tag:www.econsultancy.com,2008:/topics/digital-transformation Latest Digital Transformation content from Econsultancy 2017-03-28T14:47:26+01:00 tag:www.econsultancy.com,2008:BlogPost/68938 2017-03-28T14:47:26+01:00 2017-03-28T14:47:26+01:00 How smartphone apps & personal data might reduce the cost of healthcare products Charles Wade <p>Sports brands, like <a href="http://www.nike.com/us/en_us/c/nike-plus/running-app-gps">Nike</a>, moved into the ‘wellness’ tech space early, as they quickly recognized the opportunity inherent within smartphones, utilising native functionality – such as GPS – to provide (often free) apps that offer users exercise regimes or maps to track their morning runs. </p> <p>Alongside goal-setting, fitness apps looked to enhance the experience by partnering with their home screen neighbors, such as Spotify, to combine their features, for example adding ‘Power Songs’ that play when performance dips. </p> <p>Only this month <a href="https://www.engadget.com/2017/03/12/adidas-new-open-digital-fitness-products/">adidas announced</a> that it plans to make its ‘Runtastic’ app an open platform, allowing third-parties to utilize its capabilities in their own apps to further personalize the user’s experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/5083/adidas_runtastic.png" alt="" width="587" height="294"></p> <p>The reason for investing in technology is clear for the aforementioned sports apparel and footwear manufacturers – they hope to remain front of mind for their target market, namely ‘athleisure’ buyers, a segment <a href="http://digiday.com/uk/stretching-global-athleisure-boom-5-charts/">thought to be worth</a> $270bn globally last year. </p> <p>Not only is it a lucrative space, it is an increasingly competitive one where the ‘traditional’ players are under pressure from relative newcomers like Under Armour and lululemon, as well as Topshop (Ivy Park), H&amp;M, and American Eagle Outfitters, all of whom have developed ranges in an attempt to muscle in.</p> <p>At the same time the healthcare industry is spending heavily on apps as it looks to maximise the relationship that people have with their phone (<a href="https://insights.samsung.com/2016/02/24/do-patients-rely-on-mobile-healthcare-apps-more-than-their-doctors/">32% of US consumers</a> had at least one healthcare app on their phone in 2016). As an example: <a href="https://carezone.com/features">CareZone</a> acts as a journal, reminding you when to take medication; <a href="http://www.uptodate.com/home">UpToDate</a> helps students stay informed with medical developments; and the <a href="http://www.redcross.org/get-help/prepare-for-emergencies/mobile-apps">Red Cross</a> offers first aid advice.</p> <p>Incredibly, <a href="https://suite.face2gene.com/technology-facial-recognition-feature-detection-phenotype-analysis/">Face2Gene</a> allows the user to take a photo of their face (via their phone’s camera) and then uses an algorithm to scan it to identify any genetic syndromes.</p> <p>Aside from selling clothes or taking a fee for download or ‘Premium’ services, what <em>is</em> slightly unclear is what developers are doing with the most important aspect, namely the data that they collect. Looking further afield, Uber recently released ‘<a href="https://newsroom.uber.com/introducing-uber-movement/">Movements</a>’, a service which aggregates the information that the company has learnt about riders and their journeys, which it then offers to cities for better town planning. (Was that in the privacy settings?)</p> <p>It does not take a huge leap of the imagination to hypothesize that app developers might pass on the information that has been clocked up by users to insurers or pharmaceutical companies. If so, not only should consumers be alerted to this fact, but there might be an opportunity for them to demand more from this value exchange, above and beyond receiving information without having to wait at the Emergency Room.</p> <p>There are myriad apps that <a href="http://www.apppicker.com/applists/3414/the-best-health-insurance-apps-for-iphone">store insurance personal data</a>, and subsequently let users ‘compare the market’: why not take this a stage further? For example, a 40-year-old woman might share her Nike Run+ app data with her life insurance provider to show that she runs on average 25-miles a week, possibly along with her associated heart rate (and average time). This could be combined with the step counter on their iPhone, used to further detail the level of her fitness by assessing her mobility.</p> <p>Interestingly, <a href="https://www.healthiq.com/affinity/runspeed8minmile">Health IQ</a>, an insurer, has spent heavily recently on programmatic ads, stating: “Special rate life insurance for runners. Runners who can complete an 8-minute mile have a 35% lower risk of all-cause mortality and a 41% lower risk of death from heart disease.” </p> <p>Furthermore, <a href="http://www.runnersworld.com/general-interest/can-runners-save-on-life-insurance">in an article</a> from July 2016 (which also cites HealthIQ) Runner’s World explains how the US insurance provider <a href="http://www.johnhancock.com/">John Hancock</a> introduced a plan with discounts “of up to 15%” to those customers who meet exercise targets “measured by fitness trackers”. This is a good start for those people who workout.</p> <p><img src="https://assets.econsultancy.com/images/0008/5084/lifeinsurancead.jpg" alt="" width="578" height="368"></p> <p>Alongside the data above, could our runner submit her weekly online grocery order – that contains fruit and vegetables and low sugar items – evidence of a healthy diet that could also be used as a bargaining chip to reduce insurance costs. </p> <p>Again, John Hancock has implemented this, to a degree, through its ‘<a href="https://www.jhrewardslife.com/">Vitality Program</a>’, which rewards policy holders with points, redeemable at Whole Foods, Hyatt, and others if they can show a history of prudent eating. </p> <p>This is certainly commendable, but it does require the individual to have a relationship with that provider and the perks are only available at pre-determined vendors; those who remain fit and healthy might <em>possibly </em>prefer to use the information to reduce their premiums and buy whatever they like (such as new sneakers). </p> <p>Tech alone cannot determine the exact state of someone’s health. Indeed, people would need to continue to have medicals and routine check-ups to assess their overall state (until, that is, there’s an app for that too): however everyday activities should be seen as a tool for consumers to obtain services that are befitting of the condition they keep themselves in.