Research background
Over the past 15 years, the internet has become a vital part of daily life in Vietnam, supported by a stable technological infrastructure that has significantly increased the number of users This growth has led to the emergence of various value-added services, including news, music, and gaming, creating substantial opportunities for businesses to connect with their target audiences Marketers are leveraging the internet's non-boundary and interactive nature to enhance their strategies, making online marketing an essential component of modern marketing efforts.
In developed countries, online marketing is thoroughly researched and professionally executed, whereas in developing Asian nations like Vietnam, there is a lack of official online marketing training programs Most individuals with expertise in internet marketing in Vietnam have either studied abroad or gained knowledge through self-education and personal experience The internet has been present in Vietnam for approximately 15 years, with online marketing tools emerging around 10 years ago and experiencing significant growth in the last 5 years Currently, online marketing in Vietnam is in its initial growth phase.
In today's dynamic digital landscape, businesses and marketers recognize the significance of the internet, yet executing and evaluating a comprehensive online marketing campaign remains a challenge The rapid evolution of the online environment, coupled with the swift replication of ideas and the uncontrolled flow of information, presents substantial obstacles for marketers striving to stay ahead.
Effective online marketing relies heavily on advanced technology and the expertise of marketers A thorough understanding of internet dynamics is essential for successfully executing online marketing campaigns.
Jetstar Airline, the first low-cost carrier in Vietnam, is the second airline to enter the market It encounters significant challenges competing against the long-established Vietnam Airlines, which has maintained a monopoly in the industry In addition to facing this major competitor, Jetstar also deals with various operational difficulties that impact its growth and market presence.
“low – cost airline” is a quite new concept in customer‟s mind However, after 5 years carrying out many marketing activities, it gets certain success on the market.
Research objectives and research question
Research objective: In this study, the author focused on four main research objectives as follows:
To identify and explain basic concepts of the online marketing and application for Jetstar Airline or Other Services Companies
To analyze the current online marketing tools in Vietnam
The effectiveness of Jetstar‟s online marketing campaign in Vietnam
To suggest some solutions for Jetstar Vietnam or other airlines or other sensitive services provider
In this thesis, the author tries to answer the main question:
How to build successful internet marketing campaigns in Vietnam
To answer this question, the author will find the answer for other small questions as follows
- How are online marketing tools in Vietnam
- What are the characteristics of Vietnamese internet users?
- What is online marketing campaign of Jetstar?
- What are the strong points of Jetstar campaign? Application for other airline
- What are the weak points of its campaign? Some recommendations improve them
- Some suggestions for marketer to user online marketing tools and building online marketing campaign
Research Scope
The thesis focuses on 4 main factors of internet marketing in Vietnam as display advertising, email marketing social media and search engine marketing
To help the readers have clear sight about internet marketing, the study also focuses on analyzing internet marketing of Jetstar since Jetstar penetrate in Vietnam 2007 up to now
The article evaluates Jetstar's online marketing campaign, highlighting its strengths and weaknesses It offers recommendations for Jetstar to enhance its strategies, which can also serve as valuable insights for other airlines and service providers aiming to optimize their online marketing efforts.
Research methodology
The research process is illustrated in the figure below
From online marketing plan of Jetstar Vietnam (Application in Vietnam market from 2009 to 2011)
The report offers comprehensive insights into the target customers, market position, and trends, detailing the characteristics of the intended audience and the services tailored to meet their needs This foundational information enables the author to evaluate effectiveness and develop effective communication solutions.
From FPT Online Business Report in 2011:
FPT Online's report provides valuable insights into the Vietnamese market, highlighting the growth rate and the effectiveness of current online advertising services and marketing tools This comprehensive analysis positions FPT Online as a leading provider in Vietnam, enabling stakeholders to understand the dynamics of the online market and make informed decisions.
Recommendation author and reader to understand more about Vietnam internet market and how to use this tools more efficiency
From Vietnam Net Citizens Report of Cimigo about Internet Usage and
Development in Vietnam in April 201
This report provides valuable insights into the profile of internet users in Vietnam, highlighting their habits, preferred online activities, and hobbies Understanding these users is crucial for marketers aiming to implement successful online marketing campaigns Additionally, the report details the growth rate of the Vietnamese internet market, emphasizing the importance of in-depth knowledge for marketers seeking success in this dynamic landscape.
