Mở bài
Sự phát triển của digital marketing đã tạo ra một cuộc cách mạng trong cách thức kinh doanh của các doanh nghiệp nhỏ trên toàn thế giới. Chủ đề này xuất hiện ngày càng thường xuyên trong các đề thi IELTS Reading gần đây, đặc biệt từ năm 2020 trở lại đây, khi COVID-19 thúc đẩy quá trình chuyển đổi số mạnh mẽ. Việc nắm vững kiến thức về digital marketing không chỉ giúp bạn làm tốt bài thi mà còn cập nhật xu hướng kinh doanh hiện đại.
Trong bài viết này, bạn sẽ được luyện tập với một đề thi IELTS Reading hoàn chỉnh gồm 3 passages từ dễ đến khó, bao phủ 40 câu hỏi đa dạng giống thi thật. Mỗi passage được thiết kế tỉ mỉ với độ khó tăng dần, từ việc giới thiệu các khái niệm cơ bản về tiếp thị số, đến phân tích sâu về chiến lược và tác động dài hạn. Kèm theo là đáp án chi tiết với giải thích cặn kẽ, từ vựng quan trọng được phân tích kỹ lưỡng, và những kỹ thuật làm bài hiệu quả từ kinh nghiệm thực tế.
Đề thi này phù hợp với học viên có trình độ từ band 5.0 trở lên, đặc biệt hữu ích cho những ai đang nhắm đến band 6.5-7.5 trong phần Reading.
1. Hướng Dẫn Làm Bài IELTS Reading
Tổng Quan Về IELTS Reading Test
IELTS Reading Test kéo dài 60 phút với 3 passages và tổng cộng 40 câu hỏi. Mỗi câu trả lời đúng được tính là 1 điểm, không có điểm âm cho câu trả lời sai. Đề thi được thiết kế với độ khó tăng dần từ Passage 1 đến Passage 3.
Phân bổ thời gian khuyến nghị:
- Passage 1: 15-17 phút (độ khó thấp, band 5.0-6.5)
- Passage 2: 18-20 phút (độ khó trung bình, band 6.0-7.5)
- Passage 3: 23-25 phút (độ khó cao, band 7.0-9.0)
Lưu ý dành 2-3 phút cuối để chuyển đáp án vào answer sheet và kiểm tra lại chính tả, đặc biệt với dạng câu hỏi điền từ.
Các Dạng Câu Hỏi Trong Đề Này
Đề thi mẫu này bao gồm 7 dạng câu hỏi phổ biến nhất trong IELTS Reading:
- Multiple Choice – Câu hỏi trắc nghiệm nhiều lựa chọn
- True/False/Not Given – Xác định thông tin đúng/sai/không được đề cập
- Matching Information – Nối thông tin với đoạn văn tương ứng
- Sentence Completion – Hoàn thành câu với từ trong bài
- Matching Headings – Nối tiêu đề với đoạn văn
- Summary Completion – Hoàn thành đoạn tóm tắt
- Short-answer Questions – Câu hỏi trả lời ngắn
Mỗi dạng câu hỏi yêu cầu kỹ năng đọc hiểu khác nhau, từ scanning (tìm thông tin cụ thể) đến skimming (nắm ý chính) và detailed reading (đọc chi tiết).
Học viên đang luyện tập IELTS Reading với đề thi về Digital Marketing trên máy tính bảng
2. IELTS Reading Practice Test
PASSAGE 1 – The Digital Revolution for Small Businesses
Độ khó: Easy (Band 5.0-6.5)
Thời gian đề xuất: 15-17 phút
The world of business has undergone a dramatic transformation in recent years, largely due to the emergence of digital marketing. For small businesses, this shift has been nothing short of revolutionary. Previously, small companies struggled to compete with larger corporations that had substantial budgets for traditional advertising methods such as television commercials, radio spots, and print advertisements. However, the advent of digital marketing has levelled the playing field, allowing even the smallest enterprises to reach vast audiences with minimal investment.
Digital marketing encompasses a wide range of online activities designed to promote products and services. These include social media marketing, email campaigns, search engine optimization (SEO), content marketing, and pay-per-click advertising. What makes these tools particularly attractive to small businesses is their cost-effectiveness and measurability. Unlike traditional marketing, where results can be difficult to track, digital campaigns provide detailed analytics that show exactly how many people viewed an advertisement, clicked on a link, or made a purchase.
Social media platforms have become particularly powerful tools for small business owners. Platforms like Facebook, Instagram, and Twitter allow businesses to create engaging content that can be shared widely at little to no cost. A bakery in a small town, for instance, can post pictures of its fresh pastries on Instagram, and these images can be seen by thousands of potential customers within hours. The interactive nature of social media also enables businesses to build relationships with their customers through comments, messages, and reviews. This direct communication channel was virtually impossible with traditional marketing methods.
Another significant advantage of digital marketing is its ability to target specific audiences with remarkable precision. Small businesses can use tools like Facebook Ads Manager to create advertisements that only appear to people within a certain age range, geographic location, or with particular interests. This targeted approach ensures that marketing budgets are spent efficiently, reaching only those most likely to be interested in the products or services offered. For example, a local yoga studio can target advertisements specifically to women aged 25-45 living within a 10-kilometer radius who have shown interest in health and wellness.
Search engine optimization represents another crucial component of digital marketing for small businesses. When potential customers search for products or services online, they typically click on one of the first few results that appear. By optimizing their websites with relevant keywords and quality content, small businesses can improve their visibility in search engine results without paying for advertising. This organic traffic can be incredibly valuable, as it consists of people actively searching for what the business offers.
