approaching customer on digital media channel
TRANSCRIPT
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Source: Vietnam Digital Landscape 2015 Workshop “Approach Customer on Digital Media, 14/07/2015
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
Source: Vietnam Digital Landscape 2015 Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
Google has estimated that 50% of searches are unique
Source: eMarketer
THE IMPORTANCE OF LONG TAIL (UNIQUE) KEYWORD
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
1. MARKET LANDSCAPE 6. OTHER CHANNEL - EMAIL
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
Connect
Engage
As customer checking their email
Workshop “Approach Customer on Digital Media, 14/07/2015
THE IMPORTANCE OF 1ST RESULT
Source: Seach Engine Watch Workshop “Approach Customer on Digital Media, 14/07/2015
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.
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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
Workshop “Approach Customer on Digital Media, 14/07/2015
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 |
Workshop “Approach Customer on Digital Media, 14/07/2015