Chuyên đề tốt nghiệp: A study on the digital marketing utilization Of the treatsystemethod product line advertisement for the millennials generation In viet y ncl cosmetic company limited From 2021 to 2023

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The research primarily concentrate on studying the practice of Digital Marketing in the cosmetics industry The research studies the current status of increasing sales and marketing activities through two main online channels of Viet

Y NCL Company which are the Facebook fan page and websites in the period from

2021 to 2023 Particularly, the author will focus on the target customers of the

“Treatsystemethod" product line, which are 51 former customers from the Millennials generation of Viet Y NCL Company The data used for analysis is collected in the past three years.

The study is a combination of questionnaire and desk research methods:

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C

Firstly, the researcher applied desk research Legitimate and official information from different sources was utilized to provide background knowledge of digital marketing and establish a framework for digital marketing utilization in Viet Y NCL.

Secondly, the researcher designed an online questionnaire on Google Forms and send it to 51 customers having experienced the Treatsystemethod product line in Viet Y NCL to obtain an overview of the current reality of digital marketing applications in this company.

The study format contains four chapters in addition to the introduction, conclusion, list of abbreviations, list of tables, graphs, and list of references.

Chapter 1 - Introduction of the company - gives information about Viet Y NCL Company such as overview, organizational structure, and the marketing department.

Chapter 2 — Theoretical Framework - presents the theoretical framework of digital marketing and discusses previous theoretical models, previous studies, and research models.

Chapter 3 - Findings and discussion - analyzes the collected data, major findings, and recommendations.

Chapter 4 —Recommendations - proposes some viable recommendations forViet Y NCL Company.

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Viet Y NCL’s Mission, Vision, and Core Values

Regarding vision, Viet Y NCL always strives to become one of the most trusted brands when it comes to hair and scalp treatment in Vietnam, helping to create true values that benefit the communities The company insists on providing the best service in all aspects of its products With a strict focus on product and service quality, Viet Y NCL is often dedicated to comprehending each customer’s demand.

Regarding mission, Viet Y NCL aims to bring many essences of nature to heal people The business also fosters an environment where employees can fulfill their potential and utilize their areas of expertise effectively Moreover, the company consistently places a high priority on customer satisfaction by offering a range of products that satisfy the needs of every client Also, Viet Y NCL supports the community by creating job opportunities for locals and assisting them in selling their products to customers Another mission is to bring profits to shareholders, the Board of Management, and employees who have made significant contributions to the business.

Regarding core values, Viet Y NCL focuses on protecting consumers' health, the company is a guideline to build customer's trust value with the Napura brand as well as the company's brand.

Treatsystemethod is a complete line of products created to protect and maintain hair's beauty, length, and strength This is a premium natural product line that sets itself apart in the hair care market by the quality of its top ingredients of natural origin and carefully selected active ingredients.

1.1.3.2 Inoilnuances Napura Inoilnuance delivers the best hair color performance in terms of coverage and hold The formula is proprietary and based on highly selected natural plant oils that nourish and moisturize the hair, and is enriched with colored pure micro-pigments The result is a very light color and hair that looks soft and shiny.

An excellent line of repair and discipline products for a salon-like professional look Formulated to keep hair strands intact The entire NXT series provides effective moisture resistance There are different types of hairspray formulations, ranging from strong hold to light hold.

1.1.3.4 Sunsystem The line of solar-based solar extracts with specific UVA and UVB filters. The complete line of Sunsystem Napura Solar Products for hair, face, and body, based on precious natural extracts and the innovative mix of vitamin E, extract of mallow e Specific UVA and UVB filters.

A line of facial and body products for men and women with natural ingredients to satisfy every need of all skin types The products complement each other and provide a complete skin care program from gentle cleansing to special cellulite treatments.

Source: Internal source 1.2.1 Chief Executive Officer

The director is responsible for setting the company's strategy, objectives and organizing the implementation of the company's business plan and investment plan As the head of the company, the director must manage the company in accordance with the provisions of the law and handle the company's procedures and documents.

