Top Banner
Digital 2013 Mindshare
37

Mindshare digital 2013

Jun 22, 2015

Download

Marketing

những thông tin mới về tình hình digital marketing hiện nay do Mindshare thực hiện
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Mindshare digital 2013

Digital 2013Mindshare

Page 2: Mindshare digital 2013

To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images. To insert an image from your files, click the icon in the centre of the placeholder. (If you do

not see the icon, on the Insert tab, in the Images group, click Picture.)

After replacing your image, on the Picture Tools Format tab, in the Arrange group, click the arrow beside Send Backward and then click Send to Back to display text.

In 1996 it took 25 mins to download 1 song…

Page 3: Mindshare digital 2013

To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images. To insert an image from your files, click the icon in the centre of the placeholder. (If you do

not see the icon, on the Insert tab, in the Images group, click Picture.)

After replacing your image, on the Picture Tools Format tab, in the Arrange group, click the arrow beside Send Backward and then click Send to Back to display text.

To update this brand zone text, on the Insert tab, click Header & Footer3

…Now it takes 25 seconds on your mobile phone

Page 4: Mindshare digital 2013

Facebook has reached 1,000,000,000 ++ users

Page 5: Mindshare digital 2013

To update this brand zone text, on the Insert tab, click Header & Footer5

He’s made a lot of money

Page 6: Mindshare digital 2013

6

How many of you knew this guy 1 year ago?

Page 7: Mindshare digital 2013

To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images. To insert an image from your files, click the icon in the centre of the placeholder. (If you do

not see the icon, on the Insert tab, in the Images group, click Picture.)

After replacing your image, on the Picture Tools Format tab, in the Arrange group, click the arrow beside Send Backward and then click Send to Back to display text.

To update this brand zone text, on the Insert tab, click Header & Footer7

The world is going through a period of profound change

Page 8: Mindshare digital 2013

It’s happening quickly and it’s driven by technology and the internet

Page 9: Mindshare digital 2013

What does this mean for Vietnam?

Page 10: Mindshare digital 2013

The landscape is changing fast

10

TV Daily Cable TV Daily

Newspaper Daily

Magazine Daily

Radio Daily Cinema Monthly

Outdoor Daily

Internet Daily

88%

55%

34%

5%

12%

6%

51%

21%

86%

67%

40%

11% 11% 11%

63%

36%

88%

73%

39%

7%

15% 14%

67%

45%200820102012

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

Page 11: Mindshare digital 2013

Internet consumption has grown over the past 5 years, as time spent watching TV has declined

11

All Television Newspaper Magazine Radio Internet

140

3217 14

44

134

3422

13

74

124

39

16 16

84

2008 2010 2012

Average Minutes Spent Per Day

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

Although time spent watching TV is decreasing, people increasingly watch TV online and/or on mobile device.

In 2012 19% of urban adults has watched LIVE TV online in the last month, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).

Page 12: Mindshare digital 2013

The increase in time spent online compared with time spent watching TV is most visible amongst Men 25-34

12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

TV Internet

130

85

135117

126 127

200820102012

M 16-24

TV Internet

147

63

137

102

126

104

F 16-24

TV Internet

134

45

118

81

113103

M 25-34

TV Internet

146

22

136

42

129

57

F 25-44

-4min +42min -21min +41min

-21min +58min -17min +35min

Page 13: Mindshare digital 2013

Changing attitudes towards media and advertisement

13

2008

2010

2012

2008

2010

2012

2008

2010

2012

2008

2010

2012

2008

2010

2012

0 10 20 30 40 50 60 70 80

53

54

60

61

49

43

55

51

47

62

57

49

50

48

41

“I trust TV news to report accurately”

“TV commercials provide truthful information”

“I trust newspapers to report accurately”

“I like watching TV advertising”

“I have less and less trust in companies and brands”

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

%

The last 5 years show a

downward trend in trust in advertisement and traditional

media.

Urban adults don’t just believe what they are being told anymore.

The number of people who like TV

advertising has dropped

significantly

Page 14: Mindshare digital 2013

The decreasing trust in traditional media goes alongside an upward trend in online media

14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet* ComScore Data Gem

Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask

questions and so they look for their own truth, not the truth of the advertiser.

2008 2010 20120

10

20

30

40

50

60

70

80

20

38

72

Social network penetra-tion

Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8%

reach of web population* %

Page 15: Mindshare digital 2013

134 minutes online per day

15

63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online.

Time of day usually go online

07.0

1am

-10.

00am

10:0

1am

-12.

00pm

12:0

1pm

-14.

00pm

14:0

1pm

-17.

00pm

17:0

1pm

-20.

00pm

20:0

1pm

-24.

00am

00.0

1am

-04.

00am

04:0

1am

-07.

00am

It Var

ies0

10

20

30

40

50

60

70

23

37

%

All adults

M 16-24

F 16-24

M 25-34

F 25-44

0102030405060708090

100

63

84 8072

47

Internet penetration%

Internet penetration is skewed towards the young audiences

Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet

Page 16: Mindshare digital 2013

72% of adults has a social network

16

72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month.