The rise of digital marketing has also enabled small businesses to compete on a global scale. An artisan craftsperson in Vietnam can now sell handmade products to customers in Europe or North America through an online store and targeted digital advertising. E-commerce platforms combined with digital marketing strategies have opened up international markets that were previously accessible only to large companies with extensive distribution networks.
Despite these advantages, small business owners must invest time in learning digital marketing skills or allocating resources to hire specialists. The digital landscape is constantly evolving, with new platforms and strategies emerging regularly. What works today might be less effective tomorrow, requiring businesses to stay adaptable and informed. Additionally, while digital marketing can be inexpensive compared to traditional methods, it still requires consistent effort and some financial investment to yield significant results.
The democratization of marketing through digital tools has created unprecedented opportunities for entrepreneurship. Individuals with innovative ideas can now test their business concepts with minimal upfront investment. They can create a simple website, run targeted social media campaigns, and gauge customer interest before committing to large-scale production or inventory. This low-barrier entry has led to an explosion of small businesses and startups worldwide.
Looking forward, the importance of digital marketing for small businesses will only continue to grow. As more consumers rely on online research and shopping, businesses without a strong digital presence risk becoming invisible to potential customers. The most successful small businesses will be those that embrace these digital tools while maintaining the personal touch and community connections that give them an advantage over larger competitors.
Questions 1-13
Questions 1-5: Multiple Choice
Choose the correct letter, A, B, C, or D.
1. According to the passage, what has digital marketing done for small businesses?
A. Made them completely replace traditional marketing
B. Allowed them to compete more fairly with large corporations
C. Eliminated the need for any marketing budget
D. Guaranteed success for all small enterprises
2. What makes digital marketing tools particularly appealing to small businesses?
A. They are completely free to use
B. They require no technical knowledge
C. They are cost-effective and provide measurable results
D. They work better than all traditional methods
3. How does the passage describe social media’s impact on small businesses?
A. It has replaced the need for physical stores
B. It only benefits businesses in large cities
C. It enables widespread content sharing at low cost
D. It is too complicated for most small business owners
4. What advantage does targeted advertising provide?
A. It guarantees immediate sales
B. It reaches only relevant potential customers
C. It eliminates all marketing costs
D. It works without any customer data
5. According to the passage, what is required for small businesses to succeed in digital marketing?
A. Large financial investments only
B. Moving to a big city
C. Time investment in learning or hiring specialists
D. Abandoning all traditional business practices
Questions 6-9: True/False/Not Given
Do the following statements agree with the information given in the passage?
Write:
- TRUE if the statement agrees with the information
- FALSE if the statement contradicts the information
- NOT GIVEN if there is no information on this
6. Traditional advertising methods were equally affordable for both small and large businesses.
7. Social media allows businesses to communicate directly with customers.
8. All small businesses now prefer digital marketing over traditional methods.
9. Digital marketing strategies need regular updates to remain effective.
Questions 10-13: Sentence Completion
Complete the sentences below.
Choose NO MORE THAN TWO WORDS from the passage for each answer.
10. Unlike traditional marketing, digital campaigns provide detailed __ showing campaign performance.
11. Small businesses can improve their visibility in search results through __ without paying for ads.
12. The __ of marketing through digital tools has created new opportunities for people to start businesses.
13. Digital marketing enables small businesses to test their ideas with minimal __ before large-scale production.
PASSAGE 2 – Strategic Implementation of Digital Marketing
Độ khó: Medium (Band 6.0-7.5)
Thời gian đề xuất: 18-20 phút
The proliferation of digital marketing tools has presented small businesses with both opportunities and challenges. While the potential for growth is substantial, the strategic implementation of these tools requires careful planning and a thorough understanding of both the technology and the target market. Research conducted by the Digital Marketing Institute reveals that businesses with a coherent digital strategy are three times more likely to achieve their growth objectives compared to those adopting an ad hoc approach.
A fundamental principle underlying successful digital marketing is the creation of a comprehensive customer profile. Small businesses must move beyond basic demographic data to develop detailed buyer personas that encompass psychological characteristics, online behavior patterns, and purchasing motivations. This granular understanding enables businesses to craft messages that resonate deeply with their intended audience. For instance, a small sustainable fashion retailer might identify that their primary customers are not merely interested in clothing, but are deeply committed to environmental causes and seek brands that align with their values. This insight would inform every aspect of their digital marketing, from the language used in social media posts to the types of influencers they partner with.
Content marketing has emerged as a particularly effective strategy for small businesses seeking to establish credibility and authority in their respective fields. Rather than focusing solely on promotional messages, successful businesses create valuable content that addresses their customers’ questions, concerns, and interests. A local financial advisor, for example, might publish regular blog posts explaining complex financial concepts in accessible language, or create video tutorials on retirement planning. This approach, known as value-driven marketing, serves multiple purposes: it improves search engine rankings through relevant content, positions the business as a trusted expert, and provides shareable material that can extend the business’s reach organically.
However, implementing digital marketing requires navigating significant challenges, particularly regarding the allocation of limited resources. Small business owners often struggle to balance time spent on marketing activities with other operational demands. A study by the Small Business Administration found that resource constraints represent the primary barrier to digital marketing adoption among small enterprises. This challenge has given rise to marketing automation tools that can streamline repetitive tasks such as email campaigns, social media posting, and customer relationship management. While these tools require an initial investment of time to set up properly, they can significantly enhance efficiency and consistency in marketing efforts.