</p> <p>This is timely for US consumers, given the long-term uncertainty around the <a href="https://www.healthcare.gov/glossary/affordable-care-act/">Affordable Care Act</a> (recent climb-down notwithstanding). Millions of Americans pay significant sums for insurance coverage; above and beyond the impact on their health, the invaluable mine of data that apps contain should be used to positively influence their wallets too.</p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68851-six-ways-digital-is-changing-the-pharma-healthcare-industry/"><em>Six ways digital is changing the pharma &amp; healthcare industry</em></a></li> <li><a href="https://econsultancy.com/blog/68346-new-data-shows-why-digital-is-now-critical-to-pharma/"><em>New data shows why digital is now critical to pharma</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68930 2017-03-24T10:00:16+00:00 2017-03-24T10:00:16+00:00 10 amazing digital marketing stats from this week Nikki Gilliland <p>If that’s not enough to tickle your fancy, you can check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more.</p> <h3>Online retail sales are up 15% while smartphone growth slows</h3> <p>According to the <a href="https://www.imrg.org/data-and-reports/imrg-capgemini-sales-indexes/sales-index-march-2017/" target="_blank">latest figures</a> from the IMRG Capgemini e-Retail Sales Index, UK online retail sales were up 15% year-on-year in February. </p> <p>However, the rate of growth for sales through smartphone devices has roughly halved year-on-year, going from 96% in February 2016 to just 57% in February 2017.</p> <p>With tablet growth also remaining low at 3.5%, a sustained slowdown through this channel could potentially impact growth rates for online retail overall.</p> <h3>Instagram has more than 1m monthly active advertisers</h3> <p>Instagram has <a href="https://business.instagram.com/blog/welcoming-1-million-advertisers">just announced</a> that it has more than doubled its amount of monthly active advertisers in the past six months. Growing from 500,000 last September, it now with an advertiser base of 1m.</p> <p>Furthermore, there are now more than 8m businesses using a business profile on Instagram, with the greatest adoption coming from the US, Brazil, Indonesia, Russia and the UK.</p> <p><img src="https://assets.econsultancy.com/images/0008/4980/Instagram.jpg" alt="" width="275" height="548"></p> <h3>74% of shoppers will abandon purchases after adding items to their cart</h3> <p>Survey data from <a href="https://blog.salecycle.com/featured/infographic-people-abandon-shopping-carts/" target="_blank">SaleCycle</a> has revealed that 74% of online retail visitors who add something to their cart will leave without following through on the purchase.</p> <p>In terms of retail categories, health and beauty currently has the lowest abandonment rates of 68.2%. In contrast, consumer electronics has the highest with a rate of 78.8%.</p> <p>Overall, 34% of people are said to abandon their baskets because they are ‘just browsing’, while 23% might have an issue with shipping.</p> <p><img src="https://assets.econsultancy.com/images/0008/4975/SaleCycle.JPG" alt="" width="670" height="464"></p> <h3>8 out of 10 online shoppers avoid retailers after a bad returns experience </h3> <p>New data from Klarna has revealed that retailers who fail to provide consumers with a quick and easy returns service risk losing a large proportion of their customer base. </p> <p>In a survey of 2,000 UK consumers, <a href="https://www.theretailbulletin.com/news/past_the_point_of_no_return_22-03-17/" target="_blank">83% of online shoppers</a> said that they would never shop with a retailer they have had a bad returns experience with in the past. Similarly, 77% believe UK retailers need to improve their returns capabilities, while 28% said they have been put off returning items due to foreseen hassle. </p> <p>With online shoppers reportedly returning 10% of goods they buy online, and 40% deliberately ordering multiple items to send back what they don’t want, it is vital for retailers to improve returns processes in order to capture long-term loyalty.</p> <h3>Total video content views rose by 26% in 2016</h3> <p>The <a href="http://freewheel.tv/insights/#video-monetization-report" target="_blank">Video Monetisation Report</a> by FreeWheel has revealed that 2016 was a pivotal year for premium video consumption.</p> <p>The report states that content views rose by 26% from the previous year, with ad views up by 24%. Similarly, huge global events like the Rio Olympics and the Presidential election boosted video views, contributing to the general growth of popularity in live video content in the US.</p> <p>Meanwhile, as news and sport content enjoyed major growth across the pond, entertainment reigned supreme in Europe, with 93% of ad views being based on this content, as opposed to 46% in the US.</p> <h3>90% of UK agencies expect to increase turnover in 2017 </h3> <p>New findings from BenchPress suggest that, despite uncertainties over Brexit, a massive 90% of creative and digital agencies in the UK expect to increase their turnover in 2017.</p> <p>While 84% of agency owners were against Brexit, 52% have yet to notice any knock-on effect on their businesses following the referendum in June 2016.</p> <p>29% have experienced clients cancelling projects because of uncertainty around Brexit, while 11% have instead recorded increases in overseas work as a result of the devaluing of the Pound.</p> <p><img src="https://assets.econsultancy.com/images/0008/4976/Brexit.JPG" alt="" width="637" height="302"></p> <h3>78% of older shoppers fear a robot-run high street</h3> <p>A new <a href="http://possible.mindtree.com/SixthSenseofRetail.html" target="_blank">report by Mindtree</a> suggests that 78% of shoppers over the age of 55 are apprehensive about new retail technologies like automation, artificial intelligence and robotics infiltrating the high street.</p> <p>In contrast, 51% of shoppers between the ages of 16 and 24 are comfortable with the idea of automated technologies in stores.