Exploring digital marketing strategies in small-sized enterprises in Vietnam

Khanh Thi Ngoc Nguyen and Ngoc Thi Nhu Truong
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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

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2024, vol. 14, issue 4, 112-128

Abstract: 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.

Keywords: digital marketing strategies; small-sized enterprises; Vietnam (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:14:y:2024:i:4:p:112-128

DOI: 10.46223/HCMCOUJS.econ.en.14.4.2742.2024

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