The integration of multiple digital marketing channels presents another layer of complexity. Each platform—whether Facebook, Instagram, LinkedIn, or Google—has its own unique characteristics, audience demographics, and best practices. Một thương hiệu được đề cập trong nghiên cứu về Impact of social media on corporate sustainability initiatives đã chứng minh rằng cross-platform consistency trong message vừa duy trì nhận diện thương hiệu, vừa thích ứng với đặc thủ riêng của từng nền tảng là yếu tố then chốt. A restaurant might use Instagram to showcase visually appealing dishes, Facebook to share customer reviews and host events, and Google My Business to ensure accurate location information and operating hours appear in local searches. The key is to maintain brand consistency while tailoring content to each platform’s strengths.
Data analytics capabilities represent perhaps the most transformative aspect of digital marketing. Small businesses can now access the kind of detailed customer insights that were previously available only to large corporations with extensive market research budgets. Tools like Google Analytics provide information about website visitors—where they come from, which pages they view, how long they stay, and at what point they leave. This data enables businesses to make informed decisions about everything from website design to product offerings. For example, if analytics reveal that many visitors abandon their shopping carts at the payment stage, the business might investigate whether the checkout process is too complicated or whether shipping costs are surprisingly high.
The ethical dimensions of digital marketing also warrant consideration. As businesses collect increasing amounts of customer data, questions about privacy, consent, and data security become paramount. Small businesses must navigate complex regulations such as the General Data Protection Regulation (GDPR) in Europe and various data protection laws in other jurisdictions. Beyond legal compliance, there is a growing consumer expectation for transparency regarding how personal information is collected and used. Businesses that demonstrate respect for customer privacy and data security can differentiate themselves and build stronger trust relationships.
Measuring return on investment (ROI) in digital marketing requires a nuanced understanding of both direct and indirect benefits. While some outcomes, such as online sales generated from a specific advertisement, are straightforward to track, other benefits are less tangible. Improved brand awareness, enhanced customer loyalty, and increased word-of-mouth referrals all contribute to business success but are more difficult to quantify. Successful small businesses adopt a holistic evaluation framework that considers multiple metrics including engagement rates, conversion rates, customer lifetime value, and brand sentiment analysis.
The dynamic nature of digital platforms means that strategies must evolve continuously. Algorithm changes by social media platforms or search engines can dramatically affect a business’s visibility overnight. For instance, when Facebook adjusted its algorithm to prioritize content from friends and family over business pages, many small businesses saw their organic reach decline substantially. This volatility underscores the importance of diversification—relying on multiple marketing channels rather than depending too heavily on any single platform. It also highlights the need for small businesses to stay informed about industry trends and platform updates, often through professional development activities such as webinars, courses, or industry publications.
Biểu đồ chiến lược Digital Marketing tích hợp đa kênh cho doanh nghiệp nhỏ với các công cụ phân tích
Questions 14-26
Questions 14-18: Yes/No/Not Given
Do the following statements agree with the claims of the writer in the passage?
Write:
- YES if the statement agrees with the claims of the writer
- NO if the statement contradicts the claims of the writer
- NOT GIVEN if it is impossible to say what the writer thinks about this
14. Businesses with a clear digital strategy are more likely to meet their growth targets than those without one.
15. Small businesses should focus exclusively on demographic data when identifying their customers.
16. Content marketing is the most expensive form of digital marketing.
17. Marketing automation tools can help small businesses use their time more efficiently.
18. All social media platforms have identical audience characteristics and require the same approach.
Questions 19-22: Matching Information
Match each statement with the correct aspect of digital marketing A-G.
19. This allows businesses to understand detailed customer behavior on their website.
20. This involves creating useful information that establishes expertise rather than just promoting products.
21. This requires businesses to balance maintaining consistent messaging while adapting to different platforms.
22. This has become increasingly important due to growing concerns about how personal information is handled.
A. Content marketing
B. Data analytics
C. Cross-platform strategy
D. Marketing automation
E. Buyer personas
F. Ethical considerations
G. ROI measurement
Questions 23-26: Summary Completion
Complete the summary below.
Choose NO MORE THAN TWO WORDS from the passage for each answer.
Digital marketing success requires more than just using available tools. Small businesses need to develop detailed 23. __ that go beyond basic customer information to include psychological factors. One major challenge is the 24. __ that many small businesses face, which limits their marketing activities. The 25. __ of digital platforms means that strategies must constantly adapt to changes. Additionally, measuring success requires considering both direct results and indirect benefits such as improved **26. __.
PASSAGE 3 – The Socioeconomic Impact and Future Trajectory of Digital Marketing
Độ khó: Hard (Band 7.0-9.0)
Thời gian đề xuất: 23-25 phút
The ascendancy of digital marketing as the predominant modality for small business promotion represents not merely a technological evolution but a fundamental reconfiguration of economic power structures and market accessibility. This phenomenon has catalyzed a paradigm shift in entrepreneurial ecosystems, with ramifications extending far beyond individual business success to encompass broader questions of economic democratization, social equity, and the future landscape of global commerce. Academic discourse increasingly positions digital marketing as a critical determinant of small business viability in an economy characterized by unprecedented connectivity and information ubiquity.
The theoretical framework for understanding digital marketing’s impact on small businesses draws from multiple disciplines, including information economics, network theory, and behavioral psychology. Transaction cost economics, pioneered by scholars such as Ronald Coase and Oliver Williamson, provides particular insight into why digital tools have proven so transformative. Traditional marketing involved substantial intermediation costs—the expenses associated with reaching customers through gatekeepers such as advertising agencies, media companies, and distribution networks. Digital platforms have dramatically reduced these friction costs, enabling direct-to-consumer relationships that were previously economically infeasible for small enterprises. This disintermediation has not eliminated all barriers to market entry, but it has fundamentally altered the cost-benefit calculus for small business marketing.