</p> <p>Additionally, the study – which involved a survey of 2,000 consumers in the UK – found there are differing opinions between genders, with 44% of men happy with a robotic shopping experience compared with just 30% of women. </p> <h3>Only a half of charities have a digital strategy in place</h3> <p>The <a href="https://www.skillsplatform.org/content/charity-digital-skills-report" target="_blank">Charity Digital Skills Report</a> has revealed that many UK charities are still struggling to get to grips with digital transformation. </p> <p>From a survey of 500 charity professionals, 50% said they do not have a digital strategy currently in place, and only 9% said they have been through digital transformation. When it comes to the biggest barriers, 57% of charities cite a lack of the right skills and 52% say a lack of funding. </p> <p>It’s not a case of disinterest, however, as 75% of charities think growing their digital skills would help them increase fundraising.</p> <p><img src="https://assets.econsultancy.com/images/0008/4977/Charities_digital.JPG" alt="" width="690" height="264"></p> <h3>26% of UK shoppers plan to spend more this Mother’s Day than 2016</h3> <p>From a survey of 1,000 shoppers, Savvy found that 66% of respondents will be getting involved with Mother’s Day this year, with 26% planning to spend more than they did in 2016.</p> <p>Despite spending more, there seems to be some negativity surrounding the type of gifts on offer. 54% of shoppers agree that Mother’s Day products presented in retail stores are ‘boring and lack inspiration’. Consequently, 45% of shoppers plan to purchase presents online – an increase of 7% on last year.</p> <p>Finally, 36% desire a wider range of gifts to suit different budgets, while 38% of shoppers want more gift ideas and inspiration from retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/4978/Mother_s_Day.jpg" alt="" width="665" height="583"></p> <h3>44% of advertisers are considering in-house solutions</h3> <p>ISBA and Oliver have conducted the first-ever UK survey on advertisers’ use of in-house and on-site agencies.</p> <p>The findings show that advertisers are now seeking closer relationships with fewer suppliers, as just under half of brands are now considering establishing an on-site or in-house capability.</p> <p>Lack of speed appears to be one of the main reasons for this, with 68% of marketers expressing frustration over the time it takes external agencies to make decisions or turn around briefs. In contrast, this figure drops to 8% for on-site and 20% for in-house agencies.</p> <p>Other advantages cited for in-house include improved brand expertise, collaboration, operational control and creative expertise.</p> tag:www.econsultancy.com,2008:BlogPost/68927 2017-03-23T10:14:35+00:00 2017-03-23T10:14:35+00:00 Childline launches app to offer counselling direct to mobiles Nikki Gilliland <p>Luckily, digital technology now means that it’s easier than ever for young people to seek confidential advice and support. Last year, 1.8m sessions on the Childline website originated on mobile devices, and 71% of counselling sessions were delivered online via email and one-to-one chat.</p> <p>Taking this into consideration, Childline has decided to take its digital efforts one step further, creating a dedicated app so that children can access its online services direct from their smartphones.</p> <p>It’s said to be the first ever app of its kind in the UK – here’s a bit of a run down on its features.</p> <h3>Discreet installation</h3> <p>Free to download, Childline has deliberately avoided using any branding in its design.</p> <p>By using the name ‘For Me’ and an ambiguous logo, it ensures that if anyone happens to see the app on a child’s phone, they would not know that it was a Childline service.</p> <p><img src="https://assets.econsultancy.com/images/0008/4951/home_screen.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4952/pin.PNG" alt="" width="250"></p> <p>Even better, the app requires a pin in order to log in, meaning that nobody but the child can access it – a great way to instil confidence and reassure young users that the service is safe and secure.</p> <h3>Comprehensive help and advice</h3> <p>While the Childline website is a great resource, it might prove difficult for youngsters without direct access to their own computer, or who are worried about others looking at their search history.</p> <p>With many young people now having their own smartphone, the app provides a direct and instant link to Childline’s comprehensive counselling services.</p> <p>There is a tonne of information included on the app, ranging from general tips on exam stress through to practical advice like how to make a doctor’s appointment if you're under 16.</p> <p>I particularly like how the app can be tailored to a specific state of mind. Users can set their mood to ‘depressed’ or ‘stressed’ etc. and it will offer up articles that might be of help in this instance. </p> <p><img src="https://assets.econsultancy.com/images/0008/4953/mood.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4954/what_is_making_you_feel_bad.PNG" alt="" width="250"></p> <p>This is perhaps useful if a child does not necessarily know why they are feeling a certain way. For example, while they might be able to articulate that they are feeling depressed, seeing an article titled ‘worries about the world’ or ‘isolation’ might prompt them to further explore the reasons why.</p> <h3>Creative toolbox</h3> <p>Another thing I like is that the app is not merely a one-sided resource – it has plenty of interactive features to encourage children to actively express their feelings. </p> <p>The Toolbox section has a whole host of creative features, including integrated videos and an ‘art box’, which allows the user to create digital drawings and paintings. These images can be saved to the user’s ‘locker’, where they can also safely keep a mood journal and various other private documents.</p> <p><img src="https://assets.econsultancy.com/images/0008/4955/toolbox.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4956/Locker.PNG" alt="" width="250"></p> <p>This means that if a child does not actively seek further help and support, the app is still likely to act as an aid – even if it’s just as an outlet or a place to store thoughts and feelings.</p> <h3>Message boards and support</h3> <p>If a child does want to seek out help there are continuous prompts to do so, providing users with phone numbers and contact details for a range of support networks.