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Digital Trends Q1 2023: Grasping the trend of “opening the way” for brand experience

Written by duy on . Posted in Creative, Our Thinking, Strategy, Technology.

Digital Trends Q1 2023 is a report researched and analyzed by the digital marketing experts at Novaon Digital. It not only helps businesses update the latest trends from the four major advertising platforms but also provides insights and marketing solutions that businesses can apply to their business strategies.

Although inflation is predicted to slow down in Q1 2023, businesses will face changing consumer demands and loyalty due to rising costs. This creates the foundation for new shopping behaviors to emerge. So, which consumer trends will have the greatest impact on brands? And how can business owners solve their marketing challenges in this new context?

First, let’s explore the new trends and discover expert directions to develop suitable marketing strategies that meet customer expectations and lay the groundwork for subsequent quarters.

Prominent Communication Trends

In Q1 2023, there are three new consumer behavior trends that brands need to know: Be Myself: Personalizing Needs, Lagom: Just Enough to Feel, and Intentional Spending: Purposeful Spending.

Media Trends

Regarding the trend “Be Myself: Personalizing Needs,” consumers are generally more focused on themselves in the post-pandemic era. Over the past two years, consumers have adopted a community-minded approach, prioritizing health and community safety. Most importantly, customers want to place themselves at the center.

Leading this trend are innovative communication concepts from major brands like Spotify. The case study of Spotify Wrapped, launched in 2016, is an interesting way for users to see their music listening data. Spotify continues to change the themes, colors, and data each year to create freshness and excitement for users. This year, Spotify also adjusted its formula to make Wrapped unique for each user.

Next is the trend “Lagom: Just Enough to Feel,” where consumers are increasingly affected by media stories and digital content. Additionally, inflation, economic crises, political instability, and climate change are causing fatigue and feelings of being overwhelmed. Therefore, consumers will strive to overcome crises and connect with what is most important.

The brand McDonald’s has effectively leveraged this trend through the case study: McDonald’s – Raise Your Arches. McDonald’s created a special signal inviting friends to dine at McDonald’s in a new campaign launched on January 13. The campaign was implemented to bring joyful moments, a sense of comfort, and enhance smiles around the world.

Referring to the trend “Intentional Spending: Purposeful Spending,” consumers are focusing on their true values and spending more intentionally. When facing a difficult economic context, consumers want to make smart financial choices without compromising their quality of life.

Major e-commerce platforms are fully capitalizing on this trend, exemplified by China’s Taobao Juhuasuan shopping site, which launched an online sale of food and household cleaning products nearing their expiration dates, with discounts of up to 70%. As a result, about 2.1 million consumers purchased near-expiry food through Taobao in the past year.

Case study nổi bật


New updates on advertising platforms

New updates on advertising platforms

Google, Meta, TikTok, and Zalo are experimenting with and launching a series of utilities and features that not only enhance user experience and increase audience reach but also allow advertisers to connect with third parties, thereby improving conversion rates into orders.

These platforms are focusing on strengthening features aimed at increasing the tight connection between their advertising platforms and websites, e-commerce platforms, sales apps, marketplaces, as well as designing a variety of lead forms and optimizing the user experience.

One of the highlights in Q1 2023 is the launch of Meta Verified. Meta Verified introduced a paid verification feature in Australia and New Zealand. This new subscription service will allow Facebook and Instagram users to pay for verification (also known as receiving a blue checkmark on their profiles). If this feature is widely implemented, it could open up significant opportunities for brands to enhance brand experience, protect against impersonators, and increase visibility in searches, reviews, and the Explore page.

Download the Digital Trends report for the first quarter of 2023 – the full version here.

The Digital Trends Report for Q1 2023 not only updates and forecasts the latest consumer trends but also provides solutions for reaching the right target audience, highlighting the opportunities and challenges that brands can leverage to enhance the customer experience.

As a comprehensive solution provider for brand experience (Brand Experience Solutions), Novaon Digital harnesses the power of strategy, technological solutions, and innovative creative thinking.

With a team of over 800 digital marketing experts and an advanced technology/data system, Novaon Digital has partnered with and achieved success for major clients across more than 20 industries, such as Peugeot, Huawei, Panasonic, Masterise Homes, and Vietnam Airlines in the Vietnamese market.

Learn more about Novaon Digital’s solutions:

[WEBINAR] “Growth Hack” Strategy for the Education Industry and Solutions to Improve Brand Position

Written by duy on . Posted in Creative, Our Thinking, Strategy.

