how to become an excellent digital marketer prove that you can do what you said above through some of the skills youve learned

Digital marketing refers to all marketing effects that use digital media to reach customers and advertise commerce, products and services, including websites, social media social media,

TONG LIEN DOAN LAO DONG VIET NAM

TRUONG DAI HOC TON DUC THANG

KHOA QUAN TRI KINH DOANH

PROVE THAT YOU CAN DO WHAT YOU SAID ABOVE, THROUGH SOME OF THE SKILLS YOU'VE LEARNED

Giảng viên hướng dẫn: ThS Phạm Đức Linh Nhóm lóp: 02

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CHAPTER 1: OVERVIEW 1.1 Overview of Digital Marketing in Vietnam in 2022

Vietnam's economy has been skyrocketing in recent years thanks to Digital Marketing It has surpassed the GDP target set by the Government of 7% by 2022 This shows the strong resilience of Digital Marketing despite the ongoing pandemic situation, not to mention spending on digital advertising The number is expected to reach US$1,044 million by 2022 Besides, foreign investors have turned their attention

to Vietnam as entering the market is no longer difficult with digital marketing opportunities existing in Vietnam

Out of a total population of nearly 99 million, Vietnam has 73.2% of Internet users and 78.1% of active social network users Although the urbanization rate is not even above average compared to other Southeast Asian countries, the number of Vietnamese people using digital devices to access the Internet daily is very large

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In Vietnam, on average individuals spend 6 hours and 38 minutes a day on the Internet, of which about 3 hours are watching television (including broadcasting and streaming) Meanwhile, they use social media for an average of 2 hours and 38 minutes a day Statistically, both of these activities are still on the rise (+4.4% and +5.0%), implying that digital content, especially on social media channels, is taking up

a huge part in the daily life of Vietnamese people

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1.2 Opportunities of Digital Marketing in Vietnam

e Starting from some of the top cities in Vietnam

Great things start small Businesses are suggested to build a Vietnamese digital marketing strategy in major Vietnamese cities before expanding across the country According to the latest statistics, Vietnam's top cities such as Hanoi and Ho Chi Minh City are having a monthly per capita income of $262-286, accounting for 28.2% of Vietnam's total monthly income Obviously, these people are more likely to spend and are easier to target for the business's first Vietnam digital marketing campaign

¢ Harnessing the potential of young women consuming in Vietnam More than 45% of Vietnam's population belongs to Generation Z and the younger generation is between the ages of 25 and 54, accounting for the majority of the young workforce and the consumer market Growing up in the post-economic reform period in Vietnam, they enjoy all the privileges of the economic boom and, therefore, higher consumer sentiment But in this population, the women sector may be particularly worthy of your attention in your Vietnam digital marketing plan for 2022

Research shows that labor force participation rates between women and men are among the highest in the world and that more and more women have higher education levels, positions and incomes It is expected to add $80 billion to GDP through women's empowerment in Vietnam by 2030 The large contribution of women in Vietnam's future economy shows the power of young women

CHAPTER 2: THE DEFINITION OF DIGITAL MARKETING 2.1 What is Marketing?

Marketing is the art of creating value, communicating and distributing those values in order to satisfy the problems of the title customers to benefit the business Marketing is divided into two main categories: traditional and modern

¢ Traditional Marketing: Often applied in the circulation stage, this is a marketing activity that only works purely with the market and circulation channels This method usually does not focus too much on customers but only focuses on consuming products and services quickly

¢ Modern marketing is more interested in the customer Customer behavior and needs are the key to successful Marketing campaigns and maximize profits for businesses

Marketing is a very broad field of business activities or transactions, including the following types:

® Marketing, communication strategy

2.2, What is Digital Marketing?

