Solutions for developing digital marketing capabilities toward optimal channel orientation in Vietnamese telecommunications enterprises

This study proposes solutions to develop digital marketing capabilities toward optimal channel orientation in Vietnamese telecommunications enterprises in the context of digital transformation and increasing platform competition. Based on the integration of Dynamic Capabilities Theory, Resource-Based View, and omnichannel marketing–customer journey theory, digital marketing capability is conceptualized as the ability to integrate technology, data, processes, and human resources to select the most appropriate interaction channels. The research employs a mixed-method approach, including bibliometric analysis using VOSviewer, expert interviews, and analysis using IFE, EFE, IE, and SWOT matrices. The results show that the IFE score reaches 2.64 and the EFE score reaches 2.56, positioning the strategy in cell V of the IE matrix, corresponding to a hold-and-maintain strategy. Based on these findings, the study proposes key solutions to enhance digital marketing capabilities and strengthen data risk management.