The webinar “Growth Hacking in the Education Industry” 2023, an event dedicated to the education sector, took place on March 21. The event was attended by leading experts in Communication – Marketing, representatives and experts of Meta and Novaon Digital.

The webinar with the theme “Learn how to “hack” growth for the education industry” was organized by Meta with the exclusive companionship of Novaon Digital, where leaders, industry experts and marketing media agencies can participate to share and remove obstacles in the education market. direct exchange to accumulate more useful knowledge.

With the special presence of Novaon Digital, the Agency has made many impressive contributions to the communication and marketing industry. In 2022, Novaon Digital was honored to receive the Meta Agency of The Year award in the Business Messaging category. Novaon Digital’s exclusive participation in this webinar by Meta will bring education brands a comprehensive brand experience, especially in the context of digital technology.

Growth hacking to capture the market, “occupy” the position is a hotly discussed topic

Representatives of leaders and experts from Meta and Novaon Digital, including: Mr. Le Viet Hai Son – Vice President – CEO of Novaon Digital, Mr. Khang Huynh – Key Account Manager Vietnam, Ms. Mia Nguyen – Key Account Manager Vietnam, Ms. Tu-Van Tien – Client Solutions Manager Vietnam, Ms. Tran Le – Agency Partnent South-East Asia brought interesting discussion topics.

1. Markets and Opportunities

In this section, participants listened to in-depth research on the business field of the education industry, the impacts on the industry as well as behavioral trends and needs of target customers. Specifically, information about the research of target groups in the education sector is as follows:

K12 market: There are many segments of students and needs (Extra learning, exam preparation, supplementation).

Edtech Sector:

Diverse offerings cater to a variety of needs. Some key segments include:

  • Early Childhood Education
  • K12 System (Primary to High School)
  • Learning Management Systems
  • Language Learning
  • International Test Preparation

In the context of increasing Internet usage, Edtech continues to grow strongly and has plenty of room for further development.

University Pathways: According to surveys, the keyword “University” has been mentioned since early May, while “Study Abroad” peaked in July. A new niche industry is striving for more market share.

Understanding Behavior: Reaching parents and students with effective communication strategies.

Lastly, speaker Mr. Khang Huynh, Key Account Manager Vietnam, pointed out new directions and trends that education businesses can leverage to capture opportunities and effectively reach their target customers.

Illustration: GWI Report 2021-2022 on customer access to information.

2. Winning Top-of-Mind

In this section, speaker Ms. Mia Nguyen, Key Account Manager Vietnam, shared how education businesses can connect with customers to drive business results through Meta’s brand-building connection tools. This toolkit is built using AI-powered machine learning technology and includes:

  • Connected Distribution: Select the best ad formats for effective delivery. A key platform that education brands cannot overlook is Brand Marketing, which requires precise targeting, frequency, and duration. By optimizing for multiple objectives and running various marketing campaigns on Meta, brands can unlock numerous opportunities for engagement and increase touchpoints.
  • Connected Storytelling: Convince audiences with compelling videos and content. Meta is transitioning toward a video-centric social media ecosystem with highly interactive experiences.
  • Connected Data: Measure and strategize through metrics and experimentation. Brands need to adopt a long-term brand-building approach that will deliver immediate results. A notable point in this section was the speaker’s emphasis on frequent testing, sharing the statistic: “Running 15 experiments in a year can achieve 30% better ad performance.”

Illustration: Activate the brand to connect through the platform and increase the resonance effect.

3. Diversifying Lead Sources

In this segment, speaker Ms. Tu Van Tien, Client Solutions Manager Vietnam, provided insights and strategies for education businesses conducting marketing campaigns during the digital transformation era, including:

  • Reaching people on the platforms they use: Connect with potential customers through their preferred communication methods – forms, calls, or messages.
  • Finding high-quality leads at scale: Improve lead quality through integrated tools, optimization methods, and features.
  • Supporting customers at every stage: Nurture relationships with potential customers throughout their journey, from discovery to purchase.

The speaker shared specific metrics and methods for optimizing high-quality lead sources, helping education brands to maximize their marketing efforts.

Illustration: Future Meta lead generation.

4. Driving Efficiency & Scale

The presentation of the speaker Mr. Le Viet Hai Son – Vice President – CEO of Novaon Digital created a lively exchange with the content of sharing to promote efficiency and scale, balanced experiences between Branding and Performance for the education industry.

