- The document discusses the results of a survey conducted among 172 Vietnamese enterprises and agencies about their digital marketing activities.
- Social media marketing, especially on Facebook, is very popular. Over 80% of companies have a Facebook page and 81% use Facebook ads. However, many companies find digital marketing has limitations in reaching elderly customers and those in rural areas.
- Covid-19 has negatively impacted 60% of brands and 75% of agencies. It led many companies to reduce advertising budgets while increasing their focus on digital channels like social media and online video.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data from GSO
Vietnam consumer price index data from GSO
Vietnam car sales trend (VAMA)
Vietnam motorbike sales trend (VAMM)
This report was made in November 2020
Tình hình Thương mại Điện tử Việt Nam 2020 bởi WORLDLINE_TECHNOLOGYDuy, Vo Hoang
Tình hình Thương mại Điện tử Việt Nam 2020 bởi WORLDLINE_TECHNOLOGY
ĐỪNG BỎ LỠ BÁO CÁO #SIÊU_HOT này
Mua hàng Thương mại điện tử/ online ngày càng gia tăng, đạt 61% so với 47% vào năm trước
Kênh đặt hàng chính là Mobile app
Thực phẩm trở thành mặt hàng phổ biến được mua online trong mùa Covid-19
Mặc dù thanh toán bằng tiền mặt vẫn phổ biến, tuy nhiên phương thức không tiền mặt gia tăng đáng kể
Tốc độ giao hàng trở thành một trong những động lực thúc đẩy gia tăng mua hàng online
Shopee gia tăng sự hiện diện nhờ vào chính sách giá cả, đa dạng chủng loại sản phẩm và hình ảnh mua hàng vui vẻ.
------***-------
#VIETNAM_MARKET_REPORT_COMMUNITY
#REPORT #REPORT #Digital_Hub_for_e-Business
VIA: #WORLDLINE_TECHNOLOGY
Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?
This survey is conducted in order to track the trend of usage and trusted information sources.
Take a look at our comprehensive report about Vietnam EC market 2018. The landscape of Vietnam EC market is changing quickly with on-going fierce competition, especially between top players. This comprehensive report provides a closer look into the market characteristics, consumer behaviors and new trends in the market.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data from GSO
Vietnam consumer price index data from GSO
Vietnam car sales trend (VAMA)
Vietnam motorbike sales trend (VAMM)
This report was made in July 2020
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data from GSO
Vietnam consumer price index data from GSO
Vietnam car sales trend (VAMA)
Vietnam motorbike sales trend (VAMM)
This report was made in November 2020
Tình hình Thương mại Điện tử Việt Nam 2020 bởi WORLDLINE_TECHNOLOGYDuy, Vo Hoang
Tình hình Thương mại Điện tử Việt Nam 2020 bởi WORLDLINE_TECHNOLOGY
ĐỪNG BỎ LỠ BÁO CÁO #SIÊU_HOT này
Mua hàng Thương mại điện tử/ online ngày càng gia tăng, đạt 61% so với 47% vào năm trước
Kênh đặt hàng chính là Mobile app
Thực phẩm trở thành mặt hàng phổ biến được mua online trong mùa Covid-19
Mặc dù thanh toán bằng tiền mặt vẫn phổ biến, tuy nhiên phương thức không tiền mặt gia tăng đáng kể
Tốc độ giao hàng trở thành một trong những động lực thúc đẩy gia tăng mua hàng online
Shopee gia tăng sự hiện diện nhờ vào chính sách giá cả, đa dạng chủng loại sản phẩm và hình ảnh mua hàng vui vẻ.
------***-------
#VIETNAM_MARKET_REPORT_COMMUNITY
#REPORT #REPORT #Digital_Hub_for_e-Business
VIA: #WORLDLINE_TECHNOLOGY
Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?
This survey is conducted in order to track the trend of usage and trusted information sources.