All information help author identifies the way to collect data and gives solution for Jetstar
The author uses 2 methods to find primary data:
Point of view about effectiveness of Internet marketing campaign in Vietnam Assessing the Jetstar Campaign
Questionnaire Their expectation about Airline services and perception of Jetstar‟ brand and services
Source: data collected from Research Methodology
Interviews were conducted with five industry experts, including the Business Director of FPT Online, the Marketing Manager of Jetstar, a director from an advertising company, a search engine specialist, and a media company director Additionally, feedback was gathered from ten Jetstar customers to gain diverse insights.
For expert group, the author tries to get information about:
To assess the growth of online marketing in Vietnam
Their point of view about the effectiveness of online marketing tool
The assessment of the airline‟s service and brand awareness
For customer group, the author tries to get information about:
Their assessment of Jetstar Services and other airline providers
Their perception of Jetstar brand
Individual Information: experiment, level and age, total income, knowledge, job
All information is basic back ground to assess Jetstar online marketing campaign and to give solution for them
Conducting survey is the popular and common way to collect information in large quantity The survey was carried out in 4 main cities as Da Nang,
Ha Noi, Ho Chi Minh City, Hai Phong city where 4 main Jetstar‟ destination are located
The survey form includes 3 parts:
To make comparison between Jetstar and the biggest rival – Vietnam Airline: reason they choose provider, how to buy, the target when they use airline services
Their perception of Jetstar brand: quality of service, the way they access, point of view,
Individual information: habit, expectation, job, age and income
All data allows author update all information about the market and customer Statistic method helps author analytic and summary data to have clear sight about the market.
Research structure
From the Introduction, the thesis includes five chapters
Chapter 1: Literature review It includes some basic concept of internet marketing that the marketer had to know
Chapter 2 offers a comprehensive overview of internet marketing in Vietnam, highlighting key elements such as providers, internet users, email marketing, display advertising, social media, and search engine marketing This research will illustrate the evolution and growth of internet marketing in Vietnam Chapter 3 focuses on the internet marketing campaign specifically designed for Jetstar Vietnam.
Chapter 4: Recommendation on internet marketing campaign of Jetstar and application for other airline
Some conclusion and recommendation from the thesis will help the readers have clear sight about internet marketing and succeed in application in business
LITERATURE REVIEW
The factors of the online marketing
1.3 The factors of online marketing
In this section, the author discusses key factors of online marketing, including the importance of having a well-designed website, identifying target customers, and effectively measuring advertising performance These fundamental elements are essential for marketers aiming to succeed in internet marketing.
A website, often referred to as a site, is a collection of interconnected web pages that may include images, videos, and other digital assets It is hosted on at least one web server and can be accessed through a network like the Internet or a private local area network via a URL Each web page is a document typically written in plain text, enhanced with formatting instructions using Hypertext Markup Language (HTML or XHTML), and can include elements from other websites through appropriate markup anchors.
Web 2.0 refers to web applications that promote participatory information sharing, user-centered design, and collaboration on the internet Unlike traditional websites that only allow passive content consumption, Web 2.0 platforms enable users to actively engage and collaborate, creating user-generated content within virtual communities.
4 http://en.wikipedia.org/wiki/Website
A website, often referred to as Web 2.0, serves as the foundation for developing and implementing online marketing tools Conducting a thorough analysis of a website is crucial for making informed decisions regarding the selection of both the website and its associated marketing tools Several key metrics should be considered by marketers when evaluating a website's performance.
A page view (PV) or page impression is a request to load a single HTML file ('page') of an Internet site
A hit refers to a request made to a web server for various types of files, including web pages, images, JavaScript, and Cascading Style Sheets When a web page is served from a server, the total number of hits, or page hits, corresponds to the number of individual files requested during that transaction.
A visit happens when someone or something (robot) visits your site It consists of one or more page views/ hits One visitor can make multiple visits to your site
A visitor is defined as a browser that accepts cookies, which are tools used to track user behavior on a website When a visitor accesses a site, a cookie records their usage patterns, including their IP address and the pages or products they viewed If the visitor consents to cookie storage, this information is saved on their computer, allowing the website owner to enhance user experience based on this data In cases where cookies are not accepted, website owners can still track visitors using their IP addresses Additionally, for social networks, the number of visits and the nature of user accounts—both active and inactive—are crucial metrics for analysis.
