e marketing yahoo vietnam 3413

8/6/2019 e Marketing Yahoo Vietnam 3413

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Digital Marketing TrendsDigital Marketing Trends

AudienceAudience

EnvironmentEnvironment

InteractiveInteractive

HCMC July 17, 2007

Prepared by: Russ Conrad

Managing Director New Media Vietnam


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Agenda

Web 2.0 Trends

Vietnam Internet Trends

Marketing 2.0 Trends


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Key drivers of online advertising Growth

Time

GDP Growth

Lower Internet and

ADSL Cost

Increased Demand for

Digital AdvertisingHigher Internet

Penetration

Improved Internet

Infrastructure

Greater Investment

in Web Content

Growth in InternetAdvertising

VIETNAM HAS IT ALL


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Vietnams Digital Generation has a diverse user base

Factory Worker in Saigon Exportprocessing district

Net Pay = $50 per month

$1.50 haircuts

$.60 shampoo

$1.00 Hair ties

$.18 per hr Internet chat andgaming


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Internet user growth pace in Vietnam in past 5 years

3,098,007

6,345,049

10,710,980

14,683,78315,760,702

-

2, ,

4, ,

, ,

8, ,

, ,

2, ,

4, ,

, ,

8, ,

ec- 3 ec- 4 ec- 5 ec- pr- 7

Time

Numb

erofusers

(Source: Vietnam NationalInternetCenter-http://www.thongkeinternet.vn/jsp/trangchu/index.jsp )


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Country Totalpopulation

OnlineAudience

Mobil

ID 221,900,701 15,300,000

MY 27,392,442 11,000,000

PH 85,712,221 12,000,000

S G 3,601,745 2,400,000

TH 63,456,000 11,900,000VN 83,944,402 15,760,000

Vietnam is the leading SEA country in terms of # of users

INCREASED ADVERTISING BUDGETS, AND THE MASS REACH OF THEINTERNET IN VIETNAM, WILL CREATE A LEAP FROM AFFECT IN ADVERTISING


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Mobile Phone Consumption

Count y Total populationOnline

Audience

Mobile

populationPenet ation

ID 221,900,701 15,300,000 46,900,000 21%

MY 27,392,442 11,000,000 17,500,000 64%

PH 85,712,221 12,000,000 34,800,000 41%

SG 3,601,745 2,400,000 4,100,000 114%

TH 63,456,000 11,900,000 32,400,000 51%

VN 83,944,402 15,760,000 13,000,000 15%

Vietnam has the lowest Mobile Penetration inSouth East Asia

With the fastest growing GDP, Mobilepenetration will not be far behind

4 local companies have been investing inFixed WiMAX services: VNPT, FPT Telecom,

VTC and Viettel since 2006.


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Web 1.0Web 1.0The mostly read only WebThe mostly read only Web

250,000 Web Sites250,000 Web Sites

Published

Content

User

Generated

Content

1996: 45 Million Global Users

Published

Content

User

Generated

Content

2006: 1 Billion + Global Users

Collective

Intelligence

The business 2.0 opportunities in S.E. Asia (Localization)The business 2.0 opportunities in S.E. Asia (Localization)

DoubleClick

Ofoto

Akamai

mp3.com

Britannica OnlinePersonal Websites

Domain Name Speculation

Page Views

Screen Scraping

Publishing

Content Management

Directories(Taxonomy)Stickiness

Adwords

Flickr

BitTorrent

iTunes

WikipediaBlogging

SEO & SEM

CPC, CPA

Web Services

Participation

Wikis

Tagging (Folksonomy)Syndication

Opportunity 2.0


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Webisodes

Blog Marketing

Flash MicrositesSearch Marketing

Social NetworkingSocial Networking

Web Seeding

Viral Ads

Advertorials

Ad Serving

Web Analytics

Branded Games

Globalization meets Web 2.0

M ARKETING .0

Email Marketing

Widgets


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Red Bull Engages via a Can Sculpture Contest

Red Bull Art of the Can young adults create sculptures out of red Bull cans and submitphotos of their handiwork to the web. The prize is a trip for two to Switzerland.


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Axe Launches brand Using Marketing .0 Best Practices

Formed a band like the pussycat dolls

Created web only videosrelease on Youtube.

Utilize edgy humor that crossesborders

Boom Chicka Wah Wah USA Super market

Boom Chicka Wah Wah USA home

Boom Chicka Wah Wah Japan


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Viral Ad reaches 2m visitors spending avg. 8:54 min


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Axe Thailand


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Axe Results

Source: Business week July 2, 2007

Country Date

entered

Market

share

Thailand 1995 10.9%Columbia 00 11. %

USA 00 1 .5%

Japan 2007 14%

Philippines 19 5 19%

Britain 1991 19.5%Argentina 19 6 0. %

Chile 19 1.5%

India 1999 .6%

USA released web based videos showing the Axe affect.Millionsforwarded it to friends Axe grew from Zero to a $500 million business in006.

Japan Axe entered the market with a viral video that showed teenssnowboarding down a mountain with girls following. 6 weeks after launchaxe had 1 % market share.


