Uploaded byMoore Corporation
Qua trinh mua sam cua nguoi dung Internet Viet Nam
The document examines the evolution of consumer buying behavior influenced by online advertising and digital media. It highlights the importance of understanding consumer decision journeys and the shift towards multi-channel engagement, where consumers utilize various platforms for research and purchasing. The workshop emphasizes the need for brands to adapt their marketing strategies in order to cater to the changing preferences and behaviors of consumers in the digital age.
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Qua trinh mua sam cua nguoi dung Internet Viet Nam
- 1. Consumer Buying Behavior. A Lookat Online Advertising 1 2 Workshop âApproach Customer on Digital Media, 14/07/2015 Source: Moore Corp
- 2. 1980s 2000 2015 Internet? Whatis it? 80% GO ONLINE Workshop âApproach Customer on Digital Media, 14/07/2015 Source: Moore Corp
- 3. Not only Butalso I connectâŠ. Source: Moore Corp With these Workshop âApproach Customer on Digital Media, 14/07/2015
- 4. Play with other devices Searchfor more information Communicate with other people, brands, suppliers. Seeking Value Source: Moore CorpWorkshop âApproach Customer on Digital Media, 14/07/2015
- 5. At home, Watching TV. Atcoffee shop, with friends. At work, with colleagues. On the go, alone. Source: Moore CorpWorkshop âApproach Customer on Digital Media, 14/07/2015
- 6. TECNOLOGY CHANCES GIVEME MORE OPTION-INFORMATION-CONNECTION. HELP ME EASY TO MAKE BUYING DECISION AT FAIR-VALUE. AND CHANGING MY BUYING BEHAVIOR. Source: Moore CorpWorkshop âApproach Customer on Digital Media, 14/07/2015
- 7. Source: Moore Corp Brand Iloved it at the first time when I saw it on TV2005 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 8. Source: Moore Corp Brand Supplier Problem Solution Iwent to the store and asked a salesman.2005 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 9. Source: Moore Corp Brand Supplier Problem Solution Product Ishowed to my friends and used it.2005 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 10. Source: Moore Corp Problem Iwent Online and asked Google/Facebook.2015 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 11. Source: Moore Corp/WYS Problem Solution Product Isearched about Lumia 920 and relevant brands/products. Google.com 2015 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 12. Source: Moore Corp/WYS Problem Solution Product Comparechoices. Thegioididong.com 2015 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 13. Source: Moore Corp/WYS Problem Solution Product Isearched about Lumia 920. Youtube.com 2015 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 14. Source: Moore Corp/WYS Problem Solution Product Isearched about Lumia 920. Tinhte.vn 2015 Buying Behavior Workshop âApproach Customer on Digital Media, 14/07/2015
- 15. Source: Moore Corp/WYS Problem Solution Product Suppiler Imade decision and found Supplier.2015 Buying Behavior Workshop âApproach 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 âApproach Customer on Digital Media, 14/07/2015
- 17. Source: Moore Corp Problem Solution Product Suppiler Connect Post-purchase,I âmeetâ Microsoft again.2015 Microsoft.com Buying Behavior Workshop âApproach 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 âApproach 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 âApproach Customer on Digital Media, 14/07/2015
- 20. Source: Moore Corp Brand Supplier Problem Solution Product Problem Solution Product Suppiler Connect MyneedsBrands Buying Behavior2005 Buying Behavior2015 Store Online Workshop âApproach Customer on Digital Media, 14/07/2015
- 21. â18% purchase online.â â21%use the Internet to get ideasâ â39% discovered relevant brands.â â48% research hours before purchase.â â18% looked for help on set- up/usage online.â 15% posted reviews/rating â65% compared choices online.â â51% sought advice online.â â53% prepared for offline purchase.â 28% shared experiences on social network Source: Moore Corp/Google 2015 VIETNAM DIGITAL CONSUMER Workshop âApproach Customer on Digital Media, 14/07/2015
- 22. â18% purchase online.â â21%use the Internet to get ideasâ â39% discovered relevant brands.â â48% research hours before purchase.â â18% looked for help on set- up/usage online.â 15% posted reviews/rating â65% compared choice online.â â51% sought advice online.â â53% prepared for offline purchase.â 28% shared experiences on social network Source: Moore Corp/Google 2015 VIETNAM DIGITAL CONSUMER Workshop âApproach 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 âApproach Customer on Digital Media, 14/07/2015 Trigger
