2015 r3 vietnam digital marketing study

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2015 R3 VIETNAM DIGITAL MARKETING STUDY

Vietnam

R3

R3 R3

R3R3

Study BackgroundCompanies in the pool

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Will your overall marketing budget change in 2015? By how much?

Decrease

No increase

Increase by more than 30%

Increase by 11%-15%

Increase by 6%-10%

Increase by 3%-5%

Increase by less than 3%

11%

19%

7%

19%

22%

19%

4%

Overall Situation in Vietnam Market

• 70% of interviewed marketers in Vietnam will increase their overall marketing budget during 2015, 19% of them will remain the same, 11% will decrease their marketing budget.

• Identical study carried out in China market, 63% of them plan to expand investment in marketing in order to face the challenge from competitors, to attract new consumers and lower the churn rate.

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Will your overall digital investments change in 2015? By how much?

Decrease No increase Increase

4%

19%

78%

Increase Breakdown

22%

7%4%

15%

15%

15%

Increase by 3-5%

Increase by 11-15%

Increase by 16-20%

Increase by 21-25%

Increase by 26-30%



• 78% of marketers plan to increase their digital investment, and 22% of them will increase by more than 30%, merely 4% of them will decrease digital budget in 2015

• By comparison, 74% of China marketers will increase their investment in digital area, slightly lower than that of Vietnam marketers, yet the confidence in digital area is quite high for both countries marketers.

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What is the percentage of digital budget in overall market in 2015? (Including media buying, marketing creativity, campaign website development, WOM monitor, research evaluation, social media activities, etc.)

Increase by less than

3%

Increase by 3-5%

Increase by 6-10%

Increase by 11-15%

Increase by 16-20%

Increase by 21-25%

Increase by 26-30%

Increase by more than

30%

15%

19%

22%

11%

4% 4%

7%

19%


• 100% of marketers in Vietnam will increase their digital budget percentage in Vietnam market.

• By contrast, 84% Chinese respondents will increase the proportion of digital budget in China market.

Average 13%

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In 2015, what kind of online media you expect to invest more? (Multiple choice, but at most 3)

RTB

Social Media (Micro-blog & WeChat)

Portal

Mobile & Tablet

Industry Verticals

Search

Video

Social Media (SNS)

7%

7%

15%

26%

37%

37%

44%

63%


• 63% of marketers in Vietnam will invest more in Social Media(SNS), followed by Video and Search.

• Top three online platforms that China marketers will increase investment in are Video, Search and Social Media (Micro-blog & WeChat)

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In 2015, how are the changes of your marketing budget in following digital media comparing to 2014? (Only media buying budget)

Socia

l Med

ia ...

Video

Searc

h

Indust

ry Vert

i...

Mobile

& Ta...

Porta

l

Socia

l Med

ia (Micr

... RTB0%

10%20%30%40%50%60%70%80%90%

100%

No budget Decrease >15% Decrease 5%~15%± 5% Increase 15% ~ 5% Increase >15%

Investment ProportionHigh Low

• Top three online platforms will receive more investment in 2015 in Vietnam market include: Social Media (SNS), Mobile & Tablet and Video.


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In 2015, what do you think the range of your annual digital media budget will be in USD

Unsure

0-1 million

1.01-2 million

2.01-3million

3.01-4million

4.01-5million

10.1 - 20million

15%

22%

22%

15%

7%

7%

11%


• In Vietnam, 63% of marketers’ annual digital budget will exceed 1 million USD, digital expense of 11% marketers will reach 10 million USD, 15% is uncertain about the investment, they will increase/decrease according to competition and market situation.

USD

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Very confident Quite confident Indifferent Not quite confident Unsure

15%

44%

26%

11%

4%

Vietnam MarketersChina Marketers

To what extent do you believe in digital ROI when comparing to 2014• 59% of marketers in Vietnam are confident with digital ROI by comparison with year 2014.

By contrast, China marketers tend to have higher confidence. • Both these two regions marketers have concern on digital ROI, as it becomes more difficult

to engage consumers or enhance their purchase intent by online activities, in addition, online competition among marketers is intense .

Digital ROI in Vietnam Market

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51.9%48.1%

Yes No

Do you believe the current evaluation KPIs (e.g. Impression， Click， CPM， CTR) that can meet your digital marketing expectation?

Have you invited the third party consultancy to analyze your digital marketing ROI?

44.4%

55.6%

Yes No


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No Yes

41%

59%

Yes Breakdown

15%

15%

30%Has started to consider the analysis on overall outcome, but no idea how to Has started the evalua-tion, but no idea how to divide the budgetHas started the evalua-tion, and will make these all a separate part

• 59% of marketers have started the analysis on digital outcome, 30% of the marketers require professional service to separate the analysis fee from budget planning.

Have you started to have a holistic analysis on the outcome of cross-screens of TV media, computer videos, and mobile videos, and do you have a plan to make it a separate part in 2015 budget planning?


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Will your overall mobile marketing investments change in 2015? By how much? (Including media buying, marketing creativity, campaign website development, monitor, research evaluation, etc.)

Decrease

No increase

Increase by less than 3%

Increase by 3-5%

Increase by 6-10%

Increase by 11-15%

Increase by 16-20%

Increase by 26-30%


4%

7%

19%

19%

11%

19%

4%

11%

7%

Mobile Marketing in Vietnam Market

• 89% of interviewed marketers will increase their mobile marketing investment in 2015, merely 4% of the interviewees choose to decrease mobile marketing budget. It’s in line with market prediction that mobile marketing is the future, marketers have started make preparation accordingly.

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What is the one thing you think needs to improve in Digital in Vietnam?

Actionable plan, clear ROI in Digital

Performance tracking, share more case studies to the market

More available digital trainings in the market

Create more tracking tools to measure digital performance

Companies should focus on creative application development in order to customize communicate with their customers directly & properly. The Aim is to build loyalty.

Advertise to the right audience , avoiding widespread ad

Emphasize digital content


ThankYOU

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