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Mitsubishi tries TVMitsubishi tries TV--toto--Online crossOnline cross--media marketingmedia marketing

15 Second TVAdvertisement droveover 11 million hits in the 6 hours tothe seewhathappens.com

66% of these peoplewatched the full 50 secondspot + times

Superbowl TV Commercial Mitsubishi website


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Case Study: Doritos Crash the Super Bowl

DORITOS stats1,100 movies

2,149,762 streams17,949 loves14,775 comments

Doritos asked usersto create their own

Superbowl Commercial

5,000,000 media impressions


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Integrated Digital Marketing

An Idea is nothing more nor less than anew combination of old elements JackFoster

Being that about 50% of all ad budgets come from the brands represented

in this room, then its important that everyone think about activities they

can do with their 5% digital budget


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OtherMarketing .0 Activities

Axe Viral show axe feather other

Red bull art of a can

Mitsubishi show offline to onlineDoritos yahoo Choose your ending


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content

Web .0 video

Web .0 what is it? wikipedia definition

Marketing .0 What is it? wikipedia definition

Examples of Marketing .0

Fotune article mickey mouse

Biz week article unilever.

Take the key points from the oreilly article and highlight and talk about them. pushthis into marketing .0. lessons to take from web .0.

Ask a few questions to the audience


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Im honored to speak today. When roger asked me to help organize this event I had noidea how many Agencies companies and individual interest there would be in aseminar like this. I never expected to speak to a packed room but I think its atestament to the interest and intrigue into the new form of media that is less than 1%advertising spend.

I sat down to put this presentation together on Saturday night. I was in a caf that

normally has internet. However the internet was having problems. I turned to myphones gprs function and spent hours using wikipedia to compile all the content forthis presetnation. While this is not a seminar that focuses on Mobile marketing Iwant to put in a small plug.

I hope I can provide you with some information or insight into digital media that you cansuccessfully implement in your marketing plans. When ever I am asked to speak atan event like this I usually fight for the topic of New Trends. It is a very broad topic

and allows me to brush up on what is the latest buzz words in the industry. Today Ihavd chosen to focus on a few buzz words that may be mis understood.

Web .0 Markting .0 and Integrated digital marketing.


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Conclusion

Internet advertising is the future. Take baby

steps test and learn before you invest bigmoney. The knowledge of what works inVietnam is being created by the individuals inthis room.

Whats great in vietnam is that we dont have toreinvent the wheel. We need to look at thepieces of global campaings that were effectiveand package it in ways that will connect withVietnamese. For example instead of Pimp byride = pimp my bike.


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Where Web .0 Started

The web .0 phenomenon is what is taking hold right now in Vietnam and has lead to a hugegrown in the internet. Examples include:

Yahoo 60 over 1 million users

Clip.vn video sharing that started

Flickr Photo sharing over 500 000 users

Web .0 lessons:

The service automatically gets better the more people use it.

Network effects from user contributions are the key to market dominance in the web .0 era


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Source: Zenith Optimedia WPP Report

Asiapac Australia Hong Kong Japan S Korea Taiwan Thailand Vietnam

000 1 0 5 9 5 546 42,388 5,945 1,793 1,275 131

2001 69,819 5,649 1,867 41,679 5,871 1,939 1,494 147

2002 69,988 5,758 1,850 38,845 6,776 1,961 1,687 162

2003 73,961 6,296 1,847 38,813 7,059 2,145 1,943 214

2004 78,801 6,948 2,247 40,323 6,798 1,751 2,100 263

2005 82,760 7,514 2,499 40,928 6,579 1,814 2,198 297

2006 87,698 7,920 2,762 41,750 6,652 1,893 2,339 343

2007 94,467 8,378 2,902 44,173 6,785 1,990 2,506 392

2008 102,148 8,826 3,125 45,536 6,968 2,103 2,698 451

Total Ad Spend (US$)Total Ad Spend (US$)


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Online ad spend (US$)Online ad spend (US$)

Source: Zenith Optimedia, WPP Report


2000 777 61 14 545 119 26 6

2001 883 45 10 679 112 25 4

2002 1,116 123 10 781 162 29 4

2003 1,569 174 15 1,093 236 33 4 0.3

2004 2,408 286 16 1,677 343 59 9 0.3

2005 3,434 436 17 2,485 394 73 11 0.4

2006 4,207 589 18 3,027 446 90 22 3.0

2007 4,985 736 20 3,583 490 107 30 5.0

200

85

,733

883

22

4,111 5

39 11

7 40

8.0


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Source: Zenith Optimedia, WPP Report


2000 1.1% 1.0% 0.4% 1.3% 2.0% 1.5% 0.4% 0.0%

2001 1.3% 0.8% 0.5% 1.6% 1.9% 1.3% 0.3% 0.0%

2002 1.6% 2.1% 0.5% 2.0% 2.4% 1.5% 0.2% 0.0%

2003 2.1% 2.8% 0.8% 2.8% 3.3% 1.5% 0.2% 0.1%

2004 3.1% 4.1% 0.7% 4.2% 5.0% 3.4% 0.4% 0.1%

2005 4.1% 5.8% 0.7% 6.1% 6.0% 4.0% 0.5% 0.1%

2006 4.8% 7.4% 0.7% 7.3% 6.7% 4.8% 0.9% 0.9%

2007 5.3% 8.8% 0.7% 8.1% 7.2% 5.4% 1.2% 1.2%

2008 5.6% 10.0% 0.7% 9.0% 7.7% 5.6% 1.5% 1.7%

Online as % of total (US$)Online as % of total (US$)

In 2008, Vietnam will pass its peer SEA countries in Percentage of

budgets that go online


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Online as % of Total Adspend

2010

By 2010, the digital ad market is estimated to be $30,000,000 in Vietnam.

What does this mean to Advertisers?

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