Evaluating the effectiveness of digital marketing activities of dang khoa construction project at asia company

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION INTERNSHIP REPORT Major: Marketing EVALUATING THE EFFECTIVENESS OF DIGITAL

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

INTERNSHIP REPORT

Major: Marketing

EVALUATING THE EFFECTIVENESS OF DIGITAL MARKETING ACTIVITIES OF DANG KHOA

CONSTRUCTION PROJECT AT ASIA COMPANY

Student’s name: Nguyén Thi Mai Lan

ID Number: 20DH481592 Class: KM2003 Course: 2020

HCMC, 9/2023

TABLE OE CONTENTS

50.2.0211 5 CHAPTERI: COMPANY OVERVIEW .cccccccccscesssscseesseseesenseeseseessesecssesseessesseesseeseeseeenees 1 INROovii 0i 900 iGGiiiitdiả 1 1.2.Development Proc€§s c1 1021112122111 151 1151251110111 5111811101 k 1H11 HH ru 1

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1.5.2.Mam servIces of ASÍA L1 11111121 12111111111 1111011 111011 1111111111 k H1 KH 4 1.5.3.Partners ofASIA (MAX EU COMPANY) L 0011 1211212171118 2 112111 Hx re 5

IS) 00-092 /-i00)0ì.iaŸỶÝ 7

CHAPTER 2: ACTIVITIES OF QUAN TRI ASIA CLEVER JOINT STOCK COMPANY .8

2.1 Marketing ASIA according to STP (Segmentation, Targeting, PoIsoning) 8

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PA sa jc To 6 na 9 PP 8 e ẢÝŸÃỶÝỀẼŸỶÝẼŸỶÝÝẼŸỶÝ 9 2.2.2 Search Engine Marketing c2 22112111121 11211 1111111111551 1 115111111 ng vkt 10 2.2.3 5oc1aÏ medlia c cc L1 1121111 1211211111111 11111111111 111 111111 11H HH ng ykg 10 2.3 Current Status of Marketing Online Dang Khoa Construction - s2: 10 2.3.1 Marketing Online Štraf€Øy L1 n1 2 212 1111111 120111111 11H xe 10 2.4 Tools Used in Online Marketing Strategy for Dang Khoa Construction Project ll 2.4.1 Soclal Network Facebook ác tt c1 vn 1H11 1111111111101 1111 111 H1 1k1 KH II 2.4.2 Website design for Dang Khoa Consfrucfion - - c2 122122 xnxx 13 2.5 Evaluating the Effectiveness of Digital Marketing Tools ¿s-cccccccccxs+c se 15 2.5.1 Soclal network Facebook - ccceceecceceeeescccccessesseveenssscecesssesersettsseeessnees 15

2.5.2 .,/ cece cece cccceeccccccnsnsssececeesesecensnsssecesseseeseccusnssseceesessseceescecceseeseesenees 15 CHAPTER 3: SOME SUGGESTIONS AND RECOMMENDATIONS ON ACTIVITIES DIGITAL MARKETING ACTIVITY OF THE DANG KHOA CONSTRUCTION PROJECT ooo ẢŸỶÝÝ 16 3.1 LImitations - Reasons — ŠỌUtIO18 ác c1 21 20112112111 111212111101 1101 1011111101111 1xx 16

LIST OF TABLES AND FIGURES Table 1.1 Competitors

Table 1.2 The company's business results

Table 2.1 The Company's segmentation

Figure 1.1 Logo

Figure 2.1 Facebook of Dang Khoa Construction

Figure 2.2 One of the updated articles on Fanpage

Figure 2.3 Website xaynhadepdangkhoa.com

Equation 1.1 Development process

Equation 1.2 Structure of the Company

Equation 2.1 Forms of online marketing are ranked according to user recognition

ABSTRACT Quan Tri Asia Clever Joint Stock Company (ASIA) specializes in brand communication and consulting digital marketing solutions Since its establishment, thanks to the founder's experience and a team of young, enthusiastic, and creative collaborators, the company has built a reputation in the market, consulting on brand development and organizational strategy Successfully organized many events for large companies and corporations in the Vietnam market However, the problem of communication and implementation of marketing strategies 1s really a limited problem of the company, digital marketing tools have not been fully utilized in the field of brand communication and marketing, making people users have difficulty finding company information In today's rapidly developing information technology era, the use of digital marketing is a potential treasure that needs to be utilized and nurtured by businesses to bring about high efficiency Thanks to the knowledge acquired

