1

Table of content

Introduction.......................................................................................................................3

Major findings....................................................................................................................4

Conclusion.......................................................................................................................23

Reference.........................................................................................................................24

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 Introduction

Under the influence of the digital economy, Grab benefits from its ability to establish and connect a
network of consumers and drivers. The report aims to find out how the digital marketing campaign
helps Grab recover from Covid 19.

3
 Major findings

I. Digital environment

1. Digital marketing 

1.1. Definition

Importance of Digital Marketing by Sinha. R, 2018

According to Sinha. R (2018), digital Marketing is a smaller segment of Marketing, leaning towards
business and Information Technology, using the Internet as a medium for marketing activities and
information exchange. Customers interact with social networks through Digital Devices including
smartphones, computers,... Customers using these devices access Digital Platforms such as
Facebook, Google, LinkedIn. In addition to reaching more and attracting customers, marketers use
Digital Media such as promotional emails, media, websites and messages on mobile.

1.2. Digital landscape in Vietnam 

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In Vietnam, there are 68.72 millions people using the internet among 98,405,539 citizens
(danso.org, 2021). In particular, the age group that makes up the most is the age group from 16-64
years old and is also the age that spends the most time online, accounting for nearly 7 hours per day.
It is a potential opportunity for digital marketing to continue to thrive. To the report, the most used
internet access devices by users are smartphones accounted for according to 94.3% among internet
users (We are Social and Hootsuite, 2021).

In terms of digital devices, the preference for smartphones in the 16-64 age group accounts for
96.9%, regardless of phone brand, iOS or Android operating system, and ranked second is laptop /
device type. PCs accounted for 66.1%. These are indeed two impressive numbers when it comes to
the types of electronic devices that are used a lot in Vietnam. Meanwhile, other types of devices
such as tablets, smartwatches only accounted for 31.9 and 25.1%, not very significant compared to
smartphones and laptops/PCs.

Marketing in digital environment in Vietnam

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Their favorite social sites are Youtube and Facebook, accounting for 92% and 91.7% of the total
number of users aged 16 - 64 years who go online the most, respectively. The two platforms account
for approximately the same number of users. Meanwhile, Zalo, messenger, tik tok and instagram
also account for optimistic results in the rankings (We are Social and Hootsuite, 2021).

Ride-hailing landscape in Vietnam

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According to statistics, up to 5.38 millions people use the car booking service, showing that Vietnam
is still an ideal market for ride-hailing to develop, and Grab is the most prestigious company among
the companies. Although the Covid pandemic has caused difficulties for the company, with the help
of Digital Marketing, the company will have a way to restore its status.

1.3. Offline and Online Marketing

The biggest difference between traditional marketing and digital one is that there is no digital factor
involved in traditional marketing. Traditional marketing appear sooner than digital one, từ xưa đến
nay traditional marketing include activities carried out through television, newspaper, magazine,
poster,.. Digital marketing includes  social media, website, SEO, SEM, apps,.. Considering the benefits
between these two ways of marketing, marketers can acknowledge some differences. Paid, owned
and earned media are some example to differ different ways of online and offline marketing:

Although different mediums and messages and implementing both will be difficult, Grab should still
combine both online and offline marketing for a successful marketing campaign. If so, Grab can
increase the reach of the campaign, which will lead to increase in sales and brand awareness. The
biggest benefit is making customers trust the brand thanks to widespread promotion in the market.
market, across all channels of the enterprise.

1.4. Benefits of digital marketing in brand and sales for Grab

According to Chaffey and Smith (2012), the three main benefits of DM are as follows: 

Identifying: grabbing through the analysis of customer portraits on social networking platforms such
as Youtube, customer journeys and shopping habits on the website to determine customer needs
and desires. In addition, the company employs intelligent artificial intelligence (AI) to facilitate the
automation of data collection and analysis (Doan, 2019).

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Anticipating: The company can find opportunities and ideas to develop services by assessing
customer needs through additional channels, allowing customers to access service information
across channels, and assessing how customers shop on Grab's channels. A variety of digital tools,
such as Google Analytics, will assist Grab in evaluating these customer needs and providing data for
future plans.