Digital marketing refers to all marketing effects that use digital media to reach customers and advertise commerce, products and services, including websites, social media social media, search tools, mobile apps, email, text messaging and more

The goals of digital marketing are as diverse as establishing a brand or corporate identity, reaching customers, information campaigns, driving user engagement, converting browsers into shoppers, increasing revenue, etc

A Digital Marketer's job is to drive brand awareness and lead generation through digital channels, and that means Digital Marketers spend their days creating, posting or update content, monitor or handle social interactions and campaigns, or perform other work to enhance the company's digital channels

The role of a Digital Marketer will typically include managing social media marketing campaigns, working on business optimization, and more search engine or search engine marketing efforts, oversee email campaigns and create content for company blogs with the aim of promoting the brand and marketing it through media, helping to convert target customers into buyers The important goal of a digital marketer is to build a brand and promote that brand effectively and target conversion into potential customers

2.3 Tools and Platforms of Digital Marketing

2.3.1 Basic tools of Digital Marketing

e SEO (earch Engine Optimization)

It is understood as a website optimization solution so that the website can be easier to find Besides, applying other online marketing methods is also a part of SEO because they help rank display on popular search engines like Google, Facebook

e SEM (Search Engine Marketing)

Translated into Vietnamese means "Marketing on search engines" It can be said that SEM is a part of online marketing, on popular search engines such as: Bing, Google, or Yahoo, Facebook, etc SEO is a sub-branch of SEM If SEM is search engine marketing, then SEO is search engine optimization

As more and more people are online, the behavior of shoppers also changes, they are online more at the same time with more search needs When there is interest, interest in a certain item they will search, and this is the time and place to do SEM

¢ Content Marketing (Content Marketing)

A strategy focused on creating and delivering valuable, relevant, and ongoing content to the marketplace with the aim of turning them into customers and from customers to repeat customers In other words, you create engaging, relevant, interesting and valuable content to reach, change and convince them to use your product or service

e Social Media Marketing (Social Media Marketing)

It can be understood as a type of marketing done through social media In other words, social media marketing is a set of marketing strategies and plans aimed at social interaction between users via social networks, creating useful content for users

to share via social networks Increase brand awareness through social networks

¢ Email Marketing (Email Marketing)

A form of direct advertising that uses email as a means of communicating with

an audience In the broader sense of Email Marketing, this term is often used to refer

to sending emails with the purpose of strengthening a merchant's relationship with existing or new customers to encourage customer loyalty to promote business repeat business

¢ Mobile Marketing (Marketing via Mobile)

This is a form of marketing on mobile, using mobile media to introduce / advertise product and brand information to customers or in other words, mobile marketing is all forms of connection with consumers through a personal mobile device

© Pay Per Click Advertising (PPC)

An internet marketing model in which advertisers pay a fee each time one of their ads is clicked

® Affiliate Marketing (affiliate marketing)

This is a form of promoting products or services of a supplier through online promotion channels (blogs, fanpages, groups, .) of monetizing partners (publishers) to

customers The supplier will pay a commission to the publisher when the customer makes a purchase

¢ Online Banner Advertising

A form of placing ads on the website On each website place positions with appropriate sizes With introductions, messages, videos, images to introduce the products of the business Through images, eye-catching information users will click on ads From this banner ad, the affiliate link will take customers to the business's destination website, where there is full information about the product that the business wants to advertise

e TV/Radio marketing

Advertising on television and radio channels You can hear radio commercials over the radio every morning or every time you turn on the TV to watch But TV is a bigger offline channel than radio

Advertising on TV is quite expensive, so businesses are often very careful when using this type of marketing

2.3.2 Digital platforms

© Website

As the core of Owned Platform, the essential and central platform of Digital This is the place to take information and create user experiences with interactivity - conversion (Engage and Convert) You can easily see that when you click on a banner,

an advertising link, all will be redirected to the brand's website

Websites are the place to receive information, create experiences for customers Websites also have tools to help customers interact with the business

e Social Media

Social Media is the brand's online home, connecting with you through social networks (Facebook, Instagram, Pinterest, Snapchat, .) with stories, ready to share joys and sorrows with customers By social listening, brands can improve and create better customer experiences These tools especially support very high interactivity

Social media is the bridge between businesses and customers Make the brand closer to the user

¢ Digital Media

The types of ads that appear at the top of articles, banners on a website, videos that appear when watching movies are forms of digital media Digital media includes text, images, sounds, etc., transmitted over the internet or telecommunications networks Digital media helps increase brand awareness on digital platforms

e Search

This is a search platform with very popular engines such as Google, Bing According to Hubspot's research, 81% of consumers search for information about products to buy before making a decision to buy them Search engines are where customers go the most Therefore, it is the duty of the brand to appear when customers search on these engines