Take a look at our comprehensive report about Vietnam EC market 2018. The landscape of Vietnam EC market is changing quickly with on-going fierce competition, especially between top players. This comprehensive report provides a closer look into the market characteristics, consumer behaviors and new trends in the market.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data from GSO
Vietnam consumer price index data from GSO
Vietnam car sales trend (VAMA)
Vietnam motorbike sales trend (VAMM)
This report was made in July 2020
Although Vietnamese love Facebook and smartphones are everywhere, enterprises fail to leverage this opportunities and rely on traditional media approach. Q&Me by Asia Plus Inc has gone through multiple analysis how to narrow this gap and approach users via social media
Vietnam is a country where smartphones are highly penetrated while IT utilization in the normal work environment is behind.
This survey was made in order to clarify how people communicate at work
This survey was conducted among 18-39 Vietnamese of 579 respondents in January 2019.
Vietnam ad market is moving rapidly to the digital. The report summarizes the latest status of Vietnam digital advertisement market and its issues to solve, from a various research data that Q&Me market research has collected
Báo cáo hơn 60 trang nội dung về thị trường thương mại điện tử và thói quen người tiêu dùng Việt Nam. Mức độ thâm nhập Internet và sự phổ biến của smartphone khiến hành vi mua sắm của người tiêu dùng vô cùng thú vị.
In launching a product to Vietnamese consumer market, we often face the issue of “ where to sell.” In Vietnam, the traditional channel is dominant while the cultivation takes time.
On the other hand, the rapid growth of the Internet and mobile usage helps e-commerce to be established as new channel rapidly. This report illustrates all the details about Vietnamese E-commerce market and its consumers’ behaviors.
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014Johnny Tri Dung
The file brings you near to all needed info and data for F&B e-commerce in either SEA or VN with detailed case studies from Europe. Hope you all enjoy!
Google Vietnam digital profiling report 7/2012Anh Pham Duy
Google Vietnam digital profiling report 7/2012
1 Background & Methodology
2 Internet users at a glance
3 Cross-media consumption behaviour
4 The role of the internet when shopping
5 Search and the research process
6 Advertising and the research process
7 Summary
8 Appendix
Reuters institute Digital News Report 2014, Tracking the future of newsNic Newman
116 slides containing key data around changing news consumption. Includes the rise of smartphones and tablets, paying for online news, video news and unique data on the popularity of different social networks for news
We collected the screenshot of Screen Time from iOS users to understand the real usage of smartphone among Vietnamese
The survey is conducted in July 2019 to find out the trend and the behavior of Vietnamese when using applications on mobile.
The data was analyzed base on the screenshot of “screen time” on IOS device of males and females from 18-39 years old in HCM and Hanoi.
Annual report as to Vietnam EC market. The survey is conducted nearly 1000 consumers in HCM and Hanoi to understand their behaviors of buying online, highlighting the changes from 2016.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
mma warc report- mobile ecosystem and marketing in IndiaSocial Samosa
In collaboration with WARC, the MMA report highlights the mobile ecosystem in India with mobile marketing capabilities, growth in m-commerce and social marketing, and the impact of technologies such as AI, IoT, ML & voice on improving marketing efficiency.
Although Vietnamese love Facebook and smartphones are everywhere, enterprises fail to leverage this opportunities and rely on traditional media approach. Q&Me by Asia Plus Inc has gone through multiple analysis how to narrow this gap and approach users via social media
Vietnam is a country where smartphones are highly penetrated while IT utilization in the normal work environment is behind.
This survey was made in order to clarify how people communicate at work
This survey was conducted among 18-39 Vietnamese of 579 respondents in January 2019.
Vietnam ad market is moving rapidly to the digital. The report summarizes the latest status of Vietnam digital advertisement market and its issues to solve, from a various research data that Q&Me market research has collected
Báo cáo hơn 60 trang nội dung về thị trường thương mại điện tử và thói quen người tiêu dùng Việt Nam. Mức độ thâm nhập Internet và sự phổ biến của smartphone khiến hành vi mua sắm của người tiêu dùng vô cùng thú vị.
In launching a product to Vietnamese consumer market, we often face the issue of “ where to sell.” In Vietnam, the traditional channel is dominant while the cultivation takes time.
On the other hand, the rapid growth of the Internet and mobile usage helps e-commerce to be established as new channel rapidly. This report illustrates all the details about Vietnamese E-commerce market and its consumers’ behaviors.
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014Johnny Tri Dung
The file brings you near to all needed info and data for F&B e-commerce in either SEA or VN with detailed case studies from Europe. Hope you all enjoy!
