Digital Marketing Communications

Week 2 – Consumer behaviour in the

digital age
This weeks topics
• Vietnam’s Internet and Digital Landscape
• Review: The consumer decision making process

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 Vietnam Internet & digital
landscape
• As a nation, the Vietnamese are considered as
progressive internet users, who are willing to try new
things and adopt trends of the world.
• Vietnamese consumers are still very pragmatic. They
use the internet reaching out to a bigger world,
obtaining information, being entertained and
participating in the global economy

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 Vietnam – Digital Landscape 2021

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 6 hours 47 minutes of our daily life is online

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 More mobile connection

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E-commerce overview

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Now your turn, search for more
information on digital landscape
Vietnam 2019
• Work in pair

• Search for data about digital landscape Vietnam 2021

• Growth?

• Report your findings to class: what do you notice about

the digital landscape in Vietnam?

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Review: The consumer decision
making process
• In the digital age, the way consumers communicate has
been changed.
• To communicate with consumers effectively, marketers
should understand how consumers make decisions to
buy products/services

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Stages in the consumer decision
making process
• Need recognition
• Information search
• Evaluation of alternatives
• Store choice and purchase

• Post-purchase behaviour

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Simplified online purchase journey

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Food for thought
• What traditional/digital communication platforms can be
used to communicate with consumers in each of the
stages?

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Who are the target consumers?
• Marketers also need to understand the target consumers
and their characteristics.
• Internal influences
• External influences

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What stages of the CDM process?
Modern digital payment solution will make cash conversion easier

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Digital marketing communication platforms:
International platforms still dominate

• Facebook (and its ecosystem including Whatsapp,

Instagram and Messenger) and Youtube are still the
kings and queens
• The wide use of instant messenger Zalo in Vietnam: to
follow the model of Wechat (the sucessful mobile and
digital platform in China)
• Messenging application popularity is catching up in
Vietnam with the use of Chatbots
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What apps are
popular in
Vietnam market?
What are the
marketing
communication
implications?

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What does all of this mean for
marketers and brands?
• Understand the behaviour of your target consumers are more
crucial - they’re already ahead of you in adopting new
platforms and technology
o Not just the consumers and society as a whole but your
direct target consumers and its segment, they’re no
homogeneous
• You should shift and balance your advertising spending
between traditional and digital where your consumers are
most active
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 The ‘social-digital’ contract of the
web
• The old world we lived in was where we have
gatekeepers of information.
• In today’s world, the gatekeepers power lies in the
consumers themselves. They will decide what they
want to see and what they don’t want to see: New
Rules of Engagement apply!

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New Rules of Engagement

• 1. Authenticity is key.
• 2. Community is King
• 3. Reach is not Enough.

• 4. Be Specific on Your Positioning

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What are key take-aways?
Think, reflect and write down at least two things you have
learned.

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Example of a brand that respects
this new engagement rule

• Case study: Coca Cola

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Case study 1: Coca Cola

• Background: Coca Cola, as a brand, stands for happiness. The

localised campaign of Share a Coke in Vietnam takes on a very
human behaviour: Vietnamese consumers care about the bonds
between family members (in the Coke case in Australia they care
about individual person). Vietnamese consumers are expressing
those bonds in the new way: emoticons. Coke decides to combine
its brand value with the value of Vietnamese in the new way that
consumers choose to communicate.

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Mother, Father, Sister, Brother : People
I care about

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Express my feeling

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Case study
• https://www.youtube.com/watch?v=JP5hHzCCmt4
• Mercedes-Benz creates outdoor hologram campaign |
WallDecaux – to promote what?
• What stages of the CDM process are relevant for
marketing communication purposes? How?

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Case study practice
• https://www.mmaglobal.com/case-study-hub/case_studies/view/505
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• KFC: Turning KFC into Gamer's Playground

• Questions: What consumer trends are considered in KFC Gamer
campaign? Who are the prospective buyers? Describe the media
mix used in the campaign.
• How would you measure the success of the campaign?

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Reminder
• Don’t forget the ”after class review sheet”
• For next class, please read the readings on category
intelligence and competitor intelligence.

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