Date post: | 07-Apr-2018 |
Category: |
Documents |
Upload: | peteralfie |
View: | 222 times |
Download: | 0 times |
of 29
8/6/2019 e Marketing Yahoo Vietnam 3413
1/29
Digital Marketing TrendsDigital Marketing Trends
AudienceAudience
EnvironmentEnvironment
InteractiveInteractive
HCMC July 17, 2007
Prepared by: Russ Conrad
Managing Director New Media Vietnam
8/6/2019 e Marketing Yahoo Vietnam 3413
2/29
Agenda
Web 2.0 Trends
Vietnam Internet Trends
Marketing 2.0 Trends
8/6/2019 e Marketing Yahoo Vietnam 3413
3/29
Key drivers of online advertising Growth
Time
GDP Growth
Lower Internet and
ADSL Cost
Increased Demand for
Digital AdvertisingHigher Internet
Penetration
Improved Internet
Infrastructure
Greater Investment
in Web Content
Growth in InternetAdvertising
VIETNAM HAS IT ALL
8/6/2019 e Marketing Yahoo Vietnam 3413
4/29
Vietnams Digital Generation has a diverse user base
Factory Worker in Saigon Exportprocessing district
Net Pay = $50 per month
$1.50 haircuts
$.60 shampoo
$1.00 Hair ties
$.18 per hr Internet chat andgaming
8/6/2019 e Marketing Yahoo Vietnam 3413
5/29
Internet user growth pace in Vietnam in past 5 years
3,098,007
6,345,049
10,710,980
14,683,78315,760,702
-
2, ,
4, ,
, ,
8, ,
, ,
2, ,
4, ,
, ,
8, ,
ec- 3 ec- 4 ec- 5 ec- pr- 7
Time
Numb
erofusers
(Source: Vietnam NationalInternetCenter-http://www.thongkeinternet.vn/jsp/trangchu/index.jsp )
8/6/2019 e Marketing Yahoo Vietnam 3413
6/29
Country Totalpopulation
OnlineAudience
Mobil
ID 221,900,701 15,300,000
MY 27,392,442 11,000,000
PH 85,712,221 12,000,000
S G 3,601,745 2,400,000
TH 63,456,000 11,900,000VN 83,944,402 15,760,000
Vietnam is the leading SEA country in terms of # of users
INCREASED ADVERTISING BUDGETS, AND THE MASS REACH OF THEINTERNET IN VIETNAM, WILL CREATE A LEAP FROM AFFECT IN ADVERTISING
8/6/2019 e Marketing Yahoo Vietnam 3413
7/29
Mobile Phone Consumption
Count y Total populationOnline
Audience
Mobile
populationPenet ation
ID 221,900,701 15,300,000 46,900,000 21%
MY 27,392,442 11,000,000 17,500,000 64%
PH 85,712,221 12,000,000 34,800,000 41%
SG 3,601,745 2,400,000 4,100,000 114%
TH 63,456,000 11,900,000 32,400,000 51%
VN 83,944,402 15,760,000 13,000,000 15%
Vietnam has the lowest Mobile Penetration inSouth East Asia
With the fastest growing GDP, Mobilepenetration will not be far behind
4 local companies have been investing inFixed WiMAX services: VNPT, FPT Telecom,
VTC and Viettel since 2006.
8/6/2019 e Marketing Yahoo Vietnam 3413
8/29
8/6/2019 e Marketing Yahoo Vietnam 3413
9/29
Web 1.0Web 1.0The mostly read only WebThe mostly read only Web
250,000 Web Sites250,000 Web Sites
Published
Content
User
Generated
Content
1996: 45 Million Global Users
Published
Content
User
Generated
Content
2006: 1 Billion + Global Users
Collective
Intelligence
The business 2.0 opportunities in S.E. Asia (Localization)The business 2.0 opportunities in S.E. Asia (Localization)
DoubleClick
Ofoto
Akamai
mp3.com
Britannica OnlinePersonal Websites
Domain Name Speculation
Page Views
Screen Scraping
Publishing
Content Management
Directories(Taxonomy)Stickiness
Adwords
Flickr
BitTorrent
iTunes
WikipediaBlogging
SEO & SEM
CPC, CPA
Web Services
Participation
Wikis
Tagging (Folksonomy)Syndication
Opportunity 2.0
8/6/2019 e Marketing Yahoo Vietnam 3413
10/29
Webisodes
Blog Marketing
Flash MicrositesSearch Marketing
Social NetworkingSocial Networking
Web Seeding
Viral Ads
Advertorials
Ad Serving
Web Analytics
Branded Games
Globalization meets Web 2.0
M ARKETING .0
Email Marketing
Widgets
8/6/2019 e Marketing Yahoo Vietnam 3413
11/29
Red Bull Engages via a Can Sculpture Contest
Red Bull Art of the Can young adults create sculptures out of red Bull cans and submitphotos of their handiwork to the web. The prize is a trip for two to Switzerland.
