Hanh vi khach hang dinh huong tiep thi truc tuyen 2012 bai trinh bay tns vietnam

1© TNS 2011

2© TNS 2011

Digital LifeDiễn giả: Mr. Glyn Evans Giám đốc nghiên cứu-Công ty TNS Việt Nam

Hành vi khách hàng trên Internet

Digital Life© TNS 2011

Digital media environments are interactive and game changing

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“In the analogue era, marketing was about getting people to think things so they might do things. Digital media are

interactive, so now it’s the other way round. Marketing is now about getting people to do things”

Simon Silvester, ‘How to Think Digital’, WPP Atticus Award Winner


Consumers are getting louder; 4 million times louder than in 2007

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Tweets per day in 2007 :5,000

Tweets per day in 2009:2,500,000

Tweets per day as of June 2011:200,000,000


The path to purchase used to be simple


Until along came the InternetFragmented pathways between buyers, behaviours and brands


Yet digital creates more than one ‘long tail’; marketers need advocacy to reach critical mass to drive successful campaigns

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Campaigns that successfully ‘go-viral’, driven by consumer advocacy Most digital marketing

campaigns fail to impress

Impact

Campaigns


TNS introduces Digital Life...


The most comprehensive view of consumer attitudes and behaviour online


Working out what barriers exist in trying to engage Consumers

11Source: Digital Life 2010

% actively looking for brands

% who find brands intrusive

17 13 21 20 923 21 13

60 42 37 30 27 20 16 10


…and what will motivate them to connect with brands

12Source: Digital Life, Global Data

Talk to me or sell to me – where should your focus be across markets?

7362

53

69

24

4534 31

6048 45 50

11

25

11 15

Social Net. - Good place to learn about brandsSocial Net. - Are/would be a good place to buy products

(%)


The developing digital markets have lower numbers talking about brands online

13

% writing about brands


Yet they are as likely to read comments; brand conversations have massive reach in these markets

14

% reading about brands


With a large audience, and fewer competing conversations, those who do write wield incredible influence

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% reading about brands – Vietnam% writing about brands – Vietnam

% writing (number of potential

advocates)

% reading (size of

audience, size of influence)


Markets mapped by looking at the size of the online population (Internet penetration) and the size of the opportunity within that population (Digital Growth Index)

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High Growth Index

High Internet Penetration

Low Growth Index

Low PenetrationHigh Index

Low PenetrationLow Index

High PenetrationLow Index

High PenetrationHigh Index

Low Internet Penetration

France

Vietnam

Source: Digital Growth Index; Internet World Stats Base: All respondents; 2004, 2361


Most written about

Least written about

Most read about

Least read about

Lots of noise, little interest –Track & respond to key

messages

Low online chatter – drive engagement through creative execution

High impact, low quantity – engage the influencers

Most advocated – Join the conversation

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Defining the role of advocacy across categories in Vietnam

Question: [I5 (1 & 2)]; [Categories written/read about online]

MobileCosmetics

Pet food Motor Cycle


Global Webcast

© TNS 2011 18


Messages are not in the control of brands Even a stranger on the other side of the world is trusted more…

“What other people say about brands can be trusted more than what the brand says themselves”

Disagree

13 57

“I trust the comments my friends write about brands”

“I trust the comments people I don’t know write about brands”

11 54

21 41

Agree


64 64 61 60 56 53 51 46 40

% agreeing

Paid/ rewardedfor doing so

Shareexperiences

Offer advice

Praisea brand

Ask advice

Shareanswers/opinions

Criticizea brand

Share coolstuff from brands

Customerservice

The consumer brand voiceI write about brands to Praise & Criticize


Negative comments resonate strongly And can be a very real threat to sales...

% agreeing“Even a single negative review can have an effect on how I feel about a brand”

Global

Brazil

Vietnam

USA

52

43

50

64


What influences Customers at each stage of the path to purchase?