Google Vietnam digital profiling report 7/2012Anh Pham Duy
Google Vietnam digital profiling report 7/2012
1 Background & Methodology
2 Internet users at a glance
3 Cross-media consumption behaviour
4 The role of the internet when shopping
5 Search and the research process
6 Advertising and the research process
7 Summary
8 Appendix
Reuters institute Digital News Report 2014, Tracking the future of newsNic Newman
116 slides containing key data around changing news consumption. Includes the rise of smartphones and tablets, paying for online news, video news and unique data on the popularity of different social networks for news
We collected the screenshot of Screen Time from iOS users to understand the real usage of smartphone among Vietnamese
The survey is conducted in July 2019 to find out the trend and the behavior of Vietnamese when using applications on mobile.
The data was analyzed base on the screenshot of “screen time” on IOS device of males and females from 18-39 years old in HCM and Hanoi.
Annual report as to Vietnam EC market. The survey is conducted nearly 1000 consumers in HCM and Hanoi to understand their behaviors of buying online, highlighting the changes from 2016.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
mma warc report- mobile ecosystem and marketing in IndiaSocial Samosa
In collaboration with WARC, the MMA report highlights the mobile ecosystem in India with mobile marketing capabilities, growth in m-commerce and social marketing, and the impact of technologies such as AI, IoT, ML & voice on improving marketing efficiency.
Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
- The advertising and promotional practices in the supermarket today with a look at expected use in the next few years.
- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
In this webinar, Mark Bruno of Informa Engage, Kristin Letourneau of Informa, Susan Theder and Samantha Russell shared tips for advisors who are looking to understand the marketing strategies and tactics that are the most important to drive meaningful, scalable growth - and will also provide a first look at the 2022 Study of Advisor Marketing.
CCI’s SVP of Sales and Marketing Steven Kellam was joined by PartnerPath’s CEO Diane Krakora to present the recently released 2015 Channel Incentive Benchmark Study. They delved into the results of the study and its relevancy to channel vendor programs in the software, hardware, and telecommunications industries.
Multi-channel Digital Marketing PresentationJomer Gregorio
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Big thanks to Cavite State University - Main Campus and Jma-cvsu Chapter.
Similar to Digital marketer landscape in vietnam 2020 (20)
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Shoppertainment2024 - Tương lai của tiêu dùng & thương mại châu Á TBD. Báo cáo được ghi nhận đầy đủ các yếu tố bán hàng thành công thông qua các case thực tế tại từng thị trường bởi Tiktok Platform.
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[CHÍNH THỨC] VIET NAM DIGITAL 2021
Tổng hợp từ We Are Social Hootsuite
Báo cáo tại thị trường Việt Nam được công bố hằng năm vào tháng 02
Tổng quan Dân số việt nam
▪ Việt Nam có dân số 97,75 triệu người vào tháng 1 năm 2021.
▪ Dân số Việt Nam tăng 852 nghìn (+ 0,9%) từ tháng 1 năm 2020 đến tháng 1 năm 2021.
▪ 50,1% dân số Việt Nam là nữ, trong khi 49,9% dân số là nam
▪ 37,7% dân số Việt Nam sống ở trung tâm thành thị, trong khi 62,3% sống ở nông thôn.
Người dùng Internet ở Việt Nam
▪ Có 68,72 triệu người dùng Internet tại Việt Nam vào tháng 1 năm 2021.
▪ Số lượng người dùng Internet ở Việt Nam tăng 551 nghìn (+ 0,8%) trong giai đoạn 2020-2021.
▪ Tỷ lệ sử dụng Internet ở Việt Nam đạt 70,3% vào tháng 1 năm 2021.
Thống kê sử dụng mạng xã hội cho Việt Nam
▪ Có 72,00 triệu người dùng mạng xã hội ở Việt Nam vào tháng 1 năm 2021.
▪ Số lượng người dùng mạng xã hội ở Việt Nam tăng 7,0 triệu (+ 11%) từ năm 2020 đến năm 2021.
▪ Số lượng người dùng mạng xã hội tại Việt Nam tương đương 73,7% tổng dân số vào tháng 1 năm 2021.
