5 PARADIGMS TO BE OBSERVED AND SCRUTINIZEDClaire GRUSLIN,HANOI and HCMC, Dec 2013

DIGITAL MARKETING IN VIETNAM

2

PARADIGM 1“DIGITAL” IS WIDELY PERVASIVE IN VIETNAM, STILL SLOW E-COMMERCE ADOPTION

Phone + TV+ Internet Multi Screens Display

Exceptional Smart phone adoption

INTERNET ACCESSWidely spread in Vietnam> 16h/week spent time on

Internet within a large, young & growing population

COMPLEX E-COMMERCE MARKET

Embraced as new channel, acceptable but not widespread

(VC Corp, VNG, Rocket Internet, Tiki, and Vat Gia)

3

PARADIGM 2CHANGE IN CUSTOMER’S BEHAVIORS BUT REGULATIONS NOT FACILITATING

GOVERNMENT INTERNET LAWS

Harder e-commerce, internet and censorship

PAYMENT ISSUESMain payment method

is still cash on delivery (COD) – No common Online payment tools

Cash or credit?

DEMOGRAPHICSEmergence of urban middle class, Large female

working population, Technology savvy consumers, Demand for Smaller size products and Mass high

quality products at better price points

4

PARADIGM 3SMARTPHONES HAVE CHANGED VIETNAMESE BEHAVIOURS … ARE COMPANIES FOLLOWING?

HUGE ONLINE COMMUNITY1/3 of smartphone owners visit social

networking sites

SLOW INDUSTRY REACTION…

Real opportunities for using mobile apps

Source: Google Add Planner

5

PARADIGM 4AS VIETNAMESE CONSUMERS’ BEHAVIOURS CHANGE, THEIR EXPECTATIONS SKY ROCKET ….

COMPANIES CHALLENGES

Hard time to invest in exceptional customer experience

Logistics still a challenge (public post company not suitable, lack of third-

party services)

CONSUMERS GREAT EXPECTATIONS

Attitudes become more demanding & self centered

“Me Generation”

6

PARADIGM 5EVEN IF MANAGEMENT UNDERSTANDS DIGITAL OPPORTUNITIES, STILL WAR FOR DIGITAL TALENTS

CREATEAbility to imagine and

adapt new digital opportunities in a

smart way

DESIGNCapability to transform the customer centric

idea within the organization

EXECUTEAbility to provide

insightful content in a time-compressed

environment

MULTI-SKILLED TEAM

MARKETINGExpertise

ANALYTICSExpertise

TECHNOLOGICAL

Expertise

7

“CRAZY” IDEAS TO EMBRACE DIGITAL MARKETING IN VIBRANT VIETNAM ?

CONNECTING to the INTERNET OF THINGS

like NFC (near field communication), QR

code scan, ….

ENGAGE SMART WITH CONSUMERS

ENHANCE OFF-ON LINE EXPERIENCES

LOCALIZE YOUR APPROACH TO THE SPECIFIC CULTURE (North and South

are different!)

OPTIMIZE CROSS-CHANNELS

Customer Experience (great content to be

shared, conversations,..)

EASE THE WAY THEY PAY when purchasing both

off and on line (e-couponing, …)

CLAIRE GRUSLIN• Partner • ELLIPTIC • Inspirational Marketing Consultant

• Professor • HEC-ULg • Solvay Brussels School Economics & Management

Claire.gruslin@skynet.be +32 (0)477 345 213 |