Group 2Vu The Tung

Nguyen Bich Ngoc

Le Thuy Trang

Ho Quang Tien

Bui Tran Huan

Introduction

Megatrend in marketing: Digital age

Best practice case: Youtube® featuring

Michelle Phan

Summary

Megatrend is

a gathering wave of change significant influences the

future

has aura of inevitability

has a far and wide reaching impact on society

Identification of megatrend is valuable for

providing guidance for decision making

A megatrend washes over an industry, it typically

traverses

transcends

transforms

industry

Sharing culture

Woman empowerment

Digital age

10 years ago, what did you do to share something?

Nowaday…From users to users for users

House-wives to working moms

Higher earning, social standing, status

Opinion, financial independence

The new Superwoman!

The world is just one click away…

In this age you can …

all by just one click

Find informationFind/ apply a

jobBanking onlineMake friendsBook a cabFind a bookCook onlineListen to musicWatch a videoShopping onlineWork online

The popularity of Mobile devices

No. owner: 5 billion, 80% world wide

population. 20% of them are smartphone.

High technologies is applied: touchscreen,

camera integrated, fingerprint, voice

command and all are easy to use.

Application store: develop smart apps,

specify for industry and personalized app.

Platform: facebook, youtube, LinkedIn etc.

Facilitates a free platform for video hosting,

sharing and viewing.

Users create value by making creative

videos.

Revenue stream comes from advertisement,

which draws from the amount of views.

Jul 2005

May 2006

Jul 2006

Oct 2006

Dec 2012

Launched

video hosting

website

Enable mobile

uploading video

Delivering 100 million

video views/day

Purchased by Google for

US$1.65 billion

Gangnam Style became the first YouTube

video to surpass one billion views

Born 1987, Vietnamese born American

Working as a waitress to make ends meet

Now:

Total net worth: 3 million USD

Subscriber: >7 million

Own cosmetics line: EM

2.9 million average views per video

Live a happy and dignified life

What change???

Sharing culture: she chose to upload video to

youtube to sharing to everyone.

Women Empowerment: She makes all her

video for women, herself also is a symbol for

modern style of women

Digital age: Technology has empower through

out the story. The new magic of Cinderella.

Short video, the richness of content and

theme

Easy to apply, popular materials, detailed

instruction

Story telling:

Background for each video

Light-hearted and emotional

Series of dynamic video every week

Constantly maintain a steady level of quality

through out the videos