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The report was issued in the Vietnam e-Business Index (EBI) 2015, and it was made public during a press conference to launch the Vietnam Online Marketing Forum held last month. The EBI 2015 involved 5,0000 enterprises surveyed in Vietnam, a 50% increase from 2014.

According to the Vietnam e-Commerce Association (VECOM)’s chairman, Nguyen Thanh Hung, the EBI 2015 specified how e-commerce transactions increased sharply from 2014 with these transactions being diverse. However, these e-commerce businesses still need to take steps to secure consumer confidence.

Marketing statistics

In 2015, businesses invested in applications on mobile phones for e-commerce having a growth of 200%.

According to a VECOM survey, businesses and government agencies have already made notable progress. Last year, 26% of websites already started with mobile platforms. However, they had an absence in capable human resources and paid little attention to e-commerce performance.

Ninety five percent of the businesses used email for their activities according to the survey. The ratio of those using email for contracts has been constantly growing within the past 3 years. In addition, the ratio of those using email to introduce or advertise their products has been decreasing. This reflects a new pattern with regard to online advertising.

Some 53% of businesses surveyed spent below $444 million (VND 10 million) on online advertising. Twelve percent of businesses surveyed spent more than VND 50 million on these online advertising.

Search engines as top marketing platforms

Social media, e-newpapers, search engines and emails are the popular marketing platforms. Search engine marketing is the one rated with highest efficiency.

Advertisements on search engines were rated by 30% of businesses as the most efficient. It is 25% for social media and 14% for mobile phone advertising. Thirty eight percent of businesses surveyed indicated that mobile phone advertisements were low in efficiency.

The result is also similar to Nielsen Global Trust in Advertising Survey (Q1 2015)’s results. Vietnamese customers mostly believed in search engine advertisements followed by social media, online videos then online banners and mobile devices.

Conclusion

The success in these online advertising endeavors lies in businesses selling their products and services through their websites or social network accounts. So whether that business is selling apparel like t-shirts, accessories like jewelries, airplane tickets to other countries, tickets for a Hanoi to Sapa train journey or hotel accommodations in Vietnam, online presence is important.