The red team believe that in Vietnam social media now firmly impacts every step in the customer’s ‘decision journey’ towards buying a brand.
Nielsen Research recently discovered that Vietnamese consumers use social media as a tool to help them make purchase decisions more than in any other country in Asia.
To add to the impact social media can have on your customers, recent research by McKinsey shows that direct recommendations from peers in social media generate brand engagement rates 30 times higher than traditional or online advertising does.
With all this in mind, we believe a key question for brand builders in Vietnam should be ‘how can we use social media as an integral part of my brand’s marketing mix?’
Here’s an interesting clipping from an article in Campaign Asia Magazine sharing recent Nielsen Research… Enjoy!
“A recent global consumer confidence survey by Nielsen finds that social media channels have a significant impact on the purchase decisions of the majority of consumers in Asia, but that advertisers continue to be an unwelcome presence.
More than half (52 per cent) of all consumers surveyed across 12 regional markets indicated that they use social media as a tool to help make purchase decisions. Those in Vietnam rely on it the most heavily, followed by Thailand and China. Surprisingly, Japanese consumers were found to be the least likely to draw inspiration from social channels: just over a quarter said they do.
The study also highlights the value of building trust and subsequently word-of-mouth recommendations. In India, 20 per cent of respondents said they trust the opinions of others completely. That figure stands out as an anomaly, but nearly 65 per cent of people regionally said they trust the opinions of peers on social channels, at least to an extent. Not surprisingly given their widespread use of discussion forums, Chinese consumers demonstrate an especially high level of trust in this regard.
On the other side of the coin, most are still sceptical of advertising -although India proved again to be something of an exception, with more than 10 per cent saying they trust advertising on social networks implicitly.
However, 54 per cent of people across the region said they do not trust advertising at all, the most unwavering being Koreans and Vietnamese. This is probably due to the fact that the advertising that appears on social platforms is seen as being out of context. Half of respondents found it somewhat irrelevant, 10 per cent particularly so. The feeling was most pronounced in Japan, where 17 per cent see advertising on social media as highly irrelevant.
Topping the list of reasons for `liking’ brands on social media was the potential to receive discounts, followed by a desire for news updates.”
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