"There is absolutely no doubt about any of it - the web has changed the earth we reside in". Indeed, the advent of the web and the internet has changed just how people do research, communicate and share articles, videos, photographs, etc. together all over the world. In addition, the introduction of Internet use has made traditional mass media drop. Today people don't need to wait quite a while for providing a mail nowadays; they can send many emails in only short while and can obtain replies immediately. Additionally, people can constantly upgrade the latest news on the planet and they can certainly gain access to information, download videos, tunes or images they like because over one billion people all over the globe are showing data jointly via the Internet.
The Internet and the internet do not only change just how of people's communication, but also change just how they shop and conduct business. The Internet is a huge economic boom to our countries and the earth. Businesses and businesses took an possibility to reach worldwide customers by offering their products and services through the web, so the concept of "e-business" was proven. This has created a worldwide marketplace, no more local markets. Furthermore, the Internet has turned into a useful tool for businesses and businesses to do marketing. E-marketing is popular today which is an integral part of marketing strategies of several businesses because cost is lower than traditional marketing through images, newspapers or televisions. In addition, the interactive dynamics of e-marketing is grounds why businesses choose as a strategy to develop and promote their businesses, i. e. it can obtain replies directly from consumers who are directed messages, so corporations can follow and calculate whether individuals are satisfied with their products, services, prices and quality. . . Doing marketing via internet also helps businesses usage of larger market segments as well as become the global market.
Nowadays, when the amount of Internet users around the globe has risen to 1. 9 billion people, e-business and e-marketing develop more and more in many countries. Also, they are applied in Vietnam, which really is a growing country in Southeast Asia. Although Internet surfers in Vietnam are a whole lot, how is the existing of e-marketing in the country? Could it be any potential in the future? In addition, what is popular e-business models, e-marketing process, and different types of e-marketing strategies in Vietnam? Finally, what are contemporary proper e-marketing issues in Vietnam? The report will concern and discuss about these issues.
THE History OF E-MARKETING IN VIETNAM
The Internet service formally appeared in Vietnam in 1997. At first, the web infrastructure was 64Kbps velocity for the international interconnection, capacity was only enough for approximately 300 users, and cost was expensive. Therefore, the web was only employed by mature officials. However, the web has constantly developed during over 10 years. Nowadays, the Internet network has enlarged and better much: the velocity and the capability increase, the cost decreases and it can be cheaper than other Asian countries. In addition, Vietnamese people are enthusiastic about digital media more and more. Thus, the number of the Internet users in Vietnam grew to over 24 million people in June 2010, and Vietnam has been stated among the most notable 20 countries on earth with the best number of Internet users. For the large number of the Internet users, it can be an opportunity for companies in the united states to develop e-marketing which is supposedly an integral part of marketing strategies today. However, how is the existing e-marketing in Vietnam? And what's the probable of e-marketing in the united states?
"E-marketing is a huge chance, it is very cheap, but Vietnam's marketers have not met demand of the marketplace yet", said Ian Fenwick in the workshop "E-marketing - The new Media Pattern". Indeed, the Internet is so popular in Vietnam and folks can gain access to through numerous methods such as dial-up, broadband, ADSL, wireless and 3G, but companies in Vietnam do not take full good thing about this to do e-marketing. They still advertise and do marketing through the original media that includes television, papers, and journals although costs are very expensive. Furthermore, many corporations started to put into practice e-marketing through their websites, the effect is very low because manifestation of form and content are not enough attractive and unique to use customers' attention. For instance, almost businesses in Vietnam do e-marketing simply by putting banners/pop-ups online or buying key term of se's while there are more attractive and effective forms such as in-text ad, text hyperlink and rich marketing.
However, the difficulty of economy highly stimulated e-marketing activities in Vietnam in the modern times. Many firms which focus on on young customers and office personnel have advertised e-marketing strategies quickly because almost Internet users are young people who are under 30 year-old. Moreover, many new and small businesses implement marketing via internet in order to diminish costs. Even though the rate of e-marketing expansion in Vietnam rises every year, following the statement of Asia Digital Marketing Connection, total earnings of online advertisement in Vietnam in 2008 was no more than 2% over total income of ad industry. The rate was very low weighed against developed countries such as 27% in Britain and 20% in the us.
