1) According to a survey in Vietnam, 90% of urban 20-39 year olds own smartphones and spend over half their daily internet time on mobile. 50% of online shopping and YouTube usage in Vietnam is via smartphones. 2) Digital advertising spending accounts for 27% of total ad spending worldwide but only 5-10% in Vietnam, indicating a gap between brands and consumers. Television remains the dominant media at 91 minutes consumed daily versus 103 minutes on mobile internet. 3) Facebook is the dominant social media platform in Vietnam, used by 98% of urban 20-39 year olds, who spend an average of 2.5 hours per day on it. The average Vietnamese user likes 48 brand pages primarily to

1. Asia Plus Inc.
Digital marketing trends in Vietnam & worldwide
consumer behavior towards social media marketing

2. 2
Year 2016

3. 3
Year 2016
90% of urban 20-39 years old own smartphone
Spend 4 hours for internet, out of which more than half are from
smartphone
67% have purchased online.
50% of online shopping and YouTube usage are from smartphones
ource: Asia Plus, Wearesocial.sg
in Vietnam

4. 4
The gap between brands and consumers

5. 5
The gap between brands and consumers
TV; 91
Internet
(PC);
134
Internet
(Mobile);
103
Others;
56
Vietnamese average media
consumption (min)
Worldwide Vietnam
Digital spend % in ad cost
Digital Others
27%
5-10%
Source: Asia Plus Source: Asia Plus, eMarketer

6. Facebook for Vietnam
Source: Asia Plus
By far, the strongest tool to reach your
audience
• 98% of urban 20-39 use it
• 75% use it to as information source
• Spend 2.5 hours in average daily
• Owns 460 friends
• 14% single have used it to look for
the partner

7. Vietnamese “likes”
48 brand page in average
44%
35%
32%
32%
30%
27%
17%
Receive latest product information
Receive event information
I simply like the brand
Give-aways / Lucky draw
opportuities
Discounts / Coupon opportunities
Receive useful tips
Receive company information
Reasons of “likes” on brand pages
Source: Asia Plus

8. Vietnamese “likes”
48 brand page in average
17%
27%
37%
38%
48%
Through campaign
Facebook ads
Search on Facebook
Visit brand page directly
Like or share from my friends
Trigger to “like” the page
Source: Asia Plus

9. In Vietnam,
30 brands have
more than
1 million fans
(Japan = 7)
Source: Asia Plus, social bakers

10. These brands receives
1478 interactions in
average
(0.08% of those who likes)
Source: Asia Plus, social bakers

11. The maximum
average likes of these
brands are 10,008 -
6.8 times higher than
average
Source: Asia Plus, social bakers

12. These brands post
7.2 contents daily
Source: Asia Plus, social bakers

13. 94% has removed their likes from brand
page, including 19% of “often do”
41%
39%
39%
23%
12%
7%
Posts are different from my interests
Post of low-qualities
Too much commercial factors
Pots frequency are very few
When i feel interactions are with separate
profiles
Post have very few likes
Reasons for the removals
Source: Asia Plus

14. Advertisement effectiveness
57%
43%
Clicked ad in last 7
days?
41%
59%
Purchased after
clicking net ad?
Source: Asia Plus

15. Advertisement effectiveness
57%
43%
Clicked ad in last 7
days?
41%
59%
Purchased after
clicking net ad?
Source: Asia Plus
37%
34%
29%
28%
27%
22%
14%
13%
13%
Interested in products
As it looks impressive
As it has good promotion
By mistake
As it looks funny
Forced to see the content I want
As I like the brand
As I like the celebrity
As I could earn money by click
Reasons of clicks

16. Yes;
81%
No; 14%
I do not
remember; 5%
Have you been irritated with the net ad?
Advertisement effectiveness
Source: Asia Plus

17. Trusted information source
Source: Asia Plus
Family 66% Friends 56% TV Program 32%
TVCF 29% TVCF 19% Internet Ad 13%

18. Advertisement effectiveness via neuroscience
Source: ExchangeWire

19. Advertisement effectiveness via neuroscience
Interstitial adsBanner
Source: ExchangeWire

20. Advertisement effectiveness via neuroscience
Interstitial adsBanner
Source: ExchangeWire

21. Advertisement effectiveness via neuroscience
Interstitial adsBanner
Source: ExchangeWire

22. Advertisement effectiveness via neuroscience
Interstitial ads
Source: ExchangeWire
Eyeballs are looking for “close”

23. Tips for social marketing approach in Vietnam
1. Set the goal and plan accordingly
2. Quantity + Quality
3. Mobile approach, not as subset of TV or desktop
4. Measure the achievement

24. 1. Set the goal and plan accordingly
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Facebook Engagement trend by
format (2015)
Videos Images Links Status
Source: locowise
Define what the objective is. Define audience and plan the approach accordingly.
(Share this with your agencies for the better results)

25. 3. Quantity + Quality
7.2 contents x 48 brands page = 346 posts daily
Enhance the quality of each posts for better
engagement (or your reach / interaction goes
down)
Contents that consumers would receive at max (theoretically)

26. Watching behaviors are different
between devices
Times spent for each contents from
smartphone - 1.7 sec
64% of Vietnam users either “close the
browser (18%)” or see minimum to skip
(48%)”
Source: ExchangeWIre, Asia Plus
3. Mobile approach, not as subset of TV or desktop

27. 3. Mobile approach, not as subset of TV or desktop
Tips for better social contents
1. Attractive visual
2. Logo / Brand
3. Clear message
4. Do not save the best for last
5. Easy to understand w/o sound
Oded Shoham, CEO and co-founder, evania
Source: ExchangeWIre, Asia Plus

28. 3. Measure the achievement
Benefit of online is that it is measurable. Set the KPI
(Key performance indicators) and KGI (Key goal
indicators) and review deeper than CPC, CPA.

29. Tips for social marketing approach in Vietnam
1. Set the goal and plan accordingly
2. Quantity + Quality
3. Mobile approach, not as subset of TV or desktop
4. Measure the achievement

30. Asia Plus Inc.
Smartphone market research

31. What goes on in the rest of the market
Net usage in Vietnam and other SEA countries are VERY LOW
Online;
51%
Offline;
49%
Online;
1%
Offline;
99%
Online usage differences in Market Research

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