pace dm1 buổi 1

VHT

TIẾP THỊ SỐ &

TRUYỀN THÔNG XÃ HỘI .

PACE.edu.vn

VHT

VŨ HOÀNG TÂM (TÂM VHT)

. Sales Manager @ Nettra, Mobile Retailer Network

. Marketing & PR Manager @ Thanh Cong mobile, mobile distributor

. Head of Media, YBA (Young Businesspeople Association) HCMC

. CEO VHT & VHT Education

VHT

Soạn VHT TAM gửi 8051

VHT

Agenda

. Buổi 1 : Tổng quan về Digital Marketing

. Buổi 2 & 3 : Quy trình thực thi các công cụ của Digital Marketing

Website, microsite, blog, micro-blogging…

Display Ads

SEO, SEM (Google Adwords), Adsense…

Email & Mobile Marketing

Social Media Marketing

Vai trò CRM trong Digital Marketing

. Buổi 4 : Thực hành xây dựng kế hoạch Digital Marketing

VHT

8

VHT

Tổng quan thị trường Internet

VHT Thị trường Internet

0

5

10

15

20

25

NATIONWIDE HCMC HA NOI DA NANG CAN THO

[1-2] hours

[2-5] hours

[5-10] hours

[10-15] hours

[15-20] hours

[20-30] hours

More than 30 hours

Less than 1 hours

Source: TNS Nationwide include 6 cities: HCM, Ha Noi, Da Nang, Can Tho, Hai Phong, Nha Trang

Target: P18-35 ABC

VHT

3

27

14

26

53

7

4

17

9

24

60

12

Earlier

than 5-

7am

7-12am

12am-

1pm

1-6pm

6-10pm

After

10pm

Weekday

Weekend

Base: Those who use Internet, 18-49 yrs (n=3000)

4

27

14

26

54

8

3

17

11

25

59

15

Earlier

than 5-

7am

7-12am

12am-

1pm

1-6pm

6-10pm

After

10pm

2

26

14

27

51

6

4

17

8

22

62

8

Earlier

than 5-

7am

7-12am

12am-

1pm

1-6pm

6-10pm

After

10pm

2

24

14

27

55

6

2

17

10

25

61

12

Earlier

than 5-

7am

7-12am

12am-

1pm

1-6pm

6-10pm

After

10pm

5

35

15

24

48

11

6

18

7

20

60

13

Earlier

than 5-

7am

7-12am

12am-

1pm

1-6pm

6-10pm

After

10pm

Regular Time for Using Internet

VHT

36

27

28

38

43

35

64

73

72

62

57

65

HCM

Can Tho

Da Nang

Buon Ma

Thuot

Ha Noi

Hai Phong

yes no

Where to access Internet

Ho Chi

Minh

city

Can

Tho

Da

Nang

Buon

Me

Thuo

c

Ha

Noi

Hai

Phon

g

Sample size

(n=) 182 80 85 77 215 70

% % % % % %

Home PC 36 25 31 18 34 24

Workplace or

school 17 29 22 19 28 9

Coffee 16 4 2 14 47 40

Mobile PC 4 0 0 5 2 3

Other (Internet

shop…) 37 59 65 60 6 36

Base: All random, aged 18-35, SEC ABC, n=2000

Where To Access

VHT

Male Female 18-22 23-29 30-35

n=393 n=316 n=308 n=294 n=107

51 57 51 57 50

26 22 21 22 38

9 3 5 7 7

14 16 18 14 8

53 56 69 49 30

43 47 36 50 56

14 16 13 16 18

7 5 4 5 17

2 3 1 3 3

19 24 18 22 26

4 4 5 4 3

2 3 1 2 6

30 17 32 21 11

53

24

6

15

55

45

15

6

2

21

4

2

24

Emails

Search

Download software

Download music

Chat

Use/make entries in electronic

bulletin boards

Take part in community sites

Browse corporate websites

Online shopping

View/listen to Internet TV and

radio

View streaming videos

Online trading

Network games

Base: All random, aged 18-35, SEC ABC, n=2000

Internet Using Purpose

VHT Top 10 Newspaper

0 5 10 15 20 25 30 35 40

Tuoi Tre

Cong An TP HCM

Thanh Nien

An Ninh The Gioi

Bong Da

Phu Nu TP HCM

The Thao Hang Ngay

An Ninh Thu Do

Mua & Ban

Cong An Nhan Dan

Readership % Print Information

Header Circulation North Mid South

Tuoi Tre 450,000 25% 10% 65%

Cong An TP HCM 400,000 5% 10% 85%

Thanh Nien 330,000 30% 12% 58%

An Ninh The Gioi 440,000 45% 10% 45%

Bong Da 300,000 40% 20% 40%

Phu Nu TP HCM 157,000 10% 5% 85%

The Thao Hang Ngay 250,000 60% 10% 30%

An Ninh Thu Do 80,000 90% 10% 0%

Mua & Ban 40,000 30% 10% 60%

Cong An Nhan Dan 80,000 40% 10% 40%

Area Distribution

VHT Top 10 Magazine

0 5 10 15 20 25 30

Tiep Thi & Gia

Dinh

The Yellow Pages

Cong An TP HCM

The Gioi Phu Nu

(TP HCM)

