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10 Digital Marketing Trends in Vietnam

The world of technology is constantly evolving, and as we move into 2023, we see a significant shift towards digital marketing in Vietnam. Vietnam’s economy has seen strong growth in recent years, which is reflected in the projected increase in digital ad spend in the country.

An Overview of Vietnam Digital Marketing

  • There were 77.93 million internet users in Vietnam at the start of 2023, when the Internet penetration stood at 79.1 percent.
  • Vietnam was home to 70 million social media users in January 2023, equaling to 71% of the total population.
  • A total of 161.6 million cellular mobile connections were active in Vietnam in early 2023, with this figure equivalent to 164 percent of the total population


The Most-Used Digital Marketing Platforms


Facebook and Google are the two largest online advertising platforms in Vietnam and will continue to lead the market in the coming years. These are the two largest online advertising platforms in the world and also the two revenue platforms that account for over 70% of the online advertising market share in Vietnam.

Google remains an effective keyword search advertising platform and targets high-value customers. Facebook has a good background in social networks, and users of many different generations, Facebook ads apply many AI technologies to help ads be optimized.

Customers can make purchases from social media apps without opening a web browser or other application. Many social media platforms offer built-in functionality that allows users to set up shops, list products, and accept payment. Both users and digital marketers will find it convenient.

People can buy in Marketplace segment on Facebook

In 2023, social commerce will grow in importance. It provides a platform for brand-based content, and social proof opportunities through employee advocacy, customer reviews, and other forms. It makes it easier for social media users to become customers by removing one step from the buyer’s journey, which is when they tap from their social media apps to the brand website to buy. 


  1. Use content to get attention

The video has always played a crucial role in digital marketing but it’s now the dominant form of content across the internet. According to an annual survey report by Wyzowl, over 80% of businesses use video as a marketing tool. The video has been democratized by the increasing quality of smartphone cameras, the availability of editing tools, and the accessibility of video platforms — allowing businesses and teams of all sizes to create professional videos with ease.

  1. Youtube

YouTube is the second most visited website and people spend an average of 70 minutes per day watching a variety of content. That’s a huge opportunity for brands to reach 86.7% of internet users through YouTube advertising.

There are several ad formats available on YouTube, including bumper ads, in-feed video ads, and non-skippable in-stream ads. But there’s another strategy you can use, which is collaborating with local Vietnamese YouTubers also known as key opinion leaders (KOLs) to showcase products. No matter what industry your brand is in, you can find a suitable Vietnamese YouTuber to help promote your brand and products in the market.

Take for example 3CE, a cosmetic brand in Vietnam focusing on lip products such as lipsticks, lip glosses, and lip lacquers. They collaborated with famous beauty influencer Chang Makeup to create video marketing content on YouTube. The video which was reviewed and swatched the brand’s velvet tints got astounding exposure for 3CE. It gained more than 3 million views and 2K comments

  1. Tiktok

TikTok has become a major player in the social media marketing space and this will not change in 2023. In 2021, TikTok raised $4.6 billion, up 142% year-on-year with 1.8 billion. monthly active users predicted by the end of 2022 (according to The Business of Apps).

TikTok is creating a marketplace that isn’t just for consumers or creators anymore but also focuses on usability for businesses. Improved ad targeting features will make TikTok a bigger, better platform for businesses and brands by 2023.

Staying relevant online means maintaining a strong video content strategy. Marketers can leverage various types of video to maintain audience engagement and test responses.

  • Customer testimonials make powerful videos since audiences can relate to the client on a more personal level.
  • Explainers and product guides are also effective as videos. Users are able to retain 95% of a video message
  • Short-form video is also popular because users can consume a lot of content in a short period of time.


As a B2B company, it is important to be creative in your marketing activities, and how to use available channels and tools to make an impression in the eyes of customers.

Businesses take advantage of videos with the top reason being to use them as a person to explain, followed by videos for the purpose of presenting campaign content. The top three channels in common use are YouTube, LinkedIn, and Instagram.

While companies focus heavily on creating original content, sharing curated content can also be highly effective.

If the content is relevant, it can spur conversations and demonstrate that the company is interested in both solving problems for customers or sharing information, rather than just selling.


