Dancing blue and yellow characters in TV ad shots of The Gioi Di Dong (Mobile World), a mobile phone distribution chain, have become popular with TV viewers and netizens with funny stories on the portraits.

This is a part of the marketing strategy pursued by the retail group. The Gioi Di Dong’s CMO Le Thao Trang said the company has a studio which specializes in producing videos on teaching cooking.  These are broadcast on social media to advertise kitchenware.

Mobiistar, a Vietnamese mobile phone brand, which is among top five brands with biggest market share, does not post ads on TV.

“We focus on advertisement on Facebook. We have a fanpage and a relatively high number of followers. Via the fanpage, we communicate with clients and receive their feedback about our products,” said Ngo Nguyen Kha, Mobiistar’s CEO at the Vietnam CEO-CMO Conference held recently.

Facebook Vietnam National Director Le Diep Kieu Trang said 90 percent of consumers buy goods at physical shops, but 60 percent of them make purchase decisions after seeing the products online.

Businesses now tend to step up the application of high technologies, including data analysis and AI, to learn about customers’ behaviors, tastes, interest and demands. 

This allows them to approach the right audience at a reasonable time and suitable circumstances.

“We need to create shopping demands for customers, not just to satisfy customers’ shopping demands,” Trang said.

Online ads show outstanding features compared with TV ad or billboards. Online ads are less costly, while ads can appear under different modes, and can be very creative thanks to new technologies such as AI and Blockchain. 

David Lang from Blockchai Fortune 100 believes that Blockchain will make big changes in marketing because it brings transparency, reliability and creates positive value for the marketing industry. 

Users can better manage their personal information, while brands can approach more customers.

A report released recently by Criteo found that TV and print ads remain the two leading ad channels in Vietnam, but online ads have the highest CAGR, 27 percent in 2014-2017.

With 34 percent of users expected to have two internet-connected devices or more by 2022, Criteo predicted that 89 percent of businesses’ marketing budgets would be allocated to online ads by 2022.

The strong rise of online ads are foreseeable in the context of rapid development of technology and increased popularity of internet. Hanoians spend an average of 3 hours and 49 minutes each day accessing the internet, and 2 hours and 25 minutes watching TV.

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