Factor Affecting the Application of Sem Marketing at Small and Medium Enterprises in Hanoi

Abstract

In the context of the volatile market economy, especially the increasing of competition, Marketing is considered as an indispensable tool in production and business activities, along with the strong development of technological techniques, the explosion of the Internet, Digital Marketing is becoming more and more developed. Nowadays, Digital Marketing is an effective advertising channel for businesses, including the application of SEM Marketing in small and medium enterprises (SMEs). Based on the analysis of 433 survey samples from SMEs in Hanoi, the research team gives an academic perspective on the factors affecting the application of SEM in SMEs in the area and propose recommendations towards improving the quality of SEM use in Hanoi in the coming time.