Approaching Customer on Digital Media Channel

APPROACH CUSTOMER ON

DIGITAL MEDIA CHANNEL BY MOORE CORPORATION

Workshop “Approach Customer on Digital Media, 14/07/2015

TABLE OF CONTENT

1. MARKET LANDSCAPE

2. MARKET TREND

3. DISPLAY

4. SEARCH

5. SOCIAL

6. OTHER CHANNEL

7. KEY MEARSUREMENT


1. MARKET LANDSCAPE 1. MARKET LANDSCAPE


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%

Source: Vietnam Digital Landscape 2015 Workshop “Approach Customer on Digital Media, 14/07/2015

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

Mill

ions

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


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%

Mill

ion

VIETNAM INTERNET USERS

The number of users Penetration rate of population-base

Internet Users account for 44% Vietnam Total Population


1. MARKET LANDSCAPE 2. MARKET TREND




1. MARKET LANDSCAPE 3. DISPLAY


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


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

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


1. MARKET LANDSCAPE 4. SEARCH


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


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


Google has estimated that 50% of searches are unique

Source: eMarketer

THE IMPORTANCE OF LONG TAIL (UNIQUE) KEYWORD


1. MARKET LANDSCAPE 5. SOCIAL


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


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



1. MARKET LANDSCAPE 6. OTHER CHANNEL - EMAIL


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


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



Connect

Engage

As customer checking their email


1. MARKET LANDSCAPE 6. OTHER CHANNEL - PR



1. MARKET LANDSCAPE 6. OTHER CHANNEL - SEO


THE IMPORTANCE OF 1ST RESULT

Source: Seach Engine Watch Workshop “Approach Customer on Digital Media, 14/07/2015

VS

TOGETHER


CONNECT CUSTOMER BEHAVIOR BY DIGITAL ACTIVITIES

Awareness Likability

Intention Contact

Purchase Loyalty

Digital Connects Everything

Create a strong bond between consumers and brand over digital activities.


1. MARKET LANDSCAPE 7. KEY MEARSUREMENT


Time on Site Bonce Rate Page per visit

Lead/Data Conversion ((Input, out put, stay awhile)

Order Revenue

Click/ CTR Fans/Followers Comment Page per visit

Reach Impression View Visit

Awareness Likability

Intention Contact

Purchase Loyalty

Digital Connects Everything

Referal/Share/review


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


CONTACT

NGUYEN XUAN DONG Vice Managing Director 098 999 5145 [email protected]

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 |


MOORE CORPORATION


Approaching Customer on Digital Media Channel

Marketing

vietnam digital landscape

digital media channel

aisas dentsu digital

vietnam internet users

digital access index

number of internet users

base internet users

smartphone users