</p> <p>What’s more, the app also has an in-built message board, where users can ask questions about whatever it is that’s worrying them. This is also likely to be effective for children who don’t want to ask a professional or even an adult – here they can talk to youngsters in similar situations.</p> <p><img src="https://assets.econsultancy.com/images/0008/4957/message_boards.PNG" alt="" width="250"> <img src="https://assets.econsultancy.com/images/0008/4958/get_support.PNG" alt="" width="250"></p> <p>Childline’s app cleverly taps into the idea that children today are glued to their smartphones. By opening up a direct link, it offers kids an easy and accessible way to seek help and advice whenever it’s needed.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66592-why-charities-need-true-digital-transformation/" target="_blank">Why charities need true digital transformation</a></em></li> <li><em><a href="https://econsultancy.com/blog/67451-the-smartest-experiential-charity-marketing-campaign-you-ll-see-this-year/" target="_blank">The smartest experiential &amp; charity marketing campaign you'll see this year</a></em></li> <li><em><a href="https://econsultancy.com/blog/68091-how-five-charities-are-innovating-with-contactless-payment-technology/" target="_blank">How five charities are innovating with contactless payment technology</a></em></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3157 2017-03-21T11:04:14+00:00 2017-03-21T11:04:14+00:00 Digital Transformation in Practice <p>Digital Transformation. The buzzword of the moment. Everybody from IBM to the British Government claim to be in the throes of digital transformation. But what is it and what does it mean in practice?</p> <p>This course will cut through the hype and answer a simple question. What does digital mean for how you do business? You will learn how digital has changed consumer behaviour. You will discover what steps you will need to take if your organisation is going to survive in this new business reality.</p> tag:www.econsultancy.com,2008:BlogPost/68904 2017-03-20T10:09:34+00:00 2017-03-20T10:09:34+00:00 Minding the digital skills gap: top tips for aspiring modern marketers Donna-Marie Bohan <p>In today’s business landscape we are witnessing a transforming job market. How are marketing roles and responsibilities going to change and develop in the future? How does the human element of brand building evolve in a world of emerging technology?</p> <p>These are some of the questions that concern us as modern marketers grappling with a fast-moving and uncertain environment. </p> <p>Data from The Marketing Society shows that <a title="why cmos life expectancy is falling" href="https://www.marketingweek.com/2016/03/07/why-cmos-life-expectancy-is-falling/" target="_self">the average tenure of CMOs in the UK stands at just 18 months</a>. All this means that marketers are having to work even harder to prove their worth to the board. With <a href="https://econsultancy.com/blog/68718-what-is-zero-based-budgeting-and-what-are-its-benefits-for-marketers/">zero-based budgeting</a> and increasing pressure to prove ROI on marketing spend now commonplace, the onus is on marketers to show how marketing affects the business bottom line and how it ultimately drives a business forward.</p> <p>A shift in how marketing operates means that finding and nurturing the right talent is often difficult.</p> <p>Panellists Julia Porter (Origin Housing), Liz Curry (Comic Relief) and Luis Navarrete Gomez (Lego) reflected on this issue at Marketing Week Live and spoke about the challenges and opportunities of the skills gap for the modern marketer.</p> <p>Here are some of their top tips for aspiring marketers.</p> <h4>Data is your friend</h4> <p>Data is now a central part of marketing for the future, which means that marketers need to be comfortable utilizing it. Creativity is no longer enough; understanding data is essential if a marketer wants to develop their career.</p> <h4>Don’t lose focus on what’s important</h4> <p>Functional skills such as ecommerce and CRM as well as channels skills such as programmatic and social were cited as examples of the type of know-how now in demand.</p> <p>That being said, while data literacy and a basic knowledge of technology is important, the tech revolution has perhaps resulted in marketers losing sight of what’s really important: the customer.</p> <p>Porter (Origin Housing) admitted that marketing to people has become a bit frenetic. Instead, marketers must focus on how data can be used to add value and provide a better customer experience.</p> <h4>A hybrid mix of skills</h4> <p>The expectation for marketers to embrace both innovation and data analysis reflects a new reality: marketers need both left and right brains; a competency with numbers but also a creative mindset. In actuality, a combination of skills is essential for marketers to truly progress in their careers.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/4742/left_and_right_brain-marketo-blog-blog-flyer.jpg" alt="left and right brains - Marketo" width="470" height="234"></p> <p>This notion can be extended to the need for marketers to possess both functional and <a href="https://econsultancy.com/blog/64780-have-changes-in-modern-marketing-led-to-a-soft-skills-revolution/">soft skills</a>. Proactivity, adaptability and leadership are increasingly valued. As professionals with more technical backgrounds continue to join the ranks of marketing and the requirement of proving ROI to the board continues to increase, stakeholder management, aligning people with business goals and team building are important capabilities for the modern marketer.</p> <h4>Curiosity never killed the cat</h4> <p>So while recruiting for attitude and behaviour is considered just as important as hiring for skills and qualifications, panellists were in agreement that curiosity is one sought-after characteristic in the search for marketing talent.</p> <p>With rapid technological advancements demanding more continuous links between education and employment, lifelong learning is an imperative. Reading to keep abreast of the industry, the rising popularity of MOOCs and online classrooms and joining the gig economy are some of the ways in which marketers are taking ownership of their learning and shaping their own career and personal development.  </p> <h4>Finally…</h4> <p>Panellists offered some other practical tips on staying ahead in the era of modern marketing and how to improve knowledge and skills.