The document presents an analysis of digital media usage and marketing strategies in Vietnam, highlighting growth in internet and smartphone usage from 2005 to 2014. It includes key insights on market trends, user engagement across social media platforms, and the importance of various advertising models for effective customer outreach. The analysis underscores the significant role of online video consumption and the evolving landscape of digital marketing in Asia.

1. APPROACH CUSTOMER
ON
DIGITAL MEDIA CHANNEL
BY MOORE CORPORATION

2. TABLE OF CONTENT
1. MARKET LANDSCAPE
2. MARKET TREND
3. DISPLAY
4. SEARCH
5. SOCIAL
6. OTHER CHANNEL
7. KEY MEARSUREMENT

3. 1. MARKET LANDSCAPE
1. MARKET LANDSCAPE

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. 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. 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. 1. MARKET LANDSCAPE
2. MARKET TREND

10. 1. MARKET LANDSCAPE
3. DISPLAY

11. 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

12. 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

13. 1. MARKET LANDSCAPE
4. SEARCH

14. 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

15. 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

16. Google has estimated that 50% of searches are unique
Source: eMarketer
THE IMPORTANCE OF LONG TAIL (UNIQUE) KEYWORD

17. 1. MARKET LANDSCAPE
5. SOCIAL

18. 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

19. 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

21. 1. MARKET LANDSCAPE
6. OTHER CHANNEL - EMAIL

22. 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

23. 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

25. Connect
Engage

26. 1. MARKET LANDSCAPE
6. OTHER CHANNEL - PR

28. 1. MARKET LANDSCAPE
6. OTHER CHANNEL - SEO

29. THE IMPORTANCE OF 1ST RESULT
Source: Seach Engine Watch

30. VS
TOGETHER

31. 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.

32. 1. MARKET LANDSCAPE
7. KEY MEARSUREMENT

33. 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

34. 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

35. YOUR
TURN!

36. 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

37. MOORE CORPORATION
37
Workshop “Approach Customer on Digital Media, 14/07/2015