LITERATURE REVIEW OF DIGITAL MARKETING ON

WEBSITE & TIKTOK & & TRIPADVISOR

Nhóm Schadenfreude
1. Trần Thị Thu Huyền
2. Nguyễn Hà Xuyên
3. Dương Phương Thảo
4. Dương Mạnh Việt
5. Nguyễn Hoàng Anh
6. Tạ Thị Quỳnh Chi
7. Lều Thị Bích Ngọc
8. Phạm Kiều Ngân

1. Background knowledge about digital marketing

Today, new inventions are constantly being developed and have an impact on almost
every aspect of our lives. The Internet, along with digitalization, is one of the significant
inventions that has resulted in such changes. People thereby spend most of their time in
digital environments, which makes companies regard marketing goods and services in
these environments as great opportunities (Durmaz, Y. & Çelik, Ç., 2022). According to
Le, T.T., et al. (2022), for the Vietnam market, in recent years, digital marketing has
proven to be an efficient tool for increasing the effectiveness of businesses’ marketing
activities and promoting commercial activities. Verma, A. (2022), explained that "digital
marketing" refers to the integrated use of the internet for marketing goods and services in
order to reach consumers and make sales. The main goal of manufacturers is to utilize
this marketing communication method for creating a brand image for their business,
attracting more prospective customers, and increasing product and service sales.
This type of marketing involves the use of websites, mobile devices, social media, search
engines, and other similar channels. In particular, it is believed that the most important
technique is social media marketing, in which companies use social media to distribute
their messages to their target audience without paying third parties such as publishers and
distributors (Verma, A. 2022).
The website of a company is a channel through which that company provides information
about their businesses, products, and services. It has become a crucial channel of
communication between businesses and their customers and has played an important role
in both selling products and services and improving the company's image. Customers
make decisions about whether to purchase products and services or whether to invest or
not based on the information on the website. A website is deemed to be good if its
content is helpful (D. Kwon, S. Jeong, 2015).
Besides, digital marketing also spreads to a wide variety of popular platforms, namely
TikTok and Tripadvisor due to their vast number of users, 750 million (2022) 1 and 463
million monthly2, respectively.
Originally called Musical.ly, and owned by ByteDance, TikTok is a short-video-based
social media platform. It is a bustling place for brands, content creators, and influencers
to express their individuality and promote brand awareness. As a result, it has become a
popular platform for influencer marketing and brand social media marketing alike. While
TikTok shares many similarities with other platforms like Twitter and Instagram, it uses a
unique discovery algorithm that gives every video an equal chance to go viral, regardless
of how popular the content creator is. This allows for the rapid scaling of a social media
presence, fast growth, and virtually unlimited marketing experimentation.
In the case of Tripadvisor, it is an online travel community that utilizes user generated
content in the form of reviews and ratings. As both a website and mobile app, Tripadvisor
is used as a comparison shopping website for items such as hotel reservations,
transportation, restaurants, and travel experiences. Used by millions of travelers each
month to research and plan for their holiday or their next experience, Tripadvisor is a free
platform with a very simple process, so it costs users nothing to get listed; however, it
also has paid features available. Listing a dive center or resort on Tripadvisor and
responding correctly to real customer reviews will help persuade more divers to choose
that center to dive with. When reviews are unbiased and honest, they are incredibly
useful, while 92% of millennials trust peer referrals and are four times more likely to buy
when referred, and 84% of Millennials trust online reviews as much as peer referrals. For
customers, they shine a light on businesses that offer great experiences, service, and
value. For owners, they help attract new customers to the business and provide valuable
feedback on what it does well and where it can improve.
In a nutshell, these platforms are filled with opportunities requiring businesses to find
their own way to utilize.

