digital marketing final report wetv digital marketing proposal 2022

Video OTT market Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development i

1 VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

DIGITAL MARKETING FINAL REPORT

WETV DIGITAL MARKETING PROPOSAL 2022

UNDER THE SUPERVISION OF: Văn Đức Sơn Hà CLASS: 03

GROUP: 01 STUDENTS:

1 Trần Minh Thư 719H0915 2 Trương Nguyễn Hiền Thơ 719H0911 3 Nguyễn Thị Tuyết Nhung 719H0096 4 Lê Phạm Thanh Huyền 719H0044 5 Lý Ngọc Minh Trân 719H0919 6 Ngô Nguyễn Xuân Mai 719H0064 7 Vũ Nam Phương 719H0897 8 Vũ Nguyễn Bình Giang 719H0027

HO CHI MINH CITY, NOVEMBER 2021

2 GROUP PERFORMANCE

No Student name Student ID Task Completion rate Contribution rate

Trần Minh

Thư 719H0915

SWOT analysis, propose idea and complete digital marketing plan, POE

media, executive summary

100% 12.5%

Trương Nguyễn

Hiền Thơ

Propose idea and complete digital marketing, POE media,

budget research

100% 12.5%

Nguyễn Thị Tuyết Nhung

Business information, propose

idea and complete digital marketing plan,

POE media

100% 12.5%

Lê Phạm Thanh

Huyền 719H0044

Objectives analysis, design poster,

100% 12.5%

Lý Ngọc Minh

Trân 719H0919

Competition analysis, POE media,

presentation 100% 12.5%

Ngô Nguyễn

Xuân Mai

719H0064 Target customers POE media, presentation 100% 12.5%

Bình Giang

719H0027 Objectives analysis, design poster,

powerpoint 100% 12.5%

4

COMMENT

5 TABLE OF CONTENTS

CHAPTER 1: EXECUTIVE SUMMARY 1

1.1 Business background 1

1.2 Video OTT market 1

1.3 Digital marketing plan 2022 1

CHAPTER 2: MARKET OVERVIEW 3

CHAPTER 3: SITUATION ANALYSIS 4

WeTV initially broadcasted original Chinese programming that was dubbed into Thai Then, to suit the entertainment needs of audiences in many nations, it was created and upgraded with many more languages such as Vietnamese and Indonesian 1.2 Video OTT market

Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily This report outlines the consumer’s behavior and habits about video streaming services.

Smartphones (76%) & smart TV (73%) are used the most when watching video streaming The majority of consumers watch videos at their homes (97%) with their partner (husband/wife) 45% Consumers prefer watching video streaming on topics related to "TV series/Feature film" (60%), "Music" (50%) & "Entertainment program/ Gameshow/ Reality show" (48%)

Due to COVID 19, the number of users watching video OTT has increased extremely, because cinema is not opening, which is why people download video streaming applications Furthermore, people must stay at home, get lots of leisure time so watching films is one of the daily routines

1.3 Digital marketing plan 2022

Before planning, summarize the video OTT market to get important information about numerous users and how much they spend time Then analyze competitors, understand completely their strengths and weaknesses to improve our service and avoid their mistakes Next, analyzing SWOT, recognize what weTV has strengths and weaknesses and what chance or risk of the environment to guide WETV the right way to achieve higher goals

2

Positioning target customers to choose suit channels to reach them effectively Move to objectives, analyze depending on SMART metrics, set customer journey, and last but not least KPI settings

WeTV chose 6 digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO The reason why they chose these is they are appreciated for WeTV's objectives in 2022 and popularity to approach audiences in Viet Nam For each channel, we set different KPIs A sum plan for the whole year, then each month demonstrates specific tasks and goals.

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CHAPTER 2: MARKET OVERVIEW

According to the Viet Nam Digital 2021 report conducted by We Are Social and Hootsuite, Vietnam is a country with a large population, with an urban population of 36%, including 68.17 million Internet users and 65 million active users on social media In addition, the percentage of residents with mobile phone connections is up to 150%, corresponding to 145.8 million phones used This is a potential market for tycoons in the online entertainment industry, especially online movies, expanding the market WeTV is one of them

