English for specific purposes 1 topic sales in the digital age

Multichannel Engagement: Sales teams can now engage with customers through various digital channels, including social media, email, and video calls, enhancing customer interaction and s

THUONG MAT UNIVERSITY FACULTY OF MARKETING

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ENGLISH FOR SPECIFIC PURPOSES 1

TOPIC:

Sales in the Digital age

Group: 6 Class section: 241 ENTI1011_62 Mentor lecturer: Bui Thi Thu Trang

Ha Noi, 2024

0

MEMBER RATING TABLE

level 19_ | Hồng Thị Diệu Hương I3

20_ | Vũ Thị Hường IIL2

21 | Hồng Thị Ngọc Lê IL4

22_ | Nguyên Thị Ngọc Lê I+H1

24 | Nguyên Ngọc Phương Lĩnh 11.5 + TI

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1 Evolution of sales in the digital age ccc ccc Q2 1 1111111121 11111211111111101 111111 11110111 2 1 xkg 4

2 Key diegttal sales channels G11 921221 110110151112 011111 11111511101 111 11 1 HH HH HH kg 4 2.1 Soclal Medla nh HH nà Hà TH Hà KH Hà TH TH HH TH HT Hy kh 4 2.2 Search Engine Marketing (SEM]|) - L1 n1 11 1111151101115 1111011 811115 H 3k Hàn ưu 5

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3.1 Personalization in sales

3.2 Customer relationship management (CRM)

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5 Puture trends im digttal saÏ€s (L1 1212111121 101515111111111 101511 011 1111 HH kg củ 16 5.1 Artificial mntelligence (AÌ) - L1 1 c1 11 11 11111111101 101212111 01111111 11111101111 k kg 16 5.2 Augmented reality (AR) and vtrtual reality (VR) L1 1n HH HH kg 17 5.3 Voice search and natural language DTOC€SSINE ĩ2 2 1 21v v9 3 H1 n1 kg 18 Ill Conclusion

I Introduction

The digital age, also known as the information age, commenced in the mid-20th century, marking a rapid transition from traditional industries to an information technology-centered economy During this period, information is predominantly in digital form, and computer-based activities have become pervasive

The digital age has completely transformed the way sales are conducted, providing new opportunities while also posing numerous challenges for businesses From using customer data to personalize sales strategies to expanding markets through online platforms, the growth of digital technology is reshaping the entire sales industry

¢ Positive impacts:

Enhanced customer insights: Digital tools and analytics provide sales teams with detailed customer data, enabling more personalized and effective sales strategies

Increased efficiency: Automation of routine tasks, such as data entry and follow-ups, allows salespeople to focus on building relationships and closing deals

Broader reach: Digital platforms enable businesses to reach a global audience, expanding their market potential

Multichannel Engagement: Sales teams can now engage with customers through various digital channels, including social media, email, and video calls, enhancing customer interaction and satisfaction

® Challenges:

Adaptation to new technologies: Sales teams need to continuously adapt to new digital tools and platforms, which can be time-consuming and require ongoing training

Maintaining personal connections: While digital mteractions are convenient, they can sometimes lack the personal touch of face-to-face meetings, which are crucial for building trust and rapport

Data privacy concerns: The use of customer data for sales strategies raises privacy issues and requires strict compliance with data protection regulations Increased competition: The ease of setting up digital sales channels has increased competitions, making it harder for businesses to stand out

Overall, the digital age has revolutionized sales, making it more data-driven and efficient, but it also requires sales teams to be agile and continuously adapt to new technologies The digital age has significantly transformed the sales landscape, requiring new strategies and approaches to succeed, as businesses must leverage technology to enhance customer experiences, analyze data for informed decision- making, and navigate the complexities of an increasingly competitive marketplace

II Content

1 Evolution of sales in the digital age

The evolution of sales im the digital age marks a significant departure from traditional sales methods to more dynamic digital strategies In the past, sales were primarily conducted through face-to-face interactions, telephone calls, and in-person meetings, relying heavily on personal relationships and local networks However, the rise of digital technologies has transformed this landscape One of the most notable shifts has been the emergence of e-commerce and online marketplaces, enabling businesses to sell products globally without the constraints of physical locations Platforms like Amazon, eBay, and Shopify have made it easier for both small businesses and large corporations to reach a wider audience, streamline transactions, and reduce overhead costs

