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Longterm Solution for Digital Marketing in VietNam
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Longterm Solution for Digital Marketing in VietNam

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According to eBrand’s research, Vietnam’s Internet market has been marked an …

According to eBrand’s research, Vietnam’s Internet market has been marked an
appearance of many online marketing campaigns (Digital Marketing) recently and stand
out from a crowd is Social Media Marketing. However, “building Online Community can
create a solid foundation for Digital Marketing, not social media marketing which is
using for short-term objectives” some experts say. This article helps us to see a better
portrait of Online Community and problems in implementing this method in Digital
Marketing strategy.

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  • 1. ..................................................................................................... LONGTERM SOLUTION FOR DIGITAL MARKETING IN VIETNAMAbout writer: Hai Hoang (Quijot) is the Founder and Director of eBrand Co., Ltd –A Digital Marketing agency established in 2008 in Vietnam (www.ebrand.vn).He is an 8-year-experienced wolf in Digital Marketing who started his career at PyramidConsulting (www.pyramid-consulting.com) and there he played with Coca-cola, Yahoo!,MRM, BBDO, DDB. His journey continued with TimNhanh!, Kiemviec.com,Hrvietnam.com before he founded eBrand to serve a lot of big brands to explore theVietnam’s Internet market. Hai Hoang has proved his capability in Branding, DigitalMarketing & creative areas. Need a local guy who can deliver the multinational services,call him up. Hoang Hai, eBrand’s DirectorAccording to eBrand’s research, Vietnam’s Internet market has been marked anappearance of many online marketing campaigns (Digital Marketing) recently and standout from a crowd is Social Media Marketing. However, “building Online Community cancreate a solid foundation for Digital Marketing, not social media marketing which isusing for short-term objectives” some experts say. This article helps us to see a betterportrait of Online Community and problems in implementing this method in DigitalMarketing strategy. ..... Page 1 of 6 ..... 2012 - BETTER FOCUSED, BETTER SERVICED WITH & &
  • 2. .....................................................................................................1/ Why have to build an Online Community? Online Community (or more specific “User online community of brand) is a complex website platform which is designed to gather users who have common interests or concerns. This platform creates many features that users can directly interact about their concerns with other members in the community (easily set up a relationship between users and brand or user and user). Online Community dedicated to a brand will be the place to store all valuable data sources such as needs, opinions, desires, customer’s history which relate to consumers; using Online Community, customers are taken care better by the brand, helps to improve services that being more flexible and more efficient in exploiting the consumers. Away from Online Community, the brand will not gain such a complete data from "the market place" Facebook or any other third-party systems. Researches conducted in more mature markets (than Vietnam’s) show that the construction of Online Community is a better choice compared to communicating only via Facebook in particular or social-networks in general. For instance, according to FeverBee Community Consultancy’s statistic (website: www.feverbee.com), Coca-Cola’s Fanpage (by Dec 2011) contains 34 million fans but only 0.2 percent (56,000 fans) of them are active members. With Disney’s and Starbuck’s, the rates are 0.3 and 1.3 percent. Those very few active members are only active at monthly intervals. This cannot meet public’s demand of interacting with brands because most of fans on Face- book only concentrate on creating connections, entertainment and socializing. ..... Page 2 of 6 ..... 2012 - BETTER FOCUSED, BETTER SERVICED WITH & &
  • 3. .....................................................................................................Social Media marketing as well as short-term campaigns are centralized in Vietnam’s Internet market as the TOP choice of Digital Marketing’s decision (Brands on Facebook – Stats from SocialBakers http://www.socialbakers.com/facebook-pages/brands/vietnam/TNS’s statistic (March, 2012) shows that Vietnam has lots of daily Internet users andthey pay a lot of attention toward brands. In particular, 72% of users want to contributetheir opinions to brands or organizations that they care about, and 58% want brands toresponse to their feedbacks instantly.However, with the main communication channels such as newspaper, television, onlineshopping or social-network make a low interaction possibility between brand andcustomers. Hence, Online Community is the better choice for brand to communicatewith their customers’ community. ..... Page 3 of 6 ..... 2012 - BETTER FOCUSED, BETTER SERVICED WITH & &