Satisfaction: Grab must effectively meet the needs of its customers, and its service must serve a
genuine purpose. Understanding customer needs thoroughly will allow Grab to create campaigns
that are as successful as possible in the long run. Specifically, the Grab app's interface is friendly, the
price is clear, the distance of the trips is clearly calculated, the notification of promotional codes, the
notification when the driver arrives, Customers are allowed to comment and complain to the driver
if they are not satisfied,...

2. Consumer trends and insights 

2.1. Customer insight

Customer insight is defined as the understanding of a customer's wants, needs, and desires. Since
customers' tastes, needs, and desires vary greatly, this information allows marketers to divide
customers into a variety of segments before launching marketing campaigns. Customer insights
enable campaigns to gain a comprehensive understanding of what customers think and feel about
products and services (Carr. S , 2020).

2.2 Digital Marketing as a tool for Grab to understand customer insights

Customer persona and characteristics: Grab implements a campaign to run ads on social media
with customer profiles targeting the following customers: Firstly, there is no age limit and no gender
limit, because the need to book a ride is When necessary, it is available to everyone and factors such
as gender, age, occupation, .. do not affect the need to book a car. The second is to target audiences
in 30 provinces and cities where Grab is operating, and then the data is used for running ads.

Customer journey: When a customer sees a Grab post on Facebook, the customer will have brand
awareness, the content with the most positive reactions, such as number of likes, purchase activity
is data that shows customers like and want something from Grab the most. When customers visit
Grab's website, it means they have an interest in the brand, Grab also uses data collected on Google
Analytics to track what customers behave on Grab's website, pages. Coming to the touchpoint stage
where the customer downloads the app to the device, the marketer needs to maintain a
relationship with this customer via email and expect their evaluation at the final touchpoint.

Awareness Consideration Purchase Retention Advocacy

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 Customer Come across Check the Download Send a Comment for
behaviour ads on social interface. the App, thank you Grab if there
networks, register an email from are defects.
Read reviews
on SERPs, account, the
on facebook, Review of
ads on the book a test company.
Grab website,.. service
street ride,
Update quality.
Compare offers experience
news about
and the map and Driver rating.
offers,
promotions price, driver
discounts, Recommend
with other quality
events via to friends,
brands
Email. relatives.

Touch- point Facebook, Facebook, App, Grab Email  Social media,

online ads, website, website Word-of-
paid ads, reviews, blogs, mouth
website media

Recommendation Hire KOL, Publicity and Training Take care of Collect and
for Grab advertise on transparency staff. existing process
all media of policies and customers. customer
Staff are
channels, prices. data.
ready to
link e-
Create good help
wallets
and relevant customers.
content.
Get
Offer discounts feedback
and and reviews.
promotions.

Grab customer journey

Customer transaction: Convenience remains the biggest driver for Grab customers, and marketers
can research consumers online, gleaning a wealth of insights into online behavior.

2.3. Key consumer trends and insight

Consumer trend is defined as a new behavior of shoppers, it changes over time and is not stable. It
comes from the basic desire, the customer's desire to change in purchasing and pursuing products
and services (Dumitrescu. D, 2021). 

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Consumer trends of Grab in 2021

Shopping combines entertainment: Shop on Lazada while ordering food on Grab, enjoy express
delivery of orders on Lazada via GrabExpress service and Lazada's promotions on Grab platform.
Along with that, there are many valuable gifts for Grab users when accessing Lazada through the
icon on the Grab application such as free delivery, discount codes, ..

=> Promoting the trend of enjoying many benefits of consumers, mutual support of commerce
platforms on social networks and businesses (Nguyen. L, 2021).

Going to the supermarket: consumers just need to access the Grab app, choose a convenience
store, supermarket, etc. on Grab Mart and choose to buy a type of food. After that, the order will be
sent directly to the order-receiving machine of Grab Mart partners, eliminating the process of
memorizing orders, buying on behalf, and making manual payments.

