This document summarizes education trends in 2017 and marketing trends for 2018 in Vietnam. In 2017, offline education focused on events and experiential marketing while edtech saw growth in areas like online tutoring and going global. Marketing trends for 2018 in Vietnam's education sector include using chatbots, AI, and automation for lead generation as well as focusing on data-driven and mobile-first strategies. The document also highlights strong demographic trends in Vietnam that are fueling growth in education and edtech.

1. Speaker
Phuong Nguyen, CEO & Founder SAGE Education
Phuc Dang, CMO Edumall Vietnam

2. Speaker
Phuong Nguyen, CEO & Founder SAGE Education
Phuc Dang, CMO Edumall Vietnam
EDUCATION
LOOK BACK 2017 &
MARKETING TRENDING
IN 2018
UAN YEAR END EVENT

3. SPEAKER
Talk about OFFLINE EDUCATION Talk about EDTECH

4. 2017
LOOK BACK
OFFLINE EDUCATION

5. Quan điểm

6. Quan điểm marketing truyền thống

7. & education

8. Hành trình khách hàng

9. 2017
● Video trực tuyến
● Mobile first
● Nội dung lan truyền
● Performance based digital marketing
● Cộng đồng
● Digital WOM
● ….
● (Offline: Sự kiện, sự kiện trải nghiệm, ngày hội tuyển sinh/hướng nghiệp…)

10. Ms Hoa Toeic
https://www.facebook.co
m/mshoatoeic/videos/157
3275796066616/

11. Offline Education Case study – Trước đây
Marketing
Facebook,
Google,
event,
….
Đưa về
file excel
Sales
manager vào
file excel và
lấy dữ liệu
Chia đều
cho sales
Rep
SQL
Sales Process
Xử lý hồ sơ
Các thao tác đều diễn ra thủ công và khó kiểm soát
Vấn đề nổi cộm: Content, chiến dịch, nội dung quảng cáo, chạy ads, performance,… thiếu leads, leads chất lượng
Không xác định được trách nhiệm nằm ở đâu: Marketing vs Sales?
Chất lượng nhân sự
....

12. Sage - 2017
Marketing:
- Digital:
Facebook
, Google..
- Tradition
al: event,
hội thảo,
cộng
đồng,….
Sử Dụng Hệ Thống Marketing Automation Để Tự Động Hoá Toàn Bộ Quy Trình Làm Việc
MRR:
Marketing
Response
Reps
Sales process
follow up
Sales Xử lý hồ sơ CSKHMarketing Automation
&CRM
Leads

13. Theo dõi hệ thống từ các Campaign
Chiến
dịch
Leads

14. OFFLINE EDUCATION
2018
TRENDING

15. Offline Education - Xu hướng 2018 +
● Những thứ đang work 2017
● Martech: Chat bot, trí tuệ nhân tạo AI
● Marketing Automation
● Leads nuturing & scoring
● Data-driven marketing
● Edtech
● ...

16. 2017
LOOK BACK
EDTECH

17. EDTECH ECOSYSTEM IN GLOBAL

18. VIETNAM DEVELOPING EDTECH STARTUP ECOSYSTEM
Learning Management
System
Early Childhood
Education
Board Learning Online
Platform
Enterprise Learning Next-gen
School
Tech Learning
Test PrepSearch
Curriculum
Production
Online to Offline
Language Learning
Next-gen Study Tools
School Administration
Compiled by Topica Founder Institute

19. Vietnam Demographic
VIETNAM ROBUST MOMENTUM
Median Age: 29.2 years
Male:28.1 years / Female: 30.2 years
Population Growth Rate: 1% ( 2014, est.)
Estimated to reach one hundred million in 2030
Compiled by Topica Founder Institute

20. Compiled by Topica Founder Institute
Edtech witnessed strong growth in 2016, accounting for
6 deals and over $20 million being invested, making it the
second fastest growing sector after Fintech.
EDTECH IS CATCHING UP AS THE SECOND FASTEST GROWING SECTOR
SERIES A
$9.1M
GotIt! helps slacking teenager with their homework.
SERIES A
$1M
Kyna is online marketplace for short courses
SERIES A
$1M
E2 is a social enterprise dedicated to personalizing learning
Undisclosed
SERIES A
AI based English speaking app
Undisclosed
Compiled by Topica Founder Institute

21. STUDENT STUDYING ONLINE BY CATEGORY
According to more than 300.000 new learner in Edumall in 2017
Phát triển cá nhân
16.62%
Marketing
5.1%
Thiết kế
6.6%
Ứng dụng văn phòng
16.9%
Chủ đề khác
11.3%
Công nghệ thông tin
5.2%
Ngoại ngữ
10.6%
Kinh doanh khởi nghiệp
18.2%
Nuôi dạy con
9%

22. WHAT & HOW USERS MENTIONING ABOUT EDUCATION ON SOCIAL
Data collected by the social listening system of Topica AI Lab

23. HOW EDTECH PRODUCTS’ MARKETING FUNNEL WORKING
Awareness
Consideration
Conversion

24. Direct marketing
Social - CommunityKOL - Influencer
Call center
KEYWORDS IN 2017

25. 2018
TRENDING
EDTECH

26. “The fastest growing middle class
in Southeast Asia”,
more wealthy,
more knowledgeable.
- The Boston Consulting Group report
Shortage of qualified
education providers.
- Kenneth Cooper, chairman of Access
American Education Vietnam, LLC
More used to
technology, brand.
- FCO report
CONTEXT

27. PRODUCT TRENDING: ONLINE TUTORING FOR KID
VIP KIDS (China)
4 years old company - 5000 staffs - 13 office
Rev $800M / year
Revenue on 11/11: $25M
Growth 30% / month
200,000 students
$50/h (tuition fee)
60% marketing expense is word of mouth
3 year lifetime

28. PRODUCT TRENDING: GOING GLOBAL

29. Educating Vietnamese users about Edtech is still going on, so ...
‘High-trusted’ channel such as
SOCIAL - COMMUNITY - KOL - (micro) INFLUENCER
continues to be the trend.
More BRANDING, better customer service.
And … yes, MOBILE is still the best approach to users.
MARKETING TRENDING

30. CUSTOMER CENTRIC & DATA-DRIVEN
Recommendation
Auto budgeting - auto bidding
Lead ScoringSocial Listening Dynamic content
Programmatic

31. THANK YOU.
phuong.nguyen@sage.edu.vn
0976108686
phucdv@topica.edu.vn
0984762661