Exploring digital marketing strategies in small-sized enterprises in Vietnam

  • Khanh Thi Ngoc Nguyen
  • Ngoc Thi Nhu Truong

Tóm tắt

Digital Marketing Strategies (DMSs) play a crucial role in determining the success of an enterprise. However, little research has been conducted on digital marketing strategies for small-sized enterprises in Vietnam. Thus, using a case-study design, the study explores marketing employees’ perceptions of digital marketing strategies at a small-sized enterprise, Tan Viet Phap Development Trading Production Joint Stock Company. Four employees (two females and two males) were invited to participate in the in-depth interview. The findings show that the most effective digital marketing strategy is online PR. The participants expressed positive attitudes toward digital marketing strategies and pointed out some challenges related to these strategies. They suggested that the company should emphasize the importance of customers and planning when implementing digital marketing strategies. The study has practical implications for small-sized businesses to profit from available digital marketing strategies and consider important marketing factors to enhance their company’s publicity and brand.

Tác giả

Khanh Thi Ngoc Nguyen

Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam

Ngoc Thi Nhu Truong

Ho Chi Minh City University of Industry and Trade, Ho Chi Minh City, Vietnam

điểm /   đánh giá
Phát hành ngày
2025-01-11
Chuyên mục
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