Additionally, social media has become a powerful tool in the sales arsenal Platforms such as Facebook, Instagram, and LinkedIn allow businesses to engage with customers directly, promote products, and foster community around brands The ability to leverage targeted advertising and analyze user engagement provides businesses with insights into customer preferences and behaviors, leading to more effective sales strategies For example, fashion brands like Nike use Instagram not only to showcase products but also to engage followers through interactive polls, hashtags, and influencer collaborations In the B2B space, LinkedIn 1s widely used by companies to connect with decision-makers and share industry insights, building relationships and facilitating sales

Moreover, the rise of content marketing has significantly impacted sales processes Businesses now create valuable, relevant content to attract and engage customers, rather than relying solely on traditional advertising methods This shift not only builds brand awareness but also establishes trust and authority in the market Through blogs, videos, and social media posts, companies can educate potential customers, address their pain points, and guide them through the sales funnel Specifically, HubSpot has built trust and authority by offering free educational content through blogs, eBooks, and webinars, subtly promoting its products while attracting potential customers

In summary, the digital age has introduced new methodologies and tools that have revolutionized sales, emphasizing the need for businesses to adapt to these changes to remain competitive in the marketplace

2 Key digital sales channels

2.1 Social Media

Social media is a collection of online platforms that allow people to connect, interact, and share information It provides users with a space to build relationships, follow trends, and participate in discussions

Popular Social Media Platforms for Digital Sales:

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- Facebook 1s a powerful tool for digital sales, providing businesses with many features and capabilities to reach customers, build brand awareness, and drive conversions Facebook is the most used social media platform worldwide, with 2.93 billion users worldwide With a large number of users, it helps businesses reach a large number of potential customers Facebook also facilitates interaction between businesses and customers through comments, messages, and other features Facebook's advertising tools allow businesses to target specific customers based on interests, behavior, and demographics In addition, Facebook also provides detailed analysis tools to help you evaluate the effectiveness of advertising campaigns and optimize them

- In 2022, TikTok announced a new feature called 7ikTok Shop, which allows users to open e-commerce on the main interface of their TikTok account TikTok quickly became a global phenomenon, not only a place for entertainment but also a powerful tool for sales activities With a young and highly engaged user base, TikTok offers new opportunities for businesses that want to reach customers creatively and effectively TikTok is famous for setting and following trends, making it the ideal platform for viral marketing and product discovery campaigns TikTok users focus mainly on short, interesting, and creative videos They often search for new trends, fashion products, beauty products, or household items through this platform With the increasing popularity of TikTok, expanding business through TikTok Shop not only helps businesses reach a large number of target customers but also creates opportunities to reach a larger group of potential customers in the future TikTok Shop is a great place for businesses to promote their business products

as well as build their effective brand which businesses should not ignore

- Instagram is the world's number 1 photo-sharing social network, with the 3rd largest number of users in Vietnam after Facebook and YouTube Instagram has always been an online business market that attracts the attention of countless businesses Businesses doing business on Instagram do not have to fill in complicated product information and do not necessarily have to run ads regularly, but they can still reach a large number of Instagram users if they grasp the secret All interactions on Instagram come from real accounts That proves they need to buy the product or have a positive feeling about the store Therefore, the conversion rate into orders will be optimal Instagram does not allow users to save images and videos from any other account for maximum copyright protection for that host account Therefore, the store's competitors cannot copy the content, affecting the reputation of the genuine store Through the above benefits, businesses need to have an Instagram account to do business 1n the digital age

- Other effective platforms for digital sales include Twitter, LinkedIn, and Pinterest

Social media brings great benefits to businesses It helps businesses interact directly with target customers and potential customers Through communication channels, businesses can directly reach customers and listen to their needs and

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opinions From there, businesses can improve with specific, appropriate measures without spending too much money Social media provides businesses! products/services to customers quickly Customers can easily access product/service and brand information anytime, anywhere

