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Qua trinh mua sam cua nguoi dung Internet Viet Nam

Qua trinh mua sam cua nguoi dung Internet Viet Nam
Góc nhìn về sự thay đổi hành vi người tiêu dùng đến hiệu quả quảng cáo trực tuyến

Qua trinh mua sam cua nguoi dung Internet Viet Nam

  1. 1. Consumer Buying Behavior. A Look at Online Advertising 1 2 Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  2. 2. 1980s 2000 2015 Internet? What is it? 80% GO ONLINE Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  3. 3. Not only But also I connect…. Source: Moore Corp With these Workshop “Approach Customer on Digital Media, 14/07/2015
  4. 4. Play with other devices Search for more information Communicate with other people, brands, suppliers. Seeking Value Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
  5. 5. At home, Watching TV. At coffee shop, with friends. At work, with colleagues. On the go, alone. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
  6. 6. TECNOLOGY CHANCES GIVE ME MORE OPTION-INFORMATION-CONNECTION. HELP ME EASY TO MAKE BUYING DECISION AT FAIR-VALUE. AND CHANGING MY BUYING BEHAVIOR. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
  7. 7. Source: Moore Corp Brand I loved it at the first time when I saw it on TV2005 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  8. 8. Source: Moore Corp Brand Supplier Problem Solution I went to the store and asked a salesman.2005 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  9. 9. Source: Moore Corp Brand Supplier Problem Solution Product I showed to my friends and used it.2005 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  10. 10. Source: Moore Corp Problem I went Online and asked Google/Facebook.2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  11. 11. Source: Moore Corp/WYS Problem Solution Product I searched about Lumia 920 and relevant brands/products. Google.com 2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  12. 12. Source: Moore Corp/WYS Problem Solution Product Compare choices. Thegioididong.com 2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  13. 13. Source: Moore Corp/WYS Problem Solution Product I searched about Lumia 920. Youtube.com 2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  14. 14. Source: Moore Corp/WYS Problem Solution Product I searched about Lumia 920. Tinhte.vn 2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  15. 15. Source: Moore Corp/WYS Problem Solution Product Suppiler I made decision and found Supplier.2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  16. 16. Source: Moore Corp Problem Solution Product Suppiler Connect Post-purchase, I asked Google for help again.2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  17. 17. Source: Moore Corp Problem Solution Product Suppiler Connect Post-purchase, I “meet” Microsoft again.2015 Microsoft.com Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  18. 18. Source: Moore Corp Problem Solution Product Suppiler Connect Post-purchase, deeper connections begin.2015 Windowphone.com/forum Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  19. 19. Source: Moore Corp Problem Solution Product Suppiler Connect Post-purchase, deeper connections begin.2015 Microsoft Email Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  20. 20. Source: Moore Corp Brand Supplier Problem Solution Product Problem Solution Product Suppiler Connect My needsBrands Buying Behavior2005 Buying Behavior2015 Store Online Workshop “Approach Customer on Digital Media, 14/07/2015
  21. 21. “18% purchase online.” “21% use the Internet to get ideas” “39% discovered relevant brands.” “48% research hours before purchase.” “18% looked for help on set- up/usage online.” 15% posted reviews/rating “65% compared choices online.” “51% sought advice online.” “53% prepared for offline purchase.” 28% shared experiences on social network Source: Moore Corp/Google 2015 VIETNAM DIGITAL CONSUMER Workshop “Approach Customer on Digital Media, 14/07/2015
  22. 22. “18% purchase online.” “21% use the Internet to get ideas” “39% discovered relevant brands.” “48% research hours before purchase.” “18% looked for help on set- up/usage online.” 15% posted reviews/rating “65% compared choice online.” “51% sought advice online.” “53% prepared for offline purchase.” 28% shared experiences on social network Source: Moore Corp/Google 2015 VIETNAM DIGITAL CONSUMER Workshop “Approach Customer on Digital Media, 14/07/2015 Evaluation Purchase Enjoy & Advocate Consideration Trigger
  23. 23. 39%: Company-driven marketing % OF EFFECTIVENESS 28%: Past Experiences 37%: Consumer-driven marketing 43%: In-store/agent interactions Source: Moore Corp/McKinsey 26%: Company-driven marketing 31%: Consumer-driven marketing 26%: In-store interactions Evaluation Purchase Enjoy & Advocate Consideration Workshop “Approach Customer on Digital Media, 14/07/2015 Trigger
  24. 24. Source: Moore Corp Evaluation Purchase Enjoy & Advocate Consideration Workshop “Approach Customer on Digital Media, 14/07/2015 Evaluation & Purchase Enjoy Consideration Because of Information revolution Because of Social media This evaluation stage gets bigger This gets more important Pre- internet Internet Behavior Changes.
  25. 25. Consumer Buying Behavior. A Look at Online Advertising 1 2 Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  26. 26. CONSUMERS ARE “HARD TO PLEASE” Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  27. 27. Source: Moore Corp Touch pointsChannelsDevices • PRODUCT CATEGORY • CHARACTERISTIC OF CONSUMER • SHOPPING NEEDS OF STAGES 1440 Workshop “Approach Customer on Digital Media, 14/07/2015 Segmentation