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New product awareness

Explore and select

Purchase location

Customer service

Keep in touch w/ brand

Online consumer reviewsImportance at each stage

Sales repin personImportance at each stage

Information sources – ‘New cars’

Source: Digital Life, Global Data


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Where most written about

Where most read about

Cleaning/household products

%

In forums/blogs 100

On review sites 100

On my own website/blog

0

Question: [I7/I10]; [Where people write about categories/Where people read about categories] Base: [All Readers/All Writers];

New car %

On websites, blogs, forums provided by the brand/company itself

47

On review sites 43

In forums/blogs 34

Pet Food %

On retailer/online shopping sites

52

In forums/blogs 48

On other types of site 48

Music (CDs or downloads)

%

On my social network 29

On review sites 26

In forums/blogs 23

Music (CDs or downloads)

%

On other types of sites 25

On review sites 20

In forums/blogs 18

Movies (DVDs or downloads)

%

On review sites 18


In forums/blogs 13

Food (other than Pet or Baby food)

%



11

On websites, blogs, forums provided by the brand/company itself

9

Clothes & Shoes %



17

On my social network 16

114,825

How can you target these people? Consumers claim to spend most of their time researching on brand websites & forums – important to optimise these sites


Digital Life offers data that can be cut by target group…

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Global Local Target Group

Main grocery purchaser within

household

Main financial decision-maker

within householdAutomobile ownership

Technology ownership

Gender Age Region Income / SEC

Employment status Marital status Number of children Age of children


And insights on up to 34 categories

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Research behaviour Purchase behaviour Writing / Reading brand comments

Skin care Confectionary, snacks, treats Motorcycle Computer peripherals

Hair care Alcoholic Beverages Credit cards Mobile phones

Personal hygiene Non Alcoholic beverages Insurance Mobile gadget

Oral Care Pet Food Banking products Camera (still and video)

Cleaning/household Tobacco/ cigarettes Music TV

Baby care Clothes & Shoes Movies White goods and home appliances

Over-the-counter medicines Holiday/travel PC / Laptop / Tablet Internet or Phone

Services

Prescription Medicines New car Cosmetics / facial care products Food

Second hand car Software


Digital in Vietnam is typified by… Heavy usage but low reach. Consumers are very open to brands hence digital

strategies must be based on high engagement tactics.

Behaviours are… Heavily social, building big networks quickly, users are very active in creating and

sharing content. Vietnamese also participate in multiple brand conversations offering high potential for campaigns to go viral. Brands remain highly aspirational and have created a desire to display and share brand connections with peers.

Target social networks and offer opportunities to co-create content.

The Consumer Journey is… Mixed, with various sources used. TV and offline retains strong influence, but brand

conversations are increasingly providing a supplementary source of information. Deliver across online and offline touchpoints.

Digitally enable your consumer by… Offering engaging content that delivers on your brand promise. Make it easy for users

to shout about their affinity with your brand whilst the experience of being online and interacting is still fresh and exciting.

How to drive growth in Vietnam?


From campaign integration to business integration:Working together with a common goal… Marketing and Consumer Insights teams

Web, apps and software development teams

CRM and Blogger Outreach teams

Channel management and Retail teams

From integrated marketing to integrated business planning


Thank You

Glyn Evans Research DirectorTNSVietnam4th Floor, 58 Vo Van Tan St., Dist. 3 | HCM City Vietnamt: +84-8 3 930 6631 - ext: 459f: +84-8 3 930 6632 e: [email protected] w: www.tnsglobal.com

mailto:[email protected]

http://www.tnsglobal.com/


Ms. Bùi HằngMobi: 0989 084 995Email: [email protected]://novaads.com

Thông tin chi tiết về “Hội nghị Định hướng tiếp thị trực tuyến 2012”, vui lòng liên hệ:

mailto:[email protected]

http://novaads.com/

http://novaads.com/

Hanh vi khach hang dinh huong tiep thi truc tuyen 2012 bai trinh bay tns vietnam

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