¢ Email Marketing

Email is used in direct marketing When you collect a large amount of customer data, it helps to send notifications, advertisements and calls to action Email helps brands maintain a strong relationship with customers at the lowest cost

¢ Mobile

As a modern platform, which can be mentioned from SMS Marketing, to virtual reality experiences, QR code GPS Marketing, businesses’ advertisements can be displayed in the eyes of customers via mobile devices, smartphones, etc tablets With the top number of users, this will be an extremely potential platform in the future

® Game

This platform consists of 2 types, Gamification and In Game Ads Gamification

is how brands turn user experiences into games Thereby creating excitement for users, creating conversions in the future In Game Ads (IGA) are understood as advertisements on computers and video games IGAs are ads that appear in the game

to advertise a certain product IGA promises even higher growth in the future As more and more games are born.

CHAPTER 3: HOW TO BECOME AN EXCELLENT DIGITAL MARKETER? 3.1 What does a good Digital Marketer?

Marketing is creating an increasingly strong attraction not only for experienced individuals, but also for students pursuing this profession So, how can you become a professional digital marketer?

The nature of Digital Marketing work requires always to adapt and rotate based

on fluctuations as well as changes of the market Digital Marketing will not be a job for those who are afraid of change, closed-minded and just follow the path As a Digital Marketer, you will need to improve yourself day by day

Important qualities to have:

¢ Logical thinking

Digital Marketing work not only has words but behind them are numbers and strategies To build a good strategy, digital marketers need to have logical thinking when seeing the problems that are happening and taking measures to change From those statistics, digital marketers will need to know what is doing well and what is not

so that they can come up with an effective strategy for the business

© Quick adaptability

In an increasingly volatile economic environment, more than anyone else, digital marketers must always change and adapt to those fluctuations

e Perseverance, perseverance and discipline

Digital Marketers are always in a state of readiness to do whatever it takes to achieve their goals Sometimes Digital Marketers are also Designers if the design staff are absent, they can also be Content Marketing in emergency cases, etc

3.2 Essential skills

3.2.1 Soft skills

To be successful in the digital marketing industry, a digital marketer needs to be someone who ts adaptable and receptive to new things, as well as being able to quickly absorb the knowledge that is updated continuously every day:

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© Social skills

Social skills are not stmply how you communicate with others, but also how you interact with the world around you, such as how to behave, maintain relationships, listen, empathize, etc

As a digital marketer, interacting with people around is extremely diverse They can come from internal departments in the company, to target customers, media units,

or even famous and influential people

= Digital Marketer will have to cooperate with all these people to achieve the set goal No digital marketer succeeds in his niche without interacting with the people around him In addition, possessing good social skills also facilitates easy updating of the latest trends in the community A digital marketer must always have a certain understanding of society, especially with current and trending information This is key to figuring out how to effectively engage with customers through creating the most engaging content

= To get this skill, we need to practice by improving daily communication skills, listening to people around, always having a supportive attitude, and helping colleagues In addition, body language is also essential, eye contact will also help you attract people around when communicating

¢ Writing and Editing

Perhaps no one can deny the importance of content writing and editing contents

= To become better at this skill, it 1s extremely important to improve grammar and sentence fluency In addition, reading books, referring to good articles, good writers or attending workshops will also help improve vocabulary a lot

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© Creativity

Work in digital marketing is not simply running ads on online channels, working with metrics and reports The first step in shaping all of these activities is to think through and formulate a strategy And that's when creativity becomes all the more important

Besides, it is very important to connect with potential customers through creative advertising products The reason is because competition on the online platform is fierce and sometimes simple messages or images are not enough for a brand to stand out

= Creativity is the key to making the difference between content that attracts viewers and content that is quickly skimmed

= There are a few key tips for practicing creative thinking:

Take action = Think how to solve the job as quickly as possible, achieving the highest results It's time to practice creative thinking; Balance between reality and ideal;

Relax and be open ™ Spend time meeting and interacting with friends and colleagues, looking for new experiences to calm your mind and relax, then your creativity will be maximized; Break the rules; Dare to commit and not afraid to take risks; Don't rely on someone

