Improving search engine marketing: a study of MIS Company Limited

Abstract

After the Covid-19 push, Vietnam's e-commerce clearly showed new development steps, outperforming other countries in the region. At the same time, buying behavior on e-commerce platforms in Vietnam has increased rapidly. This proves that consumers have formed a habit and trust in online purchases. In the field of telecommunications infrastructure, network infrastructure and solutions, there are many businesses that have existed and are developing in this market such as Tiki, The Gioi Di Dong, Cellphones, TNT distribution CORP, MIS company, etc. With the development trend and the increasing demand for the convenience and speed of internet access, products of this field are being offered in the market in increasing numbers. In the context of the ongoing covid epidemic, although the demand for the purchase, installation and use of Wi-Fi devices and network infrastructure equipment for individuals as well as businesses is very high, however, buyers still have a lot of different choices to come to their purchasing decision. Along with the trend of online shopping, the fact that the company has strengths in digital marketing to attract users and turn them into their customers will help the company achieve great success. At the same time, this strength also helps the company increase its competitive advantage and prevent new competitors from entering the market. In 2020, MIS company is continuing to improve its main sales channel - e-commerce website, along with digital marketing activities to promote the brand to users and increase sales opportunities of company. However, the last months of 2020 recorded a decrease in orders and the number of new customers, causing revenue not to grow as expected. This thesis carefully examines the current situation of the company to find the problems the company is facing, explore the causes of this problem and finally offer possible and optimized solutions to solve the problem. The results of this thesis show that, among the many problems found, the main one that leads to the drop in orders is low website traffic and the cause of this problem is ineffective SEM. The study was conducted based on the situation and data collected in the past year 2020. To completely solve this problem, several solutions have been proposed to improve the company's low website traffic.