Social Network have a profile on

M16-24 F16-24 M25-34 F25-440

102030405060708090

77 7984

7874

78

58 57

45 42

3026

17 14 16 13

Yahoo! FacebookZingMe Google+

%

All adults

M 16-24

F 16-24 M 25-34

F 25-440

102030405060708090

100

7279

84

6862

Social Network penetration

Having a social network is skewed towards the younger

online adults

Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network

Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are

almost evenly popular.

%

Page 17: Mindshare digital 2013

Mobile Internet

17

51% of the online adults use mobile internet, with an average of 27 times a month.

Time of day use mobile internet

07.0

1am

-10.

00am

10:0

1am

-12.

00pm

12:0

1pm

-14.

00pm

14:0

1pm

-17.

00pm

17:0

1pm

-20.

00pm

20:0

1pm

-24.

00am

00.0

1am

-04.

00am

04:0

1am

-07.

00am

It Var

ies0

10

20

30

40

50

2230

%

Using mobile internet is quite spread over the day, which is the convenience of going online on your phone

Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet

All adults

M 16-24 F 16-24 M 25-34 F 25-440

10

20

30

40

50

60

70

80

90

100

5159 61

5244

Mobile internet penetration%

Page 18: Mindshare digital 2013

People read newspapers cross platform

18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers

0

10

20

30

40

50

60

70

80

9080

56

52 2 2 2

All adults M16-24 F16-24 M25-34 F25-44

More females than males read hard copy newspapers, whereas males are more likely to

read a newspaper website than females.

Reading the news via app’s is still very low amongst Vietnamese adults. Males, and especially

young males, are more likely to use newspaper apps.

%

Page 19: Mindshare digital 2013

…and magazines

19

A hard

copy

Magazi

ne web...

Smartp

hone app

iPad/ta

blet a

pp

Oth

er

Email

bulletin

s0

10

20

30

40

50

60

70

80

90

100

82

48

72 3

All adults M16-24 F16-24 M25-34 F25-44

More females than males read hard copy magazines, especially the 25-45 females. Males are

more likely to read a magazine online than females.

Reading magazines via app’s is still low, but there is a skew towards the young females and males.

%

Source: 3D 2012 Base: 898 urban adults who read/buy magazines

Page 20: Mindshare digital 2013

Radio is consumed through mobile phones

20

32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes.

46%

18%16%

14%4%3%

How usually listen to the radio

By mobile phone On a radio cassetteThrough a radio set Via public loudspeakersIn car/ taxi On the internet

Radio stations listened to in last 7 days

HCMC

VOV Giao Thong 66%

Voice of HCM 48%

Voice of Binh Duong 33%

Xone FM 17%

VOV1 16%

Radio stations listened to in last 7 days

Hanoi

VOV Giao Thong 50%

VOV1 38%

Voice of Ha Noi 27%

VOV3 19%

Xone FM 8%

Source: 3D 2012 Base: 922 urban adults who listen to the radioHCMC (331), Hanoi (126)

Page 21: Mindshare digital 2013

Consumer experience of the world does not fit in neat boxes

Page 22: Mindshare digital 2013

The lines between the real and virtual worlds are disappearing

The lines between the real and the virtual world are disappearing

Page 23: Mindshare digital 2013

What we as marketers call digital has just been absorbed into consumers daily lives

Mail is just Email or Messaging

Music is just MP3

Photo Albums are just Facebook

Videos on Tablet, PC or Mobile are just the new TV

Conversations are on Facebook

Games are just played online, with friends, in social networks

Mobile phones are just something they use to pass the time when they are bored, and they use them to interact with whatever is around them

Page 24: Mindshare digital 2013

Our customers are the best integrated marketers out there

Your customers do not see the lines we see between channels

They do not perceive how you communicate with them in the digital space as separate to the real world

They are experts at connecting the two together already

What they see on TV or Posters or in Newspapers, or at an event, or anywhere else in the real world they share and act on online

That is the biggest opportunity in 2013

Page 25: Mindshare digital 2013

25

Page 26: Mindshare digital 2013

In the technology revolution, things change daily

1. Content is now more liquid

2. Communication is always on

3. And advertising is about Orchestration, not just Integration

Post digital communication is “always on”

Page 27: Mindshare digital 2013

Integration happens around social and mobile

Page 28: Mindshare digital 2013

Social listening becomes even more important for brands

Page 29: Mindshare digital 2013

Mobile devices are a key connector

Page 30: Mindshare digital 2013

Commerce gets legs and goes mobile

Page 31: Mindshare digital 2013

“MOBILE IS THE MOST OVER-HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER-HYPED MEDIUM IN THE LONG TERM.”

MARTIN SORRELL, CEO, WPP

Page 32: Mindshare digital 2013

Customer service becomes more integrated with marketing

Page 33: Mindshare digital 2013
Page 34: Mindshare digital 2013
Page 35: Mindshare digital 2013

Think Mobile

Think Social

Don’t think in boxes!

Page 36: Mindshare digital 2013

Beware the “Cargo Cult” mentality

Page 37: Mindshare digital 2013

THANK YOU!