2013 digital marketing vietnam-5 paradigms
DESCRIPTION
Vietnam evolves fast and Vietnamese consumer behaviors' changes call for a re-invented marketing approach. Digital marketing (conversational and collaborative) faces great opportunities there!TRANSCRIPT
5 PARADIGMS TO BE OBSERVED AND SCRUTINIZEDClaire GRUSLIN,HANOI and HCMC, Dec 2013
DIGITAL MARKETING IN VIETNAM
2
PARADIGM 1“DIGITAL” IS WIDELY PERVASIVE IN VIETNAM, STILL SLOW E-COMMERCE ADOPTION
Phone + TV+ Internet Multi Screens Display
Exceptional Smart phone adoption
INTERNET ACCESSWidely spread in Vietnam> 16h/week spent time on
Internet within a large, young & growing population
COMPLEX E-COMMERCE MARKET
Embraced as new channel, acceptable but not widespread
(VC Corp, VNG, Rocket Internet, Tiki, and Vat Gia)
3
PARADIGM 2CHANGE IN CUSTOMER’S BEHAVIORS BUT REGULATIONS NOT FACILITATING
GOVERNMENT INTERNET LAWS
Harder e-commerce, internet and censorship
PAYMENT ISSUESMain payment method
is still cash on delivery (COD) – No common Online payment tools
Cash or credit?
DEMOGRAPHICSEmergence of urban middle class, Large female
working population, Technology savvy consumers, Demand for Smaller size products and Mass high
quality products at better price points
4
PARADIGM 3SMARTPHONES HAVE CHANGED VIETNAMESE BEHAVIOURS … ARE COMPANIES FOLLOWING?
HUGE ONLINE COMMUNITY1/3 of smartphone owners visit social
networking sites
SLOW INDUSTRY REACTION…
Real opportunities for using mobile apps
Source: Google Add Planner
5
PARADIGM 4AS VIETNAMESE CONSUMERS’ BEHAVIOURS CHANGE, THEIR EXPECTATIONS SKY ROCKET ….
COMPANIES CHALLENGES
Hard time to invest in exceptional customer experience
Logistics still a challenge (public post company not suitable, lack of third-
party services)
CONSUMERS GREAT EXPECTATIONS
Attitudes become more demanding & self centered
“Me Generation”
6
PARADIGM 5EVEN IF MANAGEMENT UNDERSTANDS DIGITAL OPPORTUNITIES, STILL WAR FOR DIGITAL TALENTS
CREATEAbility to imagine and
adapt new digital opportunities in a
smart way
DESIGNCapability to transform the customer centric
idea within the organization
EXECUTEAbility to provide
insightful content in a time-compressed
environment
MULTI-SKILLED TEAM
MARKETINGExpertise
ANALYTICSExpertise
TECHNOLOGICAL
Expertise
7
“CRAZY” IDEAS TO EMBRACE DIGITAL MARKETING IN VIBRANT VIETNAM ?
CONNECTING to the INTERNET OF THINGS
like NFC (near field communication), QR
code scan, ….
ENGAGE SMART WITH CONSUMERS
ENHANCE OFF-ON LINE EXPERIENCES
LOCALIZE YOUR APPROACH TO THE SPECIFIC CULTURE (North and South
are different!)
OPTIMIZE CROSS-CHANNELS
Customer Experience (great content to be
shared, conversations,..)
EASE THE WAY THEY PAY when purchasing both
off and on line (e-couponing, …)
CLAIRE GRUSLIN• Partner • ELLIPTIC • Inspirational Marketing Consultant
• Professor • HEC-ULg • Solvay Brussels School Economics & Management
[email protected] +32 (0)477 345 213 |