</p> <p>Curry spoke of the benefits of making contacts with people who are at the same level as you in their career and mentioned the data council forum of which she is a member. Networking with peers in such forums is a valuable means of exchanging information and learning from one another.</p> <p>Finding a mentor was also referred to as a useful step towards boosting professional development. Mentoring schemes are provided by professional bodies such as the <a title="CIM mentoring scheme" href="http://www.cim.co.uk/more/mentoring/" target="_self">Chartered Institute of Marketing</a>, for example. The Marketing Academy also provides one-to-one mentoring and executive coaching from CMOs through its UK <a title="Marketing Academy scholarship programme" href="http://www.themarketingacademy.org.uk/our-programmes/the-scholarship" target="_self">Scholarship Programme</a>.   </p> <p>But Curry also emphasised the importance of being clear about what it is that you enjoy doing. There’s no point trying to make yourself a data scientist if you hate maths or statistics. It’s important to understand what an organisation needs as well as what you need.</p> <p>Deciding what you are interested in and building a portfolio of skills around that is a sensible approach to maximising opportunities and getting the most out of your career. </p> <p><em>To benchmark your own digital knowledge, take Econsultancy's <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>. And to expand your skills, book yourself onto one of our <a href="https://econsultancy.com/training/">digital marketing training courses</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/68895 2017-03-20T01:00:00+00:00 2017-03-20T01:00:00+00:00 Digital in Vietnam: Is politics hindering progress? Frederic Chanut <p>Over half the population of Vietnam are now online, representing a market of around 50m people. This growth has created huge potential in the online economy — but there are some factors slowing progress.</p> <p>First, let’s take a look at what the Vietnamese are up to online.</p> <p>Data collected by <a href="https://www.consumerbarometer.com/en/insights/?countryCode=VN" target="_blank">The Connected Consumer Survey</a> shows that 72% of Vietnamese are online using their smartphone.</p> <p><img src="https://assets.econsultancy.com/images/0008/4670/device_usage_vietnam.jpg" alt="" width="645" height="603"></p> <p>There’s a huge desire to be online via mobile — <a href="http://reachingvietnam.com/wp-content/uploads/2016/04/VN_DigitalAssessment2016.pdf">a recent study</a> by Reaching Vietnam revealed that Vietnamese often own multiple phones in order to take advantage of the best deals with competing providers. Despite this, smartphone penetration is still only around 55%, leaving plenty of room for expansion.</p> <p>In terms of where they’re spending their time, <a href="http://www.alexa.com/topsites/countries/VN" target="_blank">according to Alexa</a> the top 10 most popular sites are:</p> <img src="https://assets.econsultancy.com/images/0008/4728/Vietnamese_websites.png" alt="" width="700" height="436"> <p>Vietnamese are also extremely social. <a href="https://www.slideshare.net/binhnguyenplus/digital-in-2016-vietnam-we-are-social" target="_blank">Data collected by We Are Social</a> shows that there are 35m active social media users, making up about 37% of the total population. 29m of these users are accessing via a mobile device, meaning 31% of Vietnamese are using their phone for social media.</p> <p>Here are the most popular social media platforms:</p> <p><img src="https://assets.econsultancy.com/images/0008/4674/social_networks_vietnam.JPG" alt="" width="100%"></p> <p>It’s interesting to see Zalo – Vietnam’s domestic social media network – giving Facebook such a good run for its money. Its popularity comes from how tailored it is to the Vietnamese user’s needs — as well as chat and voice call services, it also allows users to search for administrative information such as vaccinations and appointments.</p> <p>Clearly, Vietnam is loving life online. However, it’s important to understand how the country’s complex sociopolitical and economic climate impacts its digital economy. Only then will companies be able to realise the huge business potential.</p> <h4>1. Vietnam has a socialist-oriented market economy</h4> <p>Vietnam is one of only four socialist states remaining worldwide, along with China, Cuba and Laos.</p> <p>After the the Vietnam War ended in 1973, North and South Vietnam were slowly reunified, leading to the creation of today’s Socialist Republic of Vietnam in July 1976. The country has been ruled by the Communist Party of Vietnam ever since.</p> <p>However, in the 1980s the party conceded that pure socialism was not serving the people of Vietnam as it should. In 1986 the <a href="https://en.wikipedia.org/wiki/%C4%90%E1%BB%95i_m%E1%BB%9Bi" target="_blank">Doi Moi reforms</a> were made with a view to creating a ‘socialist-oriented market economy’ — one where the state retains significant control over the economy, but private companies and cooperatives play a major role in commodity production and service provision.</p> <p>This is almost identical to the approach adopted by China. The idea is that in the early stages of developing a socialist economy a country must first adopt capitalist techniques in order to thrive.</p> <p>In theory, private enterprise exists in Vietnam with the sole purpose of strengthening socialism. In practice, this means private companies can operate within Vietnam as they can in basically any other country. The difference comes in at the consumer level.</p> <h4>2. Vietnam operates media censorship</h4> <p>One of the reasons why digital media has taken off in Vietnam is because traditional media such as print and TV are monitored and censored by the government. <a href="https://www.theguardian.com/news/2015/apr/22/vietnam-40-years-on-how-communist-victory-gave-way-to-capitalist-corruption" target="_blank">Reports say</a> that the government calls in editors every week – on Tuesdays in Hanoi and Thursdays in Ho Chi Minh City – to tell them what to cover and what to conceal.</p> <p>There is obviously more freedom of information online, but the government has also shown attempts to censor digital and social media.