INDIVIDUAL ASSIGNMENT

Full name: Trần Thị Phương Trúc

Student ID: QS170020

Class: MK17D_MKT101

Teacher: Nguyễn Thị Thanh Bình

Course: Marketing Principles (MKT_101)

TOPIC: Trends of digital marketing strategies 2022 (post- Covid 19 period)

MY INDIVIDUAL ASSIGNMENT

Over the years, forms of marketing have also gradually changed to catch up with trends and fit the market.

Changing these marketing trends will help businesses grow more and have better business plans that will bring the

best results for businesses. It is for the sake of this change that businesses and units all try to understand and study

marketing trends carefully, and select the ones that are most suitable for businesses. and invest heavily in those

relevant trends with the great expectation that their marketing developments will soon yield the best results and that

they will attract more new customers to the business. Marketing is an essential component of any business

organization involved in creating, distributing and promoting products and services to consumers. Effective

marketing strategies require a thorough analysis of the marketing environment and the factors that influence it. This

essay seeks to discuss various aspects of marketing, including the marketing environment, marketing principles, and

digital marketing practices in the post-COVID period. The essay will also provide an illustrative example of how a

business can apply digital marketing to produce positive results. Finally, the essay will explore why customer

behavior has changed dramatically after the COVID-19 pandemic.

The Covid-19 epidemic has been causing negative effects not only in Vietnam but also in most countries

around the world. This prolonged epidemic has affected the economic growth (GDP) of the whole country. All
sectors such as industry and services fell sharply except for agriculture. For industry and construction, most of the

industries have declined due to social distancing, workers can't go to work, work is stagnant and slow. Moreover, the

service industry decreased at an unprecedented rate, especially the industries related to food, tourism and

accommodation services. Service companies still have to bear the heavy burden of monthly expenses. There are

small and medium enterprises that cannot survive but go bankrupt. Although other service industries were seriously

affected, there were still some health care sectors, social assistance activities increased very high due to the

strengthening of epidemic prevention and control work. Financial activities, social insurance, finance and banking,

communication activities as well as information activities also increased, mainly due to propaganda and epidemic

prevention. However, the agricultural sector increased slightly but remained difficult due to social distancing

affecting the production and harvesting of related products. So in summary, in the context of the covid-19 epidemic,

the biggest cause is social distancing for a long time. This has disrupted circulation and production lines; Next, the

supply of goods was forced to stop, human resources were not available, making businesses unable to complete

orders on time, leading to losses and bankruptcy.

The marketing environment refers to the various external factors that affect the marketing of a business. These

factors include economic, social, technological, political and legal factors. In which the economic factor is a very

important factor for the marketing activities of a business. The economic situation can affect customer spending and

thus the sales of the business. In addition, changes in price and competition can also affect the pricing strategy of the

business. Social factors that speak to changes in customer needs, preferences and trends can also affect the price

strategy of the business. influence the marketing activities of the business. For example, customer tastes and

preferences regarding food, fashion, technology, etc. may change over time, and businesses need to respond to this

new demand in order to stay competitive. The legal factor is a change in legal regulations and government policies

that can also affect a business's marketing. For example, consumer protection and advertising regulations can affect

a business's advertising strategy. Environmental factors are changes in the natural environment and issues related to

environmental protection can also affect the marketing activities of businesses. For example, requirements on

environmental protection and changes in green lifestyle can create new business opportunities for businesses. The

technology factor is the evolution of technology and digital trends that can also affect the marketing of a business.

For example, development Analysis of these factors is crucial in creating effective marketing strategies that can

adapt to the changing business environment.

company. It involves identifying the strengths, weaknesses, opportunities, and threats (SWOT) of a business. This

analysis helps businesses identify areas for improvement and potential opportunities that they can capitalize on. As

the COVID-19 pandemic has led to a significant shift in consumer behavior, with more people relying on online

shopping and digital services. This shift has created a huge opportunity for businesses to invest in digital marketing

strategies. With people spending more time online, businesses can leverage digital platforms to reach a wider

audience and increase their sales.