Currently, the streaming tv service is increasingly popular in Vietnam with a variety of providers such as FPT Play, Netflix and VieOn, 42% of users spend an average of 2 hours a day watching movies online according to Q&Me's report, February 2020 Statistics also show that the percentage of consumers who prefer to watch topics about feature films, music and other shows is 60, 50 and 48%, respectively In the field of feature films, Korean and Chinese films have been dominating compared to other countries' films Although this is the advantage of WeTV, the statistics show that WeTV only accounts for no more than 10% of the market share when measuring the user aspects, discussions on social media, Compared to its rival iQiyi, WeTV is currently somewhat inferior despite its very strong potential In Vietnam, WeTV currently has only nearly 411,000 and 20,000 downloads on the Play and App Store platforms However, WeTV's YouTube channel, which posts video clips related to the film, has a high interest of 2.58 million subscribers At the same time, WeTV's Facebook is currently having an unreasonable mark when it has more than 5.5 million followers but only nearly 800,000 likes

However, it can be said that raising market share in the Vietnam market of WeTV is extremely feasible if there is a good strategy and way to implement it.

As of March 2019, the site had over 900 million monthly active mobile users, and 89 million registered users WeTV is an entertainment application that is loved by many people, supporting use on both current popular mobile operating systems, iOS and Android WeTV provides a treasure trove of famous game show programs, attractive TV series, all exclusively provided with Vietnamese subtitles and the best picture and sound quality To watch movies and shows on WeTV, you must have this application pre-installed on your device

We TV service is considered to be the most attractive service among foreign OTT applications being provided to Vietnam Tencent currently holds the rights to hundreds of thousands of Chinese movies with millions of hours of movies

Therefore, We TV is providing tens of thousands of Chinese movies, series, TV series, game shows Just download the application, do not need to register for an account, you can watch a lot of movies, game shows for free, with a lot of new content updated daily

It can be said that Chinese films are very popular in Vietnam, and some domestic TV stations in recent years have also regularly bought Chinese films to broadcast on television We TV has the advantage of having a lot of content and appealing to Vietnamese tastes The remarkable thing is that all content has a Vietnamese subtitles version

We TV service price is the cheapest on the current OTT TV market WeTV users have a fee of 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year With this subscription, the fee for using the VIP We TV package for 1 year is only equivalent to using Netflix for 1 month

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3.2 SWOT 3.2.1 Strength

We TV's service price is the lowest on the current OTT TV market WeTV users pay 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year With this subscription, the fee for using the VIP We TV package for 1 year is only equivalent to using Netflix for 1 month

The WeTV application also provides users with classified content by category From there, viewers can easily select chapters program tailored to your needs and preferences In particular, WeTV's mechanism of recommending content suitable for viewers optimized by age, interests and search history That is one of the great steps forward compared to the Apps & platforms that are available not only in Vietnam but also in Southeast Asia (except for Netflix - The application that provides movie content to customers) from the US

The WeTV application provides a choice of movie quality for users to watch movies or entertainment programs in a smoother and more satisfying way It can be said that watching videos with HD + quality, Full HD 4K helps users have a better experience than ever In particular, in the near future, developer Tencent Video has taken steps to integrate WeTV into a basic application available on SmartTVs of Sony, Samsung, LG and other major electronics distribution brands in Southeast Asia in order to encroaching on operating systems not only Mobile but also Tablet, iPad and SmartTV

WeTV has completely handled the content delay issue Especially for TV series, WeTV Application is well taken care of and almost regularly updated daily or hourly to serve viewers What's more, the special feature of WeTV App is that users can watch short videos, interesting moments in daily life from idols and celebrities In addition, with your favorite movies and shows, you can save them to the watch list later or through suggestions from the search history easily

3.2.2 Weakness

The first of the factors that need to be improved is the strength of WeTV, with HD + video quality and more, WeTV makes many mid-range mobile devices become hot and drain the battery quickly This is also one of the things that makes most users lament

After all, currently WeTV still has some issues with distribution rights and is allowed to officially release in a number of Asian countries However, in those regions of the country, the market is very potential for Tencent Video Developer's quest to conquer the Asian market in the distant future

Payment coverage is limited for the Chinese apps WeTV Users can purchase VIP packages using Apple and Google payment channels To use Apple Pay, you must first put money into your wallet from an overseas credit card When it comes to Google, a variety of domestic e-wallets that are linked to Google's payment channel can be used to top up money Each Apple or Google ID is only used to keep a We TV VIP account active

3.2.3 Opportunity

Specifically, in the context of the entire country implementing social distancing to combat the COVID-19 epidemic, all of cinemas have been closed, there has been a sudden increase in the demand for enjoying information entertainment on people's OTT TV services