The Business Development Department is responsible for managing sales staff to achieve growth and sales goals, defining and implementing a business strategy to help expand the customer file and ensure the coverage of the business.Its missions include building and developing long-term strong customer relationships; reporting on business results, revenue, and expenses; making forecasts before management; identifying potential markets and market

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C fluctuations; and at the same time always updating the situation of competitors and new products.

Strategy consultant develops strategic implementation plans and analyzes business proposals for the company; cross-works with all other teams in the company to ensure successful and innovative implementation of approved strategies; proposes ideas, and business development plans; considers budget costs for marketing and communication activities.

The Customer Service division receives and handles customer requests, answers concerns and questions that customers encounter, do not understand, or need to be explained Its function is to actively care and visit customers during their use of products/services through methods such as: calling, texting, and live chat via the website, Facebook Building support and consulting channels to help customers get the information they need most accurately and quickly about price, usage, warranty, and after-sales; recording complaints, and problems that need to be resolved by customers and providing them to relevant departments to handle those issues; monitoring and continuously updating policies on products and services of the business from time to time to inform customers in the fastest and most timely manner are also their responsibilities.

This department functions to research, draft and approve applicable regulations in the company They check the implementation of internal regulations of departments and individuals throughout the company and organize, and coordinate with other units to perform human resource management, recruitment, training, and retraining Moreover, researching and grasping the legal regulations related to the company's activities, and ensuring that the company's activities are always in accordance with the law are also its responsibilities.

This department is in charge of accounting for the revenue and expenditure of the business: capital, revenue, expenses, liabilities, and fixed assets (tools, tools, raw materials, etc.) They participate in managing loans and financial investments and ensure consumption plans are on schedule and bring high efficiency. Furthermore, they coordinate with related departments to make short-term and long-term financial and accounting plans and propose effective management measures to the management board They develop financial regulations such as

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C revenue-expenditure process, debt-capital, salary/bonus norms, inventory and compliance policies.

The inventory manager is in charge of organizing the system of warehouses and goods, using inventory and supply chain tracking software to accurately count the inventory remaining in stock Moreover, the manager must import, export, and transfer goods as required to agents and customers.

The Marketing department gives direction and builds a marketing roadmap for the company's products and brand Its function is to manage the entire system of marketing products and work along with the sales and operations teams to provide hair care that satisfies customers’ needs in terms of both quality and cost. This department regularly develops fresh concepts, programs, and products There are three teams that make up the marketing department: content writers, designers, and sales staff Content writers manage the company's social networking sites, build, and manage content; are responsible for the production of media content; join the team to build and manage marketing campaigns; contribute creative content ideas for Digital Marketing campaigns Designers are responsible for design-related work areas; contributing ideas, developing key messages for the project; accomplishing other tasks when required Sales staff introduce, advise and convince customers to use the product; search, maintain and develop a network of potential customers and partners in many fields; resolve customer problems and complaints to ensure customer satisfaction and reliability in accordance with the correct process.

Mobile Marketing 8n nee

Mobile marketing, which refers to two-way marketing contact between a company and its customers via mobile devices, is a relatively new field of marketing The website, apps, and content is being customized for mobile devices. The number of mobile users is increasing daily, making mobile marketing the most effective strategy In his article, Kanagal (2009) characterizes mobile marketing as a revolutionary tool for connecting businesses with each of their customers via their mobile devices at the right time, in the right place, and with an appropriate direct message.

Mobile marketing and the advantages it offers are advantageous because today, mobile devices are more accessible to the internet than computers For instance, mobile advertising may increase the frequency of calls made to the advertiser or persuade users to download mobile applications Ads for mobile devices should be modified since users of mobile devices do not conduct internet searches in the same manner that users of PCs do Due to the smaller size of mobile devices, advertisements should be brief, have a distinct call to action, and be able to be seen in text, pictures, or videos.

In the world of mobile devices, it is not limited to displaying your services solely on websites, but ads can also appear within mobile apps A mobile app is a

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C program that can be downloaded and set up on a mobile device (cell phone or tablet) It can benefit a mobile website and assist users in achieving particular objectives The program can foster more active client communication and boost customer loyalty Apps are helpful for establishing long-term users and loyalty programs.