2. The previous studies' findings

Website:
1. A Novel Approach to Improve Website Ranking Using Digital Marketing (p265 -
278) :
- Factors affecting website ranking include on-page factors(content, title,...) & off-
page factors (links, videos, blogging,...).
1https://www.insiderintelligence.com/charts/global-tiktok-user-stats
2 https://tripadvisor.mediaroom.com/IN-about-us
 - Proposed steps for SEM approach for improving web ranking: 1. Key study, 2.
Existing competitors, 3. Inspection, 4. Content Creation, 5. PPC advertisements, 6.
On-page SEO, 7. Off-page SEO, 8. Check progress.
2. Important Factors for Improving Google Search Rank (2019)
The findings of the research showed us that the top factors that contribute to higher
rankings are the existence of website SSL certificates as well as keywords in URL, the
quantity of backlinks pointing to a website, the text length, and the domain age.
3. Analysis of Website Traffic Dependence on Use of Selected Internet Marketing
Tools (2015)
The important implication resulted from this research shows that the creation of primary
website must be supported by additional activities as a social network activities, frequent
actualization of website and creation secondary websites, that are connected with the
primary website:
- The most simple way to increase official website traffic is its reengineering by
change of its design: emphasis above all on simple and transparent structure for
quick and intuitive orientation of visitor with consideration to target group may be
unskillful to use Internet.
- Creation of personal website: Business owner decided to create a personal website
for writing of blogs on actual topics on e-business and ecommerce and other topics
close to his interest in spare time. After starting a personal website the number of
visits was surprisingly high.
- Competition spread by social media: Generally it can be said that participation of
firms on the social network Facebook contributes to increase in visitors streams of
official business websites.
Tiktok:
1. MSMEs’ Strategy for Delivering Messages through TikTok Content (2022)
The content creation elements of MSME actors:
- Target audience: Generation Z
- Content Quality: Pay attention to a trend, namely sound or music, content type,
and hashtags.
+ Missing the trending moment will reduce the spread of the content to
TikTok users, resulting in fewer viewers; searching for content ideas is
essential. MSME actors must always be connected to social media. The
content they produce will continue to be exposed to their audience until
finally, they are willing to buy products from MSME actors.
 - Ways of communicating: Content strategies from 8 MSME actors: 1. Content that
relates to the audience; 2. Clear, concise content; 3. Following the trend; 4. Focus
on product; 5. Engaging the audience
- Content Schedule: There must be consistency in delivering messages through
content from MSME actors themselves. The TikTok algorithm can judge if their
account is indeed active and distributed to more other users and displayed in FYP.
- Customer Participation: MSME actors in this study have ways to keep the
interaction going, such as commenting on comments that enter content, creating
content from incoming comments, and giving viewers prizes for doing things such
as liking, sharing, and commenting on that content.
MSME Message Delivery Model Through TikTok: 1. Problems Increase awareness and
sales; 2. Compile Idea (Audience research, TikTok Trends, Target audience
considerations, Types of products, Interest audience); 3.Compile Content (Contents,
Content format, Product, Property, Narrative, Promotional activities); 4. Production and
Upload (Video production, Upload time, Monitoring viewers & followers, Comment
monitoring, Specific audience requests)
2. Short video marketing: A good strategy for small businesses on TikTok? (2022)
- TikTok strategies: integrated marketing, IP marketing, spamming, and user-
generated content
- 3 levels of interaction:
1:Emotions, that is audio dubbing with funny stories.
2: Interactivity, that includes imitations, mind relaxing, and liking (Ask &
Adibin, 2017)
3: Usability reflects the easiness to switch between content, effects, and so on.
- The main feature TikTok offers to small businesses is the ability to reach people
that don’t follow them
- Small businesses need to focus on being genuine and transparent on TikTok rather
than on being professional
3. The influence of viral marketing through Tiktok on consumers’ attitude at Shopee