2.2 Search Engine Marketing (SEM)

Search engine marketing (SEM) encompasses various online marketing strategies to enhance a website's visibility on search engines such as Google, Bing, and Yahoo

Components of SEM:

* Search Engine Optimization (SEO) 1s a method that helps you increase rankings through how you build your website structure, how you edit and put content on your website, and how you connect pages on your website SEO often involves improving website structure, navigation, and content quality, leading to a better user experience A well-optimized website encourages visitors to stay longer and explore more, increasing the likelihood of conversion SEO helps a business's website appear higher in search results for relevant keywords, making it more visible to potential customers When a business's website has good traffic, the product's brand value increases, making many customers trust it, which will help the business get more orders From there, businesses will increase sales and the ability to compete with other competitors

¢ Pay-per-click ads (PPC) is a form of online advertising in which advertisers do not pay for views and only pay when users click on their affiliate ads The higher the bid price for a click, the higher the business will be listed on search engines The interface of PPC management pages is very easy to use, so for businesses, this is a simple and fast means Just one keyword that matches what the user is searching for means the business has hit the right customer target Furthermore, search engines allow businesses to track their own PPC ads Businesses can track the number of keywords used to search and the number of times users click on the business's ads Businesses can even track how many people buy their products after seeing that ad

2.3 Email Marketing

Email Marketing is a tool for establishing and maintaining relationships with customers through email communication It involves sending emails and electronic catalogs to existing and potential customers, gathering feedback, and promoting products and services Email addresses of potential and current customers may be collected or purchased There are many methods used, but there are typically three main types of emails:

« Email-Sales: This is the email most companies use to introduce products and call for purchases Businesses use it as an online sales tool to increase revenue

or reach potential customers

« Email conveys news: This is a type of email used to keep in touch with customers and help businesses build strong relationships with customers These emails often carry information about newly launched products, discounts, promotions, and ongoing special events

¢ Customer care email: is being applied by many businesses because of the practical benefits it brings This type of email helps businesses with customer care services, and at the same time, businesses will receive the most honest and quickest responses

Using email marketing in digital sales will help bustnesses quickly reach each customer segment, sending appropriate emails to each customer Email marketing also helps businesses save time in sending mail, being able to send multiple emails to multiple addresses in one go In addition, using email marketing effectively, businesses can strengthen customer relations and boost sales

3 Digital sales strategies

3.1 Personalization in sales

Personalization in sales 1s an activity in which businesses deliver messages and content based on information collected from customer behavior and characteristics Through this strategy, businesses can effectively enhance customer experience and increase conversion rates

Especially in the digital age when imformation explosion is increasing, customers have more and more choices and higher demands on shopping experiences

To stand out from the crowd and increase conversion rates, personalization has become an indispensable strategy in sales The two core activities of effective personalization are customer research and designing appropriate promotional content 3.1.1 Customer Research

Customer research is the first and most important step in the personalization process By collecting and analyzing customer data, businesses can build a true picture

of their behavior, preferences, needs, and pain points

« Customer research includes a series of actions in order:

Define goals — collect customer data — analyze data —> analyze customers

Define goals

v

collect customer data

v

analyze data

\

analyze customers

- Define goals: The first and most important step in the customer data analysis process is to clearly define the goals that the business wants to achieve This goal will guide the entire analysis process, from data collection to making business decisions

- Collect customer data: After defining goals, the next step is to collect data Data can be collected from a variety of sources, including internal data (purchase history, customer information, website data) and external data (surveys, social media, market data) Choosing the right data source will depend

on the goals set Common data collection methods include surveys, interviews, website data analysis, and the use of customer behavior tracking tools

- Analyze data: This step 1s to convert raw data into meaningful information Data analysis methods include descriptive analysis (calculating statistical indicators such as mean, standard deviation), correlation analysis (evaluating the relationship between variables), regression analysis (predicting the value of

a variable based on other variables), and cluster analysis (dividing data into groups with similar characteristics) Choosing the appropriate analysis method will depend on the type of data and the analysis goal Popular data analysis support tools include Excel, Google Analytics, Tableau, Power BI

