The document outlines five key paradigms of digital marketing in Vietnam, highlighting the pervasive nature of digital technologies and the gradual adaptation of e-commerce. It discusses changes in consumer behavior, challenges with payment systems, increasing consumer expectations, and the struggle for companies to secure digital talent. Additionally, it suggests strategies for improving digital marketing efforts, such as enhancing cross-channel experiences and localizing approaches to different cultural contexts.

1. DIGITAL MARKETING
IN VIETNAM
5 PARADIGMS TO BE
OBSERVED AND SCRUTINIZED
Claire GRUSLIN,HANOI and HCMC, Dec 2013

2. PARADIGM 1
“DIGITAL” IS WIDELY PERVASIVE IN VIETNAM,
STILL SLOW E-COMMERCE ADOPTION
Phone + TV+ Internet
Multi Screens Display
Exceptional Smart phone adoption
INTERNET ACCESS
Widely spread in Vietnam
> 16h/week spent time on
Internet within a large, young
& growing population
COMPLEX E-COMMERCE
MARKET
Embraced as new channel, acceptable
but not widespread
(VC Corp, VNG, Rocket Internet, Tiki,
and Vat Gia)
2

3. PARADIGM 2
CHANGE IN CUSTOMER’S BEHAVIORS BUT
REGULATIONS NOT FACILITATING
DEMOGRAPHICS
Emergence of urban middle class, Large female
working population, Technology savvy consumers,
Demand for Smaller size products and Mass high
quality products at better price points
Cash or credit?
GOVERNMENT
INTERNET LAWS
Harder e-commerce, internet
and censorship
PAYMENT ISSUES
Main payment method
is still cash on delivery (COD) – No
common Online payment tools
3

4. PARADIGM 3
SMARTPHONES HAVE CHANGED VIETNAMESE
BEHAVIOURS … ARE COMPANIES FOLLOWING?
Source: Google Add Planner
HUGE ONLINE COMMUNITY
1/3 of smartphone owners visit social
networking sites
SLOW INDUSTRY
REACTION…
Real opportunities for
using mobile apps
4

5. PARADIGM 4
AS VIETNAMESE CONSUMERS’ BEHAVIOURS
CHANGE, THEIR EXPECTATIONS SKY ROCKET ….
CONSUMERS GREAT
EXPECTATIONS
Attitudes become more
demanding & self centered
“Me Generation”
COMPANIES
CHALLENGES
Hard time to invest in exceptional
customer experience
Logistics still a challenge (public post
company not suitable, lack of thirdparty services)
5

6. PARADIGM 5
EVEN IF MANAGEMENT UNDERSTANDS DIGITAL
OPPORTUNITIES, STILL WAR FOR DIGITAL TALENTS
MULTI-SKILLED TEAM
MARKETING
Expertise
ANALYTICS
Expertise
TECHNOLOG
ICAL
Expertise
CREATE
DESIGN
EXECUTE
Ability to imagine and
adapt new digital
opportunities in a
smart way
Capability to transform
the customer centric
idea within the
organization
Ability to provide
insightful content in a
time-compressed
environment
6

7. “CRAZY” IDEAS TO EMBRACE DIGITAL
MARKETING IN VIBRANT VIETNAM ?
ENHANCE
OFF-ON LINE
EXPERIENCES
CONNECTING to the
INTERNET OF THINGS
like NFC (near field
communication), QR
code scan, ….
OPTIMIZE
CROSS-CHANNELS
Customer Experience
(great content to be
shared, conversations,..)
LOCALIZE YOUR
APPROACH TO THE
SPECIFIC CULTURE
(North and South
are different!)
EASE THE WAY THEY PAY
when purchasing both
off and on line
(e-couponing, …)
ENGAGE SMART
WITH CONSUMERS
7

8. CLAIRE GRUSLIN
• Partner • ELLIPTIC • Inspirational Marketing Consultant
• Professor • HEC-ULg • Solvay Brussels School Economics & Management
Claire.gruslin@skynet.be
+32 (0)477 345 213 |