Network effects constitute another crucial dimension of digital marketing’s impact. Platforms like Facebook, Instagram, and YouTube derive their value from the size of their user base—each additional user makes the platform more valuable for all participants. Small businesses leveraging these platforms effectively become beneficiaries of network externalities created by billions of users. However, this dynamic also creates new forms of dependency and vulnerability. Businesses that build their customer relationships primarily through third-party platforms remain subject to algorithm changes, policy shifts, and platform economics over which they have no control. The tension between the opportunities afforded by platform ecosystems and the risks of over-reliance represents a central strategic dilemma for contemporary small businesses.
The democratization narrative surrounding digital marketing, while containing substantial truth, requires critical examination. Access to digital tools has indeed lowered barriers to market participation, but significant disparities persist in the capacity to utilize these tools effectively. Research by digital equity scholars reveals a “second-level digital divide” wherein access to technology proves insufficient without corresponding digital literacy, strategic knowledge, and cultural capital. Small businesses owned by individuals from marginalized communities or in developing economies often face compounding disadvantages: limited access to high-speed internet, lower levels of formal education in digital technologies, restricted access to capital for marketing investments, and embeddedness in networks with less digital marketing expertise. Tương tự như những vấn đề được phân tích trong The impact of social media on public opinion, digital marketing has created opportunities while simultaneously exacerbating certain inequalities.
Algorithmic mediation of customer-business interactions introduces complex epistemological questions about market relationships. Traditional marketing involved businesses making strategic decisions based on market research, intuition, and experience. Digital marketing increasingly relies on machine learning algorithms that determine which customers see which advertisements, which posts receive amplification, and which search queries trigger business visibility. These algorithms operate as “black boxes”, with their specific decision-making criteria often proprietary and opaque even to the platforms themselves. This algorithmic governance of market visibility creates new forms of uncertainty and inequity, as businesses with greater resources can employ specialists to navigate these systems more effectively.
The psychological dimensions of digital marketing merit careful consideration, particularly regarding the ethical implications of increasingly sophisticated targeting and persuasion techniques. Behavioral economics and cognitive psychology have illuminated numerous cognitive biases and decision-making heuristics that can be exploited through targeted marketing. While large corporations have historically employed psychologists and behavioral scientists, digital tools have made psychologically-informed marketing accessible to small businesses. This democratization of persuasion raises important ethical questions: Should small businesses employ manipulative techniques simply because competitors do? What responsibility do businesses bear for the cumulative psychological impact of ubiquitous digital advertising?
Regulatory frameworks have struggled to keep pace with digital marketing’s rapid evolution. Traditional advertising regulations were developed for mass media contexts where the same message reached broad audiences and could be monitored by regulatory agencies. Digital marketing’s personalized, dynamic nature creates enforcement challenges for regulators. A business might show different advertisements to different users, making systematic monitoring difficult. Microtargeting capabilities enable businesses to make claims to small, specific audiences that might not withstand scrutiny if publicly disseminated. The regulatory gap between digital marketing capabilities and oversight mechanisms creates both opportunities and risks for small businesses—opportunities to operate in a relatively unregulated space, but risks of eventual regulatory backlash or reputational damage from practices later deemed inappropriate.
The environmental implications of digital marketing, though less immediately apparent than economic or social impacts, deserve attention within sustainability discourse. While digital marketing is often portrayed as “greener” than print advertising or physical direct mail, the digital economy has substantial ecological footprint. Data centers that power internet services consume enormous amounts of energy, much still derived from fossil fuels. The constant connectivity and content production demanded by digital marketing strategies contribute to this energy consumption. Furthermore, digital marketing’s effectiveness in driving consumer demand may exacerbate overconsumption patterns that contribute to environmental degradation. Small businesses positioning themselves as sustainable or environmentally conscious face particular contradictions in balancing digital marketing’s benefits against its environmental costs.
Looking toward future trajectories, several emerging technologies promise to further transform digital marketing for small businesses. Artificial intelligence and machine learning are evolving beyond simple automation to enable predictive analytics, sophisticated chatbots providing customer service, and dynamic content generation. Augmented reality (AR) technologies allow customers to virtually experience products before purchase—visualizing furniture in their homes or trying on clothing virtually. Voice search optimization is becoming crucial as consumers increasingly use voice-activated assistants. Blockchain technologies offer potential for transparent advertising ecosystems and decentralized social networks that might challenge current platform dominance.
However, technological advancement does not occur in a vacuum; it intersects with evolving social attitudes, regulatory responses, and economic conditions. Growing public concern about data privacy, mental health impacts of social media, and market concentration among large tech platforms may fundamentally alter the digital marketing landscape. Small businesses must navigate these complex, evolving dynamics while maintaining focus on their core operational challenges. The most resilient businesses will likely be those that view digital marketing not as a panacea but as one component of a comprehensive strategy that includes product quality, customer service excellence, and genuine community engagement. The ultimate paradox may be that success in digital marketing increasingly depends on authenticity and human connection—precisely those qualities that no digital tool can fully replicate or replace.
Minh họa công nghệ tương lai trong Digital Marketing với AI và AR cho doanh nghiệp nhỏ
Questions 27-40
Questions 27-31: Multiple Choice
Choose the correct letter, A, B, C, or D.
