1. © TNS 2011
1

2. Hành vi khách hàng trên Internet
Digital Life
Diễn giả: Mr. Glyn Evans
Giám đốc nghiên cứu-Công ty TNS Việt Nam
© TNS 2011
2

3. 3

4. Digital media environments are interactive
and game changing
“In the analogue era, marketing was about getting people to
think things so they might do things. Digital media are
interactive, so now it’s the other way round. Marketing is
now about getting people to do things”
Simon Silvester, ‘How to Think
Digital’, WPP Atticus Award Winner
4
Digital Life
© TNS 2011

5. Consumers are getting louder; 4 million
times louder than in 2007
Tweets per day in 2007 :
5,000
Tweets per day in 2009:
2,500,000
Tweets per day as of June 2011:
200,000,000
5
Digital Life
© TNS 2011

6. The path to purchase used to be simple
Digital Life
© TNS 2011

7. Until along came the Internet
Fragmented pathways between buyers, behaviours
and brands
Digital Life
© TNS 2011

8. Yet digital creates more than one ‘long
tail’; marketers need advocacy to reach
critical mass to drive successful campaigns
Impact
Campaigns that
successfully ‘go-
viral’, driven by consumer
advocacy Most digital marketing
campaigns fail to impress
Campaigns
8
Digital Life
© TNS 2011

9. TNS introduces Digital Life...
Digital Life
© TNS 2011

10. The most comprehensive view of consumer
attitudes and behaviour online
Digital Life
© TNS 2011

11. Working out what barriers exist in trying
to engage Consumers
% actively looking for brands
60
42 37 30 27 20 16 10
13 9 13
17 21 20 23 21
% who find brands
intrusive
11
Source: Digital Life 2010 Digital Life
© TNS 2011

12. …and what will motivate them to connect
with brands
Talk to me or sell to me – where should your focus
be across markets?
Social Net. - Good place to learn about brands
(%)
Social Net. - Are/would be a good place to buy products
73 69
60 62
53 50
48 45 45
34 31
24 25
11 11 15
12
Source: Digital Life, Global Data Digital Life
© TNS 2011

13. The developing digital markets have lower
numbers talking about brands online
% writing about brands
13
Digital Life
© TNS 2011

14. Yet they are as likely to read comments;
brand conversations have massive reach in
these markets
% reading about brands
14
Digital Life
© TNS 2011

15. With a large audience, and fewer competing
conversations, those who do write wield
incredible influence
% reading about brands – Vietnam
% writing about brands – Vietnam
% reading
(size of
audience, size
of influence) % writing
(number of
potential
advocates)
15
Digital Life
© TNS 2011

16. Markets mapped by looking at the size of the
online population (Internet penetration) and the
size of the opportunity within that population
(Digital Growth Index)
High Internet
High Penetration High Penetration
Penetration
Low Index High Index
France
Low Growth High Growth
Index Index
Vietnam
Low Internet
Low Penetration Low Penetration
Penetration
Low Index High Index
Source: Digital Growth Index; Internet World Stats Base: All respondents; 2004, 2361
Digital Life 16
© TNS 2011

17. Defining the role of advocacy across
categories in Vietnam
High impact, low quantity – Most read Most advocated –
engage the influencers about Join the conversation
Mobile
Cosmetics
Least written Most written
about about
Motor Cycle
Pet food
Low online chatter – Lots of noise, little interest –
drive engagement through Least read Track & respond to key
creative execution about messages
Question: [I5 (1 & 2)]; [Categories written/read about online]
Digital Life 17
© TNS 2011

18. Global Webcast Digital Life
© TNS 2011
© TNS 2011 18

19. Messages are not in the control of brands
Even a stranger on the other side of the world is
trusted more…
Disagree Agree
“What other people say about brands
can be trusted more than what the
brand says themselves”
13 57
“I trust the comments my friends
write about brands”
11 54
“I trust the comments people
I don’t know write about brands”
21 41
Digital Life
© TNS 2011

20. The consumer brand voice
I write about brands to Praise & Criticize
% agreeing
64 64 61 60
56 53 51
46
40
Share Offer Praise Ask Share Criticize Share cool Customer Paid/ rewarded
experiences advice a brand advice answers/ a brand stuff from service for doing so
opinions brands
Digital Life
© TNS 2011

21. Negative comments resonate strongly
And can be a very real threat to sales...
% agreeing
“Even a single negative review can have an effect on how I feel about a brand”
Global
52
Brazil
43
USA
50
Vietnam
64
Digital Life
© TNS 2011

