Vietnam, being the third largest country in Southeast Asia, presents incredible opportunities for global business growth. Expanding your international business and reaching a large audience in the Vietnamese market is a promising venture. One fundamental shift in marketing strategies that every brand is embracing is the transition from offline to online. While there are various ways to differentiate yourself in the market, Vietnam has witnessed numerous success stories in online marketing. Brands leverage social media platforms, websites, influencer marketing, and social advertisements to make their mark in the digital landscape. In this blog post, GMA will explore several strategies that can give you a competitive advantage.
I. MULTI-CHANNEL MARKETING, “CATCH” CUSTOMERS FROM EVERY TOUCHPOINT
Multi-channel Marketing, also known as omni-channel marketing, is a strategy in which businesses combine various online and offline channels to reach and engage with customers. By employing multi-channel advertising, you can effectively connect with your target audience, allowing them to conveniently make purchases through their preferred channels.
For example, if you are selling products on TikTok while also utilizing Facebook, Shopee, and other platforms, this is referred to as multi-channel marketing.
Currently, as campaigns are implemented, the multi-channel marketing model has evolved into Omni-channel marketing, which provides a seamless customer experience across various online and offline channels such as physical stores, websites, social media channels, and more.
1. Benefits Of Implementing A Multi-Channel Marketing Strategy
- Help the brand be known by a large number of customers
- Increase customer awareness and interaction with the brand
- Optimize customer experience
- Increase customer loyalty to the brand
- Understand customers better
2. How To Build An Effective Omnichannel Marketing Strategy?
To build an effective omnichannel marketing strategy, attracting many potential customers, foreign brands need to follow these steps:
STEP 1: DEFINE CUSTOMER PROFILE AND COMMUNICATION GOALS
Customers are the media that you target. Therefore, businesses need to understand potential customer information such as habits, preferences, which channels they usually buy through, etc., and must determine communication goals. Thereby, you will come up with a suitable marketing strategy.
STEP 2: CUSTOMER SEGMENTATION
Once you’ve discovered who’s buying what that way, segment your customers for maximum effective impact. Marketing and CRM automation platforms automatically segment your customer files based on the individuals you’ve created as well as any behavioral or demographic cues you choose. However, it is up to you to decide how you want to segment your customers, and technology will do the rest.
STEP 3: CUSTOMIZE CONTENT TO SUIT EACH CUSTOMER GROUP
Each customer’s buying journey is different and needs individual attention. Businesses that align their content strategy with customer behavioral habits can enhance customer experience and optimize conversions.
For example, Amazon gets personal with customers via email, social media, Amazon Prime, Dash Button, Echo, and more. Emails that trigger this behavior succeed because they’re written on a first-name basis and a last name references a specific item. This 1:1 messaging approach makes it more likely that the recipient will complete the purchase and keep the relationship.
STEP 4: IDENTIFY CHANNELS TO REACH CUSTOMERS
After researching and evaluating customer information, next you need to determine which channel your Marketing strategy will develop Google, Facebook, Youtube, TikTok, etc. Which is the main channel or you will apply the model? Multi-channel marketing by coordinating communication on different channels.
STEP 5: CREATE A CONSISTENT MULTI-CHANNEL MESSAGE
Once you have a clear understanding of your customers and channels, next you need to build a consistent communication message. This will help customers remember your brand. However, you need to always build new and creative communication messages to avoid repetition in the long run and to ensure that it is appropriate for each channel.
For example, Lay’s is probably the number 1 snack brand worldwide and the media message has certainly contributed to their success. Their message is extremely simple because it evokes the feeling of eating for pleasure: “Betcha can’t eat just one”, a response also known as “hyperarousal”.
Thanks to this message and celebrity endorsements, Lay’s sales skyrocketed.
STEP 6: COMMUNICATE CONTINUOUSLY, WITH A FLOW OF A TRANSPARENT MESSAGE
When implementing an omnichannel marketing plan, international brands should ask questions such as how often the message appears enough for customers to remember. Are the communication channels in the campaign linked and consistent with each other?…
Please ensure that communication messages always take place continuously on channels. Surely, customers will remember your brand and products and services.
STEP 7: DIVIDE INTO SMALL OMNICHANNEL MARKETING STRATEGIES
To build an effective omnichannel marketing strategy, you should divide the process into implementation phases using the right marketing tools. Doing so will make it easier to execute the strategy, and it will be possible to measure the results of the campaign effectively or not.
STEP 8: MEASURE AND OPTIMIZE OMNICHANNEL MARKETING RESULTS
Analyzing data across channels to evaluate and measure the results of the strategy is extremely important. Businesses need to understand the effectiveness of each stage. Track customer behavior and collect channel conversion metrics. From there, it is possible to optimize the results and have a basis for making the next marketing plan.