Instead of approaching the target customer group in the traditional way as before, education businesses need to understand 3 factors:

Apply technology to marketing activities to increase the speed of scale as quickly as possible, along with data management, minimizing advertising costs. The principle of technology application needs to be minimalist but must be methodical with two methods: CRM system integration and automation.

  • With Novaon Digital’s CRM system, businesses operate quickly and turn around in a timely manner even during the peak enrollment period.
  • With automation with NovaonX: The service industry requires a lot of advice, customers want to find out information quickly. Customers often find out information outside of business hours. So. It is essential for education businesses to automatically answer to optimize personnel and meet customer needs.

Applying content creation to media and advertising activities with the principle of promoting creative: User is creator.

  • User-generated content: Motivate content creators from taking advantage of young, genZ, and creative customers. In addition, parents with children in this age group are also very interested in information on Social Media and Word of mouth. Targets that can be exploited: students/parents, former students/former parents, teachers can all bring reliable and convincing information.
  • Creative Format helps promote UGC: Short video with Reels (Signature Dance), AR format (Pokemon Go), Trivia games (School Competition).

Applying a long-term marketing strategy for businesses with the principle of building brand experience is the ultimate goal, balancing branding & performance.

  • Set aside 5% of the budget: Medium- to long-term testing. This group of budgets was not immediately evaluated. Planning a number of medium- and long-term personnel target groups to help balance operational efficiency.
  • Mixed KPIs for two teams: Branding and Performance exchange to increase operational efficiency and achieve goals.
  • Customer interview survey: Tends to interview qualitative issues, so MKT can understand more deeply the customer’s insights to give specific targets and goals.

In the process of upgrading the customer experience, always looking for new solutions, applying more technology elements and creating content, to increase maximum efficiency and create a more positive experience for customers in the education industry has been consistently acted upon by Novaon Digital.

In the webinar “Growth Hacking in the Education Industry“, participants have gained more knowledge about brand experience, know more about the current situation of the education industry market as well as grasp future development trends.


The event organized by Meta with the exclusive companionship of Novaon Digital has brought a complete picture of Marketing in the education industry, contributing to building a comprehensive development environment for cooperation between businesses and agencies. Most importantly, with the sharing of experts and representatives of Novaon Digital, it has helped businesses have the opportunity to “break through” growth thanks to the strategy of establishing long-term relationships with target customers by improving their brand experience.

[Webinar] Growth hacking in the education industry with META, the topic “Learn how to “HACK” growth”

Written by duy on . Posted in Our Thinking, Technology.

In the context that society is investing heavily in culture-education and training along with the development of digital technology, education businesses are having new opportunities to grow in many aspects. At the same time, this is also a challenge that the education sector needs to overcome to be able to optimize operating costs and grow effectively.

Opportunities for the growth of the education sector and winning the Top-of-Mind

According to Vietnam’s data, total investment in education is currently 3.8% of GDP, of which investment in higher education is 0.33% of GDP. Entering the period of 2021 – 2025, the number of high school students in the country will increase compared to the period 2016 – 2020 of about 8 million students. This is an opportunity for education businesses to break through and seize the possibility of even stronger development in 2023.
In addition to strong investment in education from state policies, the number of potential customer groups is increasing rapidly, the digital transformation in education is also undergoing drastic changes. Businesses take advantage of digital channels, apply innovative strategies and modern technology to increase brand experience, turn brands into Top-of-Mind in the minds of customers, and win in a fiercely competitive market.

Barriers for education businesses in the new context

Besides the wide and diverse opportunities, the education sector currently faces various barriers:
The impact of the economic context is a great challenge for the education sector in 2023. Businesses need to optimize reasonable budgets in operation and implementation of activities.
In addition, the fierce competition between the market of international affiliated schools, private schools, educational institutions… In addition to the competition in core education methods, infrastructure, and quality of personnel, education businesses also compete in terms of marketing strategies, building reputable brands, and approaching target customers in this fertile market.

The key to helping businesses in the education industry solve these problems will be revealed at the webinar “Growth Hacking in the Education Industry”with the topic “Learning how to “hack” growth for the education industry” organized by Meta with the exclusive companionship of Novaon Digital.