- 24. Source: Moore Corp Evaluation Purchase Enjoy& Advocate Consideration Workshop âApproach 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 Lookat Online Advertising 1 2 Workshop âApproach Customer on Digital Media, 14/07/2015 Source: Moore Corp
- 26. CONSUMERS ARE âHARDTO PLEASEâ Workshop âApproach Customer on Digital Media, 14/07/2015 Source: Moore Corp
- 27. Source: Moore Corp TouchpointsChannelsDevices âą PRODUCT CATEGORY âą CHARACTERISTIC OF CONSUMER âą SHOPPING NEEDS OF STAGES 1440 Workshop âApproach Customer on Digital Media, 14/07/2015 Segmentation
- 28. Workshop âApproach Customeron 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/GoogleWorkshopâApproach Customer on Digital Media, 14/07/2015 Australia: Travel How digital marketing channels influence a typical buyer before the sale
- 30. Source: Moore Corp/GoogleWorkshopâApproach 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/HairongLi 1440 BANNER ADS BANNER ADS CTR (US): ï 1990: 3.00% ï 2000: 0.50% ï 2003: 0.28% ï 2013: 0.05% Workshop âApproach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
- 32. Source: Moore Corp/IAB/HairongLi 1440 ADS SPENDING ON BANNER ADS (US): ï 1998: 56% ï 2000: 48% ï 2004: 21% ï 2013: 19% BANNER ADS CTR (US): ï 1990: 3.00% ï 2000: 0.50% ï 2003: 0.28% ï 2013: 0.05% Workshop âApproach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
- 33. Source: Moore Corp 1440 WorkshopâApproach Customer on Digital Media, 14/07/2015 IGNORE/ AVOID
- 34. MUTILCHANNEL CONSUMERS ARE âHIGHERVALUEâ Workshop âApproach Customer on Digital Media, 14/07/2015 Source: Moore Corp
- 35. Source: Moore Corp CLVCONSUMER VALUE= + SPENDING AVERAGE + TIME SPENDING Workshop âApproach Customer on Digital Media, 14/07/2015
- 36. Source: Moore Corp TescoRetail Insight: âTescoâs 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.â Workshop âApproach Customer on Digital Media, 14/07/2015
- 37. Source: Moore Corp/IDC-Community JohnLewis Retail Insight: âą 60% consumers research online before going the store âą 20% consumers buy online and collect in store These multichannel consumers: âą Spend 3.5 times more/more frequently âą Purchase across more categories Workshop âApproach Customer on Digital Media, 14/07/2015
- 38. Source: Moore Corp (CONSUMERLIFETIME VALUE) CLV (REFERRAL LIFETIME VALUE) RLVCONSUMER VALUE = + (MUTILCHANNEL CONSUMER) Workshop âApproach Customer on Digital Media, 14/07/2015
- 39. Source: Moore Corp/Google2015 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 âApproach Customer on Digital Media, 14/07/2015
- 40. BEING TOP OFMIND ISNâT ENOUGH ANYMORE. Source: Moore CorpWorkshop âApproach Customer on Digital Media, 14/07/2015
- 41. Source: Moore Corp OLDADVERTISERS Workshop âApproach 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 BuyingBehavior2015 Ideas/Problem Ideas/Problem Ideas/Problem Solution Solution Solution Product Suppiler Product Product Suppiler Suppiler Suppiler Suppiler Workshop âApproach Customer on Digital Media, 14/07/2015
- 43. Source: Moore Corp MODER ADVERTISERS WorkshopâApproach 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 REVENUEPER 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 âApproach Customer on Digital Media, 14/07/2015 Short-term By understanding consumer behavior, we canâŠ
- 45. Source: Moore Corp PRACTICES:SKETCH OUT A CONSUMER BUYING JOURNEY Workshop âApproach 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 CorpWorkshopâApproach 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 â 25 y/o; Man; Nokia Fan; Middle class; Technology Follower Forum/Group X X X X X CRM X
- 47. Source: Moore CorpWorkshopâApproach 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 CorpWorkshopâApproach 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 Tháșż giá»i di Äá»ng Windows phone viá»t Outlook Profile
- 49. EXPLORE MORE ATMOORE.VN: Workshop âApproach Customer on Digital Media, 14/07/2015 Tiáșżp cáșn khĂĄch hĂ ng trĂȘn cĂĄc kĂȘnh truyá»n thĂŽng sá» http://goo.gl/yTTlSw Mutil-channel Consumer http://goo.gl/ZumH3X
- 50. CONTACT NGUYEN XUAN DONG ViceManaging Director 098 999 5145 [email protected] 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 Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net | 50 Workshop âApproach Customer on Digital Media, 14/07/2015
- 51. MOORE CORPORATION 51 Workshop âApproachCustomer on Digital Media, 14/07/2015