=> Shorten Grab's order processing process and shorten the delivery time of consumers

=> Create convenience for consumers when buying

Customer insight of Grab 

Desire for price transparency: Understanding that customers face difficulties when booking a car
without knowing the price in advance like regular taxi companies, Grab publicly displays the constant
price on the Grab app, calculated based on the distance. , this price will not change even if the driver
has to change the route and distance. Grab also often launches many incentives, promotions, and
points to stimulate consumer behavior.

=> Grab has always done a good job of publicizing and fixing prices.

Simplicity in the car booking process: There are a number of customers who are old and not familiar
or adapted to booking a car, shopping or shipping online. Understanding this, Grab minimizes its app
interface as much as possible. Light and friendly green interface design, functional items in the app
are explained with illustrations and names, user manual and customer support hotline, ..

=> Build trust with customers

=> Promote customer engagement (Driver. S, 2019).

2.4.  Online consumer power

The rise of consumer power 

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Consumer power is defined as the ability of consumers to access information and share it, especially
in the digital context, which is defined as online consumer power. Consumers increasingly have a
voice and thus influence the digital environment in general and marketers in particular (S.Umit,
2007). Because of the change of the marketing environment, the marketer mainly possesses greater
power than the buyer when the marketing environment has not yet developed, the power of the
buyer is weak (Umit Kucuk, S and Krishnamurthy. S, 2007).

=> Customer is the center

=> Customers have a strong voice in the digital environment

Online consumer power: Four sources of Consumer Power:

Sources of consumer power (Moletsky. M et al 2018) 

Demand-based: Consumers have the power of purchase decisions, website visits, application
downloads, YouTube video views, Google searches, and Facebook likes, as measured by purchases,
likes, Google trends. Consumers are granted access to information on the network.

Information power: information power is not as powerful as the network and crowd power since it
provides the least autonomy to consumers. Consumers have the power to produce content and
create multiple presence across the Internet, such as creating personal websites, blogging, creating
online videos or music or podcasts, commenting positively and disparagingly, complaining, sharing
content,

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Network-based Power: Consumers have the power to change, add value to original information
when they share and reorder content online, comment on review blog posts, or reposition content,
such as video memes.

Crowd-based power: increase reach like using Wikipedia or Sound: Cloud, Amazon Mechanical Turk;
mass selling like shoppe; Use personal contributions to build an information exchange community.

=> The growth of the digital environment has empowered its consumers to access vast information
resources, share information, discuss issues, create their own content, and influence the digital
community. Grabs consumers also have the same powers.

2.5. How digital environment work for Grab to exploit online consumer power

UGC: Given that many customers still do not trust car booking services because they believe that
sharing a vehicle with a stranger is risky, the criteria for selecting the service become more stringent.
As a result, by providing opportunities for existing customers to share their experiences, comments,
and reviews of Grab's services on social media, Grab's name will be spread more widely and
customer loyalty will be built. Customers trust (Khiem. K, 2020; Anh. P, 2020), in part because of the
effect of crowd psychology and authenticity.

Content marketing: are sent to those who are already Grab customers, who have accepted Grab to
send them promotional emails, after going through the purchase stage of the customer journey, to
receive the latest information from the company. Grab through email marketing sends useful
content such as new event information, discounts, loyalty programs, etc., helping Grab gain a
foothold in the hearts of customers and maintain potential customers in the future. years before the
development of other brands (Hang. H, 2019; Anh. C, 2021).

3.  The challenges and impacts of digital marketing to increase sales post Covid – 19. 

3.1.The shift from brands and suppliers

From push to pull: The shift from brand to customer describes a shift in which the power that was
largely in the hands of marketers has now shifted to consumers. Instead of Grab trying to promote
its services to customers that it thinks will be related to its service, Grab will attract potential
consumers to its service. This requires potential customers to actively participate in the decision-
making process whether to use the service or not, and Grab's potential customers hold the main
decision power.