Hoa Hoc Tro

Thoi Trang Tre

Tuoi Tre Cuoi

Dat Mui Cuoi Tuan

Phu Nu Chu Nhat

Muc Tim

Readership % Print Information

Header Circulation North Mid South

Tiep Thi & Gia Dinh 120,000 15% 10% 75%

The Yellow Pages (Yearly) 850,000 40% 10% 40%

Cong An TP HCM Magazine 60,000 5% 10% 85%

The Gioi Phu Nu (TP HCM) 120,000 15% 10% 75%

Hoa Hoc Tro 200,000 45% 10% 45%

Thoi Trang Tre 55,000 20% 15% 65%

Tuoi Tre Cuoi 80,000 5% 10% 85%

Dat Mui Cuoi Tuan 45,000 0% 10% 90%

Phu Nu Chu Nhat 60,000 10% 15% 75%

Muc Tim 145,000 14% 5% 81%

Area Distribution

VHT Print Readership

Target: P 18-35 ABC

Media Title Readership (%)

National HCM HAN

Newspaper

Tuoi Tre 34.70% 53.50% 6.16%

Thanh Nien 22.52% 30.38% 6.56%

Technical Magazine

PC World A 7.72% 8.63% 6.23%

Dien Tu Tieu Dung 1.32% 1.89% 0.07%

Nghe Nhin Viet Nam 0.69% 0.64% 0.66%

Business Magazine

Thoi Bao Kinh Te Sai Gon 2.09% 2.51% 0.60%

Doanh Nhan Sai Gon Cuoi Tuan 1.89% 3.13% 0.60%

Marketing 1.42% 1.87% 0.79%

Fashion Magazine

Tiep Thi Gia Dinh 27.69% 36.66% 11.93%

The Gioi Phu Nu 17.87% 21.11% 11.13%

Thoi Trang Tre 10.44% 11.53% 4.24%

Dep 7.12% 8.08% 9.15%

Cam Nang Mua Sam 6.20% 8.73% 3.05%

VHT Time To Contact With Media - TELEVISION

0

10

20

30

40

50

60

06:00

-

06:15

07:00

-

07:15

08:00

-

08:15

09:00

-

09:15

10:00

-

10:15

11:00

-

11:15

12:00

-

12:15

13:00

-

13:15

14:00

-

14:15

15:00

-

15:15

16:00

-

16:15

17:00

-

17:15

18:00

-

18:15

19:00

-

19:15

20:00

-

20:15

21:00

-

21:15

22:00

-

22:15

23:00

-

23:15

TTV - HCM TTV - HAN TTV - DAN TTV - CAN

Source: TNS

Target: P18-25 ABC

Market Universe ('000) Sample

HCM 973 187

HAN 385 214

DAN 85 121

CAN 64 111

VHT

4 4 6 4 5

9 710 10 8

4038

4139 41

42 4539

43 42

5 5 4 5 4

Total Male Female 15 TO 29 30 TO 49

Less than 1h

1-2h

3-4h

5-6h

7-more than8h

Average time/person 2h54 2h42 3h06 2h54 2h54

Base: random male/female, 18-49 yrs (n=3000)

VHT Attitude Toward Of TV Program

83

67

66

52

47

44

26

19

Film

Music

News

Game show

Sport

Drama*

Fashion

Cooking

% by genders and age

MALE FEMALE 15-29 30-49

80 86 83 83

60 73 80 56

72 60 58 72

50 54 55 50

78 16 48 46

35 52 42 45

12 39 34 19

4 35 16 22

Male prefers news, sport and science program while female : film, music,… Younger interest more music and fashion while older interest more news

VHT

Tổng quan thị trường Mobile

VHT

Traditional Marketing

VHT

Print-ad Bill Board (Pano)

TVC

Roadshow Activation Radio

VHT

LCD QC hình gạt

Ambient

Marketing

VHT Ambient

Marketing

VHT

Tổng quan Digital Marketing

VHT

Brand

Website

Search optimization

Email

Web seeding

Online Ad

Blog/ forum

Social networking

Gaming

E-commerce

Download

Chat

Mobile phone

Music/ video/ screen

VHT CASE STUDY

VHT

http://coca-coladaunam.zing.vn/

22.04.2010 Launching dòng xe

Grand Livina




VHT

33

Website 2.0

VHT

Microsite

VHT

35

VHT

36

Microblogging

VHT AD NETWORK

VHT E-COMMERCE

VHT

39

EMAIL MARKERTING

VHT

Tiếp thị trên công cụ tìm kiếm

VHT

S.E.O : Search Engine Optimization

S.E.M : Search Engine Marketing

Google Adwords

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43

VHT

44

Social Media

VHT

Đo lường hiệu quả

VHT

Tư duy của Digital Marketer