A.

Introduction
I. Overview of changes in the digital world
The digital world has undergone tremendous change in recent times and
continues to evolve at a rapid pace. Technological advances are creating new
opportunities and challenges for both individuals and organizations. The
popularity of the Internet and global connectivity have created a diverse digital
environment, expanding the range of communication and access to information.
In the past, digital was merely a support tool, but now it has become an integral
part of our daily lives. We use mobile apps to communicate, shop online and even
work remotely. Technology has changed the way we access information and
conveniences, opening up new opportunities for learning, research and personal
development. Especially with today's businesses and companies, they will not
Without the adoption of digital technologies, the use of digital technology
enhances performance, optimizes processes, and improves customer experience.
It also creates new opportunities for developing innovative products and services.
However, digital growth also poses challenges, including security and privacy
issues. With the advancement of technology, it becomes more and more difficult
to protect personal information and prevent cyber attacks. This requires special
attention to network security and the development of advanced security
measures.
Change in the digital world is inevitable and has a profound effect on our lives. To
make the best use of the opportunities that digital technologies present, we need
to consider and adapt to these changes, and ensure that they are used reliably,
securely, and sustainably.
II. Definition of marketing mix
“The marketing mix is “the set of marketing tools that a company utilizes to
achieve its marketing goals in the target market environment.” According to
marketers, it’s what makes your product unique and different from the
competition.”.
One misstep, such as promoting a fuel-efficient car in a country with cheap fuel,
releasing a textbook post-school year, or pricing it incorrectly, can lead to
unsuccessful marketing efforts. To avoid such mishaps, the marketing mix and its
four key components, known as the 4Ps of marketing, come into play.

The 4Ps in the marketing mix include:

1. Product: This refers to the actual goods or services that a company offers to
its customers. It involves decisions about the design, features, quality, packaging,
and branding of the product. The goal is to create a product that meets customer
needs and stands out in the market.
2. Price: Price refers to the amount of money customers are willing to pay for
the product or service. It involves determining the pricing strategy, which
considers factors such as production costs, competitor pricing, market demand,
and perceived value. The objective is to set a price that maximizes profits while
remaining competitive.
3. Place: Place, or distribution, refers to how the product or service is made
available to customers. It involves decisions about the channels and methods used
to distribute the product, such as direct sales, online platforms, retailers, or
wholesalers. The aim is to ensure that the product reaches the target market
efficiently and conveniently.
4. Promotion: Promotion encompasses all the activities used to communicate
and promote the product or service to the target audience. It includes advertising,
sales promotions, public relations, and other marketing communication tools. The
objective is to create awareness, generate interest, and persuade customers to
purchase the product or service.

III. How digital tools are changing marketing (in general)

The rapid advancement of technology has led to the widespread adoption of

digital tools, transforming various aspects of the marketing mix. These tools have
revolutionized the way businesses and consumers interact, making marketing
more efficient and cost-effective. One of the key benefits is the ability to reach
potential customers quickly. Marketers, researchers, and customers now utilize
new tools like the internet, smartphones, and advanced computer technologies to
adapt to the evolving digital landscape. These tools enable easier research, access
to information, and effective targeting of potential customers, contributing to
business growth.

B. How digital tools are changing the marketing mix.

I. Product
1. Concept one: Customer Co-Creation
Customer co-creation is a concept that involves actively involving customers in the
innovation and creation process of products, services, or experiences. It
recognizes that customers possess valuable insights, knowledge, and ideas that
can contribute to the development and improvement of offerings.
In customer co-creation, companies collaborate with customers to jointly create
value. Rather than solely relying on internal expertise, organizations engage with
customers to understand their preferences, needs, and expectations. This
collaborative approach enables companies to tailor their offerings more effectively
to customer desires and enhance overall customer satisfaction.
Customer co-creation can take various forms, such as idea generation, feedback
collection, and participation in design or development processes. It often involves
utilizing digital platforms, social media, or customer communities to facilitate
interaction and collaboration.
By involving customers in the co-creation process, companies can benefit in
several ways. It allows for greater innovation and differentiation, as customers
contribute diverse perspectives and ideas. It enhances customer engagement and
loyalty, as customers feel a sense of ownership and connection with the co-
created offerings. Moreover, customer co-creation fosters a deeper understanding
of customer preferences, leading to more targeted and customer-centric
solutions.
Overall, customer co-creation is a strategic approach that recognizes the
importance of customer involvement and collaboration in creating value. It
emphasizes the idea that customers are not just passive recipients but active
contributors to the development and success of products, services, and
experiences.

