Franchise Update Magazine Issue II, 2016 | Page 65
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William Edwards, CEO of EGS LLC, has 40
years of international business experience.
He has lived in 7 countries, worked on projects in more than 60, and has advised more
than 50 U.S. companies on international development. Contact him at 949-375-1896,
[email protected], or read his blog
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Conclusion
Even as consumer marketing through
mobile marketing is the growing trend in
rapidly developing countries, traditional
marketing avenues such as PR and print
ads still have a place in many countries.
The key is knowing what works best for
each. n
Franchisee
MULTI
spite the move away from printed media,
if you go into any newsagent (newsstand),
the shelves are filled with glossy magazines that cater to every imaginable interest, from personal health to knitting.
There is a seemingly inexorable move
to promotions designed specifically for
mobile devices and the growing role of
bloggers who can influence buyer behavior. We see the growing use of video and
image-based content and more effective
use of data to allow relevant targeting
of specific consumer categories. Finally
there is the growth of reactive marketing
where pizza companies will send special
offers to people who are in the vicinity of
one of their (or even their competitors’)
outlets. —Iain Martin, Managing Director,
The International Franchising Centre, U.K.
• Vietnam. More than half of the 91
million people in Vietnam are on the Internet, with more than 136 million mobile connections. The Vietnamese make
extensive use of Facebook, LinkedIn, and
Google+ with more than 30 million subscribers. Vietnam’s communist government,
which once blocked Facebook, now has its
own page to reach young Internet-savvy
users who turn to it for news. Retailers
must be especially competent in shaping consumer marketing initiatives that
evolve around the mobile devices and the
social media platforms that Vietnamese
consumers continually depend on as their
main platform for information, news, ecommerce, entertainment, and even in
areas such as food delivery services. —
Sean Ngo, CEO, VF Franchise Consulting,
Ho Chi Minh City
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