Nguyen Thanh Hung, chairman of the Vietnam e-Commerce Association (VECOM), said that online marketing has an intimate relationship with online shopping, but many Vietnamese firms do not pay their attention to this.
Additionally, Vietnamese businesses still largely depend on a small number of providers for cross-border advertising services.
As such, the market share of local online advertising firms is quite modest, he noted.
According to Northern Region Nielsen Vietnam Director Dang Thuy Ha, in Vietnam, last year, online advertising turnover was valued at US$0.33 billion, while retail e-commerce turnover reached US$4 billion.
The Government’s target is to raise the retail e-commerce turnover to US$10 billion in 2020.
To that end, enterprises should bring into full play the online marketing channel.
The Vietnam e-Business Index report 2015 also showed that from this year, e-commerce in Vietnam is entering a period of rapid development. However, this development continues to face obstacles, including consumer confidence, e-payments and online marketing,
At the forum, local and foreign experts from Google, Facebook and Nielsel affirmed that the success in online marketing is to maintain connection with customers and promote products by search engines and online videos, and on social networks.
However, each company should have a thorough grasp of its business to choose suitable strategies, they stated.