WE COME FROM A ONE-DEVICE…

27
…TO A MULTI-DEVICE HOUSEHOLD
 WORLD 6.3 BILLION 6.8 BILLION 7.2 BILLION 7.6 BILLION
POPULATION

CONNECTED 500 MILLION 12.5 BILLION 25 BILLION 50 BILLION

DEVICES

MORE
CONNECTED CONNECTED
DEVICES
DEVICES 0.0 8 THAN
1.84 3.47 6.58
PEOPLE
PER PERSON
20 0 3 20 10 20 15 20 20
FOR EVERY 3 ADS YOU SEE TODAY,
2 OF THEM ARE DIGITAL ADS.
WHAT IS DIGITAL MARKETING?
 DIGITAL MARKETING IS A PIECE OF A BIG PIE,
WHICH MARKETERS USE TO REACH THEIR TARGETED AUDIENCE

LINEAR ADDRESSABLE SOCIAL INSTANT E-COMMERCE ONLINE AUDIO

TELEVISION TV MEDIA MESSAGING VIDEOS

SEARCH GAMING RADIO NEWS PRESS CINEMA OUT-OF-HOME

 VIETNAM TODAY
124.8 Million
Active mobile
▪ 14th most populous country in the world subscriptions
▪ Rural 65% vs Urban 35%
60.4 Million
▪ Median age 32
Internet users
▪ 14th most internet-active country in the world
(3 in APAC) 70.4 Million
▪ Ranked 8th with the most mobile 3G connection
subscriptions in the world subscriptions
▪ One of the cheapest places on earth to get
56.5 Million
access to 3G
Social media
active users

Source: Vietnam General Statistic Office, United Nation – Jan 2020, Selected key indicators the Vietnam population and housing census Dec 2019; Vietnam Telecommunication Authority (VNTA) – Dec
2019; eMarketer, Apr 2019; Nov 2019 Vietnamnet, Jul 2019
 DIGITAL HAS WITNESSED AN UNPRECENTED GROWTH

28.19
1951 27.21
1898 1914 1875 1913
1852 26.19
Million USD 1807 %
24.77
24.22
1692
22.5
1484 20.64

1329 18.38
1237
15.99
1063
12.99
850
817
721 9.65
639 627
577
462 471 6.01
369
300
244 3.07
206 196 2.04
138
103 85
0 0 1 1 3 5 12 16 23 30

2010 2012 2014 2016 2018 2020 2022 2024 2026

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019f 20202021F2022F

TV Radio Newspapers Magazines Outdoor Internet

THE WAY WE HAVE DONE ADVERTISING FOR YEARS

CAMPAIGN CAMPAIGN

WE LAUNCH & WE LEAVE

THE WAY WE SHOULD THINK OF ADVERTISING NOWADAYS

CAMPAIGNS
PLATFORMS

CAMPAIGNS
PLATFORMS

CAMPAIGNS
PLATFORMS
CAMPAIGNS

PLATFORMS

PLATFORMS STAY WITHOUT CYCLIC DROP

 DIGITAL MARKETING IS COMPLICATED,
BUT IT’S ALSO QUITE SIMPLE

OWNED PAID EARNED

Social network pages
Radio advertising Print advertising Rich media ads
Microsites
TV advertising Blogs In-game ads UGC
Digital OOH
Online Display Mobile PR Editorial
Branded ads Websites
Advertising
Communities
Email RSS feeds Out of home Podcast Paid Search
Mobile content/ advertising
apps Direct Mail Cinema In-banner video
Advergames advertising ads

Buzz/ WoM Mobile In-stream video

Widgets marketing messaging ads
User videos Customer service
SEO In-store comms
 PAID OWNED EARNED

Online Display Websites Microsites Blogs User Generated Content

Rich media ads
Mobile app Video
DIGITAL

Video ads Online Buzz WoM

Mobile ads SEO
Widgets
In-game ads Advergames
Email ads Social network pages
Email/ SMS
Paid Search SMS Ads RSS Feeds Branded Communities
ANALOGUE

TV ads Radio ads Print/ Brochures PR Editorial Word of mouth

Direct Mail
OOH ads Cinema ads Customer Live events Customer Feedback
In-store comms service
Retail store
CONSUMER CYCLE
CONSUMER CYCLE
CONSUMER CYCLE – CHU KỲ MUA HÀNG CỦA NGƯỜI TIÊU DÙNG
CONSUMER CYCLE
 GOLD STANDARD DIGITAL IMPLEMENTATION
1. Integrated Planning 2. Target Audience Intelligence Gathering
Brief Who they are and how
The task they are measured

3. Insights 4. Competitor Intelligence 5. Past performance

Understanding the Identity & evaluate the What worked? Whatdidn’t?
audience & their behavior competition Why?

