Các công nghệ marketing mới và sức tác động của chúng đánh giá tổng quan và xu hướng ứng dụng marketing điện tử ở việt nam e

TOPIC: THE NEW MARKETING TECHNOLOGIES AND THEIR
IMPACT. OVERVIEW AND APPLICATION TRENDS IN VIETNAM
INTERNET MARKETING
Content:
I.

OVERVIEW

2

1.

Overview of E-marketing trend

a. What is E-marketing?

2

2

2. The purpose and content of the essay...............................................................3
II.

ABOUT MAJOR E-MARKETING FORMS IN VIETNAM 4

1. Search advertising (SEM):..............................................................................4
2. Viral Marketing...............................................................................................5
3. Online advertising:..........................................................................................7
III.

CONCLUTION 7

IV.

REFERENCE

8


I.

OVERVIEW

1. Overview of E-marketing trend
a. What is E-marketing?
E-marketing (Internet marketing or
online

marketing)

or

network

marketing, online marketing is the
marketing activities for products and
services through a global network Internet connection.
The interactive nature of E-marketing, message objects can receive immediate
feedback and communicate directly with the object sending the message. This
is the major advantage of E-marketing compared to other forms.
E-marketing combines creative and technical features of the Internet, including

design, development, advertising and sales. The E-marketing activities
including search engine marketing (SEM), search engine optimization (SEO),
web display advertising, e-mail marketing, affiliate marketing, interactive
advertising, blog marketing, viral marketing and mobile marketing.
E-marketing is the process of developing and promoting businesses using
online media. E-marketing is not simply building Website. E-marketing is a
part of marketing strategy and investment must be reasonable.
a.

Information about E-marketing trend


In 2011, online ad revenue globally reached $ 80 billion. Google accounts for
about 44% market share of online advertising. Here is the data on E-marketing
trend in the world:

The ratio of the cost of the global online advertising

The proportion of online advertising revenue by region
Looking at the two tables above we easily see the role of E-marketing plays a big
role for Marketing and industry trends continue to rise. In particular, Asia is
rapidly increasing trend in this field. According to the evaluation, in next 5 years,
50-60% of online ad revenue of Vietnam is from 50-100 million worth.


2. The purpose and content of the essay
The purpose of this essay to provide and analyze the role and trends of Emarketing forms in the world and in Vietnam.
The content of the essay will analyze the forms of e-marketing mainly follows:


SEM (Search Engine Marketing) including SEO (Search Engine
Optimization) and PPC (Pay per click)



Viral Marketing (video, social media)



Banner ads, pop-up

II. ABOUT MAJOR E-MARKETING FORMS IN VIETNAM
1. Search advertising (SEM):
a. Concept and characteristics: 82% of Internet users accessing the
Internet will start to search for information on search engines like
(Google, Zing.vn ...) → search channels have been as effective channels
to reach targeted customers.
i. SEO - Search Engine Optimization (On Site Optimization
Search Engine) as techniques to improve system design, web
page content to fit with the technical criteria for the search
engines so forth. Advantages of SEO is not advertising fee, just
takes time, people do → low cost and effective. High


reliability; downside of this form of SEO is time consuming to
implement and maintain.
ii. PPC or Google adword: The advantage of this method is small
compared to the charge form television, newspapers ... The
downside is the cost to advertise, not durable.
b. The trend of search advertising in Vietnam

Network access is still looking for one of the two most frequent online
activities of internet users. As reported by Cimigo, 2012 up to 94% of people
use the internet to access Google search, this figure was 92% in 2011.
Find information become regular activities 2nd level with news operations. So
appear on the first page of Google search results become necessities of the
business. SEO and Google Adwords will continue to invest more strongly in
2013.
Internet makes things change very quickly. So businesses should always update
to adjust strategies and business plans to suit their new trend of users. The
trend of online marketing in the mainstream will be presented at the conference
detailed online marketing orientation.


According to the market research firm AC Nielsen and TNS, Google accounts for
95% of the search market online and deliver nearly 70% of traffic to the website in
Vietnam. Therefore, Google's advertising services is a huge market share.
2. Viral Marketing.
a.

Concept and characteristics: This form creates activities, programs or
affiliate networks in communities such as forums, social networks, blogs,
etc. ... not out of the goal was to introduce products and services to corporate
customers → use spread effect.


The major form of Viral Marketing includes:
i. Video: youtube.com
ii. Social Networks (Social media)
1. Fanpages / facebook.com
2. QC / facebook (Face ads)

iii. Online seeding: forum seeding
iv. Magic words: MagicWords is technology that allows advertisers to carry
messages Banner ads on your keywords in the most popular posts provided by the
participating sites advertising system. When readers hover over the highlighted
keywords, an advertiser's banner will automatically appear and take the reader to
the website being advertised after one click of a button.

b. The trend in Vietnam
- Exceed Taiwan, Indonesia, the Philippines, calculated through March
9/2012 Vietnam there were 13.1 million Youtube users, view an average of
137 videos per / day.


- Number of Facebook users in Vietnam as of 24.10.2012 amounted to
9.11748 million, an increase of 5.479 million users within the last 6 months.
Average 1 day, Facebook has more than 30 thousand people participated
Vietnam social network. Most participants age and have the fastest growth
rate in the two age groups 18-24 and 25-34. As the two groups of

consumers with high demand and good affordability.

According to estimates data users in Asia, in quarter 2/2012 of Facebook, Vietnam
is a country with the user growth rate the highest in the region, ahead of No. 2
country, Japan. Nearly 40% of Vietnamese Facebook users to trade products or
services. This is the basis for the social network continues to expand its influence
in Vietnam.


3. Online advertising:

In terms of users, the majority of the site is the most visited of the Vietnam
enterprises

such

as

dantri.com,

vnexpress.net,

zing.vn,

ngoisao.net,

nhaccuatui.vn...

According to the survey of
Kantar Media the 10 most
viewed website in Hanoi,
Vietnam

accounted

for

nearly 90% of websites,
and the rest belongs to
Google and Youtube. In
Vietnam, although Google

is the website with the most traffic (28%), Facebook is 5.1%, but the majority
view is still Vietnamese readers of the site.
According to TNS Media, vnexpress.net who currently is leading the market to
hold 31.1% market share of the advertising revenue of the market in 2011. Next is
the website 24h.com.vn (25.1%).

III. CONCLUSION
E-marketing in Vietnam has not developed commensurate with the vast Internet
market with over 20 million users, or 20 million potential customers. "The key to


a successful marketing plan is" integrated "(integrated). The proper integration
between the strict and traditional marketing methods with online marketing, as
well as between the online marketing methods together will determine the success.
Due to tight marketing budget, advertising for the economic crisis, many
businesses are looking for new direction, more efficient and more affordable.
Marketing, online advertising is the solution to this difficult problem. The interest
of Vietnam for business marketing, online advertising is increasing. Let
marketing, online advertising become the inevitable trend of the future rather than
just short-term solutions in times of crisis.

IV.
1.

REFERENCE
Training materials "Marketing Management" by Professor Soren Russel
Kirchner.

2. The social media report state of media 2012 of Nielsen.