- Advanced Application Solutions to Mobile Marketing in Vietnam. - Mobile marketing is a trend of strong and highly applied development in strategic marketing activities of enterprises in Vietnam and worldwide. - This paper presents the theoretical background of mobile marketing and analyzes the potential and current status of mobile marketing in Vietnam in the period of . - The analysis shows that Vietnam is a country with many potential opportunities for extensive mobile marketing applications.However, the application of mobile marketing has not matched the potential and there have been some certain limitations because ofusing simple tools, not having promoted effective tools of mobile marketingand therudimentary expression. - Based on that, the article offers some recommendations to promote mobile marketing in Vietnam in the coming time.. - In recent years, the growth of the telecommunications market as well as the increasing penetration of mobile phones worldwide, especially the smartphones, has opened up opportunities for marketing on mobile phones.. - Along with that growth, the emergence of Mobile Marketing is an indispensable trend and is gradually becoming an indispensable component in the communications industry in general. - Mobile marketing is not only a new media channel but also a powerful communication tool with high accessibility.. - Therefore, mobile marketing in Vietnam is a potential market for businesses to exploit in the world of Digital marketing to bring information about brands, products and services to customers with the highest efficiency. - In Vietnam in recent years, mobile marketing has been popular and has promised a strong development of the benefits that this service brings. - However, the reality of mobile marketing in Vietnam is just a tool to transmit simple advertising messages, download tools, and download music or some other value-added services on the SMS network but has not yet taken advantagesofall the basic differences and exploit the full. - Therefore, the study of the potential and reality of mobile marketing in Vietnam in the context of the 4.0 industrial revolution to make recommendations for promoting the application of this activity is truly necessary and practical meaning. - Based on the above reasons, the authors undertake this study with three specific objectives: (i) Overview of the theoretical background of mobile marketing. - (ii) Analyzing the potential and current status of mobile marketing in Vietnam. - (iii) Proposing some recommendations to accelerate the application of mobile marketing in Vietnam in the coming time.. - Theoretical background on mobile marketing 2.1.1. - The concept of mobile marketing. - Mobile marketing is no longer a new concept in the world economy. - Accordingly, many researchers have come up with the concept of mobile marketing. - There are two perspectives on mobile marketing in the world today: The first is that mobile marketing is marketing activities that involve mobile communication channels or moving activities such as electronic board. - The second opinion is that mobile marketing includes marketing activities through mobile phones. - Lyall (2003), mobile marketing includes the ways in which target customers interact with their mobile marketing campaigns.. - (2005) argue that mobile marketing involves the use of wireless devices to provide consumers, at appropriate locations and times, with personal information promoting services and ideas. - (2005), mobile marketing is the use of mobile phones as a channel for the transmission of commercial content to consumers. - The characteristic noted here is that mobile marketing refers to the use of mobile channels to transmit personalized information to consumers.. - (2006) argue that mobile marketing is used to convey the message by means of mobile devices that affect the attitudes, intentions, and behaviors of the target audience. - (2005) note that mobile marketing includes the use of interactive wireless media such as mobile phones to deliver personalized advertising messages to consumers, with the main purpose of promoting their goods and services.. - However, the use of mobile phones to communicate to consumers is not limited to mobile marketing and mobile advertising. - Accordingly, Leppäniemi (2008) has identified mobile marketing as the use of mobile channels as a marketing medium. - Through this, mobile marketing allows the transmission of both commercial and social information.. - The Mobile Marketing Association (2008) defines mobile marketing as a set of activities that enable organizations to communicate and interact with the public through any mobile device or network.. - As such, mobile marketing can be understood as marketing the use of mobile phones as a tool for connecting businesses and customers.. - Tools of mobile marketing. - (1) Text messaging - SMS: A form of mobile marketing through text messages. - (i) System approach: With this approach, mobile marketing is approached as a part of digital marketing, in which digital marketing is the use of the Internet and mobile devices as a means