Chinese films are particularly popular in Vietnam, and some domestic TV stations have regularly purchased Chinese films to air on television in recent years That is a chance for WeTV because at this time, weTV is the best application which offers numerous Chinese entertainment relevance

3.2.4 Threats

WeTV isn't the only company in Vietnam that provides digital streaming services FPTPlay, K+, and VieOn – well-known domestic applications while global players, such

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Youtube page Update Christmas films

video 10

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Total budget:

Timeline:

keyword CPC

30.000 300.000

828.000.000 750.000.000

Facebook Ads Boost frequent impressions to spread out brand awareness

CPM 8.000.000 1.322.960.000

Youtube Ads Run video instream ads CPV 6.000.000 780.000.000

Instagram Ads Boost frequent impressions to spread out brand awareness

CPM 4.000.000 727.720.000

Tik tok ads In feed video ads of video about valentine campaign

CPC 60.000 84.000.000

Number of emails delivered

people 20 400.000.000

TVC Come up with script, cast talents, set up scene, filming and edit

500.000.000

Content+video - Extremely build content and boost up to news feed on social media every single day - Post video cut from hot movies or films - Post Image or pictures of impressive

62

characters from latest movies or films - Create poll on instagrams’ story - Tracking results for reachs, traffics and subscriptions

Quarter 2: Engagement

Google Ads On-going optimization keyword CPC

6000 150.000

345.000.000 375.000.000

Facebook Ads On-going optimization CPM 4.000.000 661.480.000

Youtube Ads On-going optimization CPV 3.000.000 390.000.000

Instagram Ads On-going optimization CPM 2.000.000 363.860.000

Tik Tok ads On-going optimization CPC 30.000 84.000.000

Display banner

Run display banner by GDN

CPC 30.000 60.000.000

63

Email Transactional email: Send notifications emails right away when customers interact with the website

Number of emails delivered

2.250.000 34.500.000

Website Improve user experience 13.500.000

Content+Video - Extremely build content and boost up to news feed on social media every single day

- Post video cut from hot movies or films - Post Image or pictures of impressive characters from latest movies or films - Create poll on instagrams’ story - Tracking results for reachs, traffics and subscriptions

Promotion - Puzzles mini game on Facebook: Guess the name of the hot film through posters

people 1000 58.500.000

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- Free for one month for 1,000 first-winners and a voucher discount of 50% for the second month if they continue to use services

Quarter 3: Convert to sale

Google Ads Preparation (poster and video to run ads )

Run ads to boost the appearance of Wetv

keyword CPC

6000 150.000

345.000.000 375.000.000

Facebook Ads Run ads about the promotion of Q3

CPM 4.000.000 661.480.000

Youtube Ads Run ads about a mixed video of all hot movies displayed on Wetv

CPV 3.000.000 390.000.000

Instagram Ads Run Facebook ads to boost the appearance of

CPM 2.000.000 363.860.000

CPC 30.000 84.000.000

Display banner

Design banner Run display banner by Google GND

CPC 30.000 60.000.000

Email Transactional email: Send notifications emails right away when customers interact with the website

Number of emails delivered

2.250.000 34.500.000

Website Improve user experience 13.500.000

Content+Video - Post videos cut from hot movies or films - Post Images or pictures of impressive characters from the latest movies or films

Videos Picture

Story

300 600

300

66

- Create videos on Instagram’s story - Tracking results for reaches, traffic, and subscriptions

Promotion Selling “code” discount decrease 10.000VND on Flash sale Shopee

Code 100.000 1.000.000.000

Quarter 4: Boost sale volume

Google Ads Preparation (poster and video to run ads )

Run ads to boost the appearance of Wetv

keyword CPC

6000 150.000

345.000.000 375.000.000

Facebook Ads Run ads about the promotion of Q4

CPM 4.000.000 661.480.000

Youtube Ads Run ads about a mixed video of all

CPV 3.000.000 390.000.000

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hot movies displayed on Wetv

Instagram Ads Run Facebook ads to boost the appearance of Wetv on the newsfeed of audiences

CPM 2.000.000 363.860.000

Tik Tok ads In feed video ads of a mixed video of all hot movies displayed on WeTV

CPC 30.000 84.000.000

Display banner Design banner Run display banner by Google GND

CPC 40.000 80.000.000

Email Transactional email: Send notifications emails right away when customers interact with the website

Number of emails delivered

2.250.000 34.500.000

Website Improve user experience

13.500.000