</p> <p>Despite Facebook being the most popular social network in the country, problems accessing the site have been <a href="http://www.smh.com.au/technology/vietnam-internet-users-fear-facebook-blackout-20091117-iki0.html" target="_blank">reported since 2009</a>. Whilst living and working in Ho Chi Minh City in 2016 my business partner Paul Hewett had issues accessing the site, which affected his ability to run social campaigns.</p> <p>The problems don’t end there. In 2010 the government <a href="http://www.bbc.co.uk/news/world-asia-pacific-10968906" target="_blank">introduced a law</a> requiring all public places offering internet services to install monitoring software. This is especially troubling as Vietnam has a thriving café culture, and many Vietnamese connect to public WiFi networks to use the internet.</p> <p>To top things off, in 2013 the Vietnamese government introduced Decree 72, making it illegal to distribute any materials online that "harms national security” or “opposes" the government. This has led the UK government to <a href="https://www.gov.uk/government/publications/vietnam-country-of-concern/vietnam-country-of-concern" target="_blank">classify Vietnam</a> as a “country of concern” with regards to freedom of expression.</p> <h4>3. The infrastructure is not up to scratch</h4> <p>The final issue facing the digital economy in Vietnam is the infrastructure. Up until last year, the country was connected to the world wide web by just four internet cables: the Asia America Gateway (AAG) cable, which runs via Hawaii to the USA; the Intra Asia (IA) cable, the SMW3 cable (Southeast Asia, Middle East, Western Europe 3) and TVH cable (Thailand- Vietnam- Hong Kong).</p> <p>Of the four, the AAG is by far the most important, holding the largest bandwidth and crucially connecting Vietnam to American websites. Unfortunately, it’s also the least reliable connection, and has already suffered one serious outage in 2017. Rather pathetically, the government often reports the problem being caused by sharks biting the cable, with connectivity issues sometimes lasting as long as three weeks.</p> <p>Luckily, the infrastructure is improving. A seven-year-long project to build a cable connecting the whole of Asia Pacific <a href="http://www.submarinenetworks.com/systems/intra-asia/apg/apg-cable-comes-alive" target="_blank">was completed</a> in October 2016. The cable saw investment from digital giants like Facebook and China Telecom, demonstrating the high levels of corporate interest in the digital economy of Southeast Asia.</p> <h3>In summary…</h3> <p>There’s a huge appetite for digital media and ecommerce in Vietnam that shows no sign of slowing down.</p> <p>Unfortunately, it’s a case of demand far outstripping capabilities. The investment in new internet infrastructure is positive and shows that Vietnam is set to benefit from the digital revolution as much as its neighbours already have. But the increasingly strict digital surveillance laws passed by the government pose a bigger problem — and we simply do not know how far they will go.</p> <p>It’s a frustrating climate for any digital company to work in. However, I would urge business owners to have faith that the burning desire of the Vietnamese people to be online will defeat anything the government might do to stand in the way.</p> <p><em>This article is part of a series looking at <a href="https://econsultancy.com/blog/68825-digital-in-asia-pacific-four-things-you-need-to-know/" target="_self">digital in Asia Pacific</a>. Thanks to my business partner <a href="http://www.inmarketingwetrust.co.uk/paul-hewett-client-service-director/">Paul Hewett</a>, who lived and worked in Vietnam for a period last year and contributed to this article.</em></p> <p><em>And for more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/reports/understanding-the-customer-journey-in-apac"><em>Understanding the Customer Journey in Asia Pacific</em></a></li> <li><a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia/"><em>State of Email and Marketing Automation in South-East Asia</em></a></li> <li><em><a href="https://econsultancy.com/reports/state-of-social-media-in-south-east-asia/">State of Social Media in South-East Asia</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68899 2017-03-16T14:13:11+00:00 2017-03-16T14:13:11+00:00 The new marketing landscape in Pharma Arliss Coates <p>Industry players at Econsultancy's ePharma roundtable were able to sit down, share problems, discuss solutions, and brainstorm ways forward. All under the Chatham House rule, of course, so the conversation stayed honest, open and confidential.</p> <p>Because of its nagging ever-presence, customer experience was a natural "first" on the docket of discussion. We began with a general inquiry into the problems facing pharma CX, corralling the discussion as we went along, and ranging over topics including content marketing, millennials (of course), and standards and metrics.</p> <p>Below are a few of the issues and solutions touched on during the hour-long roundtable:</p> <h4><strong>The customer experience</strong></h4> <p>Social, unsurprisingly, was first on everyone's lips. To the chagrin of all, it was pointed out that several of the industry's top companies launched social campaigns <em>for the first time</em> only last year.</p> <p>If the first step is admitting you have a problem, pharma appears finally to be on the road to social media normalcy.</p> <p>On another note, pharma has discovered the value in using targeted community groups on social media to get the word out. One marketer involved in rare diseases conveyed that she found these groups to be particularly useful in building brand trust among patients and the wider caregiver community.</p> <p>Also on the table's mind was the usefulness of chatter groups; letting customers lead these groups has yielded good results and strategic input.</p> <p>On the bright side, it was noted that customer complaints out of chatter groups mostly revolved around product delivery, and not always the product itself.</p> <p>All this makes sense. By its nature pharma can create some very opinionated customers, and there is broad agreement that feedback from them, good or bad, is too valuable a thing to waste.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/4706/capsule_image-blog-flyer.jpg" alt="" width="336" height="153"></p> <p><strong>Speaking of brand trust...</strong></p> <p>The table was able to agree on something positive – the age of fake news has spurred a new era in consumer faith in brands. We're not sure why this is, but we are sure it's a good thing. As one participant put it, we need to be producing as much content as possible while the good times last.