  28. 28. Workshop “Approach Customer on Digital Media, 14/07/2015 Australia: Shopping How digital marketing channels influence a typical buyer before the sale Source: Moore Corp/Google
  29. 29. Source: Moore Corp/GoogleWorkshop “Approach Customer on Digital Media, 14/07/2015 Australia: Travel How digital marketing channels influence a typical buyer before the sale
  30. 30. Source: Moore Corp/GoogleWorkshop “Approach Customer on Digital Media, 14/07/2015 Australia: Beauty & Fitness How digital marketing channels influence a typical buyer before the sale
  31. 31. Source: Moore Corp/Hairong Li 1440 BANNER ADS BANNER ADS CTR (US):  1990: 3.00%  2000: 0.50%  2003: 0.28%  2013: 0.05% Workshop “Approach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
  32. 32. Source: Moore Corp/IAB/Hairong Li 1440 ADS SPENDING ON BANNER ADS (US):  1998: 56%  2000: 48%  2004: 21%  2013: 19% BANNER ADS CTR (US):  1990: 3.00%  2000: 0.50%  2003: 0.28%  2013: 0.05% Workshop “Approach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
  33. 33. Source: Moore Corp 1440 Workshop “Approach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
  34. 34. MUTILCHANNEL CONSUMERS ARE “HIGHER VALUE” Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  35. 35. Source: Moore Corp CLVCONSUMER VALUE = + SPENDING AVERAGE + TIME SPENDING Workshop “Approach Customer on Digital Media, 14/07/2015
  36. 36. Source: Moore Corp Tesco Retail Insight: “Tesco’s most valuable consumer a group that is shopping in store, then going online to purchase. These consumer spending 2.04 times as much as those who shop only in-store.” Workshop “Approach Customer on Digital Media, 14/07/2015
  37. 37. Source: Moore Corp/IDC-Community John Lewis Retail Insight: • 60% consumers research online before going the store • 20% consumers buy online and collect in store These multichannel consumers: • Spend 3.5 times more/more frequently • Purchase across more categories Workshop “Approach Customer on Digital Media, 14/07/2015
  38. 38. Source: Moore Corp (CONSUMER LIFETIME VALUE) CLV (REFERRAL LIFETIME VALUE) RLVCONSUMER VALUE = + (MUTILCHANNEL CONSUMER) Workshop “Approach Customer on Digital Media, 14/07/2015
  39. 39. Source: Moore Corp/Google 2015 POST- PURCHASE 16% 15% 3% Share purchase experiences on social network Posted reviews/rating Looed for help on set-up Looed for help on product usage 28% ME TO OTHERS OTHERS TO ME Workshop “Approach Customer on Digital Media, 14/07/2015
  40. 40. BEING TOP OF MIND ISN’T ENOUGH ANYMORE. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
  41. 41. Source: Moore Corp OLD ADVERTISERS Workshop “Approach Customer on Digital Media, 14/07/2015 1. Define target audience 2.Choose big channel 3.Push message 4.Hope consumer buying
  42. 42. Product Solution Solution Source: Moore Corp UNDECISION DECISION Buying Behavior2015 Ideas/Problem Ideas/Problem Ideas/Problem Solution Solution Solution Product Suppiler Product Product Suppiler Suppiler Suppiler Suppiler Workshop “Approach Customer on Digital Media, 14/07/2015
  43. 43. Source: Moore Corp MODER ADVERTISERS Workshop “Approach Customer on Digital Media, 14/07/2015 1. Understanding CDJ 2.Predict responds 3.Provide authentic contents 4.Help them easy to make right decision. DATA
  44. 44. Source: Moore Corp REVENUE PER CONSUMER COST PER ACQUISION MAXIMIZE PROFIT Shorten buying journey Tailor message & content Long-term Acquire & maximize high- value-consumer (CLV & RLV) Integrate marketing effort REVENUE COST PROFIT MARGIN Workshop “Approach Customer on Digital Media, 14/07/2015 Short-term By understanding consumer behavior, we can…
  45. 45. Source: Moore Corp PRACTICES: SKETCH OUT A CONSUMER BUYING JOURNEY Workshop “Approach Customer on Digital Media, 14/07/2015 1. Choose a familiar brand 2.Define characteristic of target consumer 3.Define the most influential channels 4.Define the most influential touch-points
  46. 46. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015 TV/Print/OOH ads Brand/retail site Online video Friend/family Store/Showroom Search results Social network Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger X X X X X X X X X X X X X X X X X X X Online ads X X Example: NOKIA LUMIA; 20 – 25 y/o; Man; Nokia Fan; Middle class; Technology Follower Forum/Group X X X X X CRM X
  47. 47. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015 TV/Print/OOH ads Brand/retail site Online video Friend/family Store/Showroom Search results Social network Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger X X X X X X X X X X X X X X X X X X X Online ads X X Forum/Group X X X X X CRM X Example: NOKIA LUMIA; THE MOST INFLUENTIAL CHANNELS
  48. 48. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015 TV/Print/OOH ads Brand/retail site Online video Friend/family Store/Showroom Search results Social network Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger X X X X X X X X X X X X X X X X X X X Online ads X X Forum/Group X X X X X CRM X Example: NOKIA LUMIA; THE MOST INFLUENTIAL TOUCH-POINTS Best friend Google Youtube Thế giới di động Windows phone việt Outlook Profile
  49. 49. EXPLORE MORE AT MOORE.VN: Workshop “Approach Customer on Digital Media, 14/07/2015 Tiếp cận khách hàng trên các kênh truyền thông số http://goo.gl/yTTlSw Mutil-channel Consumer http://goo.gl/ZumH3X
  50. 50. CONTACT NGUYEN XUAN DONG Vice Managing Director 098 999 5145 dongnx@moore.vn Moore Online Solution and Development Corporation Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net | 50 Workshop “Approach Customer on Digital Media, 14/07/2015
  51. 51. MOORE CORPORATION 51 Workshop “Approach Customer on Digital Media, 14/07/2015

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