VietNamNet Bridge - Real estate and cigarette distribution are business fields which seem to have no relation with e-commerce. However, digital marketing is now being seriously considered. 

“We are a real estate firm. How can we identify customers’ taste tendency?” “We are distributing medicine for Swiss DKSH Group. How should we do to use digital marketing more effectively?” were some of the questions raised at a workshop on marketing solutions in the digital era held recently in HCM City.

Nguyen Hai Trieu, CEO of YouNet Media, said specific business fields such as pharmacy also can use social networks for crisis management, while marketing officers in the field can find out what diseases people are interested in.

If they find that people are interested in arthritis, for example, pharmacy firms can make functional food products to improve cartilage.

Besides, they can take full advantage of social networks, introduce new services of clinics and create forums, which allow them to realize the problems of public concern.

Specific business fields also can use social networks for crisis management, while marketing officers in the field can find out what diseases people are interested in.

As for the real estate sector, Trieu said, with digital technology, it is now possible to learn about market segments which can catch high attention from the public. The comments on websites will show in what areas real estate transactions are made and which projects people are interested in.

Meanwhile, in other trade fields such as electronics and household appliances, online and offline sales have become nearly the same with no clear distinction as seen in the past.

Do Hai, deputy director of EQVN, said Google has recently put forward a new term about the sale art – the zero moment of truth, or ZMOT. 

“Nowadays, customers make ‘buy’ decision at their homes. They check information about the goods they need on internet and make decisions. After that, they come to shops, make transactions and leave,” Hai explained.

Hai said that in order to boost sales, businesses need to ‘conquer customers’ hearts’ with what they show on their websites. 

The shops with glistening decoration, colorful ads and beautiful workers will not attract customers if there are bad comments about their products on the internet.

A customer may say “I intended to buy a smartphone after reading ads on newspapers. However, when I learned about the product, I saw a lot of negative comments about it and I decided to give up”.

“This shows ZMOT plays a very important role in marketing in the context of information explosion,” he said. “Marketers have to by all means create good images about brands and products right at the ‘zero moment.’”


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