Digital marketing trends in Vietnam & worldwide

consumer behavior towards social media marketing

Asia Plus Inc.
Year 2016

2
 Year 2016 in Vietnam
90% of urban 20-39 years old own smartphone

Spend 4 hours for internet, out of which more than half are from
smartphone

67% have purchased online.

50% of online shopping and YouTube usage are from smartphones

ource: Asia Plus, Wearesocial.sg 3

The gap between brands and consumers

4
 The gap between brands and consumers
Vietnamese average media Digital spend % in ad cost
consumption (min)

Others;
56 TV; 91

Internet
(Mobile);
103 Internet 27%
(PC); 5-10%
134
Worldwide Vietnam
Digital Others
Source: Asia Plus Source: Asia Plus, eMarketer
5
 Facebook for Vietnam
By far, the strongest tool to reach your
audience

• 98% of urban 20-39 use it

• 75% use it to as information source
• Spend 2.5 hours in average daily
• Owns 460 friends
• 14% single have used it to look for
the partner

Source: Asia Plus

 Vietnamese “likes”
48 brand page in average
Reasons of “likes” on brand pages

Receive latest product information 44%

Receive event information 35%

I simply like the brand 32%

Give-aways / Lucky draw

32%
opportuities

Discounts / Coupon opportunities 30%

Receive useful tips 27%

Receive company information 17%

Source: Asia Plus

 Vietnamese “likes”
48 brand page in average
Trigger to “like” the page

Like or share from my friends 48%

Visit brand page directly 38%

Search on Facebook 37%

Facebook ads 27%

Through campaign 17%

Source: Asia Plus

 In Vietnam,
30 brands have
more than
1 million fans
(Japan = 7)

Source: Asia Plus, social bakers

These brands receives
1478 interactions in
average
(0.08% of those who likes)

Source: Asia Plus, social bakers

 The maximum
average likes of these
brands are 10,008 -
6.8 times higher than
average

Source: Asia Plus, social bakers

These brands post
7.2 contents daily

Source: Asia Plus, social bakers

 94% has removed their likes from brand
page, including 19% of “often do”

Reasons for the removals

Posts are different from my interests 41%

Post of low-qualities 39%

Too much commercial factors 39%

Pots frequency are very few 23%

When i feel interactions are with separate

12%
profiles

Post have very few likes 7%

Source: Asia Plus

 Advertisement effectiveness
Clicked ad in last 7 Purchased after
days? clicking net ad?

43%
59%

57%
41%

Source: Asia Plus

 Advertisement effectiveness
Reasons of clicks
Clicked ad in last 7 Purchased after
Interested in products 37%
days? clicking net ad?
As it looks impressive 34%

As it has good promotion 29%

43%
By mistake 28%
59%
As it looks funny 27%

Forced to see the content I want 22%

As I like the brand 14%

57%
As I like the celebrity 13% 41%

As I could earn money by click 13%

Source: Asia Plus

 Advertisement effectiveness
Have you been irritated with the net ad?
I do not
remember; 5%

No; 14%

Yes;
81%

Source: Asia Plus

 Trusted information source

Family 66% Friends 56% TV Program 32%

TVCF 29% TVCF 19% Internet Ad 13%

Source: Asia Plus

 Advertisement effectiveness via neuroscience

Source: ExchangeWire
 Advertisement effectiveness via neuroscience

Banner Interstitial ads

Source: ExchangeWire
 Advertisement effectiveness via neuroscience

Banner Interstitial ads

Source: ExchangeWire
 Advertisement effectiveness via neuroscience

Banner Interstitial ads

Source: ExchangeWire
 Advertisement effectiveness via neuroscience

Interstitial ads
Eyeballs are looking for “close”

Source: ExchangeWire
Tips for social marketing approach in Vietnam

1. Set the goal and plan accordingly

2. Quantity + Quality

3. Mobile approach, not as subset of TV or desktop

4. Measure the achievement

 1. Set the goal and plan accordingly
Define what the objective is. Define audience and plan the approach accordingly.
(Share this with your agencies for the better results)
Facebook Engagement trend by
format (2015)
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%

Videos Images Links Status

Source: locowise
3. Quantity + Quality

Contents that consumers would receive at max (theoretically)

7.2 contents x 48 brands page = 346 posts daily

Enhance the quality of each posts for better

engagement (or your reach / interaction goes
down)
3. Mobile approach, not as subset of TV or desktop

Watching behaviors are different

between devices

Times spent for each contents from

smartphone - 1.7 sec

64% of Vietnam users either “close the

browser (18%)” or see minimum to skip
(48%)”

Source: ExchangeWIre, Asia Plus

3. Mobile approach, not as subset of TV or desktop

Tips for better social contents

1. Attractive visual
2. Logo / Brand
3. Clear message
4. Do not save the best for last
5. Easy to understand w/o sound
Oded Shoham, CEO and co-founder, evania

Source: ExchangeWIre, Asia Plus

3. Measure the achievement

Benefit of online is that it is measurable. Set the KPI

(Key performance indicators) and KGI (Key goal
indicators) and review deeper than CPC, CPA.
Tips for social marketing approach in Vietnam

1. Set the goal and plan accordingly

2. Quantity + Quality

3. Mobile approach, not as subset of TV or desktop

4. Measure the achievement

Smartphone market research
Asia Plus Inc.
What goes on in the rest of the market
Net usage in Vietnam and other SEA countries are VERY LOW

Online usage differences in Market Research

Online;
1%

Offline;
49% Online;
51%
Offline;
99%
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