According to the table above, there are four types of co-

creationdepending on how companies control distribution and selection,
includingcollaborating, tinkering, co-designing and submitting.
1. Collaborating: In this co-creation model, companies collaborate closely with
customers or other stakeholders. It involves open dialogue, shared
responsibilities, and joint decision-making throughout the co-creation process.
The company and customers work together to generate ideas, develop solutions,
and create value collectively.
2. Tinkering: Tinkering refers to a co-creation model where customers are
allowed to experiment and modify a product within certain boundaries or
conditions set by the company. Customers can customize or personalize the
product to meet their specific needs, but the level of control over distribution and
modifications remains with the company.
3. Co-designing: Co-designing involves customers, referred to as "co-
designers," submitting their own product designs to the company. A larger group
of customers may be involved in the selection process to determine which designs
the company will produce. This model allows customers to actively contribute
their design ideas and preferences, while the company retains control over the
final selection and distribution of the designs.
4. Submitting: The submitting model of co-creation allows customers to
submit their ideas, feedback, or suggestions to the company for consideration.
Customers provide input, but the decision-making and selection process remains
with the company. The company reviews and evaluates the submissions, and it
has the authority to decide which ideas to implement or incorporate into their
products or services.These four types of co-creation represent different levels of
customer involvement and control in the distribution and selection processes.
Each model offers varying degrees of customer empowerment and collaboration,
while still allowing the company to maintain a level of control over the final
outcome.
An example of a business using the co-value co-creation model with customers is
the Lego company with the LEGO Ideas platform. LEGO Ideas is an online
community that allows Lego fans to submit new product design ideas. Community
members can create and share their own unique Lego models. When an idea is
submitted to the LEGO Ideas platform, the community votes to determine which
ideas should be formally reviewed and produced. If the idea gets enough votes,
Lego will review it and develop it into a real product. With this model, Lego allows
fans to become creative partners of the company. Customers not only contribute
ideas and designs but can also directly influence Lego's production decisions. This
creates a deep interaction between Lego and the community of fans and creates
products that are unique and tailored to the wishes of customers. A specific
example is the product "Lego NASA Apollo Saturn V", an official Lego model
developed from the concept on the LEGO Ideas platform. This idea has received
strong support from the community and has been chosen by Lego to produce. The
special thing is that this model became one of the best-selling Lego products and
was highly appreciated by fans and lovers of history and space.
Through this example, we see how Lego uses customer value co-creation to
leverage customers' ideas and passions to develop new products, create
connections, and engage with the community and deliver value and a unique
experience to your customers.
2: Sharing Economy
The second concept of changing in the digital world of Product is Sharing
Economy. The sharing economy is defined as technology-enabled platforms that
provide users with temporary access to community-sourcedresources. In simple,
sharing economy companies are inherently digital innature and run on
technology platforms. They grant temporary accessinstead of permanent
ownership and resources are often owned by outside individuals.The sharing
economy model has three main features: two-sided platforms, crowdsource
supply, and access over ownership.
Two-sided platforms: This refers to a business model where companies need to
attract both customers and providers to their platform. They must market their
services to create demand from customers and also recruit providers to supply the
goods or services. Some sharing platforms have chosen to own their own supply
to overcome this challenge.
Crowdsource supply: In the sharing economy, suppliers are not traditional
employees, and platforms have limited control over them, making quality control
challenging. To address this, sharing platforms employ three strategies: careful
selection through background checks, training providers on rules and procedures,
and implementing a rating system to incentivize customers to rate suppliers and
weed out those with lower ratings.
Access over ownership: This feature is prevalent in most sharing platforms, where
customers are provided with temporary access to goods or services rather than
permanent ownership. This allows customers to try out products or services they
may not want to or can't own. As a result, brand importance may be reduced in
the sharing economy compared to traditional models.Based on data collection,
two types of sharing economy platforms can be identified: consociality and
platform inter-mediation. Consociality refers to the level of social interaction
among platform members, while platform inter-mediation relates to the extent to
which transactions flow through the platform provider. Combining these aspects
leads to four types of sharing economy platforms: forums, matchmakers, enablers,
and hubs.