for marketing activities and media.. - (ii) Data collection and processing: To collect data related to the potential and current status of mobile marketing applications in Vietnam, the study uses a desk research methodology to collect data needed to serve for research purposes. - Potential of mobile marketing application in Vietnam - Population size:. - In the period of the population of Vietnam is continuously increasing at a high rate. - This population structure will be easier to apply technology in all aspects of life because young people will be potential customers of mobile marketing. - this will help businesses to reach customers in a variety of ways, rich in mobile marketing applications.. - Number of mobile subscribers are using:. - Unit: Thousand of subscribers Targets Year 2005 Year 2010 Year 2015 Year 2016 Year 2017 Number of telephone subscribers Number of mobile subscribers . - In particular, the number of mobile subscribers is very high. - However, the number of mobile subscribers in 2017 is down in comparison with 2016 according to the General Statistics Office, which is due to the network operators to collect the trash sim in accordance with the Ministry of Information and Communications. - The increase in the number of mobile phone subscribers, especially smart phones, is a favorable condition for enterprises to deploy various mobile marketing campaigns (Figure 2).. - (Source: nielsen.com) Number of mobile internet users:. - Consumer attitudes to mobile marketing:. - Thus, Vietnamese consumers also have interest and preferences for mobile marketing. - Although the rate is not really high, this is also the premise to be able to apply mobile marketing. - At the same time, this requires businesses to have solutions to impact consumers to change the attitude of consumers to mobile marketing in a more positive direction.. - In fact, in Vietnam, mobile marketing is being regulated and regulated through three main legal documents, namely the Law on Consumer Protection in 2010, the Ordinance on Advertising in 2001 and the Law on Advertising. - 77/2012 / ND-CP amending and supplementing a number of articles of the Government's Decree No. - 90/2008 / ND-CP of August 13, 2008, on anti-spam) has established a comprehensive legal framework for mobile marketing. - In particular, the Decree 90/2008 / ND-CP is the most practical, closest to the management of Mobile Marketing in Vietnam (Prime Minister, 2008). - In addition, the ministries, departments, and networks also have more detailed regulations, regulating activities of mobile service. - The development of information technology infrastructure along with the increasing number of smartphone users will allow users to use functions such as MMS, WAP, 2D barcodes…However, due to the status of spam is still popular so many consumers still have not responded positively to mobile marketing.. - Current situation of mobile marketing application in Vietnam. - Mobile marketing was launched in the US in 2004, and in 2006, new mobile marketing was known and applied by most Vietnamese businesses to send information about products and services through SMS to customers especially are the network service providers and they usually send information to the subscribers within their network. - Since launching in Vietnam, many mobile marketing campaigns have been successfully implemented.. - Firstly, the campaigns of the banks like Vietcombank, Agribank, ACB, Techcombank etc applied mobile marketing to send information about deposit interest rate, installment loan service etc or account balance alert and mobile banking. - The message comes with free messages sent from the websites of mobile operators such as Viettel, Mobifone, Vinaphone etc.. - Since 2008 so far, mobile marketing applications are not onlyused to send advertising messages but also are used in a wide range of business activities, such as providing information on Products, new services of the company, promotionsetc according to the request of customers,organizing TV shows through entertainment programs, TV specials with 19001750 phone numbers and beautiful photo shoots on your Nokia phone "Nokia - moments live "with nearly 30,000 people voted through mobile.. - All of these campaigns were highly effective by combining the effects of mobile communications with other media such as newspapers, television, leaflets.At the same time, also marked the positive contribution of mobile marketing in the business activities of enterprises.. - Since launching in Vietnam, there have been many mobile marketing campaigns implemented and have brought remarkable results. - To date, mobile marketing has been applied to almost all areas of life. - Contributing to this success is the contribution of mobile marketing companies. - Currently, in Viet Nam more than 200 companies providing mobile marketing services are prestigious such as VietGuys Joint Stock Company, Gapit Media Joint Stock Company, Vietnam Multimedia Corporation(VTC), software and media company(VASC), VHT Telecommunication JSC, Centech Media JSC, FPT Promo JSC, FPT Corporation, Goldsun Vietnam