</p> <p>Of course, the murmur was that <a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice/">content strategy</a> is <em>hard.</em> How do we know what to produce? Unfortunately, the answer to that is beyond the scope of this blog post.</p> <p>One idea was put forth: marketers should look at legal not as an adversary, but as a partner to bring ideas forward.</p> <p><strong>Agencies out of control</strong></p> <p>Or, to put it in the milder terms of one participant, "brands need to get a grip on their agencies."</p> <p>While there was a general consensus that agencies can offer good advice and are a good source of knowledge, most felt that they have gotten too expensive for the service they provide.</p> <p><strong>Millennials</strong></p> <p>Amidst lamenting the general state of the generation, it was agreed that millennials are the hardest group to market anything to. Their resilience to advertisement and tendency to make snap judgments make them a frustratingly elusive prize.</p> <p>While they can still be better reached using <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">programmatic</a>, millennials are still accustomed to viewing ads as ignorable features of the content they want. The worst of these display methods is probably the banner ad, at the mention of which roundtable participants let out a giggle. Nobody clicks on those.</p> <p>More short clip videos seem to be in order, but that won't be enough. Attendees felt a need for new KPIs for dealing with a unique generation.</p> <p><strong>Metrics</strong></p> <p>In the age of big data, few could say enough about the opportunities arising from arming marketing and sales with the latest technology to assist them in co-operating.</p> <p>KPIs need to be better, though. When marketing believes they're good, it's often not believed by other teams, and therefore not actionable. This led one participant from a special disease company to remark that, for him, the most important KPI remains sales.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you to everyone who joined us for our roundtable at <a href="https://twitter.com/hashtag/ePharma?src=hash">#ePharma</a>! See you at our panel, up next. <a href="https://t.co/rb8igQmTGe">pic.twitter.com/rb8igQmTGe</a></p> — Econsultancy (@Econsultancy) <a href="https://twitter.com/Econsultancy/status/839476253753245696">March 8, 2017</a> </blockquote> <p>The call for more A/B testing and disciplined, monthly reports to brands offering actionable insights was popular. This would go a long way to refining troublesome KPIs.</p> <p>As for technology on the A/B front, some around the table extolled the use of <a href="https://blogs.adobe.com/digitalmarketing/personalization/not-personalizing-now-theres-no-excuse/">Adobe's Target Software</a>.</p> <p><strong>Summary</strong></p> <p>The story of customer experience success in pharma today is attentiveness. Whether it's getting your organization attuned to the value of promoting brand loyalty within specialized social media groups or inviting your most vocal customers to chatter groups, being involved at the grassroots level is the name of the game.</p> <p>And as millennials take over as the largest generation in the workforce, it's more important now than ever before to develop new KPIs and dispense with old, ineffectual methods of marketing.</p> <p>Have any thoughts? Comments? Let us know where you think pharma's biggest problems are below.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/67881-seven-big-challenges-facing-healthcare-marketers/"><em>Seven big challenges facing healthcare marketers</em></a></li> <li><a href="https://econsultancy.com/blog/68878-10-examples-of-the-internet-of-things-in-healthcare/"><em>10 examples of the Internet of Things in healthcare</em></a></li> <li><a href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/"><em>Healthcare and Pharmaceuticals Internet Statistics Compendium</em></a></li> </ul> tag:www.econsultancy.com,2008:ConferenceEvent/862 2017-03-15T17:12:04+00:00 2017-03-15T17:12:04+00:00 Digital Therapy Live <p><strong>Digital Therapy Live</strong> is our brand new event dedicated to providing a cure for your digital angst. It’s part of our <strong>Digital Therapy</strong> programme for 2017, a mixture of events and webcasts running throughout the year.</p> <p><strong>Digital Therapy Live</strong> will explore topics of concern in the digital space, give you the opportunity to offload and help you seek advice on the best path forward.</p> <p>It’s designed to be a comfortable and confidential setting, so what’s said at <strong>Digital Therapy Live</strong>, stays at <strong>Digital Therapy Live</strong>. This is your chance to rant, jettison, question, dispute, explore and probe in a private forum surrounded by your peers and our experts.</p> <p>This event is exclusive to 120 Econsultancy subscribers who are also senior client-side marketers.</p> <h4><strong>Roundtable topics</strong></h4> <p>At <strong>Digital Therapy Live</strong> you’ll have the opportunity to participate in two roundtable discussions, each focusing on different digital pain points. Upon being allocated a space, you’ll have the chance to choose which discussion tables you would like to take part in the most. Topics on the day will delve into areas including:</p> <ul> <li>Not getting the most out of your data</li> <li>Too much focus on customer acquisition rather than retention </li> <li>Being unable to attract and/or retain digital talent </li> <li>Delivering 'multichannel' marketing</li> <li>Keeping up with marketing technology</li> <li>Mobile progress</li> <li>Personalisation</li> <li>Testing and optimisation</li> <li>Agile adoption</li> <li>Organisational design for digital</li> </ul> <p>We’ll also be dosing you with some knock-out keynote sessions, easing your anxiety and eliminating your digital woes. Details to be announced soon!</p> tag:www.econsultancy.com,2008:Report/4439 2017-03-15T10:10:00+00:00 2017-03-15T10:10:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends in Retail <p>The <strong>2017 Digital Trends in Retail</strong> report explores the effects of digital disruption in the sector, providing guidance to organisations that want to stay ahead of the curve.