  • 4. .....................................................................................................2/ Online Community – who build and for whomIn general, Viet Nam’s market has no Agency specializes in building Online Communityfor the brand to connect and interact with users, being more precise, it still can be deliv-ered by a few agencies but lack of specialty. The reason comes from many sides.From clients’ side - Marketing in general and Digital Marketing in particular are beingapplied in large corporations, big brands came from outside of Vietnam. Under a pres-sure of a difficult economic situation, budget for Digital Marketing has been cut downwhile the goals are very highly squeezed. It leads to that the Social Media or other formsof short-term planning are required and focused more in marketing instead long-termvisions like Online Community Building. By the way, long-term vision is not a familiarterm in SMEs (Small & medium enterprises), obviously, then tactical options are whatthey have been using.From agencies’ side, persuading clients to carry out a short-term campaign becomeseasier and agencies can have a better ROI-model of services. Another reason for agenciesto propose short-term projects is the investment cost for a team that can meet clients’long-term demand of idea, technique and experience, which is a less effective choicecompared to small-groups model with better ability in using tactics rather than strategicthinking. Moreover, an agency’s development process has to be long enough to masterOnline Community Building experience. Only from there, agency will be able to helpclients fully explore the potential of this service. www.girlspace.com.vn www.hocvieneos.com www.beinggirl.comBrand’s consumers need to be taken care better with these kinds of long-term vision campaign (Communities of Girlspace, HocvienEOS, BeingGirl) ..... Page 4 of 6 ..... 2012 - BETTER FOCUSED, BETTER SERVICED WITH & &
  • 5. .....................................................................................................Overall, these two issues consequently limit the appearance of high-quality Digital Mar-keting strategies in Vietnam market. The bright side here is that there are still fewclients/ brands and agencies those are still able to maintain long-term campaigns, thankto good strategies (but with moderate investment). This fact reminds strategicMarketing/Digital Marketing planners to be strong, keep a persistent view to build moreefficient plans in this recent time.Mr. Hoang Minh Ngoc Hai (Director of eBrand Co.., Ltd - Digital Marketing) said: "Inthe past, serveral brands in Vietnam had given a definitely good care to their customersby using Online Community. However, the current market is showing a huge trend ofbrand’s short-term activities that absolutely lack of focus on long-term vision. Under-standing economic difficulties are faced by all brands, but how if we can controlefficiency / economy of the Online Community? This is a direction that the brands havereaped more benefits."Thus, we can say the Online Community is a sustainable direction and very beneficial forthe brand. However, businesses need to pass a number of criteria, before establishingtheir goals, as follows:- A long-term vision for the brand and investment in online activities. Targeting inserving better is a key element in a development strategy.- Pioneering spirit to repositioning or refreshing the brand as well as the marketingstrategy- A stable communication’s architecture driven by marketing / branding.- An adequate budget for 1-2 year vision for this activity.- List of some reliable agencies to implement an online community including the tasksfor creativity, concept, building & managing the community, effective exploitation ofthe user community.A choice of a good partner is a key issue in building successful Online Community also.Understanding the Vietnamese market, having interactive experiences with the onlinecommunity and insightfully caring about brand’s culture are major points to agencies. ..... Page 5 of 6 .....2012 - BETTER FOCUSED, BETTER SERVICED WITH &
  • 6. .....................................................................................................Mr. Hoang Minh Ngoc Hai also shared: "In fact, in five years, eBrand has been deployinglong-term DM strategies, building Online Community successfully for multinationalbrands such as: Kimberly Clark - Kotex, Canon Singapore, Nestle, Arla Food - Milex, SanMiguel Beverage, Vinamilk - Probeauty ... Focusing to be the pioneering agency in Viet-nam which specializes in providing Online Community Building service, we help thebrands to reshape long-term Digital Marketing strategies as well as become a reliablechoice for their strategy. Besides, once the brand offers a long-term vision for DigitalMarketing in particular and Marketing in general, consumers will receive a betterservice, and from there, they will love the brand with their loyalty, the highest goal ofany brand-owner, especially in this tough economy."Hoang HaiHCMC, Vietnam, Oct 2012Tags: Online Community, Social Media, Internet Marketing, Digital Marketing, Facebook, Fanpage, Online MediaFor more details, please access page: www.ebrand.vn, or contact:Mr. Hoang Minh Ngoc Hai (Director of eBrand):Tel: (08) 3526 4554 - Mobile: 091 6888 143Address: 339/46 Le Van Sy street, Ward 14, District 3, HCMC, VietnamEmail: haihmn@ebrand.vn ..... Page 6 of 6 ..... 2012 - BETTER FOCUSED, BETTER SERVICED WITH &