Qua trinh mua sam cua nguoi dung Internet Viet Nam Góc nhìn về sự thay đổi hành vi người tiêu dùng đến hiệu quả quảng cáo trực tuyến

1. Consumer Buying
Behavior.
A Look at Online
Advertising
1 2
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp

2. 1980s 2000 2015
Internet?
What is it?
80% GO
ONLINE
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp

3. Not only But also
I connect….
Source: Moore Corp
With these
Workshop “Approach Customer on Digital Media, 14/07/2015

4. Play with other
devices
Search for more
information
Communicate with
other people,
brands, suppliers.
Seeking Value
Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015

5. At home,
Watching TV.
At coffee shop,
with friends.
At work,
with colleagues.
On the go,
alone.
Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015

6. TECNOLOGY CHANCES GIVE ME
MORE OPTION-INFORMATION-CONNECTION.
HELP ME
EASY TO MAKE BUYING DECISION AT FAIR-VALUE.
AND
CHANGING MY BUYING BEHAVIOR.
Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015

7. Source: Moore Corp
Brand
I loved it at the first time when I saw it on TV2005 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

8. Source: Moore Corp
Brand
Supplier
Problem
Solution
I went to the store and asked a salesman.2005 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

9. Source: Moore Corp
Brand
Supplier
Problem
Solution
Product
I showed to my friends and used it.2005 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

10. Source: Moore Corp
Problem
I went Online and asked Google/Facebook.2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

11. Source: Moore Corp/WYS
Problem
Solution
Product
I searched about Lumia 920 and relevant
brands/products.
Google.com
2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

12. Source: Moore Corp/WYS
Problem
Solution
Product
Compare choices.
Thegioididong.com
2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

13. Source: Moore Corp/WYS
Problem
Solution
Product
I searched about Lumia 920.
Youtube.com
2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

14. Source: Moore Corp/WYS
Problem
Solution
Product
I searched about Lumia 920.
Tinhte.vn
2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

15. Source: Moore Corp/WYS
Problem
Solution
Product
Suppiler
I made decision and found Supplier.2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

16. Source: Moore Corp
Problem
Solution
Product
Suppiler
Connect
Post-purchase, I asked Google for help again.2015 Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

17. Source: Moore Corp
Problem
Solution
Product
Suppiler
Connect
Post-purchase, I “meet” Microsoft again.2015
Microsoft.com
Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

18. Source: Moore Corp
Problem
Solution
Product
Suppiler
Connect
Post-purchase, deeper connections begin.2015
Windowphone.com/forum
Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

19. Source: Moore Corp
Problem
Solution
Product
Suppiler
Connect
Post-purchase, deeper connections begin.2015
Microsoft Email
Buying Behavior
Workshop “Approach Customer on Digital Media, 14/07/2015

20. Source: Moore Corp
Brand
Supplier
Problem
Solution
Product
Problem
Solution
Product
Suppiler
Connect
My needsBrands
Buying Behavior2005 Buying Behavior2015
Store Online
Workshop “Approach Customer on Digital Media, 14/07/2015

21. “18% purchase online.”
“21% use the Internet to get
ideas”
“39% discovered relevant
brands.”
“48% research hours before
purchase.”
“18% looked for help on set-
up/usage online.”
15% posted
reviews/rating
“65% compared choices
online.”
“51% sought advice online.”
“53% prepared for offline
purchase.”
28% shared
experiences on
social network
Source: Moore Corp/Google 2015
VIETNAM
DIGITAL
CONSUMER
Workshop “Approach Customer on Digital Media, 14/07/2015

22. “18% purchase online.”
“21% use the Internet to get
ideas”
“39% discovered relevant
brands.”
“48% research hours before
purchase.”
“18% looked for help on set-
up/usage online.”
15% posted
reviews/rating
“65% compared choice
online.”
“51% sought advice online.”
“53% prepared for offline
purchase.”
28% shared
experiences on
social network
Source: Moore Corp/Google 2015
VIETNAM
DIGITAL
CONSUMER
Workshop “Approach Customer on Digital Media, 14/07/2015
Evaluation
Purchase
Enjoy &
Advocate
Consideration
Trigger

