Class: MK17D-MKT101

Name: Truong Hong Le – QS170208

Individual Assignment

The Covid-19 pandemic has upset the order and created many great changes in all aspects. The economy is
stagnant, digital technology is on the rise and all connections in society are through the Internet. Many businesses
have to close down or if they are still active, the competition is only moderate, so approaching and catching up with
the latest marketing trends will help businesses quickly break through and develop strongly. That is the trend of
Digital Marketing Strategy in 2022 (post-Covid-19 period).

In this article, I will analyze digital marketing strategy trends in 2022. This article will include:

- What is Digital Marketing?

- What are digital marketing strategies?

- Introducing the post-Covid-19 era.

- Discuss the marketing environment to point out the factors affecting Marketing and why the Covid-19
period is an opportunity to explore the digital platform.

- How can marketing principles be applied to produce a positive outcome? Introduction and analysis of the
components of the marketing mix 4Ps. How to apply digital platforms in marketing?

- Digital Marketing activities in the current stage.

- Illustrative examples.

Today, technology is extremely developed, especially in the 4.0 era that is developing strongly. Technology
has strongly influenced consumers’ buying habits and behavior, promoting the strong development of Digital
Marketing. This is a potential and new field, attracting the attention of a large number of young people. Besides, it
also has a shortage of well-trained human resources. The development trend of technology has made Digital
Marketing an indispensable part of most businesses. So what is Digital Marketing? There will not be a fixed concept
related to this field, there are many different opinions and concepts, making it difficult for us to recognize and access
the most accurate and relevant information. In general, the concept of Digital Marketing is understood as all
marketing activities taking place in the digital environment, it exists in all Marketing Mix environments (4P / 7P /
8P). Most simply and concisely, it can be understood that Digital Marketing is the promotion of products or brands
through one or more forms of electronic communication. Digital Marketing is a smaller segment of Marketing that
requires more in-depth knowledge of basic marketing strategies and creativity. According to Joel Reedy, “Digital
Marketing includes all activities to satisfy the needs and wants of customers through the internet and other electronic
means.” According to Philips Kotler, “Digital Marketing is the process of product planning, pricing, distribution and
promotion of products, services, and ideas to meet the needs of organizations and individuals based on electronic
means and the Internet”.

Technology is extremely developed, especially in the 4.0 era that is developing strongly. Technology has
strongly influenced consumers’ buying habits and behavior, promoting the strong development of Digital Marketing.
This is a potential and new field, attracting the attention of a large number of young people. Besides, it also has a
shortage of well-trained human resources. The development trend of technology has made Digital Marketing an
indispensable part of most businesses. So what is Digital Marketing? There will not be a fixed concept related to this
field, there are many different opinions and concepts, making it difficult for us to recognize and access the most
accurate and relevant information. In general, the concept of Digital Marketing is understood as all marketing
activities taking place in the digital environment, it exists in all Marketing Mix environments (4P / 7P / 8P). Most
simply and concisely, it can be understood that Digital Marketing is the promotion of products or brands through
one or more forms of electronic communication. Digital Marketing is a smaller segment of Marketing that requires
more in-depth knowledge of basic marketing strategies and creativity. According to Joel Reedy, “Digital Marketing
includes all activities to satisfy the needs and wants of customers through the internet and other electronic means.”
According to Philips Kotler, “Digital Marketing is the process of product planning, pricing, distribution and
promotion of products, services, and ideas to meet the needs of organizations and individuals based on electronic
means and the Internet”.

Digital marketing strategies are detailed plans and analyses of how to approach and interact with customers
of a business through online channels. It includes the direction, development, and implementation of digital
marketing strategies to achieve certain business goals. A technical marketing plan usually includes an analysis of
competitors, target customers, and appropriate technical communication channels. After that, it will focus on
developing and implementing strategies such as content, online advertising, email marketing, social media
marketing, SEO, PPC, etc. Besides, it also sets the indicators. Measure and analyze strategic effectiveness to adjust
and optimize future digital marketing campaigns.

