[Research];[Digital marketing market]_1
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[Research];[Digital marketing market]_1 Presentation Transcript

  • 1. Myths and Realities Re-thinking the Way We Market October 2008 Vu Minh Tri General Director Yahoo! Southeast Asia, Vietnam No part of this presentation can be quoted or distributed within the express permission of Yahoo! Southeast Asia Copyright © Yahoo! Southeast Asia Pte Ltd. All rights reserved.
  • 2. Myth 1: The Internet is still a new medium in Vietnam
  • 3. 130+ million Internet users in S th i Southeast A i b 2012 t Asia by Internet Users (Millions) 131 122 113 101 92 82 2007 2008 8 2009 9 2010 2011 2012 Source: IDC “Asia/Pac New Media Market Model (2008)”
  • 4. 1 in every 3 Vietnamese will be online in next 4 years ill b li i t Internet Users (Millions) 27 26 23 21 19 16 2007 2008 8 2009 9 2010 2011 2012 Source: IDC “Asia/Pac New Media Market Model (2008)”
  • 5. A comparative view Heavy internet user markets with Home as main point of access - higher incidence of 40 online transactions 35 Moderate internet user markets with Internet ours Spent t On Internet per Week k 30 Malaysia Outlets and Home/Work Light internet user as key points of access annels) 25 markets where Internet Outlets serve as the Brazil main point of access p Average Ho (All Cha 20 t Vietnam 15 Mexico Philippines 10 O Indonesia A 5 India 0 30 40 50 60 70 80 90 % Accessing from Internet Cafés/ Outlets Size of Bubble indicates size of internet user population as of 2007 (source: IDC 2007) Source: Yahoo! “Tribes 2.0 (2008)”
  • 6. Vietnam users INDIA VIETNAM have been online 42% as long as the 27% 29% Malaysians 20% 23% 14% 10% 10% 12% 7% 3% 4% <6 6-12 1-2 2-3 3-5 >5 <6 6-12 1-2 2-3 3-5 >5 mths mths years years years years mths mths years years years years Mexico Vietnam India Philippines Malaysia M l i Indonesia Brazil INDONESIA MALAYSIA 51% 33% 25% 20% 16% 14% 15% 14% 3% 5% 5% 1% <6 6-12 1-2 2-3 3-5 >5 <6 6-12 1-2 2-3 3-5 >5 Source: Yahoo! “Tribes 2.0 (2008)” mths mths years years years years mths mths years years years years
  • 7. Clear trend of more Vietnamese accessing the Internet regularly… i th I t t l l Media Reach (%) 2005 93 93 90 86 2006 82 82 2007 33 31 29 31 27 25 26 27 25 12 11 11 Watch TV Print Access Internet Radio Watch Video Visit Cinema (Yesterday) Readership (Past Week) (Yesterday) (Yesterday) (Past 3 Months) Source: TNS Media Vietnam “Media Habit Survey (2007)”
  • 8. ... and progressively spending more titime online li Average Daily Time Spent (Minutes) 2005 71 2006 2007 200 56 38 34 33 34 28 16 15 14 14 7 5 2 2 15 - 24 years 25 - 34 years 35 - 44 years 45+ years Total Source: TNS Media Vietnam “Media Habit Survey (2007)”
  • 9. Myth 2: Only the Vietnamese youth are using the Internet
  • 10. The 15-24 year olds are far heavier consumers of th Internet h i f the I t t medium than other traditional media Affinity Index TV Print Radio Internet 196 116 118 110 106 110 105 103 99 96 97 98 96 91 85 85 79 Average: 100 54 53 24 15 - 24 years 25 - 34 years 35 - 44 years 45 - 55 years 55+ years Source: TNS Media Vietnam “Media Habit Survey (2007)”
  • 11. Beyond the Youth: Older Vi t Old Vietnamese are also getting online… l tti li INDONESIA PHILIPPINES INDIA MEXICO 16 48% 19 20 22 35% 30% 32% 27% 21% 22% 19% 18% 16% 14% 16% 14% 14% 13% 11% 8% 8% 9% 8% 8% 2% 2% 2% 3% 0% 0% 1% 13-16 17-20 21-24 25-34 35-44 45-49 50+ 13-16 17-20 21-24 25-34 35-44 45-49 50+ 13-16 17-20 21-24 25-34 35-44 45-49 50+ 13-16 17-20 21-24 25-34 35-44 45-49 50+ MALAYSIA BRAZIL VIETNAM 22 42% 25 34 24% 24% 25% 18% 16% 17% 17% 17% 14% 16% 13% 13% 9% 7% 8% 6% 4% 6% 3% 2% 13-14 15-17 18-19 20-24 25-29 30-40 40+ 13-16 17-20 21-24 25-34 35-44 45-49 50+ 13-16 17-20 21-24 25-34 35-44 45-49 50+ Source: Yahoo! “Tribes 2.0 (2008)”
