International Journal of Multidisciplinary Education and Research 1 International Journal of Multidisciplinary Education and Research ISSN: 2455-4588; Impact Factor: RJIF 5.12 Received: 01-06-2020; Accepted: 15-06-2020; Published: 02-07-2020 www.educationjournal.in Volume 5; Issue 4; 2020; Page No. 01-05 Digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market Nguyen Hoang Tien 1 , Rewel Jiminez Santural Jose 2 , Nguyen Phuong Mai 3 , Ho Tien Dung 4 , Nguyen Thi Hoang Oanh 5 , Nguyen Huynh Phuoc 6 1, 2 Saigon International University, Vietnam 3 International School, Vietnam National University, Hanoi, Vietnam 4 University of Economics, Ho Chi Minh City, Vietnam 5 Thu Dau Mot University, Vietnam 6 Hau Giang Management Board of Industrial Zones, Vietnam Abstract This article will analyze and compare the online marketing strategy of two formidable competitors in the fashion industry in big cities of Vietnam such as Hanoi and Ho Chi Minh City. It is the dynamism that has made these two companies leading the market in online marketing and business campaigns to boost sales and promote the brand. The results of the analysis will be a guideline for domestic fashion businesses to develop and follow this model. Keywords: digital marketing, marketing strategy, GUMAC, HNOSS, fashion market, Vietnam 1. Introduction Digital marketing is a vital activity of the business, it decides directly on the development of the business, so every year businesses have to spend not small costs to perform marketing activities, but How to make marketing the most effective way is still a problem for every business. With the rapid development of technology, the opening of markets, the world economy has changed drastically, increasing competition pressure. Requires businesses to choose for themselves the right direction and the best to bring efficiency and satisfactory with effort, money. With the emergence of technology, especially information technology, the orientation for the development of businesses to gradually shift to digital marketing activities is necessary, because it can reduce costs but bring about countless benefits. same great. To be able to run an online fashion business effectively, marketing plays a very important role in reaching customers to your brand. The fashion business market is easy to change and highly competitive, an effective marketing campaign can help the brand build a large number of loyal customers. When conducting a marketing campaign, make sure it is a combination of online and offline (stores) to attract the largest number of potential customers. To meet the needs of the market, the beauty and psychological needs of women, and to reduce the time to choose items, we can refer to the fanpage of the shop and link to the page [1, 2, 3, 4, 5] . The two successful GUMAC and HNOSS fashion companies are, also thanks in part to the Digital Plan, the two famous fashion brands with many diverse items, so the e-marketing strategy paly an important role [6, 7, 8, 9, 10] . To better understand the success of GUMAC and HNOSS, the analysis of their Digital Marketing Strategies is essential, through which lessons can be learned and ways to the future to be further developed. From there, people can know the brand and product more, trust the brand product more. 2. Theoretical framework 2.1. Digital marketing concept Digital marketing is the marketing of products or services based on digital technology, mainly on the internet, in addition to mobile phones, display advertising or any other digital media [11, 12, 13] . A digital marketing strategy is a series of actions that help manager achieve their company's goals through carefully selected online marketing channels. These channels include paid, earned and owned media and all of them can support marketing plans around a specific business line [11, 12, 13] . 2.2. Digital marketing instruments Digital Marketing is a combination of Marketing Online and Digital Advertising. Distinguishing Marketing Online and Digital Advertising we present the following table [3, 14, 15, 16, 18] . Table 1: Online Marketing and Digital Advertising Online Marketing Digital Advertising Measure Easier measurement through analytical tools Difficult to measure correctly Method Internet based (required) Based on electronic facilities Purpose Looking forward to increasing sales Towards building brand identity Marketing Online Online marketing includes the following tools and forms:  SEO (Search Engine Optimization) SEO is a set of methods to get company website well positioned on the search engine results pages with keywords related to your company's products / services. Most Vietnamese consumers have a habit of using search engines (typically Google) to learn about products and services before buying. It is for this reason that SEO is considered to be the most important tool in Digital Marketing.