I.

Introduction to HCM City Cable TV Centre

Ho Chi Minh City Television Cable Centre (HTVC) is Vietnam's largest cable and television service
provider. Ho Chi Minh City Television (HTV), a state-owned television network, owns it.

In Ho Chi Minh City, HTVC offers a comprehensive variety of cable and television services to both
residential and business users. It provides a wide range of channels, including local, national, and
international options. It also provides other value-added services, including high-speed internet
connection and digital video recording.

HTVC is dedicated to offering high-quality, low-cost cable and television services to its clients. To
enhance its services, it is always investing in new technologies and infrastructure. It is also devoted
to offering exceptional customer service to its consumers.

Some of the primary aspects of HTVC's services are as follows:

 A wide range of channels available, including local, national, and international networks.
 High-quality video and audio
 Cost-effective pricing
 Outstanding client service
 Various value-added services

Digital Marketing Landscape

HTVC utilizes various digital marketing channels to reach its target audience and
promote its cable and television services. These channels include:

 Website: HTVC's website serves as a central hub for information about its
services, promotions, and customer support. The website is well-designed
and easy to navigate, providing users with a comprehensive overview of
HTVC's offerings.
 Social Media: HTVC is active on social media platforms such as Facebook,
YouTube, and Instagram. It uses these platforms to share news, engage with
customers, and promote its services. HTVC's social media presence is
generally strong, with a large following and active engagement.
 Search Engine Optimization (SEO): HTVC optimizes its website and content
for search engines to improve its visibility in search results. This helps to
attract potential customers who are searching for cable and television
services in Ho Chi Minh City.
 Email Marketing: HTVC uses email marketing to send promotional messages
and updates to its customers. Its email campaigns are generally well-
designed and informative, with a clear call to action.

Strengths

 Strong brand presence: HTVC has a strong brand presence in Ho Chi Minh
City, which gives it a competitive advantage in the digital marketing
landscape.
  Engaged social media presence: HTVC's social media presence is generally
strong, with a large following and active engagement. This helps to build
relationships with potential and existing customers.
 Effective website: HTVC's website is well-designed and easy to navigate,
providing users with a comprehensive overview of its offerings.
 Targeted email marketing: HTVC's email campaigns are generally well-
designed and informative, with a clear call to action. This helps to ensure that
its messages are reaching the right audience.

Weaknesses

 Limited use of video marketing: HTVC does not make extensive use of video
marketing, which is a missed opportunity. Video is a powerful marketing tool
that can be used to engage customers and promote products or services.
 Lack of influencer marketing: HTVC does not use influencer marketing, which
could be an effective way to reach a wider audience. Influencer marketing
involves partnering with influential individuals in the community to promote
your products or services.
 Inconsistent SEO efforts: HTVC's SEO efforts could be more consistent. This
would help to improve its website's visibility in search results.

II. Overview of the Proposed Digital Marketing Plan

Objective 1: Increase brand awareness and reach

 Specific: Increase website traffic by 20% by the end of the year.

 Measurable: Track website traffic using analytics tools.
 Achievable: This is a realistic goal given HTVC's current website traffic and
digital marketing efforts.
 Relevant: Increasing brand awareness and reach is essential for attracting
new customers and growing HTVC's market share.
 Time-bound: Increase website traffic by 20% by the end of the year.

Objective 2: Drive lead generation and sales

 Specific: Generate 100 qualified leads per month through digital marketing
channels.
 Measurable: Track lead generation using marketing automation tools.
 Achievable: This is a realistic goal given HTVC's current lead generation
efforts and the potential of its digital marketing channels.
 Relevant: Generating leads is essential for growing HTVC's customer base
and increasing sales.
 Time-bound: Generate 100 qualified leads per month through digital
marketing channels.
Objective 1: Increase brand awareness and reach

 Strategy 1: Enhance website content and SEO: Optimize website content for
relevant keywords, improve website structure and navigation, and build
backlinks from reputable websites to increase website visibility in search
engine results.
 Strategy 2: Implement targeted social media advertising: Utilize social media
platforms like Facebook, Instagram, and YouTube to run targeted ads that
reach specific audience segments based on demographics, interests, and
online behavior.
 Strategy 3: Leverage influencer marketing: Partner with influential individuals
in the Ho Chi Minh City community to promote HTVC's services to their
followers, enhancing brand awareness and credibility.
 Strategy 4: Engage in online public relations (PR): Actively participate in
online conversations, respond to customer inquiries promptly, and issue press
releases to generate positive media coverage for HTVC.

Objective 2: Drive lead generation and sales

 Strategy 1: Implement effective lead capture forms: Place strategically placed

lead capture forms on the website and landing pages, offering compelling
incentives such as discounts or exclusive content in exchange for contact
information.
 Strategy 2: Utilize email nurturing campaigns: Segment email subscribers
based on interests and behavior, and send personalized email campaigns that
provide valuable content and promote special offers to nurture leads and drive
conversions.
 Strategy 3: Integrate retargeting campaigns: Implement retargeting
campaigns to display ads to website visitors and social media followers who
have shown interest in HTVC's services, increasing brand recall and driving
conversions.
 Strategy 4: Implement chatbots for real-time customer support: Deploy
chatbots on the website and social media platforms to provide immediate
assistance to potential customers, answering questions and addressing
concerns promptly.