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www.emerald.vnDigital Marketing & WifiSolutions 
Presented by:Emerald Consulting Ltd., Co.
www.emerald.vn 
AGENDA 
•Consumer behavior 
•Consumer insight 
•Current approach at touch-points 
•The role of wifimarketi...
www.emerald.vn 
A day of our consumers…. 
6.00 AM 
8.00 AM 
10.00 AM 
12.00 PM 
02.00 PM 
06.00 PM 
08.00 PM 
10.00 PM 
12...
www.emerald.vn 
And many other occasions they can cannot stand missing a thing… 
SHOPPING 
WEEKEND AT CAFÉ 
TRAVELLING 
WE...
www.emerald.vn 
BRANDS –WHERE ARE WE WHEN THE CONSUMER ARE DOING THEIR THINGS?
www.emerald.vn 
DIGITAL MARKETING IS NOT ABOUT THE INTERNET AT YOUR DESK ANYMORE… 
It is for digital marketing to reach co...
www.emerald.vn 
BRANDS –HOW WE ARE REACHING & ENGAGE WITH THEM? 
TELEVISION 
OUTDOOR / PRESS 
RADIO 
RETAIL STORES 
LOYALT...
www.emerald.vn 
•Do consumers like to be interrupted? 
•Do consumers want to be in an active role in brand making? 
•Do br...
www.emerald.vn 
We want consumer to know more about us… 
see us more often 
act & response to us 
engage with us 
BY CHOIC...
www.emerald.vn 
WHAT DOES WIFI MARKETING ADD TO OUR TRADITIONAL APPROACH? 
TELEVISION 
OUTDOOR / PRESS 
RADIO 
RETAIL STOR...
www.emerald.vn 
WHAT DOES WIFI MARKETING ADD TO OUR TRADITIONAL APPROACH? 
TELEVISION 
OUTDOOR / PRESS 
RADIO 
RETAIL STOR...
www.emerald.vn 
MILK EXAMPLEa view from a Mom-to-be Journey 
Pre- conception Consult 
First Prenatal Doctor Visit (Confirm...
www.emerald.vn 
BEER EXAMPLEa view from a Young Adult Drinker 
Read a news on Printed Magazine 
See a banner on Online Sit...
www.emerald.vn 
WifiSolutions & Mobile Marketing 
Mobile app 
Media / Communication 
Traditional 
Digital 
Mobile 
Mobile ...
www.emerald.vn 
WifiSolutions for App Promotion 
Educate user about app features via digital platform 
Mobile banner 
Enga...
www.emerald.vn 
WifiSolutions for Activation Activities 
Educate user about activation activities 
Engagement 
Purchase 
O...
www.emerald.vn 
WifiSolutions for Remarketing 
Normal Users after connected to S-wifiwill become S-wifi“Society” Users 
No...
www.emerald.vn 
WifiSolutions for Remarketing 
S-wifi “Society” Users interact with Brands through various ad types… 
BRAN...
www.emerald.vn 
WifiSolutions for Remarketing
www.emerald.vn 
WifiSolutions for Remarketing
www.emerald.vn 
CONNECTS ALL THE DOTS!
www.emerald.vn 
THANK YOU!
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EQVN.NET - S-wifi - Digital Marketing & Wifi Solutions - Hong Thanh

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Tài liệu S-wifi - Digital Marketing & Wifi Solutions trong buổi hội thảo Vietnam Digital Marketing 2014 do EQVN phối hợp với các đối tác tổ chức.

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EQVN.NET - S-wifi - Digital Marketing & Wifi Solutions - Hong Thanh