8/6/2019 e Marketing Yahoo Vietnam 3413
12/29
Axe Launches brand Using Marketing .0 Best Practices
Formed a band like the pussycat dolls
Created web only videosrelease on Youtube.
Utilize edgy humor that crossesborders
Boom Chicka Wah Wah USA Super market
Boom Chicka Wah Wah USA home
Boom Chicka Wah Wah Japan
8/6/2019 e Marketing Yahoo Vietnam 3413
13/29
Viral Ad reaches 2m visitors spending avg. 8:54 min
8/6/2019 e Marketing Yahoo Vietnam 3413
14/29
Axe Thailand
8/6/2019 e Marketing Yahoo Vietnam 3413
15/29
Axe Results
Source: Business week July 2, 2007
Country Date
entered
Market
share
Thailand 1995 10.9%Columbia 00 11. %
USA 00 1 .5%
Japan 2007 14%
Philippines 19 5 19%
Britain 1991 19.5%Argentina 19 6 0. %
Chile 19 1.5%
India 1999 .6%
USA released web based videos showing the Axe affect.Millionsforwarded it to friends Axe grew from Zero to a $500 million business in006.
Japan Axe entered the market with a viral video that showed teenssnowboarding down a mountain with girls following. 6 weeks after launchaxe had 1 % market share.
8/6/2019 e Marketing Yahoo Vietnam 3413
16/29
Mitsubishi tries TVMitsubishi tries TV--toto--Online crossOnline cross--media marketingmedia marketing
15 Second TVAdvertisement droveover 11 million hits in the 6 hours tothe seewhathappens.com
66% of these peoplewatched the full 50 secondspot + times
Superbowl TV Commercial Mitsubishi website
8/6/2019 e Marketing Yahoo Vietnam 3413
17/29
Case Study: Doritos Crash the Super Bowl
DORITOS stats1,100 movies
2,149,762 streams17,949 loves14,775 comments
Doritos asked usersto create their own
Superbowl Commercial
5,000,000 media impressions
8/6/2019 e Marketing Yahoo Vietnam 3413
18/29
Integrated Digital Marketing
An Idea is nothing more nor less than anew combination of old elements JackFoster
Being that about 50% of all ad budgets come from the brands represented
in this room, then its important that everyone think about activities they
can do with their 5% digital budget
8/6/2019 e Marketing Yahoo Vietnam 3413
19/29
8/6/2019 e Marketing Yahoo Vietnam 3413
20/29
8/6/2019 e Marketing Yahoo Vietnam 3413
21/29
OtherMarketing .0 Activities
Axe Viral show axe feather other
Red bull art of a can
Mitsubishi show offline to onlineDoritos yahoo Choose your ending
8/6/2019 e Marketing Yahoo Vietnam 3413
22/29
content
Web .0 video
Web .0 what is it? wikipedia definition
Marketing .0 What is it? wikipedia definition
Examples of Marketing .0
Fotune article mickey mouse
Biz week article unilever.
Take the key points from the oreilly article and highlight and talk about them. pushthis into marketing .0. lessons to take from web .0.
Ask a few questions to the audience
8/6/2019 e Marketing Yahoo Vietnam 3413
23/29
Im honored to speak today. When roger asked me to help organize this event I had noidea how many Agencies companies and individual interest there would be in aseminar like this. I never expected to speak to a packed room but I think its atestament to the interest and intrigue into the new form of media that is less than 1%advertising spend.
I sat down to put this presentation together on Saturday night. I was in a caf that
normally has internet. However the internet was having problems. I turned to myphones gprs function and spent hours using wikipedia to compile all the content forthis presetnation. While this is not a seminar that focuses on Mobile marketing Iwant to put in a small plug.