Open tracker measures unique visitors, which we track over long periods of time by giving them a cookie, this cookie is unique to their browser
When optimizing a website for better search engine ranking, it's essential to consider factors such as bounce rate, time on site, page view growth rate, new visits, and domain age Various reliable tools, like Alexa.com and GoogleRanking.com, are available to help marketers evaluate their website's performance Websites with higher rankings maintain a priority position in SEO efforts, making it crucial for owners to enhance their sites to meet these standards.
Figure 1.2: website provide website ranking services for all internet users 5
The target audience for online marketing consists of internet users, making the growth rate of the internet and consumer knowledge in each country crucial factors in shaping effective internet marketing strategies Additionally, the quality of internet infrastructure influences the types of online services available to users and determines the appropriate online marketing tools to employ.
Marketers must consider two key factors before launching an online marketing campaign: the consumer's knowledge, which is closely tied to their characteristics and the services they seek, and the rapidly changing interests of young internet users Understanding these elements is crucial for effective marketing in a dynamic digital landscape.
The primary objective of online marketing is to boost website traffic, which should be monitored and analyzed before and after marketing efforts Key traffic sources include direct traffic, search engine results, and referrals from other sites Direct traffic typically indicates regular visitors, while search engine traffic stems from search engine marketing, and referral traffic is often generated through various online marketing activities Many reputable websites and suppliers offer valuable tools for marketers to evaluate their online marketing campaigns, utilizing measurement indices such as CPD, CPM, CPC, and CPA to assess the effectiveness of their advertising services.
Cost Per Duration (CPD) is a pricing model used by advertising suppliers to calculate quotes based on daily or monthly rates This method is commonly applied to advertising displays in countries with low internet growth rates, such as Vietnam Suppliers typically focus on appearance metrics rather than other factors, making CPD prevalent in early-stage advertising markets with limited internet capabilities.
Cost per Mile (CPM) refers to the cost of advertising services based on every 1,000 impressions This method is popular among suppliers, especially in developing countries, as it provides detailed insights that assist marketers in creating and evaluating online marketing strategies However, to effectively implement CPM, suppliers must invest in reliable measurement systems to build trust Yahoo is a notable example of a provider that utilizes CPM for its advertising services.
CPC, or cost per click, is a common pricing model used in search engine services and display advertising, offering benefits for both users and suppliers This method is predominantly utilized by search engine providers, with Google AdWords being a prime example Marketers often shift their focus from traditional metrics like CPM and CPD to the more actionable CPC index when evaluating their internet marketing strategies.
CPA: cost per action Not much advertising services apply this method because it requests high commitment from supplier If service applies this method, its price always very high
The cost measurement index is essential for evaluating the effectiveness of online marketing campaigns and comparing the performance of various marketing tools and providers Key metrics, such as customer feedback after interacting with advertisements and cost-per-click (CPC), serve as primary indicators for assessing the success of these campaigns.
Online marketing tools
“Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages” 6
6 http://en.wikipedia.org/wiki/Display_advertising
Display advertising encompasses various elements such as text, logos, images, and maps, and is often found alongside editorial content in periodicals Unlike classified ads, which are text-only and located in specific sections, display ads are prevalent across websites offering advertising services A notable example is CNN.com, where visitors are immediately greeted by advertising logos, highlighting the ubiquitous nature of display advertising in the digital landscape.
Figure 1.3: Display advertising on website - cnn.com
Display advertising refers to online advertising that appears on various platforms, including search engine results pages, emails, and other internet spaces This article specifically emphasizes display advertising and rich media advertising as key components of online marketing strategies.
The primary goal of advertising, both online and offline, is to boost sales and enhance brand awareness By leveraging the basic principles of supply and demand, advertisers seek to create and fulfill consumer needs effectively.
Online display advertising offers significant advantages, including the elimination of geographical and temporal restrictions on messaging Additionally, online ads provide a higher level of interactivity compared to traditional offline advertising Although both forms can be disruptive, interactive online advertisements can be crafted to feel less intrusive to the audience.
Email marketing offers the potential for enhanced customer loyalty and consistent repeat business, while also presenting challenges such as bounced emails, unsubscribe requests, and spam complaints.
Email marketing is a direct marketing strategy that utilizes electronic mail to communicate commercial or fundraising messages to a wide audience Essentially, any email sent to potential or existing customers qualifies as email marketing Major brands frequently leverage this approach to maintain relationships with their global customer base.