From monologue to dialogue to trialogue: Instead of one-way communication from the salesperson
to the customer like TV advertising makes it difficult to assess potential customers and their
reactions, but just try to reach as many people as possible, As the digital environment evolves, new

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sellers and buyers have the opportunity to communicate in a dialogue-driven manner. Then
everything changes when the trialogue 3-dimensional triangle facilitates potential customers to
communicate with customers who have experienced using products and services, thereby
significantly influencing purchasing decisions. Grab's official pages on Facebook facilitate customers
to leave comments and reviews about the service experiences that the business provides. This not
only helps Grab sellers communicate with customers, helps customers communicate with customers
on the page, and helps customers communicate with customers on the app.

From one-to-many to one-to-some and one-to-one

One-to-many is a method for marketers to send messages to a large number of customers at once,
with the disadvantage of not being able to target a specific group of potential customers. Grab
accomplishes this through television advertising or by sending out a survey

=> Assisting Grab in reaching the greatest number of customers (Heinze et al., 2017) => Inability to
target a specific group of potential customers

Then one-to-one effectively improves this by communicating with customer groups one by one.
Grab does this by direct mail, web banners, targeting social media using demographic and
psychographic information.

=> Helps Grab to gain customer loyalty, and reduced costs (Wainwright, 2017)

Many-to-many is the last method of communication, this method usually takes place on Social
media, where the seller communicates with the customer but is in conversations between two or
more interlocutors. Social media content with good videos, images, content, influencers, etc. are
effective marketing tools (Ryan, 2012).

=> Connecting sellers, customers and many customer groups together (Morgan, 2018)

Four aspects of Customer identification in Vietnam

• Customer identification: Companies in Vietnam monitor their customers' cookies to deliver

tailored advertisements to customers in the future, and they also cooperate with reputable third
parties such as Adobe, Google, LinkedIn, and Facebook with their own privacy policies. Consumers
are given control and freedom to operate on websites.

=> Allows for the collection of data about website actions, insights, and device type in use.

• Customer differentiation: After collecting data about customers, it is necessary to categorize that
data into different segments. Recognizing the differences between customer groups will allow
Vietnamese businesses to tailor their approach to customers to suit the needs of different
customers, improving service quality.

• Customer interaction: in Vietnam's digital environment, people can easily interact and give their
opinions if they feel that the services and experiences provided by the business have not met their
expectations.

=> Customers in Vietnam's digital environment are empowered to voice their opinions, with the shift
from brands and suppliers to customers, customers are always at the center.

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• Customer communications: Customers in Vietnamese businesses are treated differently, with the
primary goal of increasing customer loyalty. They analyze data from customer interactions to ensure
that the needs and expectations of each customer are met individually.

3.2. The growth of “micro – moments” 

The growth of “micro-moments” includes the following 4 stages. Where ZMOT is the most important
stage, brands like Grab need to find a way to win at the time of ZMOT.

The growth of “micro – moments” by Krajnovic. K et al, 2016 

Sitimulus: The time when customers first learn about the existence of the brand such as seeing the
brand on TV, reading the newspaper and seeing or seeing an advertisement appearing on a website.
The way for customers to know the existence of the brand includes many marketing channels:
Organic search, direct email, paid ads, referral, ..

ZMOT: This stage is the most important because in this stage the customer begins to determine the
purchase decision. All content and reviews of products and services will determine customer
satisfaction. If the customer is not satisfied then they will give up and the brand loses the buyer. The
stage occurs in product review websites, comparison websites, web reviews, ..

First moment of truth: At this stage, customers feel satisfied with the information they have found
about the product and decide to go to the place of sale. Customers start researching directly with
products and services.

Second moment of truth: At this stage, the customer has decided to buy the product. After this
experience, customer reviews and comments will be the premise for ZMOT of future customers.

Impact of “Micro – moments” in digital environment:

=> In the buying decision process, there will be countless competitors threatening to replace the
customer's purchasing decision. Therefore, the advantage of a micro-moment strategy for Grab or
any other business is to prevent losing customers to another brand, keeping customers focused on
one brand (La Marca. D, 2021). 