at school and accumulated during my studies, I built the topic "Evaluating the effectiveness

of digital marketing activities of Dang Khoa Construction project at ASIA Company”, through the topic In this article, I will give an overview of the current state of digital marketing in our country's project activities and provide solutions and recommendations to help overcome digital marketing activities for the Dang Khoa Construction project at Quan Tri Asia Smart Joint Stock Company

CHAPTER1: COMPANY OVERVIEW

"Commercial bridge - future development"

The business has eared the hearts of clients in Ho Chi Minh City as well as in all of the country's provinces and cities with a committed, considerate, and cheap service style for all clients, regardless of their size

The business promotes creating enduring, dependable connections with its clients With the help of the after-sale warranty, the customer's system is always made to function as effectively as possible while also being able to accommodate future development demands

Crise Manager

Equation 1.2 Structure of the Company

1.3.1 Sales - Marketing Department

Learn about the company's products and services and discover new consumers: meet or phone to introduce customers to products and services, collect consulting requirements, and assist clients in maintaining access to the company's services

Prices are quoted and negotiated, sales contracts are negotiated, payment arrangements are negotiated, and items are delivered

Develop and maintain contacts with media agencies

Based on the poll findings, evaluate the media Maintain the website and update it with

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Create and polish project strategy presentations for client negotiations Participate in concept development with the design department: Analyze, analyze, and communicate with coworkers to develop the best solutions and ideas Assist colleagues and management in monitoring and reporting project progress Avoid mistakes or delays

1.4 Industry of the company

1.4.1 Business areas

ASIA is a marketing company specializing in digital marketing to help organizations and businesses develop marketing strategies that meet the needs of the digital age ASIA can advise or design digital marketing strategies according to the requirements and actual conditions of business customers, copywriting, graphic design, The main job is how to combine skillfully thinking and thinking creatively with high performance in digital marketing

1.4.2 Main services of ASIA

FACEBOOK ADVERTISING: With global coverage, Facebook Ads is an indispensable Digital Marketing service ASIA directly produces and manages content for businesses on this platform to help create interaction and attract followers

GOOGLE ADVERTISING: Branding: Reach users anywhere - anytime - when they need your business most to build brand awareness with rich content (Text, banner, video) and targeting capabilities Google Ads smart goal Attract customers: Increase website visits to consult product and service information, find the nearest store, or register for consulting information

YOUTUBE ADVERTISING ASIA also goes deep into the YouTube platform - where more than 5 billion videos are watched every day As a result, the ability of businesses to reach customers is ideal This helps to save costs effectively and can market services/products through TrueView Video Ads and Bumper Video Ads

TIKTOK ADVERTISING: ASIA helps businesses produce, manage content, and publish on TikTok Not only ensures following the new trend, but the service also orients the products

of the business This has resulted in increased engagement, tracking, and explosive reactions

On the other hand, ASIA also runs promotions and ads on TikTok based on age, interests, and consumer behavior

WEBSITE DESIGN AND CARE: Digital Marketing is about directing customers to where conversions take place That is the business/company website optimized for SEO by ASIA

As aresult, the brand both promotes and gives customers the best experience

APP DESIGN: App Design aka mobile App design This is the process of building and creating high-tech mobile applications for effective communication and business Creating a quality mobile App requires highly specialized programming techniques, knowing many different programming languages to write App Mobile, and operating systems for mobile applications such as Android, IOS, and Windows phones