Content Marketing .sccssccscccscsssccsccsccssccsssscsssesscsssesesssseesscsssesseseees 19 2.5 Previous studies on measures to evaluate the effectiveness of digital

Content marketing is a marketing activity based on bringing valuable, useful, attractive, and related content to customers Content marketing in this day and age plays an important role in reaching and keeping customers to stay with the business Content can be presented in different formats, including blogs, white papers, e-books, case studies, how-to guides, question-and-answer articles, forums, news and updates, images, banners, infographics, podcasts, webinars, videos, or content for microblogging and social media sites Content marketing needs to meet the following requirements: useful; outstanding; attractive and unique Content marketing is not copywriting, or media, nor is it anything too divine Content marketing also needs good ideas to win the hearts of customers. Good content is shared and is the best way for branding your business.

2.5 Previous studies on measures to evaluate the effectiveness of digital marketing tools

Several studies have looked into different aspects of digital marketing on business performance in the cosmetics sector Some may place their emphasis on online feedback which has a significant impact on customers’ intentions on experiencing cosmetics products while others are likely to put their focus on social media which is one of the most well-known platforms for attracting different sorts of consumers’ attention According to Mishra (2017), feedback shared on reputable social media platforms or online communities appears to be more trustworthy and valuable, increasing purchasing intentions and customer satisfaction levels Hence, putting these reviews clearly and easily available on the brand's website may enhance performance, per the research Also, Veleva's research (2020) stated that social media marketing would be one of the most cost-effective ways for small and medium-sized businesses to draw in new clients This is due to the fact that according to the research, social marketing is probably less expensive for these businesses to implement than traditional marketing.

On the other hand, a number of researchers identified the elements influencing the success of integrating digital marketing or primarily focused on the

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C efficiency of this marketing strategy in reaching marketing objectives For instance, Qazzafi’s research (2019) examined digital marketing in the cosmetics industry in Korea He demonstrated how these digital marketing methods were crucial to the success of the cosmetics industry by analyzing all digitized sources, such as email, search engines, affiliate marketing, and social media marketing tools Moreover, more global customers were also attracted, which is advantageous for both business and the national economy It is also advised to use more digital marketing methods, particularly social media marketing tools because of their cost-effectiveness and competitive advantages.

Despite being defined in various ways by numerous scholars, developing a framework specific to digital marketing would be ambiguous Popular models like the 7Ps: Product, Price, Place, People, Process, and Physical Proof and the 4Ps: Product, Pricing, Place, and Promotion seem out of place given the prevalence of the customer-centric approach (Booms, 1981) These frameworks are unsuitable for digital marketing assessment where customers may have to be put in the starting point of the marketing due to the proliferation of technology and the Internet, where customers’ role in marketing activities would be increasingly more important due to their greater influence on others' choices, and increased control of their purchasing process.

One of the significant contributions to the development of digital marketing assessment was the 4Cs illustrated by Lauterborn (1990) The conventional 4Ps were replaced with a more customer-centric approach, in which Product became the wants and needs of the consumer, Pricing became Cost, Place became Convenience, and Promotion became Communication Moreover, the Digital marketing Framework (Kierzkowski, 1996) is expected to place an emphasis on consumer orientation through the employment of five important factors: user attraction, user engagement, user interest provocation, user retention, and user information acquisition.

A number of quantitative and qualitative approaches and frameworks have been given for the assessment and evaluation of digital marketing Table 1 summarizes some of the evaluation models developed mainly for assessing digital marketing tools.

Table 1: Digital marketing assessment models

An instrument to measure the perceived quality of an internet shopping site in terms of ease of use, aesthetic design, processing speed, and security.

An internal evaluation instrument to ensure consistency between web strategy and actual website presence

A model based on the marketing mix (product, price, place, and promotion) and website quality credibility, currency, relevance, personalization, navigability, and security) elements.