23. 39%: Company-driven
marketing
% OF
EFFECTIVENESS
28%: Past Experiences
37%: Consumer-driven marketing
43%: In-store/agent
interactions
Source: Moore Corp/McKinsey
26%: Company-driven marketing
31%: Consumer-driven
marketing
26%: In-store interactions
Evaluation
Purchase
Enjoy &
Advocate
Consideration
Workshop “Approach Customer on Digital Media, 14/07/2015
Trigger

24. Source: Moore Corp
Evaluation
Purchase
Enjoy &
Advocate
Consideration
Workshop “Approach Customer on Digital Media, 14/07/2015
Evaluation &
Purchase
Enjoy
Consideration
Because of
Information
revolution
Because of
Social media
This evaluation stage
gets bigger
This gets more important
Pre-
internet
Internet
Behavior Changes.

25. Consumer Buying
Behavior.
A Look at Online
Advertising
1 2
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp

26. CONSUMERS ARE “HARD TO PLEASE”
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp

27. Source: Moore Corp
Touch pointsChannelsDevices
• PRODUCT CATEGORY
• CHARACTERISTIC OF
CONSUMER
• SHOPPING NEEDS OF
STAGES
1440
Workshop “Approach Customer on Digital Media, 14/07/2015
Segmentation

28. Workshop “Approach Customer on Digital Media, 14/07/2015
Australia: Shopping
How digital marketing channels influence a typical buyer before the sale
Source: Moore Corp/Google

29. Source: Moore Corp/GoogleWorkshop “Approach Customer on Digital Media, 14/07/2015
Australia: Travel
How digital marketing channels influence a typical buyer before the sale

30. Source: Moore Corp/GoogleWorkshop “Approach Customer on Digital Media, 14/07/2015
Australia: Beauty & Fitness
How digital marketing channels influence a typical buyer before the sale

31. Source: Moore Corp/Hairong Li
1440
BANNER ADS
BANNER ADS CTR (US):
 1990: 3.00%
 2000: 0.50%
 2003: 0.28%
 2013: 0.05%
Workshop “Approach Customer on Digital Media, 14/07/2015
IGNORE/ AVOID

32. Source: Moore Corp/IAB/Hairong Li
1440
ADS SPENDING ON BANNER ADS (US):
 1998: 56%
 2000: 48%
 2004: 21%
 2013: 19%
BANNER ADS CTR (US):
 1990: 3.00%
 2000: 0.50%
 2003: 0.28%
 2013: 0.05%
Workshop “Approach Customer on Digital Media, 14/07/2015
IGNORE/ AVOID

33. Source: Moore Corp
1440
Workshop “Approach Customer on Digital Media, 14/07/2015
IGNORE/ AVOID

34. MUTILCHANNEL CONSUMERS ARE
“HIGHER VALUE”
Workshop “Approach Customer on Digital Media, 14/07/2015 Source: Moore Corp

35. Source: Moore Corp
CLVCONSUMER
VALUE =
+ SPENDING AVERAGE
+ TIME SPENDING
Workshop “Approach Customer on Digital Media, 14/07/2015

36. Source: Moore Corp
Tesco Retail Insight:
“Tesco’s most valuable consumer a group
that is shopping in store, then going online
to purchase.
These consumer spending 2.04 times as
much as those who shop only in-store.”
Workshop “Approach Customer on Digital Media, 14/07/2015

37. Source: Moore Corp/IDC-Community
John Lewis Retail Insight:
• 60% consumers research online before
going the store
• 20% consumers buy online and collect in
store
These multichannel consumers:
• Spend 3.5 times more/more frequently
• Purchase across more categories
Workshop “Approach Customer on Digital Media, 14/07/2015