Despite e-marketing in Vietnam is slowly growing, it has potentials in the foreseeable future. The increase of weblogs and internet sites is an gain for businesses because their advertising costs are lower than traditional marketing however they have high effect. Marketing via internet is also easier to access the amount of Internet users in the country. In addition, along with 55 million mobile users and the investment of big telecommunication companies in Vietnam to develop 3G networks, you will see more and more marketing strategies on mobile phone. In general, depending on marketers' interesting level for e-marketing as well as businesses' pattern about moving marketing budget to Internet more, there is still hope for the development of advertisement industry in Vietnam.
E-BUSINESS MODELS IN VIETNAM
Nowadays, e-business increasingly more is popular and produces in many countries. However, in Vietnam it has not expanded yet although Internet users are a whole lot. Among the reasons can be the habit of consumers. Consumers in Vietnam prefer to buy products they can see and touch while e-business companies sell and provide products through websites with pictures. Although lately, consumers in Vietnam began to concern about buying products via internet more, they still reserve to decide buying products because they don't know their real products.
There are many different e-business models, yet in Vietnam market, only some is popular such as e-commerce, e-shop, online neighborhoods, or e-procurement. Probably the most successful e-commerce model in Vietnam may be vatgia. com, which was positioned at 894 about the number of visitors following statistic of Doubleclick Advertisement Planner. Vatgia. com, which gives helpful information about many varieties of products to consumers, started general public to the community in 2007. Vatgia. com also provides services for corporations such as store for hire, publishing buying and selling, questions and answers about intake. Its special function is to list all products that have suited price with consumers' necessity. Vatgia. com provides three varieties to pay when buying products via internet including pay cash on delivery, pay through bank-account, and pay by credit card. Furthermore, to help consumers feel secure when making payments, Vatgia. com deployed the feature "introducing reliable partners". Therefore, consumers should only offer with companies that Vatgia. com already authenticated and anchored. For over 3 years of operation, Vatgia. com proceeds developing and contains 30% market talk about of e-business in Vietnam along with the number of tourists is 600. 000times/day. Vatgia. com has almost 10. 000 stores and 700. 000 products from housewares to luxury automobiles. Beside Vatgia. com, Vietnam have other e-business models such as muaban. online, 123mua. com, etc.
E-MARKETING PROCESS IN VIETNAM
In order to manage a e-marketing plan effectively, corporations in Vietnam should implement the next process:
Step 1: Determine the objective
The corporations need to ascertain that they advertise that purposes such as promoting the enterprise's image or launching a fresh product.
Step 2: Establish e-marketing plan
The marketers need to determine an e-marketing plan in detail. This is ideal for managing the plan.
Step 3: Choose the form of advertisement
Depending on some standards including the ability of classifying customers, the Click-through rate and just how of charging fees, the corporations should choose advertising forms (banner, text website link, inline-text, rich mass media) which is suitable with the objective.
Step 4: Indication a advertising agreement
Following the trend in Vietnam, the corporations should choose a specialist online advertising service company for utilizing their e-marketing strategy. It means the corporations will be given advices better if they do not have ability to conduct independently.
Step 5: Monitor and calculate the effect
The businesses can monitor and change the content of announcements, time and day to run advertisement quickly due to versatility of e-marketing. In today's, vietad. vn provides management tools including repot statistic, change website and key words, norm and monitor costs. The enterprises may use the website's services to keep an eye on and estimate the effect with their e-marketing strategies.
Step 6: Record the effect
Depending on available data, collecting and reporting about the potency of the strategies are simple. From reports, the corporations can bring experience for the next e-marketing strategies.
Although the e-marketing process for business in Vietnam was recommended, there aren't many enterprises applying it to perform and improve the aftereffect of their e-marketing strategies.
