Social media is proving to be an important part of Vietnamese marketing campaigns. According to a survey from the Vietnam Ecommerce Association, 46% of businesses said that social networks were a highly effective marketing platform, with just 9% saying that the effectiveness was “low”. This ranked slightly better than search engines in the country, where 44% ranked search as highly effective in a campaign. Meanwhile, online news sites fell well back, with just 20% saying they found such sites to bring success, whilst mobile apps were also unpopular. The percentage of businesses using search engines as a marketing channel also fell in the country between 2015 and 2016, from 47% to 41%, whilst email climbed from 29% to 36%.