- Analyze customers.: This 1s the final step in the customer data analysis process The goal of this step is to better understand customers and build detailed customer profiles Through data analysis, businesses can divide customers into smaller groups based on common characteristics such as demographics, behavior, and psychology Customer segmentation helps businesses develop marketing strategies suitable for each customer group, thereby increasing the effectiveness of marketing activities and improving customer experience

Data analytics gives businesses insight into their customers, thereby helping to optimize business operations Through data analytics, businesses can clearly identify different customer segments, each with its own characteristics, needs, and behaviors This helps businesses create more targeted and effective marketing campaigns In

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addition, customer journey analysis helps businesses better understand the customer's purchasing decision-making process, thereby identifying important touchpoints and improving the customer experience Finally, by analyzing historical data, businesses can predict future customer needs, make appropriate product suggestions, and increase conversion rates

3.1.2 Design appropriate promotional content:

After understanding customers, businesses need to design appropriate promotional content to attract and retain them Promotions are not just discounts but must also bring real value to customers Types of promotions that businesses often use are:

¢ Behavioral promotions: This type of promotion 1s built on the history of customers’ interactions with the business By analyzing data on shopping behavior, transaction frequency, and other interactions, businesses can offer appropriate and personalized promotions For example: discounts for loyal customers, birthday gifts, or providing reward points programs This type of promotion not only helps increase customer loyalty but also encourages them to shop more often

¢ Interest-based promotions: \nterest-based promotions are personalized based

on the interests and concerns of each customer By analyzing data about the products that customers have viewed, purchased, or searched for, businesses can send promotions related to the products that customers are interested in For example, if a customer frequently buys business books, businesses can send emails introducing new books on this topic or related courses This type of promotion increases the likelihood of conversion and creates a more personalized shopping experience for customers

¢ Occasional Promotions: Occasional promotions are promotions held on holidays, New Year or special events This is an effective way to attract customers and create excitement For example, special discounts on Black Friday, gift gtving on New Year, or organizing seasonal promotional events This type of promotion helps businesses increase revenue and strengthen the brand image in the minds of customers

To deliver incentives to customers, businesses will use digital tools such as: Email marketing, SMS marketing, Marketing on social networks by sending messages to notify about the latest incentives or creating targeted ads and interactive posts

The role of designing incentive content that 1s suitable for customers for businesses includes:

o Increase interaction and engagement

o Encourage purchases

o Build customer loyalty

3.2 Customer relationship management (CRM)

Customer relationship management is an approach that helps businesses improve existing customer relationships and gain new customers faster In the digital age, customers have more and more channels to interact with businesses Effective customer relationship management (CRM) is more important than ever To build a sustainable relationship with customers, businesses need to focus on two main factors: tracking customer interactions and improving customer satisfaction

Customer management includes 2 main activities: Tracking customer interactions and Improving customer satisfaction

3.2.1 Tracking customer interactions

Tracking customer interactions is the first and most important step in building lasting relationships By collecting and analyzing data from different interaction channels, businesses can better understand customer behavior, preferences, and needs

¢ Businesses collect data from customers through platforms such as:

o Social networks: Facebook, Instagram, Twitter, LinkedIn, are channels where customers often share opinions and feedback about products and services

© Website/Application: Customer actions on the website such as searching, viewing products, ordering, and chatting online are all valuable data sources

o Email: Email open rates, link clicks, and unsubscribes help businesses evaluate the effectiveness of email marketing campaigns

o Phone: Incoming and outgoing calls provide detailed information about the problems customers are facing

¢ The role of customer interaction tracking for businesses:

Understand customer behavior Improve customer experience Increase customer loyalty Optimize business operations

Personalized marketing campaigns have helped many businesses grow their sales rapidly and take their brands global And one of the most famous examples of personalized marketing campaigns 1s Coca-Cola's Share a Coke campaign The Share a Coke campaign remains a memorable part of Coca Cola's brand journey to this day, and is one of the most notable examples of personalized marketing To spread support and love for the brand, Coca Cola replaced the soft drink logo with consumers’ names, encouraging people to share with friends and spread the brand's message using the hashtag #shareacoke This campaign taught us that personalization can not only be engaging and effective, but it can also be shaed with a wide audience