DIFFERENT TYPES OF E-MARKETING STRATEGIES
McCarthy's four Ps including Product, Price, Positioning and Advertising in the original marketing has been effectively applied in e-marketing today when technology is developing every day. The 4Ps has become the following forms:
Besides that, some other strategies are also put into enhance the effect of e-marketing strategies such as:
Marketing Communication Strategies
Relationship Management Strategies
In Vietnam, these strategies are applied more in businesses today. However, marketers in Vietnam havent used them the most effectively.
E-product Strategies: products can be found on websites to customers. Information regarding products including price, features and fact is added beside the products' pictures so that customers can find out about the merchandise more prior to making decision to buy. In Vietnam, some businesses offer products on the websites such as thegioididong. com. The web site offer many sorts of mobile phone, and it provides a function which helps customers can compare price, features between two cell phones customers want to buy most.
E-price Strategies: products can be purchased through the web are cheaper than in stores because store costs, personnel costs have vanished. In Vietnam, most e-shops that sell clothes or other products on weblogs or social networks have applied the strategy. For instance, many individuals use their Facebook accounts to sell products in Vietnam, this help them reduce many costs including costs for building websites.
E-placement Strategies: the web gives businesses usage of a worldwide market. With effective delivery and shipping and delivery channels, products usage of customers across the world easily. Customers may be charged delivery fees depending on where products will be delivered. Sometimes businesses ask for free shipment towards customers who buy mass amount. In Vietnam, it is popular to deliver straight products to customers in delivery regions of the business, or deliver through post office buildings for customers in further areas. For instance, nguyenkim. com will not bill any fees towards customers who live in Ho Chi Minh City.
E-promotion Strategies: the strategy helps businesses enhance their brand and image. In Vietnam, it is popular for businesses to put advertisements on interpersonal websites and online magazines, and the normal form is banners.
Marketing communication strategies and marriage management strategies are not popular. Few corporations apply the approaches for keeping customer relationship. NinoMaxx that is well-known fashion brand in Vietnam has taken care of customer marriage by sending e-mail to regular membership in order to inform about its campaign programmes.
E-MARKETING ISSUES IN VIETNAM
In the present, e-marketing cannot develop more in Vietnam because of several issues. First of all, "Vietnam businesses still hesitate in exploitation of e-marketing because they have not noticed its opportunities yet. In the knowing of many enterprises, the marketplace through the web is still obscure and unreal", said Mr. Truong Van Quy who's the Director of the introduction of Technology and Telecommunication joint-stock company in Vietnam. In addition, having less knowledge about information technology and having less human source for applying e-marketing create hesitation for the businesses when coming up with decision to do e-marketing. Worries mindset with technology is a common hurdle of enterprises, and this leads a series of inadequate e-marketing activities later.
Secondly, the web users in Vietnam are so young: about 80% users are under 30 year-old and 70% in there are under 24 year-old. Actually, they aren't potential customers of many businesses. In addition, age Vietnam enterprises' owners or professionals is higher, so they can not understand online activities of young people. This makes them wait to decide allocation of cover e-marketing.
Finally, the issue involves to Ad Companies in Vietnam. In the present, the companies do not have enough experience in this field because they familiar with traditional marketing. Thus, they can not adequately give guidelines to businesses which wish to accomplish e-marketing.
The large number of Internet surfers and low costs are one of the important components for businesses in Vietnam doing e-marketing. Marketing via the Internet has many advantages for enterprises, which want to improve their image and brand name to consumers. However, e-marketing and e-business have never been applied in many companies in Vietnam because some reasons. The top reasons can be the awareness of professionals and owners about the probable of e-marketing and e-business, as well as marketers insufficient knowledge and skills to exploit the Internet for marketing strategies. Therefore, in order to increase the e-marketing issues in Vietnam, there should change the awareness of managers and owners as well as consolidate internet skills for marketers. In addition, enhancing infrastructure and building a competent e-marketing strategy are important components to be able to build up e-marketing in Vietnam. Therefore, e-marketing and e-business still have many opportunities to expand in the future.