1.4.3 Partners of ASIA (MAX EU COMPANY)

ASIA Company has implemented a website for Smart Furniture customers, creating opportunities for businesses and investors to have a reliable address to introduce projects and share information about the business (Website: maxeu.vn)

Marketing Objectives

Increase website traffic by 2000 views within the first 3 months

Increased revenue from selling ad placements

Determine the tools required

Email marketing, open letters, faxes, mobile marketing, SEO, social media, and so on Implement marketing methods to guarantee that clients are drawn to the website, hence enhancing the site's rating on search engines

To enhance the amount of search on Google, update the articles offered on the website and generate keywords

most recognized and

quality Digital Marketing

firms, trusted by many

large and small

enterprises To be more

specific, The7 is one of

the few Performance

Marketing firms with a

systematic workflow and

GYB SEO provides diverse services such as Website design solutions, SEO Content writing, and overall, SEO GYB SEO owns a team of

Mia Agency is one of the Digital Marketing Agency companies currently referencing The agency specializes in providing communication solutions on an Online Marketing platform Having experience in implementing projects for companies/enterprises in all fields, Mia Agency offers a variety of service packages to meet all the needs of customers

This Digital Marketing Agency company always invests in creating eye-catching and unpressive images and videos Moreover, Mia Agency also takes

experienced and highly full advantage of online

technicians and staff Digital platform, giving customers

Table 1.2 The company's business results

From the business results table, Quan Tri Asia Clever Jomt Stock Company is gradually expanding the business scale of the company In 2020, with the current situation that Vietnam's economy is in crisis, it will face many challenges due to the stressful epidemic situation Economic and other activities are affected, so the company's revenue and profit are not much, just enough to maintain the company's operation

In the coming year, revenue will reach VND 1,000,071,609 and profit of VND 575,580,000 has increased compared to 2021 The company's revenue has increased significantly, in net profit has doubled year-on-year 2021, this is good news given the volatile economy

In 2022, profit increased significantly compared to 2021 Profit after tax increased more than

9 times compared to 2010 This is a strong change and development in the company's business situation This is a welcome result and an optimistic sign that we can expect the business will achieve many other successes in the future

CHAPTER 2: ACTIVITIES OF QUAN TRI ASIA CLEVER JOINT STOCK

Businesses and New businesses and | Businesses that do not | Vietnam, focusing

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have their own marketing department

or need assistance implementing some tools in online advertising on social networking platforms

on Ho Chi Minh City and neighboring provinces

2.1.2 Targeting

Table 2.1 The Company's segmentation

ASIA is an agency company specializing in consulting and providing marketing solutions and services for businesses All aim to help partners develop brands and promote product communication activities At the same time, it brings consumers closer to quality services 2.1.3 Positioning

Brand & Market Share Positioning: ASIA was born in 2018 With strengths in building and developing e-commerce networks for businesses, ASIA provides businesses with total marketing solutions that may include appropriate services and values

2.2 Services of ASIA

2.2.1 Website Design

The first and most important thing in digital marketing is that businesses need to have a website (website) A professionally designed and optimized website will be more convenient and easier to develop in the SEO (Search Engine Optimization) process

The website is an indispensable form of business promotion, the face of a business on the Internet Customers and visitors can easily access information from this website

The process of building a website:

2.2.2 Search Engine Marketing

Search Engine Marketing (SEM) is reaching customers through search engines on the Internet (or Mobile Phones) The purpose of SEM 1s to direct customers to your website Popular search sites in Vietnam: Google, Yahoo! Search, Bing However, in Vietnam, Google accounts for 80% of the search market, so most when talking about SEM or SEO, it means talking about Google

2.2.3 Social media

Social media is about conveying information to customers through information channels and content created by customers themselves

Tools of social media:

Social profiles: Facebook, YouTube, TikTok, Zalo

Increase the effectiveness of word-of-mouth marketing

2.3 Current Status of Marketing Online Dang Khoa Construction

2.3.1 Marketing Online Strategy

Based on the visitor data table and the Dang Khoa Construction website, show the level of awareness of people about Dang Khoa Construction through the following forms: Social

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