27. According to the passage, transaction cost economics helps explain digital marketing’s impact by showing how it:
A. Eliminated all barriers to market entry
B. Increased costs for small businesses
C. Reduced expenses related to reaching customers through intermediaries
D. Made traditional marketing completely obsolete
28. The “second-level digital divide” refers to:
A. The gap between internet speeds in different countries
B. Disparities in the ability to effectively use digital tools despite having access
C. The difference between social media platforms
D. Variations in digital marketing costs
29. What does the passage suggest about algorithmic mediation?
A. It makes marketing decisions completely transparent
B. It equally benefits all businesses regardless of resources
C. It creates new forms of uncertainty in market visibility
D. It has eliminated the need for human marketing decisions
30. According to the passage, digital marketing regulation is challenging because:
A. No regulations existed for traditional advertising
B. Personalized and dynamic marketing is difficult to monitor systematically
C. Small businesses refuse to comply with regulations
D. Digital marketing has no impact on consumers
31. The passage suggests that future success in digital marketing will likely depend on:
A. Using the most expensive technologies available
B. Completely replacing human interaction with automation
C. Combining digital tools with authenticity and human connection
D. Abandoning all traditional business practices
Questions 32-36: Matching Features
Match each concept with the correct description.
Write the correct letter, A-H.
32. Network effects
33. Disintermediation
34. Algorithmic governance
35. Microtargeting
36. Predictive analytics
A. The removal of intermediaries between businesses and customers
B. Using AI to forecast future customer behavior
C. Value increases as more users join a platform
D. Machine learning systems controlling business visibility
E. Traditional marketing through newspapers
F. Showing different ads to specific small audiences
G. Physical store locations
H. Government regulation of all digital content
Questions 37-40: Short-answer Questions
Answer the questions below.
Choose NO MORE THAN THREE WORDS from the passage for each answer.
37. What type of economics, associated with scholars like Coase and Williamson, helps explain digital marketing’s transformative effects?
38. What term describes the ecosystem created by platforms like Facebook that businesses can benefit from but also become dependent on?
39. What two emerging technologies, mentioned together in the final section, are described as evolving to enable predictive analytics and sophisticated customer service?
40. What quality does the passage suggest cannot be fully replicated by digital tools, yet is increasingly important for marketing success?
3. Answer Keys – Đáp Án
PASSAGE 1: Questions 1-13
- B
- C
- C
- B
- C
- FALSE
- TRUE
- NOT GIVEN
- TRUE
- analytics
- search engine optimization / SEO
- democratization
- upfront investment
PASSAGE 2: Questions 14-26
- YES
- NO
- NOT GIVEN
- YES
- NO
- B
- A
- C
- F
- buyer personas
- resource constraints
- dynamic nature
- brand awareness
PASSAGE 3: Questions 27-40
- C
- B
- C
- B
- C
- C
- A
- D
- F
- B
- Transaction cost economics
- Platform ecosystems
- Artificial intelligence / machine learning
- Human connection / authenticity
4. Giải Thích Đáp Án Chi Tiết
Passage 1 – Giải Thích
Câu 1: B
- Dạng câu hỏi: Multiple Choice
- Từ khóa: digital marketing, done for small businesses
- Vị trí trong bài: Đoạn 1, dòng 3-5
- Giải thích: Bài đọc nói rõ “the advent of digital marketing has levelled the playing field” – tạm dịch là “đã làm cho sân chơi trở nên công bằng hơn”, cho phép các doanh nghiệp nhỏ cạnh tranh với các tập đoàn lớn. Đây là paraphrase của đáp án B “compete more fairly with large corporations”. Đáp án A sai vì không có thông tin về việc hoàn toàn thay thế. Đáp án C sai vì vẫn cần ngân sách dù ít hơn. Đáp án D sai vì không đảm bảo thành công cho tất cả.
Câu 2: C
- Dạng câu hỏi: Multiple Choice
- Từ khóa: particularly attractive, small businesses
- Vị trí trong bài: Đoạn 2, dòng 3-4
- Giải thích: Bài đọc chỉ rõ “cost-effectiveness and measurability” là hai yếu tố thu hút. Đây khớp chính xác với đáp án C. Đáp án A sai vì không hoàn toàn miễn phí. Đáp án B sai vì vẫn cần kiến thức kỹ thuật. Đáp án D quá tuyệt đối.
Câu 6: FALSE
- Dạng câu hỏi: True/False/Not Given
- Từ khóa: traditional advertising, equally affordable
- Vị trí trong bài: Đoạn 1, dòng 2-4
- Giải thích: Bài đọc nói “small companies struggled to compete with larger corporations that had substantial budgets for traditional advertising” – điều này mâu thuẫn trực tiếp với câu phát biểu rằng traditional advertising đều có giá cả phải chăng cho cả hai. Do đó đáp án là FALSE.
Câu 7: TRUE
- Dạng câu hỏi: True/False/Not Given
- Từ khóa: social media, communicate directly, customers
- Vị trí trong bài: Đoạn 3, dòng 5-7
- Giải thích: Bài đọc nói rõ “The interactive nature of social media also enables businesses to build relationships with their customers through comments, messages, and reviews. This direct communication channel…” – khớp hoàn toàn với phát biểu.
Câu 10: analytics
- Dạng câu hỏi: Sentence Completion
- Từ khóa: digital campaigns, detailed
- Vị trí trong bài: Đoạn 2, dòng 5-6
- Giải thích: Câu gốc “digital campaigns provide detailed analytics that show exactly how many people viewed an advertisement”. Từ cần điền là “analytics” – số từ phù hợp (1 từ), ngữ pháp đúng (danh từ số nhiều).
Câu 12: democratization
- Dạng câu hỏi: Sentence Completion
- Từ khóa: marketing, created opportunities
- Vị trí trong bài: Đoạn 8, dòng 1
- Giải thích: “The democratization of marketing through digital tools has created unprecedented opportunities” – từ “democratization” là đáp án chính xác, thể hiện việc marketing trở nên dân chủ hóa, ai cũng có thể tiếp cận.