6. Paid media strategy 7. Owned media strategy 8. Earned media strategy Construct the digital
Summary of learning, key Summary of learning, key Summary of learning key framework
implications and implications and implications and
recommend approach recommended approach recommended approach

9. KPI Setting Establish measurement

Judging success for the criteria
campaign

10. Implementation 11. Optimization Go live

Campaign activation Campaign management

23
 GENERAL INFORMATION DIGITAL INFORMATION

o Background to market o Role of digital

o Background to product o Campaign Objectives
o Business Objectives o Audience behaviors
o Marketing Objectives o Competitor presence
o Target Audience o Creative strategy
o Campaign Period o Budget
o Comms Strategy o Campaign period
o Creative Strategy o Campaign KPIs (if set)
o KPIs

24
 GET current Brand A users
TO try new Brand B
BY showcasing that Brand B gives best in-wear freshness
BECAUSE it has 100% essential oils from finest French flowers in every drop

25
 ROLE OF DIGITAL

1.Reach/
INTEGRATED
Awareness Increase brand awareness/ consideration

Engagement o Generate brand involvement/ interaction

o Generate leads
Transaction o Generate sales

o Generate word of mouth

Reputation o Generate loyalty

26
UNDERSTAND THE AUDIENCE & THEIR BEHAVIOR

FTA TV Cable TV Newspaper Magazine Radio Cinema Outdoor Internet Mobile

Reach (%) 81 76 46 11 8 11 65 72 98

Affinity 105 112 114 130 86 108 115 114 102

Minutes/Day 133 47 43 36 167

27
COMPETITOR INTELLIGENCE
PAST PERFORMANCE

Understanding what worked and what didn’t is key to delivering optimized strategies
What worked and why?
o Scrutinize past campaigns and understand why there was success
o Was it the media value?
o Was it the on-page ad position?
o Was it the context of the placement?
o Was it a time of week/day factor?
What didn’t work and why?
o Was it any of the above
o Can we consider modifying our previous approaches?
o Should we consider the unsuccessful media for future campaigns/
PAID OWNED & EARNED BLEND IS DEPENDENT ON
COMMUNICATIONS/ CAMPAIGN OBJECTIVES
Role of Engagement Reputation
Comms Awareness Transaction
Formats Raise Awareness
Brand involvement/
Leads/ Sales
Word of mouth/
JTBD consideration Loyalty

Display banner
Video

Paid
FB ads
Campaign Search
paid
Mobile ads
E-commerce

Website/App/micr

Owned
osite
FB page
owned
YT…

Social mentions
Earned Shares % resource
earned
allocation
THE CONTENT MARKETING MATRIX
AWARENESS PURCHASE
EMOTIONAL

COMPETITIONS CELEBRITY
WIDGETS
QUIZZES ENDORSEMENTS

VIRALS
GAMES
COMMUNITY
BRANDED VIDEOS FORUMS REVIEWS

ARTICLES EBOOKS E-NEWS EVENTS RATINGS

PRODUCT
FEATURES
INFOGRAPHICS DEMO VIDEOS CASE
PRESS RELEASES
STUDIES
INTERACTIVE
DEMOS
CHECKLIST DATA SHEET
RATIONAL

TREND REPORTS & PRICE GUIDE

GUIDES
REPORTS
WEBINARS
CALCULATIONS

47 Source: First 10 & Smart Insight

THE CONTENT MARKETING FORMATS
EASE OF IMPLEMENTATION
EASY DIFFICULT
LESS

PRESS AUDIO/ PODCAST

SOCIAL MEDIA
RELEASE PODCAST FEED
REQUIRED ATTENTION

ARTICLES OR ANIMATION
BLOG MUSIC
WHITE PAPER

TELECASTOR
IMAGES INFOGRAPHIC WEBINAR
OR TELECAST
MORE

INTERACTIVE
SLIDESHOW VIDEO APPLICATION
GAME

48 Source: PRWeb summarized from lots of source

 DIGITAL KPI SETTING

Reach/ Awareness Engagement Transaction Reputation

Raise Awareness Brand involvement/ Leads/ Sales Word of mouth/ Loyalty
consideration

Digital KPI Unique Reach Brand Interaction Leads Volume of conversation

Cost per Reach Cost per interaction Cost per lead

Frequency Action rate Conversion rate Repeat visitor

% Impression in 1st
Time spent (Dwell time) % positive sentiment
position
Video Views Bounce rate Share volume

Site visit Site action

Share of social voice Visit duration

Reach of mention ...

Study % Awareness uplift Sale lift/ Purchase Intent