II. VIRAL VIDEO MARKETING – SHOOT UP YOUR BRAND AWARENESS
Viral video marketing, also known as campaign marketing, uses video to convey your brand message across the Internet. Viral video marketing is a trend that many brands are interested in today, this is also a factor that helps brands reduce time and costs for conquering their customers:
- Increase brand awareness, help your brand spread widely in a short period of time
- Stimulate curiosity, make customers learn about your products, and lead to purchase behavior
- To reach the same number of potential customers, the cost of producing viral videos is lower than paid ads. Mainly, the idea needs to be unique and creative
1. Types Of Videos Vietnamese Love Watching
a) Product review video
To create this viral video trend, you need to hire a celebrity to review your product. They are often referred to as Influencers. Celebrity experiences impact and help customers trust your products, services, and brand.
To make this video effective, you need to have a script from an objective point of view. Don’t do too much PR, which annoys your listeners.
b) Knowledge-sharing video
This is one of the most popular video formats. The information in the video is useful knowledge for viewers. Therefore, you need to build this type of video strategy in areas related to your company’s products and services. And you can cleverly insert your brand name at the end of the video.
For example, Diva Brand shares knowledge of using a menstrual cup for women by making a video.
Besides, a Video “behind the scene” can be viewed as a video showing the production process of the product. This trend gives customers a clearer picture of the product creation stage.
However, since the goal is to build a brand image, not to publish, you should consider which images to include.
c) Story Video
This is the viral video trend used by many companies today. Their stories are often in the form of funny videos, inspirational videos, or parodies of trending videos. If the story has good content, viewers will share and have a viral effect.
Inspired by the review trend that “stormed” on social networks many years ago, the Dove brand has used AI technology and created “short films” for each girl to look back at her behavior. hair changes. Specifically, when they comment under a post on the Dove fanpage, an engagement video “throwback” of the hair journey will be sent to them exclusively. It is a movie with them looking back at the hairstyles they have gone through, and the “emotional thoughts” of relatives and friends about the hair they have chosen. Each hairstyle is parallel with changes in life or is a form for each girl to express her own personality.
Finally, the rational benefits of Dove Damage Recovery are also cleverly integrated at the end of these engagement videos.
2. Build A Viral Video Customers Can’t Resist Sharing
TIP 1: CATCH THE TREND AT THE RIGHT TIME
Lengthy videos are often very viral. The point here is that we need to grasp the emerging phenomenon and make the right decisions about the changing trend of people’s tastes. Build a clear and consistent strategy for your videos to achieve the desired effect.
TIP 2: CREATIVE AND UNIQUE
Do something else. Don’t try to follow the videos created by famous brands. Try to tell your own story. Telling a good story, making your audience feel the message you want to tell, and presenting your brand in a very subtle way will automatically turn it into an effective marketing video for your brand.
TIP 3: THE APPEARANCE OF THE CHARACTER KOLS
If famous people like singers, models, bloggers, actors, vloggers, and influencers in your community share your videos, your videos will be trusted. and spread more widely. In some cases, these characters can help your video become viral
TIP 4: EMOTIONAL CONNECTION
To become viral, you need to arouse the emotions of your audience and achieve a certain level of appeal. Viewers’ emotions include emotions, joy, pride, and even sadness. Viewers can share videos when they really touch their hearts. Thus, they will memorize your brands.
III. RUN ADVERTISING – STILL, THE FASTEST, CHEAPEST WAY TO REACH THE TARGETED AUDIENCE
Running ads is a way in which foreign brands spend a certain amount of budget to market and promote their products to users on many different platforms such as Facebook Ads, Zalo Ads, Tiktok Ads, Google Ads, Youtube Ads…
Running online sales ads brings a lot of benefits:
- Reach the right potential customers
- Expand your leads with viral effects
- Customers interact quickly
- Flexible choice of cost and suitable advertising platform
1. The Most Effective Ads Platforms In Vietnam
a) Promote natural website SEO
SEO (Search Engine Optimization) advertising is a method of website optimization for the purpose of improving the ranking and visibility of your website, making it easier for users to find your website on search engines, typically The best image is Google.
b) Google Adwords Paid Advertising
Google Adwords (Google Ads) is the online advertising program of Google. Through Google Ads, you can create online ads to reach exactly the audience you think are interested in the products you’re offering. For each user’s ad click, you will have to pay Google (or Google’s partners) a corresponding amount (this amount is pre-auctioned by sponsors and selects only the highest).
c) How to run sales ads on Facebook
This is how to run ads on Facebook Advertising service (abbreviated as Facebook Ads). Brands need to pay to show promotions, offers, or products to potential customers that they have installed. Facebook ad rates are based on impressions, click-through rate per customer, and depending on the type of ad with a bid price set by the business.
d) Sales promotion via Instagram
Instagram ads are a way to pay for your ads to reach more potential customers. Advertising articles are often attached with the words Sponsored (Sponsored), and can be of the following types: Image Ads, Video Ads, Carousel Ads, Story Ads…
e) Types of Advertising on YouTube
Youtube advertising or Youtube Ads is a campaign to advertise products and businesses’ brands on short videos that appear on the homepage of Youtube or before each other video.
f) Ads on e-commerce platforms
E-commerce advertising is a form of classified advertising, which means many brands introduce their products on e-commerce sites with a large and frequent visitor count such as Lazada, Shopee, Sendo, TiKi, Adayroi, Hotdeal, Zalora, Lotte, Chodientu, Zanado…
g) TikTok – New sales advertising channel today
TikTok advertising (TikTok Ads) is a form of using TikTok social network to run sales ads, pulling users from TikTok to visit sales pages like Shopee, Tiki, Lazada, or your own sales website.