  • 12. Beyond the Youth: the Educated… th Ed t d Affinity Index TV Print Radio Internet 219 115 118 105 105 110 98 102 102 103 94 91 86 Average: 100 59 33 13 Primary or lower Lower Secondary Upper Secondary College or higher Source: TNS Media Vietnam “Media Habit Survey (2007)”
  • 13. Beyond the Youth: the Affluent… th Affl t Affinity Index 151 TV Print Radio Internet 122 112 113 102 100 101 96 Average: 100 g 79 79 69 20 SEC A/B SEC C SEC D/E/F Source: TNS Media Vietnam “Media Habit Survey (2007)”
  • 14. Beyond the Youth: the Urbanites… th U b it Affinity Index TV Print Radio Internet 143 122 111 109 101 103 98 98 94 Average: 100 g 79 77 53 Urban Semi-Urban Rural Source: TNS Media Vietnam “Media Habit Survey (2007)”
  • 15. Myth 3: Email is the most popular online activity
  • 16. Instant Messaging reigns in Vietnam % WHO HAVE USED / VISITED AT LEAST ONCE IN PAST MONTH Country y Internet Instant Social Mobile Email Search Portal Messaging Networking Internet Indonesia 90% 65% 36% 58% 56% 6% India 43% 87% 50% 62% 27% 5% Philippines 60% 75% 60% 63% 55% 12% Mexico 59% 78% 56% 80% 18% 5% Vietnam 72% 66% 77% 70% 33% 7% Brazil 76% 83% 63% 67% 64% 9% Malaysia 66% 75% 58% 68% 38% 11% #1 #2/#3 Source: Yahoo! “Tribes 2.0 (2008)”
  • 17. Vietnam has a high concentration of online news readers… f li d % of Internet Users who MONTHLY INTERNET ACTIVITIES have read news online in the past month Used instant messengers 77% Read news online 76% Vietnam 76 Visited internet portals 72% Used a search engine 70% Indonesia 72 Used email 66% Played games online 53% Brazil 50 Watched video clips online 47% Accessed music files online 42% Malaysia 42 Sent internet SMS 39% Visited chat rooms 36% 39 Mexico Read blogs or other SN profile pages 30% Used a webcam 30% 34 Philippines Down- /uploaded on video sites 24% Down- /uploaded digital photos 19% 32 India Used internet telephone services 19% Source: Yahoo! “Tribes 2.0 (2008)”
  • 18. Myth 4: All Vietnamese internet users do the same things online
  • 19. At first glance… Example Internet Café User Activities Chat / Instant Messaging 73 Play online games 68 Email 62 Reading News 61 Download / Upload music 60 Online info search 55 Visit Chat Rooms 27 Download / Upload video 26 Write blog / online journal 14 Read friends’ or other blogs 13 Source: Yahoo! “Project iCafe (Aug 2007)”
  • 20. Male users are Female users are more more likely to engaged in ‘social’ activities, Mining deeper… be online such as instant messaging gamers and blogging blogging. Example Internet Café Male Female User Activities Chat / Instant Messaging 73 69 81 Play online games 68 74 56 Email 62 59 67 Reading News 61 62 58 Download / Upload music 60 58 65 Online info search 55 54 55 Visit Chat Rooms 27 27 28 Download / Upload video 26 27 24 Write blog / online journal 14 10 21 Read friends’ or other blogs 13 10 20 Source: Yahoo! “Project iCafe (Aug 2007)”
  • 21. Another example Affinity Index Example Teenagers Married Women Young Adults (13-20 (13 20 years) (25-34 years) Play online games 139 54 88 Read b ogs / SN pages ead blogs S 138 60 94 Watch video clips online 124 66 94 Visit chat rooms 121 89 115 Use a webcam 110 63 99 Visit community groups 91 79 121 Read news online 84 104 110 Click on an online banner 69 129 118 Use internet telephone 51 122 127 services Average: 100 Average: 100 Average: 100 Source: Yahoo! “Tribes 2.0 (2008)”