The post-Covid-19 era is the time after the Covid-19 epidemic has been brought under control and its
effects on aspects of life have been lessened. This period is being viewed as a time of economic, political, social,
and cultural transformation and restructuring. The Covid-19 pandemic has significantly affected the economic
activities of businesses in the past, present, and near future. In the post-Covid-19 era, several trends and changes
have emerged. For example, with the strong growth of online business; the need for people's health and safety has
increased and this affects many areas from the tourism industry to health and wellness; the change in the way of
working and education with the strong development of remote work and online learning; changes in consumer
behavior, with the growth of delivery services and online shopping. It has changed advertising, promotion,
marketing, and communication spending. This has forced businesses to adapt strategies that enable business
continuity, customer stability, and revenue growth during historically unprecedented and difficult times. While
brands are currently trying to hit the right tone in the global health emergency, the future will drive market shifts,
increased competition, and demand for marketing approaches. dynamic and creative. The pandemic also provides an
opportunity for marketers to show their bravery, embrace the rapidly changing world and transform digitally,
understanding enough to make sure everything from advertising to marketing is close to the target audience. In
addition, the post-Covid-19 era is also facing many challenges, such as economic downturn, climate change, and
global security issues. However, it also offers many opportunities for significant growth and change in various
fields.

The marketing environment is a set of external and internal factors. The internal environment includes
components such as people, finance, machines, materials, products, and goods. The external environment constitutes
factors and forces outside the business over which the marketer has little or no control. There are two types of
external environments, micro and macro environments.

The microenvironment is the factors that directly affect the business activities of the enterprise, including
customers who are the consumers who use the products or services of the enterprise; competitors in the enterprise's
industry; suppliers of raw materials or services to support production and business activities; channels to distribute
products or services to customers; employees in the enterprise and how to manage and train employees; Enterprise
policies are decisions about prices, products, warranty policies, promotions, and advertising of enterprises.

The macro environment is the factor that indirectly affects the business activities of enterprises. These
factors include the economic situation of the country and economic factors affecting business activities such as
development, economic growth, and exchange rate; social: cultural factors, consumer values, and attitudes, and
government social policies; Technology: technological progress affects production and business activities; Politics:
government policies and political decisions that affect business operations; The physical environment includes the
natural environment in which the business operates. This includes climatic conditions, environmental changes,
access to water and raw materials, genius, pollution, etc. Understanding and analyzing these factors is crucial to
making effective marketing decisions and developing a sustainable business strategy.

The marketing environment in the post-Covid-19 era has changed dramatically compared to the past. That
causes factors affecting Marketing. The first is the change in user behavior. Due to the impact of the epidemic,
consumers are required to change the way they buy and use products and services most appropriately. When the
Covid pandemic does not happen, people will come directly to review and buy products and services. Instead, today
they tend to shop online, look for products related to health and ecology, and avoid activities of large crowds. That is
partly a sense of protecting personal health in particular, as well as the community in general. What's more, is that
they've been used to shopping online for a long time and they've adapted to it. The second is the increased use of
digital communication channels. The requirements of consumers in accessing information and shopping online,
require businesses to increase the use of digital communication channels such as social networks, email marketing,
and websites. and use other mobile applications. Besides, businesses need to increase online advertising. As more
people are asked to stay at home to reduce the risk of infection, the demand for Internet usage and online shopping
has increased as a significant leap and breakthrough in Digital Marketing. This creates many opportunities for
advertisers to enhance their online advertising strategies. It must be said that as soon as you are online, you will see
countless different advertisements on any platform on the Internet. Integrating technology into marketing strategies
makes it easier for businesses to reach customers. New technologies such as AI live image recognition, virtual
reality, augmented reality and highly interactive online will be used more. The third is to develop a flexible
marketing strategy. As the situation changes rapidly and unpredictably, businesses will need to be more adaptable
and flexible than marketing strategies. This can be seen through businesses changing their advertising strategies to
promptly respond to consumer needs during the pandemic. Any field is the same, as long as you do not like to doubt
it, you will be trained immediately. Next, businesses increase their social media presence. Because social networks
are an important channel to reach customers and contribute to branding. That is why businesses continuously
increase the frequency of their presence on social networks. But there should also be limits and stops, do not overdo
the appearance on social networks because it can cause the opposite effect. In addition, every time businesses
appear, they should aim for attractive content and attract consumers to interact with customers in the best way. Next
comes the enhancement of value. Businesses must focus on providing value to customers rather than just focusing
on sales. Selling a lot is a great thing, but if you just want to sell the item, regardless of whether the item is relevant
and needs customers, then I think you have done a great job. fail and this will only help you to sell the first time and
the next time the customer will leave you They will not come back to buy from you because it does not bring the
value the customer needs. For example, I went to a rice shop to buy 10kg of sticky rice, but the store staff was
missing the quota for the quantity of dry rice sold. Therefore, they have used all means to switch customers' initial
demand for sticky rice to dry rice. And so customers go home and use them and don't like them and will leave
negative feedback about your store. In addition, businesses must regularly offer attractive promotions and discounts,
providing products and services of higher value. That creates unique customer experiences to attract and retain
customers. Next is to focus on health. With a complicated service situation, businesses need to focus on health and
hygiene to meet the needs of customers. Businesses must have specific plans in place to put in place measures to
protect customers and employees and to provide health and hygiene-related products and services. Businesses must
change the way they manage and operate to cope with the epidemic situation. What needs to be done is that
businesses must encourage customers to comply with hygiene regulations even now that the service situation has
decreased.

