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Tiêu đề Factors Affecting the Effectiveness of Content Marketing Services Provided by Vietnam Yellow Pages Services Joint Stock Company
Tác giả Ta Thi Lan Anh
Người hướng dẫn Tran Thi Thu Giang, M.A.
Trường học National Economics University, Faculty of Foreign Languages, Department of Business English
Chuyên ngành Business English
Thể loại Graduation Project
Định dạng
Số trang 67
Dung lượng 13,94 MB

Cấu trúc

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  • CHAPTER 4: FINDINGS AND DISCUSSION .................................. << 5< SH nhnHHnhn nunungmsee29 4.1. Current business relation with Vietnam Yellow Pages .................................--<<ô<<<<<s 29 4.1.1. Time of using services provided by Vietnam Yellow PAQeS (38)
    • 4.1.2. Customer’s experience when using Vietnam Yellow Pages.................................. -----ô<<<5+ 30 4.2. Factors affecting the effectiveness of content marketing services from Vietnam (39)

Nội dung

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Because the role of content marketing is increasingly important, building structural access is getting essential Pulizzi and Barrett (2009) recommended a formula called B.E.S.T, which meant behavioral — essential — strategic — targeted. Behavioral element suggests that every message sent to clients has a certain goal The next component means that it is necessary to deliver information that your best prospects really need at business or in their personal lives Moreover, the whole company plan must include content marketing as a key integral part Ultimately, it is vital to target content precisely so that it is truly relevant to buyers From the theory,

Ta Thị Lan Anh — 11190513 — Business English 61B it is also reasonable to infer that content marketing is a technique intended to increase viewer engagement with a brand As a result, studying the individual traits of the target customers is crucial to create relevant material and build an efficient plan.

From another approach, Bar-Joseph (2014) recognized four interconnected components of content marketing, which were message, format, distribution and promotion channel It can be seen that the first two components are more related to the content aspect, while the other parts are more linked to marketing one The message is unquestionably the most crucial element, is what a company would like to convey to its target audience and what has a direct effect on the result Meanwhile, the content’s format could be more flexible, as it can be either audio, text or images, which is a significant factor in choosing the distribution method and the mode of advertising Depending on the characteristics of the target clients, distribution ways may range from browser to social media platforms Additionally, the whole effort to efficiently spread the material is known as promotion.

Meanwhile, Holliman and Rowley (2014), when studying in a B2B context, found three aspects of content marketing: not-paid-for, paid-for and social Not-paid- for content is created by a company to develop customer conversion, relationship building, knowledge and sale of its items With the same objectives, paid-for material is built also for the selling of digital information Lastly, brand community members produce social material with the intention of expressing their opinions and learning from the company and others.

Du Plessis (2015) identified six components of content marketing after completing a qualitative approach evaluation of 55 research The six elements are as follows: medium element which refers the description of the material’s platform; strategic component — the method to build the content; formation, which describes how the material was developed; intrinsic element explains how the content occurs naturally; communication component, the instruments applied to deliver the information; and corollary element that defines the expected result of the content.

It is still viable to characterize content marketing as a mix of pull methods even if the platforms and knowledge toward customers have changed A further guarantee of content marketing is the fact that it is currently mostly a web-based strategy, or to

Ta Thị Lan Anh — 11190513 — Business English 61B put it another way, it appears in a variety of digital outlets (Magdalena & Uniwersytet, 2016).

2.2 Factors affecting content marketing activities

Effective content marketing fosters consumer engagement on cognitive, emotional, and behavioral levels, enhancing brand trust, positive attitudes, and value This engagement subsequently drives more favorable reactions, solidifying the brand's position and reputation in the consumer's mind (Koob, 2021).

Culture is considered as the collective programming of the mind that distinguished the members of a group apart from another (Hofstede, 2011).