  • Research the market, grasp strengths and challenges to have a reasonable strategy
  • Methods to improve brand position, develop breakthroughs to become Top-of-mind in the minds of customers
  • The secret to reaching the right & winning “unlimited” potential customers
  • How to improve performance and operational efficiency, scale of brand development in the education sector
  • Get advice with experts with specific topics from the brand

The main contents will be discussed at the Webinar:

Speakers accompanying the event:

  • Mr. Le Viet Hai Son – Vice Chairman & General Director Novaon Digital
  • Mr. Khang Huynh – Key Account Manager Vietnam
  • Ms. Mia Nguyen – Key Account Manager Vietnam
  • Ms. Tu Van Tien – Client Solutions Manager Vietnam
  • Ms. Tran Le – Agency Partnent South-East Asia

Education Growth Hacking Insights

  • Time: 10:00 AM – 11:30 AM on 21.03.2023
  • Form of organization: Online via Zoom

Contact:

Email: contact@novaon.asia

Hotline: 096 792 86 86

Novaon Digital Launches New Nobo: Affirming Core Competencies

Written by duy on . Posted in Creative, Our Thinking, Strategy, Technology.

On March 6, 2023, Novaon Digital officially introduced the new representative character Nobo, showcasing its determination in transitioning into an agency that delivers brand experiences with three key core competencies: Strategy, Technology, and Creative.

1. Affirming Core Competencies

Novaon Digital has made a significant turning point in its development strategy. The company has set the mission to “Digitally transform Brand Experience with Strategy, Technology, and Creativity,” aiming to become an agency that offers digital brand experience transformation services based on Strategy, Creative, and Technology.

One of the primary reasons for changing the Nobo representative character this time stems from the fact that the old Nobo character was insufficient in fully conveying Novaon Digital’s true core competencies. In essence, Novaon Digital has truly transformed into a full-service agency providing brand experience services.

Therefore, it became essential to update the brand’s representative character to align with the organization. This is the most important reason behind creating the new Nobo representative characters for Novaon Digital.

2. Nobo – The New Brand Representative for Novaon Digital

As of March 2023, Novaon Digital officially launched Nobo, the new brand representative. This friendly mascot comes in three persona forms: Nobo Strategy, Nobo Creative, and Nobo Technology. Each persona reflects a unique standout trait, fulfilling a specific key task.

The Nobo character of Novaon Digital reflects a fun and friendly personality, while also inspiring our customers. From this connection, the beautiful galaxy journey of the brand opens up new paths.

Nobo brings the “Brand X seed (Brand Experience)” to green barren planets in the galaxy, with the hope of renewal, breathing new life into the entire universe. Join us in discovering Nobo’s exciting story on planet Novaon Digital, and how Nobo tackles “tough” challenges in the galaxy! To do this, an effective Nobo will have three key characteristics:

#1: A Strategic Mind and “Right-hand” Assistant Droney

The Strategy Persona (Nobo Strategy) is a talented leader, fond of research and providing strategic solutions. This ability helps the brand identify challenges, propose solutions, and remove barriers to reveal a green planet ahead.

Nobo Strategy Persona

Nobo’s strategic nature lies in its ability to skillfully collaborate with teammates. With the intelligent assistant Droney by its side, Nobo can confidently provide comprehensive solutions that enhance Brand Experience for businesses with two core solutions: Re-design Brand Experience and Re-invent Growth.

Nobo Strategy personality shaping

Nobo’s strategy lies in his ability to coordinate ingenually with his teammates. With the Droney intelligent assistant by its side, Nobo can firmly step on the path of providing a comprehensive solution to promote brand experience efficiency for businesses, with two core solutions: Re-design Brand Experience and Re-invent Growth.

#2: Melancholy creativity

The Nobo Creative personality team creates every beautiful moment from design to content. Fresh, different, and reliable, Nobo is full of ideas and emotions that will appeal and appeal to the right target customers. Creative but analytical, Nobo will use all his abilities to make every story full of emotions.

Every marketing campaign needs a unique Nobo, always thinking differently, daring to think and dare to do, and that’s when Nobo shows his creative personality!

Nobo Strategy personality shaping

#3: Tech-savvy, trend-sensitive

Have you ever expected to have a smart assistant, possessing a massive data system and the ability to “dissect” and solve problems quickly?  Well, Nobo with the Tech personality group is here for that! 
Nobo Technology possesses a great tech mind, flexible data sorting, querying, and processing capabilities to help you smoothly and efficiently deploy your campaigns.

Nobo Strategy personality shaping

The characteristic of being tech-savvy is the remaining piece of the puzzle that completes the ideal marketing picture. Nobo’s acumen will make this character constantly curious, constantly improving himself and innovating. Therefore, there are few problems that become too difficult for this character. 
Nobo will constantly learn, continuously innovate, and continuously come up with solutions.