So why is the covid 19 period an opportunity to explore digital platforms? There are many reasons why a
digital marketing strategy is trending nowadays, some of them include the:

The rise of the internet and mobile devices: The Internet and mobile devices have become an integral part
of our lives, leading to an increasing need for consumers to access information online. This has accelerated the
development of a digital marketing strategy, which helps businesses reach and interact with their customers through
online channels.
 High efficiency and effectiveness: Digital marketing strategy can create significant effects for businesses,
especially small and medium enterprises. With lower investment costs than traditional media, a digital marketing
strategy can bring higher profits and lead to the optimization of advertising costs.

Reach a wide audience: Digital marketing strategy can reach customers around the world without having to
invest too much in advertising costs, helping to bring your brand to potential customers in many places. different
places.

Easy to measure results: Digital marketing strategy allows businesses to measure results accurately and
helps analyze the most effective marketing strategies to improve the process of reaching and interacting with
customers.

For these reasons, digital marketing strategy has become one of the most important means of marketing
strategy for modern businesses.

To apply marketing principles to produce positive results in the post-Covid-19 era, businesses can take the
following steps:

Adjust marketing strategy: Businesses need to adjust their marketing strategy to match the market situation
and customer needs. This may include focusing on health and safety-related products and services, improving online
customer experience, and increasing social media promotion.

Create quality content: Quality and engaging content will help businesses capture the attention of
customers in the post-Covid-19 era. Content should focus on issues of concern such as health and safety, and should
be relevant to market conditions.

Optimizing Websites and Digital Media: Websites and digital channels are an important part of a business's
marketing strategy. Businesses need to optimize their websites and digital communication channels to attract
customers and increase the effectiveness of their marketing strategies.

Create promotions and offers: Promotions and incentives can help businesses attract customers in the post-
Covid-19 era. These programs should be tailored to the needs of the customer and the market situation.

Increase communication and interaction with customers: Communication and interaction with customers
are very important in the post-Covid-19 era. Businesses need to enhance communication and interaction with their
customers to understand their customers' needs and respond better to the market situation.

Marketing mix The 4Ps are a set of core components used to design and implement the marketing strategy
of a product or service. Marketing mix 4Ps includes 4 main components of a marketing strategy: product, price,
promotion, and place.

