How has the Vietnamese market changed with the trend of global digital racing? What do typical businesses have and will do to lead or catch up with competitors in this “race”? What do business leaders do to not be left behind? The answer will be found at the Vietnam CEO-CMO Summit Vietnam 2019 which will take place on this May 31.
The digital “revolution” in Vietnam and noticeable numbers
In recent years, Vietnam has become one of the potential markets for businesses with the development of smartphones’ platform. A report by the global Mobile Marketing Association (MMA) has shown that the increase in smartphone market penetration and the use of mobile data increasing in both urban and rural areas has “flared up” the budget for advertising on mobile devices in Vietnam. Approximately $77.1 million was spent in 2017, double the figure of $38.5 million in 2016, accounting for about 50-60% of the total budget for digital advertising activities of most major brands.
More notably, for about 70% of the population living in rural areas, mobile phones have become a basic communication tool and an integral part of many people’s lives and work. However, marketers still face many difficulties in reaching these targets because of the lack of market insight and consumer behaviour.
How does members of MMA react to this trend?
In the context that the digital “revolution” in the world in general and Vietnam in particular is happening at an extremely fast pace, many businesses have been adjusting their strategies to catch up with the era and consumer’s trend. Facebook – one of the board members of Vietnam Mobile Marketing Association (MMA) – has also taken a step forward with many breakthrough policies.
In the presentation at CEO-CMO Summit Vietnam 2018, Ms. Christy Le, former Facebook Country Director of Vietnam,emphasized: “Data is the tool to connect online users to offline.” Up to 90% of consumers shop at real stores, but 60% of them will decide to buy when they see products on the internet. Two online – offline platforms need to be coordinated and connected to effectively reach consumers and attract purchases. And according to her, data is the most effective tool to connect these two platforms.
Adtima – another member of the Management Board of MMA Vietnam is also a good example of business innovation to keep up with the digital race. “After the mobile era is the era of artificial intelligence (AI)” is the thought of Mr. Nguyen Anh Tuan, CEO of Adtima, when sharing about the journey and development orientation of technology companies. Based on users’ mobile behavior and habits, Adtima has succeeded in building an ecosystem of applications from music, news, chat, finance, … on mobile platforms.
However, for further development, advanced technologies such as AI need to be applied to connect users to the services and products they care about, towards convenience. He emphasized: “In the near future, Vietnamese people can use Zalo as their virtual assistant, like Safari, Cortana or Google Assistant.”
Meeting CEO – CMO Vietnam 2019 – opportunity to lead “racing” in the digital field
On May 31, 2019, CEO-CMO Summit Vietnam 2019 with the theme “Architect the Future of Marketing” will be organized by MMA with the participation of hundreds of leaders and marketers of large businesses from different industries in Vietnam.
In particular, the Summit will include Mr. Antoine De Carbonnel – Chief Commercial Officer of Go Jek will discuss the growth of shared services for developed countries. In addition, guest speakers Mr. Charles Ng – Deputy Enterprise Enterprise AI Appier and Mr. Bui Hai An – 7Eleven Digital Director will also analyze deeply to clarify the new trends in this “revolution” through key topics: How to segment audience and why it is important, CEO Panel – Data and development, the impact of E-business, Direct-to-Consumer approaches- new opportunities for brands, Take advantage of technology to connect the online and offline world, … This is a valuable opportunity for participants to update the latest knowledge and trends on how to use mobile channel in modern marketing.
In addition, joining the CEO-CMO Summit Vietnam 2019, attendees also have the opportunity to network with experts, as well as other marketers from domestic and foreign companies. Since then, individuals and businesses can join an active community, contributing to the development of marketing and mobile technology in Vietnam.
The CEO-CMO conference, organized by MMA Vietnam, will take place on May 31, 2019 at Mai House Saigon Hotel (District 3, HCMC). All CEOs and CMOs from businesses and brands are applying digital and mobile in marketing and business management activities as well as are interested in improvements of technologies such as AI, Blockchain, IoT … are welcomed at the Conference.
SOURCE MMA Asia Pacific Limited