Email marketing is a direct marketing strategy that uses electronic communication to send commercial messages to a targeted audience Despite being one of the oldest online marketing techniques, it remains one of the most effective methods available today Its enduring power lies in its ability to engage and convert potential customers.
7 E-Mail Marketing For Dummies, 2nd Edition by John Arnold
• Extremely cost effective due to a low cost per contact
Email marketing serves as a powerful tool for fostering relationships with current and prospective customers By focusing on customer retention and enhancing their value, businesses can ultimately achieve increased profitability.
Email content typically features key information such as exciting promotions, after-sale policies, and personalized messages for special occasions like birthdays and holidays For a detailed example, refer to the email marketing strategies employed by ANZ.
Figure 1.4: The email marketing of ANZ
Applying email marketing will help the marketer make long relationship with customer It can make many competitive advantages as:
Enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business,
Acquiring new customers or convincing current customers to purchase something immediately,
Adding advertisements to email messages sent by other companies to their customers
Sending email messages over the Internet, as email did and does exist outside the Internet
Newsletters tend to focus on longer term goals, and so some KPIs become more important here:
To get high effectiveness in email marketing, the marketer often collects customer‟ email carefully (based the target of marketing campaign, characteristic, email‟ form)
Spam mail refers to unsolicited bulk email, commonly known as junk email or unsolicited bulk email (UBE), which consists of identical messages sent to multiple recipients This practice falls under the broader concept of email marketing and raises concerns about consumer protection To combat this issue, many countries have implemented anti-spam laws aimed at safeguarding individuals from unwanted email communications.
And some email providers also give an announcement about banning spam email
When executing an email marketing strategy, it is crucial for marketers to thoroughly understand and comply with spam email laws to avoid violations These laws are designed to protect consumers from intrusive marketing practices Additionally, Internet Service Providers (ISPs) may restrict email marketing efforts if messages are sent in large volumes or contain excessive content Negative customer feedback often arises from high spam content and frequent unsolicited emails, highlighting the importance of maintaining a balanced and respectful approach to email marketing.
Figure 1.5: email Marketing in spam mail
“A search engine is a system that indexes individual pages inside
Web sites, whereas a search directory is a collection of information about particular Web sites”
Search engine marketing (SEM) is an internet marketing strategy aimed at enhancing website visibility in search engine result pages (SERPs) This is achieved through paid placement, contextual advertising, and paid inclusion techniques.
Consumers often turn to search engines for information, making these tools a preferred choice for managers and marketers to connect with their audience Marketers can utilize two primary strategies: Search Engine Optimization (SEO) and Pay Per Click (PPC) Understanding the relationship between Search Engine Marketing (SEM), SEO, and CPC is essential, as illustrated in the search engine marketing model (Figure 1.6).
Figure 1.6: The model of Search Engine Marketing (SEM
Example, when the reader search information, they can see SEO or CPC position as Figure 1.7
8 Search Engine Optimization for Dummies ( http://www.dummies.com)
Figure 1.7: Search engine tool of Google SEO & PPC
Search engine optimization (SEO) is a crucial strategy for enhancing website visibility and promotional effectiveness It involves optimizing web pages to achieve higher rankings in search results, where search engines evaluate information based on various criteria such as text analysis, link analysis, traffic analysis, and authority analysis Each search engine has distinct ranking factors, making it essential for marketers to understand these requirements and develop effective strategies Ultimately, the success of SEO relies heavily on the quality of content and the technical aspects of the website.
Pay-per-click (PPC) advertising is a cost-effective marketing model that charges advertisers only when their ads are clicked Commonly utilized by major search engines like Google and Yahoo!, PPC can also be applied to banner advertising, enabling businesses to reach their target audience efficiently.
9 Search Engine Optimize - Search Engine Marketing For Dummies
MARKETING CAMPAIGN IN VIETNAM 34
The development of internet in Vietnam market and all over the world
In January 2000, there were only 500 million mobile users and 250 million internet users globally By January 2011, these numbers surged to 5 billion mobile users and 2 billion internet users, according to Mr Hamadan Toured, the General Secretary of the Internet Telecom Union This significant increase highlights the remarkable growth of the internet market over the decade.
Table 2.1: The number of internet user in Vietnam 10 year Users Users per capita
Table 2.2: Statistics on Internet development up to 5/2011 11
With the growing global population, one in three individuals is now an internet user, and over 57% of these users reside in developing countries Vietnam stands out as a rapidly growing nation in Asia, boasting the highest number of internet domains in the region.
