Page 16 - index
P. 16
RESEARCH, ANALYSIS & TRENDS
Advertisers in Vietnam appraise social
networks as highly effective marketing
Firms in Vietnam that use digital marketing channels are So it makes sense that early adopters of digital adver-
finding social networks and search engines most suc- tising would first gravitate toward search, where return
cessful, eMarketer states in one of its latest research on investment is significantly easier to measure than
reports. branding efforts.
According to a survey conducted in November 2016 by VECOM’s data about the gap between the perceived
the Vietnam Ecommerce Association (VECOM), 46% of effectiveness of social networks and online news sites
businesses in Vietnam reported that social networks among businesses appears to send something of a
were highly effective marketing channels, while 44% mixed message about display advertising in Vietnam.
reported the same for search engines. Only 9% of re- However, ad spending on online news sites may be
spondents considered either channel to have a low level hampered by the prevalence of state-run media that
of efficacy. does not need to rely on ad revenue, along with other
complications from a communist government that tight-
Online news sites, mobile apps and text messaging ly regulates ad content.
were all viewed as less useful marketing mediums. Just
one in five respondents thought they had high levels of The popularity of social media indicates an appetite for
utility as marketing channels, while more than one- at least some type of display advertising in Vietnam, a
quarter (28%) considered SMS and mobile apps to have country where eMarketer projects that 40.7% of the
a low effectiveness. population, or 39.1 million people, will use a social net-
work at least once a month this year. Marketers un-
However, VECOM’s data also showed a decline in the doubtedly find appeal in the targeting capabilities of
percentage of businesses that used search engines as such services.
a marketing channel, with the figure dropping from 47%
of respondents in 2015 to 41% in 2016. At the same However, social networks have come under fire by offi-
time, the percentage that used SMS or email ads cials in Vietnam, which recently called on companies to
climbed from 29% to 36% over the same time period. stop advertising on Google, Facebook and other plat-
forms hosting dissident-penned content deemed to be
Vietnam is still an immature online advertising market: critical of the government, in violation of censorship
eMarketer projects digital ad spending will account for laws. ◊
just 18.4% of total media ad expenditures in the country
this year. By Rahul Chadha, eMarketer.com
16 March 2017 - Social Media & Influencer Marketing
Advertisers in Vietnam appraise social
networks as highly effective marketing
Firms in Vietnam that use digital marketing channels are So it makes sense that early adopters of digital adver-
finding social networks and search engines most suc- tising would first gravitate toward search, where return
cessful, eMarketer states in one of its latest research on investment is significantly easier to measure than
reports. branding efforts.
According to a survey conducted in November 2016 by VECOM’s data about the gap between the perceived
the Vietnam Ecommerce Association (VECOM), 46% of effectiveness of social networks and online news sites
businesses in Vietnam reported that social networks among businesses appears to send something of a
were highly effective marketing channels, while 44% mixed message about display advertising in Vietnam.
reported the same for search engines. Only 9% of re- However, ad spending on online news sites may be
spondents considered either channel to have a low level hampered by the prevalence of state-run media that
of efficacy. does not need to rely on ad revenue, along with other
complications from a communist government that tight-
Online news sites, mobile apps and text messaging ly regulates ad content.
were all viewed as less useful marketing mediums. Just
one in five respondents thought they had high levels of The popularity of social media indicates an appetite for
utility as marketing channels, while more than one- at least some type of display advertising in Vietnam, a
quarter (28%) considered SMS and mobile apps to have country where eMarketer projects that 40.7% of the
a low effectiveness. population, or 39.1 million people, will use a social net-
work at least once a month this year. Marketers un-
However, VECOM’s data also showed a decline in the doubtedly find appeal in the targeting capabilities of
percentage of businesses that used search engines as such services.
a marketing channel, with the figure dropping from 47%
of respondents in 2015 to 41% in 2016. At the same However, social networks have come under fire by offi-
time, the percentage that used SMS or email ads cials in Vietnam, which recently called on companies to
climbed from 29% to 36% over the same time period. stop advertising on Google, Facebook and other plat-
forms hosting dissident-penned content deemed to be
Vietnam is still an immature online advertising market: critical of the government, in violation of censorship
eMarketer projects digital ad spending will account for laws. ◊
just 18.4% of total media ad expenditures in the country
this year. By Rahul Chadha, eMarketer.com
16 March 2017 - Social Media & Influencer Marketing