  • 22. Dominant Internet User Segments Social Networking is a key differentiator for these ‘socialisers’. socialisers SOCIALS Likely to be heavier users of Social Networking sites, Instant Messengers and Email Online Transactions is a key differentiator for these ‘all-rounders’. EMBRACERS Core web motivation is to ‘transact’ – likely driven by convenience & productivity. Likely to be heavier users of Search, Email, Internet Portals and Mobile Internet. Online Gaming is a key differentiator for the these ‘fun seekers’. Core motivation for using the internet is for ‘fun & entertainment’. FUN EXPLORERS Likely light to moderate users of Email, Instant Messengers, Search and Social Networking sites. sites Functional internet users who primarily use the internet to ‘communicate & connect’. F ’. UTILITARIANS Likely to be moderate users of Email. y Light users of Instant Messengers, Search and Social Networking sites. CASUAL Light i t Li ht internet users who primarily use the internet to ‘ t h i il th i t t t ‘research’. h’ BROWSERS Likely to visit internet portals for news or be moderate users of Search. Source: Yahoo! “Tribes 2.0 (2008)”
  • 23. Not all users are created equal - some are more valuable than others THE FUN THE THE THE THE SEGMENT TOTAL EXPLORER SOCIAL UTILITARIAN EMBRACER CASUAL BROWSER Average Time Spent 744 754 861 472 1004 495 (Annualised hours) Will spend more time 29% 22% 35% 22% 32% 32% (In the next 12 months) Advocacy/Influence 32% 25% 40% 20% 52% 15% (Future Shapers + Future Makers) (F t Sh F t M k ) Propensity to click 17% 9% 22% 13% 27% 14% (Online ads) VALUE INDEX 100 85 131 54 163 49 The E b Th Embracers and Socials are the highest value segments in Vietnam. dS i l th hi h t l t i Vi t
  • 24. Myth 5: Success = ‘Share of Voice’
  • 25. Share of Voice is King Sh f V i i Ki A brand's advertising weight expressed as a percentage of a defined total market or market t f d fi d t t l k t k t segment in a given time period. The weight is usually defined in terms of expenditure, ratings, pages, etc. p , g ,p g , - Wikipedia Source: http://en.wikipedia.org/wiki/Share_of_Voice; last accessed 8 Aug 2008
  • 26. Share of Life is Queen Sh f Lif i Q A brand's level of relevant exposure throughout the th consumer’s d il j ’ daily journey. Shift focus from outspending to outsmarting – driving the brand across all media touchpoints at the right p g place and the right time. g - Me
  • 27. Day in the Life of a ‘Social’
  • 28. Nguyen Thi Yen Background B k d Segment: Social Gender: Female Age: 22 years old Marital Status: Single Occupation: University Student Monthly Household Income: USD360 Frequency of Internet Access: Several times / day Tenure: more than 5 years Computer: 1 computer shared with others The Internet Access: DSL (Home) No. of hours spent per week: 17 hrs / week Location of Internet Access: Internet Café, Home and School Source: Yahoo! “Tribes 2.0 (2008)”
  • 29. My Typical Day 6 am: I wake up early in the morning to get ready for school. I normally leave home at 6:30 am. 7 am – 8 am: I arrive at school and study at my desk. I review what I have learned previously. previously 9 am – 12 am: I take my morning classes. I sometimes use the internet at school to look for information. 12 pm – 1 pm: I normally go home to have lunch. 1 pm – 2 pm: After lunch, I rest at home or enjoy light entertainment (e.g. watching TV or using the internet) before I go back to school. 2 pm – 5 pm: I take afternoon classes. I leave school at 5:30 pm to go home and have some free time before dinner. 5 pm – 6 pm: Sometimes, I go to the internet cafes with my friends after school. Otherwise, I arrive home and rest a little bit, or quickly log onto the internet to check email, check my blog, and chat with friends if they are also online. 6 pm – 7 pm: I have dinner with my family. 7 pm – 8 pm: After dinner, my family get together for a chat or we watch TV shows together. 8 pm – 11 pm: I do my school assignment and also spend time online. During the evening, most of my friends are online, so it’s the best time to chat it s online or update blogs. 11 pm: I finish my chatting and go to sleep.