According to Wurtz (2006), when it came to web design, there were differences between high-context cultures and low-context cultures These distinctions are broken down into five primary classifications, including animation, value-promotion, inclusion or exclusion of customers, degree of transparency as well as linear vs. parallel web navigation The research indicated that the degree of animation use was higher in high-context cultures Therefore, the content format should be highlighted as certain societies may prefer some specific types of information.

Not only the content format but also the content channels should be varied according to cultural background Goodrich et al (2013) discussed the impact of individualism and collectivism on the buying decisions of social networking users It stated that social networking sites were less prevalent in individualistic nations like America or Australia.

In addition, as mentioned on the Return on Now Search Engine Market Share Report (2015), different nations have various search engine market shares For example, Google accounted for 96% market share in Turkey, while South Korean people preferred Naver, at 77% Consequently, attempts to optimize for search engines within the framework of content marketing should be paid more attention, especially when companies hope to do business globally.

Ta Thị Lan Anh — 11190513 — Business English 61B

Oguz (2016) pointed out that because the effectiveness of any content marketing plan depends on understanding how to develop widely read material and meaning, various forms of content should be considered to develop to connect with customers from diverse cultural backgrounds Making a value is unquestionably tied to people’s mental program.

Due to the formation of customers’ response based on the change and development of conditions, it is acceptable to say that culture interacts with its environment Circumstances might be thought of as outside forces that have an impact on clients’ actions, and culture may be indirectly influenced by shifting conditions. All posted by a brand like messages, content or stories aims to alter a certain customer condition or viewpoint toward a given goods, service or the whole business As a result, people from varied cultural backgrounds respond to information and company’s notions in multiple manners It is believed that both outer and content management based on multiple groups of perspectives are essential Therefore, it matters if the communication is logical or emotive.

Context marketing defines efforts with the goal of providing receivers with relevant material at the appropriate time and in a desirable way If content marketing was a strategy, context marketing was a philosophy that made public content even more effective (Chalmers, 2013) Additionally, context marketing is also listening to the market It is feasible to comprehend both the methods and the reasons consumers search for and discover one company on the Internet with the help of modern technologies After that, via applying new information technologies, businesses could develop valuable information at the precise moment and location expected by clients.

According to Magdalena and Uniwersytet (2016), contextual marketing made the assumption that customers might be at various stages of the consumer life cycle when customers come to a website in search of information for a certain item or service Therefore, it should be emphasized that material provided to consumers who are new to the brand would be different from what brought to ones who have a deep connection with the brand Unquestionably, material quality is vital, but so are quantity and distribution strategy Producing quality information which is informative,

Ta Thị Lan Anh — 11190513 — Business English 61B convincing and amusing is crucial, but it might not be enough In order for businesses to gain advantages from content marketing, they should not only offer useful content in various formats, including texts, photos, presentations, videos, audio and iconography, but they also should take the context in which content is conveyed into account.

RESEARCH METHODOLUOYY 6 5 5< s9 9 9 00 0100900 26 3.1 Data collecting procedures (G5 9 9 9 0.0.0 000060096684 866 26 3.2 Data analyzing Procedures - <5 << << 9.0 0000001000 0900 26 3.3 PaTẨẽCẽD/ATIES 0< G sọ Họ nọ TH T0 0000000001000 0000006000000808 800 27

This chapter includes general information about how the researcher collected the data and analyzed it Besides, it also contains basic information of participants gathered in the survey.

The objective of the study is to explore the factors affecting the effectiveness of content marketing services provided by Vietnam Yellow Pages Services JSC The information was collected through responses from 150 representatives coming from the businesses currently being customers of Vietnam Yellow Pages by using questionnaire.

First, the questionnaire was built in online form using Google Forms, including three main parts: information about participants and their companies, their current business relation with Vietnam Yellow Pages and factors affecting the effectiveness of content marketing provided to their organizations.

All the factors were measured using a five-point Likert scale where | was no effect and 5 was extreme effect Besides, other questions were designed in the format of Multiple choice, Check box, Short answers and another Likert scale, ranging from Strongly disagree to Strongly agree Except for the short answer question, which was about the suggested measurements of the survey participants, all others are compulsory.

