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Digital | Decision Lab

Measurement and Digital Marketing Maturity this Tết

By  Jon Aspin    

Tet-2019

Notwithstanding some impressive metrics around cost-saving and revenue increases, mastering today’s suite of digital marketing tools is still about improving your ability to deliver the right message to the right person at the right time — and then repeating that at scale.

In Vietnam, because no retail period scales like the fast-approaching Tết holiday, the below list of resources should serve as a timely reminder of the importance of measuring your digital marketing effort, especially during the busiest time of the year, and levelling-up when it comes to your ‘digital marketing maturity.’

Far more than just another set of buzzwords, each of these articles spells out the benefits of deploying best-practice digital, knowing who you’re talking to in the first place, and making measurement a priority that will ultimately make you money.

Bain & Company: 'The Measurement Advantage'

Research conducted earlier this year by global management consultancy Bain & Company suggested that those who put measurement at the center of their growth strategy are four times more likely to exceed their business objectives, grow revenue and improve their market share. An eye-opening insight into the benefits of understanding where your digital spend is going.

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Boston Consulting Group: 'The dividend of Marketing Maturity'

Based on research commissioned by Google, here the Boston Consulting Group evangelizes the importance of moving toward what it calls ‘multi-moment maturity’, a stage of ‘optimized multi-channel execution’ and offers six important enablers from both the technical and organizational standpoint. A thorough breakdown of the path toward digital marketing that makes a difference.

Figure 2

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Google: ‘Winning Tết in Vietnam: 3 lessons marketers can learn from award-winning campaigns’

Outside of the longer games of establishing a strong digital culture and putting measurement at the center of growth, it’s still important to know what works and doesn’t work for Vietnamese consumers during Tết. Here, Country Marketing Manager for Google - Ninh Do, provides a checklist of do’s and don’ts, with some interesting statistics around video, and one of its most popular platforms.

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Get started measuring

They say that growing up is never easy—and when it comes to digital marketing, they are right. But Tết offers the perfect occasion to make headway and levelling-up on your 'Digital Marketing Maturity.'

Reach out to decision@decisionlab.co or your account manager at Decision Lab to learn how AudienceReport and Effect Lab can help you to win Tết this year.

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