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Consumer Buying
Behavior.
A Look at Online
Advertising
1 2
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
1980s 2000 2015
Internet?
What is it?
80% GO
ONLINE
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
Not only But also
I connect….
Source: Moore Corp
With these
Workshop “Approach Customer on Digital Media, 14/07/2015
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
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
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
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
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
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
Source: Moore Corp
Problem
I went Online and asked Google/Facebook.2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Source: Moore Corp/WYS
Problem
Solution
Product
Compare choices.
Thegioididong.com
2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015
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
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
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
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
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
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
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
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
“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
“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
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
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.
Consumer Buying
Behavior.
A Look at Online
Advertising
1 2
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
CONSUMERS ARE “HARD TO PLEASE”
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
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
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
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
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
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
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
Source: Moore Corp
1440
Workshop “Approach Customer on Digital Media, 14/07/2015
IGNORE/ AVOID
MUTILCHANNEL CONSUMERS ARE
“HIGHER VALUE”
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
Source: Moore Corp
CLVCONSUMER
VALUE =
+ SPENDING AVERAGE
+ TIME SPENDING
Workshop “Approach Customer on Digital Media, 14/07/2015
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
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
Source: Moore Corp
(CONSUMER LIFETIME VALUE)
CLV
(REFERRAL LIFETIME VALUE)
RLVCONSUMER
VALUE = +
(MUTILCHANNEL CONSUMER)
Workshop “Approach Customer on Digital Media, 14/07/2015
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
BEING TOP OF MIND ISN’T ENOUGH
ANYMORE.
Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
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
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
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
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…
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
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
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
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
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
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
MOORE CORPORATION
51
Workshop “Approach Customer on Digital Media, 14/07/2015

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Qua trinh mua sam cua nguoi dung Internet Viet Nam

  • 1. Consumer Buying Behavior. A Look at Online Advertising 1 2 Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  • 2. 1980s 2000 2015 Internet? What is it? 80% GO ONLINE Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  • 3. Not only But also I connect…. Source: Moore Corp With these Workshop “Approach Customer on Digital Media, 14/07/2015
  • 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. 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. 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. 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. 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. 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. Source: Moore Corp Problem I went Online and asked Google/Facebook.2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  • 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. Source: Moore Corp/WYS Problem Solution Product Compare choices. Thegioididong.com 2015 Buying Behavior Workshop “Approach Customer on Digital Media, 14/07/2015
  • 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. 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. 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. 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. 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. 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. 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. 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. “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. “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. 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. 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. Consumer Buying Behavior. A Look at Online Advertising 1 2 Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  • 26. CONSUMERS ARE “HARD TO PLEASE” Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  • 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. 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. 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. 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. 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. 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. Source: Moore Corp 1440 Workshop “Approach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
  • 34. MUTILCHANNEL CONSUMERS ARE “HIGHER VALUE” Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp
  • 35. Source: Moore Corp CLVCONSUMER VALUE = + SPENDING AVERAGE + TIME SPENDING Workshop “Approach Customer on Digital Media, 14/07/2015
  • 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. 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. Source: Moore Corp (CONSUMER LIFETIME VALUE) CLV (REFERRAL LIFETIME VALUE) RLVCONSUMER VALUE = + (MUTILCHANNEL CONSUMER) Workshop “Approach Customer on Digital Media, 14/07/2015
  • 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. BEING TOP OF MIND ISN’T ENOUGH ANYMORE. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. MOORE CORPORATION 51 Workshop “Approach Customer on Digital Media, 14/07/2015