=> Prevent customer loss to another brand by associating fleeting moments with the customer
journey. Customer search trends help marketers capture customers early in the decision-making
process by creating content tailored to their needs (Kamath. G, 2018).

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In the case of Grab: 

                         Potential online media and distribution partners of micro-moment

Starting from the Stimulus step, Grab attracts the attention of customers through the presence of
Youtube ads, social media ads, search engines, etc. At the ZMOT stage, Grab should increase the
visibility of the brand on the SERP for easy access by customers, by search engine optimization (SEO)
resulting in more Grab website traffic at the top of the results. search when a customer is looking for
a moving service. Second, Grab should also design a customer-friendly website to avoid users finding
it difficult to stay on Grab's website, they will be easily discouraged and skip searching for other
companies in the search results. In addition, Grab can hire reputable bloggers, influencers, and KOLs
to create reviews that positively influence customer trust. At the FMOT stage, when the customer is
satisfied with the review and decides to download the Grab App to try it out

3.3.  Challenges for Grab’s digital marketing campaign in increasing sales post Covid – 19

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                                         Five forces model applied for Grab

Threat of new entrant: Low

Grab is currently the most famous and popular ride-hailing service provider in the Vietnamese
market, so it will be difficult for new businesses to gain market share. A new upstart in the ride-
hailing industry that has gone bankrupt and suffered heavy losses, SwiftBack partly because of the
use of poor quality vehicles, partly because of the lack of trust from customers. like Grab should fail
quickly. It can be seen that this threat to Grab is very low.

Power of suppliers (Low)

Grab relies on technology developers to provide the most efficient digital-based mobility and
transportation services; without technology developers, the company would be unable to function.
disregard. Grab's business is heavily reliant on these individuals; however, Grab's reputation in the
market is reputable enough to negotiate collaboration with many other technology developers, and
thus these roles may be replaced at any time. Grab's threat level is low.

Power of customers (High)

With the development of the ride-hailing market, other companies besides Grab are also gradually
capturing the consumption of customers. In addition to Grab, there are also a few other brands that
provide transportation services with their own characteristics that are loved by customers. Grab's
consumer power is on the rise as other brands are also growing.

Rivalry between competitor (High)

There are other companies that provide the same type of driving service as Grab, and they are
standing quite stable on the market. In addition, they provide cheaper prices than Grab in order to
compete.

Threat of Substitute (Moderate)

If Grab fails to keep up with new technology, the chance that Grab will be replaced by other brands
which can bring the newest technology to customers.

Rising above the noise: What marketing campaigns need to learn to communicate their marketing
messages to customers amidst the noise and adversity around (Popky. L, 2015). In order to rise
above the noise, Grab needs to have customer's focus and attention. Grab tries to use influencer
marketing, a way to use a good image in the public mind of influencers, because they have the ability
to attract customers and possess the trust of a large number of customers, even powerful people.
strong trends in consumption. Grab should consider making an influencer of long-term marketing
strategy, since it is good for brand recognition, and brings in loads of new customers.

Secondly, the power of customers increases compared to Grab needs to make the customer feel
heard, not listening to what customers need can cause Grab to lose customers. This is a matter of
insight and communication. In addition to identifying customer segments, Grab should try to add a
live chat widget and use customer satisfaction chatbots. It will allow Grab to collect customer
feedback without effort and chat with customers in real time.

=> Get more insights from customers and collecting more accurate customer data

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4.  Digital tools, platforms and channels

4.1.  Key digital tools and hardware for Grab

According to Gudema (2014), there are some essential digital marketing techniques and tools that
can be recommended such as:

SEO and SEM:

Search Engine Marketing or Search Engine Optimisation are two techniques to drive more web traffic
on the internet. However, SEO and SEM differ from each other in some ways. For SEO, if the website
managers create a good web structure and valuable content for the viewer, choose suitable
keywords to customer's search content or connect their website to other high quality websites, then
the website will appear in the top of the search results. In term of SEM, marketers need to pay
Google for putting their ads ở đầu hoặc cuối SERP so khách hàng có thể dễ dàng thấy quảng cáo của
họ. The cost is that thương hiệu bị tính phí mỗi khi người dùng nhấp vào quảng cáo (Pay-Per-Click). 

