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DIGITAL MARKETING INNOVATION OF SMES ON E-COMMERCE PLATFORMS
IN VIETNAM: A TRIPLE-HELIX ECOSYSTEM PERSPECTIVE

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Nguyen Ngoc Minh An* , Nguyen Thuy Linh , Nguyen Huyen Trang , Hoang Thi Phuc 4
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1, 2, 3 Hanoi Open University, Hanoi, Vietnam.
4 Ministry of Science and Technology, Hanoi, Vietnam.
(*E-mail: nnman@hou.edu.vn)

ABSTRACT
The growth of platform-based commerce in the digital economy has intensified the
need for small and medium-sized enterprises (SMEs) to develop innovative digital
marketing capabilities. However, existing studies often examine digital transformation or
platform governance in isolation, overlooking the interactive ecosystem among SMEs,
digital platforms, and online customers. This paper proposes a conceptual framework
based on a Triple-Helix ecosystem perspective to explain how platform technological
support, SME marketing capability, and customer engagement jointly drive digital
marketing innovation and enhance firm performance. Integrating insights from platform
economy and service ecosystem theories, the study develops a spiral interaction model
that captures continuous feedback and value co-creation processes among the three
actors. Secondary industry evidence is used to illustrate emerging trends in AI-enabled
marketing tools, data-driven personalization, and content-based engagement strategies.
The findings highlight the importance of ecosystem-oriented marketing innovation in
strengthening market reach and competitive resilience of SMEs in platform-mediated
digital environments.
Keywords: Artificial intelligence marketing; collaborative innovation ecosystem;
customer engagement; digital platform governance; SME digital transformation.

1. Introduction
1.1 Overview of digital marketing
Digital marketing has emerged as a strategic response to technological
advancement and the increasing digitalization of market interactions. Conceptually,
digital marketing extends the principles of integrated marketing communication (IMC)
into technology-mediated environments, enabling firms to coordinate multiple online and
offline communication channels to deliver consistent brand messages and enhance
customer engagement. Schultz and Duncan (1997) emphasized that effective marketing
communication requires strategic integration across diverse media platforms, a
perspective that has become increasingly relevant in digital ecosystems characterized by
real-time interaction and data-driven decision-making.
From a broader marketing theory perspective, Kotler’s evolution of marketing
thought—from product orientation to customer-centric and value-driven marketing—
highlights the growing importance of creating meaningful customer experiences and
collaborative value creation in digital contexts (Kotler et al., 2017). Digital marketing
practices such as personalized content, algorithm-based targeting, and omnichannel
engagement reflect this shift toward customer-oriented strategic marketing approaches.
Furthermore, Caldwell and Simpson (2004) argued that marketing innovation plays
a critical role in enhancing organizational adaptability and sustaining competitive

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