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SEO (Search Engine Optimization) & SEM (Search Engine Marketing): Google's algorithm is increasingly modemizing and the use of specific keywords becomes more important Therefore, SEO becomes an important skill that Digital Marketers need to have SEM includes: SEO and PPC Many people still confuse the concept of SEO and SEM, but in fact they are different SEO 1s a sub-branch of SEM If SEM is search engine marketing, then SEO is search engine optimization Simply put, when customers use search engines to query about products Both SEO & SEM not only help the marketer to push his content to the target audience, but also help narrow the customer database more

There are 8 steps to get the SEO strategy off the ground:

=" Step 1: Find keywords

Keywords research is as simple as picking a list of words and phrases relevant to your business Thus, thinking about which words are most likely to get people to do what you want them to do and focus on those words

= Step 2: Put keywords in the page title

The page title is one of the most important things that Google and other search engines evaluate to determine what is on a web page It’s what appears on top of your web page’s result in the search engine results pages (SERPs) Once you’ve chosen a keyword, it’s time to put it into action

= Step 3: Put keywords in the page URL

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Google and other search engines also use the text of the URL of the page

to determine the content of the web page So, you should use your keyword or phrase specifically in the slug

Permalink Structure

https://blog.hubspot.com/marketing/what-is-a-permalink

Step 4: Put keywords in your meta description

While metadata is not nearly as important as it used to be, it still counts Take advantage by putting your keyword or phrase there The description should be readable by a person and make sense, and the keyword metadata should focus on your keyword or phrase

Step 5: Put keywords in your H1 text

The H1 text is usually the title of an article or some larger bold text at the top of your page Google and other search engines can see this, and they put extra importance on the words in the H1 text which concludes your keyword or phrase

Step 6: Use keywords in the page’s content

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Using the target keywords in your content because doing that signals to search engines that the page is actually about the keyword and should show up in search results

Step 7: Build links to your website|

This is arguably one of the most important SEO steps you have to take The number and quality of links pointing to your website are quite important to Google and other search engines to evaluate your rank on different terms If people are linking to you, then that means your site offers authoritative, trustworthy inormation on a certain topic

Step 8: Monitor your rank

Last but not least, it’s time to check on the results from your efforts Give the search engines some time to do their thing (from a couple of weeks to a few months), and then keep checking your rank to see what happened and track your progress

Social Media Marketing (SMM): Social Media is growing day by day This is a big advantage for marketers as they can get the message across more easily to the right target audience Therefore, the skill of Social Media

is one of the essential skills that a digital marketer needs

There are 6 popular tools that a Digital Marketer use:

¢ Content Marketing: The heart of digital marketing is generating content that will pull a company’s target audience to the brand The aim should not only be to create high-quality content and SEO-friendly content, but also to understand the process of how to effectively get audiences to engage

3.3 Certificate

3.3.1 Digital Marketing Certificate from training institutions around the world

¢ Digital Marketing Pro DMI Certificate

Digital Marketing Institute (DMI) - the world leader in Digital Marketing training Specifically, 90% of members confirm that DMI courses have a positive impact on their careers, more than 190,000 current members are trusting and participating in DMI courses

Mônaai arketing = jwerican MARKETING AM> DIMI PRO

= Introduction to Digital Marketing

= Social Media Marketing

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= Paid Search using Google Ads

= Email Marketing

= Analytics with Google analytics

= Content Marketing

= Search Engine Optimization

= Display Ads and Video

= Study time: Flexible

¢ Digital Marketing Certificate OMCP

Online Marketing Certification Professional (OMCP), understood as the Digital Online Professional Certification This is a fairly advanced certification and is intended primarily for professionals with deep experience and knowledge in the field

of Digital Marketing

Currently more than 70,000 people have been trained according to the OMCP standards and about 900 Universities and Institutes around the world have decided to choose OMCP as the teaching standard

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= Search Engine Optimization

= Social Media Marketing

= Study time: flexible

¢ Certificate in Digital Marketing PCM

18

With a partnership between the American Marketing Association and the Digital Marketing Institute, the AMA allows only the completion of one Digital Marketing Pro course to be duly certified by the DMI and also the AMA Digital Marketing Certification - PCM and Digital Marketing Professional Certificate

