VIETNAM: Evaluation of online consumer marketing activities · Top ten source markets s Source:...
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VIETNAM: Evaluation of online consumer marketing activities
Changshu, China ⎥ 6 July 2 0 1 7
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VIETNAM NATIONAL ADMINISTRATION OF TOURISM
International Tourist Arrivals 2007 - 2016
Gro
wth
rate
Source: General Statistics Office Of Vietnam (2016)
4.1 4.23.7
5.0
6.0
6.87.5
7.8 7.9
10
16.6%
0.6%
10.9%
34.8%
19.1%
13.8%
10.6%
4%
0.9%
26%
0.0
2.0
4.0
6.0
8.0
10.0
12.0
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Y2007 Y2008 Y2009 Y2010 Y2011 Y2012 Y2013 Y2014 Y2015 Y2016
Mil.
Top ten source markets
In th
ousa
nds
Source: General Statistics Office Of Vietnam (2016)
2,690
1,540
740
552 507433 407
320 266 257
1,780
1,112
671
491 438338 346
212 214 236
51.4%
38.7%
10.3%12.5%
15.6%
28.1%
17.6%19.8%
24.4%
8.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0
500
1,000
1,500
2,000
2,500
3,000
China SouthKorea Japan USA Taiwan(China)
Russia Malaysia Australia Thailand Singapore
Y2016
Y2015
Travel & Tourism’s Contribution Share to GDP 2016
Source: The World Travel & Tourism Council (WTTC) (2016)
6.6%
93.4%
Tourism&Travel Others
13.9%
86.1%
Tourism&Travel Others
Direct Contribution Direct and Indirect Contribution
DirectContribution
Direct &IndirectContribution
Volume US$12.1bn US$25.4bn
Ranking 40/184 55/184
Viet Nam – Charm your senses
Main objectives:
. Position Vietnam as a must-see tourism destination in SEA
. Increase international arrivals to Vietnam
. Increase the no. of quality visitors with longer stay and higher spending
. Enhance industry cooperation to leverage resources
Viet Nam – Charm your senses
Digital Marketing Strategy
. Official Website
. Official Facebook page
. Official Twitter account
. Official YouTube account
. Official Instagram account
Viet Nam – Charm your senses
Campaign activities:
ü Google paid search marketing ü Facebook social media marketing (e.g. boosting posts)ü Instagram social media marketing (e.g. sponsored posts)ü Public Relations support
Website: www.vietnamtourism.vn
Social Media
Viet Nam – Charm your senses
Content Strategy
ü Creating a unique voice for the countryü Publishing unique content in as many forms as possible (articles, photos,
videos, etc)ü Providing valuable and timely information relevant to targeted marketsü Customizing content/languages based on targeted markets ü Expanding opportunities for partnership of content development and
integration with stakeholdersü Increasing our ability to track key metrics
Viet Nam – Charm your senses
The Agency is responsible for:
ü Development of an official website for the campaignü Development and/or sourcing of content (copy, photography, video) for official
websiteü Procuring talent and managing visual assets (images, logos, videos)ü Customizing content and translation for each market/languageü Executing and/or managing social media strategiesü Global media management and buying for paid mediaü Weekly/monthly status reports and quarterly in-person meeting (more frequent if
necessary)ü Determining and monitoring KPIs and ROI metrics
Viet Nam – Charm your senses
ü Viet Nam – Charm your sensesViet Nam – Charm your senses
Thank you very much!ng cảm ơn!
MINISTRY OF CULTURE, SPORTS AND TOURISMVIETNAM NATIONAL ADMINISTRATION OF TOURISM