E Marketing Yahoo Vietnam
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E Marketing Yahoo Vietnam E Marketing Yahoo Vietnam Presentation Transcript

  • Digital Marketing Trends Audience Environment Interactive HCMC – July 17, 2007 Prepared by: Russ Conrad Managing Director New Media Vietnam
  • Agenda Web 2.0 Trends Vietnam Internet Trends Marketing 2.0 Trends
  • Key drivers of online advertising Growth Time GDP Growth Lower Internet and ADSL Cost Increased Demand for Digital Advertising Higher Internet Penetration Improved Internet Infrastructure Greater Investment in Web Content Growth in Internet Advertising VIETNAM HAS IT ALL
  • Vietnam’s Digital Generation has a diverse user base
    • Factory Worker in Saigon Export processing district
    • Net Pay = $50 per month
    • $1.50 – haircuts
    • $.60 shampoo
    • $1.00 Hair ties
    • $.18 per hr – Internet chat and gaming
  • Internet user growth pace in Vietnam in past 5 years (Source: Vietnam National Internet Center - http://www.thongkeinternet.vn/jsp/trangchu/index.jsp )
  • Vietnam is the leading SEA country in terms of # of users INCREASED ADVERTISING BUDGETS, AND THE MASS REACH OF THE INTERNET IN VIETNAM, WILL CREATE A LEAP FROM AFFECT IN ADVERTISING
  • Mobile Phone Consumption
    • Vietnam has the lowest Mobile Penetration in South East Asia
    • With the fastest growing GDP, Mobile penetration will not be far behind
    • 4 local companies have been investing in Fixed WiMAX services: VNPT, FPT Telecom, VTC and Viettel since 2006.
    • Web 2.0 Video
  • Web 1.0 The mostly read only Web 250,000 Web Sites Published Content User Generated Content 1996: 45 Million Global Users The business 2.0 opportunities in S.E. Asia (Localization) Opportunity 2.0 Published Content User Generated Content 2006: 1 Billion + Global Users Collective Intelligence DoubleClick Ofoto Akamai mp3.com Britannica Online Personal Websites Domain Name Speculation Page Views Screen Scraping Publishing Content Management Directories(Taxonomy) Stickiness Adwords Flickr BitTorrent iTunes Wikipedia Blogging SEO & SEM CPC, CPA Web Services Participation Wikis Tagging (Folksonomy) Syndication
  • Webisodes Blog Marketing Flash Microsites Search Marketing Social Networking Web Seeding Viral Ads Advertorials Ad Serving Web Analytics Branded Games Globalization meets Web 2.0 MARKETING 2.0 Email Marketing Widgets
  • Red Bull Engages via a Can Sculpture Contest
    • Red Bull Art of the Can – young adults create sculptures out of red Bull cans and submit photos of their handiwork to the web. The prize is a trip for two to Switzerland.
  • Axe Launches brand Using Marketing 2.0 Best Practices
    • Formed a band like the pussy cat dolls
    • Created web only videos release on Youtube.
    • Utilize edgy humor that crosses borders
    Boom Chicka Wah Wah USA Super market Boom Chicka Wah Wah USA home Boom Chicka Wah Wah Japan
  • Viral Ad reaches 2m visitors spending avg. 8:54 min
  • Axe Thailand
  • Axe Results Source: Business week July 2, 2007
    • USA – released 3 web based videos showing the Axe affect.Millions forwarded it to friends Axe grew from Zero to a $500 million business in 2006.
    • Japan – Axe entered the market with a viral video that showed teens snowboarding down a mountain with girls following. 6 weeks after launch, axe had 12% market share.
    28.6% 1999 India 21.5% 1988 Chile 20.2% 1986 Argentina 19.5% 1991 Britain 19% 1985 Philippines 14% 2007 Japan 13.5% 2002 USA 11.2% 2003 Columbia 10.9% 1995 Thailand Market share Date entered Country
  • Mitsubishi tries “TV-to-Online” cross-media marketing 15 Second TV Advertisement drove over 11 million hits in the 6 hours to the seewhathappens.com Superbowl TV Commercial Mitsubishi website 66% of these people watched the full 50-second spot 2+ times
  • Case Study: Doritos ‘Crash the Super Bowl’ DORITOS stats 1,100 movies 2,149,762 streams 17,949 “loves” 14,775 comments Doritos asked users to create their own Superbowl Commercial 5,000,000 media impressions
  • Integrated Digital Marketing
    • “An Idea is nothing more nor less than a new combination of old elements” – Jack Foster
    Being that about 50% of all ad budgets come from the brands represented in this room, then it’s important that everyone think about activities they can do with their 5% digital budget
  •  
  •  
  • Other Marketing 2.0 Activities
    • Axe - Viral- show axe feather, other
    • Red bull – “art of a can”
    • Mitsubishi – show offline to online
    • Doritos – yahoo Choose your ending
  • content
    • Web 2.0 video
    • Web 2.0- what is it? – wikipedia definition
    • Marketing 2.0 – What is it? – wikipedia definition
    • Examples of Marketing 2.0
    • Fotune article – mickey mouse
    • Biz week article – unilever.