Product is the first ingredient in the Marketing Mix 4Ps. A product is understood as an item or service that
a business provides to customers. Products need to meet the needs and desires of customers, must have good quality
and uniqueness, and conform to standards of safety, environmental protection, and legal regulations.
Price is the second component of the Marketing Mix 4Ps. Price is understood as the amount of money that
customers must pay to own the product or service of the business. The price must match the value of the product or
service, compete with similar competitors' products or services, and meet the needs and affordability of the
customer.
Promotion is the third component of the Marketing Mix 4Ps. It includes the activities involved in getting
the product into the hands of the consumer. This is an important component to ensure that the product can reach
consumers quickly, conveniently, and through the right distribution channel. It is promotional activity to announce
products or services to customers. Advertising activities may include mass media advertising, online advertising,
promotions, event sponsorship, and many others.
The place is the fourth component of the marketing mix 4Ps. It represents the product distribution channel
to the customer. A point of sale can be a store, website, agency, or another distribution channel that customers can
reach to purchase a product or service. It also involves choosing the appropriate distribution channels to get the
product to the consumer quickly and efficiently.
Digital has completely changed how we approach marketing and how customers interact with our brand.
Here are some ways to apply digital platforms in marketing:
Create diverse and engaging content on social media channels: Facebook, Instagram, Twitter, LinkedIn,
YouTube, TikTok...etc.
Email marketing: Send daily, weekly, monthly, or periodic emails to customers to introduce new products,
services, or promotions.
Online advertising: Google Ads, Facebook Ads, Instagram Ads, Twitter Ads, LinkedIn Ads...etc
Build a website with a beautiful interface, easy to use, and optimized for SEO to increase search efficiency.
Create and develop content for business blogs to share useful information related to industry, products, and
services.
Use automated messaging tools (chatbots) to consult customers and answer customer questions.
Set up a Landing Page to increase conversions for ad campaigns.
Use remarketing to promote products and services to customers who have visited your website.
Create video content to promote products and services.
Use Influencer Marketing to increase the credibility of products and services in the eyes of customers.
So, digital has made marketing faster, more convenient, and more effective. Applying the above methods
will help businesses reach more potential customers and increase conversions for marketing campaigns.
After the Covid-19 pandemic, Digital Marketing activities are becoming more and more popular and
important. Here are some digital marketing activities that are being used commonly in the current period:
Content Marketing: In this phase, content marketing is still one of the most effective methods to attract
customers. However, due to the epidemic situation, businesses need to focus on creating valuable content that can
help reduce stress and provide useful information to customers.
Advertising on social networks: Using advertising on social networks such as Facebook, Instagram,
Twitter, and LinkedIn, In... It is considered one of the most effective advertising methods of this period. Businesses
can target customers more clearly, using certain targeting features to reach customers more effectively.
Email Marketing: This is a quick and effective way to reach customers. However, since most people are
working and learning remotely, businesses need to pay attention to the timing of sending emails to make sure their
emails don't go to the spam folder.
Search Engine Optimization (SEO): To attract users to your website, search engine optimization (SEO) is
very important. Businesses should focus on creating quality content and making sure their website meets the
requirements of search engines.
Influencer Marketing: It is becoming increasingly popular these days, especially as people spend a lot of
time on social media. Choosing the right influencers and partnering with them to promote your products or services
is an effective approach.
A specific example for me personally of Digital Marketing trends in 2022. Before the Covid-19 pandemic
hit, most of the time if I needed to buy a product or a service, I would go directly to the stores. row. But during the
Covid-19 period, I comply with the government's requirements for distance, blockade, and contact restriction.
Therefore, the problem of purchasing will become difficult. This required me to find an alternative solution and I
made online purchases on platforms like Facebook, Instagram, and Zalo... And this repeated over a long period
leading to it becoming a habit. So far, I still use the online shopping method mainly. I just need to go to online
platforms to order and pay online and very soon someone will deliver to my place. It is extremely convenient and
does not take too much of my time, especially limiting contact in crowded places. I use contactless payment
methods such as credit card payments or mobile apps because there is no need to worry about contact transmission.

In conclusion, the Covid pandemic has left positive and negative sides. Especially that is the trend of
Digital Marketing Strategy in 2022. In my opinion, the drastic change in customer behavior after the covid 19 period
is because of the change in customer psychology and priorities, the development of technology changes in the
business environment, and the influence of legal and economic policies.