Modern marketing in Vietnam: The use of mobile in the digital marketing mix

Summarises the findings of WARC's latest mobile marketing survey, conducted across Vietnam on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
  • Brand awareness is the most common key objective when running mobile marketing campaigns in Vietnam, with display and in-store considered the most effective channels when run alongside mobile.
  • Over four-fifths (90%) of respondents are using social in their mobile marketing strategy, with YouTube, Facebook and Instagram being the biggest platforms for display marketing, while TikTok is dominates partnership and influencer marketing.
  • Nine in ten (91%) marketers have experienced improved m-commerce capabilities and over two in three (70%) of Vietnamese marketers have named commerce via mobile devices as the most significant consumer behaviour in 2021.
  • The future of mobile technology seeks...

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