I hope I can provide you with some information or insight into digital media that you cansuccessfully implement in your marketing plans. When ever I am asked to speak atan event like this I usually fight for the topic of New Trends. It is a very broad topic
and allows me to brush up on what is the latest buzz words in the industry. Today Ihavd chosen to focus on a few buzz words that may be mis understood.
Web .0 Markting .0 and Integrated digital marketing.
8/6/2019 e Marketing Yahoo Vietnam 3413
24/29
Conclusion
Internet advertising is the future. Take baby
steps test and learn before you invest bigmoney. The knowledge of what works inVietnam is being created by the individuals inthis room.
Whats great in vietnam is that we dont have toreinvent the wheel. We need to look at thepieces of global campaings that were effectiveand package it in ways that will connect withVietnamese. For example instead of Pimp byride = pimp my bike.
8/6/2019 e Marketing Yahoo Vietnam 3413
25/29
Where Web .0 Started
The web .0 phenomenon is what is taking hold right now in Vietnam and has lead to a hugegrown in the internet. Examples include:
Yahoo 60 over 1 million users
Clip.vn video sharing that started
Flickr Photo sharing over 500 000 users
Web .0 lessons:
The service automatically gets better the more people use it.
Network effects from user contributions are the key to market dominance in the web .0 era
8/6/2019 e Marketing Yahoo Vietnam 3413
26/29
Source: Zenith Optimedia WPP Report
Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam
000 1 0 5 9 5 546 42,388 5,945 1,793 1,275 131
2001 69,819 5,649 1,867 41,679 5,871 1,939 1,494 147
2002 69,988 5,758 1,850 38,845 6,776 1,961 1,687 162
2003 73,961 6,296 1,847 38,813 7,059 2,145 1,943 214
2004 78,801 6,948 2,247 40,323 6,798 1,751 2,100 263
2005 82,760 7,514 2,499 40,928 6,579 1,814 2,198 297
2006 87,698 7,920 2,762 41,750 6,652 1,893 2,339 343
2007 94,467 8,378 2,902 44,173 6,785 1,990 2,506 392
2008 102,148 8,826 3,125 45,536 6,968 2,103 2,698 451
Total Ad Spend (US$)Total Ad Spend (US$)
8/6/2019 e Marketing Yahoo Vietnam 3413
27/29
Online ad spend (US$)Online ad spend (US$)
Source: Zenith Optimedia, WPP Report
Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam
2000 777 61 14 545 119 26 6
2001 883 45 10 679 112 25 4
2002 1,116 123 10 781 162 29 4
2003 1,569 174 15 1,093 236 33 4 0.3
2004 2,408 286 16 1,677 343 59 9 0.3
2005 3,434 436 17 2,485 394 73 11 0.4
2006 4,207 589 18 3,027 446 90 22 3.0
2007 4,985 736 20 3,583 490 107 30 5.0
200
85
,733
883
22
4,111 5
39 11
7 40
8.0
8/6/2019 e Marketing Yahoo Vietnam 3413
28/29
Source: Zenith Optimedia, WPP Report
Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam
2000 1.1% 1.0% 0.4% 1.3% 2.0% 1.5% 0.4% 0.0%
2001 1.3% 0.8% 0.5% 1.6% 1.9% 1.3% 0.3% 0.0%
2002 1.6% 2.1% 0.5% 2.0% 2.4% 1.5% 0.2% 0.0%
2003 2.1% 2.8% 0.8% 2.8% 3.3% 1.5% 0.2% 0.1%
2004 3.1% 4.1% 0.7% 4.2% 5.0% 3.4% 0.4% 0.1%
2005 4.1% 5.8% 0.7% 6.1% 6.0% 4.0% 0.5% 0.1%
2006 4.8% 7.4% 0.7% 7.3% 6.7% 4.8% 0.9% 0.9%
2007 5.3% 8.8% 0.7% 8.1% 7.2% 5.4% 1.2% 1.2%
2008 5.6% 10.0% 0.7% 9.0% 7.7% 5.6% 1.5% 1.7%
Online as % of total (US$)Online as % of total (US$)
In 2008, Vietnam will pass its peer SEA countries in Percentage of
budgets that go online
8/6/2019 e Marketing Yahoo Vietnam 3413
29/29
Online as % of Total Adspend
2010
By 2010, the digital ad market is estimated to be $30,000,000 in Vietnam.
What does this mean to Advertisers?