Ok, you may have already known that I’m investing most of my time writing a thesis for my university graduation. It’s about applying the new rules of marketing in tourism in Vietnam. So far, “The new rules of Marketing and PR” and “The Long Tail” have been my main sources of references. Interestingly, the authors of these two books either published their drafts or progress on the blog and that was how the books came to life. I guess I should follow their examples and publish them here on Fresco20 too.
Since the writing is in Vietnamese, it complicates things a bit. I will publish a Google Docs version which contains the entire Vietnamese writing here:
Those who can read Vietnamese please just go straight to the above link. And DON’T forget to come back here with your comments!
For English speakers, I will take the extra miles of “reporting the progress” as detailed as I can. Here we go:
Paul Graham, one of 25 most influential people on the Web [BusinessWeek] & co-founder of YCombinator concluded in his article “Why TV lost that Facebook has eclipsed TV because social applications have given people an unlimited ability to connect with each other.
20 years ago. TV ruled. TVC and other forms of traditional ads prevailed. Today, More people are tuning out commercials and the ever increasing marketing messages that flood their attention everyday. According to Integrated Media Measurement, 50% US viewers want to watch shows online while Delloite reported that 6 out of 10 people preferred an easier solution to integrating TV into the Web (Youtube).
“Wave 3.0″ report by Universal McCain shows that in 100%:
- 82.9% watch video clips online
- 72.8% Read blogs/weblogs
- 67.5% Read personal blogs/weblogs
- 63.2% Visit a photo sharing website
- 57.3% Manage a profile on an existing social network
- 52.2% Upload my photos to a photo sharing website
- 38.7% Start my own blog/weblog
- 54.8% Leave a comment on a blog
- 38.5% Upload a video clip to a video sharing website
Therefore, when marketing tourism to international markets, where Internet is changing lives radically, Vietnamese marketers should shift away from the old ways of doing things to the new rules of Marketing.
Is it persuasive enough?
The urgency of doing this thesis?
I opened with a really bleak situation of the global and local economy. There’s no need to repeat. Everyone knows.
Because of that, firms are cutting costs. According to “The impact of the current economic situation on PR & communications”, conducted by the South California University on 200 senior professionals in the US, half (51%) of responding organizations indicated their FY 2009 PR/communication budgets were smaller than what they actually spent in fiscal 2008, by an average of 19%.
“Nothing but net” investment guide 2009 by JPMorgan reports a 4.7% drop in global travel spending. Vietnam’s suffered a 10% decrease in number of international visitors. 60% of international flights coming to the country relies on long-haul flights, which increases a tourist’s budget by 20%.
However, according to Neilsen, by early 2008 there had been 845mil people who had shopped online, a 40% increase in the last 2 years, 27% of whom have booked travel tickets online. “Nothing but Net” adds that while global travel spending is declining, the percentage of online spending is speeding up, growing to 53% by 2011. Furthermore, while firms are cutting costs, digital marketing budgets are on the rise.
Therefore, it’s high time we should go with the new rules of marketing.
That’s basically the beginning of my thesis. I hope after taking a good look at it you can provide me with some feedback. Thanks!