After the first draft was completed, it was sent to 5 customers to gather their comments and feedback After that, the questionnaire was edited and then delivered to 150 objects mentioned above in one week.

To capture a comprehensive respondent base, an online survey was disseminated via email and Zalo to reach customers of Vietnam Yellow Pages spread across both domestic and international locations Additionally, sales staff who engage directly with clientele were enlisted to assist in data collection.

Ta Thị Lan Anh — 11190513 — Business English 61B

Data gathered through the survey was converted into Google Sheet, then analyzed and organized in form of bar charts, pie charts, and tables.

In addition, the responses after being coded were transferred to Statistical Package for Social Sciences Software version 20 (SPSS 20) to conduct deeper analysis via descriptive statistics, percentage calculation, means and one-way ANOVA After that, the results were presented in form of tables.

Firstly, it is noticeable that all the responses recorded are acceptable There are no situations in which participants miss some of the questions or select the same answer for all of the options.

Figure 3.1 The locations of participants’ company

The geographical distribution of the study's participants reveals a clear dominance of Southern Vietnam-based businesses, accounting for 62% Central Vietnam and Northern Vietnam follow with 20% and 13% respectively, while international companies represent only 5% of the sample This distribution suggests that the majority of businesses participating in the study are based in the southern region of Vietnam.

Ta Thị Lan Anh — 11190513 — Business English 61B

Vietnam Yellow Pages has been more popular among Southern area, especially Ho Chi Minh City and Binh Duong province.

Figure 3.2 The target markets of participants’ company

Northen Vietnam Central Vietnam Southern Vietnam International m Company's markets

In terms of organizations’ target markets, Southern Vietnam remained the dominant, with over 80%, followed by Southern Vietnam, with a proportion of more than two fifths Just 5% lower than Southern Vietnam was the figure for Central Vietnam, while 41.2% of companies that took part in the survey had an international market.

The figures for places and target markets prove the diversity in Vietnam Yellow Pages’ customers Its operation not only covers Vietnam but also the world.

It might point out that there are differences in the cultural background, the habit of information searching, approach methods, etc among those who come to Vietnam Yellow Pages.

Ta Thị Lan Anh — 11190513 — Business English 61B

FINDINGS AND DISCUSSION << 5< SH nhnHHnhn nunungmsee29 4.1 Current business relation with Vietnam Yellow Pages <<ô<<<<<s 29 4.1.1 Time of using services provided by Vietnam Yellow PAQeS

Customer’s experience when using Vietnam Yellow Pages -ô<<<5+ 30 4.2 Factors affecting the effectiveness of content marketing services from Vietnam

Table 4.1 Customer’s tried services when using Vietnam Yellow Pages

Customer’s Classification Frequency | Percentage experiences (n) (%)

Searching for suppliers, manufacturers, 136 90.7 partners, etc.

Listing advertisement 94 62.7 Banner advertisement 45 30.0 Four horizontal banner advertisement 32 21.3

; Advertisement on the directory 43 28.7 Services

Website design 87 58.0 Information printed on Vietnamese YP 90 60.0 book

Information printed on English YP 85 56.7 book

Vietnam Yellow Pages is a popular business directory in Vietnam, with over 90% of customers using it to locate manufacturers, suppliers, and partners Listing advertisements are the most popular service, followed by printed directories in English and Vietnamese, banner advertising, and web design Directory advertisements and four horizontal banner advertisements are less popular, with 28% and 21.3% of customers using them, respectively.

Ta Thị Lan Anh — 11190513 — Business English 61B

Figure 4.2 Customers’ usually encountered content marketing formats

Texts Banners Catalogues Images Videos News ơ fo)oOo

In terms of content marketing, it can be pointed out that text is the most common format that businesses encounter when finding partners, with a relatively high proportion of 94% Ranking second and third are the figures for images and banners, which have nearly the same amount, at 82% and 80% in turn Meanwhile, the other elements’ rates recorded are far less than the previous three forms of content marketing Only 26 people chose catalogues as what they saw when searching Videos and news received relatively low votes, at only 10% and 6% of the total replies.

