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Tiếp Cận Người Tiêu Dùng Online

Cách thức Tiếp Cận Người Tiêu Dùng Online trình bày trong workshop Tiếp cận người tiêu dùng số vào tháng 7/2015 do Moore Corp tổ chức.

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Tiếp Cận Người Tiêu Dùng Online

  1. 1. APPROACH CUSTOMER ON DIGITAL MEDIA CHANNEL BY MOORE CORPORATION
  2. 2. TABLE OF CONTENT 1. MARKET LANDSCAPE 2. MARKET TREND 3. DISPLAY 4. SEARCH 5. SOCIAL 6. OTHER CHANNEL 7. KEY MEARSUREMENT
  3. 3. 1. MARKET LANDSCAPE 1. MARKET LANDSCAPE
  4. 4. In Asia: Internet Users: 7th Digital Access Index: 0.31 Smartphone Users: 15th In the world: Population: 14th GDP Growth Rate: 2nd Internet Penetration Rate: 39% 4 Source: Vietnam Digital Landscape 2015
  5. 5. 82.4 12.9 15.8 90.5 39.8 128.6 0 20 40 60 80 100 120 140 POPULATION INTERNET USERS MOBILE SUBSCRIPTION Millions VIETNAM CHANGES FROM 2005 TO 2014 2005 2014 Number of Internet Users increased more than 3 times and number of Mobile Subscription increased 8 times in 2014 when comparing with ones in 2005 Source: Vietnam Digital Landscape 2015
  6. 6. 0.2 3.3 10.7 14.7 17.7 20.8 22.8 26.8 30.6 34.9 36.1 39.8 0.3% 4.0% 13.0% 17.6% 21.0% 24.5% 26.5% 30.8% 34.8% 39.3% 40.2% 43.8% - 5 10 15 20 25 30 35 40 45 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Million VIETNAM INTERNET USERS The number of users Penetration rate of population-base Internet Users account for 44% Vietnam Total Population 6 Source: Vietnam Digital Landscape 2015
  7. 7. 1. MARKET LANDSCAPE 2. MARKET TREND
  8. 8. 1. MARKET LANDSCAPE 3. DISPLAY
  9. 9. Direct (2003 – 2007) Ad Server (2005 – 2009) Ad Network (2009 – 2012) Ad Exchange (2011 – now) SSP, DSP (2013 – now) Real Time Bidding “Big Data”, “Data Driven Marketing” REVOLUTION OF DISPLAY ADS
  10. 10. WEEKLY ACCESS OF ONLINE VIDEO 2014 91% 85% 83% 81% 67% 56% 0% 20% 40% 60% 80% 100% Vietnam has the highest percentage of internet users accessing in online video among Southeast Asia countries. Base: online consumers 16+, n=1026 12 TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT 41% 23% 18% 13% 13% 12% 12% 11% 10% 10% 0% 10% 20% 30% 40% 50% % urban Internet user 15-45 Music Video is one of the most favorite User-generated contents… Source: Vietnam Digital Landscape 2015
  11. 11. 1. MARKET LANDSCAPE 4. SEARCH
  12. 12. A - Attention L - Likability I – Intention C – Contact P – Purchase L - Loyalty A - Attention I - Interest S – Search A – Action S - Share ADVERTISING RESPONSE MODELS A - Attention I - Interest D – Desire A – Action AIDA - 1989 AISAS - DENTSU DIGITAL MEDIA CONNECT EVERYTHING
  13. 13. IMPORTANT KEYWORDS LESS IMPORTANT KEYWORDS Look like KW Demand KW COMPETITOR KW BRAND KW Keywords Strategy Dau an dinh duong, dau an cho be, dau tot cho suc khoe… Dau gac Vio, dau Tuong An,… Dau an Kiddy, dau an cho be Kiddy, dau ca hoi Kiddy, dau olive Kiddy… Dau an, dau nau an, dau ran, dau ca, dau olive APROACH CLIENT BY SEARCH ENGINE MARKETING (1) Brand keyword => (2) Competitor/ Functional keyword =>(3) Demand Keyword => (4) Look alike/ lifestyle keyword
  14. 14. Google has estimated that 50% of searches are unique Source: eMarketer THE IMPORTANCE OF LONG TAIL (UNIQUE) KEYWORD
  15. 15. 1. MARKET LANDSCAPE 5. SOCIAL
  16. 16. 93% 59% 36% 22% 20% 15% 57% 35% 13% 6% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Zalo Twitter LinkedIn Instagram Pinterest Account ownership Active use (at least once at month) TOP ACTIVE PLATFORMS Facebook and Zalo are the most popular social platforms in Vietnam
  17. 17. ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE ( weekly) 4% 6% 12% 24% 25% 34% 38% 39% 45% 46% 0% 10% 20% 30% 40% 50% Electronic Banking Shopping Map Usage Product Information… Game Online Video Email Checking Music Search Social Network Base: Internet users (accessing via computer, tablet or smartphone), n=538 THE IMPORTANT OF SO-MO
  18. 18. 1. MARKET LANDSCAPE 6. OTHER CHANNEL - EMAIL
  19. 19. ONLINE ACTIVITIESUSER BEHAVIOR 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never Rarely Sometimes Frequently ONLINE ACTIVITIES OF 15-24 YEAR OLD USERS Users in 15-24 years old spend more time on Social networking….. Base: Urban Internet User, n=2970 22
  20. 20. ONLINE ACTIVITIES OF 25-34 YEAR OLD USERS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never Rarely Sometimes Frequently While users in 25-34 years old spend more time on communication and reading newspaper. Base: Urban Internet Users, n=2970 Source: Vietnam Digital Landscape 2015
  21. 21. Connect Engage
  22. 22. 1. MARKET LANDSCAPE 6. OTHER CHANNEL - PR
  23. 23. 1. MARKET LANDSCAPE 6. OTHER CHANNEL - SEO
  24. 24. THE IMPORTANCE OF 1ST RESULT Source: Seach Engine Watch
  25. 25. VS TOGETHER
  26. 26. CONNECT CUSTOMER BEHAVIOR BY DIGITALACTIVITIES Awareness Likability Intention Contact Purchase Loyalty Digital Connects Everything Create a strong bond between consumers and brand over digital activities.
  27. 27. 1. MARKET LANDSCAPE 7. KEY MEARSUREMENT
  28. 28. Time on Site Bonce Rate Page per visit Lead/Data Conversion ((Input, out put, stay awhile) Order Revenue Click/ CTR Fans/Follow ers Comment Page per visit Reach Impression View Visit Awareness Likability Intention Contact Purchase Loyalty Digital Connects Everything Referal/Share/ review
  29. 29. Conversion Input Conversion Output Conversion Onside Conversion Form Filling: Name, Mobile Number, Email, Address, Company, Interest,.. Download, share, purchase,..Navigate to other site on website
  30. 30. YOUR TURN!
  31. 31. 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 | 36 Workshop “Approach Customer on Digital Media, 14/07/2015
  32. 32. MOORE CORPORATION 37 Workshop “Approach Customer on Digital Media, 14/07/2015

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