An assessment of website design characteristics are defined in terms of six parameters; usability, visual aspects, technical adequacy, security, communication, and prestige.

A framework for assessing B2C websites using eight assessment criteria: content,

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C community, communication, collaboration, connection, commerce, context, and customization

7Cs The seven design elements | —-commerce | Jaworski and

Framework of a customer interface are Rayport (2001) context, content, community, customization, communication, connection, and commerce.

E-Marketing The combination of the Kalyanam, K., includes personalization, (2002) privacy, customer service, community, site, security, and sales promotion.

By incorporating new dimensions into the classic Marketing mix Model (4Ps), several authors appear to suggest alternative strategies The 4Ps + P2C2S3 Model would be one of the key frameworks (Kalyanam, K., & McIntyre, S, 2002).

To be more precise, the 4Ps still included elements like Product, Price, Place, and Promotion Still, there were also a number of new ones to illustrate better the various dimensions of the digital environment, such as Privacy, Personalization, Customer Service, Community, Site, Security, and Sales Promotion Salam Abdallah (2015) added to this by using the same techniques to assess digital marketing He and his colleagues created a framework combining generic principles and Marketing Mix Elements.

There were also other frameworks that were only concerned with identifying factors that affected websites For instance, the success of online shopping sites was evaluated using the SITEQUAL (Petre, M., Minocha, S.,& Roberts, D 2006) model, which has four primary components: usability, aesthetic design, processing speed, and security Although this model is accepted to help evaluate online

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C services, it appears to place too much emphasis on website interface and ignore the element of consumer interaction with one another.

However, Hansen and his colleagues (2013) addressed these concerns by illustrating the communication or the level of interactivity among customers such as Community, Communication, and Collaboration components in the Cube Assessment Framework On the other hand, Tsai's model (2011) offers a thorough framework for assessing the effectiveness of e-commerce websites This is due to the fact that it not only demonstrated the technical features of websites but also blended them with components of the marketing mix to demonstrate how people engage with websites.

It is clear that there are various frameworks and tools for evaluating the success of digital marketing in a firm, each of which reflects a unique set of factors with a focus on website performance or the emphasis on the various elements of digital marketing as a whole However, the researcher decides to combine Key Performance Indicators (KPIs) to illustrate the mechanical statistics like Bounce rate, Click Through Rate, Conversion, and the number of reaches on social media to indicate the customers’ feelings about the Treatsystemethod products in Viet Y NCL to evaluate digital marketing performance in Viet Y NCL more thoroughly. Specifically, the framework will be divided into 2 main parts: KPIs and Respondent-based criteria.

In each dimension, there will be several components:

Table 2: Description of each dimension mm.

User’s experience (Aesthetic appeal and visual quality; Ease of use; Technical issues;

Respondent-based criteria Spelling or Grammar)

Accessibility (Search Engine; Intuitive Navigation; Easy to approach)

In conclusion, the researcher would use KPIs and Respondent-based criteria to assess the digital marketing utilization of the Treatsystemethod product line in Viet Y NCL Company.

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In order to assess Viet Y NCL’s digital marketing utilization through respondent-based criteria, a survey was sent to 51 former customers of the company and all of them responded to the survey In this section, the scaled sample average using a paradigm that can be found in the writings of early Indian mathematicians, and this sample is used to determine the mean of the data.

X= axI+bx2+cx3+dx4+ex5n X: Impact measure x1, x2, x3, x4, x5: The number of points a participant awards for a factor (Ranging from | to 5, respectively). a: The number of participants choosing 1 b: The number of participants choosing 2 c: The number of participants choosing 3 d: The number of participants choosing 4 e: The number of participants choosing 5 n: The total number of participants

The Likert scale was selected for this investigation since it is the approach most usually used in empirical studies to assess attitudes or opinions Rensis Likert, a well-known psychotherapist, created the scale He created the index in order to develop a detailed and organized framework for examining both human opinions and the variables that affect them The table below displays this index's specifics.