Ta Thị Lan Anh — 11190513 — Business English 61B

Figure 4.3 Customers’ often used research tools

Google Bing Facebook Vietnam Yellow Others

Regarding frequent searching tools of participants, Google is recorded to be the most often and the first used engine when customers want to find any business’s information, accounting for 98% It is quite understandable when nowadays, people could find almost everything just by one click Vietnam Yellow Pages website system also recorded a relatively high percentage, at 82% Another platform that Vietnam Yellow Pages should pay more attention is Facebook, with more than a half of participants often utilize this social networking to look for a business partner Bing or other platform just make up for a small amount, with the answer mainly from international based companies.

Table 4.2 Mean score for Customers’ experience

I often go directly to Vietnam Yellow Pages (VYP)

150 | 3.4118 1.06412 to search for suppliers or partners.

Ta Thị Lan Anh — 11190513 — Business English 61B

When searching on Google, I often receive results which include ones belonging to VYP at high 150 | 3.9412 14755 position.

I often find desirable partners via VYP 150 | 3.4118 79521

I often read all the content shown by VYP 150 | 3.0588 89935

I highly appreciate the content quality on VYP,

.- nay 150 | 3.9312 74755 which is quite informative.

The content marketing formats on VYP are very

I have been satisfied with the content marketing l ; 150 | 3.8235 63593 services provided by VYP.

More customers come to us after posting information

Our company’s revenue increases after we use

In general, participants took part in the survey quite appreciated the content marketing quality on Vietnam Yellow Pages, which they considered relatively informative Besides, when using Google to search for manufacturers, suppliers or business partners, the majority of customers agreed that they typically see results which include Vietnam Yellow Pages ones at high positions, which means that Vietnam Yellow Pages is quite optimal on Google This results from the large number of keywords attached reasonably on each article or content services Furthermore, the diversity in the content marketing formats on Vietnam Yellow Pages, including texts, banners, images, etc., also received the agreement of survey participants, this might point out that Vietnam Yellow Pages is currently implementing quite effectively at this point.

Despite its popularity, Vietnam Yellow Pages faced challenges in attracting website and book visitors Additionally, the effectiveness of content marketing services varied, leaving some customers dissatisfied The questionnaire data revealed that customers often struggled to find suitable partners on the platform.

Ta Thị Lan Anh — 11190513 — Business English 61B customers did not regularly read all the content shown by Vietnam Yellow Pages. Perhaps it was because that content did not appear at the right time or right place that clients wanted.

It is noticeable that not all customers who came to Vietnam Yellow Pages also tried advertising services There have been people who just wanted to find information about their potential business partners Nevertheless, generally customers shown a satisfaction level of the content marketing advertising services provided by Vietnam Yellow Pages This was because there has been an increase in the number of clients who came to them after these companies trying information commercial services It proved that posting information on Vietnam Yellow Pages successfully at a certain level spread their brand images to the target customers However, the rate of customers conversion was still quite limited, because even the number of clients coming rose, the revenue sometimes did not experience the same trend Meanwhile, the understanding between customers and Vietnam Yellow Pages sometimes was not clear.

Customer feedback for Vietnam Yellow Pages' content marketing services revealed overall satisfaction However, there were areas for improvement, such as the timing and placement of content, as well as its overall quality and management.

4.2 Factors affecting the effectiveness of content marketing services from Vietnam Yellow Pages

Table 4.3 Mean scores for Cultural background factor

NẹN | Minimum | Maximum | Mean | Std.