Social Media Marketing:

Social media are services operating on the Internet, where a single user or a community interacts
with each other such as Facebook, Instagram, Messenger, Youtube,.. (McCay-Peet and Quan-Haase,
2017). Referring to marketing, one of the forms of Social Media is Social Commerce, a part of e-
commerce where consumers and sellers can interact and exchange information.

                                                          Kietzmann and partner (2011) : Social media functionalities 

=> Social media is important to digital marketing, marketers can implement advertising campaigns
targeting customers with digital content on social media. In addition, some social media features

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such as “refer a friend” and online discussion are useful in attracting new customers or in promoting
sales through the spread of information (Gil A et al, 2020).

Sponsorship: is a form of marketing in which a company pays costs related to a project or program
in exchange for an appearance in the opponent's project such as banners, events, TV shows, etc.
brand or representative.

Email: Placing ads in third-party e-newsletters or the use of an in-house list for customer activation
and retention. Email recipients are notified of an upcoming event or information about a discount,
promotion, or invitation to participate in an activity.

Application: The number of people using mobile devices is increasing day by day. Therefore, mobile
app marketing is a potential way people target to advertise their brand. Applications allow
entrepreneurs to interact directly with their customers, uncovering customer activities during their
interactions with mobile apps.

Digital Hardware

Smartphone: refers to a handheld device that is a telephone but multi-function. Includes a lot of
utilities like camera, intercom, web browser, touch screen, apps store. Nowadays almost everyone
owns a smartphone.

Laptop/PC: the second most popular after smartphones, include a screen, keyboard, and a trackpad
or trackball, which serves as the mouse. Because laptops are meant to be used on the go, they have
a battery which allows them to operate without being plugged into a power outlet.

Wearables: a potential new industry, is a word used to refer to all the accessories that have many
useful features that can be worn by people like smartwatches, Google Glass. In addition, wearable
devices monitor heart rate, activity level, calories consumed, sleep quality or nutrition indicators.

In the case of Grab

In Vietnam, the most used internet access devices by users are smartphones, accounting for 94.3%
of internet users. Secondly, the preference for smartphones in the age group of 16 - 64 accounts for
96.9%, regardless of phone brand, iOS or Android operating system, and ranked second is laptop/PC
device type, accounting for 66 .1%, tablets, smartwatches only accounted for 31.9 and 25.1%. Third,
there are many financial services app users. Therefore, Grab should drive demand for applications
on mobile devices, and wearables are also potential tools. Grab should also promote the demand for
online payment on mobile devices since more and more people prefer convenience when paying
online.

4.2.  Consumer life-cycle stages of digital adoption

Acceptance by Grab customers to apply Grab app is explained by life-cycle stages of digital adoption
as follows:

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The innovators This time, the Grab app has just appeared on the market, customers do not have
much reason to trust immediately, but these are consumers who are not afraid of challenges and
experiences. Their hobby is taking dangerous risks.

Early adopters who buy products follow innovators. These people are likely to give comments on the
Grab app because they put in the effort to research and understand the product. This group of
people is much more cautious than the Innovator and has no taste for risk.

Early majority are risk averse, they want the product to be worthy of their hope, this group of
people, because of their caution, tend to refer to those who have used before-early adopters.

Late majority only accept the app when it is already in the market, it is possible that this group of
people has little interaction with early adopters and innovators.

Laggards are the people who lag behind when using the Grab app when it's been in the market for
so long, they really are the people who don't like change, and being considered as low status and
old.