The development of Vietnam internet marketing is expressed as the
Table 2.3 illustrates the rapid increase in the number of company domains or websites, highlighting their significance as a key priority for businesses in the online landscape This trend emphasizes the importance of website development in establishing a strong internet presence.
11 Source Viet Nam Internet Center – VNNIC
Total International connection bandwidth of Vietnam 185321 Mbps
Total domestic connection bandwidth 334278 Mbps
Connection bandwidth through VNIX 78000 Mbps
Total VNIX Network Traffic 83274541 Bytes
Table 2.3 Statistic of name internet in Vietnam (VNNIC – 5/2011)
Online Advertising market in Viet Nam
The author mentioned about 4 main subjects in the market: publisher, internet user, and firm and media agency They are basic factors of online advertising market
Total 211595 100 com.vn 96098 45.41 gov.vn 1520 0.71 int.vn 16 0.00 edu.vn 6587 3.11 ac.vn 117 0.05 net.vn 3635 1.71 org.vn 2419 1.14 name.vn 1519 0.71 pro.vn 389 0.18 biz.vn 563 0.26 health.vn 59 0.02 info.vn 541 0.25
As of December 2010, Vietnam boasted 127,364 registered name.vn domains, making it the country with the highest number of national domains in Asia Websites in Vietnam can be classified based on their primary purpose, with many serving as corporate introductions that provide essential information about businesses and their market offerings A well-designed website is crucial for companies looking to establish an online presence, as it serves as their digital identity and can significantly influence visitor perceptions Additionally, the Vietnamese e-news sector has rapidly developed, with over ten established websites providing societal and lifestyle information According to Alexa, various e-news platforms cater to different audiences and generate revenue primarily through display advertising, which constitutes about 90% of online marketing sales However, marketing budgets tend to focus on well-known e-news sites like vnexpress.net, ngoisao.net, dantri.com.vn, and vietnamnet.vn, which enjoy high traffic, strong rankings, and effective advertising services.
Table 2.4 Ranking Vietnamese Website up to 6/2011 (alexa.com) - New
Number rate (Vietnam) Ranking (alexa.com) Domain
Social networks, such as Facebook and YouTube, have become prominent in the Vietnamese market over the past five years, experiencing rapid growth in membership This surge in user engagement serves as a strong foundation for the development of social media marketing strategies.
The forum format emerged approximately 13 years ago, providing a platform for members to share their habits, knowledge, and common interests These websites serve as valuable tools for marketers, facilitating effective viral marketing strategies.
Table: 2.5: Vietnam Website Ranking (social Media or Social
In the Vietnamese market, entertainment websites, particularly those focused on gaming and music, play a significant role in providing users with relaxation and comfort Popular music platforms such as mp3.zing.vn, nhacuatui.com.vn, and nhacso.net attract a large user base and rank highly among their competitors These websites primarily generate revenue through user fees and display advertising, although the latter contributes only modestly to their overall income.
When designing and developing website, most of them want to have high page views to get return from providing internet advertising services But
12 Source: alexa.com (10/2011) only some of them can exist by advertising income because the limitation of technology and business strategy
With high growth rate of internet user, online services also rise quickly
Vinalink, a communication company in Vietnam, conducted a survey involving over 5,000 internet users to uncover their online behaviors The findings from this survey provide valuable insights for marketers, helping them understand the demographics and preferences of Vietnamese internet users.
Recent findings indicate that the primary activities of users include reading e-news and searching for information Notably, high-traffic websites such as vnexpress.net, dantri.com.vn, ngoisao.net, and vietnamnet.vn dominate the online landscape, holding over 90% of Vietnam's online advertising market share This significant presence has prompted numerous surveys aimed at understanding website visitors, enabling marketers to select effective internet marketing tools.
Figure 2.1: The answers descriptions about their main internet activities 13
Cimigo, a market research company based in England, conducted a comprehensive internet survey in Vietnam, collaborating with major websites such as vnexpress.net, dantri.com.vn, 24h.com.vn, and ngoisao.net The findings from this survey have provided a clearer portrait of Vietnamese internet users.
