What Is Digital Marketing? Roles, Types, and the Current Landscape in Vietnam

Explore the trends and applications of digital marketing technology in Vietnam for modern businesses. From artificial intelligence (AI) and big data analytics to marketing automation, digital solutions are transforming how companies reach and serve their customers. Effectively adopting the right digital marketing technologies not only boosts business performance but also builds long-term competitive advantages.

What Is Digital Marketing?

Digital marketing is the process of using digital channels to deliver messages, promote brands, and reach target customers through the internet and various technology platforms. Unlike traditional marketing (TV ads, newspapers, billboards, etc.), digital marketing focuses on:

• Search Engine Optimization (SEO)
• Online advertising (Google Ads, Facebook Ads)
• Email marketing
• Content marketing
• Social media marketing
• User behavior data analytics

So, what is digital marketing in simple terms?

It's every method of reaching customers via electronic devices or online platforms.

With the rapid rise of the internet and mobile devices, digital marketing has become an indispensable part of modern business strategy.

Common Types of Digital Marketing in Vietnam

1. SEO (Search Engine Optimization)

SEO helps your website appear higher on Google when users search for relevant keywords.

• Long-term results, cost-effective
• Requires high-quality content and technical optimization

2. SEM (Search Engine Marketing)

Using Google Ads to display search-based ads with immediate visibility but pay-per-click costs.

• Fast results
• Best for short-term campaigns and product launches

3. Social Media Marketing

Using Facebook, Instagram, TikTok, Zalo, LinkedIn, etc. to reach potential customers.

• Ideal for younger audiences
• Highly viral and interactive

4. Content Marketing

Creating and sharing valuable content (blogs, videos, infographics...) to build trust and attract customers.

• Enhances brand awareness
• Creates long-term conversion funnels

5. Email Marketing

Sending product info, promotions, and newsletters to subscribers.

• Low cost
• Highly personalized

6. Affiliate Marketing

Partnering with third parties to promote products and earn a commission per successful order.

• Popular among e-commerce platforms like Shopee and Tiki
• Low risk, high reward model

7. Influencer Marketing

Collaborating with influencers on social media to promote products/services.

• Reaches the right target audience
• Common in fashion, cosmetics, and tech industries

What’s New in Digital Marketing Technology in Vietnam?

1. AI & Automation

AI tools help analyze data, predict customer behavior, create content automatically, and power 24/7 chatbots.

Example: Many Vietnamese businesses now use Zalo or Facebook Messenger chatbots for customer service.

2. Big Data & Analytics

Technology helps businesses better understand customers and personalize their experience.

• Analyzing purchasing behavior
• Tracking conversion funnels

3. Martech – Marketing Technology

CRM systems, automation platforms, and email tools streamline campaign execution and performance tracking.

• Popular tools: HubSpot, ActiveCampaign, GetResponse
• Local Martech players include NovaonX, Stringee, GoSELL

4. Video Marketing & Livestreaming

Rapidly growing in Vietnam thanks to TikTok, Facebook Live, and Shopee Live.

• High engagement rates
• Boosts direct sales

5. Voice Search

Still emerging, but voice assistants like Google Assistant and Siri are shaping the future of search.

The Current State and Trends of Digital Marketing in Vietnam

1. Rapid Growth

According to We Are Social 2024, Vietnam has over 77 million internet users and 74% of the population uses social media, creating a massive digital marketing market.

2. Shift Toward Online Channels

More than 60% of Vietnamese businesses have plans or are actively investing in digital marketing.

Especially post-pandemic, the digital transformation trend has accelerated significantly.

3. Intensifying Competition

Businesses that don't invest in digital marketing are gradually losing market share to those who fully embrace online platforms.

The Role of Digital Marketing for Businesses

Greater Customer Reach

Digital marketing breaks geographical barriers and helps businesses connect with millions of potential customers online.

Cost-Effective

Compared to traditional media, online advertising is much more affordable and measurable.

Accurate Measurement

Tools like Google Analytics, Meta Ads Manager, and CRM platforms offer detailed insights into campaign performance.

Increased Sales & Conversions

Targeted strategies and relevant content convert visitors into paying customers more easily.

Long-Term Brand Building

A strong content marketing strategy builds credibility and positions you as a thought leader.

Level Playing Field

Small and medium businesses can compete with large enterprises as long as they have a clear and creative digital strategy.

Challenges in Applying Digital Marketing in Vietnam

• Lack of skilled teams: Many small businesses don’t have staff with strong digital marketing expertise.
• Limited budget: Leads to scattered, low-impact investments.
• Short-term mindset: Some businesses run ads without investing in long-term content or SEO.
• Platform competition: Rising ad costs on Google and Facebook due to high competition.

What Should Businesses Do to Apply Digital Marketing Effectively?

1. Start with a Clear Strategy

Set goals (brand awareness, sales growth, lead generation) before choosing marketing channels.

2. Focus on Valuable Content

Content is still king. Invest in blogs, videos, eBooks, podcasts to build long-term authority.

3. Choose the Right Channels

Don’t try to do everything. Pick channels that match your audience:

Facebook for Millennials, TikTok for Gen Z, Google Ads for urgent needs.

4. Use Management & Analytics Tools

Apply CRM, Google Analytics, Google Tag Manager, and SEO tools like Ahrefs or SEMrush to measure and optimize performance consistently.

5. Train Your Team or Partner with an Agency

If you lack in-house capabilities, collaborate with a reputable digital marketing agency for full support.

Conclusion: Digital Marketing Is the Future of Vietnamese Businesses

So, what is digital marketing? It’s not just an online promotional method—it’s a comprehensive strategy that ensures your business survives and thrives in the digital age.

From reaching the right audience and building strong brand recognition to precise performance tracking and cost optimization, Vietnam digital marketing is unlocking new opportunities for businesses of all sizes.

If you’re looking to apply digital marketing technology in Vietnam effectively, start with a clear strategy, choose the right platforms, and stay consistent toward your long-term goals.

The journey to digital success isn’t for those who go fast—

it’s for those who move in the right direction.