3.40 - 4.19 High level 4.20 - 5.00 Very high level

If KPIs are used to give an overview of the present status of two channels, the charts below will examine the performance of several facets of these, such as accessibility, content, customization, and user’s experience.

| have easy accesstothe When looking for "natural | find it simple to contact the Whenever | have a demand website and the Facebook hair-care products,"|see Napura consultancyteams_ for purchasing natural hair- page of Napura - Viet Y NCL _ that information about through the internet care products,

Napura - Viet Y NCL advertisements from Napura consistently appears at the appear on social media. top of search engines like

Google. mVerydisagree mDisagree mNeutral mAgree mVeryagree

Figure 8: Accessibility aspect of the company's website and Facebook

The chart above illustrates the participants’ opinions about Viet Y NCL’s website and Facebook fan page accessibility In general, half of the respondents agree that they can easily interact with the consultancy teams as well as approach the website and fan page, the other half can not see the frequent appearance of Viet

Y NCL whenever they look for hair-care products In detail, 51% of participants choose “Very agree” toward the question “ I have easy access to the website and the Facebook fan page of Napura-Viet Y NCL” while only 8% disagreed with this.

A similar pattern can be seen in the question “I find it simple to contact the Napura consultancy teams through the internet”, 72% of respondents choose “Very agree” and “Agree” while only 4% choose “Disagree” On the contrary, the two remaining questions show the opposite sign since the figure for disagreement is up to more than 70% while the figure for agreement is only more than 15% This might indicate the inefficiency of Viet Y NCL’s digital marketing channels The following figure analyzes the respondents’ overall opinion about the accessibility aspects of these two main digital marketing channels.

Ihave easy accesstothe When looking for "natural | find it simple to contact Whenever I have a demand website and the Facebook _hair-care products," | see the Napura consultancy — for purchasing natural hair- page of Napura - Viet Y NCL that information about teams through the internet care products,

Napura - Viet Y NCL advertisements from consistently appears at the Napura appear on social top of search engines like media.

Figure 9: Evaluation of the “Accessibility” aspect based on the Likert scale

Source: The author's data Obviously, the first statement has the highest level at 4.21, indicating that the customers are very satisfied with the easy accessibility of the company’s website and Facebook fan page This might explain that the company's website and fan page rarely experiences technical problems such as abrupt disconnection or long page load time The company has worked hard to provide channels via which customers can quickly locate, access, and update product information Moreover, the website has a clear structure for each section and the Facebook fan page has a mobile-friendly interface design which makes it easier for customers to access In addition to the first statement, the third statement “ I find it simple to contact the Napura consultancy teams through the internet" also received positive responses with a high interval score of 4.03 This proves that the company's consulting team

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C has done a great job in interacting with customers and making them satisfied when experiencing the company's services On Facebook, there is always an attached hotline in each article so that customers can immediately contact the consulting team whenever needed, the response time to customers’ messages is also very fast, just within 30 minutes On the website, in the right corner, there are always 2 buttons for customers to chat with the consulting team through Zalo and Messenger In the left corner is the button for customers to directly call the consulting teams.

On the other hand, the second and the last statement received neutral responses with a medium score level of 2.68 and 2.76, respectively This can be explained by the fact that the company has not invested much money into paid advertising, such as Facebook advertisements and SEM, to boost sales volume and brand awareness Therefore, customers can not easily reach the company's products and brand Moreover, the company is not taking advantage of the full potential of SEO when it can not create articles with important keywords to be able to push its website to the top of the search engine This will lead to the loss of potential customers as well as creating opportunities for the company's competitors such as Davines and Nashi Argan.

To sum up, Viet Y NCL has succeeded in creating a website and a Facebook fan page that customers can easily access Also, the consultancy teams have done a great job in satisfying customers’ needs and improving customers’ experience when they use the company's services However, the business still needs to enhance its technical abilities like SEO and SEM to propel websites to the top of search engine results and to draw in more customers The technical issues also need to be solved to provide the most comfortable experience for clients looking for information about natural hair-care products.