Kết nối di động tại Việt Nam
▪ Có 154,4 triệu kết nối di động tại Việt Nam vào tháng 1 năm 2021.
▪ Số lượng kết nối di động tại Việt Nam tăng 1,3 triệu (+ 0,9%) trong khoảng thời gian từ tháng 1 năm 2020 đến tháng 1 năm 2021.
▪ Số lượng kết nối di động tại Việt Nam vào tháng 1 năm 2021 tương đương 157,9% tổng dân số.
File pdf được upload tại group chung: https://www.facebook.com/groups/Data.Driven.Marketing.Communication/
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Digital customer experience report 2020Duy, Vo Hoang
Digital customer experience report 2020.
Bernard Slowey, worldwide lead for digital customer
support at Microsoft, maintains one of the biggest
mistakes in digital CX is not having a dedicated team.
“A lot of companies have teams of people focused on
call centers, as well as improving minutes-per-incident
and handle times for voice calls with customers, but
then digital is merely treated as a bolt-on to support
organizations,” says Slowey.
More than a third of our research group (36 per cent) is
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Digital marketer landscape in vietnam 2020
1. Q&Me is online market research provided by Asia Plus Inc.
Digital marketer landscape in Vietnam (2020)
Asia Plus Inc.
2. Overview
Vietnam advertisement market is in the middle of huge
shift from the traditional to digital, as smartphone changes
the lifestyle of consumers and many spend hours online
daily. Also the market faces the impact of Covid-19 to
capture the lifestyle changes of Vietnamese consumers.
Q&Me, market research service operated by Asia Plus Inc,
has conducted the survey among 172 enterprises (132
brands, 40 agencies) in Nov 2020 to understand their
marketing activities, relationship between brands and
agencies, as well as the issues of Vietnam digital
marketing industries.
This is the third time that we conduct this survey, followed
by 2018 and 2019.
3. Respondent profile (N=172)
Brand, 132
Agency, 40
Type of respondents
CxO / Owner, 7%
Director / VP, 2%
Manager, 35%
Senior, 42%
Entry
level, 11%
Other, 3%
Title levels
15%
11%
11%
9%
7%
4%
3%
3%
3%
3%
2%
2%
26%
Marketing
Retail
Education
Telecommunications
Wholesale
Information Services
Hospitality/ Restaurant/ F&B
Real Estate, Rental and Leasing
Healthcare
Finance/ Banking/ Insurance
Construction
Transportation and Warehousing
Others
Industry
62%
9%
8%
6%
5%
5%
5%
1%
Marketing/ PR
Planning / Control
Sales
Customer support
R&D
Management
Other
Financial / Legal
Role
13%
26%
16%
15%
12%
5%
13%
Less than 10 employees
11 - 50 employees
51 - 100 employees
101 - 250 employees
251 - 500 employees
501 - 1,000 employees
More than 1,000 employees
Company size
5. Digital marketing activities by Vietnam
enterprises
Social marketing like Facebook is used by over 80% of the
companies. Almost all of the companies own Facebook
accounts as their branding and promotion strategy.
Facebook is indispensable tools for Vietnam enterprises.
Other than that, YouTube also remains one of the popular
media for the ads distributions due to high media spending
among Vietnamese.
One characteristics among Vietnam digital marketing is
the operations on their own. 74% of the companies who
run Facebook ads manage the operations themselves.
Vietnamese enterprises tend to manage their operations
in-house as the cost saving solutions.
6. Popular digital marketing
Social advertisement is by far the most popular methods among Vietnamese enterprises.
Also half of the enterprises focus on search-related advertisements. Display / videos are
also popular with the help of the services form Google.
82%
50% 45% 40%
28% 24%
5%
16%
19%
15%
18%
8%
11%
27% 30%
40%
47%
50%
2% 6% 6% 6% 7%
18%
84%
52%
46%
40%
30% 33%
Social advertisement Search advertising Display
advertisement
Online video
advertisement
Influencer marketing Performance
marketing / Affiliate
Use it Have used it Recognize it Do not know it 2019
Q. Please choose all the digital marketing advertisement that you spend your money on in last 12 month?
7. Digital media in use
Q. Please choose the media that your company has the official account:
96% of the enterprises manage their own Facebook pages. Facebook is the standard
communication tools for Vietnamese enterprises. 63% owns YouTube accounts.