  1. 1. www.emerald.vnDigital Marketing & WifiSolutions Presented by:Emerald Consulting Ltd., Co.
  2. 2. www.emerald.vn AGENDA •Consumer behavior •Consumer insight •Current approach at touch-points •The role of wifimarketing solutions
  3. 3. www.emerald.vn A day of our consumers…. 6.00 AM 8.00 AM 10.00 AM 12.00 PM 02.00 PM 06.00 PM 08.00 PM 10.00 PM 12.00 AM KEY INSIGHT Fear of being DISCONNECTED
  4. 4. www.emerald.vn And many other occasions they can cannot stand missing a thing… SHOPPING WEEKEND AT CAFÉ TRAVELLING WELCOMING NEW BABY CHECK UP OR VISIT
  5. 5. www.emerald.vn BRANDS –WHERE ARE WE WHEN THE CONSUMER ARE DOING THEIR THINGS?
  6. 6. www.emerald.vn DIGITAL MARKETING IS NOT ABOUT THE INTERNET AT YOUR DESK ANYMORE… It is for digital marketing to reach consumers… by any device
  7. 7. www.emerald.vn BRANDS –HOW WE ARE REACHING & ENGAGE WITH THEM? TELEVISION OUTDOOR / PRESS RADIO RETAIL STORES LOYALTY SCHEMES MAGAZINES PR INFLUENCER MARKETING ONLINE ADVERTISING SEM WEBSITES MOBILE SITES MOBILE APPS SEO VIRAL USER GENERATED CONTENT FACEBOOK ADS YOUTUBE ADS SOCIAL ADS SOCIAL APPS BRAND PAGES BLOG POSTS & COMMENTS FAN PAGES TRADITIONAL DIGITAL SOCIAL BOUGHT OWNED EARNED IS THERE ANYTHING MISSING?
  8. 8. www.emerald.vn •Do consumers like to be interrupted? •Do consumers want to be in an active role in brand making? •Do brands want consumers to get distracted by so many banners? •What are consumers willing to do & we are willing to give in? CONSUMER VOICE vs. BRAND
  9. 9. www.emerald.vn We want consumer to know more about us… see us more often act & response to us engage with us BY CHOICE! We want TO BE CONNECTED 24/7 & we love it when Brands actually give in something valued. We are WILLINGto watch things, share small piece of our information, at a certain time, to stay connectedwhen we need. BRAND DESIRE CONSUMER TRADE-OFF BEHAVIOR CONSUMER INSIGHTS VALUED TO CONSUMER NEEDS OF CONNECTING WILLINGNESS TO GIVE & TAKE CONSUMER VOICE vs. BRAND
  10. 10. www.emerald.vn WHAT DOES WIFI MARKETING ADD TO OUR TRADITIONAL APPROACH? TELEVISION OUTDOOR / PRESS RADIO RETAIL STORES LOYALTY SCHEMES MAGAZINES PR INFLUENCER MARKETING ONLINE ADVERTISING SEM WEBSITES MOBILE SITES MOBILE APPS SEO VIRAL USER GENERATED CONTENT FACEBOOK ADS YOUTUBE ADS SOCIAL ADS SOCIAL APPS BRAND PAGES BLOG POSTS & COMMENTS FAN PAGES BOUGHT OWNED EARNED ALL POSSIBLE & POTENTIAL LOCATION The FIRST touch point between BRAND & CONSUMERS, where it has… -Consumer make decision to Act -Brand has Awareness without annoyance -NO Constraint of Locations -LOCATION & DEVICES help with DEFINING the right targets. TRADITIONAL DIGITAL SOCIAL
  11. 11. www.emerald.vn WHAT DOES WIFI MARKETING ADD TO OUR TRADITIONAL APPROACH? TELEVISION OUTDOOR / PRESS RADIO RETAIL STORES LOYALTY SCHEMES MAGAZINES PR INFLUENCER MARKETING ONLINE ADVERTISING SEM WEBSITES MOBILE SITES MOBILE APPS SEO VIRAL USER GENERATED CONTENT FACEBOOK ADS YOUTUBE ADS SOCIAL ADS SOCIAL APPS BRAND PAGES BLOG POSTS & COMMENTS FAN PAGES TRADITIONAL DIGITAL SOCIAL BOUGHT OWNED EARNED ALL POSSIBLE & POTENTIAL LOCATION The FIRST touch point between BRAND & CONSUMERS, where it has… -Consumer make decision to Act -Brand has Awareness without Annoyance -NO Constraint of Locations -Locations help with DEFINING the right targets. The CONNECTION among ONLINE & OFFLINE touch points… -ON THE SPOT when Consumers are willing to make choice to Engage (Event, Activation, Purchasing context, etc.) -Brand has OPPORTUNITIES to Make consumers engage & create BUZZ on Social space. -Targeting by Locations
  12. 12. www.emerald.vn MILK EXAMPLEa view from a Mom-to-be Journey Pre- conception Consult First Prenatal Doctor Visit (Confirm the pregnancy) Monthly Check-up LABOR 3 months of Baby check- up Baby-born Announcement (share on SNS) Friends & Family Visit Reference checking from family & friends Trial Specific Brand/Product Make decision on Brand/Product Information research ACTIVATION/ EVENT (PRENATAL SEMINARS) ONLINE PR SEO/SEM SOCIAL WOM POS VIRAL/WOM on SOCIAL or BRAND PLATFORM CRM (collect automatically) Infant milk awareness CREATING / REMINDING ONLINE PR SEO/SEM Brand Platform
  13. 13. www.emerald.vn BEER EXAMPLEa view from a Young Adult Drinker Read a news on Printed Magazine See a banner on Online Sites ONLINE Invited to join a Digital Engagement on Internet / SNS Invited to join an Activation at POS Register to Online Activity Come to the Offline Event “The morning after” sharing on SNS MOBILE APP Engagement with SOCIAL MEDIA VIRAL Creating MOBILE APP, MOBILE INTERFACE OF MICROSITE DIGITAL ACTIVATION at POS IMMEDIATELY ENGAGEMENT EXPANDING TO ALL POSIBLE TARGETED LOCATIONS FOR OOH
  14. 14. www.emerald.vn WifiSolutions & Mobile Marketing Mobile app Media / Communication Traditional Digital Mobile Mobile web Digital Offline Platforms Take actions Digital
  15. 15. www.emerald.vn WifiSolutions for App Promotion Educate user about app features via digital platform Mobile banner Engagement
  16. 16. www.emerald.vn WifiSolutions for Activation Activities Educate user about activation activities Engagement Purchase Other activities: -Sampling -Redeem voucher-Game at site Location-based targeting
  17. 17. www.emerald.vn WifiSolutions for Remarketing Normal Users after connected to S-wifiwill become S-wifi“Society” Users Normal Users Users
  18. 18. www.emerald.vn WifiSolutions for Remarketing S-wifi “Society” Users interact with Brands through various ad types… BRAND A Display Video Engagement Promotion App BRAND D BRAND B BRAND C
  19. 19. www.emerald.vn WifiSolutions for Remarketing
  20. 20. www.emerald.vn WifiSolutions for Remarketing
  21. 21. www.emerald.vn CONNECTS ALL THE DOTS!
  22. 22. www.emerald.vn THANK YOU!

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