viewpoints from all customers and employees in the company.

Thirdly, the proposed recommendations are based on theory, observation and survey results, but still from an individual standpoint, so the application needs to be reviewed and compared to better suit the company's situation.

III Suggestions for further research

For future research with the same topic, it is recommended that in order to improve the depth and effectiveness of the research, the research questions would be clarified in detail to reach the research objectives Furthermore, as the current study also exists the limitations mentioned before, future research suggestions can be proposed to deal with the shortcomings of the previous study Besides that, it is likely for the writer to use the current study as part of their literature review to re-assess and expand theory studied in the research paper as the quality of the study is a main determinant in making the research successful.

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APPENDIX 1: INTERVIEW QUESTIONS Thank you for spending your time taking part in this interview I have conducted my study on the online marketing activities at Fubon Life Vietnam so your valuable views and experience can make outstanding contributions to my findings, as well as support a lot to reach the research objectives including reflecting the current situation of the online marketing activities and raising some recommendations Below is a list of questions that I designed for fulfilling my above-mentioned objectives based on my review of previous articles and studies in this sector I hope that you will be comfortable and willing to answer the questions that I have prepared.

1 Can you describe your working experience in the marketing field in general and at Fubon Life Vietnam in particular?

2 Based on your observation and experience, can you name factors affecting

Fubon Life Vietnam’s online marketing activities?

3 What is your assessment of the real situation of online marketing activities at Fubon Life Vietnam?

4 From your working process, how do online marketing activities affect the business results of Fubon Life Vietnam from 2019 to 2021?

5 What should the business plan for enhancing online marketing activities in the upcoming years in light of its vision and missions?

As a senior pursuing Business English at National Economic University, Nguyen Thi Hong Ngoc is conducting research on Fubon Life Vietnam's digital marketing initiatives between 2019 and 2021 To gain a thorough grasp of the company's online marketing strategies, Ngoc highly values the insights you can provide, which will significantly contribute to the study's findings.

It is warmly appreciated if you could take a moment to truthfully fulfill the questionnaire You can be confident that you will not be identified in any discussion of the data because your private information is only used for the report. Your responses will greatly contribute to the subject I am trying to study and help me have more information to consult.

Thank you very much for your cooperation!

L For staffs in the marketing department

2 How long have you been working at Fubon Life Vietnam?

3 What are the most used metrics for measuring online marketing activities of Fubon Life Vietnam?

4 What are your recommendations to help improve online marketing activities of the company?

3 What online channels made you know about Fubon Life Vietnam?

B Fanpage Fubon Life Vietnam on Facebook

4 What is customer feedback when receiving emails from Fubon Life Vietnam?

A Always read and respond to Fubon Life Vietnam’s emails

B Always read Fubon Life Vietnam’s emails

C Often read Fubon Life Vietnam’s emails

D Sometimes read Fubon Life Vietnam’s emails

E Rarely read Fubon Life Vietnam’s emails

F Never read Fubon Life Vietnam’s emails

5 What kind of company do you see Fubon Life Vietnam as?

6 What do you think about the website of Fubon Life Vietnam?

(You please tick into the below suitable number) disagree

Fubon Life website updates information frequently

Fubon Life website’s content is useful and interesting

Fubon Life website is well designed

Fubon Life website on the