Deviation Adjusting content formats according to different

Ta Thị Lan Anh — 11190513 — Business English 61B

Adjusting content channels according to different customers’ culture background

Adjusting content language according to different customers’ culture background

Adjusting content message according to different customers’ culture background

Regarding the first factor, which is cultural background, it seems customers considered it had a moderate effect, with relatively high Mean score values, ranging from 3.5294 to 4.2353 This also points out that in order to achieve the effectiveness in content marketing, the culture factor still has a specific position This might because of the diversity in the customers range of Vietnam Yellow Pages Based on the culture difference, creators needed to understand and adjust content components to achieve the highest results, with the effect levels being in turn content language, messages, formats and channels This indicates that in terms of culture, Vietnam Yellow Pages did quite well in using suitable languages, but least effectively in information channels.

Table 4.4 Test of Homogeneity of Variances

Levene Statistic dữ df2 Sig.

Table 4.5 ANOVA result Sum of Squares | df | Mean Square F Sig.

Ta Thị Lan Anh — 11190513 — Business English 61B

Table 4.4 and 4.5 presents the results for test of Homogeneity of Variances and ANOVA, which are applied to investigate whether there are any statistically remarkable differences between businesses’ locations and their opinions on the effects of cultural background factor The sig value in table 4.4 is 0.113, much higher than 0.05, demonstrates the homogeneity of variance among group values, leading to the ANOVA result table As can be seen from table 4.5, the sig value is also more than 0.05, at 0.368, suggesting that there is no average difference between two elements mentioned above In other words, whether this company is located in Northern, Central, Southern Vietnam or International base, there is no specific difference in the level of impact of cultural background on the effectiveness of content marketing.

Table 4.6 Mean scores for Context marketing factor

Deviation Content appearing at the right time when customers | 150 3.00 5.00 | 4.1765 52859 need

Applying different content for new customers and 150 2.00 5.00 | 3.4118 87026 loyal ones

Table 4.6 shows the Mean scores for the second factor classification, which.is context marketing Generally, this group was considered to have a relatively significant impact In which, the market researching being done carefully before writing was agreed most, with the Mean score of 4.2353 It might present that customers appreciate quite high the attentive preparation in the very beginning stage

Survey results indicate the importance of content marketing timing and format Notably, content marketing ranked second in appearance time with a mean score of 4.1765 and minimal fluctuation among respondents Despite this, instances of customers not finding suitable partners persist Regarding format, majority participants emphasized the positive impact of appropriate formats on content marketing effectiveness, highlighting the crucial step of selecting suitable forms before writing.

The last two elements are the content channels and the different application of content for old and new customers However, these elements did not receive high score This could be the foundation for Vietnam Yellow Pages to improve its information channels For each part of content, it should be adjusted and designed more carefully to be suitable for completely new or loyal clients.

Table 4.7 Mean scores for Characteristics of content factor

Deviation Content including all the values that defines a 150 2.00 5.00 | 3.8706 87447 company

Content being evergreen, which means it is valuable

; 150 2.00 5.00 | 3.3529 93148 both current and in the foreseeable future

Ta Thị Lan Anh — 11190513 — Business English 61B

Content combining large number of relevant 150 2.00 5.00 | 4.2941 91956 keywords

150 3.00 5.00 | 4.2353 89935 just a copy from old texts

Content being created by the cooperation of

150 2.00 5.00 | 4.0588 1.02899 marketing, SEO, technical, etc divisions

Content being consistent with contents previously 150 2.00 5.00 | 3.2353 1.03256 developed for the company

Content being rich in visual

Content being rich in audio id 150 1.00 5.00 | 3.0000 1.32288 aids

The survey found that the effectiveness of content marketing varied widely, with mean values ranging from 2.8235 to 4.2941 The most effective content included a high density of relevant keywords As most businesses use Google to find partners, it is essential to create content that ranks highly in Google search results Vietnam Yellow Pages excelled in this area, consistently achieving high rankings No responses indicated that content marketing had no impact, with the lowest value being 2.00.

Moreover, a content marketing activity is considered effective as having content being update frequently, being creative, and being cooperated with other divisions such as SEO or technical, with 4.1765, 4.0588 and 4.0588 Mean scores

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