HCM CITY (VNS)— Major enterprises such as Heineken, Ford Viet Nam, Tiger, Vespa, Vietinbank, HD Bank, Sanyo, Sony and Vietjet Air as well as smaller brands are pouring more money into mobile marketing for their advertising campaigns.
|A smartphone in use. Both domestic and foreign companies are paying higher attention to mobile marketing. — VNA/VNS The Anh
As the number of phone users increases, mobile marketing has become a way of improving companies' images and products to customers.
According to the General Statistics Office, the country has more than 120 million telephone subscribers, with more than 8.8 million mobile phone subscriptions.
Currently, about 36 per cent of adults access the internet through mobile phones and smartphones. People aged 15-24 account for 53 per cent.
Tran Thi Lan Thanh, managing director of Goldsun Focus Media Co, said that famous brands in the Vietnamese market were using mobile marketing more frequently.
In the first quarter of next year, the number of subscribers who accessed mobile advertising service Sosmart.vn is expected to reach 1 billion per month.
Sosmart.vn has linked with more than 500 million mobile subscribers per month.
Thanh said more businesses were pouring more money into advertising costs and efficiency based on a "pay-per-click" basis.
For instance, it costs only VND5,000 for a click-on ad banner or VND10,000 for 1,000 views.
Businesses would measure efficiency thanks to control and reports from Sosmart.vn, Thanh noted.
Ford Viet Nam has been successful in mobile marketing on launching the Ford Ranger.
Registration on test driving through mobile and SMS has been used. The campaign attracted more than 195,000 hits and 1,313 registrations after six weeks.
Experts noted that if marketers wanted to be successful with mobile marketing campaigns, they must make relevant ad content for target audiences.
Most mobile advertising takes the form of text messages.
Le Dinh Phuong, business director of VietGuys, which specialises in providing
marketing services and solutions based on mobiles, was quoted in thegioibanle.vn as saying that Samsung and Sony Ericsson were using electronic warranty solutions for their mobile products.
When customers buy a product, all the information about time and warranty history will be fully stored on the system, allowing users to know their warranty information just by sending a message or calling up the operator instead of keeping a warranty card as they did before.
The cost of SMS marketing activities is not high, so it is suitable for small – and medium-sized businesses.
SMS marketing is an option worth considering if businesses or retailers
use it for customer service or information channels.
To do this well, enterprises should pay attention to build databases of their
customers, and carefully consider the content — VNS