JSCetc.. - Although the application of mobile marketing in Vietnam has had positive results, however, many Vietnamese consumers still have not responded actively to mobile marketing. - And sending unrelated information, even cheating consumers, has created dissatisfaction and consumer self-defense when mobile marketing chapters are deployed. - A general assessment of the status of mobile marketing in Vietnam 3.3.1. - As a potential market for mobile marketing with a growing number of mobile subscribers and the number of carriers offering telecom services that meet the needs of mobile customers, Mobile marketing in Vietnam has made remarkable signs of progressand results, in particular:. - Firstly, mobile marketing has been applied and deployed in various fields such as mobile telecommunications, finance - banking, insurance, consumption, entertainment etc.. - Secondly, mobile marketing is applied in many forms, for example with SMS, there are forms of messaging, message voting, message winning, payment of electricity, water etc. - Thirdly, have successfully implemented a number of large-scale campaigns that have, in turn, made a positive impact, created positive effects and credited marketers with the effectiveness of mobile marketing.. - Strengthen and expand mobile marketing application in Vietnam.. - Despite the good results, the application of mobile marketing in Vietnam has not been as deep and unmatched as potential. - First of all, mobile marketing is well known and applied in Vietnam since 2006, the experience of deploying mobile marketing in Vietnam is not much so companies are hesitant in using this tool to interact with customers.. - Secondly, not many tools of mobile marketing, focusing on simple tools like SMS, WAP, not take advantage of the tools. - In addition, the form of mobile marketing of Vietnamese companies is rude and easy to lose sympathy with customers.. - In the context of the 4.0 technology revolution, with the explosion of mobile technology, mobile marketing has become a boon in brand marketing and customer service. - It can be said that mobile marketing is part of e-marketing, and mobile marketing is available thanks to the e- marketing activities that businesses are doing as well as business customers are sharing. - In order to make good use of mobile marketing, businesses need to pay attention to the differences and types of mobile marketing. - In the coming time, to accelerate the application of mobile marketing and develop into an effective field requires the participation of many parties, specifically as follows:. - To diversify services, to step up the development of mobile telecommunication networks, to reach the 4G mobile information system.. - Secondly, the development of supportive environment and policies for the development of mobile marketing, such as the promulgation of the advertising law, the simplification of the procedures for advertising and communication permits to create favorable conditions for businesses to promote the image of the product and the business. - First, businesses must constantly learn and update their knowledge of mobile marketing. - Secondly, there must be a specific direction and plan, selecting a reputable, relevant and experienced content service provider (CP) in the field of mobile marketing to assess customer feedback. - By tracking the download, application activation, from which to evaluate the effectiveness of the mobile marketing program.. - (iii) For mobile marketing service providers:. - Firstly, investment in facilities and technology for the company can provide the best mobile marketing services for businesses need. - As the service evolves, many customers are willing to use information retrieval services if they are sponsored, so if used properly, putting the information on the mobile will increase the ability to recognize the brand of the business, thus building trust for the units that provide mobile marketing.. - Therefore, to promote the application and development of mobile marketing, it is important to change the perception of people - customers on mobile marketing. - In addition to businesses need to promote, introduce mobile marketing and guide customers to use the services of mobile marketing, the customer must also find out and see again to see the role of mobile marketing.. - (2005),“Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study”, Journal of Electronic Commerce &. - (2005), “Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents”, Proceedings of the 38th Hawaii International Conference on System Sciences.. - (2006), “A Review of Mobile Marketing”, International Journal of Mobile Marketing . - (2008), Mobile Marketing Communications in Consumer markets, Academic dissertation, Olulu University.. - (2003), Mobile marketing: A Pimer Report, FirstPartner.. - (2005), “Diffusion and success factors of mobile marketing”, Electronic Commerce Research and Applications . - [15] Vo Thi Ngoc Trinh Mobile marketing - The world at your fingertips", Marketing Essay, University of Economics - Law, HCMC
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