I think information about | think the content on Content on Napura's | find the information on hair-care products on Napura's website and website and Facebook page Napura's website and Napura's website and Facebook page is accurate is updated frequently Facebook page

Facebook page is useful and and trustworthy comprehensible and relevant appealing, raising my willingness to take action immediately. mVerydisagree mDisagree mNeutral mAgree mVeryagree

Figure 10: Content aspect of the company's website and Facebook

Source: The author's data The clustered charts demonstrate the content performance of the two main digital marketing channels of the company In general, the respondents showed their pleasure with Viet Y NCL’s contents when the total ratio for “ Agree” and

Evaluation of four aspects of the company's website and Facebook fan

In this section, the efficiency of different aspects of the two main digital marketing channels of Viet Y NCL will be assessed based on the Likert scale as shown in the table below.

Table 5: The evaluation of four aspects using the Likert scale

Degree of the influence of four respondent-based criteria

From the table, it is clear that “User’s Experience” aspect plays the main role (4.01 over 5) while the other three factors having less impact on the digital marketing of Viet Y NCL To be more specific, the reason why this aspect received such a high score is that the company has put efforts into creating a user-friendly and highly recognizable website This website is designed to be very easy to use and is guaranteed to have as few technical errors as possible, which has brought satisfaction to the customer experience This is also the reason why the factor

“Pageview" in KPIs is the only factor that experienced an upward trend In addition, the company also focuses on training a team of professional customer consultants to always be ready to take care of and answer customers’ questions.

Regarding the content aspect, this aspect received a quite high score level of 3.78 Viet Y NCL has succeeded in creating relevant, useful, and highly accurate content on its social networking sites Each product is attached with a clear description and a public price of that product, the company also provides vivid images of the product for customers to easily visualize However, there would be a need for Viet Y NCL to attach more “Call to action” short phrases on their status and offer more incentives to boost customers’ desire to purchase the products It is understandable why the conversion rate in KPIs decreased gradually over the last three months due to the absence of these elements.

The third-ranked aspect is customization, at 3.53 It can be said that Viet Y NCL performs well in personalizing services such as saving customer information, orders and arranging a personal consultant for each customer However, the company still needs to improve more on creating individualized advertisements.

As mentioned in the previous section, Viet Y NCL doesn't seem to view email as

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C a potential digital marketing channel for their products, despite the fact that it is one of the most effective ways to promote their hair-care items.

The aspect with the lowest score interval of 3.42 is accessibility Viet Y NCL has succeeded in creating a website and a Facebook fan page that customers can easily access Also, the consulting teams have done a fantastic job of meeting the needs of clients and improving their experience when they use the company's services However, to get websites to the top of search engine results and to attract more clients, the company must continue to improve its technical skills in areas like SEO and SEM The technical problems must also be resolved to provide the most comfortable experience for clients looking for information about natural hair- care products.

After analyzing the utilization of two primary digital marketing channels employed by Viet Y NCL and collecting responses from 51 former customers of the company, it would be simpler to identify the current advantages and limitations of the company Regarding the advantages, the business has been successful in developing a website and a Facebook fan page that customers can readily reach and both have a pleasing design Likewise, the consultation teams have done a wonderful job of communicating with clients, addressing their demands, and improving their experience when they utilize the company's services.

Besides the advantages, the company still has weaknesses that need to be dealt with The issues that stand out and need to be addressed first are the lack of

"call to action" short phrases for status updates; the lack of additional incentives; the poor quality of individualized advertisements; poor technical skills like SEO, and SEM Therefore, chapter 4 will be the author's recommendations to help Viet

Y NCL overcome the existing weaknesses and develop more in using digital marketing to advertise the Treatsystemethod product line.

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This chapter proposes feasible approaches to promote the digital marketing utilization of the Treatsystemethod product line advertisement for the Millennials generation in Viet Y NCL Cosmetic Company Limited.