  • 30. Starting P i t St ti Points • Unlike traditional media, the online medium is more fragmented. • Important to identify key ‘ports of call’ or ‘starting points’ - essentially the first site or application your consumer actively accesses when on the internet. • Focus on serving your brand on core starting points of your consumers.
  • 31. Not all Internet properties are of equal relevance f l l “It’s fun to read gossips about celebrities. I can easily spend time online just reading those news.” “I need IM to chat “Without search with my friends, engine, I won’t be and email is a d il i able to get all must- must-have at Entertainment work.” those valuable information for school.” IM Search ME Email Engine ““I can learn a lot from reading other people’s blogs… It is Social Networking also my personal l l space where I can express all my Internet Portal feelings and thoughts.” Online Transaction Mobile Internet Source: Yahoo! “Tribes 2.0 (2008)”
  • 32. Internet Pathways Sites Starting Transit Pathways Base Site(s) Activities Visited Point Site - Log onto Y!M to see who’s online 1 Y!M Y!M Application Y!M - Minimize and leave Y!M on during the entire session - Check to see if there’s any email from a friend - Read and reply emails to friends 2 Yahoo! Mail Yahoo.com Y!M - Check Yahoo! 360 notifications to see who updated blogs 3 Yahoo! 360 Y!M Y!M / Yahoo! 360 / 4 Tuoitre - Read news Tuoitre Bamboo (or Y!M / Yahoo! 360 / 5 - D Download music f MP3 player or li l d i for l listen to music i YouTube) Tuoitre Y!M / Yahoo! 360 / 6 Yahoo! 360 Tuoitre Y!M / Yahoo! 360 / - Check school results 7 School HP Tuoitre - Read course materials Y!M / Yahoo! 360 / 8 Y!M - Chat with friends Tuoitre Y!M / Yahoo! 360 / 9 Yahoo! 360 - Read postings Tuoitre Y!M / Yahoo! 360 / 10 Tuoitre - Click on buzz topics to read articles Tuoitre Y!M / Yahoo! 360 / - Look for information for school related work 11 Google.com Tuoitre - Search for images to upload on Yahoo 360 profile Source: Yahoo! “Tribes 2.0 (2008)”
  • 33. SUMMARY
  • 34. Myths Realities 1 The Internet is still a new • The online industry in medium in Vietnam Vietnam has been growing rapidly in the last 3 years. • 7 in every 10 Vietnamese internet users have been online for over 3 years. years (compare Malaysia) • 1 in every 3 Vi t i Vietnamese will be online by 2012 Do not under-estimate the net-savviness of your consumers
  • 35. Myths Realities 2 Only the Vietnamese • The Educated youth are using the Internet • The Affluent • The Urbanites • Now, even the Older... Think beyond the Youth. Your consumers may already be online.
  • 36. Myths Realities 3 Email is the most • Instant Messaging popular online activity is most popular • Internet Portals, Search, Email etc • Vietnam has one of the world’s highest concentration of online news readers d Integrate relevant properties to ensure a seamless online experience
  • 37. Myths Myths Realities 4 All Vietnamese internet users • Clear differences in how do the same things online different users engage with the Internet • Male vs Female • Teenagers vs Young Adults • Socials vs Utilitarians Understand the Internet media habits of your consumers. One size doesn’t fit all.
  • 38. Myths Myths Realities 5 Success = ‘Share of Voice’ • Success = ‘Share of Voice’ + ‘Share of Life’ • Focus on Relevance (vs Outspending) • Understand the daily j journeys of your target y y g and the different engagement touchpoints Identify the engagement touchpoints of your consumer. Think ‘Starting Points’ when marketing online.
  • 39. THANK YOU