Traditional vs digital

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  • 1. Why do we nowadays change promotion’s tools from traditional to digital? Febuary, 2014
  • 2. What is traditional tools?  Television  Newspaper  Magazine  radio
  • 3. What is digital tools?  Internet  Social network  Email  Mobile  Online Video
  • 4. Traditional MKT and Digital MKT Traditional MKT Digital MKT Cost More costly Save cost Measurable It is hard to measure results The results are much easier to measure Interactive There is no way to interact with the audience. People can easily interact with brand through Digital Reachable Traditional marketing is reaching only a local audience Digital campaign can reach an infinite audience
  • 5. Digital save cost Source: Huspost
  • 6. Why do we need to change into Internet?  The landscape is changing fast. Percentage of people watching TV, reading magazine and newspaper decrease significantly. On the other hand, there are more and more people using internet (increase 24% in 4 years). 88% 88% 86% 73% 67% 67% 63% 55% 51% 45% 40% 39% 34% 36% 11% 7% 5% 15% 12% 11% 14% 11% 6% 21% Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 2008 2010 2012
  • 7. Why do we need to change into Internet?  Although time spent watching TV is decreasing, people increasingly watch TV online and/or on mobile device.  In 2012 19% of urban adults has watched LIVE TV online, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%). 140 134 Average Minutes Spent Per Day 124 74 32 All Television 34 44 39 Newspaper 17 22 16 14 Magazine 2008 2010 13 16 Radio 2012 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 Internet 84
  • 8. Why do we need to change into Internet?  63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online. Internet penetration 100 90 80 70 60 50 40 30 20 10 0 84 63 80 72 47 All M 16- F 16- M 25- F 25adults 24 24 34 44 Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
  • 9. Why do we need to change into Internet?  The increase in time spent online compared with time spent watching TV is most visible amongst Men 25-34 M 16-24 130 135 126 117 147 127 85 F 16-24 137 126 102 104 2008 63 2010 2012 TV Internet -4min +42min 134 M 25-34 118 113 TV -21min 146 103 Internet +41min F 25-44 136 129 81 45 22 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 TV -21min Internet +58min TV -17min 42 57 Internet +35min
  • 10. Why do we need to change into Internet? “TV commercials provide truthful information” “I trust TV news to report accurately” “I trust newspapers to report accurately” 2012 41 2010 Changing attitudes towards media and advertisement: 48 2008 50 2012 2010 57 2008 62 2012 47 2010 55 2012 43 2010 49 2008 61 2012 “I have less and less trust in companies and brands”  Urban adults don’t just believe what they are being told anymore.  The number of people who like TV advertising has dropped significantly 51 2008 “I like watching TV advertising”  The last 5 years show a downward trend in trust in advertisement and traditional media 49 60 2010 54 2008 53 0 20 40 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 60 80
  • 11. Internet Users’s Behavior
  • 12. Internet Users’s Behavior
  • 13. Internet Users’s Behavior
  • 14. Internet Users’s Behavior
  • 15. Why do we need to change into Social Network? Social network penetration 80 70 60 50 40 30 20 10 0 72  The decreasing trust in traditional media goes alongside an upward trend in online media 38 20 2008 2010 2012 Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask questions and so they look for their own truth, not the truth of the advertiser. Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
  • 16. Why do we need to change into Social Network? 70 60 Time of day usually go online  20pm-24pm is the time people go online the most 50 40 37 30 20 23 10 0 Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
  • 17. Why do we need to change into Social Network?  72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month. Social Network penetration 100 90 80 70 60 50 40 30 20 10 0 72 79 84 68 62 All M 16- F 16-24 M 25- F 25-44 adults 24 34
  • 18. Social Network users’s behavior
  • 19. Social Network users’s behavior
  • 20. Social Network users’s behavior
  • 21. Social Network users’s behavior
  • 22. Social Network users’s behavior
  • 23. Why do we need to change into Mobile? Mobile internet penetration 100 90 80 70 60 50 59 51  51% of the online adults use mobile internet, with an average of 27 times a month. 61 52 44 40 30 20 10 0 All M 16-24 F 16-24 M 25-34 F 25-44 adults Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
  • 24. Why do we need to change into Mobile? 50 Time of day use mobile internet  Using mobile internet is quite spread over the day, which is the convenience of going online on your phone 40 30 20 22 30  20pm-24am is still time with the most traffic 10 0 Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
  • 25. Why do we need to change into Mobile? How usually listen to the radio  Radio is consumed through mobile phones the most (46%) 4% 3% 14%  32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes. 46% 16% 18% Radio stations listened to in last 7 days By mobile phone On a radio cassette Through a radio set Via public loudspeakers In car/ taxi On the internet Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet Hanoi Radio stations listened to in last 7 days HCMC VOV Giao Thong 50% VOV Giao Thong 66% VOV1 38% Voice of HCM 48% Voice of Ha Noi 27% Voice of Binh Duong 33% VOV3 19% Xone FM 17% Xone FM 8% VOV1 16%
  • 26. Why do we need to change into Mobile?
  • 27. Why do we need to change into Mobile?
  • 28. Why do we need to change into Mobile?
  • 29. Why do we need to change into Mobile?
  • 30. Why do we need change to online video?
  • 31. Why do we need change to online video?
  • 32. Why do we need change to online video?
  • 33. Why do we need change to online video?
  • 34. Why do we need change to online video?
  • 35. Appendix 1 Newspaper and Magazine Reading Behavior 90 80  More females than males read hard copy newspapers, whereas males are more likely to read a newspaper website than females. 80 70 60 56  Reading the news via app’s is still very low amongst Vietnamese adults. Males, and especially young males, are more likely to use newspaper apps. 50 40 30 20 10 5 2 2 2 2 0 A hard copy Newspaper Smartphone iPad/tablet Shared links website app app All adults Source: 3D 2012 M16-24 F16-24 M25-34 Base: 2,118 urban adults who read/buy newspapers Email bulletins F25-44 Other
  • 36. Appendix 1 Newspaper and Magazine Reading Behavior 100 90 80  More females than males read hard copy magazines, especially the 25-45 females. Males are more likely to read a magazine online than females. 82 70 60 48 50  Reading magazines via app’s is still low, but there is a skew towards the young females and males. 40 30 20 7 10 0 A hard copy Magazine website Smartphone app All adults Source: 3D 2012 M16-24 3 2 F16-24 iPad/tablet app M25-34 Base: 898 urban adults who read/buy magazines F25-44 Other
  • 37. Appendix 2 Age range and users’s behavior
  • 38. Appendix 2 Age range and users’s behavior
  • 39. Appendix 2 Age range and users’s behavior
  • 40. Think Mobile Think Social Don’t think in boxes!