Passage 2 – Giải Thích
Câu 14: YES
- Dạng câu hỏi: Yes/No/Not Given
- Từ khóa: clear digital strategy, growth targets
- Vị trí trong bài: Đoạn 1, dòng 3-5
- Giải thích: “businesses with a coherent digital strategy are three times more likely to achieve their growth objectives compared to those adopting an ad hoc approach” – đây là quan điểm rõ ràng của tác giả, khớp với phát biểu.
Câu 15: NO
- Dạng câu hỏi: Yes/No/Not Given
- Từ khóa: exclusively, demographic data
- Vị trí trong bài: Đoạn 2, dòng 1-3
- Giải thích: Bài đọc nói “must move beyond basic demographic data” – tức là không chỉ tập trung vào demographic data mà cần nhiều hơn thế. Từ “exclusively” làm cho phát biểu mâu thuẫn với ý tác giả.
Câu 17: YES
- Dạng câu hỏi: Yes/No/Not Given
- Từ khóa: marketing automation tools, time efficiently
- Vị trí trong bài: Đoạn 4, dòng 5-8
- Giải thích: “marketing automation tools that can streamline repetitive tasks… they can significantly enhance efficiency” – tác giả đồng ý rằng các công cụ này giúp sử dụng thời gian hiệu quả hơn.
Câu 19: B (Data analytics)
- Dạng câu hỏi: Matching Information
- Từ khóa: understand detailed customer behavior, website
- Vị trí trong bài: Đoạn 6, dòng 3-5
- Giải thích: “Tools like Google Analytics provide information about website visitors—where they come from, which pages they view, how long they stay” – rõ ràng đây là Data analytics.
Câu 21: C (Cross-platform strategy)
- Dạng câu hỏi: Matching Information
- Từ khóa: consistent messaging, adapting to different platforms
- Vị trí trong bài: Đoạn 5, dòng 5-7
- Giải thích: “cross-platform consistency in message… maintain brand consistency while tailoring content to each platform’s strengths” – đây chính xác là chiến lược cross-platform.
Câu 23: buyer personas
- Dạng câu hỏi: Summary Completion
- Từ khóa: detailed, beyond basic customer information
- Vị trí trong bài: Đoạn 2, dòng 2-3
- Giải thích: “develop detailed buyer personas that encompass psychological characteristics” – từ “buyer personas” phù hợp với ngữ cảnh summary về việc phát triển hồ sơ khách hàng chi tiết.
Câu 25: dynamic nature
- Dạng câu hỏi: Summary Completion
- Từ khóa: strategies must constantly adapt
- Vị trí trong bài: Đoạn 9, dòng 1
- Giải thích: “The dynamic nature of digital platforms means that strategies must evolve continuously” – cụm “dynamic nature” là đáp án chính xác, số từ phù hợp (2 từ).
Passage 3 – Giải Thích
Câu 27: C
- Dạng câu hỏi: Multiple Choice
- Từ khóa: transaction cost economics, helps explain
- Vị trí trong bài: Đoạn 2, dòng 4-8
- Giải thích: “Transaction cost economics… Traditional marketing involved substantial intermediation costs… Digital platforms have dramatically reduced these friction costs” – lý thuyết này giải thích cách digital marketing giảm chi phí trung gian, khớp với đáp án C.
Câu 28: B
- Dạng câu hỏi: Multiple Choice
- Từ khóa: second-level digital divide
- Vị trí trong bài: Đoạn 4, dòng 3-5
- Giải thích: “‘second-level digital divide’ wherein access to technology proves insufficient without corresponding digital literacy, strategic knowledge, and cultural capital” – đây là sự chênh lệch về khả năng sử dụng hiệu quả công nghệ mặc dù đã có quyền truy cập, đúng với đáp án B.
Câu 29: C
- Dạng câu hỏi: Multiple Choice
- Từ khóa: algorithmic mediation, passage suggest
- Vị trí trong bài: Đoạn 5, dòng 6-8
- Giải thích: “This algorithmic governance of market visibility creates new forms of uncertainty and inequity” – bài đọc cho thấy nó tạo ra sự không chắc chắn mới, khớp với đáp án C.
Câu 31: C
- Dạng câu hỏi: Multiple Choice
- Từ khóa: future success, will likely depend
- Vị trí trong bài: Đoạn 10, dòng cuối
- Giải thích: “success in digital marketing increasingly depends on authenticity and human connection—precisely those qualities that no digital tool can fully replicate” – thành công phụ thuộc vào sự kết hợp công cụ số và tính chân thực/kết nối con người, đúng với đáp án C.
Câu 32: C (Network effects)
- Dạng câu hỏi: Matching Features
- Từ khóa: value increases, more users join
- Vị trí trong bài: Đoạn 3, dòng 1-3
- Giải thích: “each additional user makes the platform more valuable for all participants” – định nghĩa chính xác của network effects.
Câu 37: Transaction cost economics
- Dạng câu hỏi: Short-answer Questions
- Từ khóa: scholars Coase and Williamson, transformative effects
- Vị trí trong bài: Đoạn 2, dòng 1-2
- Giải thích: “Transaction cost economics, pioneered by scholars such as Ronald Coase and Oliver Williamson” – đáp án chính xác 3 từ.
Câu 40: Human connection / authenticity
- Dạng câu hỏi: Short-answer Questions
- Từ khóa: cannot be fully replicated, increasingly important
- Vị trí trong bài: Đoạn 10, dòng cuối cùng
- Giải thích: “authenticity and human connection—precisely those qualities that no digital tool can fully replicate or replace” – cả hai từ đều được chấp nhận (không quá 3 từ).