</p> <p>It highlights the key digital trends, challenges and opportunities which retailers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The research, conducted by Econsultancy in partnershop <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of almost 500 retail respondents who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Digital maturity in retail: marketing and beyond</li> <li>Increased availability of data fuels personalisation</li> <li>Focus on mobile continues to bear fruit</li> <li>2020 vision – a technology-driven future with a human touch</li> <li>Actionable tips to help future-proof your retail business</li> </ul> <h3>Findings include:</h3> <ul> <li>Asked about the extent to which digital permeates their marketing activities, 13% of retailers taking part in the survey describe themselves as 'digital-first' (slightly higher than the 10% average across other sectors).</li> <li>More than half (54%) of retailers say that the customer experience is their most important area of strategic focus, way ahead of cross-channel marketing (16%), data-driven marketing (14%), mobile (11%) and programmatic buying / optimisation (4%).</li> <li>Mobile marketing is the area where retail companies are most likely to be increasing investment in the year ahead. Almost two-thirds (62%) of retail respondents say this part of the budget is going up in 2017.</li> <li>Mobile optimisation is a top-three digital tactical priority for 23% of retailers, versus only 14% for non-retail respondents.</li> <li>Out of a range of technologies including artificial intelligence, voice interfaces, the Internet of Things and evolving payment mechanisms such as mobile wallets, 'engaging audiences through virtual or augmented reality' is seen as the single most exciting prospect for 2020.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68883 2017-03-13T13:40:00+00:00 2017-03-13T13:40:00+00:00 How are brands structuring marketing teams in the face of a changing media landscape? Nikki Gilliland <p>The panel included Hugh Pile from L’Oreal, Jeremy Ellis from TUI, Paul Davies from Microsoft and David Indo from ID Comms. Here are just a few key points from what they said.</p> <h3>Understanding what consumers want</h3> <p>What does it mean to say transformation is the heart of marketing? Jeremy Ellis, the MD of travel brand TUI, emphasised that this means a company truly understands what its consumer wants. </p> <p>In other words, by bringing the target consumer into the room (so to speak) and building strategy based around their needs and desires – that’s when a marketing team is able to drive transformation as opposed to merely react to it.</p> <p>For TUI, a package holiday company that now competes against the likes of Google and other digital brands, a collaborative internal structure is critical for driving business performance.</p> <h3>Considering competition from new areas</h3> <p>When it comes to competition, L’Oréal’s Hugh Pile suggests that its biggest rivals are not necessarily multi-billion pound businesses – but those emerging from entirely new areas. </p> <p>Social influencers, for example, have been a massive disruption to the beauty industry, leading brands like L’Oreal to ask themselves – 'what changes are we making internally in order to compete? More specifically - what skills do we need from our marketing teams in order to do so?'</p> <p>While many adjectives were used, the two that seemed to crop up the most were ‘curious’ and ‘agile’, with the panel in agreement that the latter should be a trait of every modern marketer. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A key skill we look for in marketers is agility: smart, analytical, creative - L'Oreal W Europe CMO <a href="https://twitter.com/hughpile">@hughpile</a> <a href="https://twitter.com/hashtag/ISBAconf?src=hash">#ISBAconf</a> <a href="https://t.co/QcXCZ8pNsP">pic.twitter.com/QcXCZ8pNsP</a></p> — David Black (@davidblack) <a href="https://twitter.com/davidblack/status/839486289195986944">March 8, 2017</a> </blockquote> <h3>Establishing a balance of skills</h3> <p>The subject of agility was picked up by Paul Davies, the Marketing Director of Microsoft, who mentioned how this skill is most commonly present in millennials. </p> <p>As a brand that, in his own words, is ‘constantly playing catch-up with our audience and to follow where they are going, what they are watching, and what platforms they are on’ – agility is not just an effective skill but a necessary one.</p> <p>That being said, Paul also highlighted the importance of getting the balance right between left brain and right brain skills – i.e. logic and science compared to creativity and ideation. Ultimately, a marketing team that is based on fusion of the two is the goal.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"When talking about the left &amp; right side of the brain, efficiency v creativity, focusing on the left, it's a race to the bottom." <a href="https://twitter.com/hashtag/isbaconf?src=hash">#isbaconf</a> <a href="https://t.co/VoH0SnuLyf">pic.twitter.com/VoH0SnuLyf</a></p> — M&amp;C Saatchi London (@MCSaatchiLondon) <a href="https://twitter.com/MCSaatchiLondon/status/839501976773746688">March 8, 2017</a> </blockquote> <h3>Recognising the importance of failure</h3> <p>During the discussion, Paul Davies was asked what has made Microsoft sexy again. While this was a rather crude way to describe the brand’s resurgence (and rivalry with Apple) – it brought up the subject of innovation through failure.</p> <p>Highlighting the phrase ‘done is better than perfect’, Paul suggested that giving marketing teams the permission to test and learn continuously is what drives true innovation. </p> <p>On the flip side, L’Oréal’s Hugh Pile suggests that innovation as an intrinsic part of strategy is what drives change. For example, he cited the brand's acceleration from a product-led company to a digitally-led one as a natural progression – facilitated by the constant innovation of internal teams. Simply put: if the culture is right, you can move your businesses in any way you want.</p> <p><strong>Further reading:</strong></p> <ul> <li><a href="https://econsultancy.com/reports/digital-marketing-organisational-structures-and-resourcing-best-practice-guide/"><em>Digital Marketing: Organisational Structures and Resourcing Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/blog/66223-with-a-blank-sheet-what-organisational-structure-would-you-choose-for-marketing-and-digital/"><em>With a blank sheet, what organisational structure would you choose for marketing and digital?</em></a></li> </ul>