(2022)
- Except for Irritation, three dimensions (Informativeness, Entertainment, and
Credibility) in Shopee's Viral Marketing TikTok Video is in the good category.
- Informativeness, entertainment, and credibility have a positive significant
influence on consumer attitudes, while irritation has no significant influence on
consumers’ attitude.
- Recommendations:
+ To improve the Informativeness in their Viral Marketing TikTok videos: provide
information with accurate, precise, and relevant knowledge and insight that is definitely
needed -> consumers feel that those information is an important source of information for
them.
+ To improve Entertainment: provide entertainment that has more elements of humor or
comedy that can increase the consumer's enjoyment when watching the video.
+ To improve Credibility: invite professionals who are expert in their fields when
discussing a product in the video -> consumers feel that the credibility of the information
can be trusted.
4. The Influence of Advertising in Tiktok Social Media and Beauty Product Image on
Consumer Purchase Decisions (2021)
- Advertising on TikTok has a strong and significant effect on consumer purchasing
decisions => beauty product advertisements on TikTok social media are
increasingly being enhanced by paying attention to the dimensions
+ Advertising content (such as credible information, creative content, offering
something new)
+ Sales promotion content such as offering discounts, giving gifts, lowering
product prices)
- The image of beauty products partially has a strong and significant effect on
consumer purchasing decisions => the image of beauty products is increasingly
enhanced in the dimensions of brand functionality (usefulness of the brand) such
as
+ High product quality
+ Having a different uniqueness from competitors, resulting in a product
performance is better, comfortable to use for skin and symbolism (Making
consumers 'personalities look different from competitors, Tobe the best
brand in the cosmetics sector, Using the best brands makes consumers
accepted in the circle of friends, brand X does not disappoint and can
improve consumers' social status so that This beauty brand is desired by
consumers).
- Advertising on TikTok social media and the image of beauty products together
have a significant effect on consumer purchasing decisions.
Tripadvisor:
1. Managing Consumer Complaints: the Case оf Tripadvisor (2020)
- Customer Reviews are grouped under 4 categories based on TripAdvisor customer
reviews questions:
 + Satisfaction from the rooms, the general cleanliness of the hotel, the care,
the food and service, the attention of the staff, the restaurant.
+ Dissatisfaction with the general cleanliness, maintenance, food and service,
the attention of the staff and the restaurant from the rooms.
+ Satisfaction or dissatisfaction with the general cleanliness of the hotel from
the rooms, maintenance, food and service, the attention of the staff, and
some of the restaurants.
+ Other complaints and satisfaction.
- Customers consider customer ratings before booking a stay. Returning to customer
evaluations is important for customer satisfaction. It is also considered as an
attitude that will enable future customers to think positively.
- As more and more customers use the online travel platform, understanding and
monitoring online reviews becomes important.
2. The influence of TripAdvisor application usage (2019)
- First, the increase in hotel occupancy in Solo City cannot be separated from the
use of TripAdvisor as a reference for hotel management by responding positively
to the reviews of hotel consumers in improving guest services.
- Second, the use of TripAdvisor by travelers has changed the habits of hotel guests
by visiting TripAdvisor before booking hotels and reading reviews before deciding
on hotel options, so the hotel management is trying to convince consumers.
- Third, the positive reviews can increase the conversion rate of hotel occupancy,
even if the hotel prices increase.
- Fourth, the social reputation of a hotel depends on its online reputation, so the
hotel can increase its price while maintaining the same occupancy rate.
- The importance of ratings in TripAdvisor in the hospitality industry can be seen
from the fact that 67% of potential customers are likely to cancel a booking if they
see 1 to 3 bad reviews on TripAdvisor
- The response of the hotel management towards the reviews can raise the rating of
the hotel and can boost the occupancy rate.

