What’s missing from Vietnam’s online marketing scene?

by Rita Nguyen

I recently read a couple of articles specific to online marketing in Vietnam. Links are below for your reference. I don’t know that I agree with everything in these articles but I think that Chandler Nguyen has some good points (not so sure I buy into all that Digiwave was trying to sell though). However, as I read through these blogs, there’s a couple of glaring omissions that I see.

The first is that Vietnam is trying to jump whole hog into this online marketing and social media game but most here haven’t learned the fundamentals yet. It’s like trying to run before you have learned to walk.

Most Vietnamese websites are a hot mess. There are blinking banners taking up every conceivable space, lots of stars and flashy lights, fonts are the same size and bolded throughout and not a deep link to be found. My eyeballs are usually spinning in their sockets before the whole page even has a chance to load. Even worse, I can usually find 2 or 3 navigations and rarely are they planned with SEO in mind. Some sites now throw a “share this page on FB” links at the bottom of their page but I’m not exactly sure what they are trying to accomplish with those links. Please don’t tell me someone has convinced them that this will cover them for link sharing!

SEO is not synonymous with PPC. Meaning you can’t just buy a bunch of terms on Google then think your job is done. SEO planning happens before you even start building your site or microsite. If you’re doing your job right then it should be forming a whole lot of the tags, copy, navigation and content of your site. Even better, use PPC to test your key search terms. Since natural SEO takes some time to get right, a quick and dirty PPC buy will help you to find the right terms and phrases to use.

Iteration seems to be a dirty word. The power of online marketing is the ability to do quick iteration and rapid deployment. So why is it that no one seems to have heard of multi-variate testing? Yeah, I know everyone’s trying to measure their stats these days but so what? (side note: I’ve had to two people excitedly tell me about some new start up building a listening platform, thinking it was the hottest new thing around as opposed to sooooo five years ago). You’ve captured a bunch of numbers from uniques to bounce and time spent…now what? I think this is the point where some poor coordinator/assistant has to create a huge ugly spreadsheet that has a bunch of numbers but doesn’t tell anyone squat. And besides, the report is coming too late to do a damn thing with your current campaign. If you’re lucky, you’ll take key learnings to the next campaign. Maybe.

But I’ve just mentioned that online marketing allows for rapid deployment and quick iteration. So, if you have built your sites properly in the first place, you can test two or ten different calls to a action, 5 different nav items and 20 different promos to see what people like. You can even see if Hanoians like the same things as the Saigonese. Even better, do specific links/promos drive more purchase intent and track to full conversion? And then as you start to review what’s working and what’s not, you can narrow down or change your CTA’s, promos, etc on the fly. And there’s so much more that can be tested and optimized real time…Oh, I could geek out about this all day!

I’ve focused this blog on websites but same basic principles apply for mobile web. Apps are a bit different and I’ll write something about what I see missing from Vietnam’s social media scene at some point. In the meantime, here are the blogs I referenced above.

http://www.chandlernguyen.com/2012/01/why-digital-marketing-is-not-booming-in-vietnam.html

http://thedigiwave.blogspot.com/2011/03/vietnam-social-media-landscape.html

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