4.1 Developing advertising through E-mail marketing

Website and Facebook fan page are the current two leading digital marketing channels used by Viet Y NCL Since the use of these two channels is not bringing high efficiency to the company, it is advised that companies put money into another digital marketing channel, specifically e-mail marketing, to draw in more clients and increase sales returns As mentioned above, email is a marketing channel with more potential than imagined Email is a tool that most people will have a habit of checking daily, therefore including an advertisement at the bottom of every email sent to customers will attract customers’ attention and make them curious about that product To be more particular, the marketing division needs to learn more about the customers’ behaviors, hair condition, and financial situation anytime they receive an email from a website user Following that, it would be simpler for Viet Y NCL to send a variety of articles or inquiries pertaining to their purchasing patterns, which can build desire and action Sending emails that are customized to each customer will make them feel satisfied and respected, they may also share those emails on social networking sites, which will help stimulate the promotion to replicate at no extra cost Also, by promoting the products on various digital marketing platforms, Viet Y NCL can benefit more This is due to the fact that during the epidemic, consumers have a strong urge to shop online, so if Viet

Y NCL can use marketing to provide them with information about various items, there is a great possibility that they will select their brand.

Currently, the company is doing well in creating articles with accurate and useful information for customers In addition, they also invest in quality pictures, providing real images and prices of each product in each article However, in each article, there is a lack of “Call-to-action" short phrases to motivate customers to take action A call-to-action is a brief sentence that appears on your website, in an article, or in another piece of content to encourage readers to perform a certain action that will ultimately increase their contact with the business To be effective, a call-to-action must communicate clearly what viewers can expect by taking immediate action The content writers should add catchy and persuasive phrases

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C like “Buy now", “Buy now and get 20% off", or “Limited time offer Get free shipping" to inspire the audience to take action- click on your ad, add an item to cart, If the content writers do not use the right and attractive words, the audience will simply scroll past without noticing Without “Call-to-action" phrases, a potential consumer may not know where to go to continue interacting with the brand, which increases the likelihood that they may leave its page or site in search of another option, such as one of the competitors By making it easier for viewers to act immediately with a one-click call-to-action, the company can advance its content marketing strategy and gain leads, boost conversions, and turn viewers into loyal customers and brand ambassadors The CTA phrases should be placed in various locations like websites, social media posts, and email campaigns

Moreover, it is advised that the company increase the number of keywords in each article and properly distribute it Viet Y NCL's content writers can search through trustworthy websites to understand the popular terms that customers frequently use when looking for information For instance, when creating articles about natural hair-care products, content writers can use keyword tools like Keyword planner, Semrush, Keyword tool.io, to locate popular phrases such as

“organic hair products" or “vegan hair-care products" In such a case, it would be preferable if they made a list of these keywords and intended to use them in their writings together with insightful details regarding natural hair-care products.

SEM and SEO are very important if Viet Y NCL wants its website to appear on the top suggestions of the results page from search engines By enhancing the use of SEM and SEO, the company can increase brand awareness, brand identity, and more The first step is to develop a search engine marketing strategy, in order to make the website's click rate grows rapidly and sustainably It also helps the business build a brand image: SEM is an expanded aspect of digital marketing, so compared to traditional marketing, SEM provides more hope for online purchases and services Starting here, the company will have a certain number of loyal customers and help establish a brand identity Next up, the company should pay a certain budget, so that the search engines will tell them the click rate of the website. From there, they can determine the number of potential customers through conversion rates.

Moreover, by using SEO, the company can get the search position in the toolbar based on the relevance of the content they produce against certain keywords searched by users SEO includes a variety of methods that help improve

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C the appearance and position of web pages in search engine organic results SEO might take more time, but if the company knows how to make use of this tool, it can produce unexpected results According to Ahref's research on 2 million keywords, only 22% of websites published within a year are in the top 10 of search results In addition, this time also depends on the keyword the company chooses. The lower the search volume of the keyword, the more likely the site will appear within 60 days.

To be able to utilize the full potential of SEO, Viet Y NCL can rely on the following general rule: SEO is best suited for informational keywords These are keywords that users are looking to learn about, not shop for For example hair- care, and products for hair ; PPC is the most suitable short-term tool for difficult keywords There are very high competition keywords so it can take years to SEO.