5. Từ Vựng Quan Trọng Theo Passage
Passage 1 – Essential Vocabulary
| Từ vựng | Loại từ | Phiên âm | Nghĩa tiếng Việt | Ví dụ từ bài | Collocation |
|---|---|---|---|---|---|
| dramatic transformation | n. phrase | /drəˈmætɪk ˌtrænsfəˈmeɪʃn/ | Sự chuyển đổi mạnh mẽ | The world of business has undergone a dramatic transformation | undergo a transformation |
| emergence | n. | /ɪˈmɜːrdʒəns/ | Sự xuất hiện, nổi lên | largely due to the emergence of digital marketing | the emergence of technology |
| levelled the playing field | idiom | /ˈlevəld ðə ˈpleɪɪŋ fiːld/ | Tạo sự công bằng | digital marketing has levelled the playing field | level the field, even the playing field |
| encompass | v. | /ɪnˈkʌmpəs/ | Bao gồm, bao trùm | Digital marketing encompasses a wide range | encompass a range, encompass all aspects |
| cost-effectiveness | n. | /kɒst ɪˈfektɪvnəs/ | Tính hiệu quả về chi phí | particularly attractive is their cost-effectiveness | improve cost-effectiveness |
| measurability | n. | /ˌmeʒərəˈbɪləti/ | Tính đo lường được | cost-effectiveness and measurability | ensure measurability |
| analytics | n. | /ˌænəˈlɪtɪks/ | Phân tích dữ liệu | digital campaigns provide detailed analytics | data analytics, web analytics |
| engaging content | n. phrase | /ɪnˈgeɪdʒɪŋ ˈkɒntent/ | Nội dung hấp dẫn | allow businesses to create engaging content | create engaging content |
| remarkable precision | n. phrase | /rɪˈmɑːkəbl prɪˈsɪʒn/ | Độ chính xác đáng chú ý | target audiences with remarkable precision | with great precision |
| democratization | n. | /dɪˌmɒkrətaɪˈzeɪʃn/ | Sự dân chủ hóa | The democratization of marketing | the democratization of technology |
| entrepreneurship | n. | /ˌɒntrəprəˈnɜːʃɪp/ | Tinh thần kinh doanh | created opportunities for entrepreneurship | promote entrepreneurship |
| embrace | v. | /ɪmˈbreɪs/ | Đón nhận, chấp nhận | businesses that embrace these digital tools | embrace change, embrace innovation |
Passage 2 – Essential Vocabulary
| Từ vựng | Loại từ | Phiên âm | Nghĩa tiếng Việt | Ví dụ từ bài | Collocation |
|---|---|---|---|---|---|
| proliferation | n. | /prəˌlɪfəˈreɪʃn/ | Sự gia tăng nhanh | The proliferation of digital marketing tools | the proliferation of technology |
| strategic implementation | n. phrase | /strəˈtiːdʒɪk ˌɪmplɪmenˈteɪʃn/ | Việc thực thi chiến lược | requires strategic implementation | successful implementation |
| coherent | adj. | /kəʊˈhɪərənt/ | Mạch lạc, nhất quán | businesses with a coherent digital strategy | coherent strategy, coherent approach |
| ad hoc approach | n. phrase | /ˌæd ˈhɒk əˈprəʊtʃ/ | Cách tiếp cận tùy hứng | compared to those adopting an ad hoc approach | ad hoc decision, ad hoc solution |
| buyer personas | n. | /ˈbaɪə pəˈsəʊnəz/ | Chân dung khách hàng | develop detailed buyer personas | create buyer personas |
| granular understanding | n. phrase | /ˈgrænjʊlə ˌʌndəˈstændɪŋ/ | Sự hiểu biết chi tiết | This granular understanding enables businesses | granular detail, granular analysis |
| resonate deeply | v. phrase | /ˈrezəneɪt ˈdiːpli/ | Gây được tiếng vang sâu sắc | craft messages that resonate deeply | resonate with audience |
| credibility | n. | /ˌkredəˈbɪləti/ | Độ tin cậy, uy tín | seeking to establish credibility | build credibility, lose credibility |
| value-driven marketing | n. phrase | /ˈvæljuː ˈdrɪvn ˈmɑːkɪtɪŋ/ | Tiếp thị hướng đến giá trị | This approach, known as value-driven marketing | value-driven approach |
| resource constraints | n. phrase | /rɪˈsɔːs kənˈstreɪnts/ | Hạn chế về nguồn lực | resource constraints represent the primary barrier | face resource constraints |
| streamline | v. | /ˈstriːmlaɪn/ | Tinh giản, tối ưu hóa | tools that can streamline repetitive tasks | streamline processes, streamline operations |
| cross-platform consistency | n. phrase | /krɒs ˈplætfɔːm kənˈsɪstənsi/ | Tính nhất quán xuyên nền tảng | cross-platform consistency in message | maintain consistency |
| nuanced understanding | n. phrase | /ˈnjuːɑːnst ˌʌndəˈstændɪŋ/ | Sự hiểu biết tinh tế | requires a nuanced understanding | nuanced approach, nuanced perspective |
| holistic evaluation | n. phrase | /həˈlɪstɪk ɪˌvæljuˈeɪʃn/ | Đánh giá toàn diện | adopt a holistic evaluation framework | holistic approach, holistic view |
| dynamic nature | n. phrase | /daɪˈnæmɪk ˈneɪtʃə/ | Bản chất năng động | The dynamic nature of digital platforms | dynamic environment, dynamic market |
Passage 3 – Essential Vocabulary