Internet user or main target customer for internet advertising, most of them are living at big city as Ho Chi Minh and Ha Noi (over 90%)
Figure 2.2: top website has the big page views in Vietnam Market 14
Cimigo's familiar surveys with major Vietnamese e-newspapers such as VnExpress, Dantri, and VietnamNet reveal that urban residents benefit from better internet access due to advanced infrastructure and the concentration of internet service providers in big cities Additionally, higher education levels and incomes among city dwellers enable them to leverage internet services effectively These key factors are crucial for marketers to consider when developing an internet marketing strategy.
A report based on interviews with 2,940 internet users from six major cities at the end of 2009 reveals that the average age of internet users is 29, significantly lower than the national average age of 39 in Vietnam Additionally, these users spend an average of 2 hours per day online.
14 Source: Cimigo – 12/2010- the result of ngoisao.net survey
In fact, you can see many internet services and marketing strategy toward to that young target consumer as game, mobile services, shopping, banking…
Understanding the unique characteristics of internet users, such as income level, gender, habits, and interests, is essential for effective internet marketing strategies Marketers must be well-versed in various internet marketing tools to tailor their approaches and connect with their target audiences successfully.
Table 2.6 Overview Portrait of Vietnam internet users
2.2.3 The firm and media agency
When the marketer wants to do internet marketing, they can book services though the publisher or Media Agency We can see that relationship as model below
Figure 2.3: the relationship Advertiser – Media Agency - Publisher
The internet advertising market is experiencing a remarkable average growth rate of over 50% This growth is driven by seven key publishers: FPT Online, VICORP, VNG, 24h.com, Vinagame, and Yahoo, with FPT Online leading as the largest publisher in the sector The market share among these publishers is distributed as follows: [insert market share details here].
Table 2.7 Market share of publisher 15
Publisher Total Sale Market share
For all the rest of publishers are forum and hot blogger Display advertising is the most spread online marketing tool in Vietnam It gains 90% overall revenue of total market
The number of companies utilizing internet marketing is on the rise, with approximately 500 firms adopting this strategy The telecom sector leads in internet marketing expenditure, allocating around 20 billion Vietnam dong In contrast, the air industry has a significantly lower internet marketing budget, totaling about 4 billion Vietnam dong.
The rise of digital media agencies has been significant, with global players such as M Group, Unity, Admax, and Masso entering the market Currently, there are approximately 30 digital media agencies, which collectively account for over 50% of the industry's total revenue.
Some factors help digital media agency develop quickly as follow:
Global brands like Unilever, Canon, LG, and Panasonic leverage comprehensive digital marketing strategies when entering new markets Typically, these brands collaborate with a designated communication partner, often a digital media agency, to ensure a cohesive marketing approach The global marketing campaigns are meticulously approved and executed exclusively by this appointed partner, ensuring consistency across various regions.
Effective economic management in marketing campaigns can be achieved by utilizing various marketing tools Partnering with a digital media agency allows firms to reduce costs by minimizing the need for extensive human resources This collaboration also enables marketers to conveniently monitor and evaluate the effectiveness of their campaigns.
Display Advertising
In the Vietnamese market, display advertising remains a popular tool, with most publishers offering these services, contributing significantly to overall sales income FPT Online, which operates notable websites such as vnexpress.net, ngoisao.net, sohoa.net, and ione.net, holds the largest market share, commanding over 45% of total sales income Additionally, 24h Corp, the owner of 24h.vn, accounts for nearly 35% of the market, highlighting the competitive landscape of display advertising in Vietnam.
Display advertising banners come in various sizes, with each publisher using different size standards based on their website's layout This variation in dimensions can pose challenges for advertisers running campaigns across multiple sites, as they must invest time and resources to resize their banners to fit each platform's specifications.
As the internet advertising industry evolves and global trends advance, numerous foreign media agencies are entering the Vietnamese market alongside various international brands In response, publishers are adapting their standard metrics, such as those set by the Internet Advertising Board (IAB), to align with these new demands The IAB serves as a global organization for online advertising professionals, providing essential services and resources to advertisers, publishers, and vendors in the digital space.
Some form and size banner follow IAB standard index are applied in Vietnam market;
Figure 2.4: Advertising banner size (iab.com)
To capture the attention of internet users amidst the multitude of display advertising banners on websites, it's essential for these banners to be uniquely creative and visually appealing Many advertisers opt for multimedia or interactive designs, incorporating features such as mouse-over actions, expandable elements, and even television commercials (TVCs) to enhance user engagement.