So PPC will be the best tool to increase traffic and sales for these keywords For example: buy hair-care products The company should use both SEO and PPC for keywords with many competing ads.

4.4 Offering more incentives to promote customers' purchasing demand

Viet Y NCL does not currently provide any customer preference policies or promotions This is why the company can not motivate new or returning customers to make a purchase Offering customer incentives can be a great way to increase customer loyalty and encourage repeat business Viet Y NCL can consider offering discounts, vouchers, freebies, or loyalty programs This is a valuable way to show the customers that the company appreciates their business For example, to increase sales for the best-selling product of the Treatsystemethod line - S1 Purify, the company can offer promotions such as buy one S1 Purify to get a free mini- sized hair serum The company can also provide this kind of incentive for new- come customers, it is a great way to introduce them to the company and also help build brand loyalty Another good way to show customers that the brand value their business and want to provide something extra as a “Thank You” is by giving freebies There are many benefits to offering freebies to customers For one, it helps build goodwill between the business and the customer Customers appreciate receiving something for free, and this can encourage them to continue doing business with the company Additionally, freebies can be used as a marketing tool to attract new customers By giving away a small item, Viet Y NCL can generate word-of-mouth buzz and get people talking about its brand.

CONCLUSION e Summary of the study The objective of this study is to study the digital marketing utilization of the Treatsystemethod product line advertisement for the Millennials generation in Viet

Y NCL Cosmetic Company Limited To be more specific, the research will analyze the existing circumstance of digital marketing utilization in the company, find out the advantages and limitations, and recommend feasible solutions to promote digital marketing utilization of the Treatsystemethod product line at Viet Y NCL Company.

In chapter 1, the research provides information about Viet Y NCL company, where the author spent time as an intern In chapter 2, the study provides an overview, systematizes the fundamental scientific theories on marketing practices, theories on digital marketing, digital marketing tools, and examines the previous studies on measures to evaluate the effectiveness of digital marketing tools In chapter 3, based on the KPIs and a questionnaire sent to 51 former customers of the company, the author has found out the advantages and limitations of utilizing digital marketing In terms of advantages, the company has been successful in creating a website and a Facebook fan page that clients can easily access and both have a nice layout The consultation teams have also done a fantastic job of interacting with customers, attending to their needs, and enhancing their experience when using the business's services However, the business still has issues that need to be resolved The problems that stick out and should be addressed first are the absence of "call to action" short phrases for status updates, the shortage of customer incentives, the low quality of customized adverts, and weak technical abilities like SEO and SEM In chapter 4, the author suggests methods and a number of solutions to promote digital marketing utilization in the company. e Limitations of the study

The researcher has funneled efforts into examining the digital marketing utilization of the Treatsystemethod product line advertisement for the Millennials generation in Viet Y NCL However, given the time constraints and extent of the research, it is unavoidable that the thesis would have restrictions Secondly, the research could only gather 65 replies from foreigners due to a lack of time and resources, which may prevent the conclusions from being generalized The research uses the questionnaire as the main methodology, but in some ways, the questionnaire is inefficient This is due to the fact that, despite being one of the

Nguyễn Thạc Hy Uyên — 11195686 — Business English 61C most effective methods for gathering a large number of responses, the data gathered by the questionnaire survey may also be inaccurate and unreliable because many respondents may have answered the questions dishonestly due to their lack of interest in the study's topic or their need to finish it as soon as possible. Moreover, the author has only conducted research on two main digital marketing channels of the company - Facebook fan page and Website As a result, it wouldn't represent Viet Y NCL's total use of digital marketing. e Recommendations for future studies Based on the study's limitations, the researcher might suggest some ideas for additional research It should provide a roadmap for academics who wish to expand on this research in the future It is advised that future research widen the study's focus to collect more information for analysis and comparison, making the study more trustworthy and useful Also, instead of merely distributing surveys on Google forms and conducting desk research, it would be preferable to employ a more direct technique, such as interviews, to better understand customers' thoughts As a result, the study is more likely to be credible and well-established.

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