    • Take the key points from the oreilly article and highlight and talk about them. - push this into marketing 2.0. lessons to take from web 2.0.
    • Ask a few questions to the audience
    • I’m honored to speak today. When roger asked me to help organize this event, I had no idea how many Agencies, companies and individual interest there would be in a seminar like this. I never expected to speak to a packed room, but I think it’s a testament to the interest and intrigue into the new form of media that is less than 1% advertising spend.
    • I sat down to put this presentation together on Saturday night. I was in a café that normally has internet. However the internet was having problems. I turned to my phone’s gprs function and spent 3 hours using wikipedia to compile all the content for this presetnation. While this is not a seminar that focuses on Mobile marketing, I want to put in a small plug.
    • I hope I can provide you with some information or insight into digital media that you can successfully implement in your marketing plans. When ever I am asked to speak at an event like this, I usually fight for the topic of New Trends. It is a very broad topic and allows me to brush up on what is the latest buzz words in the industry. Today, I havd chosen to focus on a few buzz words that may be mis understood.
    • Web 2.0, Markting 2.0 and Integrated digital marketing.
  • Conclusion
    • Internet advertising is the future. Take baby steps, test and learn before you invest big money. The knowledge of what works in Vietnam is being created by the individuals in this room.
    • What’s great in vietnam is that we don’t have to reinvent the wheel. We need to look at the pieces of global campaings that were effective and package it in ways that will connect with Vietnamese. For example instead of Pimp by ride = pimp my bike.
    • Where Web 2.0 Started
    • The web 2.0 phenomenon is what is taking hold right now in Vietnam and has lead to a huge grown in the internet. Examples include:
      • Yahoo 360 – over 1 million users
      • Clip.vn – video sharing that started
      • Flickr – Photo sharing – over 500,000 users
    • Web 2.0 lessons:
      • The service automatically gets better the more people use it.
      • Network effects from user contributions are the key to market dominance in the web 2.0 era
  • Source: Zenith Optimedia, WPP Report Total Ad Spend (US$) 451 2,698 2,103 6,968 45,536 3,125 8,826 102,148 2008 392 2,506 1,990 6,785 44,173 2,902 8,378 94,467 2007 343 2,339 1,893 6,652 41,750 2,762 7,920 87,698 2006 297 2,198 1,814 6,579 40,928 2,499 7,514 82,760 2005 263 2,100 1,751 6,798 40,323 2,247 6,948 78,801 2004 214 1,943 2,145 7,059 38,813 1,847 6,296 73,961 2003 162 1,687 1,961 6,776 38,845 1,850 5,758 69,988 2002 147 1,494 1,939 5,871 41,679 1,867 5,649 69,819 2001 131 1,275 1,793 5,945 42,388 3,546 5,935 71,303 2000 Vietnam Thailand Taiwan S Korea Japan Hong Kong Australia Asiapac  
  • Online ad spend (US$) Source: Zenith Optimedia, WPP Report 8.0 40 117 539 4,111 22 883 5,733 2008 5.0 30 107 490 3,583 20 736 4,985 2007 3.0 22 90 446 3,027 18 589 4,207 2006 0.4 11 73 394 2,485 17 436 3,434 2005 0.3 9 59 343 1,677 16 286 2,408 2004 0.3 4 33 236 1,093 15 174 1,569 2003 - 4 29 162 781 10 123 1,116 2002 - 4 25 112 679 10 45 883 2001 - 6 26 119 545 14 61 777 2000 Vietnam Thailand Taiwan S Korea Japan Hong Kong Australia Asiapac  
  • Source: Zenith Optimedia, WPP Report Online as % of total (US$) In 2008, Vietnam will pass it’s peer SEA countries in Percentage of budgets that go online 1.7% 1.5% 5.6% 7.7% 9.0% 0.7% 10.0% 5.6% 2008 1.2% 1.2% 5.4% 7.2% 8.1% 0.7% 8.8% 5.3% 2007 0.9% 0.9% 4.8% 6.7% 7.3% 0.7% 7.4% 4.8% 2006 0.1% 0.5% 4.0% 6.0% 6.1% 0.7% 5.8% 4.1% 2005 0.1% 0.4% 3.4% 5.0% 4.2% 0.7% 4.1% 3.1% 2004 0.1% 0.2% 1.5% 3.3% 2.8% 0.8% 2.8% 2.1% 2003 0.0% 0.2% 1.5% 2.4% 2.0% 0.5% 2.1% 1.6% 2002 0.0% 0.3% 1.3% 1.9% 1.6% 0.5% 0.8% 1.3% 2001 0.0% 0.4% 1.5% 2.0% 1.3% 0.4% 1.0% 1.1% 2000 Vietnam Thailand Taiwan S Korea Japan Hong Kong Australia Asiapac  
  • Online as % of Total Adspend 2010 By 2010, the digital ad market is estimated to be $30,000,000 in Vietnam. What does this mean to Advertisers?