Instagram is rising but still the account ownership is limited to 1/3 of the enterprises.
96% 63% 39% 37%
9. Social media marketing among Vietnam
enterprises
Facebook is a standard tools among Vietnam enterprises
for their communications. Due to its easiness and
effectiveness, Facebook ads is one of the most common
marketing tools, and 81% of the enterprises that own
Facebook accounts use it
The usage of Facebook marketing is for the branding such
as branding and campaigns. The frequency of the post is
very high among these companies with the aim to capture
the potential users into conversions.
74% of the enterprises manage Facebook ads on their
own as the tool is easy enough for them to manage. The
large enterprises tend to outsource it for the professional
operations.
10. Facebook account and ad usage
Out of 96% of the enterprises that has Facebook accounts,
81% run Facebook ads. Facebook ads are deeply penetrated
among Vietnam digital marketing
Q. Have you run Facebook ads in last 12 month?
96%
Facebook account ownership
81%
Facebook ads usage
11. Facebook page usage objectives
78%
64%
61%
59%
53%
44%
40%
32%
30%
27%
Branding
Campaign
PR
Traffic increase to the website
Customer support
Feedback to product development
Traffic increase to the real store
Member acquisition
Traffic conversion at EC
Hiring
The objectives are versatile. The top motivations are the mix
of branding / PR + campaign.
Q. Please choose the objective of Facebook corporate
account?
12. Facebook page usage motivations
75%
71%
62%
61%
53%
44%
44%
Increase number of inquiries
Increase conversion (membership,
shopping etc.)
Increase traffic to the landing page /
website
Increase Likes/followers of Facebook page
Increase Views of the posted contents
Increase those who search the keywords
related with ads
Increase traffic to the real shop / purchase
at the real shops
Facebook is used as the triggers for the next actions such as
inquiries, membership, website access, due to the very big
audience scale.
Q. What are the goals of Facebook ads?
13. Facebook ads operations and reasons
74% manages Facebook ads operations on their own due to its easiness of running ads
and cost savings. Outsourced enterprises do that for the better skills.
74%
22%
4%
Concept likeness
Others
Outsource the operations
Run it internally
79%
52% 48% 45% 41%
31%
21%
Agencies have
better skills
As we
outsource all
the
advertisement
work to them
As we
outsource all
the Facebook
management to
them
Agencies could
complete the
task with lower
rate
Better report Accounting
purpose (e.g
VAT)
As we do not
have good skills
Outsource
87%
60%
50%
30%
21% 19%
4%
As we have
enough skills to
manage the ads
Easier to
change/update
contents
Cost saving No need for the
additional
communication
Social ads
management
are easy
enough
As our budget is
not big enough
Lack of
familiarity in the
agencies
In-house
Q. How did you run Facebook ads? / What are the reasons for the previous answers?
14. Popular video advertisement platform
85%
85%
45%
14%
9%
7%
2%
Youtube
Facebook
Own website
TikTok
Instagram Live
Use ad network/ DSP
CocCoc
YouTube and Facebook are the two giant platform to run the
video contents. Own website is less popular as only less than
half enterprise do that.
Q. What medias do you use for your online video
marketing?
16. Covid-19 impact on Vietnamese
marketing
Covid-19 has impacted many lives of Vietnamese, and
Vietnamese enterprises need to change their strategies.
Except for a few companies that got the benefit of Covid-19
such as foods and health care, many enterprises are forced
to cut their budgets and their spending goes to online.
We see the clear trend that the activities such as magazines,
newspaper and outdoors are cut while digital marketing
budgets remain as almost equal as before.
On the other hand, TV is used by 10% of the respondent
enterprises and the media remains as strong as before.
17. Covid-19 impact on business
60% of brands and 75% of the agencies are hit by Covid-19 negatively, while the ratio
that receives the business opportunities more are 26% and 13% respectively
9% 5%
17%
8%
60%
75%
14% 13%
Brand Agency
Impact on business
Positive business impact No change
Negative business impact Others
29% 32% 20% 10% 5%
Negative
0 - -20% -21% to -40% -41% to -60%
-61% to -80% -81% to -100% -101% and worse
79% 21%
Positive
0 - 20% 21% to 40%
Business impact by %
Q. What is applicable to your business as to Covid-19 impact? / What is applicable to you as to the sales increase / decrease compared with pre-Covid 19 timing?