22. What influences Customers at each stage of
the path to purchase?
Information sources – ‘New cars’
Online consumer
reviews
Importance
at each stage
New product Explore and Purchase Customer Keep in touch
awareness select location service w/ brand
Sales rep
in person
Importance
at each stage
Source: Digital Life, Global Data Digital Life 22
© TNS 2011

23. How can you target these people? Consumers claim
to spend most of their time researching on brand websites
& forums – important to optimise these sites
Where most written about
Cleaning/house % New car % Pet Food % Music (CDs or %
hold products downloads)
In forums/blogs 100 On websites, blogs, 47 On retailer/online 52 On my social network 29
forums provided by shopping sites
the brand/company
On review sites 100 itself In forums/blogs 48 On review sites 26
On review sites 43
On my own 0 On other types of site 48 In forums/blogs 23
website/blog
In forums/blogs 34
Where most read about
Music (CDs or % Movies (DVDs % Food (other % Clothes & %
downloads) or downloads) than Pet or Shoes
On other types of 25 On review sites 18
Baby food) On other types of 23
sites On other types of sites 27 sites
On review sites 20 On other types of sites 17 On retailer/online 17
On retailer/online 11 shopping sites
In forums/blogs 13 shopping sites
In forums/blogs 18 On my social network 16
On websites, blogs, 9
forums provided by the
brand/company itself
Question: [I7/I10]; [Where people write about categories/Where people read about categories] Base: [All Readers/All Writers];114,825
Digital Life 23
© TNS 2011

24. Digital Life offers data that can be cut by
target group…
Global Local Target Group
Main grocery Main financial
Automobile Technology
purchaser within decision-maker
ownership ownership
household within household
Gender Age Region Income / SEC
Number of
Employment status Marital status Age of children
children
Digital Life 24
© TNS 2011

25. And insights on up to 34 categories
Writing / Reading
Research behaviour Purchase behaviour
brand comments
Confectionary, snacks,
Skin care Motorcycle Computer peripherals
treats
Hair care Alcoholic Beverages Credit cards Mobile phones
Personal hygiene Non Alcoholic beverages Insurance Mobile gadget
Oral Care Pet Food Banking products Camera (still and video)
Cleaning/household Tobacco/ cigarettes Music TV
White goods and home
Baby care Clothes & Shoes Movies
appliances
Over-the-counter Internet or Phone
Holiday/travel PC / Laptop / Tablet
medicines Services
Cosmetics / facial care
Prescription Medicines New car Food
products
Second hand car Software
Digital Life 25
© TNS 2011

26. Global Webcast Digital Life
© TNS 2011
© TNS 2011 26

27. How to drive growth in Vietnam?
Digital in Vietnam is typified by…
 Heavy usage but low reach. Consumers are very open to brands hence digital
strategies must be based on high engagement tactics.
Behaviours are…
 Heavily social, building big networks quickly, users are very active in creating and
sharing content. Vietnamese also participate in multiple brand conversations offering
high potential for campaigns to go viral. Brands remain highly aspirational and have
created a desire to display and share brand connections with peers.
 Target social networks and offer opportunities to co-create content.
The Consumer Journey is…
 Mixed, with various sources used. TV and offline retains strong influence, but brand
conversations are increasingly providing a supplementary source of information.
 Deliver across online and offline touchpoints.
Digitally enable your consumer by…
 Offering engaging content that delivers on your brand promise. Make it easy for users
to shout about their affinity with your brand whilst the experience of being online and
interacting is still fresh and exciting.
Digital Life
© TNS 2011

28. From integrated marketing to integrated
business planning
From campaign integration to business integration:
Working together with a common goal…
 Marketing and Consumer Insights teams
 Web, apps and software development teams
 CRM and Blogger Outreach teams
 Channel management and Retail teams
Digital Life
© TNS 2011

29. Digital Life
© TNS 2011

30. Thank You
Glyn Evans
Research Director
TNS
Vietnam
4th Floor, 58 Vo Van Tan St., Dist. 3 | HCM City
Vietnam
t: +84-8 3 930 6631 - ext: 459
f: +84-8 3 930 6632
e: glyn.evans@tnsglobal.com
w: www.tnsglobal.com
Digital Life
© TNS 2011

31. © TNS 2011

32. Thông tin chi tiết về “Hội nghị Định hướng tiếp thị trực tuyến
2012”, vui lòng liên hệ:
Ms. Bùi Hằng
Mobi: 0989 084 995
Email: hangbt@novaads.com
http://novaads.com
Digital Life
© TNS 2011