| Từ vựng | Loại từ | Phiên âm | Nghĩa tiếng Việt | Ví dụ từ bài | Collocation |
|---|---|---|---|---|---|
| ascendancy | n. | /əˈsendənsi/ | Sự vượt trội, thống trị | The ascendancy of digital marketing | gain ascendancy, achieve ascendancy |
| predominant modality | n. phrase | /prɪˈdɒmɪnənt məʊˈdæləti/ | Phương thức chủ đạo | as the predominant modality for promotion | predominant form, predominant mode |
| reconfiguration | n. | /ˌriːkənˌfɪɡjəˈreɪʃn/ | Sự cấu hình lại | a fundamental reconfiguration of economic power | structural reconfiguration |
| catalyzed | v. | /ˈkætəlaɪzd/ | Xúc tác, thúc đẩy | has catalyzed a paradigm shift | catalyze change, catalyze growth |
| ramifications | n. | /ˌræmɪfɪˈkeɪʃnz/ | Hệ quả, những tác động | with ramifications extending far beyond | serious ramifications, wide ramifications |
| democratization | n. | /dɪˌmɒkrətaɪˈzeɪʃn/ | Sự dân chủ hóa | questions of economic democratization | democratization of access |
| viability | n. | /ˌvaɪəˈbɪləti/ | Khả năng tồn tại | critical determinant of small business viability | economic viability, long-term viability |
| intermediation costs | n. phrase | /ˌɪntəˌmiːdiˈeɪʃn kɒsts/ | Chi phí trung gian | Traditional marketing involved substantial intermediation costs | reduce intermediation costs |
| disintermediation | n. | /ˌdɪsɪntəˌmiːdiˈeɪʃn/ | Loại bỏ trung gian | This disintermediation has altered the calculus | financial disintermediation |
| leveraging | v. | /ˈliːvərɪdʒɪŋ/ | Tận dụng, khai thác | Small businesses leveraging these platforms | leveraging resources, leveraging technology |
| beneficiaries | n. | /ˌbenɪˈfɪʃəriz/ | Người/tổ chức thủ hưởng | become beneficiaries of network externalities | main beneficiaries, primary beneficiaries |
| over-reliance | n. | /ˌəʊvə rɪˈlaɪəns/ | Sự phụ thuộc quá mức | risks of over-reliance on platforms | over-reliance on technology |
| algorithmic mediation | n. phrase | /ˌælɡəˈrɪðmɪk ˌmiːdiˈeɪʃn/ | Sự trung gian bằng thuật toán | Algorithmic mediation of interactions | algorithmic control, algorithmic decision-making |
| epistemological | adj. | /ɪˌpɪstəməˈlɒdʒɪkl/ | Thuộc về nhận thức luận | introduces complex epistemological questions | epistemological issues, epistemological concerns |
| opaque | adj. | /əʊˈpeɪk/ | Mờ đục, không rõ ràng | often proprietary and opaque | opaque system, remain opaque |
| cognitive biases | n. phrase | /ˈkɒɡnətɪv ˈbaɪəsɪz/ | Những thiên kiến nhận thức | illuminated numerous cognitive biases | unconscious biases, inherent biases |
| ubiquitous | adj. | /juːˈbɪkwɪtəs/ | Có mặt khắp nơi | cumulative impact of ubiquitous digital advertising | ubiquitous technology, ubiquitous presence |
| sustainability | n. | /səˌsteɪnəˈbɪləti/ | Tính bền vững | within sustainability discourse | environmental sustainability, long-term sustainability |
| panacea | n. | /ˌpænəˈsiːə/ | Phương thuốc vạn năng | not as a panacea but as one component | universal panacea, quick panacea |
Kết bài
Chủ đề về sự phát triển của digital marketing trong việc quảng bá doanh nghiệp nhỏ không chỉ phản ánh xu hướng kinh tế toàn cầu mà còn là một trong những chủ đề “nóng” thường xuyên xuất hiện trong kỳ thi IELTS Reading. Việc làm quen với dạng bài này giúp bạn không chỉ nâng cao điểm số mà còn trang bị kiến thức thực tế về thế giới kinh doanh hiện đại.
Ba passages trong đề thi mẫu này đã đưa bạn qua hành trình từ những khái niệm cơ bản nhất về digital marketing, qua các chiến lược thực thi phức tạp hơn, cho đến những phân tích sâu sắc về tác động kinh tế xã hội và tương lai của lĩnh vực này. Mỗi passage được thiết kế với độ khó tăng dần, phản ánh đúng cấu trúc của bài thi IELTS Reading thực tế.
Phần đáp án chi tiết không chỉ cung cấp đáp án đúng mà còn giải thích rõ ràng cách paraphrase, vị trí thông tin trong bài, và lý do tại sao các đáp án khác không phù hợp. Đây chính là chìa khóa giúp bạn hiểu sâu về kỹ thuật làm bài thay vì chỉ học thuộc đáp án.
Bảng từ vựng tổng hợp theo từng passage với đầy đủ phiên âm, nghĩa, ví dụ và collocations sẽ là tài liệu quý giá cho việc mở rộng vốn từ học thuật của bạn. Hãy dành thời gian học kỹ những từ này vì chúng không chỉ xuất hiện trong IELTS mà còn trong nhiều tài liệu học thuật và môi trường làm việc quốc tế.
Hãy nhớ rằng, việc luyện tập với đề thi mẫu chất lượng cao như này chỉ có hiệu quả khi bạn tự giác phân tích sai lầm, rút kinh nghiệm và liên tục cải thiện kỹ năng. Chúc bạn đạt band điểm mong muốn trong kỳ thi IELTS sắp tới!