3. Reflecting the brand vision: Creating new value

Novaon Digital’s transformation of the Nobo character image affirms the new values that the brand will bring.

Comparison of old Nobo and new Nobo by Novaon Digital

Perfecting the Nobo representative, Novaon Digital affirms the brand’s core competencies, spirit and mission that have been maintained throughout the past 17 years, towards the vision of “becoming a leading enterprise in the region”, providing a methodical and powerful Brand Experience digital transformation solution. This is something that Novaon Digital will continue to do, keeping the promise of value to our customers.

The character of Nobo will become an effective ally in the marketing campaigns of brands, “breathe” into these campaigns by bringing strategic perspective, outstanding creative expression, and flexible technology application.

Let’s welcome the strong appearance of Nobo’s personality through social media platforms, digital production, character branding, online/offline events, and products using Novaon Digital’s new Nobo image!

Breakthrough with 5 creative marketing ideas for Valentine’s season

Written by duy on . Posted in Creative, Our Thinking.

Valentine’s Day – A Season of Love with a “Thousand Sweet Deals” is the perfect time for brands to launch unique marketing campaigns to boost sales, connect with customers, and elevate their brand. Let’s explore some impressive marketing ideas with Novaon Digital to prepare for the upcoming 2023 Valentine’s Day.

1. Createch: Creativity Combined with Technology

The concept of “Createch” is on the rise, marking technology as the “leverage” for big ideas. The combination of creativity in ideas and a business’s ability to use technology effectively can lead to successful strategies, steering brands toward success.

During Valentine’s Day 2022, Mondelez’s Cadbury Dairy Milk Silk chocolate line introduced an augmented reality (AR) experience, allowing couples to immerse themselves in a romantic dinner on the Metaverse. Here, sweet messages or secret notes between the couple could be unlocked and appear on Cadbury billboards existing in this 3D virtual world.

The “Createch” strategy promises to deliver exciting, unique, and novel marketing campaigns this Valentine’s season.

Mondelez’s Createch strategy

2. Simultaneous Offline-Online Events

Event marketing is a communication solution worth considering, with the potential to create a media breakthrough for brands.

On February 14, 2022, Tinder Thailand partnered with the Central World mall, near the sacred Trimurti Shrine for love blessings in Bangkok. Activities included praying for love at Trimurti Shrine, Love Room photo booths, virtual love blessings with VR 360° technology, and Instagram check-ins.

Additionally, the campaign combined online activities, offering users a fun experience with virtual reality blessings. This helped spread the brand while making the campaign more impressive and effective.

Tinder’s Online-Offline Event Marketing

3. Brand Personification and Individualization

Nowadays, it’s common for brands and organizations to use verified social media accounts (Facebook, Instagram, TikTok, etc.) to interact with customers, other brands, and even their competitors.

You probably still remember the love triangle in September 2022 between MoMo, Starbucks, and Highlands Coffee, which stirred up a storm in the Vietnamese online community. Highlands’ post with a broken red heart was a response to seeing “ex” MoMo holding hands with “new love” Starbucks. Immediately, Highlands created a “social media sensation” as many other verified accounts joined in the comments to console them.

Treating a brand like a person with joys, sorrows, personality, and even a loving heart will be one of the strategies that can deliver high results this Valentine’s season.

The love triangle between Starbucks, MoMo, and Highlands

4. Creative Messages Spread Across Multiple Channels and Platforms

Valentine’s is an opportunity for businesses to showcase their creativity through content and videos centered around love. You can get creative with various content formats like images, banners, short videos, infographics, or storytelling to attract readers.

In 2021, Durex Vietnam launched a series of viral videos with the message “Forget the gifts, go with Durex,” targeting open-minded customers. Going against traditional gifting trends, Durex positioned itself as a fresh gift for lovers, thereby elevating its brand and subtly boosting sales.

In addition to the viral video series, Durex also collaborated with many influencers and popular fan pages to spread the campaign.

Durex’s creative Valentine’s message

5. Anti-Valentine

Besides the group of customers who love romance, don’t forget the large crowd of single, “anti-Valentine” customers. Instead of celebrating romantic love, brands can spread messages of self-love, love for pets, or friendships in a creative and meaningful way.

Sign up for a consultation and join Novaon in winning over customers with technology-driven campaigns. Learn more at:

Brand Experience
Solution Agency

Novaon Digital harnesses the power of Strategy, Technology, and Creativity to drive brand growth. Drawing inspiration from crafting transformative experiences, we aim to enhance customer understanding and appreciation of your brand.

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