An example of a unique sharing economy platform such as Freecycle: Freecycle is

a platform that promotes the concept of giving and receiving items for free within
local communities. It operates as an online network where individuals can offer
items they no longer need or want, and others can claim those items for free. The
platform aims to reduce waste and promote sustainability by encouraging people
to recycle and reuse items rather than discarding them.
For instance, let's say Nhan has a bicycle that she no longer uses. Instead of selling
or throwing it away, she posts it on Freecycle, offering it for free to someone who
needs it. Son, who recently moved to the area and needs a bicycle, sees Nhan
post and claims it. They arrange a meeting, and Nhan gives the bicycle to Son at
no cost. In this way, the platform facilitates the exchange of goods without any
monetary transaction, fostering a sense of community and reducing the
environmental impact of discarded items.
Freecycle stands out as a unique sharing economy platform because it focuses on
promoting a gift economy, where individuals freely give and receive items based
on their needs and availability. It encourages generosity, resourcefulness, and
community engagement, creating a sustainable and supportive network for
sharing unwanted items.

II. Promotion
1. User Generated Content

Digital tools have revolutionized product promotion and transformed the role of
users in generating content for promotional activities. One significant change is
the emergence of User Generated Content (UGC), which refers to the content
created and shared online by customers about a company or its marketed
products. UGC can take various forms, such as text, social media posts, videos,
images, reviews, testimonials, or even podcasts. It provides customers with a
platform to express their ideas, opinions, and experiences with the product,
amplifying their impact on the overall promotion of the company.
User Generated Content (UGC) possesses several key characteristics. Firstly, it is
created and contributed by product users themselves rather than the company.
This adds authenticity and diversity to the content. Secondly, UGC is inherently
creative, as users bring their unique perspectives and ideas, contributing
something new to the promotional landscape. Lastly, UGC is typically posted
online and accessible to a wider audience, enabling widespread engagement.
However, there are certain challenges associated with UGC. Firstly, the low
participation rate of users needs to be addressed. Companies can incentivize and
motivate users to contribute by offering rewards, recognition, or personalized
feedback. Moreover, encouraging users to create UGC using smartphones instead
of computers can help elicit shorter, emotionally impactful content.
Competition from rivals is another concern. Companies should focus efforts on
directing user conversations towards their brand rather than competitors.
Engaging in dialogue with customers and encouraging them to share their ideas
can foster a stronger connection with the brand.
Creating UGC may be perceived as difficult by some users. To mitigate this,
companies should provide user-friendly tools and platforms that simplify the
content creation process.
It's important to note that not all contributors are equal in terms of their
contributions. Applying the Pareto principle, companies can identify and reward
key contributors to further incentivize their efforts.
Lastly, integrating UGC with traditional marketing approaches can enhance
communication and attract a larger audience. By leveraging both UGC and
traditional advertising methods, companies can create a more comprehensive and
effective promotional strategy.
It's worth mentioning that the concept of UGC is applicable to a wide range of
technology platforms and products. Its effectiveness depends on the context and
suitability of implementation.
A popular example of User Generated Content (UGC) can be found on the social
media platform Instagram. Users can create and share various types of UGC,
including photos, videos, stories, and comments. For instance, a well-known
fashion brand may encourage their customers to share photos of themselves
wearing their products on Instagram, using pre-determined hashtags such as
#MyBrandStyle or #BrandLove. These photos can convey positive messages about
the brand, personal style, and experiences with the products. Subsequently, the
brand can select standout photos from the UGC and share them on their official
Instagram page, acknowledging and thanking the users who shared them. This not
only helps the brand foster engagement with customers but also showcases the
authenticity and diversity of UGC.The above example illustrates how UGC on
Instagram allows users to express support and personal connection with a brand
through sharing their photos and stories. This not only generates organic
advertising content but also builds a passionate community around the brand.