38. Source: Moore Corp
(CONSUMER LIFETIME VALUE)
CLV
(REFERRAL LIFETIME VALUE)
RLVCONSUMER
VALUE = +
(MUTILCHANNEL CONSUMER)
Workshop “Approach Customer on Digital Media, 14/07/2015

39. Source: Moore Corp/Google 2015
POST-
PURCHASE
16% 15%
3%
Share purchase
experiences on
social network
Posted
reviews/rating
Looed for help on
set-up
Looed for help on
product usage
28%
ME TO OTHERS
OTHERS TO ME
Workshop “Approach Customer on Digital Media, 14/07/2015

40. BEING TOP OF MIND ISN’T ENOUGH
ANYMORE.
Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015

41. Source: Moore Corp
OLD ADVERTISERS
Workshop “Approach Customer on Digital Media, 14/07/2015
1. Define target audience
2.Choose big channel
3.Push message
4.Hope consumer buying

42. Product
Solution
Solution
Source: Moore Corp
UNDECISION
DECISION
Buying Behavior2015
Ideas/Problem
Ideas/Problem
Ideas/Problem
Solution
Solution
Solution
Product
Suppiler
Product
Product
Suppiler
Suppiler
Suppiler
Suppiler
Workshop “Approach Customer on Digital Media, 14/07/2015

43. Source: Moore Corp
MODER
ADVERTISERS
Workshop “Approach Customer on Digital Media, 14/07/2015
1. Understanding CDJ
2.Predict responds
3.Provide authentic contents
4.Help them easy to make
right decision.
DATA

44. Source: Moore Corp
REVENUE PER CONSUMER COST PER ACQUISION MAXIMIZE PROFIT
Shorten buying journey Tailor message & content
Long-term
Acquire & maximize high-
value-consumer (CLV & RLV)
Integrate marketing effort
REVENUE COST PROFIT MARGIN
Workshop “Approach Customer on Digital Media, 14/07/2015
Short-term
By understanding consumer behavior, we can…

45. Source: Moore Corp
PRACTICES: SKETCH OUT A CONSUMER BUYING JOURNEY
Workshop “Approach Customer on Digital Media, 14/07/2015
1. Choose a familiar brand
2.Define characteristic of target consumer
3.Define the most influential channels
4.Define the most influential touch-points

46. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
TV/Print/OOH ads
Brand/retail site
Online video
Friend/family
Store/Showroom
Search results
Social network
Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Online ads X X
Example: NOKIA LUMIA; 20 – 25 y/o; Man; Nokia Fan; Middle class; Technology Follower
Forum/Group X X X X X
CRM X

47. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
TV/Print/OOH ads
Brand/retail site
Online video
Friend/family
Store/Showroom
Search results
Social network
Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Online ads X X
Forum/Group X X X X X
CRM X
Example: NOKIA LUMIA; THE MOST INFLUENTIAL CHANNELS

48. Source: Moore CorpWorkshop “Approach Customer on Digital Media, 14/07/2015
TV/Print/OOH ads
Brand/retail site
Online video
Friend/family
Store/Showroom
Search results
Social network
Consideration Evaluation Purchase Enjoy Advocate LoyaltyTrigger
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Online ads X X
Forum/Group X X X X X
CRM X
Example: NOKIA LUMIA; THE MOST INFLUENTIAL TOUCH-POINTS
Best
friend
Google
Youtube
Thế giới
di động
Windows
phone
việt
Outlook
Profile

49. EXPLORE MORE AT MOORE.VN:
Workshop “Approach Customer on Digital Media, 14/07/2015
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http://goo.gl/yTTlSw
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http://goo.gl/ZumH3X

50. CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
dongnx@moore.vn
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
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Workshop “Approach Customer on Digital Media, 14/07/2015

51. MOORE CORPORATION
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Workshop “Approach Customer on Digital Media, 14/07/2015