Current advertising platforms such as Facebook, Google, and Tiktok … all apply AI artificial intelligence to deliver and optimize ads more effectively. And in the past year, we have heard about the famous ChatGPT artificial intelligence tool on the internet.

Artificial Intelligence is an important part of Digital Marketing in these years and the years to come. However, the problem with AI is that it cannot create content. Therefore, content must still be built by humans. For example, Google appreciates websites that build their own content, and bring useful content to users.

  • Enable data-driven marketing. AI tools are the key to unlocking and using the huge stores of customer data that most companies collect.
  • Increase efficiency. More efficient practices can be developed by using AI to support your workflow. Customer data is one area where artificial intelligence can consistently outperform its human counterparts. It’s difficult to match the scale, speed, or accuracy of modern AI systems.
  • Improve insights. Machine learning tools can analyze customer behavior to predict the next move and plan accordingly. 


One of the biggest challenges for digital marketers is finding ways to personalize content without adding too much time to their workflows. Audiences have come to expect experiences and messaging that are catered specifically to them.

Basic personalization techniques like including the recipient’s name in an email subject are useful, but they are quickly being outpaced. Personalization is a powerful tool in marketing. Examples include recommendations from streaming services such as Netflix and Prime Video. These platforms analyze petabytes worth of customer data to determine media related to what a user is most likely to be watching and then tailor thumbnail images and messaging for each individual user. This strategy increases their viewing time and lengthens their subscriptions.

To create personalized experiences that are different from others, it is important to gather customer data. Personalize customer experiences at each stage of the buyer’s journey.

  • Personalized landing pages can be personalized to offer links to products previously viewed, or recommendations based on browsing behavior.
  • Personal product recommendations may appear on product pages or in follow-up emails. You can base your recommendations on browsing history, previous purchases, or demographic information.
  • Personalized email follow-ups can follow a purchase or a site visit.
  • Personalized offers should go out on customers’ birthdays and other significant anniversaries. You can easily automate birthday emails and send them with a small discount code.


Storytelling is one of the most powerful ways to build personal connections and cultivate a strong brand identity. Instead of simply providing customers with normal marketing materials, content that shares a real experience centered around your product is more effective. It can be tricky to tell stories effectively in a marketing context because it takes time for a narrative to develop. But it can also attract readers and eventually get them to consider your product.

McDonald’s: Recreate the iconic architecture of Hanoi with french fries, celebrate the opening of the first store in the capital

On the day of posting print ads on Facebook, McDonald’s campaign received more than 35,000 “likes” and “favorites” from users.


Chatbots are essential to customer service workflows. They’re especially useful for businesses that receive high volumes of support requests.

Every industry has buyers and consumers who demand 24/7 availability. Chatbots are becoming more popular among consumers and businesses alike.

Businesses can create custom sales strategies for every customer using their data from previous conversations. This will increase the chances of a successful sale because the customer thinks the product or service is tailored for them.


Influencers are people who have the ability to influence the purchasing decisions of others.

 In the context of social media, an influencer is someone who has a large following, using one or more social media platforms. The more influential the influencer, the more attention the brand has in the process of finding a representative face and promoting a product.

Influencers not only help businesses reach customers easily but also increase users’ trust in the business’s brand. 

With new products and brands hitting the market, the use of influencers in marketing campaigns also helps businesses to be effective in reaching potential customers.


Livestreaming allows media to be simultaneously recorded and broadcast live, often on a social media platform. It is one of the most popular forms of content in Vietnam and allows audiences to interact with their favorite creators in a unique way.

6 benefits when selling via Livestream

  • Reach new customers.
  • Bringing products closer to customers.
  • Build trust.
  • Many opportunities to interact directly with viewers.
  • Proactively provide product information.
  • Money-saving


User-generated content is customer-generated comments, reviews, check-ins, or posts, rather than brands.

Brands often share this content across their social media, social media accounts and other marketing channels. User-shared content that shows the positive aspects of a brand, posted by people who have no direct connection to the business.

The more reviews from customers, the more reputable the business is. Example of customer reviews on e-commerce platform Shopee.

Regularly introducing products through the lens of consumers on social networks will attract, cause viral effects and inspire potential customers.


As a result, Vietnam has become a target for overseas investors and offers numerous opportunities for businesses to enter the market. It is an exciting time for foreign businesses as the digital landscape continues to expand, providing new and innovative ways to connect with customers. 

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