Figure 2.5 Display advertising on web site http://vnexpress.net
Figure 2.6: Display advertising banner with expandable action
Figure 2.7: Contextual advertising is kind of display advertising
The effectiveness of advertising banners largely hinges on their creative ideas and striking visuals A compelling concept combined with an eye-catching design can significantly enhance viewer engagement Additionally, diversifying display advertising options and employing skilled banner designers are essential strategies for maximizing impact.
2.3.1.2 Some sentiment of display advertising
Despite the small size and capacity limitations of display advertising banners, marketers can leverage technology to enhance their effectiveness and appeal By utilizing techniques like Flash, they can maintain content quality while increasing visual attractiveness It's crucial for marketers to craft concise and clear messages, ensuring that both words and images focus directly on the core advertising content A skilled marketer can create compelling and impactful advertisements, even within the constraints of a small banner.
Internet advertising often relies on significant discounts to capture short-term attention, but such strategies may not be sustainable in the long run Despite this, online advertising plays a crucial role in enhancing brand recognition and providing consumers with essential product information.
Effective internet advertising requires a thoughtful approach to banner placement, as simply placing ads directly in front of readers may not yield positive results Many users do not prioritize viewing ads while browsing, leading to potential negative reactions, especially with intrusive formats like pop-under or interactive banners Marketers should carefully analyze reader attitudes and preferences to choose the most suitable advertising format, ensuring a more favorable reception and engagement with the ads.
Every internet user requires an email account to access online services, with popular options in Vietnam including Yahoo, Hotmail, Gmail, and Outlook, the latter being favored for its reliability and strong anti-spam features As users engage in social networks and value-added services, providing an email address becomes essential, often leading to the exposure of personal information and an increase in spam However, users are becoming more savvy about protecting their personal data by utilizing incorrect information or employing software tools designed to combat spam, such as AdsGone Spyware Blocker, Popup Killer, Spamavert.com, Choice Mail, Spamihilator, and SPAMfighter Pro.
Figure 2.8: 68% online citizen uses email 16
Figure 2.9: 24% online citizen check email everyday 17
Over 2,000 businesses utilize email marketing to build and sustain customer relationships Their email content often focuses on special occasions, promotional announcements, or surveys To effectively implement their email marketing strategies, many companies collaborate with media agencies for support.
16 Source: Cimigo Net Citizen Research 2009
17 Source: Cimigo Net Citizen Research 2009
A media agency will assist firms in developing a comprehensive email marketing strategy by providing essential tools for designing, sending, and evaluating email campaigns Typically, these agencies offer email marketing solutions that focus on maintaining a whitelist, which is a list of users who have consented to receive marketing emails Establishing a whitelist is crucial for successful email marketing and compliance with ISP spam regulations Additionally, small enterprises in Vietnam are encouraged to adopt these practices to enhance their email marketing effectiveness.
To effectively conduct email marketing, it is essential to only send emails to individuals who have opted in to receive marketing communications, creating a targeted whitelist Marketers should develop a strategic plan to compile this whitelist and gather relevant information from potential recipients.
Email content related receiver‟s interest
Creating a perfect schedule mail and trying to track it
To send email to firm or officer, ideal time is from Wednesday to Thursday and the best time is after 9.30am and 1.39pm
Advertising email include HTML and inform to be sure that receiver can reach advertising information with all browser
Do not use too many capital letters or punctuation in the title or content of this mail This will start up spam filter program of the mail
To enhance email engagement, personalize content by addressing recipients by their full names Utilizing the company name or a reputable brand as the sender's identity can significantly boost credibility It's essential to ensure that the information about both the sender and recipient remains consistent and familiar, fostering trust and recognition.
The title of the mail should be attractive and suitable to attract viewers The email‟s content should be brief and consistent with the brand identity
The email includes a feature that enables readers to opt-out of future communications by clicking a link, such as "If you no longer wish to receive our information, please click here." This enhances the reader's experience and helps eliminate uninterested email addresses In certain countries, this opt-out function is a mandatory requirement for email marketing compliance.
Over the past five years, the search engine landscape in Vietnam has evolved significantly, with three major players: Google, Yahoo Search, and Bing.com Google has emerged as the leading search tool in the Vietnamese market, gaining popularity after four years of operation In a strategic move to strengthen its presence, Google appointed Nova Advertising Company as its authorized reseller in Vietnam on May 1, 2011.