AMA eLearning

The American Marketing Association

Ss honored to confer upon

Kevin Davis

Certificate in Digital Marketing

AMA Digital Marketing eLearning Program

AMERICAN MAMEETING Russ Klein

toc: CEO, American Marketing Association

In the Digital Marketing Expert course, we will gain knowledge about:

= Digital Strategy and Planning Search and Digital Channels

= Digital Selling

= Customer Experience

= Social Media

= eCommerce and Conversion Rate Optimization

= Project Planning and Creative Skills

= Leadership and Management

Course information:

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= Organization: American Marketing Association

= Study time: Self-study for 120 hours

3.3.2 Digital Marketing Certificates from Learning Platforms

In addition to studying online with experts at courses of world training organizations, you can also refer to some highly rated Digital Marketing certification courses on international learning platforms

© Google Digital Marketing Certificate

Google Digital Marketing certification is most highly appreciated by employers To get this certificate, you must complete the course Fundamentals of Digital Marketing by “big tycoon” Google This is one of the free courses chosen by many marketers today

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Google Digital Garage

SEM - Search Engine Marketing

SEO — Search Engine Optimization

" Level: co ban

= Tuition: no fee

= Study time: flexible

¢ Certificate in Digital Marketing Specialization Coursera

Coursera is known as a leading online learning platform for Higher education with over 70 million users Coursera possesses a huge knowledge base from basic to in-depth analysis in each stage of Marketing

The knowledge content of the course includes 7 single courses:

= Marketing in a Digital World

= Digital Marketing Analytics in Theory

= Digital Marketing Analytics in Practice

= Digital Media and Marketing Principles

= Digital Media and Marketing Strategies

= Marketing in an Analog World

= Digital Marketing Capstone

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Course information:

= Organization: Coursera

= Level: basic

= Tuition: no fee

= Course duration: 5 hours/week, lasting for 8 months

¢ Certificate in Digital Marketing Specialist SimpliLearn

Digital Marketing Specialist SimpliLearn reached the top 5 rankings of Digital Marketing courses conducted by Search Engine Journal - Digital Marketing Specialist course of SimpliLearn

Through the advanced knowledge system in 8 areas of Digital Marketing, being guided to use 30 digital marketing tools, experiencing many practical Digital Marketing projects

The course is divided into 7 lessons with different sub-contents:

=" Mastering SEO, Content Marketing, PPC and Digital Analytics

= Mastering Social Media, Mobile Marketing and Digital Strategy

= Advanced Web Analytics

= Advanced Search Engine Optimization

= Advanced Pay Per Click (PPC) Program

= Advanced Social Media

= Digital Marketing Capstone

Course information:

= Organization: SimpliLearn

= Basic qualifications

= Tuition: $1199

= Study time: Flexible

¢ Digital Marketing LinkedIn

LinkedIn is a social network used to access partners' profiles as well as update daily news and events related to many different fields Besides, Linkedin also has extremely useful courses in a variety of industries to help you improve your skills and knowledge One of them is the Become a Digital Marketing Specialist course with a Digital Marketing LinkedIn certificate

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fLEARNiNG

Certificate of Completion

Congratulations, Aakash Karki

Become a Digital Marketing Specialist

Learning Path completed on Jun 19, 2021 at 02:50AM UTC + hours 55 min

Top skills covered

Using the analytical skills tactics found in the Become a Digital Marketing Specialist course will help you create new opportunities for your business as a Digital Marketing specialist From SEO content, Content marketing, Google Ads to complete marketing planning, etc., it's all wrapped up in this course

The knowledge in the course promises to give you the most specific perspective

on the field of Digital Marketing

= Digital Marketing Foundations

= SEO Foundations

= Google Ads Essential Training

= Content Marketing Foundations

= Social Media Marketing Foundations

= Marketing on Facebook

= Marketing on Instagram

= Social Media Marketing: Strategy and Optimization

= Email and Newsletter Marketing Foundations

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= Introduction to Graphic Design

Course information:

