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MAI HUU LOC Current work: Group Head at OMG Vietnam Experience: 2 years experience in Media Research – Kantar Media 6+ years experience Media and Digital marketing – Publicis & OMG VN 1 year international working experience – Publicis China Clients:

DIGITAL MARKETING

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Talking Points

What is Digital marketing ? Why Digital marketing ? Digital marketing components Benefits of digital marketing Digital marketing process & Role of an agency Appendix: Digital Solution Analysis

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What is Digital Marketing ?

Digital marketing is the act of promoting a business, brand or individual through a variety of digital media channels, including also internet and mobile platforms

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WHY digital marketing ?

Digital penetration is the Answer:

Source: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)!

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WHY digital marketing ? (cont.)

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1980s – 1990s 1990s – 2000 2001 - 2003 2004 - 2013

Digital’s Decades in Vietnam

Digital evolution is always-on while people grow:

Advertising in Digital Age

Digital Advertising

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Microsite

Forum seeding

ORM

Mobile App

Viral

Social media

iTVC

Display banners

Social Contest/Games Email

There is also a variety of digital marketing components:

Benefits of Digital Marketing ?

In terms of Effectiveness: Puts the consumer in control Provides convenience Provides targeted results It is measurable Cost effective

There are many benefits of digital marketing vs. traditional marketing

In terms of Communications: Builds up your brand image Drive brand engagement Drives brand loyalty Brand Advocacy

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Digital Marketing Process

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Stages of a digital marketing campaign

1 - campaign briefing

2 - creative ideas and digital planning

3 - creative development and digital buying

4 - campaign implementation

5 - launch, monitoring and optimization

6 - post campaign analysis

AD SERVER/ TRACKING

PUBLISHER CREATIVE MEDIA/DIGITAL AGENCY

CLIENT

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ROLE of DIGITAL AGENCY

Digital Consultation Digital Planning Digital Buying Pre & Post Analyis

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Digital Consultation & Planning

Research stage: Know your customers – Who are they, and what do they expect from you?

Know what you're trying to achieve – Set clear, measurable, achievable goals

Know your competitors – What are they doing well or badly (learn from them) – What aren't they doing at all (seize the opportunity)

Know the audience – Demographics, Behaviours,..

Know the creative or communications message – Discuss with client & creative agency

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Digital Planning (cont.)

Stratgic planning stage: Set digital objectives & strategies: – Awareness: Reaching the right audience – Engagement: To engage with your audience – Conversion: To motivate your audience to take action – Efficiency & ROI

Build the master digtal plan to meet the objectives – Choose the right digital media* – Choose the right digital vehicles/mechanism* – Allocate budget – Airing schedule

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Digital Buying

Develop the detailed digital plan with KPI optimization – Choose the most efficient vehicles (websites, ..) in order to meet planning

objectives – Deal with digital publishers for the most effective & efficient spots

Digital Metrics

How to buy the most efficient digital vehicles for the plan. Lots of digital metrics as following: Display Ads: Impressions Clicks CTR CPC CPA Social metrics: Fans, Likes, Comments, Shares.. Search metrics: Impressions, Clicks, CPC, Bounce Rate,..

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Digital pre & post analysis

Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign. PRE: Comscore Effective Measure Google analytic tools POST: Media Mind Double Click Google analytic tools Social media monitoring tools Sentiment analysis tools …..

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Digital marketing measurement

Appendix: Digital Solution Analysis

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MICROSITE: Your Window to the Digital World

Your website is your most valuable piece of digital real estate It is the only place online where you are in control Think of it as a “conversion engine” for the traffic you drive to it Your website turns visitors into leads / customers

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Interaction E-commerce Brand Image

In-page Display Ads

To advertise in a specific website (mass or niche), in which our ads banners can be displayed in order to reach high traffic across the homepage & subpages of the sites.

• High traffic websites/portals (Yahoo, Vnexpress, Dantri, 24h)

• Various ads position & ads format (rich media, expandable banners)

S W

O T

In-page ads channels are used to build sufficient massive reach with high traffic websites

Some niche websites (on Real Estate, Finance) also need to be on air for right targetting

Pre-roll or Rich banners should be used more to leverage ads attraction & conversion rate

PR Advertorials should explored to massively educate on brand/product features

•CPM or CPD buying are due to websites’ regulation

•Massive audience, which may lead to irrelevant impression/click

• Low CTR if not targeting relevant sections

•More ads formats, branding, sponsorship, Advertorial could be explored for long-term campaigns

• Some niche website, which have low traffic are not strong enough to air alone

•Regulations by the website may threat the ads benefit of the campaign

Display Ads Network

Groups of websites, which are classified into specific content category in order to reach specific tartget audiences (Lifestyle, Business, Real Estate, Car Motorcycle,..)

• Strongly focused into targeted audiences due to its relevant content

• This leads to higher CTR driving • CPM buying: we pay for what

we earn • CPM are kept flat at around

18,000 vnd S W

O T

Ads Network channels are suitable for niched brand/campaign like banking… Ads Network channels should be used along with other top channels to amplify the campaign reach & optimise the CTR

• Low traffic website, sometimes not sufficient impression to deliver if airing on few sites

•A few websites do not agree to join the ads network

•Ads position is limited into some regulated place (Ballon, fixed banners)

• It is feasible to select our own relevant websites as well as expand the channel list

•More creative ads could be explored

•Ads exposure could be justified by time/site for optimization

•Ads are scatterd across many websites, which may be hard to monitor manually

•Website content quality need to be qualified

Mobile Ads

To advertise on mobile version website (m. domain)

• Small screen & Access on-the-go

• CPM buying: we pay for how much we earn

• Higher CTR than desktop version

S W

O T As mobile internet population is increasing rapidly (38% 48%, 2010 vs. 2011), Mobile Ads should be more invested to maximize the campaign reach

•Ads format is not as rich as desktop version

•CPM is more expensive than that of desktop version

•Most of niche websites have not had mobile interface yet

•More & more mobile sites to be added into the network to maximize the mobile reach

•As technology is always developing, mobile ads would be more innovative in near future

•Ads expsure is due to CPM system, which makes it hard to manually monitor

•As the network has quite few websites, better SOV would dominate the mobile SOV

Search – SEM or SEO

• SEM (or Google Adwords) is used to display Ads on the ads area of the Google screen. This is mostly applied to bring instant Search traffic for short-term campaigns

• SEO is applied to optimize the own website’s natural ranking result on the Google Search page. Hence, bring more earned traffic to the website. The SEO process would normally require at least 6 months to earn the effective result

ANZ Ads here

Suggestions: — Set a budget for SEO on local website (vn domain or

subpage) to build up brand equities in long-term period — SEM is applied to support short-term initiatives

Social Seeding

• Social media is a platform where online people could live, talk & create their own contents

• Social conversation is now important to the brands, who could get what the consumers’ insight & feedbacks about them. Then the brands could build up their images via positive WOM across the communities

• As the next step of utilizing the ANZ fanpage, an ANZ social community should be built up inside & around the fanpage

• Create WOM across online communities (facebook, forum,..)

• Key influencers are helpful for endorsement

S W

O T

• Social media is only strong for Youth, facebookers,..

• In case of having sufficient social SOV, it would bring good results in term of brand understanding & advocacy

• Formal tracking is not applicable

•Be sure to control social discussion growing on a positive way

THANK YOU

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