2. How To Run Effective Ads
STEP 1. HAVE A CLEAR GOAL
A highly effective form of advertising, you must answer the question of what you want to get from running ads. Be it increasing interaction, attracting fan page traffic, or clicking to view products,…
For each of the content given above, there will be different advertising implementations for you to apply. Besides, you must determine the specific number of goals you want to collect, then set the appropriate criteria and budget allocation.
STEP 2. CHOOSE THE RIGHT TARGET AUDIENCE
For any product, you also need to identify the customer segment from which to plan the product marketing. This is also a way to help you both save most of the cost to advertise to many users and increase revenue efficiency.
STEP 3. MAKE GOOD CONTENT
An indispensable element when advertising products to consumers is the content. The content you give in that article must show creativity and novelty.
The words in the article must hit the psychology of buyers who are in need, make them have associations, and feel excited. You should keep up to date with the latest trends to be able to create quality content.
STEP 4. USE EYE-CATCHING IMAGES
Invest in designing advertising images so that they are clear, eye-catching, and highlight the product. Refer to many different models to choose harmonious colors, trendy decoration styles, easy to attract curiosity and attention from users.
STEP 5. FOLLOW UP REGULARLY AND CONTINUOUSLY
The advice for you is to review the reports and analysis of the customer reachability index every hour to determine whether your ads are really working or not. The Facebook Ads Report tool will send a detailed report of the parameters for you to easily track.
IV. LIVESTREAMING – DON’T MISS THE HARD TREND
Selling via live stream is a popular trend in Vietnam. Compared with the traditional way of selling, Livestream helps brands to introduce products more easily when they can clearly show consumers the material, size, color … of the product. This urges customers to make impulsive purchases.
Tips to have a viral and successful livestream session that can generate a lot of sales for brands:
- When recording a live stream, the equipment needs to be professionally prepared, and clear light and professional cameras help the product look the best. Each livestream usually lasts over 2 hours to help customers interact deeply with the host, create credibility, and promote buying behavior.
- Choose a host who is knowledgeable about the product, experiences the product right on the live stream, and interacts deeply with customers.
- Effectively take advantage of the floor’s big campaigns such as Shopping Festival, Double Day Sale, genuine LazMall Sale… and launch exclusive vouchers only available in the industry-supported Livestream.
V. E-Commerce – Now A Prominent Sales Channel In Vietnam
The E-commerce platform is also known as the e-commerce trading floor. It is an online space opened for the purpose of displaying and selling products that belong to the shopping needs of consumers:
- Convenient shopping
- Flexible pricing
- Easily expand customer base
- Operating costs are not high
- Flexibility to scale and develop products
- Enhance customer experience
- Easy customer care
3 Must-haves to sell successfully on Vietnam’s unique e-commerce:
NOTE 1. INCREASE THE POSITIVE REVIEWS FROM CUSTOMERS
To help customers have the most accurate view, businesses will need enough honest reviews. This will make customers feel confident about the quality of the product and believe that the product is really worth the money. To that end, businesses should find effective ways to stimulate customers to leave positive product reviews. More conveniently, current e-commerce platforms also encourage users to evaluate with actual images to receive attractive offers.
NOTE 2. RESPOND POSITIVELY TO ALL CUSTOMER REVIEWS
When selling on e-commerce platforms, it is extremely important to control the response to customer reviews. Brands should leave a thank you and encourage customers to learn about the next products if they have good reviews.
In contrast, If there is a problem with product quality or a delay occurs, admit the fault and ask for return support to alleviate customer dissatisfaction.
After all, attitude is the most important factor that helps bring satisfaction to customers as well as the desire to buy in the future.
NOTE 3. SELLING UNIQUE PRODUCTS CUSTOMERS CAN’T FIND ELSEWHERE
Compared with mass products, unique options will help businesses reduce competition with competitors. Moreover, this also makes your store more prominent on e-commerce platforms. In addition, every month, the exchanges have a lot of free shipping promotions, discount programs for each category.
In conclusion, entering the Vietnamese market requires foreign brands to navigate a complex landscape of cultural differences, consumer preferences, and regulatory considerations. By comprehending the market dynamics and aligning marketing strategies accordingly, foreign brands can seize the immense potential Vietnam offers. Continuous adaptation and monitoring are essential to stay relevant and thrive in Vietnam’s ever-evolving market. By following the insights and strategies outlined in this guide, foreign brands can enhance their chances of success and make a lasting impact on Vietnam’s burgeoning market.
Don’t hesitate to connect with us and promote your brands in Vietnam!