To produce positive results in marketing, businesses need to apply the principles of the marketing mix, which

consists of four components: product, price, place, and promotion. Where, product refers to the goods and services

that a business offers to its customers. To produce positive results, businesses need to ensure that their products meet

the needs and preferences of their target audience. This can be achieved by conducting market research and

developing innovative, high quality and affordable products. Price refers to the amount a customer has to pay for a

product or service. To produce positive results, businesses need to set prices that are competitive and appealing to

their target audience. This can be achieved by conducting market research to determine the price customers are

willing to pay and setting a price that is favorable to the business. Location refers to the distribution channels that

businesses use to get their products and services to customers. To produce positive results, businesses need to ensure

that their products are available to their target audience through convenient and accessible channels. This can be

achieved by using online platforms, physical stores, and other distribution channels that are convenient for the target

audience. Promotion refers to various marketing activities that businesses use to promote their products and services.

To produce positive results, businesses need to use effective promotion strategies in reaching their target audience.

This can be achieved using social media platforms, email marketing, search engine optimization and other digital

marketing strategies.

The COVID-19 pandemic has led to a significant shift in consumer behavior, as more and more people rely on

digital platforms for shopping, entertainment and communication. To capitalize on this change, businesses need to

invest in digital marketing activities that are effective in reaching their target audience. Some digital marketing

activities that businesses can use in the post-COVID period include: Social media marketing on social media

platforms like Facebook, Twitter, and Instagram is very popular among consumers of all ages. Businesses can use
these platforms to promote their products and services, interact with customers, and build brand awareness. Also,

engine optimization (SEO) is a digital marketing strategy that involves optimizing a website's content to rank higher

in search engine results pages (SERPs). By optimizing their website content, businesses can increase their visibility

online and drive more organic traffic to their website. More than that, email marketing involves sending promotional

messages to customers and potential customers via email. Businesses can use email marketing to build relationships

with customers, promote their products and services, and increase sales. Finally, content marketing involves creating

and sharing valuable content with the aim of attracting and retaining customers. By creating relevant and

informative high-quality content, businesses can establish themselves as thought leaders in their industry and build

trust with their target audience.

To illustrate how a business can apply digital marketing to produce positive results, let's consider the case of a

small online fashion retailer. Retailer specializing in the sale of unique and trendy clothing for women aged 18-35.

The online fashion retailer conducts market research to identify the latest fashion trends and develop unique and

affordable products. They offer a wide range of products, including dresses, tops, jeans and accessories. Online

fashion retailers set competitive prices and appeal to their target audience. They offer regular discounts and

promotions to encourage customers to purchase. The online fashion retailer uses a website and social media

platforms to sell their products. They offer free shipping and easy returns to provide a convenient shopping

experience for their customers. Online fashion retailers use social media platforms, email marketing and search

engine optimization to promote their products. They partner with influencers to reach a wider audience and build

brand awareness. The online fashion retailer's digital marketing strategies have helped them increase sales and

attract customers. They have been able to establish themselves as a well-known and reputable online fashion retailer,

attracting a loyal following. The COVID-19 pandemic has resulted in a significant shift in consumer behavior due to

a variety of reasons such as lockdowns and restrictions, social distancing, and increased teleworking. Consumers are

spending more time online, shopping and socializing digitally. This shift has created a new normal for many

consumers, and businesses need to adjust their marketing strategies to respond to changing consumer behavior.

Effective marketing strategies require a thorough analysis of the marketing environment and the factors that

influence it. By applying the principles of the marketing mix and investing in digital marketing activities, businesses

can produce positive results and reach a wider audience. The COVID-19 pandemic has created a significant shift in
consumer behavior, and businesses need to adjust their marketing strategies to meet the changing needs and

preferences of their target audience. .