3. Overall comparison of previous studies:

Website
All research articles focus on cost-effective methods and tools that help increase website
traffic, which is consistent with Omamori Spa's orientation.
Radovan MadleĖáka et al. (2015) reveal channels directing customers to the business's
website, such as personal website of the business owner, web design, and competition
spread by social media; whereas Christos Ziakis et al. (2019) and Khyati Verma (2020)
focus on changing factors on the website that help customers easily find it through search
engines.
However, there are differences in the efficiency level of different factors affecting web
ranking on search engine results pages (SERP), according to the findings of the two
articles.
- According to the research of Christos Ziakis et al. (2019), the top factors that
contribute to higher rankings are the existence of a website SSL certificate as well
as keywords in the URL, the quantity of backlinks pointing to a website, the text
length, and the domain age.
- However, Khyati Verma et al. (2020) reveal the main factors that affect the
ranking of a website in the search engines' results, including the title tag,
descriptive text, url structure, heading tags, meta description tag, keyword density,
xml sitemap, perfect architecture, alt tags, internal linking strategy, and regular
content updating. Moreover, beyond the report of some on-page factors that affect
SEO, the article listed off-page factors to increase customer reach, such as link
building, forum posting, social networking, videos, and blogging.
The difference is understandable because articles may have studied different search
engines. Different Search Engines use different algorithms, and thus all search engines
have a different way to calculate the ranking of a website. So, no search engine will
produce the same results. Moreover, search engines nowadays change their algorithms
regularly by adding and removing factors affecting the ranking of websites.
Omamori Spa can apply all of the methods and tools mentioned in the above articles,
make use of all on-page factors and off-page factors to increase customer reach.
Tiktok
The four articles all focus on the factors that help a video on Tiktok increase its ability to
go viral, reach many people, and influence customers' purchasing decisions.
M. Rifqi Fauzan Adyatma et al. (2022) identify elements to create content for MSME
aimed at Generation Z, including quality content, ways to communicate (content that
concerns the audience; clear, concise content, and so on), content scheduling, and
customer engagement. And customers' buying decisions are also heavily influenced by
the image quality of the goods (Metta Darmatama et al., 2021)
Besides, TikTok techniques recommended by Jennings and Eliza Maria Pinto (2022)
include integrated marketing, IP marketing, spamming, and user-generated content to
boost the efficacy of the video.
Furthermore, Muhammad Rasyad Rizqullah and I. Indrawati (2022) discovered that
informativeness, entertainment, and trustworthiness have a positive and significant
impact on customer attitudes, while irritation has no significant effect.
Tripadvisor
TripAdvisor is a crucial tool for hotel marketing. Both studies focused on customer
reviews. Obtaining favorable reviews from past clients becomes an important task
because people may check the evaluations on Tripadvisor before making a reservation for
the service. The fact that 67% of prospective consumers are likely to cancel a booking if
they see 1 to 3 negative TripAdvisor reviews highlights the significance of ratings in the
hotel business (according to "The influence of TripAdvisor application usage towards
hotel occupancy rate in Solo"). The studies stressed that hotels should maintain high
standards of service to get favorable ratings and draw in new clients. In addition, the
response of the hotel management to the reviews can raise the rating of the hotel and
boost the occupancy rate. Hence, Omamori can apply these methods in order to raise the
rating of the spa as well as attract more customers in the future.

4. Linked to the context of Omamori

Website
Up to now, Omamori Spa has been implementing a comparative successful marketing
plan to promote its brand. This is a method that is both traditional and modern, helping to
bring absolute efficiency in terms of attracting customers' attention. However, Omamori
Spa still has some drawbacks in its website marketing campaign.
Before going into the analysis of the limitations, we will summarize the strengths of
Omamori Spa in promoting the brand through websites. All research articles focus on
cost-effective methods and tools that help increase website traffic, which is consistent
with Omamori Spa's orientation. This helps Omamori Spa gain a steady but not explosive
number of customers.
According to the findings of the two publications, there are variances in the effectiveness
level of several elements impacting site ranking on search engine results pages (SERP).
The title tag, descriptive text, url structure, header tags, meta description tag, keyword
density, xml sitemap, ideal architecture, alt tags, internal linking strategy, and frequent
content updating are the primary variables that determine a website's position in search
engine results. In addition, the article included off-page factors to expand client reach,
such as link building, forum posting, social networking, videos, and blogging, in addition
to certain on-page aspects that affect SEO.
When I search for the word "Omamori Spa" on google, I get quite general results about
the overview as well as the main fanpage of Omamori Spa. The first limitation is that the
titles used by Omamori Spa are not "SEO-standard", causing the number of customers to
be reduced.
The second element that Omamori Spa needs to pay attention to is descriptive text, url
structure, heading tags, meta description tag, keyword density. Because these factors are
not fully exploited by Omamori Spa. In the era of strong information technology, users
will prioritize information that is concise and has a clear purpose. Writing substandard
SEO articles will require customers to do more research, making them less interested in
learning about Omamori Spa.