= Organization: Linkedin

= Basic qualifications

= Tuition: Free

=" Certificate: Digital Marketing Specialist Certification

= Class time: Flexible, total class time is 18 hours

¢ Digital Marketing Hubspot Certificate

An equally famous certificate in terms of value in the field of Digital Marketing

is the Digital Marketing Hubspot certificate on the Hubspot platform

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Digital Marketing Certified

Pam Moses

HubSpt Academy

Specifically, the course will provide you with useful and practical knowledge including:

= Optimize your website through search engines

= Create an organic strategy to build and grow a following

= Create an advertising strategy to amplify your message to your target audience

Course infomation:

= Organization: Hubspot

= Basic qualifications

= Tuition: Free

= Certificate: Digital Marketing Certification

= Class time: Flexible, total class time is 4 hours

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3.3.3 Digital Marketing Certificate from International University

e eCornell Digital Marketing Certificate

Seeing that the world today has more and more appearances of marketing activities on digital platforms, Cornell University has built a Digital Marketing course with a Digital Marketing Certification

Cornell Gniversity

This is to certify that

~~

Cara Eve Ezer

has completed the certificate program in

= Understanding the Digital Marketing Landscape and the Customer Funnel

= Assessing Opportunities in Paid Digital Media

= Assessing Opportunities in Owned Digital Media

Course information:

= Organization: Cornell University

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Level: Co ban

Tuition: $3,600

Study time: flexible, from 3 to 5 hours per week

Duke in Digital Media and Marketing Certificate

Duke University has partnered with SimpliLearn to provide a curriculum for students with advanced knowledge in the eight most important areas of Digital Marketing The course also analyzes real-world projects or virtual simulations so their students get real-world experiences

The Digital Media and Marketing course includes the following lessons: Digital Marketing Certified Associate

Advanced Search Engine Optimization

Advanced Content Marketing Advanced Social Media

Advanced Mobile Marketing

Advanced Pay Per Click

Advanced Website Conversion Rate Optimization

Advanced Web Analytics

Advanced Email Marketing

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Course information:

= Organization: Duke University

= Level: Advanced

= Tuition: $5,995

= Study time: Flexible

e Harvard Digital Marketing Strategy Program Certification

The prestigious Digital Marketing Certificate from Harvard University — The Harvard Digital Marketing Strategy Program Certificate of the Digital Marketing Strategy course will give students the foundation of knowledge and skills to use the best digital marketing tools Guided by the school's leading professors and doctors, students will be more confident when entering the Digital Marketing industry

Catherine Kunst

HAS SUCCESSFULLY COMPLETED NEGOTIATION AND LEADERSHIP DECEMBER 4-6, 2017

Tif

fo 4

Robert H Mavokin Samuel Williston Professor of Law Chair, Program on Negotiation at Harvard Law School

= Customer personas and journeys

= Digital transformation and the impact on companies

= Storytelling for brands in a digital world

= The pros and cons of influencer marketing

= Social media strategies

= Search engine marketing (SEM): Organic Search and paid advertising Course information:

= Organization: Harvard University

= Level: Advanced

= Tuition: $3,195

= Class time: 8:30 AM — 4:30 PM lasting for 5 consecutive days

3.3.4 Digital Marketing Certificate Course in Vietnam

® Full-stack Digital Marketing course at FPT

FPT Skillking will provide students with all the skills needed for Digital Marketing From there, students will have a broader perspective and successfully implement activities related to digital marketing

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This is to Certify that

nas successfully completed the Full Stack Digital Marketing Program conducted

by NIT, powered by StackRoute during the period 28" Jan 2021 to 28” Apr 2021

and after due assessment & evaluation by the Academic Council of NIIT, is granted

the ttle StackRoute Certified Full Stack Digital Marketer as of 28" May 2021

ss

The course consists of 4 semesters, each semester is a specific route with different content:

= Social Media Executive

= SEO Executive

= Digital Marketing Executive

= Digital Marketing experts

Course information:

= Organization: FPT University

= Level: basic

= Duration of study: The program lasts 2 years

¢ Digital Marketing CDMP Course at PACE

PACE School of Marketing Management (under PACE Institute of Management) is DMI's exclusive partner to deploy international training programs In the field of Digital Marketing The most prominent is the Digital Marketing CDMP certificate at PACE

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