18. Covid-19 impact on ad budget
5%
16%
15%
28%
13%
18%
21%
18%
36%
15% 15%
Brand Agency
Impact on ads budget
Increased drastically Increased slightly No change
Decreased slightly Decreased drastically I am not sure
26%
20%38%
12%
2%3%
0 - -20% -21% to -40% -41% to -60%
-61% to -80% -81% to -100% -101% and lower
Business impact by %
Q. How does Covid-19 imapcted your advertising budget? / How does Covid-19 impacted your client advertisement budget? / What is
applicable to you as to the advertisement increase / decrease compared with pre-Covid 19 timing?
36% of brands and 57% of the agencies had reduced their advertisement budgets while
21% of the companies had the opportunities to increase it.
19. Media impact - Brands
Traditional (Outdoor, newspaper, magazine) are cut
while digital struggle to maintain
11% 89%
TVCF
40% 60%
Online video
82% 18%
Social ads
45% 55%
Display ads
24% 76%
Performance marketing
32% 68%
Outdoor ads
37% 63%
Newspaper / magazine
37% 63%
Influencer marketing
43%
29%
28% 25%
42%
33% 31%
37%
32%34%
41%
24%
43%
29%
28%
14%
40%
45%
18%
31%
51%
19%
40%
42%
< Companies in use of this media
< Ad amount change after Covid-19
Blue = Increase
Grey = No Change
Red = Decrease
20. Media impact - Agency
28% 72%
TVCF
38% 62%
Online video
77% 23%
Social ads
59% 41%
Display ads
26% 74%
Performance marketing
23% 77%
Outdoor ads
38% 44%
Newspaper / magazine
44% 56%
Influencer marketing
27%
73%
40%
20%
40%
30%
30%
40%44%
23%
33%
40%
30%
30%
11%
33%55%
36%
35%
30%
13%
40%
47%
< Companies in use of this media
< Ad amount change after Covid-19
Blue = Increase
Grey = No Change
Red = Decrease
Traditional (Outdoor, newspaper, magazine) are cut
while digital struggle to maintain
21. Service that would have higher demands
88%
39%
34%
19%
19%
18%
17%
6%
69%
31%
69%
10%
64%
49%
15%
13%
Social advertisement (e.g Facebook)
Display advertisement (GDN / Listing ads)
Online video advertising (e.g YouTube)
Outdoor ads (Billboard, Buidling LCD etc.)
Influencer marketing
Performance marketing / affiliate
Newspaper / magazine
TVCF
Agencies Brands
While brands rely on social advertisements, agencies see more of the
opportunities in varieties of the media. Online video is one of the
things. Also, Influcenter marketing / performance marketing has the
gaps between agencies and brands probably due to the gap of the
knowledges between two.
Q. (Brand) Please choose if there are anything that you
would like to focus on now? / (Agency) Please choose if
there are anything that the demand will increase
22. Media that would have higher demands
77%
63%
51%
48%
41%
36%
26%
14%
5%
3%
68%
65%
50%
30%
48%
63%
18%
23%
0%
5%
Facebook
YouTube
Google ads
Instagram
Tiktok
Sponsored ads on EC platform
Zalo
Grab / Gojek etc
CocCoc
Twitter
Agency Brand
Q. Please choose if there are any specific online media
that you are interested to market
While Facebook and YouTube remain as the two most popular mediat
that both agencies and brands pay attention to, there are gaps as to
how the opportunities are seen for EC platform. Agencies pay attention
to the EC platform ads more, seeing the current rising transactions as
the next opportunities.
24. Agency / brands relationships
Brands require a variety of support in order to make their
marketing successful.
Brands have relatively good evaluations as to what
agencies offer. They are satisfied with communications,
reporting and the speed, while they wish the cost be
lower.
Agencies, on the other hands, may feel that the
information from the brands are not good enough. They
are not happy with the briefing quality nor some are
unhappy with how brands communicate.
