Businesses in Vietnam Turn to Search, Social to Drive Marketing Efforts - eMarketer

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Businesses in Vietnam Turn to Search, Social to Drive Marketing Efforts

Search tools have a high level of effectiveness

March 1, 2016

Ecommerce sales represent a growing share of sales for Vietnamese businesses, leading to increased interest and investment in digital marketing. According to November 2015 research from the Vietnam Ecommerce Association (VECOM), businesses in Vietnam are seeing a rising share of their total sales coming from ecommerce.

Ecommerce Percent of Total Sales According to Businesses in Vietnam, Nov 2015 (% of respondents)

More than half (55%) of businesses in Vietnam made more than 20% of their sales online, with 20% indicating they made more than half of all their sales online.

As a growing number of Vietnamese enterprises continue to rely on the web to spur revenue, it’s leading them to place more emphasis on digital marketing channels. The same VECOM report found that social networks and search engines were tied as the most important digital channels for marketing efforts by Vietnamese businesses, with 47% of respondents reporting they used them in their marketing efforts.

Marketing Channels Used by Businesses in Vietnam, Nov 2015 (% of respondents)

Although it appears that both social networks and search have equal popularity as marketing tools, Vietnamese companies believe search is the more effective of the two. Nearly a third (32%) of Vietnamese business owners found search tools to have a high level of effectiveness. This was compared to 25% of owners who reported that social networks had the same high level of effectiveness for marketing, the next highest channel mentioned.

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