DIGITAL MARKETING
IN VIETNAM
5 PARADIGMS TO BE
OBSERVED AND SCRUTINIZED
Claire GRUSLIN,HANOI and HCMC, Dec 2013
PARADIGM 1
“DIGITAL” IS WIDELY PERVASIVE IN VIETNAM,
STILL SLOW E-COMMERCE ADOPTION

Phone + TV+ Internet
Multi Screens Di...
PARADIGM 2
CHANGE IN CUSTOMER’S BEHAVIORS BUT
REGULATIONS NOT FACILITATING
DEMOGRAPHICS
Emergence of urban middle class, L...
PARADIGM 3
SMARTPHONES HAVE CHANGED VIETNAMESE
BEHAVIOURS … ARE COMPANIES FOLLOWING?

Source: Google Add Planner

HUGE ONL...
PARADIGM 4
AS VIETNAMESE CONSUMERS’ BEHAVIOURS
CHANGE, THEIR EXPECTATIONS SKY ROCKET ….

CONSUMERS GREAT
EXPECTATIONS
Atti...
PARADIGM 5
EVEN IF MANAGEMENT UNDERSTANDS DIGITAL
OPPORTUNITIES, STILL WAR FOR DIGITAL TALENTS
MULTI-SKILLED TEAM

MARKETI...
“CRAZY” IDEAS TO EMBRACE DIGITAL
MARKETING IN VIBRANT VIETNAM ?

ENHANCE
OFF-ON LINE
EXPERIENCES

CONNECTING to the
INTERN...
CLAIRE GRUSLIN
• Partner • ELLIPTIC • Inspirational Marketing Consultant
• Professor • HEC-ULg • Solvay Brussels School Ec...
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2013 Digital Marketing Vietnam-5 Paradigms

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Vietnam evolves fast and Vietnamese consumer behaviors' changes call for a re-invented marketing approach. Digital marketing (conversational and collaborative) faces great opportunities there!

Published in: Marketing, Business, Travel
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2013 Digital Marketing Vietnam-5 Paradigms

  1. 1. DIGITAL MARKETING IN VIETNAM 5 PARADIGMS TO BE OBSERVED AND SCRUTINIZED Claire GRUSLIN,HANOI and HCMC, Dec 2013
  2. 2. PARADIGM 1 “DIGITAL” IS WIDELY PERVASIVE IN VIETNAM, STILL SLOW E-COMMERCE ADOPTION Phone + TV+ Internet Multi Screens Display Exceptional Smart phone adoption INTERNET ACCESS Widely spread in Vietnam > 16h/week spent time on Internet within a large, young & growing population COMPLEX E-COMMERCE MARKET Embraced as new channel, acceptable but not widespread (VC Corp, VNG, Rocket Internet, Tiki, and Vat Gia) 2
  3. 3. PARADIGM 2 CHANGE IN CUSTOMER’S BEHAVIORS BUT REGULATIONS NOT FACILITATING DEMOGRAPHICS Emergence of urban middle class, Large female working population, Technology savvy consumers, Demand for Smaller size products and Mass high quality products at better price points Cash or credit? GOVERNMENT INTERNET LAWS Harder e-commerce, internet and censorship PAYMENT ISSUES Main payment method is still cash on delivery (COD) – No common Online payment tools 3
  4. 4. PARADIGM 3 SMARTPHONES HAVE CHANGED VIETNAMESE BEHAVIOURS … ARE COMPANIES FOLLOWING? Source: Google Add Planner HUGE ONLINE COMMUNITY 1/3 of smartphone owners visit social networking sites SLOW INDUSTRY REACTION… Real opportunities for using mobile apps 4
  5. 5. PARADIGM 4 AS VIETNAMESE CONSUMERS’ BEHAVIOURS CHANGE, THEIR EXPECTATIONS SKY ROCKET …. CONSUMERS GREAT EXPECTATIONS Attitudes become more demanding & self centered “Me Generation” COMPANIES CHALLENGES Hard time to invest in exceptional customer experience Logistics still a challenge (public post company not suitable, lack of thirdparty services) 5
  6. 6. PARADIGM 5 EVEN IF MANAGEMENT UNDERSTANDS DIGITAL OPPORTUNITIES, STILL WAR FOR DIGITAL TALENTS MULTI-SKILLED TEAM MARKETING Expertise ANALYTICS Expertise TECHNOLOG ICAL Expertise CREATE DESIGN EXECUTE Ability to imagine and adapt new digital opportunities in a smart way Capability to transform the customer centric idea within the organization Ability to provide insightful content in a time-compressed environment 6
  7. 7. “CRAZY” IDEAS TO EMBRACE DIGITAL MARKETING IN VIBRANT VIETNAM ? ENHANCE OFF-ON LINE EXPERIENCES CONNECTING to the INTERNET OF THINGS like NFC (near field communication), QR code scan, …. OPTIMIZE CROSS-CHANNELS Customer Experience (great content to be shared, conversations,..) LOCALIZE YOUR APPROACH TO THE SPECIFIC CULTURE (North and South are different!) EASE THE WAY THEY PAY when purchasing both off and on line (e-couponing, …) ENGAGE SMART WITH CONSUMERS 7
  8. 8. CLAIRE GRUSLIN • Partner • ELLIPTIC • Inspirational Marketing Consultant • Professor • HEC-ULg • Solvay Brussels School Economics & Management Claire.gruslin@skynet.be +32 (0)477 345 213 |
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