Meaning for the Grab’s marketers

The first group of Innovators will be targeted by Grab marketers, and the entire Grab app marketing
campaign will be aimed at this group. They are a test for marketers to change the app later because
they are not afraid of risks and losses. Second, Grab marketers will want early adopters to share
their thoughts, particularly those with the most positive comments. Third, Grab marketers will
encourage the early majority to follow the early adopter group in order to increase sales. Finally,
Grab's marketer believed that investing in laggards would be unwise (M. Everett, 1962) 

4.3. Online transactions, e-commerce, digital marketing platforms and channels in Vietnam

E-commerce is the buying and selling of products or services through the internet, including
activities such as ordering, transactions, payments, advertising, etc. (UEF, 2015). In Vietnam, during
the time when the Covid epidemic caused direct interruptions and gradually banned transactions, E-
commerce naturally became the ideal environment to satisfy the needs of remote shopping and
transactions. online and ensure the health of consumers.

Digital platform is a non-stop online platform (Pham. H, 2020). With the growth in the consumption
of digital devices, Vietnam is having a large proportion of smartphone and laptop/PC users. This has
made online shopping activities on e-commerce channels and digital platforms such as social media
boosted, and physical channels a bit less attractive.

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4.4. Benefits of digital platform for Grab

Grab uses Social media with a green check mark, which helps customers distinguish the official page
from the fake page. This is where Grab shares images, links, videos, news about them such as new
services, new upgrades, events, activities,.. anything that targeted customers would enjoy.
Moreover, implementing Facebook and Instagram ads into everyone's newsfeed marketing strategy
is also an effective way of advertising since social networks are home to many customers, helping
Grab reach many customer profiles, and According to statistics, there are 68 millions people
watching Facebook ads within 30 days, so it will help reach many viewers.

=> Increase brand awareness and create opportunities for users to interact with Grab by making
people aware of what Grab has to offer (Megan. M, 2020; Membrillo. A, 2021).

=> Pay to have ads displayed to potential customer profile groups as desired, thereby increasing
sales (Driver. S, 2019).

4.5. CRM and E-CRM and supportive activities

CRM describes a process of customer relationship management. This model is being used in the
business because of the cost and profit benefits it brings, moreover, it also earns close relationships.
with customers. Automated sales is an integral part of CRM, using software, artificial intelligence or
digital tools in sales.

 Improve accuracy and speed up the sales process.

 Make sure potential customers are approached quickly.

 Reduce response time

 Store sales data

E-CRM (electronic customer relationship management) entails developing strategies and plans for
how digital technology and digital data can be used to assist CRM. Non-automated is a part of E-CRM

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that is different from automated sales, people are essential in promotional activities. The jobs
include:

• Relying on customer data to actively communicate and support transactions

• Rely on customer data to recommend the 'next best product', boosting sales

• Communicate and support difficult issues with customers

• Monitor and work on multi-channel when customers are on different vehicles.

Customer support teams also answer questions about and troubleshoot products, and support
agents resolve issues with products that customers have purchased or are using.

4.5. 7Ps

                                      List tools of digital marketing communication 

Price: Use sales promotion based on likes or shares on social networks. By sending potential
customers an attractive promotion when learning to share and like your information on social
networks. This is both an opportunity to attract customers through sales and increase brand
awareness and coverage on social networks.

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Product: Packaging shows the user understanding of the brand. By surveying customers on social
media, collecting customer insights, brands capture psychology and make it easier for brands to
identify specific images/emotions in consumers' minds, thereby they can connect with consumers
through its product packaging.

Place: Customers can easily and quickly find products/services by downloading apps from the App
Store or Google Play. Furthermore, as virtual technology advances, Viral Exhibition will provide
customers with a more realistic experience.

Promotion: Combine Advertising to promote products or services in public, on social media or on

SERP, by providing sales messages to convince consumers about the seller's product or service.
Sponsorship in public advertising occasions will simultaneously promote the brand and attract
customers.

People: People in the field of digital marketing primarily perform tasks such as SEO and social media
ad management. They are also in charge of the chat room and affiliate marketing.

Process: Process optimization based on customer data collected from various platforms. The need
to continuously monitor the success of the activities in your marketing mix is critical for an optimized
process.

Physical evidence: Focus on building an eye-catching and likable interface such as making the App &
Website friendly and suitable for each type of device. Besides, packaging should also convey the
message that the campaign wants to convey.

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 Conclusion

New digital marketing strategy will help Grab restore the original post Covid status.

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