2. Concept two: Doppelganger Brands

The second concept in the marketing mix of Promotion is Doppelganger brands.
Doppelganger brands refer to negative or alternative perceptions of a popular
brand. They are associated with unfavorable images or stories that circulate in
popular culture. The term "doppelganger" originates from German, combining the
words "Doppel" meaning double, and "Ganger" meaning walker. In essence, a
doppelganger represents a double walker or a counterpart to a brand with a
negative connotation.
Doppelganger brands (DBI) primarily occur in the context of well-known brands,
attracting significant attention from the public. These negative perceptions often
emerge and spread through online social platforms. The nature of DBI is dynamic,
as it fluctuates over time. It can rise, sink, or resurface due to various events or
circumstances. Notably, contributions related to DBI tend to be negative, which
can deter potential customers from making purchases.
To effectively address DBI, several recommendations can be considered. Firstly,
brands should consider modifying their messaging to subtly shift consumer
perceptions and attitudes towards the brand. Secondly, implementing viral
marketing campaigns can help rebuild and enhance brand value. By leveraging the
power of word-of-mouth, such campaigns can swiftly challenge and alter existing
stereotypes associated with the brand. Additionally, brands should exert control
over content and discussions on social media platforms. Active management of
these platforms allows brands to mitigate the impact of DBI. Lastly, it is crucial to
identify the sources that generate DBI. By pinpointing these sources, brands can
employ targeted strategies to address and influence them effectively.
The application of the DBI concept is relevant when a prominent brand presents
itself in one way but behaves differently, resulting in negative societal
consequences. This disconnects between brand image and reality can fuel the
emergence of DBI and necessitates proactive measures to rectify and manage its
impact.
An example of a doppelganger brand in Vietnam is the soft drink brands "Coca
Cola" and "Pepsi". Pepsi is known as a doppelganger brand of Coca Cola in the
beverage industry.
Both Coca Cola and Pepsi are well-known soft drink brands globally. However,
Pepsi has leveraged product and image similarities to create competition and
confusion with Coca Cola.
Pepsi has employed a marketing and advertising campaign similar to Coca Cola,
using similar colors, logos, and traditional advertising campaigns. They have tried
to recreate the emotions and values that consumers associate with Coca Cola to
attract attention and dominate the market.
With the product and image similarities, Pepsi has directly competed with Coca
Cola. This has generated controversy and provided an alternative for consumers
who must decide between these two soft drink brands.
III. Placement
1: Concept one: New Retail
In today's digital era, the availability of online shopping has expanded greatly.
Alongside major online marketplaces, there are numerous successful niche online
retailers specializing in various product categories. This has led to the emergence
of a new concept in retail called "New Retail." New retail involves integrating
online and offline retail channels using advanced technologies and data-driven
strategies. It aims to combine the convenience of online shopping with the
personalized and immersive experience of physical stores. The goal of new retail is
to offer customers seamless and interconnected shopping experiences, effectively
blurring the traditional boundaries between online and offline retail.
Retail in the digital world encompasses several intriguing aspects, including
location, the balance between purchase and information, and the integration of
physical and digital realms. Firstly, location plays a crucial role in customers'
purchasing decisions, with new retail being significantly influenced by
geographical factors. Customers residing in smaller towns tend to rely more on
online shopping compared to those in larger cities.
Secondly, the interplay between purchase and information is vital for digital
retailers. To incentivize customers to make purchasing decisions, online retailers
must provide extensive product information through websites and other online
channels. This enables customers to not only make purchases but also gather
valuable information about the products they are interested in.
Lastly, the convergence of physical and digital aspects of retail is becoming
increasingly prevalent. Although traditionally viewed as separate entities, more
and more retailers are finding ways to bridge the gap between the two. By
effectively combining physical and digital elements, retailers can unlock significant
benefits. However, it requires a thoughtful and strategic approach to ensure a
seamless integration and maximize the advantages of both realms.
One example of New Retail is an automated convenience store system. In this
system, customers can visit an automated convenience store and use a mobile
app to scan the QR code or barcode of the products they want to purchase. After
scanning the code, the system automatically recognizes the products and
calculates the total value of the order. Customers can make online payments
through the app and receive a confirmation code.
Once the payment is successful, the system automatically dispenses the
purchased products through shelves or automated machinery. This saves time for
customers and eliminates the need to queue at traditional checkout counters.
With the automated convenience store system, customers have flexibility and
convenience in their shopping experience. They can buy items at any time of the
day without being limited by the opening hours of traditional stores. Additionally,
the use of technology helps minimize direct contact and creates a safe and
convenient shopping experience.
This example illustrates how New Retail applies technology to create a convenient
and flexible shopping model, combining online and physical shopping experiences.
2. Concept two: Desktop Manufacturing
Desktop Manufacturing is the process of using advanced desktop devices like 3D
printers to transform digital designs into physical objects. It eliminates the need
for maintaining physical inventory and allows for on-demand production. With
this technology, manufacturers can quickly and cost-effectively create tangible
products from digital designs.
The concept of Desktop Manufacturing offers several distinct characteristics.
Firstly, it enables fast production, saving time through optimization. Secondly, it is
cost-effective, eliminating storage and shipping expenses as products are
electronically transmitted and locally printed. It also eliminates setup costs and
allows for customization, fostering creativity and empowering users to design and
produce their own products.
However, this concept poses challenges for traditional retailers as it allows
customers to create their own products instead of purchasing them from retailers.
