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Enterprises moving to social networks for advertising

Released at: 15:38, 01/03/2017

Enterprises moving to social networks for advertising

Photo: Duc Anh

Vietnam E-commerce Index reveals shifts in means of advertising.

by Hai Van

Social networks have become the most-favored online advertising tool of enterprises, according to the Vietnam E-commerce Index in 2017, released by the Vietnam E-commerce Association (VECOM).

Social networks surpassed search engines as the means for online advertising in the survey behind the index, with 47 per cent and 41 per cent of responses, respectively.

Email remains an advertising channel used by many enterprises (36 per cent), while advertising in newspapers and e-newspapers remains stable, with 34 per cent and 20 per cent.

Advertising on TV is declining, with 10-13 per cent.

Social networks are considered more effective than search engines by 46 per cent of respondents, while 44 per cent believe search engines are more effective.

Seventeen per cent of respondents have not used either means.

The result matches other research on individual customers. Sixty per cent of individuals choose websites or mobile phone apps to purchase online after reading comments and user ratings on social networks. Forty-seven per cent will purchase online after being introduced to a product or service by friends and 33 per cent make a purchase after seeing a TV advertisement.

Apart from the giant online advertising firms that dominate the global market, such as Google and Facebook, some foreign advertising firms have noted the enormous potential of Vietnam’s online advertising market. Leading companies in marketing and programmatic marketing have been studying or been actively involved in penetrating the market.

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