25. Agency evaluation by brands
Agencies are rather happy with communication and reporting skills but wish
cost could be more affordable.
3% 1% 6%
29%
13%
27% 29%
36%
67%
71%
53%
62%
50%
4%
16% 16%
6% 7%
1% 1% 1%
Creativity Cost Speed Reporting Communication
Very satisfied Satisfied Average Dissatisfied Very dissatisfied
Q. How much are you satisfied with the the agency for the following criteria?
26. Brands evaluation by agency
Agencies wish to have the better briefing and the communications. The
evaluations of the communication between brands and agencies are different.
3% 3% 8% 5%
16%
27% 18%
10%
47%
59%
61%
59%
32%
8% 13%
26%
3% 3%
Briefing quality Budget Time given Communication
Very dissatisfied Dissatisfied Neither/ nor Satisfied Very satisfied
Q. How much are you satisfied with your clients for the following criteria?
28. Vietnam digital marketing in the future
Digital marketing in Vietnam is popular due to the better
targeting and visibilities to see the effectiveness by data. On
the other hand, they feel that digital media is not a perfect
solutions when they aim at the elderly groups or the rural
audiences.
The marketers / agencies feel that they wish to have more
opportunities to learn more of the latest techniques / skills to
make their digital marketing better. A the same time, they
wish their management have better understanding as to the
digital marketing.
Overall their satisfaction in cost and audience reach is high.
They wish to have better conversions and also the impact to
the real sales impact, not only stopping with with the click /
like only activities.
29. Digital marketing benefit
80%
78%
72%
70%
67%
62%
59%
28%
88%
80%
65%
83%
70%
68%
80%
40%
Better audience targeting
Easy to measure performance
Easy to change / modify the contents
Flexible budget planning
Flexibility in creative
Shorter lead time
Easy to see audience response
Higher ROI
Agency Brand
Better reach to the target audience, performance measurement are
believed to be the benefit of digital marketing in Vietnam. Agencies
feel flexible budgeting and the audience response visibility as the
unique benefits more than the brands.
Q. What do you think is the advantage of digital
marketing against traditional marketing?
30. Digital marketing shortcomings
61%
54%
30%
20%
20%
11%
7%
70%
53%
28%
20%
28%
15%
0%
Difficulty to reach elderly segment
Difficulty to reach audience in rural area
Budget allocation is not good enough
Quality of contents
ROI is not clear nor good
Difficulty to measure performance
Business impact is not strong
Agency Brand
Q. What do you think is the disadvantage of digital
marketing against traditional marketing
On the other hands, both of brands and agencies both understand
that digital has the limitations in reaching the elderlies and also
the rural people. The lack of reach in the elderlies may be an
issues as there are some categories such as automotive,
healthcare that have higher demands in elderly groups.
31. Issues of digital marketing in Vietnam
63%
60%
43%
36%
30%
29%
28%
26%
22%
17%
73%
58%
33%
43%
28%
8%
33%
23%
28%
20%
Lack of training & educational opportunity
Lack of understanding among the management
Budget allocated to digital is not big enough
Organizational structure is not good to work for
digital marketing
Lack of specialist on brand site
High cost of digital marketing
Lack of effective measurement tools
Unclear ROI
Lack of specialists on agency side
Lack of effective digital media
Agency BrandQ. What do you think are the issues of digital marketing
in Vietnam?
Lack of training, lack of management understanding are thought
to be the two big issues for Vietnam digital marketing. Also some
feel that the budgets are too much allocated for traditional
marketing.
32. Agency evaluation by brands
2% 5%
39%
25%
37%
50%
20% 18%
Brand Agency
Cost
Q. How much are you satisfied with the following for your digital marketing campaigns within past 12 months?
3%
26% 31%
50% 46%
18% 23%
Brand Agency
Audience reach
26% 31%
50% 46%
18% 23%
Brand Agency
Ease of engagement
2%
8%
27% 13%
48%
46%
21%
34%
Brand Agency
Conversion
27%
13%
41%
55%
20% 28%
Brand Agency
Real sales impact
Overall their satisfaction in cost and audience reach is high. They wish to have better conversions and
also the impact to the real sales impact, not only stopping with with the click / like only activities.