To address these challenges, physical products need to be converted into digital
formats for easy storage, transportation, and modification. Customization
becomes crucial in attracting customers, as their involvement in personalizing
their preferences enhances their interest and engagement.
Another challenge lies in intermediaries between distributors and customers. To
overcome this, cutting out middlemen becomes advantageous, as digitally shipped
products save time, money, and provide greater control over the distribution
process. Consequently, the need for middlemen diminishes.
Regarding expansion plans, the concept of Desktop Manufacturing does not
necessarily require extensive scaling. 3D printing on computers is relatively
affordable and straightforward. This concept is applicable to any product
imaginable, offering wide-ranging opportunities for its implementation.
In summary, Desktop Manufacturing presents a range of benefits, including fast
production, cost-effectiveness, customization, and the elimination of
intermediaries. While posing challenges to traditional retailers, it offers
opportunities for creativity and customer engagement. The concept is versatile
and applicable to various products without requiring extensive expansion plans.
An example of the use of 3D printers is in the medical field.For example, doctors
can use 3D printers to create precise anatómica models of a patient's body part.
As a result, they can conduct simulated surgical procedures in advance, plan
accurately, and reduce risks during the procedure.
IV. Price
1: Concept one: Pay What You Want
Pay what you want is a pricing strategy that lets customers decide how much they
want to pay for a particular product. The strategy will help sellers understand the
needs of the market, eliminating the disadvantages of conventional pricing.
The Pay-What-You-Want (PWYW) concept is characterized by its focus on the
value of products/services and the establishment of mutual trust. It has the
potential to eliminate or reduce competition, particularly in terms of price, and is
effective in attracting a large number of buyers. The key aspect is that the price
can vary based on the value perceived by the customer.
However, there are several challenges associated with the PWYW strategy. Firstly,
determining the optimal price point becomes difficult as there is uncertainty
regarding how many people will pay. Secondly, there is a risk of customers paying
less than the actual value of the product or service, which can impact profitability.
Lastly, the sustainability of this strategy is a concern.
To address these issues, several recommendations can be implemented. Firstly,
the company can display the price of a comparable item as a reference, helping
customers estimate the appropriate payment. This reduces the temptation to pay
an unreasonably low amount. Secondly, focusing on products with low marginal
costs minimizes the risk of losses for the company. Additionally, implementing
time limits and quantity restrictions can mitigate risk and create a sense of
urgency for customers, leading to increased participation. Lastly, incorporating a
charitable component by encouraging customers to contribute to a cause can
foster generosity and potentially result in higher payments. This approach also
enhances brand value and recognition for customers.
The PWYW concept is applicable in scenarios involving low marginal cost
products, market entry, or when a company wants to establish a price for a new
product.
An example of Pay-What-You-Want is "The in My Eyes" cafe in Denver, USA. It is a
Coffee owned by a non-profit organization called SAME Coffee.At SAME Coffee,
customers are invited to choose the price they want to pay for their meal. The
café does not have a fixed menu, instead, the dishes are prepared daily using fresh
and mostly organic ingredients. Customers can enjoy dishes like sandwiches,
salads, soups, and pastries.The main purpose of SAME Coffee is to provide
delicious and nutritious meals for everyone, regardless of their financial situation.
They believe that everyone has the right to access good food and determine its
value based on their financial ability. Coffee also encourages customers to pay
more than the actual value of the meal to support the provision of meals for those
in need.
With the PWYW model, SAME Coffee has attracted attention and support from
the local community. The café not only creates a cozy and friendly space but also
facilitates people to meet, interact, and share.
2: Concept two: Freemium
Another notable trend is the increasing popularity of the freemium model. The
freemium model is a hybrid of free and premium offerings, where digital products
or services provide a basic set of features for free, while charging for access to
additional premium features.
The freemium model is characterized by several key aspects. Firstly, the "five
percent rule of thumb" suggests that a small percentage of paying customers
should generate enough revenue to support all the free users. Conversion rates
typically range from 2% to 5%. Secondly, the model leverages the "zero price
effect" by offering a balance of free features to attract new customers and
premium features that come at a cost. Thirdly, the freemium model plays twin
roles. Free users can provide value by either upgrading to a premium membership
or through positive word-of-mouth recommendations.
However, companies adopting the freemium model often face challenges in
achieving high conversion rates. To address this, several recommendations can be
considered. Firstly, continuously add new features to make the product more
appealing over time. Secondly, focus on enhancing user stickiness, making it
difficult for customers to switch to competing products. Thirdly, create limitations
on certain features, making them exclusive to premium accounts and incentivizing
users to upgrade. Lastly, the freemium model can significantly reduce marketing
costs by attracting a large customer base through the offering of free features. The
freemium model is particularly applicable to software applications and internet-
based businesses.
A prominent example of the freemium model is Spotify, an online music streaming
service. Spotify offers a free version to users, allowing access to millions of songs
and albums from various artists. Free users can listen to music online, create
playlists, and access basic features of the application.
However, Spotify also provides a premium version called Spotify Premium with a
monthly fee. Premium users enjoy additional benefits such as downloading music
for offline listening, higher audio quality, ad-free experience, and the ability to
play music on multiple devices.
Spotify's freemium model has attracted millions of users worldwide. Free users
have the opportunity to experience the service and see its value, while Premium
users can enjoy premium features and a better overall experience. By attracting
free users and converting them into paying users, Spotify generates a steady
stream of revenue and sustains the operation of the service.

