78% of marketers in Vietnam plan to increase their digital investment in 2015, with 22% increasing their digital budgets by more than 30%. The percentage of digital budgets as part of overall marketing budgets in Vietnam is expected to increase in 2015, with 100% of marketers increasing their proportion of spending on digital.

1. 2015 R3 VIETNAM DIGITAL
MARKETING STUDY
1
Vietnam
R3
R3 R3
R3R3

2. Study Background
Companies in the pool
2

3. 3
Will your overall marketing budget change in 2015? By how much?
11%
19%
7%
19%
22%
19%
4%
Decrease
No increase
Increase by more than
30%
Increase by 11%-15%
Increase by 6%-10%
Increase by 3%-5%
Increase by less than 3%
Overall Situation in Vietnam Market
• 70% of interviewed marketers in Vietnam will increase their overall marketing budget during
2015, 19% of them will remain the same, 11% will decrease their marketing budget.
• Identical study carried out in China market, 63% of them plan to expand investment in marketing
in order to face the challenge from competitors, to attract new consumers and lower the churn
rate.

4. 4
Will your overall digital investments change in 2015? By how much?
4%
19%
78%
Decrease No increase Increase
22%
7%
4%
15%
15%
15%
Increase Breakdown
Increase by 3-5%
Increase by 11-15%
Increase by 16-20%
Increase by 21-25%
Increase by 26-30%
Increase by more than
30%
Overall Situation in Vietnam Market
• 78% of marketers plan to increase their digital investment, and 22% of them will increase by more than
30%, merely 4% of them will decrease digital budget in 2015
• By comparison, 74% of China marketers will increase their investment in digital area, slightly lower than
that of Vietnam marketers, yet the confidence in digital area is quite high for both countries marketers.

5. 5
What is the percentage of digital budget in overall market in 2015?
(Including media buying, marketing creativity, campaign website development, WOM monitor, research
evaluation, social media activities, etc.)
15%
19%
22%
11%
4% 4%
7%
19%
Increase by
less than 3%
Increase by
3-5%
Increase by
6-10%
Increase by
11-15%
Increase by
16-20%
Increase by
21-25%
Increase by
26-30%
Increase by
more than
30%
Overall Situation in Vietnam Market
• 100% of marketers in Vietnam will increase their digital budget percentage in Vietnam market.
• By contrast, 84% Chinese respondents will increase the proportion of digital budget in China market.
Average 13%

6. Thank You
6
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