Tiktok
Currently, Omamori Spa does not have an official Tiktok channel, so marketing methods
through these social networking platforms have not been applied. However, Tiktok is a
very potential market, attracting the attention of customers of all ages. We believe that
Omamori Spa should not miss the opportunity to develop marketing strategies through
this media channel. As stated by Business News Daily, “TikTok is also attractive because
it is still, for the most part, uncharted territory when it comes to marketing.”For the hair
and beauty industry, this social media network is at its infancy and salons are only just
beginning to catch onto this trend.
The very first method that Omamori can apply is to build native promotional videos.
Advertising on TikTok is not really advertising but it has evolved into branded content.
Since the promotional content is all processed by the content creators, the final video
products feel authentic. These videos appear on feed like any other normal video,
blurring the line between entertainment and advertising. In a time when ad blocking
software is increasingly popular among young people, the more authentic, natural, and
close the advertising content is, the more effective it will be.
Moreover, catching up trends on Tiktok is essential. Trends on TikTok are always diverse
and change every day, you need to monitor regularly to keep up with the current 'trend'
and make videos that catch the attention of users. Usually, trending videos will be easier
to recommend on trends and reach more users.
In addition, Omamori should create diverse promotional video content. TikTok regularly
releases filters and stickers with modern sensor technology to help content creators
expand their creativity. The catch is that different creators apply stickers and filters
differently. For other traditional channels, the target customer will have to watch the
same ad over and over again. From there, being bored or frustrated is inevitable. This is
not a problem when advertising on TikTok because advertising content is presented in its
own style by millions of users. Although it is also watching ads, the content is
transformed and personalized will make the audience less uncomfortable and boring.
Tripadvisor
Omamori's Tripadvisor page currently has a total of 19 reviews ranging from 1 to 3 stars
as of 2014, mostly about:
- The aroma of massage essential oils
- Difficulty finding the spa address; the facility's location is not ideal (opposite
karaoke bar = noise = can't relax).
- Despite the customers' initial expectations, the staff's skills remain lacking.
- Uncomfortable with being massaged by people of the same gender (man - man)
- Have to wait because the staff in charge of that service package is not ready.
- The massage room lacks privacy; only one curtain separates the beds; customers
are concerned that others passing by will notice them.
However, only 9 comments out of 19 negative reviews were responded to by Ms. Huong
and the Omamori team. Although the number of negative reviews compared to good ones
is negligible (19 negative vs 532 very good and excellent), according to research papers,
the response of the negative reviews can raise the rating on TripAdvisor, and almost all
customers read reviews first and consider carefully before going to a certain place.
Therefore, Omamori should respond to all negative comments with a positive attitude,
welcome suggestions, and offer appropriate solutions for each case. For example, if a
customer is dissatisfied with the aroma of massage oil, the receptionist may ask the
customer first about the scent they want and recommend an essential oil with a scent that
he or she prefers. In addition, to avoid clients being uncomfortable with being massaged
by personnel of the same gender, the receptionist should advise the client about the
information of the staff in charge before entering the massage room. If the customer feels
uncomfortable, another member of staff might be substituted