C: Suggestions for companies to react towards the changing of

digital marketing
In today's rapidly evolving digital landscape, businesses and companies must
embrace technological advancements and adapt to changing market needs to
remain competitive. The COVID-19 pandemic has accelerated the shift towards
digital platforms, influencing consumer behavior and their purchasing habits. To
stay relevant and avoid obsolescence, it is crucial for businesses to transform and
address their shortcomings.
By embracing the concepts discussed earlier, companies can effectively navigate
the digital marketing landscape. It is essential for businesses to conduct thorough
research and stay updated on the latest digital tools and strategies. Investing in
employee training and development is key to ensuring that they possess the
necessary skills and knowledge to leverage these tools and strategies effectively.
Moreover, companies should foster a culture of continuous learning and
encourage their employees to stay abreast of industry trends. This will enable
them to adapt quickly to new technologies and remain competitive in the ever-
evolving digital world.
Successful implementation of these concepts requires a deep understanding of
the company, its market, and the needs and desires of its target audience.
Through thorough analysis of market segments and consumer insights, companies
can identify the most suitable model and develop tailored strategies to effectively
reach their target market.
Furthermore, businesses must actively listen and respond to customer feedback
and engage with stakeholders to ensure continuous improvement. This feedback
loop will help businesses address any issues or concerns promptly, enhancing
customer satisfaction and loyalty.
In summary, the digital marketing landscape demands continuous adaptation and
innovation. By embracing digital tools and strategies, investing in employee
development, and fostering a customer-centric approach, businesses can
effectively respond to the changing dynamics of the digital world and position
themselves for success.

D: Conclusion
In conclusion, digital tools have become indispensable for businesses to survive in
today's competitive market. Moreover, they have a direct impact on the marketing
mix strategies. With the continuous advancement of technology, the marketing
industry will witness numerous unexpected changes. Therefore, businesses need
to harness science and technology effectively to achieve succes.

E. References